113) Sales promotions in markets of high brand similarity can produce a high sales response in
the short run but little permanent gain in brand preference over the longer term.
114) Incessant price reductions, coupons, deals, and premiums can devalue a product in buyers’
minds.
115) The historical approach correlates past sales to past advertising expenditures using
advanced statistical techniques.
116) Loyal brand buyers tend to change their buying patterns as a result of competitive
promotions.
117) Dominant brands offer sales promotion deals less frequently, because most deals subsidize
only current users.
118) Examples of manufacturer promotions include price cuts and feature advertising.
119) Sales promotion tools that typically are not brand building include price-off packs, contests
and sweepstakes, consumer refund offers, and trade allowances.
120) Manufacturers handle forward buying and diverting by producing and delivering less than
the full order in an effort to smooth production.
121) Additional costs beyond the cost of specific promotions include the risk that promotions
might decrease long-run brand loyalty.
122) An ideal event is also unique but not encumbered with many sponsors, lends itself to
ancillary marketing activities, and reflects or enhances the sponsor’s brand or corporate image.
123) The supply-side method identifies the effect sponsorship has on consumers’ brand
knowledge.
124) Although supply-side exposure methods provide quantifiable measures, equating media
coverage with advertising exposure ignores the content of the respective communications.
125) Media coverage and telecasts only expose the brand and don’t necessarily embellish its
meaning in any direct way.
126) The supply-side measurement method focuses on potential exposure to the brand by
assessing the extent of media coverage, and the demand-side method focuses on exposure
reported by consumers.
127) A public is any group that has an actual or potential interest in or impact on a company’s
ability to achieve its objectives.
128) The public relations function of lobbying involves advising management about public
issues, and company positions and image during good times and bad.
129) The main objective of marketing public relations is to secure editorial space in print and
broadcast media to promote or “hype” a product, service, idea, place, person, or organization.
130) Creative public relations can affect public awareness at a fraction of the cost of advertising.
131) MPR can hold down promotion cost because it costs less than direct-mail and media
advertising.
132) MPR can build credibility by placing stories in the media to bring attention to a product,
service, person, organization, or idea.
133) MPR is effective in blanketing local communities and reaching specific groups and hence
has to be planned separately from the less cost-effective advertising.
134) MPR’s contribution to a company’s bottom line is the easiest to measure among all the
available promotion tools.
135) In developing an advertising program, marketing managers can make the five major
decisions known as the five Ms. List and explain each of these Ms.
136) Explain the classification of advertising objectives.
137) Describe how advertising objectives are set to reflect the product class.
138) Give a brief description of the various factors that affect advertising budget decisions.
139) Write a brief note on the role of television as an advertising medium.
140) What is the role of print media in advertising? What are the major advantages and
disadvantages associated with print advertising media?
141) What are the legal and social issues associated with advertising?
142) What are the adjustments that marketers need to apply to the cost-per thousand measure
when selecting specific media vehicles?
143) Describe the adjustments that a advertiser of high-end laptops has to make to the cost-per-
thousand measure.
144) What are the four types of advertising timing patterns available to marketers when
launching a new product?
145) Describe the communication-effect research method of evaluating advertising effectiveness.
146) Compare and contrast advertising and sales promotion as marketing communication tools.
147) What challenges do marketers face in managing trade promotions?
148) List the major objectives of events and experiences as promotion tools.
149) Describe the methods used to measure sponsorship activities.
150) What are the major functions performed by marketing public relations? Illustrate with
examples.