Question 1

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

Accepted Answer

A)  promotion 
B)  advertising 
C)  marketing 
D)  public relations 
E)  the communication model 
A)  promotion 
B)  advertising 
C)  marketing 
D)  public relations 
E)  the communication model

Question 2

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 3

Which of the following statements about magazines as an advertising medium is true?

Accepted Answer

A)  Magazines have long lead times and deadlines that can reduce flexibility. 
B)  Magazines have not benefited from advances in communication technologies. 
C)  Magazines typically use a mass marketing strategy. 
D)  Magazines do not accept local advertising. 
E)  Magazines have poor reproduction quality of images. 
A)  Magazines have long lead times and deadlines that can reduce flexibility. 
B)  Magazines have not benefited from advances in communication technologies. 
C)  Magazines typically use a mass marketing strategy. 
D)  Magazines do not accept local advertising. 
E)  Magazines have poor reproduction quality of images.

Question 4

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

Accepted Answer

A)  media 
B)  feedback 
C)  noise 
D)  encoding 
E)  decoding 
A)  media 
B)  feedback 
C)  noise 
D)  encoding 
E)  decoding

Question 5

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market, often by using simple, repetitive advertising in a variety of media.

Accepted Answer

A)  awareness 
B)  knowledge 
C)  demand 
D)  desire 
E)  purchase 
A)  awareness 
B)  knowledge 
C)  demand 
D)  desire 
E)  purchase

Question 6

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.

Accepted Answer

A)  jingles 
B)  testimonials 
C)  unique selling propositions (USPs) 
D)  slogans 
E)  slice-of-life appeals 
A)  jingles 
B)  testimonials 
C)  unique selling propositions (USPs) 
D)  slogans 
E)  slice-of-life appeals

Question 7

When does a marketer use reminder ads?

Accepted Answer

Reminder ads are imp

Question 8

Briefly describe four main objections to advertising.

Accepted Answer

Some people believe that advertising is

Question 9

Which of the following practices helps to protect consumers from spam?

Accepted Answer

A)  puffery 
B)  permission marketing 
C)  pop-up blocking 
D)  authenticated streaming 
E)  embedded marketing 
A)  puffery 
B)  permission marketing 
C)  pop-up blocking 
D)  authenticated streaming 
E)  embedded marketing

Question 10

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

Accepted Answer

A)  Reach 
B)  Frequency 
C)  Impression 
D)  Exposure 
E)  Gross rating 
A)  Reach 
B)  Frequency 
C)  Impression 
D)  Exposure 
E)  Gross rating

Question 11

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?

Accepted Answer

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

Question 12

Which of the following is NOT a form of one-to-one marketing?

Accepted Answer

A)  social networking 
B)  direct marketing 
C)  database marketing 
D)  trade sales promotion activities 
E)  personal selling 
A)  social networking 
B)  direct marketing 
C)  database marketing 
D)  trade sales promotion activities 
E)  personal selling

Question 13

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Accepted Answer

A)  sales promotion 
B)  personal selling 
C)  public relations 
D)  direct marketing 
E)  advertising 
A)  sales promotion 
B)  personal selling 
C)  public relations 
D)  direct marketing 
E)  advertising

Question 14

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage. The primary promotional objective of marketing communications for the new product should be to create awareness.

Accepted Answer

A) True 
 B)False

Question 15

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 16

An ad for Ford did not advertise any cars, but instead explained the meaning of the company's slogan, "no boundaries." This ad is an example of ________.

Accepted Answer

A)  product advertising 
B)  a sales promotion 
C)  institutional advertising 
D)  advocacy advertising 
E)  retail advertising 
A)  product advertising 
B)  a sales promotion 
C)  institutional advertising 
D)  advocacy advertising 
E)  retail advertising

Question 17

Do-it-yourself advertising is a type of ________.

Accepted Answer

A)  user-generated content 
B)  advocacy advertising 
C)  sales promotion 
D)  corrective advertising 
E)  public service advertising 
A)  user-generated content 
B)  advocacy advertising 
C)  sales promotion 
D)  corrective advertising 
E)  public service advertising

Question 18

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media?

Accepted Answer

A)  public relations 
B)  direct marketing 
C)  direct selling 
D)  advertising 
E)  sales promotion 
A)  public relations 
B)  direct marketing 
C)  direct selling 
D)  advertising 
E)  sales promotion

Question 19

An ad for a new Dior fragrance featuring Natalie Portman appeared in Vogue magazine. In terms of the communication model, the source of this ad is ________.

Accepted Answer

A)  Natalie Portman 
B)  Vogue 
C)  Vogue readers who purchase Dior products 
D)  Dior 
E)  the target market to whom Natalie Portman appeals 
A)  Natalie Portman 
B)  Vogue 
C)  Vogue readers who purchase Dior products 
D)  Dior 
E)  the target market to whom Natalie Portman appeals

Question 20

________ are the most common price promotion.

Accepted Answer

A)  Rebates 
B)  Merchandising allowances 
C)  Coupons 
D)  Contests and sweepstakes 
E)  Premiums 
A)  Rebates 
B)  Merchandising allowances 
C)  Coupons 
D)  Contests and sweepstakes 
E)  Premiums

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

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

Which of the following statements about magazines as an advertising medium is true?

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market, often by using simple, repetitive advertising in a variety of media.

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.

When does a marketer use reminder ads?

Briefly describe four main objections to advertising.

Which of the following practices helps to protect consumers from spam?

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?

Which of the following is NOT a form of one-to-one marketing?

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage. The primary promotional objective of marketing communications for the new product should be to create awareness.

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

An ad for Ford did not advertise any cars, but instead explained the meaning of the company's slogan, "no boundaries." This ad is an example of ________.

Do-it-yourself advertising is a type of ________.

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media?

An ad for a new Dior fragrance featuring Natalie Portman appeared in Vogue magazine. In terms of the communication model, the source of this ad is ________.

________ are the most common price promotion.

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, Directdatabase Marketing, Personal Selling, and Public Relations

Filters

Exam 13: Promotion I: Advertising and Sales Promotion

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

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

Which of the following statements about magazines as an advertising medium is true?

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market, often by using simple, repetitive advertising in a variety of media.

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.

When does a marketer use reminder ads?

Briefly describe four main objections to advertising.

Which of the following practices helps to protect consumers from spam?

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?

Which of the following is NOT a form of one-to-one marketing?

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage. The primary promotional objective of marketing communications for the new product should be to create awareness.

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

An ad for Ford did not advertise any cars, but instead explained the meaning of the company's slogan, "no boundaries." This ad is an example of ________.

Do-it-yourself advertising is a type of ________.

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media?

An ad for a new Dior fragrance featuring Natalie Portman appeared in Vogue magazine. In terms of the communication model, the source of this ad is ________.

________ are the most common price promotion.

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, Directdatabase Marketing, Personal Selling, and Public Relations

Filters