Have an account?
Skip to Content
Build your own quiz
241 questions
Show Answers
See Preview
- 1. Multiple Choice
1) ________ refers to the means by which firms attempt to inform, persuade, and remind consumers — directly or indirectly — about the products and brands they sell.
A) Human resource development
B) Marketing communications
C) Financial management
D) Operations management
E) Planning
A
B
C
D
E
- 2. Multiple Choice
2) Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?
A) advertising
B) personal selling
C) sales promotion
D) direct marketing
E) public relations
A
B
C
D
E
- 3. Multiple Choice
3) Tracy works for a cellular phone company that offers trade-in allowances toward the upgrade of new phones, which is an example of ________.
A) a sales promotion
B) interactive marketing
C) word-of-mouth marketing
D) personal selling
E) events and experiences
A
B
C
D
E
- 4. Multiple Choice
4) Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?
A) advertising
B) direct marketing
C) public relations
D) personal selling
E) sales promotion
A
B
C
D
E
- 5. Multiple Choice
5) Which of the following is an example of a trade promotion?
A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums
A
B
C
D
E
- 6. Multiple Choice
6) Which of the following is an example of a business and sales force promotion?
A) advertising allowance
B) free samples
C) contests for sales reps
D) display allowance
E) discount coupons
A
B
C
D
E
- 7. Multiple Choice
7) ________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.
A) Publicity campaigns
B) Trade promotions
C) Advertisements
D) Public relations
E) Events and experiences
A
B
C
D
E
- 8. Multiple Choice
8) Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?
A) direct marketing
B) public relations and publicity
C) personal selling
D) advertising
E) sales promotion
A
B
C
D
E
- 9. Multiple Choice
9) Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?
A) advertising
B) personal selling
C) direct marketing
D) public relations
E) sales promotion
A
B
C
D
E
- 10. Multiple Choice
10) ________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.
A) Personal selling
B) Direct marketing
C) Sales promotion
D) Interactive marketing
E) Public relations
A
B
C
D
E
- 11. Multiple Choice
11) ________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.
A) Personal selling
B) Sales promotion
C) Word-of-mouth marketing
D) Public relations
E) Advertising
A
B
C
D
E
- 12. Multiple Choice
12) Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?
A) advertising
B) sales promotion
C) word-of-mouth marketing
D) public relations
E) personal selling
A
B
C
D
E
- 13. Multiple Choice
13) Which of the following is an example of an advertising platform?
A) posters and leaflets
B) company magazines
C) fairs and trade shows
D) sales presentations
E) continuity programs
A
B
C
D
E
- 14. Multiple Choice
14) Which of the following is an example of an events and experiences platform?
A) fairs and trade shows
B) continuity programs
C) factory tours
D) sales presentations
E) community relations
A
B
C
D
E
- 15. Multiple Choice
15) Which of the following is an example of a public relations and publicity communication platform?
A) lobbying
B) company museums
C) street activities
D) company blogs
E) incentive programs
A
B
C
D
E
- 16. Multiple Choice
16) Which of the following is an example of an interactive marketing communication platform?
A) product demonstrations
B) factory tours
C) company museums
D) TV shopping
E) community relations
A
B
C
D
E
- 17. Multiple Choice
17) Which of the following is an example of a word-of-mouth marketing communication platform?
A) chat rooms
B) billboards
C) factory tours
D) incentive programs
E) trade shows
A
B
C
D
E
- 18. Multiple Choice
18) Which of the following is an example of a personal selling communication platform?
A) sales presentations
B) company blogs
C) telemarketing
D) TV shopping
E) press kits
A
B
C
D
E
- 19. Multiple Choice
19) The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.
A) marketing budget
B) communications audit
C) market research program
D) publicity campaign
E) product launch
A
B
C
D
E
- 20. Multiple Choice
20) Along which of the following parameters should marketers evaluate communication options when building brand equity?
A) popularity
B) innovativeness
C) technological sophistication
D) efficiency
E) novelty
A
B
C
D
E
- 21. Multiple Choice
21) Which of the following benefits is offered by sales promotion tools?
A) Sales promotion tools are more authentic and credible to buyers than others such as advertising, public relations, and personal selling.
B) Sales promotion tools can reach prospects who prefer to avoid mass media and targeted promotions.
C) Sales promotion tools are typically an indirect form of "soft-sell" and hence, better received by customers.
D) Sales promotion tools incorporate some concession, inducement, or contribution that gives value to the consumer.
E) Sales promotion tools allow buyers personal choices and encourage them to respond directly.
A
B
C
D
E
- 22. Multiple Choice
22) Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?
A) Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
B) They incorporate some concession, inducement, or contribution that gives value to the consumer.
C) Given their live, real-time quality, public relations tools are more actively engaging for consumers.
D) Public relations communications can be prepared to appeal to the addressed individual.
E) Public relations tools create an immediate and interactive episode between two or more persons.
A
B
C
D
E
- 23. Multiple Choice
23) Aisha is a marketing manager with Injoos, a company that manufactures packaged fruit juices. Knowing that several other companies exist in the market that offer similar products, Aisha decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?
A) advertising
B) personal selling
C) sales promotions
D) direct marketing
E) public relations
A
B
C
D
E
- 24. Multiple Choice
24) Which of the following marketing communications tools is most effective at the later stages of the buying process?
A) personal selling
B) public relations
C) advertising
D) sales promotions
E) direct marketing
A
B
C
D
E
- 25. Multiple Choice
25) Which of the following statements is true of the role of advertising in business markets?
A) Advertising is unsuitable for explaining any new features that a product might have.
B) Sales calls are more economical than reminder advertisements.
C) Sales calls are more effective than advertisements at reminding customers how to use a product and reassure them about their purchase.
D) Sales representatives can use copies of the company's ads to legitimize their company and products.
E) Advertisements are the least preferred tools when intended to generate leads for sales representatives.
A
B
C
D
E
- 26. Multiple Choice
26) Which of the following circumstances are best suited for personal selling?
A) when the products used are simple and easy-to-use
B) when there is minimal risk involved in buying or using the products
C) when the market has fewer and larger sellers
D) when the products being marketed are inexpensive and easily available
E) when prospective customers are spread across a wide geographic area
A
B
C
D
E
- 27. Multiple Choice
27) Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?
A) advertising
B) publicity
C) sales promotion
D) personal selling
E) events and experiences
A
B
C
D
E
- 28. Multiple Choice
28) Which element of the marketing communications mix allows for amplified expressiveness?
A) sales promotion
B) public relations
C) advertising
D) direct and interactive marketing
E) personal selling
A
B
C
D
E
- 29. Multiple Choice
29) Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.
A) comprehension
B) conviction
C) ordering
D) reordering
E) awareness-building
A
B
C
D
E
- 30. Multiple Choice
30) Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?
A) sales promotion and advertising
B) advertising and personal selling
C) publicity and personal selling
D) reminder advertising and publicity
E) sales promotion and personal selling
A
B
C
D
E
- 31. Multiple Choice
31) Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?
A) personal selling
B) sales promotion
C) interactive marketing
D) direct marketing
E) events and experiences
A
B
C
D
E
- 32. Multiple Choice
32) Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?
A) sales promotions
B) direct marketing
C) advertising
D) publicity
E) interactive marketing
A
B
C
D
E
- 33. Multiple Choice
33) Luke is considering the various options available to him to promote an energy drink, Turbozade, that has decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?
A) advertising
B) direct marketing
C) events and experiences
D) sales promotions
E) publicity
A
B
C
D
E
- 34. Multiple Choice
34) Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?
A) events and experiences
B) publicity
C) direct marketing
D) sales promotion
E) interactive marketing
A
B
C
D
E
- 35. Multiple Choice
35) ________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.
