The U.S. accounts for about one-third of worldwide spending on mass communications.

Mass communications includes advertising and sales promotion, but not public relations.

Advertising is paid, nonpersonal communication from an unidentified sponsor.

Burger King's slogan in a billboard ad: "Aren't you hungry?" is an example of a reminder ad.

A prime-time, 30-second TV spot reaches an average of 6 million households in the U.S.

Developing an advertising budget by taking a fixed percentage of expected sales dollars is infrequently used in U.S. businesses.

Messages are transmitted from senders to receivers through media channels.

The number of consumers in the target market that can be contacted through a given medium is called frequency.

The number of times a target market is contacted during a given time period is called the reach.

Advertising for air conditioners needs to be placed on a seasonal basis.

When a marketing research company calls a consumer and asks: "What TV commercials do you remember seeing last night for SUVs?", this is an example of an aided recall question.

When consumers are shown a magazine ad and then asked later when they are shown the ad if they remember it, this is a type of recognition test.

Sales promotion activities attempt to encourage consumers to take action.

Promotions provided by manufacturers to wholesalers are called trade promotions.

When a retailer places a newspaper ad, this is an example of a retailer promotion.

Consumers who purchase a particular brand are called nonusers.

When a retailer mails calendars to its customers, this is an example of a specialty item.

Retailers charge their customers the invoice price.

When a retailer receives money from a manufacturer to help with the retailer's costs of advertising that manufacturer's products, this is a type of spiff.

Publicity is always positive.