Question 1

The growing power of larger retailers has increased the retailer's ability to demand trade promotion at the expense of consumer promotion and advertising.

Accepted Answer

As larger retailers have more bargaining power, they can demand trade promotions (such as discounts and rebates) from manufacturers, which cuts into their advertising and consumer promotions budgets. This has been observed in retail markets worldwide.

Question 2

Sales promotion 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.

Accepted Answer

Sales promotion tools are indeed designed to incentivize consumers or the trade to purchase specific products or services more quickly or in greater quantities. These tools are typically short-term in nature, meaning they are meant to provide a temporary boost in sales. Examples of sales promotion tools include coupons, discounts, samples, contests, and sweepstakes.

Question 3

In choosing media, the advertiser faces both a macroscheduling and a microscheduling decision.

Accepted Answer

The statement is true. Macroscheduling refers to determining the overall pattern of advertising timing and the allocation of the advertising budget over time, while microscheduling refers to the more detailed planning of specific media choices and the timing and placement of individual advertisements.

Question 4

Advertisers have the choice of concentrated, continuous, or episodic when deciding on the advertisements timing patterns.

Accepted Answer

Advertisers typically choose between concentrated, continuous, or flighting (not episodic) timing patterns for their advertisements.

Question 5

Marketers report a number of reasons why they sponsor events. One of these reasons is that the firm wishes to identify with a particular target market or life style.

Accepted Answer

This statement is true. By sponsoring events that are popular among a particular target market or promote a certain lifestyle, a company can strengthen its image and gain brand recognition among potential customers.

Question 6

Most advertisers try to measure the communication effect of an ad that is, its potential effect on awareness, knowledge, preference, and sales effect.

Accepted Answer

Most advertisers strive to measure the impact of their ad campaigns on communication, which includes the ad's potential for increasing awareness, knowledge, preference, and sales, among other factors.

Question 7

Public relations involves a variety of programs designed to promote or protect a company's image or its individual products.

Accepted Answer

Public relations covers a wide range of activities aimed at building and maintaining a positive image for a company, as well as promoting its products and services. It may include media outreach, community relations, crisis management, and other related activities.

Question 8

Sellers use incentive-type promotions to attract new triers, to reward loyal customers, and to increase the repurchase rates of occasional users.

Accepted Answer

Incentive-type promotions are commonly used by sellers for these purposes.

Question 9

Communication-effect research seeks to determine whether an ad is communicating effectively.

Accepted Answer

Communication-effect research is specifically focused on determining the effectiveness of an ad's communication, so the statement is true.

Question 10

Ideally, consumer sales promotions would have short-run sales impact as well as long-run brand equity effects.

Accepted Answer

Consumer sales promotions that not only boost sales in the short term but also build long-term loyalty towards the brand are considered ideal. Brands must consider both short-term and long-term marketing goals while designing and executing sales promotional campaigns.

Question 11

The forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the advertising should be.

Accepted Answer

The statement is true. Continuous advertising can help lower the forgetting rate by keeping the brand top-of-mind for consumers.

Question 12

Examples of retailer promotions include price cuts, feature advertising, retailer coupons, and retailer contests or premiums.

Accepted Answer

The statement is true. Retailer promotions can include price cuts, feature advertising, retailer coupons, and retailer contests or premiums.

Question 13

In making choices, the media planner has to rely on measurement services that provide estimates of audience size, composition, and media cost.

Accepted Answer

Media planners rely on measurement services such as ratings, demographics, and cost data to make informed decisions about which media channels to use for advertising campaigns. These services provide estimates of audience size and composition, as well as media cost, which are crucial factors in making effective media buying decisions.

Question 14

Researchers try to measure the sales impact through analyzing historical or experimental data.

Accepted Answer

Researchers often use historical or experimental data to measure the impact of different marketing tactics or strategies on sales. This can help them uncover correlations, identify patterns, and test hypotheses to better understand what drives consumer behavior and purchase decisions. By analyzing these data sets, researchers can make more informed recommendations for how businesses can optimize their marketing efforts and improve their bottom line.

Question 15

Advertising's sales effect is generally no more difficult to measure than its communication effect.

Accepted Answer

While advertising's communication effect can be difficult to measure due to intangible factors such as brand awareness and attitude, its sales effect can be even more challenging to measure accurately. Factors such as seasonality, price changes, and external market forces can all impact sales, making it difficult to isolate the impact of advertising on sales.

Question 16

Advertising typically builds brand loyalty and sales promotions weaken brand loyalty.

Accepted Answer

Advertising aims to build brand loyalty by creating a positive image and association with the brand in the minds of consumers. On the other hand, sales promotions typically offer short-term incentives to purchase a product, which may lead to a decrease in brand loyalty as consumers may switch to other brands offering similar promotions.

Question 17

Marketing public relations serves a special constituency, the marketing department.

Accepted Answer

Marketing public relations specifically focuses on the marketing department's goals and objectives, so it serves as a specialized form of PR for that particular department.

Question 18

In measuring an event, the supply-side method attempts to approximate the amount of time or space devoted to media coverage of an event.

Accepted Answer

The supply-side method does attempt to approximate the amount of time or space devoted to media coverage of an event.

Question 19

Developing successful sponsored events involves choosing the appropriate events; designing the optimal sponsorship program for the event; and managing the event dynamics properly.

Accepted Answer

Developing successful sponsored events involves choosing the appropriate events; designing the optimal sponsorship program for the event; and managing the event dynamics properly.

Question 20

Strategically, out-of-home advertising is often more effective at enhancing brand awareness or reinforcing brand image than creating new brand associations.

Accepted Answer

Out-of-home advertising is typically more visible and impactful for audiences who are already familiar with a brand or have some level of brand awareness. It can help to reinforce or solidify existing brand associations, but is generally less effective at creating entirely new associations with a brand.

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

The growing power of larger retailers has increased the retailer's ability to demand trade promotion at the expense of consumer promotion and advertising.

Sales promotion 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.

In choosing media, the advertiser faces both a macroscheduling and a microscheduling decision.

Advertisers have the choice of concentrated, continuous, or episodic when deciding on the advertisements timing patterns.

Marketers report a number of reasons why they sponsor events. One of these reasons is that the firm wishes to identify with a particular target market or life style.

Most advertisers try to measure the communication effect of an ad that is, its potential effect on awareness, knowledge, preference, and sales effect.

Public relations involves a variety of programs designed to promote or protect a company's image or its individual products.

Sellers use incentive-type promotions to attract new triers, to reward loyal customers, and to increase the repurchase rates of occasional users.

Communication-effect research seeks to determine whether an ad is communicating effectively.

Ideally, consumer sales promotions would have short-run sales impact as well as long-run brand equity effects.

The forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the advertising should be.

Examples of retailer promotions include price cuts, feature advertising, retailer coupons, and retailer contests or premiums.

In making choices, the media planner has to rely on measurement services that provide estimates of audience size, composition, and media cost.

Researchers try to measure the sales impact through analyzing historical or experimental data.

Advertising's sales effect is generally no more difficult to measure than its communication effect.

Advertising typically builds brand loyalty and sales promotions weaken brand loyalty.

Marketing public relations serves a special constituency, the marketing department.

In measuring an event, the supply-side method attempts to approximate the amount of time or space devoted to media coverage of an event.

Developing successful sponsored events involves choosing the appropriate events; designing the optimal sponsorship program for the event; and managing the event dynamics properly.

Strategically, out-of-home advertising is often more effective at enhancing brand awareness or reinforcing brand image than creating new brand associations.