Question 1

_____ objectives can be categorized as either communication objectives or sales-target objectives.

Accepted Answer

A)  Environmental 
B)  Functional 
C)  Legal 
D)  Marketing 
E)  Consumer 
A)  Environmental 
B)  Functional 
C)  Legal 
D)  Marketing 
E)  Consumer

Question 2

What is integrated marketing communications?

Accepted Answer

Integrated marketing communications is t

Question 3

Marketing strategy typically involves three steps.List and briefly describe each of these steps.

Accepted Answer

The steps are (a)defining the particular

Question 4

List the five tasks advertising can perform as per the advertising pyramid.

Accepted Answer

The five tasks adver

Question 5

What should be the advertising manager's first step when he or she is asked to develop an advertising plan?

Accepted Answer

A)  Select the target audience. 
B)  Develop marketing objectives. 
C)  Determine the most cost-effective media. 
D)  Establish an advertising budget. 
E)  Review the company's marketing plan. 
A)  Select the target audience. 
B)  Develop marketing objectives. 
C)  Determine the most cost-effective media. 
D)  Establish an advertising budget. 
E)  Review the company's marketing plan.

Question 6

The advertising pyramid reflects the traditional mass-marketing monologue where the customer talks and the advertiser listens.

Accepted Answer

A) True 
 B)False

Question 7

Liechtenstein is a small European principality.In the minds of businesspeople,the country has the image of a "money laundering paradise." If you think of a country's name as if it were a brand,then how Liechtenstein is perceived by tourists and businesspeople indicates its:

Accepted Answer

A)  positioning. 
B)  segmentation. 
C)  market differentiation. 
D)  marketing mix. 
E)  creativity. 
A)  positioning. 
B)  segmentation. 
C)  market differentiation. 
D)  marketing mix. 
E)  creativity.

Question 8

All products have some position.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is not a sales-target objective?

Accepted Answer

A)  To increase sales volume by product line 
B)  To increase brand awareness or recognition 
C)  To increase gross profits by product line 
D)  To increase sales volume by distribution point. 
E)  To increase market share. 
A)  To increase sales volume by product line 
B)  To increase brand awareness or recognition 
C)  To increase gross profits by product line 
D)  To increase sales volume by distribution point. 
E)  To increase market share.

Question 10

What are the two general types of marketing objectives?

Accepted Answer

Two general types of

Question 11

_____ is the third section of the marketing plan and explains how the company plans to accomplish its marketing objectives.

Accepted Answer

A)  The control process 
B)  Implementation 
C)  Stakeholder analysis 
D)  Marketing strategy 
E)  Marketing mix 
A)  The control process 
B)  Implementation 
C)  Stakeholder analysis 
D)  Marketing strategy 
E)  Marketing mix

Question 12

Which of the following statements is NOT true,according to the integration triangle?

Accepted Answer

A)  Product and service messages are do messages. 
B)  Planned messages are say messages. 
C)  Unplanned messages are confirm messages. 
D)  Perceptions are created from brand messages. 
E)  Say, confirm and do messages are autonomous. 
A)  Product and service messages are do messages. 
B)  Planned messages are say messages. 
C)  Unplanned messages are confirm messages. 
D)  Perceptions are created from brand messages. 
E)  Say, confirm and do messages are autonomous.

Question 13

_____ involves creating,maintaining,and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other items of mutual value.

Accepted Answer

A)  Market exchange 
B)  Strategic collaboration 
C)  Relationship marketing 
D)  Creative partnering 
E)  Transactional marketing 
A)  Market exchange 
B)  Strategic collaboration 
C)  Relationship marketing 
D)  Creative partnering 
E)  Transactional marketing

Question 14

Mycogen Seeds has announced details of its Over-the-Top program for 2005-06.This unique program offers cash rebates to customers to motivate them to visit the store or buy the product.The purpose of this rebate is to create:

Accepted Answer

A)  action. 
B)  comprehension. 
C)  brand loyalty. 
D)  conviction. 
E)  awareness. 
A)  action. 
B)  comprehension. 
C)  brand loyalty. 
D)  conviction. 
E)  awareness.

Question 15

In consumer goods marketing,increases in market share are closely related to increases in the marketing budgets.

Accepted Answer

A) True 
 B)False

Question 16

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods.According to the advertising pyramid,the first task of the original advertising for Mood-lites is to create:

Accepted Answer

A)  awareness. 
B)  action. 
C)  conviction. 
D)  brand loyalty. 
E)  intent to buy. 
A)  awareness. 
B)  action. 
C)  conviction. 
D)  brand loyalty. 
E)  intent to buy.

