Question 1

Psychographics,or patterns that reflect attitudes,interests,and opinions,can be used for demographic market segmentation.

Accepted Answer

A) True 
 B)False  False

Question 2

Successful global integrated marketing communication campaigns include the following,except:

Accepted Answer

A)  a standardization approach 
B)  communication segmentation strategies 
C)  a market communication analysis 
D)  solid communication objectives 
A)  a standardization approach 
B)  communication segmentation strategies 
C)  a market communication analysis 
D)  solid communication objectives A

Question 3

The following would be examples of marketing objectives except:

Accepted Answer

A)  increase market share 
B)  meet a targeted return on investment 
C)  identify competitors 
D)  increase sales volume 
A)  increase market share 
B)  meet a targeted return on investment 
C)  identify competitors 
D)  increase sales volume C

Question 4

After establishing communication objectives,the next step in a promotional opportunity analysis is to:

Accepted Answer

A)  establish communication objectives 
B)  create a communications budget 
C)  match tactics with strategies 
D)  prepare promotional strategies 
A)  establish communication objectives 
B)  create a communications budget 
C)  match tactics with strategies 
D)  prepare promotional strategies

Question 5

Marketing to individuals who are successful,sophisticated,receptive to new technologies,enjoy sports,and are liberal in their political views is an example of which type of segmentation?

Accepted Answer

A)  demographic 
B)  psychographic 
C)  generations 
D)  geodemographic 
A)  demographic 
B)  psychographic 
C)  generations 
D)  geodemographic

Question 6

A sales-response function curve shows when diminishing returns on advertising expenditures are present.

Accepted Answer

A) True 
 B)False

Question 7

The following are examples of typical communication objectives,except:

Accepted Answer

A)  identify competitors 
B)  encourage repeat purchases 
C)  enhance firm image 
D)  change customer beliefs or attributes 
A)  identify competitors 
B)  encourage repeat purchases 
C)  enhance firm image 
D)  change customer beliefs or attributes

Question 8

When a company introduces a new product under a strongly established brand name,the length of time to reach the threshold point where advertising is effective is normally shorter.

Accepted Answer

A) True 
 B)False

Question 9

Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of:

Accepted Answer

A)  primary data 
B)  market segments 
C)  the company or product's position 
D)  secondary data 
A)  primary data 
B)  market segments 
C)  the company or product's position 
D)  secondary data

Question 10

Market segments should be internally:

Accepted Answer

A)  heterogeneous 
B)  identifiable 
C)  unique 
D)  homogeneous 
A)  heterogeneous 
B)  identifiable 
C)  unique 
D)  homogeneous

Question 11

The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:

Accepted Answer

A)  marketing dollars may not be spent efficiently 
B)  there is little flexibility in how the marketing dollars can be spent 
C)  when sales go down, so does spending 
D)  it shows a lack of commitment to marketing 
A)  marketing dollars may not be spent efficiently 
B)  there is little flexibility in how the marketing dollars can be spent 
C)  when sales go down, so does spending 
D)  it shows a lack of commitment to marketing

Question 12

An examination of competitors during the communication market analysis involves:

Accepted Answer

A)  identifying a firm's major competitors 
B)  an examination of domestic competitors in terms of their product portfolios 
C)  identifying all of a firm's competitors and what they are doing in marketing communications 
D)  identifying the pricing and distribution strategies of all competitors 
A)  identifying a firm's major competitors 
B)  an examination of domestic competitors in terms of their product portfolios 
C)  identifying all of a firm's competitors and what they are doing in marketing communications 
D)  identifying the pricing and distribution strategies of all competitors

Question 13

One method of business-to-business market segmentation utilizes company size as a factor.

Accepted Answer

A) True 
 B)False

Question 14

Communication objectives are derived from marketing objectives.

Accepted Answer

A) True 
 B)False

Question 15

PRIZM is a company that specializes in which type of segmentation?

