Marketing quốc tế 18 mass communications

A the advertised product belongs to a nascent product category B the company is not the market leader C the advertised brand is superior to the market leader D the product class is matur

Marketing Management, 14e (Kotler/Keller)

Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

1) An is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time

3) Which of the following is an example of informational advertising?

A) Volkswagen famed "Drivers Wanted" campaign

B) Pringles campaign with the tagline "Once You Pop, the Fun Don't Stop"

C) KFC's fast-food range that it claims to be "Finger Lickin' Good"

D) The California Milk Processor Board's famous "Got Milk" campaign

E) Excedrin's ads that claim it stops the toughest headache

4) aims to create liking, preference, conviction, and purchase of a product or service.A) Corporate advertising

5) Comparative advertising works best when

A) it elicits cognitive and behavioral motivations simultaneously

B) the firm is trying to minimize brand dilution

C) consumers are processing advertising in a detailed, analytical mode

D) it elicits affective motivation, followed by cognitive motivation

E) the advertising message uses negative fear appeals

7) The "Got Milk" campaign was intended to boost the 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 an example of

A) the advertised product belongs to a nascent product category

B) the company is not the market leader

C) the advertised brand is superior to the market leader

D) the product class is mature

E) brand usage for the product is very high

Answer: D

Page Ref: 505

Objective: 1

Difficulty: Moderate

10) Which of the following statements is true of the factors that affect an advertising budget?A) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share.

B) Brands in less-differentiated or commodity-like product classes require very less advertising

to establish a unique image

C) New products typically merit large advertising budgets to build awareness and to gain

13) TV advertising is considered to be particularly advantageous because .

A) the low volume of nonprogramming material on television makes it difficult for consumers to ignore or forget ads

B) it provides detailed product information and effectively communicates user and usage

B) more attention than television

C) longer duration of ad exposure

16) refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

A) the Association of National Advertisers

B) the International Advertising Association

C) the Ad Council

D) the National Advertising Review Council

E) the Advertising Research Foundation

20) The number of times within a specified time period that an average person or household is exposed to an advertising message is known as .

22) Which of the following equations accurately describes the total number of exposures (E) of

an advertising message through a given medium?

A) E = reach * frequency

B) E = (reach * frequency) / impact

C) E = reach * frequency * impact

D) E = (reach + frequency) / impact

B) WE = (reach * frequency) / impact

C) WE = reach * frequency * impact

D) WE = (reach + frequency) / impact

E) WE = frequency / reach

Answer: C

Page Ref: 511

24) Under which of the following conditions is the reach of media the most important factor in media selection?

A) when introducing frequently purchased brands

B) when going into a defined target market

C) when launching extensions of well-known brands

D) when there are strong competitors to a brand

E) when there is high consumer resistance to the product

A) when introducing flanker brands

B) when launching infrequently purchased brands

C) when going into undefined target markets

D) when there is high consumer resistance to the product

E) when there is modest competition to the brand in the market

27) What is the weighted number of exposures of a media schedule that reaches 80 percent of thetarget audience, with an exposure frequency of 4 and impact value of 2?

B) high reproduction quality

C) huge "pass-along" audience

D) high level of targeting

E) good local market coverage

B) high costs of advertisement space

C) poor reproduction quality

30) Which of the following is an advantage of using television as an advertising medium?

A) high attention and reach

B) low absolute cost

C) absence of clutter

D) long duration of ad exposure

E) high audience selectivity

Answer: A

Page Ref: 513

Objective: 1

31) Which of the following is a disadvantage of using television as an advertising medium?A) high absolute cost

B) low audience attention

C) lack of reach among audience

D) high audience selectivity

32) Which of the following is an advantage of using radio as an advertising medium?

A) higher attention than television

B) standardized rate structures

C) long duration of ad exposure

D) high quality reproduction

E) high geographic selectivity

C) high competition within same medium

D) relatively high cost

E) lack of personalization of advertising message

B) short ad purchase lead time

C) high efficiency in circulation

D) no ad competition in same medium

E) low cost of advertising

Answer: A

Page Ref: 513

Objective: 1

Difficulty: Moderate

35) Which of the following is a disadvantage of using magazines as an advertising medium?A) low geographic and demographic selectivity

B) long ad purchase lead time

B) low repeat exposure

C) limited audience selectivity

C) short ad purchase lead time

D) greater scope for creativity

D) lack of adequate reach

E) high total costs

Answer: A

Page Ref: 513

Objective: 1

Difficulty: Moderate

39) Which of the following is a disadvantage of using the Internet as an advertising medium?A) limited audience selectivity

B) increasing clutter

C) lack of interactive possibilities

D) relatively high costs involved

E) fleeting ad exposure time

B) high chances of runaway costs

C) lack of adequate control

D) relatively high costs

E) lack of interactive possibilities

bath-of luxury To this effect, the medium should bath-offer the marketers a high degree bath-of audience selectivity and high-quality reproduction Which of the following advertising media would best serve the advertising purposes of Pepe Homes?

