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Top 10 learning question Presentation Transcript

  • 1. TOP 10 Learning Questions for Chapter 18 – Managing Mass Communication Theresia Situmorang September 16, 2011 www.tualitorphory.blogspot.com
  • 2. 1. Major Decisions in developing an advertising program, except:
    • A. Mission
    • B. Money
    • C. Method
    • D. Media
    • E. Measurement
    www.tualitorphory.blogspot.com
  • 3. CONCEPT MISSION MONEY MESSAGE MEDIA MEASUREMENT Using 5Ms in Developing & Advertising Program www.tualitorphory.blogspot.com
  • 4. The 5Ms of Advertising
    • There are 5 major decisions after marketing managers identify their target market and buyer motives.
      • MISSION : “What are our advertising objectives?”
      • MONEY : “How much can we spend?”
      • MESSAGE : “What message should we send?”
      • MEDIA : “What media should we use?”
      • MEASUREMENT : “How should we evaluate the results?”
    www.tualitorphory.blogspot.com
  • 5. 1. Major Decisions in developing an advertising program, except:
    • A. Mission
    • B. Money
    • C. Management
    • D. Media
    • E. Measurement
    www.tualitorphory.blogspot.com
  • 6. 2. Advertising frequency, product substitutability are factors to consider when__________?
    • A. Creating budget decisions
    • B. Developing the advertising campaign
    • C. Deciding on media and measuring effectiveness
    • D. Choosing major media types
    • E. Selecting specific media vehicles
    www.tualitorphory.blogspot.com
  • 7. Factors in Setting Budget Decisions www.tualitorphory.blogspot.com CONCEPT
  • 8. 2. Advertising frequency, product substitutability are factors to consider when__________?
    • A. Creating budget decisions
    • B. Developing the advertising campaign
    • C. Deciding on media and measuring effectiveness
    • D. Choosing major media types
    • E. Selecting specific media vehicles
    www.tualitorphory.blogspot.com
  • 9. 3. In designing and evaluating an campaign, advertisers develop_________ and _________.
    • A. Communication strategy, advertising strategy
    • B. Message strategy, promotions strategy
    • C. Message strategy and creative strategy
    • D. Campaign strategy and promotions strategy
    • E. Advertising strategy and communication strategy
    www.tualitorphory.blogspot.com
  • 10. Developing the Advertising Campaign Message Strategy Creative Strategy ADVERTISING CAMPAIGN www.tualitorphory.blogspot.com CONCEPT
  • 11. Developing the Advertising Campaign (3 steps): www.tualitorphory.blogspot.com MESSAGE GENERATION AND EVALUATION Free insights are important to avoid using the same appeals and position as others Conduct market research, prepare a creative brief. This is an elaboration of the positioning statement CREATIVE DEVELOPMENT AND EXECUTION It’s not only what the ad’s impact says, but more important how it says it. TV, print, radio are classified as media form. TV is acknowledged as the most powerful advertising medium, print media makes dynamic presentation and can be fairly passive, Radio ads are relatively inexpensive. SOCIAL RESPONSIBILITY REVIEW Advertisers must be careful not to offend general public and ethnic group. Ad agencies must be sure advertising does not overstep social and legal norms
  • 12. 3. In designing and evaluating an campaign, advertisers develop_________ and _________.
    • A. Communication strategy, advertising strategy
    • B. Message strategy, promotions strategy
    • C. Message strategy and creative strategy
    • D. Campaign strategy and promotions strategy
    • E. Advertising strategy and communication strategy
    www.tualitorphory.blogspot.com
  • 13. 4. The following are factors of a formula to determine sales impact of advertising, except:
    • A. Share of mind and heart
    • B. Share of expenditures
    • C. Share of voice
    • D. Share of market
    • E. Share of partnership
    www.tualitorphory.blogspot.com
  • 14. Formula for Measuring Sales Impact of Advertising www.tualitorphory.blogspot.com CONCEPT
  • 15. 4. The following are factors of a formula to determine sales impact of advertising, except:
    • A. Share of mind and heart
    • B. Share of expenditures
    • C. Share of voice
    • D. Share of market
    • E. Share of partnership
    www.tualitorphory.blogspot.com
  • 16. 5. Which of the following statement is true?
    • A. Informative advertising aims to create brand awareness and knowledge of new products or new feature of existing products.
    • B. Reminder advertising aims to stimulate repeat purchase of products and services.
    • C. Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service.
    • D. Reinforcement Advertising aims to convince current purchasers that they made the right choice.
    • E. All of the above statements are true
    www.tualitorphory.blogspot.com
  • 17. Advertising objectives can be classified as: www.tualitorphory.blogspot.com CONCEPT
  • 18. Advertising objectives can be classified as: (cont) www.tualitorphory.blogspot.com
  • 19. 5. Which of the following statement is true?
    • A. Informative advertising aims to create brand awareness and knowledge of new products or new feature of existing products.
    • B. Reminder advertising aims to stimulate repeat purchase of products and services.
    • C. Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service.
    • D. Reinforcement Advertising aims to convince current purchasers that they made the right choice.
    • E. All of the above statements are true
    www.tualitorphory.blogspot.com
  • 20. 6. Media planners consider their media type choices based on:
    • A. Target Audience
    • B. Cost
    • C. Message Characteristic
    • D. Product Characteristic
    • E. All of the above
    www.tualitorphory.blogspot.com
  • 21. Media Selection
    • The media planner must know the capacity of the major advertising media types to deliver REACH, FREQUENCY and IMPACT.
