Question 1

What is comparative advertising and who are its users? How do federal regulators view comparative advertising?

Accepted Answer

Comparative advertising is an advertisin

Question 2

Which of the following types of advertising is most likely to be used during the growth stage and the early part of the maturity stage of the product lifecycle?

Accepted Answer

A)  Persuasive advertising 
B)  Reminder advertising 
C)  Evaluative advertising 
D)  Retentive advertising 
A)  Persuasive advertising 
B)  Reminder advertising 
C)  Evaluative advertising 
D)  Retentive advertising

Question 3

Noise can also result from distractions within an advertising message itself.

Accepted Answer

A) True 
 B)False

Question 4

The most effective testimonial ads link the celebrity and the advertised good or service.

Accepted Answer

A) True 
 B)False

Question 5

Message research assesses how well a particular medium delivers the advertiser's message,where and when to place the advertisement,and the size of the audience.

Accepted Answer

True
Media research

Question 6

Which of the following is a method of testing alternate ads by dividing a cable TV audience or a publication's subscribers in two,using two different ads,and then evaluating the relative effectiveness of each?

Accepted Answer

A)  Zapping 
B)  Split run 
C)  Crowdsourcing 
D)  Unaided recall test 
A)  Zapping 
B)  Split run 
C)  Crowdsourcing 
D)  Unaided recall test

Question 7

Guerilla marketing is an expensive marketing technique.

Accepted Answer

A) True 
 B)False

Question 8

The _____ is at the heart of integrated marketing communications.

Accepted Answer

A)  product 
B)  brand 
C)  organization 
D)  customer 
A)  product 
B)  brand 
C)  organization 
D)  customer

Question 9

A manufacturer of a well known brand of cosmetics offering buyback allowances to its retailers for its new line of lip color is an example of:

Accepted Answer

A)  guerrilla marketing. 
B)  product placement. 
C)  trade promotion. 
D)  personal selling. 
A)  guerrilla marketing. 
B)  product placement. 
C)  trade promotion. 
D)  personal selling.

Question 10

The promotional mix requires a carefully designed blend of variables to satisfy the needs of a company's customers and achieve organizational objectives.

Accepted Answer

A) True 
 B)False

Question 11

A major advantage of advertising is the ease of measuring advertising effectiveness.

Accepted Answer

A) True 
 B)False

Question 12

Nonverbal cues like body language and tone of voice are important to the communication process.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is a disadvantage of guerrilla marketing?

Accepted Answer

A)  Customers don't pay attention to it as it is a very traditional form of marketing. 
B)  Marketers have to invest a lot of money for the innovation involved in guerrilla marketing. 
C)  Competitors can easily imitate the techniques used in guerrilla marketing. 
D)  Marketers run the risk of reaching a limited number of potential consumers. 
A)  Customers don't pay attention to it as it is a very traditional form of marketing. 
B)  Marketers have to invest a lot of money for the innovation involved in guerrilla marketing. 
C)  Competitors can easily imitate the techniques used in guerrilla marketing. 
D)  Marketers run the risk of reaching a limited number of potential consumers.

Question 14

Brand-building efforts to generate or enhance consumers' perceptions of value in a product,brand,or organization can be measured over the short term.

Accepted Answer

A) True 
 B)False

Question 15

The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.

Accepted Answer

A) True 
 B)False

Question 16

_____ refers to a company's messages about general management issues.

Accepted Answer

A)  Nonmarketing public relations 
B)  Corporate advertising 
C)  Institutional advertising 
D)  Cooperative public relations 
A)  Nonmarketing public relations 
B)  Corporate advertising 
C)  Institutional advertising 
D)  Cooperative public relations

Question 17

Paid,nonpersonal communication through various media about a business firm,not-for-profit organization,product,or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____.

Accepted Answer

A)  sales promotion 
B)  advertising 
C)  product placement 
D)  direct marketing 
A)  sales promotion 
B)  advertising 
C)  product placement 
D)  direct marketing

Question 18

In which of the following types of MPR,the marketer takes the initiative and seeks out opportunities for promoting the firm's products?

Accepted Answer

A)  Active MPR 
B)  Proactive MPR 
C)  Passive MPR 
D)  Retroactive MPR 
A)  Active MPR 
B)  Proactive MPR 
C)  Passive MPR 
D)  Retroactive MPR

Question 19

Which of the following constitutes nonpersonal selling?

Accepted Answer

A)  Product placement in a TV show 
B)  Face-to-face interaction between a buyer and a seller 
C)  Telephonic conversation between a buyer and a seller 
D)  A videoconference between a marketer and a customer 
A)  Product placement in a TV show 
B)  Face-to-face interaction between a buyer and a seller 
C)  Telephonic conversation between a buyer and a seller 
D)  A videoconference between a marketer and a customer

Question 20

Which of the following methods of creating a promotional budget allocates a predetermined amount to each sales or production unit?

Accepted Answer

A)  The fixed-sum-per-unit method 
B)  The meeting competition method 
C)  The percentage-of-sales method 
D)  The task-objective method 
A)  The fixed-sum-per-unit method 
B)  The meeting competition method 
C)  The percentage-of-sales method 
D)  The task-objective method

Exam 16: Integrated Marketing Communications, Advertising, and Public Relations

What is comparative advertising and who are its users? How do federal regulators view comparative advertising?

Which of the following types of advertising is most likely to be used during the growth stage and the early part of the maturity stage of the product lifecycle?

Noise can also result from distractions within an advertising message itself.

The most effective testimonial ads link the celebrity and the advertised good or service.

Message research assesses how well a particular medium delivers the advertiser's message,where and when to place the advertisement,and the size of the audience.

Which of the following is a method of testing alternate ads by dividing a cable TV audience or a publication's subscribers in two,using two different ads,and then evaluating the relative effectiveness of each?

Guerilla marketing is an expensive marketing technique.

The _____ is at the heart of integrated marketing communications.

A manufacturer of a well known brand of cosmetics offering buyback allowances to its retailers for its new line of lip color is an example of:

The promotional mix requires a carefully designed blend of variables to satisfy the needs of a company's customers and achieve organizational objectives.

A major advantage of advertising is the ease of measuring advertising effectiveness.

Nonverbal cues like body language and tone of voice are important to the communication process.

Which of the following is a disadvantage of guerrilla marketing?

Brand-building efforts to generate or enhance consumers' perceptions of value in a product,brand,or organization can be measured over the short term.

The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.

_____ refers to a company's messages about general management issues.

Paid,nonpersonal communication through various media about a business firm,not-for-profit organization,product,or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____.

In which of the following types of MPR,the marketer takes the initiative and seeks out opportunities for promoting the firm's products?

Which of the following constitutes nonpersonal selling?

Which of the following methods of creating a promotional budget allocates a predetermined amount to each sales or production unit?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

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Global Marketing

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Relationship Marketing and Customer Relationship Management (CRM)

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Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

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