Question 1

As the ad is running,Fleur monitors the daily sales of the perfume.This is an example of:

Accepted Answer

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

Question 2

A company sells computers.It has created a fan page on Facebook and advertises itself elsewhere on the Internet.It uses web tracking software that indicates the amount of time viewers spend on its online ad and the number of people who visit the fan page.This is an example of:

Accepted Answer

A)  frequency. 
B)  click-through tracking. 
C)  encoding. 
D)  gross rating points. 
E)  reach.

Question 3

Advertising expenditures vary over the course of the product life cycle,with advertising expenditures being the lowest during the introduction stage of the product.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

Accepted Answer

A)  Esteem appeals 
B)  Emotional appeals 
C)  Ethos appeals 
D)  Rational appeals 
E)  Social appeals

Question 5

Which of the following refers to the method of determining a communications budget that is based on a fixed proportion of forecast sales?

Accepted Answer

A)  Percentage-of-sales method 
B)  Objective-and-task method 
C)  Competitive parity method 
D)  Brand equity method 
E)  Affordable budgeting method

Question 6

A clothing line chooses a sports star to endorse its products.It pays a fee to a broadcasting channel to air the endorsement.The aim of airing the endorsement is to persuade customers to buy its products.This is an example of:

Accepted Answer

A)  weblog. 
B)  cause-related marketing. 
C)  advertising. 
D)  event sponsorship. 
E)  personal selling.

Question 7

A company dealing in anti-aging creams has created a 30-minute infomercial explaining the benefits of the cream.It also provides a toll-free number 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 8

A retail store offers customers an exclusive card with which they can build up points for every purchase made and then redeem these points for cash at the end of the year.This is an example of:

Accepted Answer

A)  personal selling. 
B)  sales promotion. 
C)  DRTV. 
D)  event sponsorship. 
E)  deceptive advertising.

Question 9

Mass media channels offer advertisers the opportunity to change and even personalize their messages.

Accepted Answer

A) True 
 B)False

Question 10

Explain the issues that marketers have to consider while selecting various budgeting methods for marketing communications.

Accepted Answer

The answer of Explain the issues that marketers have to...

Question 11

Jeff started a pet care centre.First,he compiled a list of people in his neighbourhood who had pets,and then he used the Internet to send messages to all these people to let them know of the services he was offering.This is an example of:

Accepted Answer

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

Question 12

Occasions manufactures greeting cards.Its new advertisement announces great discounts on its cards for the Christmas season.Occasions is the:

Accepted Answer

A)  receiver. 
B)  decoder. 
C)  transmitter. 
D)  creator. 
E)  sender.

Question 13

A firm's objectives or goals serve as a yardstick against which success or failure is measured.

Accepted Answer

A) True 
 B)False

Question 14

A company wants to advertise a tonic that revitalizes hair.The company creates 30-minute infomercials detailing the benefits of this tonic.The infomercial provides a mail address for interested customers.This is an example of:

Accepted Answer

A)  cause-related marketing. 
B)  sales promotion. 
C)  deceptive advertising. 
D)  pulsing schedule. 
E)  DRTV.

Question 15

Blade and Co.uses a champion dirt bike rider to endorse its new bike to convey a sense of adventure,ruggedness,and unbridled freedom.This is an example of:

Accepted Answer

A)  esteem appeal. 
B)  emotional appeal. 
C)  ethos appeal. 
D)  rational appeal. 
E)  social appeal.

Question 16

A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution.It has also bought space in the newspaper for a print ad.This is an example of:

Accepted Answer

A)  media buy. 
B)  USP. 
C)  direct mail. 
D)  cause-related marketing. 
E)  deceptive advertising.

Question 17

Which of the following refers to a method of determining a communications budget based on what is left over after other operating costs have been covered?

Accepted Answer

A)  Percentage-of-sales method 
B)  Objective-and-task method 
C)  Competitive parity method 
D)  Brand equity method 
E)  Affordable budgeting method

Question 18

A company manufacturing beauty products,in order to advertise itself better,sponsors an event called the Genie Awards,which is organized by the Academy of Canadian Cinema and Television.This is an example of:

Accepted Answer

A)  cause-related marketing. 
B)  deceptive advertising. 
C)  feedback loop. 
D)  event sponsorship. 
E)  weblog.

Question 19

A company selling beauty products does not sell its goods in any retail outlets.Instead it relies on salespeople to sell door to door.Salespeople simplify the buying process by providing information and services that save customers' time and effort.This is an example of:

Accepted Answer

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

Question 20

Occasions manufactures greeting cards.It works with Origs,a creative agency.Origs develops ads for the company.Origs is the:

Accepted Answer

A)  receiver. 
B)  decoder. 
C)  transmitter. 
D)  creator. 
E)  sender.

Exam 14: Strategic Pricing Methods

As the ad is running,Fleur monitors the daily sales of the perfume.This is an example of:

A company sells computers.It has created a fan page on Facebook and advertises itself elsewhere on the Internet.It uses web tracking software that indicates the amount of time viewers spend on its online ad and the number of people who visit the fan page.This is an example of:

Advertising expenditures vary over the course of the product life cycle,with advertising expenditures being the lowest during the introduction stage of the product.

Which of the following aim to satisfy consumers' desires rather than their utilitarian needs?

Which of the following refers to the method of determining a communications budget that is based on a fixed proportion of forecast sales?

A clothing line chooses a sports star to endorse its products.It pays a fee to a broadcasting channel to air the endorsement.The aim of airing the endorsement is to persuade customers to buy its products.This is an example of:

A company dealing in anti-aging creams has created a 30-minute infomercial explaining the benefits of the cream.It also provides a toll-free number for interested customers.This is an example of:

A retail store offers customers an exclusive card with which they can build up points for every purchase made and then redeem these points for cash at the end of the year.This is an example of:

Mass media channels offer advertisers the opportunity to change and even personalize their messages.

Explain the issues that marketers have to consider while selecting various budgeting methods for marketing communications.

Jeff started a pet care centre.First,he compiled a list of people in his neighbourhood who had pets,and then he used the Internet to send messages to all these people to let them know of the services he was offering.This is an example of:

Occasions manufactures greeting cards.Its new advertisement announces great discounts on its cards for the Christmas season.Occasions is the:

A firm's objectives or goals serve as a yardstick against which success or failure is measured.

A company wants to advertise a tonic that revitalizes hair.The company creates 30-minute infomercials detailing the benefits of this tonic.The infomercial provides a mail address for interested customers.This is an example of:

Blade and Co.uses a champion dirt bike rider to endorse its new bike to convey a sense of adventure,ruggedness,and unbridled freedom.This is an example of:

A newly opened educational institution plans to purchase airtime on the local television network to advertise the institution.It has also bought space in the newspaper for a print ad.This is an example of:

Which of the following refers to a method of determining a communications budget based on what is left over after other operating costs have been covered?

A company manufacturing beauty products,in order to advertise itself better,sponsors an event called the Genie Awards,which is organized by the Academy of Canadian Cinema and Television.This is an example of:

A company selling beauty products does not sell its goods in any retail outlets.Instead it relies on salespeople to sell door to door.Salespeople simplify the buying process by providing information and services that save customers' time and effort.This is an example of:

Occasions manufactures greeting cards.It works with Origs,a creative agency.Origs develops ads for the company.Origs is the: