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TOP 10 Learning Questions for Chapter 18 – Managing Mass Communication Theresia Situmorang September 16, 2011 www.tualitorphory.blogspot.com
1. Major Decisions in developing an advertising program, except: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
CONCEPT MISSION MONEY MESSAGE MEDIA MEASUREMENT Using 5Ms in Developing & Advertising Program www.tualitorphory.blogspot.com
The 5Ms of Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
1. Major Decisions in developing an advertising program, except: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
2. Advertising frequency, product substitutability are factors to consider when__________? ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
Factors in Setting Budget Decisions www.tualitorphory.blogspot.com CONCEPT
2. Advertising frequency, product substitutability are factors to consider when__________? ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
3. In designing and evaluating an campaign, advertisers develop_________ and _________. ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
Developing the Advertising Campaign Message Strategy Creative Strategy ADVERTISING CAMPAIGN www.tualitorphory.blogspot.com CONCEPT
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
3. In designing and evaluating an campaign, advertisers develop_________ and _________. ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
4. The following are factors of a formula to determine sales impact of advertising, except: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
Formula for Measuring Sales Impact of Advertising www.tualitorphory.blogspot.com CONCEPT
4. The following are factors of a formula to determine sales impact of advertising, except: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
5. Which of the following statement is true? ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
Advertising objectives can be classified as: www.tualitorphory.blogspot.com CONCEPT
Advertising objectives can be classified as: (cont) www.tualitorphory.blogspot.com
5. Which of the following statement is true? ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
6. Media planners consider their media type choices based on: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
Media Selection ,[object Object],CONCEPT www.tualitorphory.blogspot.com
Choosing Among Media Types www.tualitorphory.blogspot.com ,[object Object],[object Object],[object Object],[object Object]
6. Media planners consider their media type choices based on: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
7. Below are examples of consumer promotions, except: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
Tools of Sales Promotion www.tualitorphory.blogspot.com CONCEPT CONSUMER PROMOTION TRADE PROMOTION BUSINESS & SALES-FORCE PROMOTION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
7. Below are examples of consumer promotions, except: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
8. The following are events objectives, except: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
A number of reasons to sponsor events: ,[object Object],www.tualitorphory.blogspot.com CONCEPT
A number of reasons to sponsor events (cont): ,[object Object],[object Object],www.tualitorphory.blogspot.com
[object Object],A number of reasons to sponsor events (cont): www.tualitorphory.blogspot.com
8. The following are events objectives, except: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
9. Which of the following statement is true: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
5 functions of Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com CONCEPT
9. Which of the following statement is true: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
10. The following are major decisions in Marketing PR: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
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
10. The following are major decisions in Marketing PR: ,[object Object],[object Object],[object Object],[object Object],[object Object],www.tualitorphory.blogspot.com
TOP 10 Learning Questions for Chapter 18 – Managing Mass Communication Theresia Situmorang September 16, 2011 www.tualitorphory.blogspot.com

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Top 10 learning question

  • 1. TOP 10 Learning Questions for Chapter 18 – Managing Mass Communication Theresia Situmorang September 16, 2011 www.tualitorphory.blogspot.com
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  • 3. CONCEPT MISSION MONEY MESSAGE MEDIA MEASUREMENT Using 5Ms in Developing & Advertising Program www.tualitorphory.blogspot.com
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  • 7. Factors in Setting Budget Decisions www.tualitorphory.blogspot.com CONCEPT
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  • 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
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  • 14. Formula for Measuring Sales Impact of Advertising www.tualitorphory.blogspot.com CONCEPT
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  • 17. Advertising objectives can be classified as: www.tualitorphory.blogspot.com CONCEPT
  • 18. Advertising objectives can be classified as: (cont) www.tualitorphory.blogspot.com
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  • 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
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  • 38. TOP 10 Learning Questions for Chapter 18 – Managing Mass Communication Theresia Situmorang September 16, 2011 www.tualitorphory.blogspot.com