A) Frequency
B) Reach
C) Width
D) Depth
E) Range
A
B
C
D
E
- 36. Multiple Choice
36) Which of the following factors found in the macromodel of the communications process refers to random and competing messages that may interfere with the intended communication?
A) negative feedback
B) noise
C) attenuation
D) phase lag
E) selective distortion
A
B
C
D
E
- 37. Multiple Choice
37) Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models?
A) cognitive stage — affective stage — behavioral stage
B) affective stage — cognitive stage — behavioral stage
C) behavioral stage — affective stage — cognitive stage
D) cognitive stage — behavioral stage — affective stage
E) affective stage — behavioral stage — cognitive stage
A
B
C
D
E
- 38. Multiple Choice
38) LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers for both individual consumers and businesses. Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH's products?
A) learn-do-feel
B) feel-learn-do
C) do-feel-learn
D) feel-do-learn
E) do-learn-feel
A
B
C
D
E
- 39. Multiple Choice
39) LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. During the planning process, LCH conducts a ________, which profiles all interactions customers in the target market may have with LCH, its computers, and its services.
A) sales promotion
B) brand association
C) brand contact
D) response hierarchy model
E) communication audit
A
B
C
D
E
- 40. Multiple Choice
40) All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?
A) clothes
B) dishwashers
C) real estate
D) personal computer
E) air tickets
A
B
C
D
E
- 41. Multiple Choice
41) When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?
A) feel-do-learn
B) do-feel-learn
C) feel-learn-do
D) learn-do-feel
E) learn-feel-do
A
B
C
D
E
- 42. Multiple Choice
42) Which of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?
A) interest
B) evaluation
C) trial
D) awareness
E) adoption
A
B
C
D
E
- 43. Multiple Choice
43) According to the hierarchy-of-effects model, which of the following corresponds to the behavioral stage that a buyer passes through?
A) awareness
B) knowledge
C) purchase
D) preference
E) conviction
A
B
C
D
E
- 44. Multiple Choice
44) According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?
A) attention
B) exposure
C) reception
D) adoption
E) conviction
A
B
C
D
E
- 45. Multiple Choice
45) Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications?
A) attention-interest-desire-action
B) awareness-interest-evaluation-trial-adoption
C) awareness-knowledge-liking-preference-conviction-purchase
D) exposure-reception-cognitive response-attitude-intention-behavior
E) knowledge-persuasion-decision-implementation-confirmation
A
B
C
D
E
- 46. Multiple Choice
46) Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of ________.
A) brand knowledge
B) purchase patterns
C) demographic characteristics
D) income levels
E) psychographic characteristics
A
B
C
D
E
- 47. Multiple Choice
47) Which of the following is the marketing communications objective for a new-to-the-world product, such as electric cars?
A) enhancing brand awareness
B) developing brand attitude
C) increasing brand purchase intention
D) encouraging repeat purchases
E) establishing category need
A
B
C
D
E
- 48. Multiple Choice
48) When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?
A) developing brand awareness
B) building customer traffic
C) enhancing purchase actions
D) establishing product category
E) enhancing firm image
A
B
C
D
E
- 49. Multiple Choice
49) Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?
A) comparative-parity method
B) objective-and-task method
C) affordable method
D) competitive-parity method
E) percentage-of-sales method
A
B
C
D
E
- 50. Multiple Choice
50) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need?
A) normal depletion
B) sensory gratification
C) social approval
D) intellectual stimulation
E) value enhancement
A
B
C
D
E
- 51. Multiple Choice
51) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a positively oriented relevant brand need?
A) problem removal
B) social approval
C) normal depletion
D) problem avoidance
E) incomplete satisfaction
A
B
C
D
E
- 52. Multiple Choice
52) One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?
A) problem removal
B) sensory gratification
C) normal depletion
D) intellectual stimulation
E) problem avoidance
A
B
C
D
E
- 53. Multiple Choice
53) Creative strategies refer to the ________.
A) way marketers translate their messages into a specific communication
B) amount of creative content in a communications message
C) degree of innovation involved in the marketing of a product
D) novelty of a marketing communication
E) type of medium used to deliver a marketing communication
A
B
C
D
E
- 54. Multiple Choice
54) A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits.
A) aesthetic
B) informational
C) bandwagon
D) emotional
E) transformational
A
B
C
D
E
- 55. Multiple Choice
55) A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.
A) logical
B) transformational
C) reasonable
D) informational
E) rational
A
B
C
D
E
- 56. Multiple Choice
56) Which of the following ads depict a transformational appeal?
A) Thompson Water Seal can withstand intense rain, snow, and heat.
B) DIRECTV offers better HD options than cable or other satellite operators.
C) NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's.
D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years.
E) Excedrin stops the toughest headache pain.
A
B
C
D
E
- 57. Multiple Choice
57) Which of the following ads depict an informational appeal?
A) Thompson Water Seal can withstand intense rain, snow, and heat.
B) The California Milk Processor Board ran the successful "Got Milk?" ad to boost declining sales.
C) VW advertised to active, youthful people with its famed "Drivers Wanted" campaign.
D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years.
E) KFC has marketed its fast-food products under the slogan, "Finger Lickin' Good."
A
B
C
D
E
- 58. Multiple Choice
58) ________ is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she claims to possess.
A) Trustworthiness
B) Expertise
C) Acquaintance
D) Likability
E) Professionalism
A
B
C
D
E
- 59. Multiple Choice
59) ________ is a source of a spokesperson's credibility that describes how objective and honest the spokesperson is perceived to be.
A) Likability
B) Expertise
C) Experience
D) Trustworthiness
E) Compassion
A
B
C
D
E
- 60. Multiple Choice
60) Which of the following sources of a spokesperson's credibility describes his or her attractiveness?
A) expertise
B) trustworthiness
C) likability
D) integrity
E) experience
A
B
C
D
E
- 61. Multiple Choice
61) Which of the following marketing communications principles implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience?
A) principle of closure
B) principle of duality
C) principle of delegation
D) principle of congruity
E) principle of neutrality
A
B
C
D
E
- 62. Multiple Choice
62) Which of the following personal communication channels consist of company salespeople contacting buyers in the target market?
A) expert channels
B) social channels
C) advocate channels
D) independent channels
E) informal channels
A
B
C
D
E
- 63. Multiple Choice
63) Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers?
A) expert channels
B) advocate channels
C) social channels
D) formal channels
E) sponsored channels
A
B
C
D
E
- 64. Multiple Choice
64) Top Gear is an award-winning British television series about motor vehicles, mainly cars. It is presented by hosts who test drive new cars and provide reviews on the cars' performance, their prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description?
A) expert channel
B) formal channel
C) social channel
D) sponsored channel
E) advocate channel
A
B
C
D
E
- 65. Multiple Choice
65) Personal influence in marketing communications carries great weight when the ________.
A) product being marketed is a convenience item
B) purchase of the product is considered to be safe and risk-free
C) product suggests something about the user's status or taste
D) product being marketed is purchased on a frequent basis
E) product or service in questions is used without being recommended by others
A
B
C
D
E
- 66. Multiple Choice
66) Which of the following is a form of mass communications channel?
A) interactive marketing
B) personal selling
C) public relations
D) word-of-mouth marketing
E) sales presentations
A
B
C
D
E
- 67. Multiple Choice
67) Which of the following statements is true of the two-step approach to mass communications?
A) The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed.
B) Communications through mass media bypasses opinion leaders and reaches the individual buyers.
C) The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.
D) According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups.
