This document contains 10 learning questions and answers about mass communications and marketing concepts. It discusses the 5 M's of advertising, factors to consider in setting an advertising budget, advertising objectives like reminder advertising, steps in developing an ad campaign, components of print ads, major advertising media types, the difference between advertising and other promotional tools, types of sales promotion incentives, and how experiences differ from goods or services.

1. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo

2. 1. Which of the 5 M’s of Advertising involves consideration of market share, consumer base and competition? Mission Money Message Media Measurement 2 http://ph.linkedin.com/in/francisbensoncabehugo

3. These are the 5 major decisions in developing an advertising program! http://ph.linkedin.com/in/francisbensoncabehugo

4. Money asks the question: “How much can be spent?” Establish advertising budget for each product Spend the amount required : achieve the sales goal http://ph.linkedin.com/in/francisbensoncabehugo

5. 1. Which of the 5 M’s of Advertising involves consideration of market share, consumer base and competition? Mission Money Message Media Measurement 5 http://ph.linkedin.com/in/francisbensoncabehugo

6. 2. Among the 5 factors to consider in setting the advertising budget, which statement is TRUE? Established brands are usually supported with higher advertising budgets. High-market-share brands usually require less advertising expense as a percentage of sales. A brand does not need to advertise more heavily in a market with many competitors. Advertising frequency does not have an impact on the advertising budget. None of the above 6 http://ph.linkedin.com/in/francisbensoncabehugo

7. 5 factors to consider in setting up an advertising budget 7 http://ph.linkedin.com/in/francisbensoncabehugo

8. On the other hand, to build share by increasing market size requires larger advertising expenditures! http://ph.linkedin.com/in/francisbensoncabehugo

9. 2. Among the 5 factors to consider in setting the advertising budget, which statement is TRUE? Established brands are usually supported with higher advertising budgets. High-market-share brands usually require less advertising expense as a percentage of sales. A brand does not need to advertise more heavily in a market with many competitors. Advertising frequency does not have an impact on the advertising budget. None of the above 9 http://ph.linkedin.com/in/francisbensoncabehugo

10. 3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above 10 http://ph.linkedin.com/in/francisbensoncabehugo

11. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo

12. Classification of advertising objectives according to their aim: http://ph.linkedin.com/in/francisbensoncabehugo

13. 3. Among these 4 advertising objectives, which of the following aims to stimulate repeat purchase of products? Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising None of the above 13 http://ph.linkedin.com/in/francisbensoncabehugo

14. 4. In developing an ad campaign, which of these steps that marketers employ involves consideration of the advertising medium (tv, print & radio)? Message generation and evaluation Creative development and execution Social-responsibility review All of the above None of the above 14 http://ph.linkedin.com/in/francisbensoncabehugo

15. A good ad focuses on 1 or 2 core selling propositions! 15 http://ph.linkedin.com/in/francisbensoncabehugo

16. The ad’s impact depends not only on what it says, but often more important, how it says it. 16 Creative development and Execution http://ph.linkedin.com/in/francisbensoncabehugo

17. Advertisers must be sure advertising do not overstep social & legal norms 17 Social responsibility review http://ph.linkedin.com/in/francisbensoncabehugo

18. 4. In developing an ad campaign, which of these steps that marketers employ involves consideration of the advertising medium (tv, print & radio)? Message generation and evaluation Creative development and execution Social-responsibility review All of the above None of the above 18 http://ph.linkedin.com/in/francisbensoncabehugo

19. 5. What is this Print Ad component (marked in green here)? 19 ? Title Heading Headline Theme None Copy Picture Copy http://ph.linkedin.com/in/francisbensoncabehugo

20. Print Ad Components 20 http://ph.linkedin.com/in/francisbensoncabehugo

21. 5. What is this Print Ad component (marked in green here)? 21 Headline Title Heading Headline Theme None Copy Picture Copy http://ph.linkedin.com/in/francisbensoncabehugo

22. 6. Which statement is FALSE regarding the major advertising media types? Newspapers are timely and has a good local market coverage Television is very expensive and has less audience selectivity Telephone has many users and provides opportunity to give a personal touch Radio has fleeting exposure and has lower attention than TV None of the above 22 http://ph.linkedin.com/in/francisbensoncabehugo

23. Media planners make their choices by considering the following variables: 23 http://ph.linkedin.com/in/francisbensoncabehugo

