Question 1

Which of the following refers to the method of determining a communications budget that is based on a fixed proportion of forecast sales?

Accepted Answer

A) Percentage-of-sales method 
B) Objective-and-task method 
C) Competitive parity method 
D) Brand equity method 
E) Affordable budgeting method 
A) Percentage-of-sales method 
B) Objective-and-task method 
C) Competitive parity method 
D) Brand equity method 
E) Affordable budgeting method

Question 2

CBC Television, CTV, and Global are national TV channels in Canada.They are examples of:

Accepted Answer

A) media buy. 
B) media planning. 
C) mass media. 
D) niche media. 
E) media mix. 
A) media buy. 
B) media planning. 
C) mass media. 
D) niche media. 
E) media mix.

Question 3

A company that manufactures hockey equipment uses the medium of television to advertise and promote its products.Which of the following strategies best describes the company's distribution channel strategy?

Accepted Answer

A) Impressions 
B) Frequency 
C) Reach 
D) Media buy 
E) Pull 
A) Impressions 
B) Frequency 
C) Reach 
D) Media buy 
E) Pull

Question 4

A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution.It has also bought space in the newspaper for a print ad.This is an example of:

Accepted Answer

A) media buy. 
B) USP. 
C) direct mail. 
D) cause-related marketing. 
E) deceptive advertising. 
A) media buy. 
B) USP. 
C) direct mail. 
D) cause-related marketing. 
E) deceptive advertising.

Question 5

Explain the issues that marketers have to consider while selecting various budgeting methods for marketing communications.

Accepted Answer

When selecting the various budgeting met

Question 6

Which of the following refers to the process of evaluating and selecting the media combination that will deliver a clear, consistent, compelling message to the intended audience?

Accepted Answer

A) Media buy 
B) Media planning 
C) Mass media 
D) Niche media 
E) Media mix 
A) Media buy 
B) Media planning 
C) Mass media 
D) Niche media 
E) Media mix

Question 7

Heads International, a manufacturer of helmets, made an advertisement featuring its products.After the ad has run its course, the company tries to understand how the ad influenced customer perceptions and whether it generated awareness.It also tests whether any purchasing actions have been stimulated by the advertisement.This is an example of:

Accepted Answer

A) tracking. 
B) impressions. 
C) pretesting. 
D) pulsing. 
E) post-testing. 
A) tracking. 
B) impressions. 
C) pretesting. 
D) pulsing. 
E) post-testing.

Question 8

A company manufactures bikes.Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising schedule?

Accepted Answer

A) Flighting 
B) Cause-related 
C) Continuous 
D) Deceptive 
E) Pulsing 
A) Flighting 
B) Cause-related 
C) Continuous 
D) Deceptive 
E) Pulsing

Question 9

A retail store offers customers an exclusive card with which they can build up points for every purchase made and then redeem these points for cash at the end of the year.This is an example of:

Accepted Answer

A) personal selling. 
B) sales promotion. 
C) DRTV. 
D) event sponsorship. 
E) deceptive advertising. 
A) personal selling. 
B) sales promotion. 
C) DRTV. 
D) event sponsorship. 
E) deceptive advertising.

Question 10

Which of the following includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium?

Accepted Answer

A) Tracking 
B) Impressions 
C) Pretesting 
D) Pulsing 
E) Post-testing 
A) Tracking 
B) Impressions 
C) Pretesting 
D) Pulsing 
E) Post-testing

Question 11

Explain the concept of public relations.Discuss two forms of public relations and provide one example for each.

Accepted Answer

Public relations (PR)is an organizationa

Question 12

Cradles is a company that publishes exclusive and distinct magazines catering to the high-end luxury market.This is an example of:

Accepted Answer

A) media buy. 
B) media planning. 
C) mass media. 
D) niche media. 
E) media mix. 
A) media buy. 
B) media planning. 
C) mass media. 
D) niche media. 
E) media mix.

Question 13

Explain the three components that constitute an integrated marketing communications (IMC)strategy.

Accepted Answer

There are three components in any integr

Question 14

An exclusive travel magazine chooses to cater only to the needs of those travelers who are hitchhikers.This is an example of:

Accepted Answer

A) media buy. 
B) media planning. 
C) mass media. 
D) niche media. 
E) media mix. 
A) media buy. 
B) media planning. 
C) mass media. 
D) niche media. 
E) media mix.

Question 15

For direct mail to be effective, a good offer is needed to compel consumers to take immediate action.

Accepted Answer

A) True 
 B)False

Question 16

A two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision is called:

Accepted Answer

A) frequency. 
B) media buy. 
C) impression. 
D) public relations. 
E) personal selling. 
A) frequency. 
B) media buy. 
C) impression. 
D) public relations. 
E) personal selling.