E) Two-step communication suggests that mass communicators should direct messages to groups of buyers who interpret the message and act accordingly.
A
B
C
D
E
- 68. Multiple Choice
68) Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?
A) fixed annual budget
B) suitable for long-range planning
C) priority given to role of promotion as an investment
D) calculated to reflect what the company can spare for marketing communications
E) based on the immediate impact of promotion on sales volume
A
B
C
D
E
- 69. Multiple Choice
69) Which of the following is NOT true about the two-step process by which mass communications affect personal attitudes?
A) The influence of mass media is mediated by opinion leaders, people whose opinions others seek or who carry their opinions to others.
B) The influence of mass media on public opinion is not as direct, powerful, and automatic as marketers have supposed.
C) The two-step flow supports the notion that consumption styles are primarily influenced by a trickle-up or trickle-down effect from mass media.
D) People interact primarily within their own social groups and acquire ideas from opinion leaders in their groups.
E) Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.
A
B
C
D
E
- 70. Multiple Choice
70) Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. After extensive discussions, they decide that the size of the budget will be calculated as a fraction of the overall turnover. What method did Gabrielle and Trent use to arrive at the marketing communications budget?
A) affordable method
B) objective-and-task method
C) competitive-parity method
D) activity-based method
E) percentage-of-sales method
A
B
C
D
E
- 71. Multiple Choice
71) Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?
A) The percentage-of-sales method encourages stability when competing firms spend approximately the same portion of their sales on communications.
B) The percentage-of-sales method views sales as the determiner of communications rather than as the result.
C) The percentage-of-sales method leads to a budget set by market opportunities rather than the availability of funds.
D) The percentage-of-sales method encourages experimentation with countercyclical communication or aggressive spending.
E) The percentage-of-sales method encourages building the communication budget by determining what each product and territory deserves.
A
B
C
D
E
- 72. Multiple Choice
72) Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?
A) It discourages stability when competing firms spend approximately the same percentage of their sales on communications.
B) By using a percentage-of-sales method, communication expenditures tend to be extremely high irrespective of what a company can afford.
C) It discourages management from thinking of the relationship among communication cost, selling price, and profit per unit.
D) Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes with long-range planning.
E) The percentage-of-sales method views sales as the result in itself rather than the determiner of communications.
A
B
C
D
E
- 73. Multiple Choice
73) Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They pore over the sales reports and other financial records and determine the amount of resources they can spare for marketing communications, after resources have been allocated to other functions, such as R&D, logistics, etc. What method did Gabrielle and Trent use to arrive at the marketing communications budget?
A) objective-and-task method
B) affordable method
C) competitive-parity method
D) activity-based method
E) percentage-of-sales method
A
B
C
D
E
- 74. Multiple Choice
74) Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to instigate a communications war, settle on spending only as much as their nearest market rival does on marketing communications. What method did Gabrielle and Trent use to arrive at the marketing communications budget?
A) objective-and-task method
B) affordable method
C) competitive-parity method
D) activity-based method
E) percentage-of-sales method
A
B
C
D
E
- 75. Multiple Choice
75) Marketing communications budgets tend to be higher when there ________.
A) is high channel support
B) exists hardly any change in the marketing program over time
C) are infrequent product purchases in large quantities
D) are differentiated products and nonhomogeneous customer needs
E) are many easily reachable customers spread over small geographic territories
A
B
C
D
E
- 76. Multiple Choice
76) Qualities such as candor, humor, and naturalness make a spokesperson ________, which is an important component of spokesperson credibility.
A) likable
B) an expert
C) trustworthy
D) transformational
E) informational
A
B
C
D
E
- 77. Multiple Choice
77) As Ben manages communications for his company's watch brand, which has reached the decline stage in the product life cycle, which of the following marketing communications mix tools is he most likely to continue?
A) interactive marketing
B) advertising
C) personal selling
D) direct marketing
E) sales promotion
A
B
C
D
E
- 78. Multiple Choice
78) Stacey wants to use a highly relevant, engaging, and implicit communications mix mode to use a "soft sell" approach for her new makeup line. The communications mix mode that has these characteristics is ________.
A) sales promotions
B) events and experiences
C) advertising
D) direct and interactive marketing
E) personal selling
A
B
C
D
E
- 79. Multiple Choice
79) Which of the following is NOT one of the four important contributions an effectively trained company sales force can make to consumer marketing?
A) remind end-consumers about the product
B) increase stock position
C) build enthusiasm
D) conduct missionary selling
E) manage key accounts
A
B
C
D
E
- 80. Multiple Choice
80) The most effective communications mix tool at later stages of the buying process is ________ because it is particularly effective at building buyer preference, conviction, and action.
A) sales promotions
B) personal selling
C) advertising
D) direct and interactive marketing
E) events
A
B
C
D
E
- 81. Multiple Choice
81) ________ refers to a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.
A) Brand engagement
B) Integrated marketing communications
C) Market research
D) Customerization
E) Marketing research
A
B
C
D
E
- 82. Multiple Choice
1) An advertising ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
A) medium
B) objective
C) channel
D) budget
E) copy
A
B
C
D
E
- 83. Multiple Choice
2) ________ advertising aims to create brand awareness and knowledge of new products or new features of existing products.
A) Informative
B) Corporate
C) Reinforcement
D) Persuasive
E) Reminder
A
B
C
D
E
- 84. Multiple Choice
3) When Lola asked what the advertising campaign should say, she was concerned with which of the five Ms?
A) Mission
B) Money
C) Message
D) Media
E) Measurement
A
B
C
D
E
- 85. Multiple Choice
4) ________ advertising aims to create liking, preference, conviction, and purchase of a product or service.
A) Corporate
B) Reminder
C) Persuasive
D) Reinforcement
E) Informational
A
B
C
D
E
- 86. Multiple Choice
5) Comparative advertising works best when ________.
A) it elicits cognitive and behavioral motivations simultaneously
B) the firm is trying to minimize brand dilution
C) consumers are processing advertising in a detailed, analytical mode
D) it elicits affective motivation, followed by cognitive motivation
E) the advertising message uses negative fear appeals
A
B
C
D
E
- 87. Multiple Choice
6) ________ advertising aims to stimulate repeat purchase of products and services.
A) Reinforcement
B) Comparative
C) Persuasive
D) Informational
E) Reminder
A
B
C
D
E
- 88. Multiple Choice
7) The "Got Milk" campaign was intended to boost sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign is an example of ________ advertising.
A) informational
B) reminder
C) institutional
D) comparative
E) reinforcement
A
B
C
D
E
- 89. Multiple Choice
8) ________ advertising aims to convince current purchasers that they made the right choice.
A) Persuasive
B) Informational
C) Reinforcement
D) Reminder
E) Comparative
A
B
C
D
E
- 90. Multiple Choice
9) The predominant response function for advertising is often concave, but when it is S-shaped, ________.
A) sales are flat, and advertising does not generate any sales impact
B) any increase in advertising spending results in a proportionally positive increase in sales
C) any increase in advertising spending results in a proportionally negative decrease in sales
D) some positive amount of advertising is necessary to generate any sales impact, but sales increases eventually flatten out
E) advertising is not necessary to generate any sales impact
A
B
C
D
E
- 91. Multiple Choice
10) Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?
A) The advertised product belongs to a nascent product category.
B) The company is not the market leader.
C) The advertised brand is superior to the market leader.
D) The product class is mature.
E) Brand usage for the product is very high.
A
B
C
D
E
- 92. Multiple Choice
11) Which of the following statements is true of the factors that affect an advertising budget?
A) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share.
B) Brands in less-differentiated or commodity-like product classes require less advertising to establish a unique image.
