Question 1

Which of the following is NOT a step in the hierarchy of effects?

Accepted Answer

A)  create awareness 
B)  inform the market 
C)  create demand 
D)  create desire 
E)  build loyalty 
A)  create awareness 
B)  inform the market 
C)  create demand 
D)  create desire 
E)  build loyalty

Question 2

A television commercial for Post Select cereal is an example of which of the following?

Accepted Answer

A)  product advertising 
B)  institutional advertising 
C)  sales promotion 
D)  direct selling 
E)  retail advertising 
A)  product advertising 
B)  institutional advertising 
C)  sales promotion 
D)  direct selling 
E)  retail advertising

Question 3

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Accepted Answer

A)  sourcing 
B)  messaging 
C)  encoding 
D)  signifying 
E)  sending 
A)  sourcing 
B)  messaging 
C)  encoding 
D)  signifying 
E)  sending

Question 4

Which of the following is NOT one of the four main roles performed by marketing communication?

Accepted Answer

A)  to inform 
B)  to entertain 
C)  to persuade 
D)  to remind 
E)  to build relationships 
A)  to inform 
B)  to entertain 
C)  to persuade 
D)  to remind 
E)  to build relationships

Question 5

The series of steps through which a marketer attempts to guide a consumer is called the ________.

Accepted Answer

A)  promotional mix 
B)  marketing mix 
C)  hierarchy of effects 
D)  AIDA model 
E)  push-pull model 
A)  promotional mix 
B)  marketing mix 
C)  hierarchy of effects 
D)  AIDA model 
E)  push-pull model

Question 6

Which type of advertising promotes a company as a whole rather than individual products?

Accepted Answer

A)  retail advertising 
B)  advocacy advertising 
C)  local advertising 
D)  corporate advertising 
E)  public service advertising 
A)  retail advertising 
B)  advocacy advertising 
C)  local advertising 
D)  corporate advertising 
E)  public service advertising

Question 7

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________.

Accepted Answer

A)  viral marketing 
B)  stealth marketing 
C)  a push strategy 
D)  a pull strategy 
E)  public relations 
A)  viral marketing 
B)  stealth marketing 
C)  a push strategy 
D)  a pull strategy 
E)  public relations

Question 8

Which of the following should be the first step of developing an advertising campaign?

Accepted Answer

A)  set the budget objectives 
B)  establish the advertising message 
C)  understand the target audience 
D)  draft the creative brief 
E)  select the execution format 
A)  set the budget objectives 
B)  establish the advertising message 
C)  understand the target audience 
D)  draft the creative brief 
E)  select the execution format

Question 9

Which of the following is true of advocacy advertising?

Accepted Answer

A)  It is also known as public-service advertising. 
B)  It is primarily used to support sales promotion activities. 
C)  It is used only for non-profit causes. 
D)  It is intended to inform customers about a new product. 
E)  It is intended to influence public opinion. 
A)  It is also known as public-service advertising. 
B)  It is primarily used to support sales promotion activities. 
C)  It is used only for non-profit causes. 
D)  It is intended to inform customers about a new product. 
E)  It is intended to influence public opinion.

Question 10

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Accepted Answer

A) True 
 B)False

Which of the following is NOT a step in the hierarchy of effects?

A television commercial for Post Select cereal is an example of which of the following?

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Which of the following is NOT one of the four main roles performed by marketing communication?

The series of steps through which a marketer attempts to guide a consumer is called the ________.

Which type of advertising promotes a company as a whole rather than individual products?

Which of the following should be the first step of developing an advertising campaign?

Which of the following is true of advocacy advertising?

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion II: Social Media Marketing and Other Communication Tools

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Exam 13: Promotion I: Advertising: One to Many Marketing Communications

Which of the following is NOT a step in the hierarchy of effects?

A television commercial for Post Select cereal is an example of which of the following?

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Which of the following is NOT one of the four main roles performed by marketing communication?

The series of steps through which a marketer attempts to guide a consumer is called the ________.

Which type of advertising promotes a company as a whole rather than individual products?

Which of the following should be the first step of developing an advertising campaign?

Which of the following is true of advocacy advertising?

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion II: Social Media Marketing and Other Communication Tools

Filters