v53 top 10 questions ch. 18

lenilynnego.blogspot.comRBSD-Marketing Department

TOP 10 Learning Questions for

Ch. 18 MANAGING MASS COMMUNICATIONS: Mass

Advertising, Sales Promotions, Events and Experiences, and Public Relations

Lenilynne Go

Dec. 17, 2010

lenilynnego.blogspot.com

Q1: Which of the following

statements is true?

A. The 5M’s of advertising are Mission, Money, Message, Media and Measurement.

B. The 4M’s of advertising are Mission, Money, Message and Media.

C. The 4M’s of advertising are Mission, Message, Media, Masses.

D. The 5M’s of advertising are Mission, Message, Media, Money, Masses.

E. The 5M’s of advertising are Mission, Message, Media, Money, Mass Advertising.

The 5M’s of Advertising

MISSION

Sales goalsAdvertising Objectives

Factors to Consider:Stage in PLC

Market Share and consumer base

Competition and clutterAdvertising Frequency

Product Suitability

MESSAGE

Message generationMessage evaluation and

selectionMessage executionSocial responsibility

review

Reach, frequency, impact

Major media typesSpecific media vehicles

Media timingGeographical media

allocation

MEASUREMENT

Communications ImpactSales Impact

*From Marketing Management, 13th Ed, Kotler et al.

The 5M’s of Advertising

These are 5 major decisions after 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?”

statements is true?

A. The 5M’s of advertising are Mission, Money, Message, Media and Measurement.

B. The 4M’s of advertising are Mission, Money, Message and Media.

C. The 4M’s of advertising are Mission, Message, Media, Masses.

D. The 5M’s of advertising are Mission, Message, Media, Money, Masses.

E. The 5M’s of advertising are Mission, Message, Media, Money, Mass Advertising.

statements is false?

A. Informative Advertising aims to create brand awareness and knowledge of new products or new features of existing products.

B. Persuasive Advertising aims to create liking, preference, conviction and purchase of a product or service.

C. Reminder Advertising aims to stimulate repeat purchase of products and services.

D. Reinforcement advertising aims to convince current purchasers that they made the right choice.

E. Above are examples of mass communications objectives.

Advertising Objectives

Defined as a goal that is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Advertising objectives is classified according to the aim of inform, persuade, remind and reinforce.

Advertising

objectives/goals

These are made after decisions on target market, brand positioning and marketing programs are established.

It should emerge from a thorough analysis of current market situation.

For ex: if product is mature and brand usage is low, the objective is to remind customers to stimulate more usage.

statements is false?

A. Informative Advertising aims to create brand awareness and knowledge of new products or new features of existing products.

B. Persuasive Advertising aims to create liking, preference, conviction and purchase of a product or service.

C. Reminder Advertising aims to stimulate repeat purchase of products and services.

D. Reinforcement advertising aims to convince current purchasers that they made the right choice.

E. Above are examples of mass communications objectives.

Q3: Competition and clutter;

advertising frequency are

examples of _______.

A. Advertising elasticity

B. Reach

C. Factors to consider in setting budget decisions

D. Market share and consumer base

E. Product substitutability

Factors in Setting Budget

Decisions

•New products – merit large advertising budgets to build brand awareness and gain consumer trial.

•Lower budgets for established brands.

Stage in Product Life Cycle

• Less advertising expenditure for high market brand share brands

•To build share by increasing market size requires larger expenditures

Market share and consumer base

•More advertising budget is needed in a market with a lot of competition

•Extraneous advertisements from non-direct competitors still affect need for heavier advertising

Competition and Clutter

• Number of repetitions needed for the brand’s message to be heard by consumers can impact the budget on advertising

Advertising Frequency

• Less differentiated industries like beer, soft drinks etc. need more advertising to be heard.

Product Substitutability

Factors in Setting Budget

Decisions

Q3: Competition and clutter;

advertising frequency are

examples of _______.

A. Advertising elasticity

B. Reach

C. Factors to consider in setting budget decisions

D. Market share and consumer base

E. Product substitutability

Q4: In designing and evaluating an ad

campaign, advertisers develop

________ and ______.

A. Marketing strategy, advertising strategy

B. Message strategy, creative strategy

C. Communications strategy, promotions strategy

D. Campaign strategy, marketing strategy

E. Message strategy, promotions strategy

Developing the Advertising

Campaign

Message Strategy

Creative Strategy

Advertising Campaign

Positioning of the ad, WHAT the

ad attempts to convey about the

How the ad expresses the brand

claims

Developing the Advertising

Campaign ( 3 steps):

Social-responsibility Review

Must follow legal and social norms Must be careful not to offend society

Creative Development and Execution

How the ad is says ca be decisive. Media forms include TV, Print, and Radio.

TV is most powerful advertising medium, Print media is for building user and usage imagery, Radio ad are

inexpensive and can be localized.

Message Generation and Evaluation

Fresh insights are needed to avoid sameness with other brands.

Prepare a creative brief after doing market research, elaborate on positioning statement.

Message Strategy

Creative Strategy

Q4: In designing and evaluating an ad

campaign, advertisers develop

________ and ______.

A. Marketing strategy, advertising strategy

B. Message strategy, creative strategy

C. Communications strategy, promotions strategy

D. Campaign strategy, marketing strategy

E. Message strategy, promotions strategy

Q5: Media Planners consider their

media type choices based on:

A. Target audience and media habits

B. Product Characteristics

C. Message Characteristics

D. Cost

E. All of the above.

Media Selection

Defined as finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

The types of exposures are:REACH, FREQUENCY, IMPACT

Media Selection

The types of exposures*:1.) REACH : the number of different households

exposed to a particular media schedule at least once during a specified time period

2.) FREQUENCY : the number of times within the specified time period that an average person or household is exposed to the message

3.) IMPACT : Qualitative value of a exposure through a give medium

Variables for deciding the

• Timeliness and information content is a factor in media choice.

