Ch 18 Managing Mass Communication

TOP 10 Learning Concepts

Ch 18 Managing Mass
Communications

Ching D. Marcial
December22, 2011

www.chingmarcial.blogspot.com

Question 1

______________ is one of the five (5) steps In
developing an advertising program, which
aims to evaluate communication strategies
and sales effects.

A. Evaluation
B. Measurement
C. Advertisement Evaluation
D. Strategic Measurement

2

Concept

The 5M’s of Advertising

MISSION MONEY

MESSAGE

MEDIA MEASUREMENT

3

Concept Explanation

The 5M’s of Advertising

MISSION MONEY

MESSAGE

MEDIA MEASUREMENT

4

Answer 1

______________ is one of the five (5) steps In
developing an advertising program, which
aims to evaluate communication strategies
and sales effects.

A. Evaluation
B. Measurement
C. Advertisement Evaluation
D. Strategic Measurement

5

Question 2

________________ 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 Experiences
D. Advertising
E. Sales Promotion and Advertising
F. All of the above

6

Concept

The Four (4) Mass Communication Tools

Sales Public
Promotion Relation

Events &
Experiences Advertising

7

Concept Explanation

The Four (4) Mass Communication Tools

Sales Public
Promotion Relation

Events &
Experiences Advertising

8

Answer 2

________________ 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 Experiences
D. Advertising
E. Sales Promotion and Advertising
F. All of the above

9

Question 3

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 competitors
C. Broad and flexible enough to translate to different media,
markets and time periods
D. Establish brand loyalty and exclusivity

10

Concept

The “BIG Idea” in Advertising

A compelling idea that will bring the
advertising message strategy to life
11

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.

12

Answer 3

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 competitors
C. Broad and flexible enough to translate to different media,
markets and time periods
D. Establish brand loyalty and exclusivity

13

Question 4

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 message
C. Enhance brand image and brand awareness
D. Assure consumers of tangible consumer benefits

14

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

15

Concept Explanation

Alternative Advertising Options

Place Product Point of
Advertising Placement Purchase

16

Answer 4

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 message
C. Enhance brand image and brand awareness
D. Assure consumers of tangible consumer benefits

17

Question 5

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 consumers
C. Considers customer feedback in marketing products and services
D. Emphasis on product innovation and product value in promotions
E. Both A & C
F. All of the above

18

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

19

Concept Explanation

Goal of Experiential Marketing

Emotions Logic

Customer

Comfort &
Senses Pleasure

20

Answer 5

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 consumers
C. Considers customer feedback in marketing products and services
D. Emphasis on product innovation and product value in promotions
E. Both a &c
F. All of the above

21

Question 6

Which of the following statements about
Sales Promotion is/are TRUE

A. The value of sales promotion is realized through profit
B. Its outcome will benefit the marketer, manufacturer, consumer
and retailer
C. Sales promotion as a tool to create brand awareness will build
brand equity
D. Sales promotion is a way to communicate product quality to
consumer

22

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

23

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

24

Answer 6

Which of the following statements about
Sales Promotion is/are TRUE

A. The value of sales promotion is realized through profit
B. Its outcome will benefit the marketer, manufacturer, consumer
and retailer
C. Sales promotion as a tool to create brand awareness will build
brand equity
D. Sales promotion is a way to communicate product quality to
consumer

25

Question 7

The DO it- yourself steak concept of Pepper
Lunch is an example of;

A. Experiential Marketing
B. Advertising
C. Promotions
D. Product Placement

26

Concept


As a UNIQUE approach to the task of marketing
goods and services through UNIQUE experience

27

Concept Explanation


Emotions Logic

Customer

Comfort &
Senses Pleasure

28

Answer 7

The DO it- Yourself steak concept of Pepper
Lunch is an example of;

A. Experiential Marketing
B. Advertising
C. Promotions
D. Product Placement

29

Question 8

In developing an advertising program, which
part of the 5M’s does the “Smells Good,
Taste Even Better” of Gardenia belong?

A. Marketing Tag Line
B. Message
C. Mission
D. Marketing Communication

30

Concept

Advertising Message

One of the 5M’s in developing an advertising
program which aims to communicate the
product offering to its target consumers

31

Concept Explanation

Message Components

The Appeal Value Slogan
Proposition

32

Answer 8

In developing an advertising program, which
part of the 5M’s does the “Smells Good,
Taste Even Better” of Gardenia belong?

A. Marketing Tag Line
B. Message
C. Mission
D. Marketing Communication

33

Question 9

Jollibee and Chowking Products featured in
the movie “ALL My Life” with stars Aga
Mulach is an example of?

A. Product Promotions
B. Product Placement
C. Advertisement
D. Promotional Alternatives

34

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

35

Answer 9

Jollibee and Chowking Products featured in
the movie “ALL My Life” with stars Aga
Mulach is an example of?

A. Product Promotions
B. Product Placement
C. Advertisement
D. Promotional Alternatives

36

Question 10

Lucky Me noodles’ “FaMealy Day” campaign
is an example of?

A. Marketing Public Relations
B. Corporate Social Responsibility Efforts
C. Social Campaign Adds
D. Public Relations Management
E. Both A & C
F. All of the above
37

Concept

Public Relations

Consists of variety of programs designed to
improve maintain or protect the image of the
organization or its offering

38

Concept Explanation

Public Relations

Builds CREDIBILITY

Create AWARENESS

Lower COST

39

Answer 10

Lucky Me noodles’ “FaMealy Day” campaign
is an example of?

A. Marketing Public Relations
B. Corporate Social Responsibility Efforts
C. Social Campaign Adds
D. Public Relations Management
E. Both A & C
F All of the above
40

Ch 18 Managing Mass Communication

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