Question 1

Companies aim _____ at resellers to obtain greater distribution of their products.

Accepted Answer

A)  in-store advertising 
B)  professional advertising 
C)  public service advertising 
D)  trade advertising 
E)  consumer advertising 
A)  in-store advertising 
B)  professional advertising 
C)  public service advertising 
D)  trade advertising 
E)  consumer advertising

Question 2

A car dealer's advertisement inviting people for a test drive is an example of the use of _____.

Accepted Answer

A)  collateral material 
B)  public relations 
C)  personal selling 
D)  sales promotion 
E)  awareness advertising 
A)  collateral material 
B)  public relations 
C)  personal selling 
D)  sales promotion 
E)  awareness advertising

Question 3

Marketing communications is a type of advertising that is used by companies to maintain contacts with customers.

Accepted Answer

A) True 
 B)False

Question 4

If two brands are equal in quality,the one with the highest price is the best value.

Accepted Answer

A) True 
 B)False

Question 5

According to Nowak and Phelps,which of the following tactics does the IMC approach focus on?

Accepted Answer

A)  Decreasing reliance on targeted messages 
B)  Reaching larger segments 
C)  Lower use of consumer data 
D)  Less emphasis on advertising relative to other strategies 
E)  Extensive use of electronic and mass media 
A)  Decreasing reliance on targeted messages 
B)  Reaching larger segments 
C)  Lower use of consumer data 
D)  Less emphasis on advertising relative to other strategies 
E)  Extensive use of electronic and mass media

Question 6

Some products are publicized using _____,in which an ad claims the product is equal in quality to higher priced brands.

Accepted Answer

A)  image advertising 
B)  price advertising 
C)  sale advertising 
D)  trade advertising 
E)  professional advertising 
A)  image advertising 
B)  price advertising 
C)  sale advertising 
D)  trade advertising 
E)  professional advertising

Question 7

Planned messages are "do" messages because they represent what a company does.

Accepted Answer

A) True 
 B)False

Question 8

High profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.

Accepted Answer

A) True 
 B)False

Question 9

In order to convey the benefits of sponsorship to a potential sponsor,a rodeo show would most likely use _____.This enables the marketer to answer the prospect's questions on the spot.

Accepted Answer

A)  personal selling 
B)  social media marketing 
C)  cold calling 
D)  professional advertising 
E)  public service advertising 
A)  personal selling 
B)  social media marketing 
C)  cold calling 
D)  professional advertising 
E)  public service advertising

Question 10

A company's first market should always be its _____.

Accepted Answer

A)  new customers 
B)  sponsorial consumers 
C)  ideal consumers 
D)  implied consumers 
E)  current customers 
A)  new customers 
B)  sponsorial consumers 
C)  ideal consumers 
D)  implied consumers 
E)  current customers

Question 11

No amount of advertising can win back a customer lost from shoddy products or poor service.

Accepted Answer

A) True 
 B)False

Question 12

At the reception of a hotel,Tom came across a brochure on the hotel's multi-cuisine restaurant.Which of the following has the hotel used to disseminate information about one of its services?

Accepted Answer

A)  Personal selling 
B)  Public relations 
C)  Trade fair 
D)  Collateral materials 
E)  Sales promotion 
A)  Personal selling 
B)  Public relations 
C)  Trade fair 
D)  Collateral materials 
E)  Sales promotion

Question 13

Companies that commit to relationship marketing are generally trying to:

Accepted Answer

A)  win back customers lost from shoddy products or poor service. 
B)  make up for the cost of acquiring new customers. 
C)  develop a full view of the customer by compiling and analyzing customer data. 
D)  lure customers through offensive marketing. 
E)  adopt a marketer-centric perspective in creating brand messages. 
A)  win back customers lost from shoddy products or poor service. 
B)  make up for the cost of acquiring new customers. 
C)  develop a full view of the customer by compiling and analyzing customer data. 
D)  lure customers through offensive marketing. 
E)  adopt a marketer-centric perspective in creating brand messages.

Question 14

B2B advertising rarely uses consumer mass media and is typically invisible to consumers.

Accepted Answer

A) True 
 B)False

Question 15

How does the human communication process relate to the advertising process?

Accepted Answer

Applying this model to advertising,we co

Question 16

Which of the following refer to traditional promotional messages?

Accepted Answer

A)  Planned messages 
B)  Product messages 
C)  Inferred messages 
D)  Service messages 
E)  Unplanned messages 
A)  Planned messages 
B)  Product messages 
C)  Inferred messages 
D)  Service messages 
E)  Unplanned messages

Question 17

Which of the following is true about a company's stakeholders?

