Question 1

In the past decade,the budgets for direct marketing and public relations have decreased considerably.

Accepted Answer

A) True 
 B)False  False

Question 2

Explain the concept of gross rating points.

Accepted Answer

Marketing communications managers usually state their media objectives in terms of gross rating points (GRP),which represents reach multiplied by frequency (GRP = reach × frequency).This measure can be used for various media advertising-print,radio,or television.GRP can be measured for print,radio,or television but,when comparing the calculations,they must refer to the same medium.

Question 3

Explain the three components that constitute an integrated marketing communications (IMC)strategy.

Accepted Answer

There are three components in any integrated marketing communications (IMC)strategy: the consumer or target market,the channels or vehicles through which the message is communicated,and the evaluation of the results of the communication.The first component focuses on consum­ers,examining the communication process: how consumers receive communications,whether via media or other methods,and how the delivery of that communication affects a message's form and content.The second component identifies the steps involved in plan­ning successful campaigns,from identifying a target audience to creating an actual ad and assessing its performance.It also considers how the level of complexity in IMC strate­gies leads marketers to design new ways to measure the results of IMC campaigns.The last component examines the six distinct tools of IMC-advertising,personal selling,sales promotion,direct marketing,public relations,and digital media-and how each is used in an overall IMC strategy.

Question 4

Which of the following is a paid form of communication from an identifiable source,delivered through a communication channel,and designed to persuade the receiver to take some action,now or in the future?

Accepted Answer

A)   Tracking
B)   Pretesting
C)   Advertising
D)   Decoding
E)   Feedback loop

Question 5

Measuring sales impact is challenging because of the many influences other than advertising on consumers' choices,purchase behaviour,and attitudes.

Accepted Answer

A) True 
 B)False

Question 6

Pull strategy campaigns attempt to motivate the seller to highlight the company's product,rather than the products of competitors,and thereby push the product onto consumers.

Accepted Answer

A) True 
 B)False

Question 7

A company that manufactures office stationery relies on salespeople to sell door to door.This is an example of:

Accepted Answer

A)   impressions.
B)   DRTV.
C)   cause-related marketing.
D)   deceptive advertising.
E)   personal selling.

Question 8

Heads International manufactures helmets.To promote sales,it releases an advertisement featuring its products.The company monitors the daily and weekly sales volume of its products while the ad is running.This is an example of:

Accepted Answer

A)   tracking.
B)   impressions.
C)   pretesting.
D)   pulsing.
E)   post-testing.

Question 9

Explain the different types of advertising schedules used by companies for the advertisement of their products.

Accepted Answer

The answer of Explain the different types of advertising schedules...

Question 10

Which of the following refers to channels that include national newspapers,magazines,radio,and television,and is ideal for reaching large numbers of anonymous audience members?

Accepted Answer

A)   Media buy
B)   Media planning
C)   Mass media
D)   Niche media
E)   Media mix

Question 11

Explain the concept of public relations.

Accepted Answer

The answer of Explain the concept of public relations....

Question 12

A company manufactures bikes.Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising schedule?

Accepted Answer

A)   Flighting
B)   Cause-related
C)   Continuous
D)   Deceptive
E)   Pulsing

Question 13

Cossacks is a computer manufacturing company.To boost sales,it offers discounts on computers to encourage retailers to sell higher volumes.Which of the following strategies best describes Cossacks's distribution channel strategy?

Accepted Answer

A)   Impressions
B)   Push
C)   Reach
D)   Media buy
E)   Frequency

Question 14

Which of the following includes monitoring key indicators,such as daily or weekly sales volume,while the advertisement is running to shed light on any problems with the message or the medium?

Accepted Answer

A)   Tracking
B)   Impressions
C)   Pretesting
D)   Pulsing
E)   Post-testing

Question 15

An assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do is called:

Accepted Answer

A)   tracking.
B)   impressions.
C)   pretesting.
D)   pulsing.
E)   post-testing.

Question 16

Explain the key components of print advertising.

Accepted Answer

The answer of Explain the key components of print advertising....

Question 17

A company claims its weight-reduction drug causes a weight loss of 10 kilograms in seven days with no exercise.The company creates 30-minute infomercials explaining the benefit of this drug.The infomercial provides a mail address for interested customers.This is an example of:

Accepted Answer

A)   a catalogue.
B)   direct mail.
C)   DRTV.
D)   a kiosk.
E)   cause-related marketing.

Question 18

A company specializes in winter clothing.It advertises heavily in the winter and then stops advertising once the season ends.Which of the following best describes the advertising schedule adopted in the given scenario?

Accepted Answer

A)   Flighting
B)   Cause related
C)   Continuous
D)   Deceptive
E)   Pulsing

Question 19

A company manufactures laundry detergent.The company relies on door-to-door salespeople who provide information and services that save the customers time and effort.This is an example of:

Accepted Answer

A)   a weblog.
B)   direct mail.
C)   DRTV.
D)   a kiosk.
E)   personal selling.

Question 20

Any interference that stems from competing messages,a lack of clarity in the message,or a flaw in the medium is called:

Accepted Answer

A)   noise.
B)   frequency.
C)   decoding.
D)   a communication channel.
E)   a feedback loop.

Exam 14: Strategic Pricing Methods