C) New products typically merit large advertising budgets to build awareness and to gain consumer trial.
D) In a market with few competitors and moderate advertising spending, a brand must advertise more heavily to be heard.
E) Established brands usually are supported with high advertising budgets, measured as a ratio to sales.
A
B
C
D
E
- 93. Multiple Choice
12) Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.
A) disintermediation
B) public relations
C) vertical integration
D) reintermediation
E) crowdsourcing
A
B
C
D
E
- 94. Multiple Choice
13) Place advertising, or out-of-home advertising, is a broad category that includes many creative and unexpected forms to grab consumers' attention, including all of the following EXCEPT ________.
A) billboards
B) yellow pages
C) public spaces
D) product placement
E) point of purchase
A
B
C
D
E
- 95. Multiple Choice
14) Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?
A) television
B) radio
C) newspapers
D) magazines
E) billboards
A
B
C
D
E
- 96. Multiple Choice
15) TV advertising is considered to be particularly advantageous because ________.
A) the low volume of nonprogramming material on television makes it difficult for consumers to ignore or forget ads
B) it provides detailed product information and effectively communicates user and usage imagery
C) it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits
D) TV channels are very targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response
E) it lets companies achieve a balance between broad and localized market coverage
A
B
C
D
E
- 97. Multiple Choice
16) According to researchers, which of the following is the correct order in which content of print advertisements matter?
A) picture-headline-copy
B) copy-picture-headline
C) headline-copy-picture
D) picture-copy-headline
E) copy-headline-picture
A
B
C
D
E
- 98. Multiple Choice
17) Which of the following is the main advantage of radio as an advertising medium?
A) low competition
B) more attention than television
C) longer duration of ad exposure
D) flexibility
E) standardized rate structures
A
B
C
D
E
- 99. Multiple Choice
18) ________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.
A) Puffery
B) Boosterism
C) Astroturfing
D) Doublethink
E) Subliminal advertising
A
B
C
D
E
- 100. Multiple Choice
19) ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
A) Media scheduling
B) Content analysis
C) Media selection
D) Communication design
E) Copy testing
A
B
C
D
E
- 101. Multiple Choice
20) The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.
A) range
B) impact
C) intensity
D) reach
E) frequency
A
B
C
D
E
- 102. Multiple Choice
21) The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.
A) impact
B) frequency
C) amplitude
D) reach
E) depth
A
B
C
D
E
- 103. Multiple Choice
22) The qualitative value of an exposure through a given medium is known as ________.
A) frequency
B) reach
C) amplitude
D) impact
E) range
A
B
C
D
E
- 104. Multiple Choice
23) Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?
A) E = reach × frequency
B) E = (reach × frequency) / impact
C) E = reach × frequency × impact
D) E = (reach + frequency) / impact
E) E = frequency / reach
A
B
C
D
E
- 105. Multiple Choice
24) The weighted number of exposures (WE) of an advertising message over a given medium is given by ________.
A) WE = reach × frequency
B) WE = (reach × frequency) / impact
C) WE = reach × frequency × impact
D) WE = (reach + frequency) / impact
E) WE = frequency / reach
A
B
C
D
E
- 106. Multiple Choice
25) Under which of the following conditions is the reach of media the most important factor in media selection?
A) when introducing frequently purchased brands
B) when going into a defined target market
C) when launching extensions of well-known brands
D) when there are strong competitors to a brand
E) when there is high consumer resistance to the product
A
B
C
D
E
- 107. Multiple Choice
26) Under which of the following conditions is the frequency the most important factor in media selection?
A) when introducing flanker brands
B) when launching infrequently purchased brands
C) when going into undefined target markets
D) when there is high consumer resistance to the product
E) when there is modest competition to the brand in the market
A
B
C
D
E
- 108. Multiple Choice
27) What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?
A) 10
B) 15
C) 160
D) 240
E) 360
A
B
C
D
E
- 109. Multiple Choice
28) What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2?
A) 10
B) 160
C) 240
D) 320
E) 640
A
B
C
D
E
- 110. Multiple Choice
29) Which of the following is an advantage of using newspapers as an advertising medium?
A) long lifespan
B) high reproduction quality
C) huge "pass-along" audience
D) high level of targeting
E) good local market coverage
A
B
C
D
E
- 111. Multiple Choice
30) Which of the following is a disadvantage of using newspapers as an advertising medium?
A) lack of flexibility
B) high costs of advertisement space
C) poor reproduction quality
D) low believability
E) absence of local market coverage
A
B
C
D
E
- 112. Multiple Choice
31) Which of the following is an advantage of using television as an advertising medium?
A) high attention and reach
B) low absolute cost
C) absence of clutter
D) long duration of ad exposure
E) high audience selectivity
A
B
C
D
E
- 113. Multiple Choice
32) Which of the following is a disadvantage of using television as an advertising medium?
A) high absolute cost
B) low audience attention
C) lack of reach among audience
D) high audience selectivity
E) absence of clutter
A
B
C
D
E
- 114. Multiple Choice
33) Which of the following is an advantage of using radio as an advertising medium?
A) higher attention than television
B) standardized rate structures
C) long duration of ad exposure
D) high quality reproduction
E) high geographic selectivity
A
B
C
D
E
- 115. Multiple Choice
34) Which of the following is a disadvantage of using direct mail as an advertising medium?
A) low audience selectivity
B) lack of flexibility
C) high competition within same medium
D) relatively high cost
E) lack of personalization of advertising message
A
B
C
D
E
- 116. Multiple Choice
35) Which of the following is an advantage of using magazines as an advertising medium?
A) high-quality reproduction
B) short ad purchase lead time
C) high efficiency in circulation
D) no ad competition in same medium
E) low cost of advertising
A
B
C
D
E
- 117. Multiple Choice
36) Which of the following is a disadvantage of using magazines as an advertising medium?
A) low geographic and demographic selectivity
B) long ad purchase lead time
C) low-quality reproduction
D) small "pass-along" readership
E) lack of credibility
A
B
C
D
E
- 118. Multiple Choice
37) Which of the following is a disadvantage of using outdoor media for advertising?
A) low flexibility
B) low repeat exposure
C) limited audience selectivity
D) high costs
E) greater competition
A
B
C
D
E
- 119. Multiple Choice
38) Which of the following is an advantage of using Yellow Pages as an advertising medium?
A) low competition
B) high believability
C) short ad purchase lead time
D) greater scope for creativity
E) lack of clutter
A
B
C
D
E
- 120. Multiple Choice
39) Which of the following is a disadvantage of using Yellow Pages as an advertising medium?
A) high competition
B) poor local market coverage
C) low believability
D) lack of adequate reach
E) high total costs
A
B
C
D
E
- 121. Multiple Choice
40) Which of the following is a disadvantage of using the Internet as an advertising medium?
A) limited audience selectivity
B) increasing clutter
C) lack of interactive possibilities
D) relatively high costs involved
E) fleeting ad exposure time
A
B
C
D
E
- 122. Multiple Choice
41) Which of the following is a disadvantage of using newsletters as an advertising medium?
A) low audience selectivity
B) high chances of runaway costs
C) lack of adequate control
D) relatively high costs
E) lack of interactive possibilities
A
B
C
D
E
- 123. Multiple Choice
42) Pepe Homes manufactures a range of bathroom accessories and fittings that include bathtubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?
A) outdoor media
B) radio
C) magazines
D) television
E) newspapers
A
B
C
D
E
- 124. Multiple Choice
43) Moonburst is a newly launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to better promote Moonburst, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and the ability to fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade-off audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?
A) outdoor media
B) radio
C) magazines
D) television
E) Yellow Pages
A
B
C
D
E
- 125. Multiple Choice
44) Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?