Accepted Answer

A)  An employee cannot be a stockholder. 
B)  There is often significant overlap in stakeholder roles. 
C)  Stakeholders uniformly require reactive relationships. 
D)  The number of stakeholders is unimportant in marketing. 
E)  Product messages have negligible influence on a stakeholder's relationship decision. 
A)  An employee cannot be a stockholder. 
B)  There is often significant overlap in stakeholder roles. 
C)  Stakeholders uniformly require reactive relationships. 
D)  The number of stakeholders is unimportant in marketing. 
E)  Product messages have negligible influence on a stakeholder's relationship decision.

Question 18

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands,it is practicing _____.

Accepted Answer

A)  Integrated marketing communications 
B)  Sales promotion 
C)  Word-of-mouth advertising 
D)  Personal selling 
E)  Viral marketing 
A)  Integrated marketing communications 
B)  Sales promotion 
C)  Word-of-mouth advertising 
D)  Personal selling 
E)  Viral marketing

Question 19

The _____ are the gatekeepers who decide if the ad will run or not.

Accepted Answer

A)  authors 
B)  actual consumers 
C)  implied consumers 
D)  personas 
E)  sponsorial consumers 
A)  authors 
B)  actual consumers 
C)  implied consumers 
D)  personas 
E)  sponsorial consumers

Question 20

In _____,a third-person persona tells a story about others to an imagined audience.

Accepted Answer

A)  autobiographical messages 
B)  feedback messages 
C)  drama messages 
D)  narrative messages 
E)  personal messages 
A)  autobiographical messages 
B)  feedback messages 
C)  drama messages 
D)  narrative messages 
E)  personal messages

Companies aim _____ at resellers to obtain greater distribution of their products.

A car dealer's advertisement inviting people for a test drive is an example of the use of _____.

Marketing communications is a type of advertising that is used by companies to maintain contacts with customers.

If two brands are equal in quality,the one with the highest price is the best value.

According to Nowak and Phelps,which of the following tactics does the IMC approach focus on?

Some products are publicized using _____,in which an ad claims the product is equal in quality to higher priced brands.

Planned messages are "do" messages because they represent what a company does.

High profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.

In order to convey the benefits of sponsorship to a potential sponsor,a rodeo show would most likely use _____.This enables the marketer to answer the prospect's questions on the spot.

A company's first market should always be its _____.

No amount of advertising can win back a customer lost from shoddy products or poor service.

At the reception of a hotel,Tom came across a brochure on the hotel's multi-cuisine restaurant.Which of the following has the hotel used to disseminate information about one of its services?

Companies that commit to relationship marketing are generally trying to:

B2B advertising rarely uses consumer mass media and is typically invisible to consumers.

How does the human communication process relate to the advertising process?

Which of the following refer to traditional promotional messages?

Which of the following is true about a company's stakeholders?

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands,it is practicing _____.

The _____ are the gatekeepers who decide if the ad will run or not.

In _____,a third-person persona tells a story about others to an imagined audience.

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters

Exam 1: Advertising and IMC Today

Companies aim _____ at resellers to obtain greater distribution of their products.

A car dealer's advertisement inviting people for a test drive is an example of the use of _____.

Marketing communications is a type of advertising that is used by companies to maintain contacts with customers.

If two brands are equal in quality,the one with the highest price is the best value.

According to Nowak and Phelps,which of the following tactics does the IMC approach focus on?

Some products are publicized using _____,in which an ad claims the product is equal in quality to higher priced brands.

Planned messages are "do" messages because they represent what a company does.

High profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.

In order to convey the benefits of sponsorship to a potential sponsor,a rodeo show would most likely use _____.This enables the marketer to answer the prospect's questions on the spot.

A company's first market should always be its _____.

No amount of advertising can win back a customer lost from shoddy products or poor service.

At the reception of a hotel,Tom came across a brochure on the hotel's multi-cuisine restaurant.Which of the following has the hotel used to disseminate information about one of its services?

Companies that commit to relationship marketing are generally trying to:

B2B advertising rarely uses consumer mass media and is typically invisible to consumers.

How does the human communication process relate to the advertising process?

Which of the following refer to traditional promotional messages?

Which of the following is true about a company's stakeholders?

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands,it is practicing _____.

The _____ are the gatekeepers who decide if the ad will run or not.

In _____,a third-person persona tells a story about others to an imagined audience.

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters