Chapter 18: Managing Mass Communication

Question 1

What are our advertising objectives?

Answer 1

Mission

Question 2

How much can we spend and how do we allocate our spending across media types?

Answer 2

Money

Question 3

What message should we send?

Answer 3

Message

Question 4

What media should be use?

Answer 4

Media

Question 5

How should we evaluate the results?

Answer 5

Measurement

Question 6

Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Meaning Measurement Plans

Answer 6

Steps in Developing an Advertising Program

Question 7

A specific communication task and achievement level to be accomplished with a specific audience in a specific period of time.

Answer 7

Advertising Objective (or Goal)

Question 8

Advertising Objectives

Answer 8

Information
Persuasive
Reminder
Reinforcement

Question 9

Stage in the product life cycle.
Market share and consumer base.
Competition and clutter.
Advertising frequency.
Product substitutability.

Answer 9

Factors to Consider When Setting an Advertising Budget

Question 10

Reaches broad spectrum of consumers.
Low cost per exposure.
Ability to demonstrate product use.
Ability to portray image and brand personality.

Answer 10

Advantages of Television

Question 11

Brief
Clutter
High cost of production
High cost of placement
Lack of attention by viewers

Answer 11

Disadvantages of Television

Question 12

Detailed product information
Ability to communicate user imagery
Flexibility
Ability to segment

Answer 12

Advantages of Print Ads

Question 13

Passive medium
Clutter
Unable to demonstrate product use

Answer 13

Disadvantages of Print Ads

Question 14

Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?

Answer 14

Print Ad Evaluation Criteria

Question 15

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

Answer 15

Media Selection

Question 16

Variables in Media Selection

Answer 16

Reach
Frequency
Impact
Exposure

Question 17

The number of different persons or households exposed to a particular media schedule at least once during a specified time period.

Answer 17

Reach

Question 18

The number of times within a specified time period that an average person or household is exposed to the message.

Answer 18

Frequency

Question 19

The qualitative value of an exposure through a given medium.

Answer 19

Impact

Question 20

The exposure to the ad message.

Depends on Reach, Frequency, and Impact.

Answer 20

Exposure

Question 21

Exposures appear evenly throughout a given period.

Used in expanding market situations, with frequently purchased items, and in tightly defined buyer categories.

Answer 21

Continuity

Question 22

Calls for spending all the advertising dollars in a single period.
This makes sense for products with one selling season or related holiday.

Answer 22

Concentration

Question 23

Calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity.
It is useful when funding is limited, the purchase cycle is relatively infrequent, or items are seasonal.

Answer 23

Flighting

Question 24

Continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity.
It draws on the strength of continuous advertising and flights to create a compromise scheduling strategy.

Answer 24

Pulsing

Question 25

Measuring Sales Impact of Advertising

Answer 25

Share of Expenditures Share of Voice Share of Mind and Heart Share of Market

Question 26

Consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

Answer 26

Sales Promotion

Question 27

The Five M's of Advertising

Answer 27

``` Mission Money Message Media Measurement ```

Question 28

``` Samples Coupons Cash Refund Offers Price Offs Premiums Prizes Patronage Rewards Free Trials ```

Answer 28

Consumer-Directed Sales Promotion Tactics

Question 29

``` Price Offs Allowances Free Goods Sales Contests Spiffs Trade Shows Speciality Advertising ```

Answer 29

Trade-Directed Sales Promotion Tactics

Question 30

To persuade the retailer or wholesaler to carry the brand. To persuade the retailer or wholesaler to carry more units than the normal amount. To induce retailers to promote the brand by featuring, display, and price reduction. To stimulate retailers and their sales clerks to push the product.

Answer 30

Reasons Manufacturers Award Money to Trade

Question 31

To identify with a particular target market or life style. To increase brand awareness. To create or reinforce consumer perceptions of key brand image associations. To enhance corporate image. To create experiences and evoke feelings. To express commitment to community. To entertain key clients or reward employees. To permit merchandising or promotional opportunities.

Answer 31

Reasons to Sponsor Events

Question 32

``` Press Relations Product Publicity Corporate Communications Lobbying Counseling ```

Answer 32

Public Relations Functions

Question 33

Presenting news and information about the organization in the most positive light.

Answer 33

Press Relations

Question 34

Sponsoring efforts to publicize specific products.

Answer 34

Product Publicity

Question 35

Promoting understanding of the organization through internal and external communications.

Answer 35

Corporate Communications

Question 36

Dealing with legislators and government officials to promote of defeat legislation and regulation.

Answer 36

Lobbying

Question 37

Advising management and public issues, and company positions and image during good times and bad.

Answer 37

Counseling

Question 38

Launching new products. Repositioning a mature product. Building interest in a product category. Influencing specific target groups. Defending products that have encountered public problems. Building the corporate image in a way that reflects favorable on products.

Answer 38

Tasks Aided by Public Relations