A) brand extension
B) flyposting
C) co-branding
D) product placement
E) ambush marketing
A
B
C
D
E
- 126. Multiple Choice
45) The popular music talent show American Idol has been generally acknowledged as the most profitable TV series in US history, in terms of advertising and merchandising revenue. Major sponsors of the show include Coca-Cola, AT&T Wireless, and iTunes, among others. Cups bearing the Coca-Cola logo were a prominent prop found on the show's judges' tables. The show also urged viewers to vote for contestants using AT&T's sms service. Contestants were routinely shown rehearsing for their performances with the help of Apple iPods. Which of the following advertising practices is apparent in this example?
A) ambush advertising
B) product placement
C) angel dusting
D) co-branding
E) subliminal advertising
A
B
C
D
E
- 127. Multiple Choice
46) Which of the following media timing factors expresses the rate at which new customers enter the market?
A) buyer turnover
B) purchase frequency
C) media reach
D) weighted number of exposures
E) advertising impressions
A
B
C
D
E
- 128. Multiple Choice
47) ________ is the number of times the average buyer buys a product during the period.
A) Buyer turnover
B) Purchase frequency
C) Customer retention rate
D) Advertising impressions
E) Total number of exposures
A
B
C
D
E
- 129. Multiple Choice
48) In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?
A) concentration
B) pulsing
C) flighting
D) continuity
E) frequency capping
A
B
C
D
E
- 130. Multiple Choice
49) Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?
A) frequency capping
B) flighting
C) concentration
D) pulsing
E) continuity
A
B
C
D
E
- 131. Multiple Choice
50) Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for the ads of a department store chain to target the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads?
A) continuity
B) flighting
C) pulsing
D) concentration
E) frequency capping
A
B
C
D
E
- 132. Multiple Choice
51) Advertisements for which of the following product categories would merit a continuous advertising timing pattern the most?
A) air conditioners
B) life insurance
C) breakfast cereal
D) automobiles
E) holiday package tours
A
B
C
D
E
- 133. Multiple Choice
52) ________ is an advertising timing pattern that calls for advertising during a certain period, followed by a period with no advertising, followed by a second specific period of advertising activity.
A) Pulsing
B) Continuity
C) Flighting
D) Concentration
E) Frequency capping
A
B
C
D
E
- 134. Multiple Choice
53) Flighting as an advertising timing pattern is most useful when ________.
A) purchase cycle is rather frequent
B) substantial advertising budget is available
C) items are seasonal
D) tightly defined buyer categories exist
E) there are expanding market situations
A
B
C
D
E
- 135. Multiple Choice
54) Advertisements for which of the following product categories would be most effective when used with a flighting pattern?
A) breakfast cereal
B) detergents
C) beer
D) electric bulbs
E) refrigerator
A
B
C
D
E
- 136. Multiple Choice
55) ________ is continuous advertising at low levels, reinforced periodically by waves of heavier activity.
A) Flighting
B) Frequency capping
C) Pulsing
D) Concentration
E) Session capping
A
B
C
D
E
- 137. Multiple Choice
56) ________ seeks to determine whether an ad is communicating effectively.
A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis
A
B
C
D
E
- 138. Multiple Choice
57) Share of ________ represents the proportion of company advertising of a product to all advertising of that product.
A) wallet
B) mind
C) voice
D) market
E) cost
A
B
C
D
E
- 139. Multiple Choice
58) Which of the following elements of the marketing communications mix 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?
A) advertising
B) public relations
C) sales promotion
D) events and experiences
E) personal selling
A
B
C
D
E
- 140. Multiple Choice
59) Which of the following is an example of a trade promotion?
A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums
A
B
C
D
E
- 141. Multiple Choice
60) Which of the following is an example of a business and sales force promotion?
A) advertising allowance
B) free samples
C) contests for sales reps
D) display allowance
E) discount coupons
A
B
C
D
E
- 142. Multiple Choice
61) Sales promotion expenditures increased as a percentage of budget expenditure for a number of years. Growth has, however, recently slowed. Which of the following is a factor that has contributed to the growth of sales promotion expenditures?
A) Many brands have come to be seen as dissimilar.
B) The efficiency of advertising as a promotion has improved.
C) The trade demands more deals from manufacturers.
D) Consumers have become less price-oriented.
E) The number of brands in the market has decreased.
A
B
C
D
E
- 143. Multiple Choice
62) According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?
A) increased brand loyalty
B) focus on long-run marketing planning
C) improved brand-quality image
D) increased price sensitivity
E) greater coupon redemption rates
A
B
C
D
E
- 144. Multiple Choice
63) Which of the following is an example of a manufacturer promotion?
A) price cuts
B) feature advertising
C) retailer coupons
D) high-value trade-in credit
E) retailer contests or premiums
A
B
C
D
E
- 145. Multiple Choice
64) Which of the following is a sales promotion tool that is consumer franchise building in nature?
A) price-off packs
B) contests and sweepstakes
C) consumer refund offers
D) trade allowances
E) frequency awards
A
B
C
D
E
- 146. Multiple Choice
65) Which of the following is a sales promotion tool that typically does NOT build brand image?
A) consumer refund offers
B) free samples
C) premiums related to the product
D) frequency awards
E) coupons that include a selling message
A
B
C
D
E
- 147. Multiple Choice
66) When Fred sends in the box top from his cereal to receive a free DVD of a cartoon featuring one of his favorite characters, he is responding to a ________.
A) self-liquidating premium
B) with-pack premium
C) reduced-price pack
D) banded pack
E) free in-the-mail premium
A
B
C
D
E
- 148. Multiple Choice
67) Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door, sent in the mail, picked up in a store, attached to another product, or featured in an advertising offer?
A) coupons
B) rebates
C) premiums
D) samples
E) price packs
A
B
C
D
E
- 149. Multiple Choice
68) ________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product.
A) Samples
B) Coupons
C) Rebates
D) Price packs
E) Premiums
A
B
C
D
E
- 150. Multiple Choice
69) ________ are consumer promotion tools that provide a price reduction after purchase rather than at the retail shop.
A) Rebates
B) Cents-off deals
C) Price packs
D) Coupons
E) Premiums
A
B
C
D
E
- 151. Multiple Choice
70) Premiums, as a consumer promotion tool, are defined as ________.
A) offers to consumers of savings off the regular price of a product, flagged on the label or package
B) certificates entitling the bearer to a stated saving on the purchase of a specific product
C) programs providing rewards related to the consumer's frequency and intensity in purchasing the company's products or services
D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular product
E) values in cash or in other forms that are proportional to patronage of a certain vendor or group of vendors
A
B
C
D
E
- 152. Multiple Choice
71) ________ is a consumer promotion tool that involves inviting prospective purchasers to try the product without cost in the hope that they will buy.
A) Sampling
B) Premium
C) Cross-promotion
D) Free trial
E) Rebate
A
B
C
D
E
- 153. Multiple Choice
72) Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?
A) tie-in promotion
B) frequency programs
C) specialty advertising
D) cross-promotion
E) patronage awards
A
B
C
D
E
- 154. Multiple Choice
73) Which of the following consumer promotion tools refers to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period?
A) product warranties
B) coupons
C) free trials
D) rebates
E) patronage awards
A
B
C
D
E
- 155. Multiple Choice
74) Which of the following terms describes the practice of retailers purchasing a greater quantity during a sales promotion period than they can immediately sell?
A) diverting
B) panic buying
C) straight rebuy
D) buyout
E) forward buying
A
B
C
D
E
- 156. Multiple Choice
75) Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?
