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

After its sponsorship of the U.S. national team at the 2010 Winter Olympics, Procter & Gamble estimated it received an increase in revenue of how much?

What are the five major decisions, known as 'the five Ms', that marketing managers must make when developing an advertising program?

According to the text, which type of advertising aims to create brand awareness and knowledge of new products or new features of existing products?

In the example of an advertising objective for a low-sudsing detergent, the goal was to increase the number of homemakers who identify and are persuaded by the brand from 10 percent to what percentage within one year?

Which of the following is NOT listed as one of the five specific factors to consider when setting the advertising budget?

The 'Got Milk?' campaign was developed to address a 20-year decline in milk consumption by reminding consumers of what?

Which advertising medium is generally acknowledged as the most powerful and reaches a broad spectrum of consumers at a low cost per exposure?

The Motel 6 radio ad campaign, named one of Advertising Age’s Top 100 Ad Campaigns, features the clever tagline:

In the context of media selection, what does 'Reach (R)' refer to?

What is the term for a broad category of out-of-home advertising that includes creative forms like billboards, ads in public spaces, and product placement?

In the film 'Skyfall', how much did Heineken reportedly pay for the rights to have James Bond drink its beer instead of his traditional vodka martini?

What percentage of consumers make brand decisions in the store, according to one study cited in the section on Point of Purchase advertising?

When evaluating advertising effectiveness, what is the purpose of communication-effect research, also known as copy testing?

The text states that 'Whereas advertising offers a reason to buy, sales promotion offers an ______.'

Coupon redemption in the U.S. peaked in 1992 at 7.9 billion coupons but dropped to what number by 2013?

According to a study of over 1,000 promotions, what percentage was found to have 'paid off'?

Which of these is listed as a consumer promotion tool that is typically NOT brand building?

What are the two main types of consumer promotion tools listed in Table 20.3 that involve offering a product for free to prospective purchasers?

What is the term for retailers buying a greater quantity during a deal period than they can immediately sell?

According to the IEG Sponsorship Report, what percentage of the estimated 19.8 billion dollars spent on sponsorships in North America in 2013 went to sports?

What are 'atmospheres' defined as in the context of daily encounters with brands?

Which of the following is NOT listed as one of the eight reasons marketers report for sponsoring events?

To make a sponsorship program successful, how much should be spent on related marketing activities compared to the sponsorship expenditure itself?

What is the demand-side method for measuring sponsorship activities focused on?

A public is defined in the text as any group that has an actual or potential interest in or impact on what?

What is the old name for marketing public relations (MPR), which was defined as the task of securing editorial space as opposed to paid space?

Marketing Public Relations (MPR) was used to rebuild interest in declining commodities. Which of the following was NOT listed as an example?

What are the major tools of Marketing PR (MPR) as described in Table 20.6?

In the case of the Meow Mix PR campaign, how many media placements did the story about the remixed jingle receive?

The easiest gauge of MPR's effectiveness is the number of exposures carried by the media. A more satisfying measure would be the change in product awareness, comprehension, or what else?

What is comparative advertising?

In the Aflac case study, the ad campaign featuring the duck increased name recognition from 13 percent to what percentage?

According to the 'Marketing Memo: Print Ad Evaluation Criteria,' what is the first question a marketer should be able to answer 'yes' to?

What percentage of U.S. citizens age 12 and older listen to the radio daily, according to the text?

Simple exaggerations in advertising that are not meant to be believed and that are permitted by law are known as what?

In the Splenda 'Off-Air Ad Battles' case, what was Splenda's tagline that competitor Merisant claimed was confusing to consumers?

If a given media schedule reaches 80 percent of homes with an average exposure frequency of 3, what is its gross rating points (GRP)?

What cost did a full-page, four-color ad in Sports Illustrated have in 2014, according to the text?

The 'Marketing Memo: Winning The Super Bowl of Advertising' notes that a 30-second ad slot for the 2014 Super Bowl sold for how much?

In media timing, which pattern means exposures appear evenly throughout a given period?

The formulation for measuring the sales impact of advertising shown in Figure 20.4 suggests that a company's share of advertising expenditures produces a share of voice, which in turn earns a share of consumers' minds and hearts, and ultimately, a what?

Which type of advertising pretest research technique involves showing shoppers products in a trailer, then showing them commercials, and giving them coupons to track redemption rates?

In the Groupon case study, what percentage of the revenues in each deal does Groupon typically take?

Among the objectives for sales promotions targeted at retailers, which of the following is NOT listed?

Which consumer promotion tool is defined as 'Offers of the chance to win cash, trips, or merchandise as a result of purchasing something'?

In the context of trade promotion tools, what is an 'advertising allowance'?

Business marketers may spend as much as what percentage of their annual promotion budget on trade shows and conventions?

What is the term for useful, low-cost items bearing a company's name and address that salespeople give to prospects and customers?

In planning a sales promotion, the time necessary to prepare the program prior to launching it is called what?

Which of the following is one of the five functions of a public relations department, defined as 'Dealing with legislators and government officials to promote or defeat legislation and regulation'?