MKT MGT Chapter 15
Brands in highly-differentiated product classes require heavy advertising to establish a unique image.
FALSE
Examples of manufacturer promotions include price cuts and feature advertising.
FALSE
If the product class is mature, then the advertising objective is to convince the market of the brand's superiority.
FALSE
MPR can build credibility by placing stories in the media to bring attention to a product, service, person, organization, or idea.
FALSE
MPR is effective in blanketing local communities and reaching specific groups and hence has to be planned separately from the less cost-effective advertising.
FALSE
Persuasive advertising aims to create brand awareness and knowledge of new products or new features of existing products.
FALSE
The higher the forgetting rate associated with a brand, product category, or message, the lower the warranted level of repetition.
FALSE
The macroscheduling decision calls for allocating advertising expenditures within a short period to obtain maximum impact.
FALSE
The public relations function of lobbying involves advising management about public issues as well as company positions and image during good times and bad.
FALSE
The supply-side method identifies the effect sponsorship has on consumers' brand knowledge.
FALSE
________ advertising aims to create brand awareness and knowledge of new products or new features of existing products.
Informative
_____ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
Media selection
When Lola asked what the advertising campaign should say, she was concerned with which of the five Ms?
Message
Which of the following statements is TRUE of the factors that affect an advertising budget?
New products typically merit large advertising budgets to build awareness and to gain consumer trial.
Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?
Press relations
________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products
Public relations
A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.
TRUE
Although supply-side exposure methods provide quantifiable measures of sponsorship activities, equating media coverage with advertising exposure ignores the content of the respective communications
TRUE
An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
TRUE
An ideal event is unique but not encumbered with many sponsors, lends itself to ancillary marketing activities, and reflects or enhances the sponsor's brand or corporate image
TRUE
Concentrated advertising is well suited for products with one selling season or related holiday.
TRUE
Reach of an advertising message is most important when launching new products, flanker brands, extensions of well-known brands, or infrequently purchased brands.
TRUE
Sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the longer term.
TRUE
The aim of place advertising is to reach people where they work, play, and shop.
TRUE
The historical approach correlates past sales to past advertising expenditures using advanced statistical techniques.
TRUE
The supply-side measurement method focuses on potential exposure to a brand by assessing the extent of media coverage of an event, and the demand-side method focuses on exposure reported by consumers
TRUE
An advertising objective to stimulate more usage of a product is appropriate under which of the following conditions?
The product class is mature
Rather than merely counting media exposures, a better measure of marketing public relations effectiveness is the ________.
change in product awareness, comprehension, or attitude
Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for the ads of a department store chain to target the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads?
concentration
Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?
concentration
Which of the following is a sales promotion tool that typically does NOT build brand image?
consumer refund offers
Comparative advertising works best when ________.
consumers are processing advertising in a detailed, analytical mode
________ seeks to determine whether an ad is communicating effectively.
copy testing
What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?
corporate communications
Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?
cross-promotion
Which of the following is an example of a trade promotion?
display allowance
Which of the following is a medium of visual identity for a company?
dress codes
JBJ Sports is a leading sporting goods manufacturer from Atlanta. It has recently initiated a program in association with the Food4Kids Foundation, which raises funds to promote nutritional awareness of young children. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Food4Kids logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program?
expressing commitment to the community or on social issues
Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?
extent of media coverage
When Fred sends in the box top from his cereal to receive a free DVD of a cartoon featuring one of his favorite characters, he is responding to a ________.
free in-the-mail premium
The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.
frequency
Which of the following is an advantage of using newspapers as an advertising medium?
good local market coverage
Which of the following is a disadvantage of using television as an advertising medium?
high absolute cost
Which of the following is a disadvantage of using Yellow Pages as an advertising medium?
high competition
Which of the following is an advantage of using radio as an advertising medium?
high geographic selectivity
Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?
influence on consumers' brand knowledge of the sponsor
TV advertising is considered to be particularly advantageous because ________.
it is appealing to the senses and generates high attention
________ time is the time necessary to prepare a promotional program prior to launching it.
lead
Which of the following is a disadvantage of using magazines as an advertising medium?
long ad purchase lead time
Pepe Homes manufactures a range of bathroom accessories and fittings that include bath tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?
magazines
Premiums, as a consumer promotion tool, are defined as ________.
merchandise offered at a relatively low cost or free as an incentive to purchase a particular product
Moonburst is a newly launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to better promote Moonburst, it has to zero in on an advertising medium that would offer flexibility to alter its advertising message and the ability to fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade off audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?
outdoor media
________ refers to the task of securing editorial space-as opposed to paid space-in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.
publicity
The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.
reach
Which of the following is a disadvantage of using direct mail as an advertising medium?
relatively high cost
The "Got Milk" campaign was intended to boost sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign is an example of ________ advertising
reminder
A ________ is a sales force promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period, with prizes (money, trips, gifts, or points) going to those who succeed.
sales contest
Which of the following elements of the marketing communications mix consists of a collection of incentive tools, mostly short-term, designed to stimulate quicker or greater purchase of particular products or services by consumers, or the trade?
sales promotion
Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?
to create perceptions of key brand image associations
Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events?
to increase salience of company or product name
Share of ________ represents the proportion of company advertising of a product to all advertising of that product.
voice
Under which of the following conditions is the reach of media the most important factor in media selection?
when launching extensions of well-known brands
Under which of the following conditions is the frequency the most important factor in media selection?
when there is high consumer resistance to the product
Place advertising, or out-of-home advertising, is a broad category that includes many creative and unexpected forms to grab consumers' attention, including all of the following EXCEPT ________.
yellow pages