Question 17

A company that deals in breakfast cereals advertises that its products contain all the essential nutrients necessary for the proper growth and development of children.This is an example of:

Accepted Answer

A) esteem appeal. 
B) emotional appeal. 
C) physiological appeal. 
D) rational appeal. 
E) social appeal. 
A) esteem appeal. 
B) emotional appeal. 
C) physiological appeal. 
D) rational appeal. 
E) social appeal.

Question 18

Which of the following is designed to get consumers to draw the product into the supply chain by demanding retailers carry it?

Accepted Answer

A) Demand strategy 
B) Push strategy 
C) Supply strategy 
D) Distribution strategy 
E) Pull strategy 
A) Demand strategy 
B) Push strategy 
C) Supply strategy 
D) Distribution strategy 
E) Pull strategy

Question 19

An institution that provides educational counselling to students sets up stalls in a shopping mall to provide expert counselling based on students' educational backgrounds and preferences.This is an example of:

Accepted Answer

A) a catalogue. 
B) direct mail. 
C) DRTV. 
D) a kiosk. 
E) personal selling. 
A) a catalogue. 
B) direct mail. 
C) DRTV. 
D) a kiosk. 
E) personal selling.

Question 20

Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

Accepted Answer

A) Esteem appeals 
B) Emotional appeals 
C) Ethos appeals 
D) Rational appeals 
E) Social appeals 
A) Esteem appeals 
B) Emotional appeals 
C) Ethos appeals 
D) Rational appeals 
E) Social appeals

Which of the following refers to the method of determining a communications budget that is based on a fixed proportion of forecast sales?

CBC Television, CTV, and Global are national TV channels in Canada.They are examples of:

A company that manufactures hockey equipment uses the medium of television to advertise and promote its products.Which of the following strategies best describes the company's distribution channel strategy?

A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution.It has also bought space in the newspaper for a print ad.This is an example of:

Explain the issues that marketers have to consider while selecting various budgeting methods for marketing communications.

Which of the following refers to the process of evaluating and selecting the media combination that will deliver a clear, consistent, compelling message to the intended audience?

A company manufactures bikes.Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising schedule?

A retail store offers customers an exclusive card with which they can build up points for every purchase made and then redeem these points for cash at the end of the year.This is an example of:

Which of the following includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium?

Explain the concept of public relations.Discuss two forms of public relations and provide one example for each.

Cradles is a company that publishes exclusive and distinct magazines catering to the high-end luxury market.This is an example of:

Explain the three components that constitute an integrated marketing communications (IMC)strategy.

An exclusive travel magazine chooses to cater only to the needs of those travelers who are hitchhikers.This is an example of:

For direct mail to be effective, a good offer is needed to compel consumers to take immediate action.

A two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision is called:

A company that deals in breakfast cereals advertises that its products contain all the essential nutrients necessary for the proper growth and development of children.This is an example of:

Which of the following is designed to get consumers to draw the product into the supply chain by demanding retailers carry it?

An institution that provides educational counselling to students sets up stalls in a shopping mall to provide expert counselling based on students' educational backgrounds and preferences.This is an example of:

Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters

Exam 14: Integrated Marketing Communications

Which of the following refers to the method of determining a communications budget that is based on a fixed proportion of forecast sales?

CBC Television, CTV, and Global are national TV channels in Canada.They are examples of:

A company that manufactures hockey equipment uses the medium of television to advertise and promote its products.Which of the following strategies best describes the company's distribution channel strategy?

A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution.It has also bought space in the newspaper for a print ad.This is an example of:

Explain the issues that marketers have to consider while selecting various budgeting methods for marketing communications.

Which of the following refers to the process of evaluating and selecting the media combination that will deliver a clear, consistent, compelling message to the intended audience?

A company manufactures bikes.Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising schedule?

A retail store offers customers an exclusive card with which they can build up points for every purchase made and then redeem these points for cash at the end of the year.This is an example of:

Which of the following includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium?

Explain the concept of public relations.Discuss two forms of public relations and provide one example for each.

Cradles is a company that publishes exclusive and distinct magazines catering to the high-end luxury market.This is an example of:

Explain the three components that constitute an integrated marketing communications (IMC)strategy.

An exclusive travel magazine chooses to cater only to the needs of those travelers who are hitchhikers.This is an example of:

For direct mail to be effective, a good offer is needed to compel consumers to take immediate action.

A two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision is called:

A company that deals in breakfast cereals advertises that its products contain all the essential nutrients necessary for the proper growth and development of children.This is an example of:

Which of the following is designed to get consumers to draw the product into the supply chain by demanding retailers carry it?

An institution that provides educational counselling to students sets up stalls in a shopping mall to provide expert counselling based on students' educational backgrounds and preferences.This is an example of:

Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters