Post on 10-Nov-2014
description
TOP 10 Learning Concepts
Ch 18 Managing Mass Communications
Ching D. MarcialDecember 22, 2011
www.chingmarcial.blogspot.com
______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects.
A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement
2www.chingmarcial.blogspot.c
om
Question 1
3www.chingmarcial.blogspot.c
om
Concept
MISSION MONEY
MEDIA MEASUREMENT
The 5M’s of Advertising
MESSAGE
4www.chingmarcial.blogspot.c
om
Concept Explanation
MISSION MONEY
MEDIA MEASUREMENT
The 5M’s of Advertising
MESSAGE
______________ is one of the five (5) steps In developing an advertising program, which aims to evaluate communication strategies and sales effects.
A. EvaluationB. MeasurementC. Advertisement EvaluationD. Strategic Measurement
5www.chingmarcial.blogspot.c
om
Answer 1
________________ is/are one of the four (4) mass communication tools to improve brand or company image, which consist of diverse collection of incentive tools, mostly short term, designed to stimulate faster and bigger purchase of products or services.
A. Public Relations (PR)B. Sales Promotion C. Events and ExperiencesD. AdvertisingE. Sales Promotion and AdvertisingF. All of the above
6www.chingmarcial.blogspot.c
om
Question 2
7www.chingmarcial.blogspot.c
om
Concept
Sales Promotion
Public Relation
Events & Experiences Advertising
The Four (4) Mass Communication Tools
8www.chingmarcial.blogspot.c
om
Concept Explanation
Sales Promotion
Public Relation
Events & Experiences Advertising
The Four (4) Mass Communication Tools
________________ is/are one of the four (4) mass communication tools to improve brand or company image, which consist of diverse collection of incentive tools, mostly short term, designed to stimulate faster and bigger purchase of products or services.
A. Public Relations (PR)B. Sales Promotion C. Events and ExperiencesD. AdvertisingE. Sales Promotion and AdvertisingF. All of the above
9www.chingmarcial.blogspot.c
om
Answer 2
In building strong brand equity, advertisers would always seek “BIG ideas” EXCEPT;
A. Establish connection with consumer emotionally and rationally
B. 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
10www.chingmarcial.blogspot.c
om
Question 3
11www.chingmarcial.blogspot.c
om
Concept
The “BIG Idea” in Advertising
A compelling idea that will bring the advertising message strategy to life
12www.chingmarcial.blogspot.c
om
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.
In building strong brand equity, advertisers would always seek “BIG ideas” EXCEPT;
A. Establish connection with consumer emotionally and rationally
B. 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
13www.chingmarcial.blogspot.c
om
Answer 3
Product placement is an example of alternative advertising options which aims for the following , EXCEPT
A. Reach a precise and captive audience in a cost effective manner
B. Provide simple and direct messageC. Enhance brand image and brand awarenessD. Assure consumers of tangible consumer benefits
14www.chingmarcial.blogspot.c
om
Question 4
15www.chingmarcial.blogspot.c
om
Concept
Alternative Advertising Options
can often reach a very precise and captive audience in a cost-effective manner
The message must be simple direct and effective
16www.chingmarcial.blogspot.c
om
Concept Explanation
Alternative Advertising Options
Place Advertising
ProductPlacement
Point of Purchase
Product placement is an example of alternative advertising options which aims for the following , EXCEPT
A. Reach a precise and captive audience in a cost effective manner
B. Provide simple and direct messageC. Enhance brand image and brand awarenessD. Assure consumers of tangible consumer benefits
17www.chingmarcial.blogspot.c
om
Answer 4
Which of the following statement/s is TRUE about Experiential Marketing;
A. Connects a products or service with interesting experience to the customers
B. 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
18www.chingmarcial.blogspot.c
om
Question 5
19www.chingmarcial.blogspot.c
om
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
20www.chingmarcial.blogspot.c
om
Concept Explanation
Customer
LogicEmotions
Comfort & Pleasure
Goal of Experiential Marketing
Senses
Which of the following statement/s is TRUE about Experiential Marketing;
A. Connects a products or service with interesting experience to the customers
B. 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
21www.chingmarcial.blogspot.c
om
Answer 5
Which of the following statements about Sales Promotion is/are TRUE
A. 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
22www.chingmarcial.blogspot.c
om
Question 6
23www.chingmarcial.blogspot.c
om
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
24www.chingmarcial.blogspot.c
om
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
Which of the following statements about Sales Promotion is/are TRUE
A. 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
25www.chingmarcial.blogspot.c
om
Answer 6
The DO it- yourself steak concept of Pepper Lunch is an example of;
A. Experiential MarketingB. AdvertisingC. PromotionsD. Product Placement
26www.chingmarcial.blogspot.c
om
Question 7
27www.chingmarcial.blogspot.c
om
Concept
Experiential Marketing
As a UNIQUE approach to the task of marketing goods and services through UNIQUE experience
28www.chingmarcial.blogspot.c
om
Concept Explanation
Customer
LogicEmotions
Comfort & Pleasure
Experiential Marketing
Senses
The DO it- Yourself steak concept of Pepper Lunch is an example of;
A. Experiential MarketingB. AdvertisingC. PromotionsD. Product Placement
29www.chingmarcial.blogspot.c
om
Answer 7
In developing an advertising program, which part of the 5M’s does the “Smells Good, Taste Even Better” of Gardenia belong?
A. Marketing Tag LineB. MessageC. MissionD. Marketing Communication
30www.chingmarcial.blogspot.c
om
Question 8
31www.chingmarcial.blogspot.c
om
Concept
Advertising Message
One of the 5M’s in developing an advertising program which aims to communicate the product offering to its target consumers
32www.chingmarcial.blogspot.c
om
Concept Explanation
Message Components
The Appeal Value Proposition
Slogan
In developing an advertising program, which part of the 5M’s does the “Smells Good, Taste Even Better” of Gardenia belong?
A. Marketing Tag LineB. MessageC. MissionD. Marketing Communication
33www.chingmarcial.blogspot.c
om
Answer 8
Jollibee and Chowking Products featured in the movie “ALL My Life” with stars Aga Mulach is an example of?
A. Product PromotionsB. Product PlacementC. AdvertisementD. Promotional Alternatives
34www.chingmarcial.blogspot.c
om
Question 9
35www.chingmarcial.blogspot.c
om
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
Jollibee and Chowking Products featured in the movie “ALL My Life” with stars Aga Mulach is an example of?
A. Product PromotionsB. Product PlacementC. AdvertisementD. Promotional Alternatives
36www.chingmarcial.blogspot.c
om
Answer 9
Lucky Me noodles’ “FaMealy Day” campaign is an example of?
A. Marketing Public RelationsB. Corporate Social Responsibility EffortsC. Social Campaign AddsD. Public Relations ManagementE. Both A & CF. All of the above
37
www.chingmarcial.blogspot.com
Question 10
38www.chingmarcial.blogspot.c
om
Concept
Public Relations
Consists of variety of programs designed to improve maintain or protect the image of the organization or its offering
39www.chingmarcial.blogspot.c
om
Concept Explanation
Public Relations
Builds CREDIBILITY
Create AWARENESS
Lower COST
Lucky Me noodles’ “FaMealy Day” campaign is 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
Answer 10