TOP 10 Learning Questions for Chapter 18:Managing Mass Communications

James Victor K. Otayza, MDMay 21, 2010

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1. ______ stimulates repeat purchase of products & services

• Reinforcement advertising• Persuasive advertising• Reminder advertising• Informative advertising

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2. Presenting news & info about a company in the best possible light is called ______.

• product publicity• corporate communications• press relations• lobbying• counseling

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3. The following are disadvantages of newspapers except _________.

• Short life• Poor reproduction quality• High clutter• Small “”pass along” audience

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4. Patterns of advertising are the following except ________.

• pulsing • flighting• burst• concentration

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5. Which of the following is false?

A. Most companies use outside agencies to help create advertising campaigns

B. Higher competition and clutter calls for heavier advertising

C. Marketing public relations (MPR) assists in the repositioning of a product

D. Buyer turnover expresses the rate at which repeat buyers enter the market

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6. Which of the following is false?

• Sales promotion offers clients an incentive to buy

• Bait-and-switch is a good way to attract buyers

• Taking care not to offend the general public is part of social responsibility

• In choosing media types, planners consider the product characteristics, among others

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7. The DOH poster showing the many diseases caused by smoking is an example of

• Informative advertising• A high impact ad• Passive media• A & C only• A, B & C

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8. Campaign posters are examples of

• persuasive advertising• reinforcement advertising• informative advertising• reminder advertising• all of the above

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9. The recent controversial billboard ad of a personal lubricant is an example of

• place advertising• targets mainly teenagers• a violation of social responsibility• A & C only• all of the above

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10. The radio ads giving away concert tickets are examples of

• consumer-directed tactics• trade-directed tactics• high cost media• high demographic selectivity media• informative advertising

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