    CONCEPT www.tualitorphory.blogspot.com
  • 22. Choosing Among Media Types www.tualitorphory.blogspot.com
    • Radio and TV are the most effective media for reaching teens
    • Media types have different potential for demonstration, visualization, explanation and color
    • Timelines and information content will influence media choice
    • What counts is cost per thousand exposures
  • 23. 6. Media planners consider their media type choices based on:
    • A. Target Audience
    • B. Cost
    • C. Message Characteristic
    • D. Product Characteristic
    • E. All of the above
    www.tualitorphory.blogspot.com
  • 24. 7. Below are examples of consumer promotions, except:
    • A. Warranties
    • B. Specialty advertising
    • C. Cash Refund Offers
    • D. Patronage Rewards
    • E. Tie-in Promotions
    www.tualitorphory.blogspot.com
  • 25. Tools of Sales Promotion www.tualitorphory.blogspot.com CONCEPT CONSUMER PROMOTION TRADE PROMOTION BUSINESS & SALES-FORCE PROMOTION
    • Samples
    • Price Off
    • Trade Shows
    • Tie-in Promotions
    • Advertising & Display Allowances
    • Conventions
    • Cash Refund Offers
    • Free goods
    • Contest for Sales Reps
    • Warranties
    • Specialty Advertising
    • Patronage Rewards
  • 26. 7. Below are examples of consumer promotions, except:
    • A. Warranties
    • B. Specialty advertising
    • C. Cash Refund Offers
    • D. Patronage Rewards
    • E. Tie-in Promotions
    www.tualitorphory.blogspot.com
  • 27. 8. The following are events objectives, except:
    • A. To increase awareness of company or product name
    • B. To increase direct sales, maximize revenue and improve operational performance
    • C. To enhance corporate image
    • D. To entertain key clients or reward key employees
    • E. To express commitment to the community or on social issues
    www.tualitorphory.blogspot.com
  • 28. A number of reasons to sponsor events:
    • To increase awareness of company or product name – Sponsorship offers sustained exposure brand, a necessary condition to build brand recognition and brand recall.
    www.tualitorphory.blogspot.com CONCEPT
  • 29. A number of reasons to sponsor events (cont):
    • To enhance corporate image – Sponsorship can improve perceptions that the company is likeable and prestigious.
    • To entertain key clients or reward key employees – Many events include lavish hospitality tents and other special services or activities only for sponsors and the guests. This establish valuable business contacts
    www.tualitorphory.blogspot.com
  • 30.
    • To express commitment to the community or on social issues - Cause-related marketing sponsors nonprofit organizations and charities.
    A number of reasons to sponsor events (cont): www.tualitorphory.blogspot.com
  • 31. 8. The following are events objectives, except:
    • A. To increase awareness of company or product name
    • B. To increase direct sales, maximize revenue and improve operational performance
    • C. To enhance corporate image
    • D. To entertain key clients or reward key employees
    • E. To create experiences and evoke feelings
    www.tualitorphory.blogspot.com
  • 32. 9. Which of the following statement is true:
    • A. One of the functions of Public Relation is to present news and information about the organization in the most positive light.
    • B. PR promotes understanding of the organization through external communication
    • C. Counseling is part of PR functions in advising management of public issues and company positions and image during bad times
    • D. Only statement A is true
    • E. Statement A, B and C are true
    www.tualitorphory.blogspot.com
  • 33. 5 functions of Public Relations
    • Press Relations – Presenting news and information about the organization in the most positive light
    • Product Publicity – Sponsoring efforts to publicize specific products
    • Corporate Communications – Promoting understanding of the organization through INTERNAL and EXTERNAL communications
    • Lobbying – Dealing with legislators and government officials to promote or defeat legislation and regulation
    • Counseling – Advising management about public issues, and company positions and image during GOOD and BAD times.
    www.tualitorphory.blogspot.com CONCEPT
  • 34. 9. Which of the following statement is true:
    • A. One of the functions of Public Relation is to present news and information about the organization in the most positive light.
    • B. PR promotes understanding of the organization through external communication
    • C. Counseling is part of PR functions in advising management of public issues and company positions and image during bad times
    • D. Only statement A is true
    • E. Statement A, B and C are true
    www.tualitorphory.blogspot.com
  • 35. 10. The following are major decisions in Marketing PR:
    • A. Establishing objectives, choosing messages & vehicles, implementing the plan and evaluating results
    • B. Measuring sponsorship activities and Designing the plan and programs
    • C. Designing sponsorship program, Tracking of related promotions and creating events
    • D. Selecting consumer promotion tools and sales-force promotion tools
    • E. Developing, pretesting, implementing and evaluation the advertising and promotions programs
    www.tualitorphory.blogspot.com
  • 36. Major Decisions in Marketing PR www.tualitorphory.blogspot.com Can build awareness by placing stories in the media to bring attention to a product, service, person or idea MPR will search for a stories, include hosting major academic conventions, inviting experts or celebrity speakers. The easiest measure of MPR effectiveness is the number of exposures carried by the media. A better measure is the change in product awareness, comprehensions or attitude resulting from the MPR campaign CONCEPT
  • 37. 10. The following are major decisions in Marketing PR:
    • A. Establishing objectives, choosing messages & vehicles, implementing the plan and evaluating results
    • B. Measuring sponsorship activities and designing the plan and programs
    • C. Designing sponsorship program, tracking of related promotions and creating events
    • D. Selecting consumer promotion tools and sales-force promotion tools
    • E. Developing, pretesting, implementing and evaluation the advertising and promotions programs
    www.tualitorphory.blogspot.com
  • 38. TOP 10 Learning Questions for Chapter 18 – Managing Mass Communication Theresia Situmorang September 16, 2011 www.tualitorphory.blogspot.com