Question 1

Which of the following schedules is implemented in spurts,with periods of heavy advertising followed by periods of no advertising?

Accepted Answer

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

Question 2

A medium-print,broadcast,the Internet-that carries messages is called:

Accepted Answer

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

Question 3

A marketing manager holds a press conference for the launch of a new product,and strategically presents a report that positions her company as an environmentally friendly company.The marketing manager is using:

Accepted Answer

A)  personal selling. 
B)  sales promotion. 
C)  deceptive advertising. 
D)  public relations. 
E)  DRTV.

Question 4

Your company specializes in guitars.You have hired a creative agency to make an ad for your product.How would you use the competitive parity method to plan the marketing communications budget? What are the limitations of this method?

Accepted Answer

The answer of Your company specializes in guitars.You have hired...

Question 5

Heads International,a manufacturer of helmets,made an advertisement featuring its products.After the ad has run its course,the company tries to understand how the ad influenced customer perceptions and whether it generated awareness.It also tests whether any purchasing actions have been stimulated by the advertisement.This is an example of:

Accepted Answer

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

Question 6

A fast-food restaurant sets up stalls in a shopping mall that provide information on the latest offers in the restaurant.They also inform interested customers of the discounts the restaurant is offering.Which of the following best describes the communications initiative of the fast-food restaurant?

Accepted Answer

A)  Catalogues 
B)  DRTV 
C)  Cause-related marketing 
D)  Event sponsorship 
E)  Kiosks

Question 7

Explain the concept of sales promotions.

Accepted Answer

The answer of Explain the concept of sales promotions....

Question 8

Which of the following is designed to get consumers to draw the product into the supply chain by demanding retailers carry it?

Accepted Answer

A)  Demand strategy 
B)  Push strategy 
C)  Supply strategy 
D)  Distribution strategy 
E)  Pull strategy

Question 9

An exclusive travel magazine chooses to cater only to the needs of those travellers who are hitchhikers.This is an example of:

Accepted Answer

A)  media buy. 
B)  media planning. 
C)  mass media. 
D)  niche media. 
E)  media mix.

Question 10

A company manufactures and sells high-end furniture.It compiles a list of all the products it offers and then mails the list to all its customers.Customers can select what they want and then order the product.This is an example of:

Accepted Answer

A)  a catalogue. 
B)  media buy. 
C)  DRTV. 
D)  a kiosk. 
E)  personal selling.

Question 11

The firm from which an integrated marketing communications (IMC)message originates is called a:

Accepted Answer

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

Question 12

Sales promotions are special incentives or excitement-building programs that encourage the purchase of a product or service.

Accepted Answer

A) True 
 B)False

Question 13

Mary starts a beauty salon.She conducts a door-to-door survey to gauge the number of people who use beauty care products.She compiles a list and then uses the Internet to send messages to all these people to let them know about the services offered at her beauty salon.This is an example of:

Accepted Answer

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

Question 14

Which of the following schedules maintains a base level of advertising but increases advertising intensity during certain periods?

Accepted Answer

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

Question 15

A company specializes in technical gadgets for home security.Its advertisements focus on the fear of threat and the potential dangers that loved ones might face in case a home is left unguarded.This is an example of:

Accepted Answer

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

Question 16

Suppose a company that deals in children's toys places three advertisements in a comic book read by children.The advertisement reaches 10 percent of the targeted audience.The reach and the frequency of advertisements are 10 and 3,respectively.The product of reach and frequency constitutes:

Accepted Answer

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

Question 17

Mike opens a new leisure goods store and buys airtime on TV to advertise the store.He also buys space in the newspaper to run an attractive 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 18

A bakery advertises throughout the year.It boosts its advertising expenditures during Christmas for maximum promotion of its products.Which of the following best describes the bakery's advertising schedule?

Accepted Answer

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

Question 19

A company making greeting cards sets up stalls in different malls during the Christmas season.The employees working at the stalls take orders for personalized cards and the product is delivered to customers at their residence.This is an example of:

Accepted Answer

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

Question 20

Moral appeals are considered a separate category that stands apart from the rational and emotional categories of advertising appeals.

Accepted Answer

A) True 
 B)False

Exam 14: Strategic Pricing Methods

Which of the following schedules is implemented in spurts,with periods of heavy advertising followed by periods of no advertising?

A medium-print,broadcast,the Internet-that carries messages is called:

A marketing manager holds a press conference for the launch of a new product,and strategically presents a report that positions her company as an environmentally friendly company.The marketing manager is using:

Your company specializes in guitars.You have hired a creative agency to make an ad for your product.How would you use the competitive parity method to plan the marketing communications budget? What are the limitations of this method?

A fast-food restaurant sets up stalls in a shopping mall that provide information on the latest offers in the restaurant.They also inform interested customers of the discounts the restaurant is offering.Which of the following best describes the communications initiative of the fast-food restaurant?

Explain the concept of sales promotions.

Which of the following is designed to get consumers to draw the product into the supply chain by demanding retailers carry it?

An exclusive travel magazine chooses to cater only to the needs of those travellers who are hitchhikers.This is an example of:

A company manufactures and sells high-end furniture.It compiles a list of all the products it offers and then mails the list to all its customers.Customers can select what they want and then order the product.This is an example of:

The firm from which an integrated marketing communications (IMC) message originates is called a:

Sales promotions are special incentives or excitement-building programs that encourage the purchase of a product or service.

Mary starts a beauty salon.She conducts a door-to-door survey to gauge the number of people who use beauty care products.She compiles a list and then uses the Internet to send messages to all these people to let them know about the services offered at her beauty salon.This is an example of:

Which of the following schedules maintains a base level of advertising but increases advertising intensity during certain periods?

A company specializes in technical gadgets for home security.Its advertisements focus on the fear of threat and the potential dangers that loved ones might face in case a home is left unguarded.This is an example of:

Suppose a company that deals in children's toys places three advertisements in a comic book read by children.The advertisement reaches 10 percent of the targeted audience.The reach and the frequency of advertisements are 10 and 3,respectively.The product of reach and frequency constitutes:

Mike opens a new leisure goods store and buys airtime on TV to advertise the store.He also buys space in the newspaper to run an attractive print ad.This is an example of:

A bakery advertises throughout the year.It boosts its advertising expenditures during Christmas for maximum promotion of its products.Which of the following best describes the bakery's advertising schedule?

A company making greeting cards sets up stalls in different malls during the Christmas season.The employees working at the stalls take orders for personalized cards and the product is delivered to customers at their residence.This is an example of:

Moral appeals are considered a separate category that stands apart from the rational and emotional categories of advertising appeals.