Ch 18 Managing Mass Communication

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Ch 18 Managing Mass Communication

  1. 1. TOP 10 Learning Concepts Ch 18 Managing Mass Communications Ching D. Marcial December22, 2011 www.chingmarcial.blogspot.com
  2. 2. Question 1______________ is one of the five (5) steps Indeveloping an advertising program, whichaims to evaluate communication strategiesand sales effects. A. Evaluation B. Measurement C. Advertisement Evaluation D. Strategic Measurement 2 www.chingmarcial.blogspot.com
  3. 3. Concept The 5M’s of Advertising MISSION MONEY MESSAGE MEDIA MEASUREMENT 3 www.chingmarcial.blogspot.com
  4. 4. Concept Explanation The 5M’s of AdvertisingMISSION MONEY MESSAGE MEDIA MEASUREMENT 4 www.chingmarcial.blogspot.com
  5. 5. Answer 1______________ is one of the five (5) steps Indeveloping an advertising program, whichaims to evaluate communication strategiesand sales effects. A. Evaluation B. Measurement C. Advertisement Evaluation D. Strategic Measurement 5 www.chingmarcial.blogspot.com
  6. 6. Question 2________________ is/are one of the four (4) masscommunication tools to improve brand or companyimage, which consist of diverse collection of incentivetools, mostly short term, designed to stimulate fasterand bigger purchase of products or services.A. Public Relations (PR)B. Sales PromotionC. Events and ExperiencesD. AdvertisingE. Sales Promotion and AdvertisingF. All of the above 6 www.chingmarcial.blogspot.com
  7. 7. Concept The Four (4) Mass Communication Tools Sales Public Promotion Relation Events & Experiences Advertising 7 www.chingmarcial.blogspot.com
  8. 8. Concept Explanation The Four (4) Mass Communication Tools Sales Public Promotion Relation Events & Experiences Advertising 8 www.chingmarcial.blogspot.com
  9. 9. Answer 2________________ is/are one of the four (4) masscommunication tools to improve brand or companyimage, which consist of diverse collection of incentivetools, mostly short term, designed to stimulate fasterand bigger purchase of products or services. A. Public Relations (PR) B. Sales Promotion C. Events and Experiences D. Advertising E. Sales Promotion and Advertising F. All of the above 9 www.chingmarcial.blogspot.com
  10. 10. Question 3In building strong brand equity, advertiserswould always seek “BIG ideas” EXCEPT;A. Establish connection with consumer emotionally and rationallyB. 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 10 www.chingmarcial.blogspot.com
  11. 11. Concept The “BIG Idea” in AdvertisingA compelling idea that will bring theadvertising message strategy to life 11 www.chingmarcial.blogspot.com
  12. 12. 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. 12 www.chingmarcial.blogspot.com
  13. 13. Answer 3In building strong brand equity, advertiserswould always seek “BIG ideas” EXCEPT;A. Establish connection with consumer emotionally and rationallyB. 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 13 www.chingmarcial.blogspot.com
  14. 14. Question 4Product placement is an example ofalternative advertising options which aimsfor the following , EXCEPTA. Reach a precise and captive audience in a cost effective mannerB. Provide simple and direct messageC. Enhance brand image and brand awarenessD. Assure consumers of tangible consumer benefits 14 www.chingmarcial.blogspot.com
  15. 15. Concept Alternative Advertising Options can often reach a very precise and captive audience ina cost-effective manner The message must be simple direct and effective 15 www.chingmarcial.blogspot.com
  16. 16. Concept Explanation Alternative Advertising Options Place Product Point of Advertising Placement Purchase 16 www.chingmarcial.blogspot.com
  17. 17. Answer 4Product placement is an example ofalternative advertising options which aimsfor the following , EXCEPTA. Reach a precise and captive audience in a cost effective mannerB. Provide simple and direct messageC. Enhance brand image and brand awarenessD. Assure consumers of tangible consumer benefits 17 www.chingmarcial.blogspot.com
