ch 18 managing mass communication

TOP 10 Learning Concepts

Ch 18 Managing Mass Communications

Ching D. MarcialDecember 22, 2011

www.chingmarcial.blogspot.com

______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects.

A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement

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Question 1


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Concept

MISSION MONEY

MEDIA MEASUREMENT

The 5M’s of Advertising

MESSAGE


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Concept Explanation

MISSION MONEY

MEDIA MEASUREMENT

The 5M’s of Advertising

MESSAGE

______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects.

A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement


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Answer 1

________________ is/are one of the four (4) mass communication tools to improve brand or company image, which consist of diverse collection of incentive tools, mostly short term, designed to stimulate faster and bigger purchase of products or services.

A. Public Relations (PR)B. Sales Promotion C. Events and ExperiencesD. AdvertisingE. Sales Promotion and AdvertisingF. All of the above


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Question 2


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Concept

Sales Promotion

Public Relation

Events & Experiences Advertising

The Four (4) Mass Communication Tools


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Concept Explanation

Sales Promotion

Public Relation

Events & Experiences Advertising

The Four (4) Mass Communication Tools

________________ is/are one of the four (4) mass communication tools to improve brand or company image, which consist of diverse collection of incentive tools, mostly short term, designed to stimulate faster and bigger purchase of products or services.

A. Public Relations (PR)B. Sales Promotion C. Events and ExperiencesD. AdvertisingE. Sales Promotion and AdvertisingF. All of the above


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Answer 2

In building strong brand equity, advertisers would always seek “BIG ideas” EXCEPT;

A. Establish connection with consumer emotionally and rationally

B. Sharply distinguish the brand from its competitorsC. Broad and flexible enough to translate to different

media, markets and time periodsD. Establish brand loyalty and exclusivity


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Question 3


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Concept

The “BIG Idea” in Advertising

A compelling idea that will bring the advertising message strategy to life


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Concept Explanation

The “BIG Idea” in Advertising

connects with consumers rationally and emotionally

sharply distinguishes the brand from competitors

is broad and flexible enough to translate to different media, markets and time periods.

In building strong brand equity, advertisers would always seek “BIG ideas” EXCEPT;

A. Establish connection with consumer emotionally and rationally

B. Sharply distinguish the brand from its competitorsC. Broad and flexible enough to translate to different

media, markets and time periodsD. Establish brand loyalty and exclusivity


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Answer 3

Product placement is an example of alternative advertising options which aims for the following , EXCEPT

A. Reach a precise and captive audience in a cost effective manner

B. Provide simple and direct messageC. Enhance brand image and brand awarenessD. Assure consumers of tangible consumer benefits


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Question 4


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Concept

Alternative Advertising Options

can often reach a very precise and captive audience in a cost-effective manner

The message must be simple direct and effective


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Concept Explanation

Alternative Advertising Options

Place Advertising

ProductPlacement

Point of Purchase

Product placement is an example of alternative advertising options which aims for the following , EXCEPT

A. Reach a precise and captive audience in a cost effective manner

B. Provide simple and direct messageC. Enhance brand image and brand awarenessD. Assure consumers of tangible consumer benefits


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Answer 4

Which of the following statement/s is TRUE about Experiential Marketing;

A. Connects a products or service with interesting experience to the customers

B. Provides commendable services to consumersC. Considers customer feedback in marketing products and

servicesD. Emphasis on product innovation and product value in

promotionsE. Both A & CF. All of the above


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Question 5


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Concept

Experiential Marketing

The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels


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Concept Explanation

Customer

LogicEmotions

Comfort & Pleasure

Goal of Experiential Marketing

Senses

Which of the following statement/s is TRUE about Experiential Marketing;

A. Connects a products or service with interesting experience to the customers

B. Provides commendable services to consumersC. Considers customer feedback in marketing products and

servicesD. Emphasis on product innovation and product value in

promotionsE. Both a & cF. All of the above


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Answer 5

Which of the following statements about Sales Promotion is/are TRUE

A. The value of sales promotion is realized through profitB. Its outcome will benefit the marketer, manufacturer,

consumer and retailerC. Sales promotion as a tool to create brand awareness will

build brand equityD. Sales promotion is a way to communicate product

quality to consumer


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Question 6


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Concept

Sales Promotion

includes tools for consumer promotion, trade promotion, business and sales-force promotions

Effects are usually short term

Not effective in long term preference


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Concept Explanation

Characteristics of Sales Promotion

They gain attention and usually provide information that may lead the customer to the product

They incorporate some concession, inducement, or contribution that gives value to the consumer

They include a distinct invitation to engage in the transaction now

It benefits not only marketers, but also manufacturers, consumers and retailers

Which of the following statements about Sales Promotion is/are TRUE

A. The value of sales promotion is realized through profitB. Its outcome will benefit the marketer, manufacturer,

consumer and retailerC. Sales promotion as a tool to create brand awareness will

build brand equityD. Sales promotion is a way to communicate product

quality to consumer


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Answer 6

The DO it- yourself steak concept of Pepper Lunch is an example of;

A. Experiential MarketingB. AdvertisingC. PromotionsD. Product Placement


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Question 7


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Concept


As a UNIQUE approach to the task of marketing goods and services through UNIQUE experience


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Concept Explanation

Customer

LogicEmotions

Comfort & Pleasure


Senses

The DO it- Yourself steak concept of Pepper Lunch is an example of;

A. Experiential MarketingB. AdvertisingC. PromotionsD. Product Placement


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Answer 7

In developing an advertising program, which part of the 5M’s does the “Smells Good, Taste Even Better” of Gardenia belong?

A. Marketing Tag LineB. MessageC. MissionD. Marketing Communication


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Question 8


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Concept

Advertising Message

One of the 5M’s in developing an advertising program which aims to communicate the product offering to its target consumers


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Concept Explanation

Message Components

The Appeal Value Proposition

Slogan

In developing an advertising program, which part of the 5M’s does the “Smells Good, Taste Even Better” of Gardenia belong?

A. Marketing Tag LineB. MessageC. MissionD. Marketing Communication


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Answer 8

Jollibee and Chowking Products featured in the movie “ALL My Life” with stars Aga Mulach is an example of?

A. Product PromotionsB. Product PlacementC. AdvertisementD. Promotional Alternatives


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Question 9


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Concept

Product Placement

A non traditional advertising technique done by advertisers to subtly promote their products through a non-traditional advertising technique, usually through appearances in films, television, or other media

Jollibee and Chowking Products featured in the movie “ALL My Life” with stars Aga Mulach is an example of?

A. Product PromotionsB. Product PlacementC. AdvertisementD. Promotional Alternatives


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Answer 9

Lucky Me noodles’ “FaMealy Day” campaign is an example of?

A. Marketing Public RelationsB. Corporate Social Responsibility EffortsC. Social Campaign AddsD. Public Relations ManagementE. Both A & CF. All of the above

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Question 10


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Concept

Public Relations

Consists of variety of programs designed to improve maintain or protect the image of the organization or its offering


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Concept Explanation

Public Relations

Builds CREDIBILITY

Create AWARENESS

Lower COST

Lucky Me noodles’ “FaMealy Day” campaign is an example of? A. Marketing Public RelationsB. Corporate Social Responsibility EffortsC. Social Campaign AddsD. Public Relations ManagementE. Both A & CF All of the above

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Answer 10

ch 18 managing mass communication

Education

marketing tag lineb

seek big ideas

create brand awareness

considers customer feedback

build brand equityd

trueabout experiential marketing

ofalternative advertising options

traditional advertising technique