A) diverting
B) panic buying
C) hoarding
D) stockpiling
E) forward buying
A
B
C
D
E
- 157. Multiple Choice
76) A ________ is a sales force promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period, with prizes (money, trips, gifts, or points) going to those who succeed.
A) trade show
B) frequency program
C) sales contest
D) sweepstake
E) patronage award
A
B
C
D
E
- 158. Multiple Choice
77) ________ time is the time necessary to prepare a promotional program prior to launching it.
A) Sell-in
B) Link
C) Setup
D) Lead
E) Hold
A
B
C
D
E
- 159. Multiple Choice
78) ________ time begins with the promotional launch and ends when approximately 95 percent of the deal merchandise is in the hands of consumers.
A) Lead
B) Hold
C) Setup
D) Link
E) Sell-in
A
B
C
D
E
- 160. Multiple Choice
79) Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events?
A) to permit merchandising or promotional opportunities
B) to express commitment to the community or on social issues
C) to create experiences and evoke feelings
D) to identify with a particular target market or lifestyle
E) to increase salience of company or product name
A
B
C
D
E
- 161. Multiple Choice
80) Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.
A) advertisements
B) events and experiences
C) sales promotions
D) public relations
E) direct marketing efforts
A
B
C
D
E
- 162. Multiple Choice
81) Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?
A) to enhance corporate image
B) to express commitment to the community or on social issues
C) to entertain key clients or reward key employees
D) to create perceptions of key brand image associations
E) to become part of a personally relevant moment in consumers' lives
A
B
C
D
E
- 163. Multiple Choice
82) Audi models featured prominently in the 2010 blockbuster Iron Man 2, including main character Tony Stark's personal R8 Spyder. Which of the following is the most rational explanation for Audi's decision to associate itself with the movie?
A) to express commitment to the community or on social issues
B) to identify with a particular target market or lifestyle
C) to create experiences and evoke feelings
D) to become part of a personally relevant moment in consumers' lives
E) to entertain key clients or reward key employees
A
B
C
D
E
- 164. Multiple Choice
83) JBJ Sports is a leading sporting goods manufacturer from Atlanta. It has recently initiated a program in association with the Food4Kids Foundation, which raises funds to promote nutritional awareness of young children. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Food4Kids logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program?
A) entertaining key clients or rewarding key employees
B) expressing commitment to the community or on social issues
C) permitting merchandising or promotional opportunities
D) stimulating quicker or greater purchase of particular brands
E) identifying with a particular target market or lifestyle
A
B
C
D
E
- 165. Multiple Choice
84) Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?
A) consumers' brand knowledge
B) impact on sponsor's bottom line
C) extent of media coverage
D) brand exposure reported by consumers
E) sales pattern of sponsored products
A
B
C
D
E
- 166. Multiple Choice
85) Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?
A) impact on market share of sponsor
B) amount of time a brand is clearly visible on a television screen
C) amount of relevant newsprint mentioning the sponsor
D) influence on consumers' brand knowledge of the sponsor
E) net impact on the sponsor's bottom line
A
B
C
D
E
- 167. Multiple Choice
86) ________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.
A) Public relations
B) Advertising
C) Sales promotion
D) Personal selling
E) Direct marketing
A
B
C
D
E
- 168. Multiple Choice
87) Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?
A) corporate communications
B) product publicity
C) lobbying
D) counseling
E) press relations
A
B
C
D
E
- 169. Multiple Choice
88) Which of the following describes the public relations function of lobbying?
A) sponsoring efforts to publicize specific products
B) advising management about public issues, and company positions and image during good times and bad
C) presenting news and information about the organization in the most positive light
D) dealing with legislators and government officials to promote or defeat legislation and regulation
E) promoting understanding of the organization through internal and external communications
A
B
C
D
E
- 170. Multiple Choice
89) What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?
A) lobbying
B) corporate communications
C) press relations
D) product publicity
E) counseling
A
B
C
D
E
- 171. Multiple Choice
90) When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.
A) counseling
B) corporate communications
C) product publicity
D) lobbying
E) press relations
A
B
C
D
E
- 172. Multiple Choice
91) ________ refers to the task of securing editorial space — as opposed to paid space — in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.
A) Advertising
B) Media planning
C) Communication design
D) Publicity
E) Copy testing
A
B
C
D
E
- 173. Multiple Choice
92) Which of the following is a medium of visual identity for a company?
A) annual reports
B) dress codes
C) press releases
D) seminars
E) trade shows
A
B
C
D
E
- 174. Multiple Choice
93) The easiest measure of marketing public relations effectiveness is the ________.
A) resultant effect on the company's sales figures
B) effect it has on its market capitalization
C) number of exposures carried by the media
D) changes observed in consumers' brand knowledge
E) impact it has on the company's market share
A
B
C
D
E
- 175. Multiple Choice
1) Which of the following is an example of paid media?
A) word-of-mouth about the brand
B) news stories about the brand
C) social network conversations about the brand
D) a trade show booth about the brand
E) consumers' Instagram photos that include the brand
A
B
C
D
E
- 176. Multiple Choice
2) Mountain Dew's Dewmocracy promotional campaign — including advertising, events, a Web site and social media efforts designed to engage consumers in brand-related activities — is an example of ________.
A) paid media
B) earned media
C) individualization
D) word-of-mouth
E) mobile marketing
A
B
C
D
E
- 177. Multiple Choice
3) Which of the following is NOT one of the four main categories of online marketing communications?
A) Web sites
B) guerrilla marketing
C) search ads
D) display ads
E) e-mail
A
B
C
D
E
- 178. Multiple Choice
4) Which of the following is an advantage of online communications for marketers?
A) Consumers cannot effectively screen out your messages.
B) Companies can accurately track how effective their ads are because software filters out all bogus hits.
C) Companies can offer tailored information or messages that engage consumers.
D) Advertisers maintain complete control over the message.
E) Advertisers do not need to worry as much about context.
A
B
C
D
E
- 179. Multiple Choice
5) Of the time US consumers spend with all media, almost ________ is spent online.
A) one-quarter
B) one-third
C) two-thirds
D) one-half
E) three-quarters
A
B
C
D
E
- 180. Multiple Choice
6) How much was total digital ad spending in 2013?
A) $40.1 million
B) $42.8 million
C) $18.4 billion
D) $40.1 billion
E) $42.8 billion
A
B
C
D
E
- 181. Multiple Choice
7) What percentage of total digital ad spending is accounted for by search advertising?
A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent
A
B
C
D
E
- 182. Multiple Choice
8) What percentage of total digital ad spending is accounted for by mobile?
A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent
A
B
C
D
E
- 183. Multiple Choice
9) Which of the following is NOT one of the seven design elements featured in effective Web sites (as identified by Rayport and Jaworski)?
A) change
B) context
C) content
D) customization
E) commerce
A
B
C
D
E
- 184. Multiple Choice
10) Which of the following is one of the elements of a site's ease of use?
A) Individual pages are clean and not crammed with content.
B) The first page is easy to understand.
C) Typefaces and font sizes are very readable.
D) The site makes good use of color.
E) The site has user-centric privacy controls.
A
B
C
D
E
- 185. Multiple Choice
11) Individual Web pages or clusters of pages that function as supplements to a primary site are ________.
A) search engine optimization
B) pay-per-click ads
C) delighters
D) microsites
E) touch points
A
B
C
D
E
- 186. Multiple Choice
12) The average click-through in terms of the percentage of consumers who click on a link for ________ is about 2 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
A
B
C
D
E
- 187. Multiple Choice
13) The average click-through in terms of the percentage of consumers who click on a link for ________ is about 0.8 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
A
B
C
D
E
- 188. Multiple Choice
14) Internet users spend ________ of their time online searching for information.