24. Profiles of Major Media Types (Advantages and Limitations) 24 http://ph.linkedin.com/in/francisbensoncabehugo

25. 6. Which statement is FALSE regarding the major advertising media types? Newspapers are timely and has a good local market coverage Television is very expensive and has less audience selectivity Telephone has many users and provides opportunity to give a personal touch Radio has fleeting exposure and has lower attention than TV None of the above 25 http://ph.linkedin.com/in/francisbensoncabehugo

26. 7. Which of the following refers to any paid form of nonpersonal presentation & promotion of ideas, goods or services by an identified sponsor ? Sales promotion Advertising Public relations Events and experiences 26 http://ph.linkedin.com/in/francisbensoncabehugo

30. ideas

31. services29 Mass Communications use 4 PEAS tools http://ph.linkedin.com/in/francisbensoncabehugo

33. product samples

34. premiums

35. freebies

36. contests

37. rebates30 Mass Communications use 4 PEAS tools http://ph.linkedin.com/in/francisbensoncabehugo

38. 7. Which of the following refers to any paid form of nonpersonal presentation & promotion of ideas, goods or services by an identified sponsor ? Sales promotion Advertising Public relations Events and experiences 31 http://ph.linkedin.com/in/francisbensoncabehugo

39. 8. These tools are used in sales promotion. What incentive tools are samples, coupons, cash refund offers, prices off, premiums, free trials, etc. belong? Consumer promotion Trade promotion Business and sales force promotion None of the above 32 http://ph.linkedin.com/in/francisbensoncabehugo

40. Sales promotion consists of a collection of incentive tools to stimulate quicker purchase by consumers! Consumer promotion includes: Samples Coupons Cash refund offers Premiums Prizes Patronage rewards Free trials Warranties Point-of-purchase displays 33 http://ph.linkedin.com/in/francisbensoncabehugo

41. Sales promotion consists of a collection of incentive tools to stimulate quicker purchase by consumers! Trade promotion includes: Prices off Advertising and display allowances Free goods 34 http://ph.linkedin.com/in/francisbensoncabehugo

42. Sales promotion consists of a collection of incentive tools to stimulate quicker purchase by consumers! Business and sales-force promotion includes: Trade shows and conventions Contests for sales reps Specialty advertising 35 http://ph.linkedin.com/in/francisbensoncabehugo

43. 8. These tools are used in sales promotion. What incentive tools are samples, coupons, cash refund offers, prices off, premiums, free trials, etc. belong? Consumer promotion Trade promotion Business and sales force promotion None of the above 36 http://ph.linkedin.com/in/francisbensoncabehugo

44. 9. Which consumer promotion tool refers to inviting prospective purchasers to try the product without cost in the hope that they will buy? Samples Coupons Free trials Patronage awards None of the above 37 http://ph.linkedin.com/in/francisbensoncabehugo

45. Consumer Promotion Tools 38 http://ph.linkedin.com/in/francisbensoncabehugo

46. 9. Which consumer promotion tool refers to inviting prospective purchasers to try the product without cost in the hope that they will buy? Samples Coupons Free trials Patronage awards None of the above 39 http://ph.linkedin.com/in/francisbensoncabehugo

47. 10. Which of the following statements is FALSE regarding creating experiences? If you charge for stuff, then you are in the commodity business. If you charge for tangible things, then you are in the goods business. If you charge for the activities you perform, then you are in the service business. If you charge for the time customers spend with you, then and only then are you in the experience business. None of the above 40 http://ph.linkedin.com/in/francisbensoncabehugo

49. Experiential marketing connects a product or service with unique & interesting experiences! The idea is not to sell something, but to demonstrate how a brand can enrich a customer’s life. 42 http://ph.linkedin.com/in/francisbensoncabehugo

50. 10. Which of the following statements is FALSE regarding creating experiences? If you charge for stuff, then you are in the commodity business. If you charge for tangible things, then you are in the goods business. If you charge for the activities you perform, then you are in the service business. If you charge for the time customers spend with you, then and only then are you in the experience business. None of the above 43 http://ph.linkedin.com/in/francisbensoncabehugo

51. TOP 10 Learning Questions for Chapter 18 Managing Mass Communications Francis Benson C. Hugo April 14, 2011 http://ph.linkedin.com/in/francisbensoncabehugo