Accepted Answer

A)  product differentiation 
B)  geodemographic 
C)  geographic 
D)  psychographic 
A)  product differentiation 
B)  geodemographic 
C)  geographic 
D)  psychographic

Question 16

For younger boomers,the focus is on home and family.

Accepted Answer

A) True 
 B)False

Question 17

In conducting a communications market analysis,an examination of customers involves understanding how people in each customer group think,why they buy,when they buy,where they buy,and how they evaluate a product after a purchase.

Accepted Answer

A) True 
 B)False

Question 18

The NAICS code helps in geodemographic segmentation programs.

Accepted Answer

A) True 
 B)False

Question 19

The following factors have an impact on the relationship between expenditures on marketing communications and sales revenue,except:

Accepted Answer

A)  decay effects 
B)  wear out effects 
C)  moderating events 
D)  random events 
A)  decay effects 
B)  wear out effects 
C)  moderating events 
D)  random events

Question 20

When consumers begin to think of an advertisement as old or stale,the concept being illustrated is:

Accepted Answer

A)  a sales-response curve 
B)  wear out effects 
C)  decay effects 
D)  carryover effects 
A)  a sales-response curve 
B)  wear out effects 
C)  decay effects 
D)  carryover effects

Psychographics,or patterns that reflect attitudes,interests,and opinions,can be used for demographic market segmentation.

Successful global integrated marketing communication campaigns include the following,except:

The following would be examples of marketing objectives except:

After establishing communication objectives,the next step in a promotional opportunity analysis is to:

Marketing to individuals who are successful,sophisticated,receptive to new technologies,enjoy sports,and are liberal in their political views is an example of which type of segmentation?

A sales-response function curve shows when diminishing returns on advertising expenditures are present.

The following are examples of typical communication objectives,except:

When a company introduces a new product under a strongly established brand name,the length of time to reach the threshold point where advertising is effective is normally shorter.

Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of:

Market segments should be internally:

The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:

An examination of competitors during the communication market analysis involves:

One method of business-to-business market segmentation utilizes company size as a factor.

Communication objectives are derived from marketing objectives.

PRIZM is a company that specializes in which type of segmentation?

For younger boomers,the focus is on home and family.

In conducting a communications market analysis,an examination of customers involves understanding how people in each customer group think,why they buy,when they buy,where they buy,and how they evaluate a product after a purchase.

The NAICS code helps in geodemographic segmentation programs.

The following factors have an impact on the relationship between expenditures on marketing communications and sales revenue,except:

When consumers begin to think of an advertisement as old or stale,the concept being illustrated is:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 4: Promotions Opportunity Analysis

Psychographics,or patterns that reflect attitudes,interests,and opinions,can be used for demographic market segmentation.

Successful global integrated marketing communication campaigns include the following,except:

The following would be examples of marketing objectives except:

After establishing communication objectives,the next step in a promotional opportunity analysis is to:

Marketing to individuals who are successful,sophisticated,receptive to new technologies,enjoy sports,and are liberal in their political views is an example of which type of segmentation?

A sales-response function curve shows when diminishing returns on advertising expenditures are present.

The following are examples of typical communication objectives,except:

When a company introduces a new product under a strongly established brand name,the length of time to reach the threshold point where advertising is effective is normally shorter.

Mountain Dew's marketing team might learn that the soft drink is considered more hip and trendy than Coke during an analysis of:

Market segments should be internally:

The primary disadvantage of the meet-the-competition method of marketing communication budgeting is:

An examination of competitors during the communication market analysis involves:

One method of business-to-business market segmentation utilizes company size as a factor.

Communication objectives are derived from marketing objectives.

PRIZM is a company that specializes in which type of segmentation?

For younger boomers,the focus is on home and family.

In conducting a communications market analysis,an examination of customers involves understanding how people in each customer group think,why they buy,when they buy,where they buy,and how they evaluate a product after a purchase.

The NAICS code helps in geodemographic segmentation programs.

The following factors have an impact on the relationship between expenditures on marketing communications and sales revenue,except:

When consumers begin to think of an advertisement as old or stale,the concept being illustrated is:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters