kotler18_tif_Marketingmanagement习题汇.docVIP

Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations GENERAL CONCEPT QUESTIONS Multiple Choice 1. In developing an advertising program, marketing managers can make five major decisions known as “the five Ms. Which of the following is NOT part of “the five Ms.” a. mission b. money c. message d. media e. minimum Answer: e Page: 568 Level of difficulty: Easy 2. Today, advertising agencies are redefining themselves as ________. a. communications companies b. direct marketing companies c. marketers d. full-service companies e. none of the above Answer: a Page: 568 Level of difficulty: Easy 3. Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or ________. a. create interest b. purchase c. create demand d. reinforce e. introduce Answer: d Page: 569 Level of difficulty: Medium 4. When setting the advertising budget, marketers must consider five specific factors. Which of the following is one of the “factors” that must be considered? a. Message details. b. Cost of television time. c. Cost of new product’s development. d. Stage in the product life cycle. e. Buyer’s reaction to the campaign. Answer: d Page: 569 Level of difficulty: Hard 5. In designing and evaluating an ad campaign, it is important to distinguish the message strategy or positioning of an ad from its ________. a. brand strategy b. creative strategy c. test strategy d. medium strategy e. corporate strategy Answer: b Page: 570 Level of difficulty: Medium 6. A creative brief is an elaboration of the positioning statement and includes such items as ________. a. key brand benefits b. detail instructions for the director of the commercial c. detailed instructions for the print ads d. key actors to be used in the commercial e. none of the above Answer: a Page 570 Level of difficulty: Hard 7. Television is the most powerful advertising medium. Television can