Question 17

How does a target audience compare to a target market?

Accepted Answer

The target audience is the specific peop

Question 18

_____ determine the specific short-term actions to be taken,internally and externally,by whom,and when.

Accepted Answer

A)  Corporate objectives 
B)  Marketing tactics 
C)  Organizational structures 
D)  Environmental objectives 
E)  Strategic postures 
A)  Corporate objectives 
B)  Marketing tactics 
C)  Organizational structures 
D)  Environmental objectives 
E)  Strategic postures

Question 19

By definition,marketing plans should be short and specific.

Accepted Answer

A) True 
 B)False

Question 20

When used to determine how to allocate funds for advertising,the _____ method has three steps: defining objectives,determining strategy,and estimating costs.

Accepted Answer

A)  unit-of-sales 
B)  share-of-market/share-of-voice 
C)  percentage-of-sales 
D)  percentage-of-profit 
E)  objective/task 
A)  unit-of-sales 
B)  share-of-market/share-of-voice 
C)  percentage-of-sales 
D)  percentage-of-profit 
E)  objective/task

_____ objectives can be categorized as either communication objectives or sales-target objectives.

What is integrated marketing communications?

Marketing strategy typically involves three steps.List and briefly describe each of these steps.

List the five tasks advertising can perform as per the advertising pyramid.

What should be the advertising manager's first step when he or she is asked to develop an advertising plan?

The advertising pyramid reflects the traditional mass-marketing monologue where the customer talks and the advertiser listens.

Liechtenstein is a small European principality.In the minds of businesspeople,the country has the image of a "money laundering paradise." If you think of a country's name as if it were a brand,then how Liechtenstein is perceived by tourists and businesspeople indicates its:

All products have some position.

Which of the following is not a sales-target objective?

What are the two general types of marketing objectives?

_____ is the third section of the marketing plan and explains how the company plans to accomplish its marketing objectives.

Which of the following statements is NOT true,according to the integration triangle?

_____ involves creating,maintaining,and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other items of mutual value.

Mycogen Seeds has announced details of its Over-the-Top program for 2005-06.This unique program offers cash rebates to customers to motivate them to visit the store or buy the product.The purpose of this rebate is to create:

In consumer goods marketing,increases in market share are closely related to increases in the marketing budgets.

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods.According to the advertising pyramid,the first task of the original advertising for Mood-lites is to create:

How does a target audience compare to a target market?

_____ determine the specific short-term actions to be taken,internally and externally,by whom,and when.

By definition,marketing plans should be short and specific.

When used to determine how to allocate funds for advertising,the _____ method has three steps: defining objectives,determining strategy,and estimating costs.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 8: Marketing and Advertising Planning

_____ objectives can be categorized as either communication objectives or sales-target objectives.

What is integrated marketing communications?

Marketing strategy typically involves three steps.List and briefly describe each of these steps.

List the five tasks advertising can perform as per the advertising pyramid.

What should be the advertising manager's first step when he or she is asked to develop an advertising plan?

The advertising pyramid reflects the traditional mass-marketing monologue where the customer talks and the advertiser listens.

Liechtenstein is a small European principality.In the minds of businesspeople,the country has the image of a "money laundering paradise." If you think of a country's name as if it were a brand,then how Liechtenstein is perceived by tourists and businesspeople indicates its:

All products have some position.

Which of the following is not a sales-target objective?

What are the two general types of marketing objectives?

_____ is the third section of the marketing plan and explains how the company plans to accomplish its marketing objectives.

Which of the following statements is NOT true,according to the integration triangle?

_____ involves creating,maintaining,and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other items of mutual value.

Mycogen Seeds has announced details of its Over-the-Top program for 2005-06.This unique program offers cash rebates to customers to motivate them to visit the store or buy the product.The purpose of this rebate is to create:

In consumer goods marketing,increases in market share are closely related to increases in the marketing budgets.

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods.According to the advertising pyramid,the first task of the original advertising for Mood-lites is to create:

How does a target audience compare to a target market?

_____ determine the specific short-term actions to be taken,internally and externally,by whom,and when.

By definition,marketing plans should be short and specific.

When used to determine how to allocate funds for advertising,the _____ method has three steps: defining objectives,determining strategy,and estimating costs.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters