Question 1

Advertisers and their agencies must be sure advertising does not overstep social and legal norms. Public policy makers have developed a substantial body of laws and regulations to given advertising. List the restraints imposed upon Canadian advertisers and their clients by Advertising Standards Canada.

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Question 2

Marketing public relations plays an important role in specific tasks. List these six tasks.

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Question 3

In considering when and how to use MPR, management must establish the marketing objectives, choose the PR messages and vehicles, implement the plan carefully, and evaluate the results. To accomplish this, MPR has a number of "tools" at its disposal. List and define the major "tools" of an effective MPR department.

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Question 4

Manufacturers face several challenges in managing trade promotions. List some of these challenges and explain.

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Question 5

In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. Then they can make the five major decisions know as "the five Ms." List and explain each of these "Ms."

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Question 6

In deciding to use a particular type of consumer promotional incentive, marketers have several factors to consider. List these factors and briefly explain them.

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Question 7

A decade ago, the advertising-to-sales promotion ratio was about 60:40. Today, in many consumer-packaged-goods companies sales promotion accounts for 75 percent of the combined budget. Several factors contribute to this rapid growth. List and explain these factors.

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Question 8

In designing and evaluating an ad campaign, it is important to distinguish the message strategy or positioning of an ad from it creative strategy. To develop a message strategy, advertisers go through three steps. List and explain these three steps.

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Question 9

The media planner has to know the capacity of the major advertising media types to deliver reach, frequency, and impact. Media planners make their choices by considering four variables. List these variables and briefly explain them.

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Question 10

IEG Sponsorship Report estimated that $17.1 billion will be spent on sponsorship in North America alone during 2010. List the eight reasons why marketers may want to sponsor an event.

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