Question 1

In the context of Web communication,the term "hits" represents the number of user requests for a file.

Accepted Answer

A) True 
 B)False

Question 2

Star,a supermarket chain,runs print advertisements promoting best deals for different products every week.This is an example of _____ advertising.

Accepted Answer

A)  retail 
B)  associative 
C)  referenced 
D)  corporate 
A)  retail 
B)  associative 
C)  referenced 
D)  corporate

Question 3

An IMC strategy helps marketers create a unified personality for the product or brand by choosing the right elements from the promotional mix to send the message.

Accepted Answer

A) True 
 B)False

Question 4

The advertiser's challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

Accepted Answer

A) True 
 B)False

Question 5

An advantage of celebrity testimonials is improved product recognition in a promotional environment filled with hundreds of competing 15- and 30-second commercials.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following elements of a print advertisement contains the company name,address,web address,slogan,trademark,logo,or names the sponsoring organization?

Accepted Answer

A)  Slogan 
B)  Headline 
C)  Illustration 
D)  Signature 
A)  Slogan 
B)  Headline 
C)  Illustration 
D)  Signature

Question 7

An apparel marketer pays a percentage of the cost of a retail store's newspaper advertisement featuring its product lines.This is an example of:

Accepted Answer

A)  comparative advertising. 
B)  cost-effective advertising. 
C)  budget advertising. 
D)  cooperative advertising. 
A)  comparative advertising. 
B)  cost-effective advertising. 
C)  budget advertising. 
D)  cooperative advertising.

Question 8

Explain how noise interferes with the effective transmission of a promotional message.

Accepted Answer

Noise represents interference at some st

Question 9

Setting the timing and sequence for a series of advertisements is called _____.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing 
A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Question 10

People are asked to select unidentified products on the basis of available advertising copy in a(n):

Accepted Answer

A)  blind product test. 
B)  recognition test. 
C)  unaided recall test. 
D)  inquiry test. 
A)  blind product test. 
B)  recognition test. 
C)  unaided recall test. 
D)  inquiry test.

Question 11

Cooperative advertising campaigns originated to take advantage of the media's practice of offering lower rates to local advertisers than to national ones.

Accepted Answer

A) True 
 B)False

Question 12

In communicating a promotional message,decoding refers to the:

Accepted Answer

A)  translation of the message into understandable terms and transmitting it through the communication channel. 
B)  receiver's interpretation of the message transmitted through the communication channel. 
C)  receiver's response to the message transmitted through the communication channel. 
D)  noise that interferes with the transmission of the message through the communication channel. 
A)  translation of the message into understandable terms and transmitting it through the communication channel. 
B)  receiver's interpretation of the message transmitted through the communication channel. 
C)  receiver's response to the message transmitted through the communication channel. 
D)  noise that interferes with the transmission of the message through the communication channel.

Question 13

Advergames are either online games created by marketers to promote their products to targeted audiences in an interactive way or ads or product placements inserted into online video games.

Accepted Answer

A) True 
 B)False

Question 14

Nonmarketing public relations refer to a company's messages about general management issues.

Accepted Answer

A) True 
 B)False

Question 15

A nonpurchase is an example of a receiver's feedback.

Accepted Answer

A) True 
 B)False

Question 16

In the context of the communication process,translating a message into understandable terms and transmitting it through a communications channel is known as _____.

Accepted Answer

A)  decoding 
B)  referencing 
C)  polarizing 
D)  encoding 
A)  decoding 
B)  referencing 
C)  polarizing 
D)  encoding

Question 17

Which of the following is a strategy in which a retailer shares advertising costs with a manufacturer or a wholesaler?

Accepted Answer

A)  Cooperative advertising 
B)  Corporate advertising 
C)  Institutional advertising 
D)  Community advertising 
A)  Cooperative advertising 
B)  Corporate advertising 
C)  Institutional advertising 
D)  Community advertising

Question 18

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol,it is using _____ advertising.

Accepted Answer

A)  cooperative 
B)  comparative 
C)  retail 
D)  institutional 
A)  cooperative 
B)  comparative 
C)  retail 
D)  institutional

Question 19

Legislation regulates the placement of outdoor advertising near interstate highways.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is a disadvantage of personal selling as a promotional strategy?

Accepted Answer

A)  It elicits a delayed response from targeted consumers. 
B)  It is difficult to measure its promotional effectiveness. 
C)  It cannot mold the message to fit the customer need. 
D)  It is expensive and involves high cost per contact. 
A)  It elicits a delayed response from targeted consumers. 
B)  It is difficult to measure its promotional effectiveness. 
C)  It cannot mold the message to fit the customer need. 
D)  It is expensive and involves high cost per contact.

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

In the context of Web communication,the term "hits" represents the number of user requests for a file.

Star,a supermarket chain,runs print advertisements promoting best deals for different products every week.This is an example of _____ advertising.

An IMC strategy helps marketers create a unified personality for the product or brand by choosing the right elements from the promotional mix to send the message.

The advertiser's challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

An advantage of celebrity testimonials is improved product recognition in a promotional environment filled with hundreds of competing 15- and 30-second commercials.

Which of the following elements of a print advertisement contains the company name,address,web address,slogan,trademark,logo,or names the sponsoring organization?

An apparel marketer pays a percentage of the cost of a retail store's newspaper advertisement featuring its product lines.This is an example of:

Explain how noise interferes with the effective transmission of a promotional message.

Setting the timing and sequence for a series of advertisements is called _____.

People are asked to select unidentified products on the basis of available advertising copy in a(n):

Cooperative advertising campaigns originated to take advantage of the media's practice of offering lower rates to local advertisers than to national ones.

In communicating a promotional message,decoding refers to the:

Advergames are either online games created by marketers to promote their products to targeted audiences in an interactive way or ads or product placements inserted into online video games.

Nonmarketing public relations refer to a company's messages about general management issues.

A nonpurchase is an example of a receiver's feedback.

In the context of the communication process,translating a message into understandable terms and transmitting it through a communications channel is known as _____.

Which of the following is a strategy in which a retailer shares advertising costs with a manufacturer or a wholesaler?

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol,it is using _____ advertising.

Legislation regulates the placement of outdoor advertising near interstate highways.

Which of the following is a disadvantage of personal selling as a promotional strategy?

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

Business-to-Business (B2B)Marketing

Global Marketing

Market Segmentation, Targeting, and Positioning

Marketing Research and Sales Forecasting

Relationship Marketing and Customer Relationship Management (CRM)

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Your Career in Marketing

Developing an Effective Marketing Plan

Financial Analysis in Marketing

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