A) 5 percent
B) 10 percent
C) 12 percent
D) 15 percent
E) 20 percent
A
B
C
D
E
- 189. Multiple Choice
15) When Johnson & Johnson's Tylenol headache reliever would pop up on brokers' Web sites whenever the stock market fell by 100 points or more, they were using a(n) ________.
A) microsite
B) pay-per-click ad
C) interstitial
D) search ad
E) banner ad
A
B
C
D
E
- 190. Multiple Choice
16) Which of the following is NOT one of the ways to maximize the marketing value of e-mails?
A) Give the customer a reason to respond.
B) Personalize the content of your e-mails.
C) Offer something the customer can get via direct mail.
D) Make it easy for customers to opt in as well as unsubscribe.
E) Combine e-mail with other communications.
A
B
C
D
E
- 191. Multiple Choice
17) ________ tracks eye movements with cameras to measure what people read on a computer screen.
A) Heat mapping
B) An interstitial
C) A pay-per-click ad
D) A click-through rate
E) Animation
A
B
C
D
E
- 192. Multiple Choice
18) Devin, an online marketing manager for the Gilt Groupe, sends more than 3,000 variations of its daily e-mail for its flash-sale site based on recipients' past ________, browsing history, and purchase history.
A) complaints
B) click-throughs
C) comments
D) ratings
E) interstitials
A
B
C
D
E
- 193. Multiple Choice
19) ________ are a means for consumers to share text, images, audio and video information with each other and with companies, and vice versa.
A) Social media
B) Interstitials
C) Microsites
D) Pay-per-click ads
E) Mobile ads
A
B
C
D
E
- 194. Multiple Choice
20) Dollar Shave Club's irreverent online video on YouTube is an example of ________.
A) social media
B) an interstitial
C) a microsite
D) a pay-per-click ad
E) a mobile ad
A
B
C
D
E
- 195. Multiple Choice
21) Apple hosts a large number of ________, which become customers' primary source of product information after warranties expire and are organized by product lines and type of user (consumer or professional).
A) niche networks
B) social networks
C) microblogs
D) blogs
E) online communities
A
B
C
D
E
- 196. Multiple Choice
22) The social network which focuses on career-minded professionals is ________.
A) Facebook
B) LinkedIn
C) MySpace
D) Twitter
E) Gawker
A
B
C
D
E
- 197. Multiple Choice
23) For which of the following product categories are consumers least likely to engage with on social networks?
A) Purex laundry detergent
B) USA Today
C) Red Cross
D) Salvation Army
E) NBC News
A
B
C
D
E
- 198. Multiple Choice
24) Which of the following is NOT a benefit of a social media presence for a brand?
A) Social media allows marketers to establish a public voice and presence online.
B) Social media can cost-effectively reinforce other communication activities.
C) Social media can encourage companies to stay innovative and relevant.
D) Social media can be used to build or tap into online communities.
E) Social media allows companies to have a short-term focus.
A
B
C
D
E
- 199. Multiple Choice
25) Which of the following is a blog network?
A) Facebook
B) Sugar
C) MySpace
D) Groupon
E) YouTube
A
B
C
D
E
- 200. Multiple Choice
26) Faith is a big fan of a popular musical group, so she created a place for other fans to communicate with each other online. Faith created a ________.
A) forum
B) microblog
C) blog
D) social network
E) microsite
A
B
C
D
E
- 201. Multiple Choice
27) When GlaxoSmithKline sponsored a weight-loss community in preparation for the launch of its first weight-loss drug, Alli, which of the following was the key benefit of the online community?
A) Consumers did not have commercial interests or company affiliations.
B) Democratization of innovation for lowest-common denominator solutions.
C) Two-way information flow led to useful, hard-to-get customer information and insights.
D) A point of contact for product recalls.
E) One-way communication with customers.
A
B
C
D
E
- 202. Multiple Choice
28) AT&T found that one of the most effective drivers of its sales, along with unaided advertising awareness was ________.
A) a blog
B) an online forum
C) social networks
D) WOM
E) pay-per-click ads
A
B
C
D
E
- 203. Multiple Choice
29) ________ is a form of online word of mouth, or "word of mouse," that encourages consumers to pass along company-developed products and services or audio, video or written information to others online.
A) Viral marketing
B) Guerrilla marketing
C) Microsite marketing
D) Interstitial marketing
E) Public relations
A
B
C
D
E
- 204. Multiple Choice
30) Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?
A) brand novelty
B) brand salience
C) brand excitement
D) brand surprise
E) brand edginess
A
B
C
D
E
- 205. Multiple Choice
31) What percentage of word-of-mouth content cascades to more than one person beyond the initial recipient?
A) 4 percent
B) 6 percent
C) 8 percent
D) 10 percent
E) 25 percent
A
B
C
D
E
- 206. Multiple Choice
32) Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?
A) whether they are having fun
B) whether they are learning
C) whether it affects their self-image
D) whether the brand is novel
E) whether their family is having fun
A
B
C
D
E
- 207. Multiple Choice
33) ________ has enrolled more than half a million mothers in Vocalpoint, a group built on the premise that highly engaged individuals want to learn about products and share their opinions with companies and other individuals.
A) Blendtec
B) SodaStream
C) Google
D) P&G
E) Vimeo
A
B
C
D
E
- 208. Multiple Choice
34) ________ operates an international word-of-mouth media network powered by 1 million demographically diverse, ordinary people who volunteer to talk up the products they deem worth promoting.
A) Brand Advocates
B) Vocalpoint
C) P&G
D) BzzAgent
E) Influentials
A
B
C
D
E
- 209. Multiple Choice
35) Which of the following is NOT an example of viral marketing?
A) Quicksilver puts out surfing videos and surf-culture books for teens.
B) Johnson & Johnson has a popular parenting advice Web site.
C) Walmart places videos with money-saving tips on YouTube.
D) Mountain Dew has a record label and offers free downloads.
E) Hasbro places a Facebook ad about its TV channel.
A
B
C
D
E
- 210. Multiple Choice
36) Online customer reviews are the second-most trusted source of brand information. What is the most trusted source?
A) print advertising
B) recommendations from friends and family
C) salesperson recommendation
D) celebrity endorsements
E) Facebook recommendations
A
B
C
D
E
- 211. Multiple Choice
37) Which of the following is NOT a limitation of online reviews?
A) People trust and value positive reviews more than negative reviews.
B) Online reviews can be biased.
C) Raters are influenced by previous, positive ratings.
D) Social influence can lead to disproportionally positive online ratings.
E) Online reviews can be fake.
A
B
C
D
E
- 212. Multiple Choice
38) According to media researcher Duncan Watts, the key to setting a song on the path to popularity is a phenomenon called ________.
A) sampling
B) cumulative advantage
C) influence farming
D) entertainment trendspotting
E) buzz firing
A
B
C
D
E
- 213. Multiple Choice
39) Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?
A) Identify underserved, inactive individuals and devote extra effort to them.
B) Supply key people with product samples.
C) Work through community influentials.
D) Develop word-of-mouth referral channels to build business.
E) Provide compelling information that customers want to pass along.
A
B
C
D
E
- 214. Multiple Choice
40) The bottom rung of the customer loyalty ladder is ________.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
A
B
C
D
E
- 215. Multiple Choice
41) ________ is the rung of the customer loyalty ladder where the customer convinces others to purchase/join.