  18. 18. Question 5Which of the following statement/s is TRUEabout Experiential Marketing;A. Connects a products or service with interesting experience to the customersB. 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 18 www.chingmarcial.blogspot.com
  19. 19. 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 19 www.chingmarcial.blogspot.com
  20. 20. Concept Explanation Goal of Experiential Marketing Emotions Logic Customer Comfort & Senses Pleasure 20 www.chingmarcial.blogspot.com
  21. 21. Answer 5Which of the following statement/s is TRUEabout Experiential Marketing;A. Connects a products or service with interesting experience to the customersB. 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 21 www.chingmarcial.blogspot.com
  22. 22. Question 6Which of the following statements aboutSales Promotion is/are TRUEA. 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 22 www.chingmarcial.blogspot.com
  23. 23. 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 23 www.chingmarcial.blogspot.com
  24. 24. 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 24 www.chingmarcial.blogspot.com
  25. 25. Answer 6Which of the following statements aboutSales Promotion is/are TRUEA. 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 25 www.chingmarcial.blogspot.com
  26. 26. Question 7The DO it- yourself steak concept of PepperLunch is an example of;A. Experiential MarketingB. AdvertisingC. PromotionsD. Product Placement 26 www.chingmarcial.blogspot.com
  27. 27. Concept Experiential Marketing As a UNIQUE approach to the task of marketing goods and services through UNIQUE experience 27 www.chingmarcial.blogspot.com
  28. 28. Concept Explanation Experiential Marketing Emotions Logic Customer Comfort & Senses Pleasure 28 www.chingmarcial.blogspot.com
  29. 29. Answer 7The DO it- Yourself steak concept of PepperLunch is an example of;A. Experiential MarketingB. AdvertisingC. PromotionsD. Product Placement 29 www.chingmarcial.blogspot.com
  30. 30. Question 8In developing an advertising program, whichpart of the 5M’s does the “Smells Good,Taste Even Better” of Gardenia belong?A. Marketing Tag LineB. MessageC. MissionD. Marketing Communication 30 www.chingmarcial.blogspot.com
  31. 31. Concept Advertising Message One of the 5M’s in developing an advertising program which aims to communicate the product offering to its target consumers 31 www.chingmarcial.blogspot.com
  32. 32. Concept Explanation Message Components The Appeal Value Slogan Proposition 32 www.chingmarcial.blogspot.com
  33. 33. Answer 8In developing an advertising program, whichpart of the 5M’s does the “Smells Good,Taste Even Better” of Gardenia belong?A. Marketing Tag LineB. MessageC. MissionD. Marketing Communication 33 www.chingmarcial.blogspot.com
  34. 34. Question 9Jollibee and Chowking Products featured inthe movie “ALL My Life” with stars AgaMulach is an example of? A. Product Promotions B. Product Placement C. Advertisement D. Promotional Alternatives 34 www.chingmarcial.blogspot.com
  35. 35. 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 35 www.chingmarcial.blogspot.com
  36. 36. Answer 9Jollibee and Chowking Products featured inthe movie “ALL My Life” with stars AgaMulach is an example of? A. Product Promotions B. Product Placement C. Advertisement D. Promotional Alternatives 36 www.chingmarcial.blogspot.com
  37. 37. Question 10Lucky Me noodles’ “FaMealy Day” campaignis an example of? A. Marketing Public Relations B. Corporate Social Responsibility Efforts C. Social Campaign Adds D. Public Relations Management E. Both A & C F. All of the above 37 www.chingmarcial.blogspot.com
  38. 38. Concept Public Relations Consists of variety of programs designed to improve maintain or protect the image of the organization or its offering 38 www.chingmarcial.blogspot.com
  39. 39. Concept Explanation Public Relations Builds CREDIBILITY Create AWARENESS Lower COST 39 www.chingmarcial.blogspot.com
  40. 40. Answer 10Lucky Me noodles’ “FaMealy Day” campaignis an example of?A. Marketing Public RelationsB. Corporate Social Responsibility EffortsC. Social Campaign AddsD. Public Relations ManagementE. Both A & CF All of the above 40 www.chingmarcial.blogspot.com

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