• What counts is cost per thousand exposures.

• Depending on product, media is chosen on which media ca show it best.

• Radio and TV are most effective media for teens. TARGET

AUDIENCE AND

MEDIA HABITS

PRODUCT

CHARACTERISTICS

MESSAGE

CHARACTERISTICS

Q5: Media Planners consider their

media choices based on which

variables:

A. Target audience and media habits

B. Product Characteristics

C. Message Characteristics

D. Cost

E. All of the above.

Q6: Which of the following are

examples of traditional place

advertising?

A. Green marketing

B. Special Magazines

C. Public talks

D. Blogging

E. None of the above.

Media Types

lenilynnego.blogspot.com*From Marketing Management, 13th Ed, Kotler et al.

Place Advertising*

Place advertising is also called out of home advertising; and is a broad category including many creative and unexpected forms to grab consumer’s attention. The rationale is that marketer’s are better off reaching people where they work, play and shop.

Q6: Which of the following are

examples of traditional place

advertising?

A. Green marketing

B. Special Magazines

C. Public talks

D. Blog

E. None of the above.

Q7: In launching a product, the

advertiser must choose among

the following except:

A. Continuity

B. Concentration

C. Flighting

D. Buyer turnover

E. Pulsing

Deciding on Media Timing

and Allocation

To be more effective, communication objectives should depend on the nature of the product, target customers, distribution channels and other marketing factors.

The media schedule patterns are based on continuity, concentration, flightingand pulsing.

Media Schedule Patterns*

1.) Continuity – means exposures appear evenly throughout a given period. For expanding market situations, with frequently purchased items, and in tightly defined buyer categories.

2.) Concentration – calls for spending all advertising budget in a single period. This makes sense for products with one selling season or related holiday.

3.) Flighting – calls for advertising for a period, followed by a period of advertising and so on. For limited funding and infrequent purchase cycle.

4.) Pulsing – continuous advertising at low-weight levels reinforced periodically by waves of heavier activity.

Q7: In launching a product, the

advertiser must choose among

the following except:

A. Continuity

B. Concentration

C. Flighting

D. Buyer turnover

E. Pulsing

Q8: The following are components of

a formula to measure sales impact of

advertising except:

A. Share of expenditure

B. Share of voice

C. Share of audience

D. Share of market

E. Share of heart and mind

Formula for Measuring Sales

Impact of Advertising

Share of Expenditures

• Budget of the company on advertising

Share of Voice

• Proportion of company advertising of that product to all advertising of that product

Share of mind and

• In consumer’s psyche which can result to purchase of your product

Share of market

• % of market using the company’s product

To know if the company is overspending or underspending, the formula guide is as follows:

A company’s share of advertising expenditures produces a share of voice, that earns a share of consumer’s minds and hearts, and ultimately, a share of the market.*

Formula for Measuring Sales

Impact of Advertising

Q8: The following are components of

a formula to measure sales impact of

advertising except:

A. Share of expenditure

B. Share of voice

C. Share of audience

D. Share of market

E. Share of heart and mind

Q9: Cebu Pacific introduced the “Piso

fares” to boost sales. What kind of sales

promotion tactic did they use?

A. Coupons

B. Price offs

C. Sales contests

D. Specialty advertising

E. Points of Purchase Display

Timing factors*

1.) Buyer turnover – rate at which new buyers enter the market, the higher it is, the more continuous advertising

2.) Purchase frequency – number of times during the period that the average buyer buys the product, the higher it is, the more continuous advertising should be

3.) Forgetting rate: the rate at which the buyer forgets the brand, the higher the more continuous advertising should be

Sales Promotion vs.

Advertising

Sales promotion consists of incentive tools, mostly short term and designed to stimulate greater purchase.

Advertising efficiency declined when more brands increased.

Nowadays, sales promotion becomes more accepted by top management as an effective sales tool.

Sales Promotion Tactics

Samples

Coupons

Cash Refund Offers

Price offs

Premiums

Prizes

Patronage Rewards

Free trials

Tie-in Promotions

Consumer directed

Price-offs

Allowances

Free goods

Sales contests

Spiffs

Trade shows

Specialty advertising

Trade-directed

A straight

discount off the

list price on

each case

purchased

during a stated

time period.

Q9: Cebu Pacific introduced the “Piso

fares” to boost sales. What kind of sales

promotion tactic did they use?

A. Coupons

B. Price offs

C. Sales contests

D. Specialty advertising

E. Free trials

Q10: Pinoy Big Brother house contestants

consume C2 drinks and other URC

products. What is URC spending on?

A. TV advertising

B. Product placements

C. Events

D. Sponsorships

E. Public Relations

Types of Media

TV Advertising – Paid form of advertising through television

Product placements – has expanded from movies to TV shows, ex: Coca Cola on American Idol

Events – Conferences, seminars, outings trade shows, exhibits arranged by the company.

Types of Media

Sponsorships – promotion of brands through the sponsoring sports or cultural events and other causes.

Public Relations – main tools include publications, events, news, speeches, public service activities and identity media.

Q10: Pinoy Big Brother house contestants

consume C2 drinks and other URC

products. What is URC spending on?

A. TV advertising

B. Product placements

C. Events

D. Sponsorships

E. Public Relations

v53 top 10 questions ch. 18

mass advertising

persuasive advertising

informative advertising

reinforcement advertising

reminder advertising

advertising elasticityb

advertising expenditure

large advertising budgets

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