Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

Under which of the following conditions is the frequency the most important
factor in media selection?
When
launching infrequently purchased brands
When
going into undefined target markets
When
introducing flanker brands
When
there is high consumer resistance to the product
15.
Which of the following equations accurately describes the total number of
exposures (E) of an advertising message through a given medium?
E =
reach * frequency
E =
frequency / reach
E =
reach * frequency * impact
E =
(reach * frequency) / impact
16.
________ is finding the most cost-effective media to deliver the desired number
and type of exposures to the target audience.
Content
analysis
Media
scheduling
Media
selection
Copy
testing
17.
________ is based on the premise that marketers can no longer use interruption
marketing via mass media campaigns.
Database
marketing
Internet
marketing
Permission
marketing
Relationship
marketing
18.
________ is an aggressive maneuver where the firm attacks first, perhaps with
guerrilla action, across the market, keeping everyone off balance.
Preemptive
defense
Contraction
defense
Position
defense
Flank
defense
19.
Which of the following factors forms the basis of assessing sponsorship
activities through supply-side methods?
Brand
exposure reported by consumers
Impact
on sponsors bottom line
Extent
of media coverage
Consumers
brand knowledge
20.
In order to help anticipate public relations crises its important to think
about the possible events that could occur and the appropriate management
response. This is often referred to as
preventative
planning
imagining
the worst
dreaming
about the future
imagining
the risk
21.
Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they
were offered chilled juice. Their check-in formalities were handled by the
staff. When they entered their room, they saw that chocolates had been placed
on the pillows and a flower arrangement on the table. The hotel’s actions are
an example of
customer
value analysis
a
customer touch point
customer
perceived value
customer
lifetime value
1. Which
of the following statements correctly reflects a characteristic of public
relations as a marketing communications tool?Public
relations can reach prospects who prefer to avoid mass media and targeted
promotions.They
incorporate some concession, inducement, or contribution that gives value to
the consumer.Given
their live, real-time quality, public relations tools are more actively
engaging for consumers.Public
relations communications can be prepared to appeal to the addressed individual.2. When
a consumer considers a product or service, he or she will choose whichever
product or service delivers the highestcustomer-perceived
valuecustomer
equitycustomer
lifetime valuecustomer-perceived
cost3. Selective
price cuts, intense promotional blitzes, and occasional legal action are
commonplace in the strategic design ofguerilla
warfarea
bypass attackan
encirclement attacka
frontal attack4. Total
customer satisfaction is measured based on the relationship ofadvertised
outcomes and real outcomesperceived
performance and expectationpast
experience and present experienceexpected
value and total customer benefit5. TBS
Bikes has recently introduced a series of bikes called Surami. The core
positioning of TBS Bikes is “speed”. Surami is a five-gear bike and,
apart from speed, the company promises to include other features such as safety,
good performance, and pollution control features. This describes the ________
of the bike.value
propositiontotal
customer costvalue-delivery
systemcustomer-perceived
value6. What
function does a company’s public relations department perform when it promotes
understanding of the organization through internal and external communications?Product
publicityCorporate
communicationsPress
relationsCounseling7. Companies
provide rewards to customers who buy often and in substantial amounts. These
reward schemes are referred to asquality
programsbenefit
programsfrequency
programssatisfaction
programs8. An
insider trading crisis for an organization is what type of public relations
crisis?Act
of upheavalAct
of natureUnintentional
eventIntentional
event9. When
dealing with a public relations crisis, a _____ can be a useful online tool to
communicate with internal stakeholders.public
sitecrisis
sitewhite
sitedark
site10.
Which of the following benefits is offered by sales promotion tools?They
allow buyers personal choices and encourage them to respond directly.They
can reach prospects who prefer to avoid mass media and targeted promotions.They
incorporate some concession, inducement, or contribution that gives value to
the consumer.They
are typically an indirect form of soft-sell and hence, better received by
customers.11.
Which of the following circumstances are best suited for the use of personal
selling?When
there is minimal risk involved in buying or using the productsWhen
the market has fewer and larger sellersWhen
prospective customers are spread across a wide geographic areaWhen
the products used are simple and easy-to-use12.
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
express commitment to the community or on social issuesTo
entertain key clients or reward key employeesTo
enhance corporate imageTo
create perceptions of key brand image associations13.
When Starbucks introduced its Tazo Tea line to bring in new customers who had
never gone to Starbucks because they don’t drink coffee, Starbucks was
employing a ________ strategy.new-market
segmentniche
identificationgeographical-expansionmarket-penetration14.
Under which of the following conditions is the frequency the most important
factor in media selection?When
launching infrequently purchased brandsWhen
going into undefined target marketsWhen
introducing flanker brandsWhen
there is high consumer resistance to the product15.
Which of the following equations accurately describes the total number of
exposures (E) of an advertising message through a given medium?E =
reach * frequencyE =
frequency / reachE =
reach * frequency * impactE =
(reach * frequency) / impact16.
________ is finding the most cost-effective media to deliver the desired number
and type of exposures to the target audience.Content
analysisMedia
schedulingMedia
selectionCopy
testing17.

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