Question 1

Which of the following statements about the objective/task method for allocating advertising expenditures is true?

Accepted Answer

A)  It is often difficult to determine in advance the amount of money needed to reach a specific goal. 
B)  It is inadaptable to changing market conditions and cannot be altered. 
C)  It assumes that marketing activities result in demand. 
D)  It considers marketing to be an advertising tool to generate sales. 
E)  It permits quick and ready measurement of the success of an ad campaign.

Question 2

Which of the following statements about the relationship of advertising to sales and profits is true?

Accepted Answer

A)  Sales will remain constant if there is additional advertising. 
B)  There will be no sales if there is no advertising. 
C)  The durability of advertising is long-term. 
D)  Increases in profitability are closely related to increases in the marketing budget 
E)  There is no saturation level for advertising.

Question 3

_____ is the ratio of perceived benefits to the price of the product in a consumer study.

Accepted Answer

A)  Net worth 
B)  Contribution margin 
C)  ROI 
D)  Retained earning 
E)  Value

Question 4

While other Florida cities are trying to prevent college students from invading their beaches,the Panama City Beach Convention & Visitors Bureau is tempting college students from the U.S.and Canada to hit its beaches for Spring Break 2006.It is positioning itself as the spring break destination for U.S.college students.What approach to positioning is being used in this example?

Accepted Answer

A)  Cultural symbol 
B)  Product class 
C)  Product user 
D)  Marketing mix 
E)  Price/quality

Question 5

As per which advertising budget method,computer-based programs developed by major advertisers and agencies rely on input of sophisticated data,history,and assumptions?

Accepted Answer

A)  Empirical Research 
B)  Random probability sampling method 
C)  Quantitative mathematical model 
D)  Percentage of sale method 
E)  Objective task method

Question 6

Think about the various sources of brand messages.Which message form is considered to be a confirm message because that is what others say and confirm about what the company says or does?

Accepted Answer

A)  Planned message 
B)  Functional message 
C)  Unplanned message 
D)  Product message 
E)  Service message

Question 7

Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian community.Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow.The gay publications are examples of the _____ for Clos du Bois wine.

Accepted Answer

A)  reference groups 
B)  target audiences 
C)  target markets 
D)  stakeholders 
E)  environmental curators

Question 8

Research about the relationship of advertising to sales and profits is far from perfect.However,based on it,several research generalizations are possible.Which of the following statements is NOT consistent with this research?

Accepted Answer

A)  Sales will increase if there is additional advertising. 
B)  There will be no sales if there is no advertising. 
C)  There are saturation limits above which no amount of advertising can push sales. 
D)  Increases in market share are more directly related to increases in the marketing budget than to price reductions. 
E)  Sales response to advertising is spread out over a long period of time.

Question 9

The principal benefit of IMC is cost efficiency.

Accepted Answer

A) True 
 B)False

Question 10

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives.Which of the following is the BEST sales-target objective for the bakery to use?

Accepted Answer

A)  To increase sales of pecan pies by 3 percent during the next six months 
B)  To have most of the staff attend a marketing seminar 
C)  To increase sales of cheesecake to the point where demand exceeds supply every week 
D)  To raise the net profit by 50 percent during the next three weeks 
E)  To build a Web site

Question 11

The "bundle of values" the advertiser presents to the consumer is referred to as the:

Accepted Answer

A)  strategic message. 
B)  promotional message. 
C)  creative mix. 
D)  product mix. 
E)  product concept.

Question 12

What are the four sources of brand messages? Briefly describe each source.

Accepted Answer

The answer of What are the four sources of brand...

Question 13

Distinguish between sales target objectives and communication objectives.

Accepted Answer

The answer of Distinguish between sales target objectives and communication...

Question 14

Which of the following statements about IMC is NOT true?

Accepted Answer

A)  Many believe that IMC is what makes relationship marketing possible. 
B)  IMC is both a concept and a process. 
C)  Many companies initially take a narrow, inside-out view of IMC. 
D)  Whether a company takes a narrow view or a broad view of IMC depends to a great extent on its corporate culture. 
E)  A principle benefit of IMC is that each element of communication mix is autonomous.

Question 15

_____ is an attempt to link advertising dollars with sales objectives.It holds that a company's best chance of maintaining its share of market is to keep a share of advertising (voice)somewhat ahead of its market share.

Accepted Answer

A)  Percentage-of-sales method 
B)  Self-defense method 
C)  Objective/task method 
D)  Share of market/share of voice method 
E)  Budget buildup method

Question 16

Which of the following is NOT one of the distinct approaches used to develop a positioning strategy?

Accepted Answer

A)  Cultural symbol 
B)  Product class 
C)  Product user 
D)  Marketing mix 
E)  Price/quality

Question 17

Which of the following is a principle of a guerilla marketing warfare?

Accepted Answer

A)  Participate only if you are a market leader. 
B)  Use surprise. Too much research often wastes precious time. 
C)  Be prepared to "bug out" at a moment's notice. 
D)  Introduce new products and services before the competition does. 
E)  Launch the attack on as narrow a front as possible, preferably with single products.

Question 18

The first step in traditional top-down planning is to determine specific marketing objectives.

Accepted Answer

A) True 
 B)False

Question 19

Hops Grillhouse & Brewery,formerly known as Hops Restaurant/ Bar/Brewery,has unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality,freshness,and grilled tastes,as well as an array of aromas,textures and price points." Its product mix of handcrafted beer and superior food is unlike any other offered by similar restaurant chains and describes its _____ strategy.

Accepted Answer

A)  segmentation design 
B)  positioning 
C)  puffery 
D)  marketing mix 
E)  diversification

Question 20

Briefly discuss the following statement: "The marketing plan has a profound effect on an organization's advertising program."

Accepted Answer

The answer of Briefly discuss the following statement: "The marketing...

Exam 8: Marketing and Advertising Planning

Which of the following statements about the objective/task method for allocating advertising expenditures is true?

Which of the following statements about the relationship of advertising to sales and profits is true?

_____ is the ratio of perceived benefits to the price of the product in a consumer study.

As per which advertising budget method,computer-based programs developed by major advertisers and agencies rely on input of sophisticated data,history,and assumptions?

Think about the various sources of brand messages.Which message form is considered to be a confirm message because that is what others say and confirm about what the company says or does?

Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian community.Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow.The gay publications are examples of the _____ for Clos du Bois wine.

Research about the relationship of advertising to sales and profits is far from perfect.However,based on it,several research generalizations are possible.Which of the following statements is NOT consistent with this research?

The principal benefit of IMC is cost efficiency.

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives.Which of the following is the BEST sales-target objective for the bakery to use?

The "bundle of values" the advertiser presents to the consumer is referred to as the:

What are the four sources of brand messages? Briefly describe each source.

Distinguish between sales target objectives and communication objectives.

Which of the following statements about IMC is NOT true?

_____ is an attempt to link advertising dollars with sales objectives.It holds that a company's best chance of maintaining its share of market is to keep a share of advertising (voice) somewhat ahead of its market share.

Which of the following is NOT one of the distinct approaches used to develop a positioning strategy?

Which of the following is a principle of a guerilla marketing warfare?

The first step in traditional top-down planning is to determine specific marketing objectives.

Briefly discuss the following statement: "The marketing plan has a profound effect on an organization's advertising program."