A) Word of mouth/buzz
B) Repeat purchase
C) Satisfaction
D) Evangelism
E) Ownership
A
B
C
D
E
- 216. Multiple Choice
42) Maria is flagged as a special customer at your firm because she is a satisfied customer, returns to your company to buy, puts her reputation on the line to tell others about you, and convinces others to purchase from you, which suggests she is on the ________ rung of the loyalty ladder.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
A
B
C
D
E
- 217. Multiple Choice
43) When another customer complains about the hair salon where Georgeanna is a loyal customer, she defends it because she feels responsible for the continued success of the hair salon. This behavior suggests she has reached the ________ rung of the loyalty ladder.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
A
B
C
D
E
- 218. Multiple Choice
44) The top rung of the loyalty ladder is the ________ rung.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
A
B
C
D
E
- 219. Multiple Choice
45) When Gerard and his team seek to evaluate blogs according to three dimensions — relevance, sentiment, and authority — they are focused on characterizing the ________ of word of mouth.
A) speed
B) source
C) scale
D) share
E) space
A
B
C
D
E
- 220. Multiple Choice
46) To monitor the Gatorade brand on social networks around the clock, ________ created a Mission Control Center — set up like a broadcast television control room — in the middle of the marketing department in its Chicago headquarters.
A) Coca-Cola
B) Cadbury Schweppes
C) PepsiCo
D) P&G
E) Nestlé
A
B
C
D
E
- 221. Multiple Choice
47) One of the measures of online word of mouth at DuPont was the effort's ________, or whether it was not a one-shot deal.
A) authority
B) sentiment
C) relevance
D) scale
E) sustainability
A
B
C
D
E
- 222. Multiple Choice
48) One of the measures of online word of mouth at DuPont was the effort's ________, or how fast it spread.
A) authority
B) speed
C) relevance
D) scale
E) sustainability
A
B
C
D
E
- 223. Multiple Choice
49) ________ social media ground control and command center in Round Rock, Texas, has 70 employees and processes 25,000 daily social media events in 11 different languages, responding to most queries and complaints within 24 hours.
A) DuPont's
B) Dell's
C) Gatorade's
D) Wells Fargo's
E) Nestlé's
A
B
C
D
E
- 224. Multiple Choice
50) Which of the following is NOT one of the four distinctive characteristics of a mobile device?
A) It is tied to one user.
B) It allows marketers to personalize messages.
C) It is virtually always "on."
D) It allows for immediate consumption as it is a distribution channel with a payment system.
E) It is highly interactive given it allows for geotracking and picture and video taking.
A
B
C
D
E
- 225. Multiple Choice
51) Marcel downloaded an episode of his daughter's favorite program to his cell phone to ward off a tantrum while they were shopping. Which of the four distinctive characteristics was most critical to enable this action?
A) It is tied to one user.
B) It allows marketers to personalize messages.
C) It is virtually always "on."
D) It allows for immediate consumption as it is a distribution channel with a payment system.
E) It is highly interactive given it allows for geotracking and picture and video taking.
A
B
C
D
E
- 226. Multiple Choice
52) ________ out of every 10 US consumers owned a smart phone in 2014.
A) Two
B) Four
C) Six
D) Eight
E) Ten
A
B
C
D
E
- 227. Multiple Choice
53) Which of the following is the "third screen"?
A) mobile phones
B) in-vehicle entertainment systems
C) televisions
D) computers
E) elevator screens
A
B
C
D
E
- 228. Multiple Choice
54) Which of the following best characterizes average consumers' current media consumption patterns?
A) Consumers spend more time listening to the radio than on their mobile phones, but less time on magazines and newspapers.
B) Consumers spend more time reading magazines and newspapers than on their mobile phones, but less time listening to the radio.
C) Consumers spend more time on mobile devices than on radio, magazines, and newspapers combined.
D) Consumers spend an average of two hours and 52 minutes on radio, magazines, and newspapers combined.
E) Consumers spend an average of one hour and 46 minutes on mobile devices.
A
B
C
D
E
- 229. Multiple Choice
55) Mobile ad spending approached ________ worldwide in 2013.
A) $14 million
B) $18 million
C) $48 million
D) $18 billion
E) $48 billion
A
B
C
D
E
- 230. Multiple Choice
56) ________ are bite-sized software programs that can be downloaded to smart phones.
A) Mobile apps
B) Mini-billboards
C) Loyalty programs
D) Virtual maps
E) Cookies
A
B
C
D
E
- 231. Multiple Choice
57) VW chose to launch its GTI in the United States with a(n) ________, which was downloaded 2 million times in three weeks.
A) interstitial
B) app
C) mini-billboard
D) Facebook page
E) LinkedIn ad
A
B
C
D
E
- 232. Multiple Choice
58) ________ "Face Retirement" app used 3D "virtual makeover" imaging technology to show people what they might look like as they approached retirement age as part of a campaign to encourage young people to save for retirement.
A) Charles Schwab's
B) Ameritrade's
C) Prudential's
D) Bank of America's
E) Fidelity Investments's
A
B
C
D
E
- 233. Multiple Choice
59) Which of the following is NOT one of the ways companies can utilize cell phones to market to or track consumers?
A) utilize GPS data to provide location-based offers
B) utilize digital in-store signs that dispense coupons to smart phones
C) utilize cookies to track mobile activity
D) track behavior across tablets and mobile devices using screen identities
E) track loyalty program participation
A
B
C
D
E
- 234. Multiple Choice
60) Why is the Web experience different for mobile phone users than for people who are surfing from a computer?
A) smaller screen sizes
B) longer download times
C) lack of software
D) all of the above
E) none of the above
A
B
C
D
E
- 235. Multiple Choice
61) Experts recommend mobile ad copy should occupy only ________ percent of the screen, avoiding complex viewing experiences that may take a toll on consumers' battery and data availability as well as their time.
A) 30
B) 40
C) 50
D) 60
E) 70
A
B
C
D
E
- 236. Multiple Choice
62) Nadya is designing a mobile ad to promote her company's widgets. Where should the company's logo appear in the mobile ad?
A) in the middle of the ad
B) centered at the bottom
C) centered at the top
D) in the corner
E) it should not appear
A
B
C
D
E
- 237. Multiple Choice
63) When it comes to ad design and copy, mobile ads should use which of the following guidelines?
A) Use lots of bright colors but limit ad copy to a pair of phrases.
B) Do not use color and limit ad copy to one phrase.
C) Use no more than three bright colors and use as much copy as you want.
D) Use four bright colors and limit ad copy to one phrase.
E) Use at least one bright color, but no more than two, and limit ads to a pair of phrases.
A
B
C
D
E
- 238. Multiple Choice
64) Carlos is training his new graphic design intern on the use of color in mobile ads. Which of the following is good advice when it comes to the use of color?
A) Only use one bright color.
B) Do not use bright colors.
C) Use at least three bright colors.
D) Use at least four bright colors.
E) Use a bright color to highlight calls to action.
A
B
C
D
E
- 239. Multiple Choice
65) Why should mobile ad developers avoid complex viewing experiences?
A) They take a toll on consumers' battery.
B) Consumers may have limited data availability.
C) Consumers may have limited time.
D) All of the above
E) None of the above
A
B
C
D
E
- 240. Multiple Choice
66) In which developed Asian market is mobile marketing becoming a central component of customer experiences?
A) Hong Kong
B) Japan
C) Singapore
D) South Korea
E) All of the above
A
B
C
D
E
- 241. Multiple Choice
67) A pioneer in China, ________ created a national campaign asking Beijing residents to send text messages guessing the high temperature in the city every day for just over a month for a chance to win a one-year supply of its products.
A) PepsiCo
B) Coca-Cola
C) Red Bull
D) Poland Spring
E) Unilever
A
B
C
D
E
- Answer choicesTagsAnswer choicesTags