Question 1

A customer visits a company's website and within seconds a link to a competitor's site appears on the screen. What is this recent development in Internet advertising called?

Accepted Answer

A)  interstitial 
B)  advergame 
C)  missile 
D)  product placement

Question 2

Advertisements are designed to inform, persuade, and remind the target market to which they are directed.

Accepted Answer

A) True 
 B)False

Question 3

The most realistic budgeting method is the task-objective method since it allocates promotional dollars based on realistic communication objectives and the selection of the appropriate promotional activity required to meet those objectives.

Accepted Answer

A) True 
 B)False

Question 4

What is an advantage of interactive marketing?

Accepted Answer

A)  It provides information on one product only. 
B)  It is closer to nonpersonal selling. 
C)  It places the advertiser in control of the flow of information. 
D)  It provides consumers with more information in less time.

Question 5

Guerilla marketing is an expensive marketing technique.

Accepted Answer

A) True 
 B)False

Question 6

Institutional advertising is nonpersonal selling of a good or service marketed by an institution.

Accepted Answer

A) True 
 B)False

Question 7

Sponsorships are a cost-effective way of gaining exposure for a product.

Accepted Answer

A) True 
 B)False

Question 8

The Internet has allowed public relations representatives to have more direct access to the public and greater control over their messages.

Accepted Answer

A) True 
 B)False

Question 9

What is said to be at the heart of integrated marketing communications?

Accepted Answer

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

Question 10

Marketers of products in the late maturity or early declining stage of the product life cycle rely more heavily on persuasive advertising than other types of advertising.

Accepted Answer

A) True 
 B)False

Question 11

Anything that interferes with the message in a communications process is known as static.

Accepted Answer

A) True 
 B)False

Question 12

Cost-per-impression and click-through rates are measures of the number of people who have seen the product name and possibly the whole advertisement. However, neither measurement can determine to what extent the advertisement motivated consumers to actually buy the product.

Accepted Answer

A) True 
 B)False

Question 13

Reminder advertising is designed to keep a marketer's name or product in front of the target market, and is often used in the introductory stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 14

Generally, which component of a firm's promotion mix will be heavily invested in when serving business-to-business customers?

Accepted Answer

A)  advertising 
B)  publicity 
C)  public relations 
D)  personal selling

Question 15

Sponsorships are viewed in a more positive light by audiences than traditional advertising.

Accepted Answer

A) True 
 B)False

Question 16

What is the name for non-product advertising used by a profit-seeking firm?

Accepted Answer

A)  cause 
B)  institutional 
C)  informative 
D)  corporate

Question 17

As long as companies vary the media used for promotional messages, measuring the effectiveness of promotion is usually not worth the expense.

Accepted Answer

A) True 
 B)False

Question 18

The development of the actual advertisement begins with the promotional theme that has been chosen by the marketers.

Accepted Answer

A) True 
 B)False

Question 19

What is sales promotion subdivided into?

Accepted Answer

A)  trade and consumer promotion 
B)  Internet and traditional promotion 
C)  domestic and international promotion 
D)  wholesale and retail promotion

Question 20

According to the AIDA concept, which of the following is the first function of a promotional message?

Accepted Answer

A)  arousing interest in the good or service 
B)  gaining the potential consumer's attention 
C)  stimulating desire by convincing the potential buyer of the product's ability to satisfy his or her needs 
D)  producing an action in the form of a purchase or a more favourable attitude that may lead to a future purchase

Exam 14: Integrated Marketing Communications, Advertising, and Digital Communications

A customer visits a company's website and within seconds a link to a competitor's site appears on the screen. What is this recent development in Internet advertising called?

Advertisements are designed to inform, persuade, and remind the target market to which they are directed.

The most realistic budgeting method is the task-objective method since it allocates promotional dollars based on realistic communication objectives and the selection of the appropriate promotional activity required to meet those objectives.

What is an advantage of interactive marketing?

Guerilla marketing is an expensive marketing technique.

Institutional advertising is nonpersonal selling of a good or service marketed by an institution.

Sponsorships are a cost-effective way of gaining exposure for a product.

The Internet has allowed public relations representatives to have more direct access to the public and greater control over their messages.

What is said to be at the heart of integrated marketing communications?

Marketers of products in the late maturity or early declining stage of the product life cycle rely more heavily on persuasive advertising than other types of advertising.

Anything that interferes with the message in a communications process is known as static.

Cost-per-impression and click-through rates are measures of the number of people who have seen the product name and possibly the whole advertisement. However, neither measurement can determine to what extent the advertisement motivated consumers to actually buy the product.

Reminder advertising is designed to keep a marketer's name or product in front of the target market, and is often used in the introductory stage of the product life cycle.

Generally, which component of a firm's promotion mix will be heavily invested in when serving business-to-business customers?

Sponsorships are viewed in a more positive light by audiences than traditional advertising.

What is the name for non-product advertising used by a profit-seeking firm?

As long as companies vary the media used for promotional messages, measuring the effectiveness of promotion is usually not worth the expense.

The development of the actual advertisement begins with the promotional theme that has been chosen by the marketers.

What is sales promotion subdivided into?

According to the AIDA concept, which of the following is the first function of a promotional message?