42) 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 promote Moonburst better, it has to zero in on an advertising medium that would offer

immunity from the clutter of other brands, flexibility to alter its advertising message, and 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?

44) The popular music talent show, American Idol, has been generally acknowledged as the mostprofitable TV series in U.S history, in terms of advertising and merchandising revenue Major sponsors of the show include Coca-Cola, AT&T Wireless, and iTunes, among many others Cups bearing the logo of Coca-Cola were a prominent prop found on the show's judges' tables The show also urged viewers to vote for contestants using AT&T sms services Contestants were routinely shown rehearsing for their performances with the help of Apple iPods Which of the following advertising practices is apparent in this example?

47) In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

50) Advertisements for which of the following products categories would merit a continuous advertising timing pattern the most?

51) is an advertising timing pattern that calls for advertising during a period, followed

by a period with no advertising, followed by a second period of advertising activity

52) Flighting as an advertising timing pattern is most useful when

A) purchase cycle is rather frequent

B) substantial advertising budget is available

C) items are seasonal

D) tightly defined buyer categories exist

E) there are expanding market situations

Answer: C

Page Ref: 517

Objective: 1

Difficulty: Moderate

53) Advertisements for which of the following product categories would be most effective when used with a flighting pattern?

57) 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?

60) Sales promotion expenditures increased as a percentage of budget expenditure for a number

of years, although its growth has recently slowed Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

A) many brands have come to be seen as dissimilar

B) the efficiency of advertising as a promotion has improved

C) the trade demands more deals from manufacturers

D) consumers have become less price-oriented

E) the number of brands in the market has decreased

Answer: C

61) According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

A) increased brand loyalty

B) focus on long-run marketing planning

C) improved brand-quality image

D) increased price sensitivity

E) greater coupon redemption rates

D) high-value trade-in credit

E) retailer contests or premiums

B) contests and sweepstakes

C) consumer refund offers

65) Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door, sent in the mail, picked up in a store, attached to another product,

or featured in an advertising offer?

68) are consumer promotion offers to consumers of savings off the regular price of a product, flagged on the label or package.

69) Premiums, as a consumer promotion tool, are defined as

A) offers to consumers of savings off the regular price of a product, flagged on the label or package

B) certificates entitling the bearer to a stated saving on the purchase of a specific product

C) programs providing rewards related to the consumer's frequency and intensity in purchasing the company's products or services

D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular product

E) values in cash or in other forms that are proportional to patronage of a certain vendor or group

71) Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

74) Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in nondeal regions?

77) begins with the promotional launch and ends when approximately 95 percent of the deal merchandise is in the hands of consumers.

A) to permit merchandising or promotional opportunities

B) to express commitment to the community or on social issues

C) to create experiences and evoke feelings

D) to identify with a particular target market or lifestyle

E) to increase salience of company or product name

80) 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?

A) to enhance corporate image

B) to express commitment to the community or on social issues

C) to entertain key clients or reward key employees

D) to create perceptions of key brand image associations

E) to become part of a personally relevant moment in consumers' lives

explanation for Audi's decision to associate itself with the movie?

A) to express commitment to the community or on social issues

B) to identify with a particular target market or lifestyle

C) to create experiences and evoke feelings

D) to become part of a personally relevant moment in consumers' lives

E) to entertain key clients or reward key employees

Answer: C

Page Ref: 525

Objective: 3

Difficulty: Moderate

82) JBJ Sports is a leading sports goods maker from Atlanta It has recently initiated a program

in association with the Children of God Foundation, which bids to raise funds to promote

nutritional awareness and education of young children from Bangladesh 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 Children of God logo on their team gear Which of the following best describes the motivation for JBJ's involvement in the program?A) entertaining key clients or rewarding key employees

B) expressing commitment to the community or on social issues

C) permitting merchandising or promotional opportunities

D) stimulating quicker or greater purchase of particular brands

E) identifying with a particular target market or lifestyle

83) Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

A) consumers' brand knowledge

B) impact on sponsor's bottom line

C) extent of media coverage

D) brand exposure reported by consumers

E) sales pattern of sponsored products

A) impact on market share of sponsor

B) amount of time a brand is clearly visible on a television screen

C) amount of relevant newsprint mentioning the sponsor

D) influence on consumers' brand knowledge of the sponsor

E) net impact on the sponsor's bottom line

Answer: D

Page Ref: 526

Objective: 3

Difficulty: Moderate

85) is a marketing communications tool that includes a variety of programs to promote

or protect a company's image or individual products

87) Which of the following describes the public relations function of lobbying?

A) sponsoring efforts to publicize specific products

B) advising management about public issues, and company positions and image during good times and bad

C) presenting news and information about the organization in the most positive light

D) dealing with legislators and government officials to promote or defeat legislation and

90) 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

92) The easiest measure of marketing public relations effectiveness is

A) the resultant effect on the company's sales figures

B) the effect it has on its market capitalization

C) the number of exposures carried by the media

D) the changes observed in consumers' brand knowledge

E) the impact it has on the company's market share