Question 1

When evaluating the efficiency of specific media vehicles,which of the following factors should be considered?

Accepted Answer

A) cost per thousand 
B) audience quality 
C) audience engagement. 
D) editorial quality 
E) All of the above. 
A) cost per thousand 
B) audience quality 
C) audience engagement. 
D) editorial quality 
E) All of the above.

Question 2

Which method of setting an advertising budget is based on analysing competitors' spending?

Accepted Answer

A) affordable method 
B) percentage-of-sales method 
C) competitive-parity method 
D) objective-and-task method 
E) integrated method 
A) affordable method 
B) percentage-of-sales method 
C) competitive-parity method 
D) objective-and-task method 
E) integrated method

Question 3

Developments in communications technology are speeding the movement toward segmented marketing.

Accepted Answer

A) True 
 B)False

Question 4

Mass markets have fragmented;thus,marketers are shifting away from mass marketing.

Accepted Answer

A) True 
 B)False

Question 5

A company's marketing communications mix is also called its promotion mix.

Accepted Answer

A) True 
 B)False

Question 6

Successful advertising messages are more likely to ________.

Accepted Answer

A) have a significant budget 
B) be placed during prime time 
C) use heavy frequency 
D) interrupt or disrupt the audience 
E) gain attention and interest 
A) have a significant budget 
B) be placed during prime time 
C) use heavy frequency 
D) interrupt or disrupt the audience 
E) gain attention and interest

Question 7

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

Accepted Answer

A) True 
 B)False

Question 8

When non-profit organisations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.

Accepted Answer

A) public affairs 
B) press relations 
C) product publicity 
D) development 
E) lobbying 
A) public affairs 
B) press relations 
C) product publicity 
D) development 
E) lobbying

Question 9

The percentage-of-sales method of setting an advertising budget wrongly treats sales as a cause of promotion rather as a result.

Accepted Answer

A) True 
 B)False

Question 10

In large companies,advertising is typically handled by an individual in the sales department.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is the most common form of branded entertainment?

Accepted Answer

A) product placement 
B) virtual advertising 
C) mediated advertising 
D) buzz marketing 
E) advertainment 
A) product placement 
B) virtual advertising 
C) mediated advertising 
D) buzz marketing 
E) advertainment

Question 12

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Accepted Answer

A) Reach 
B) Qualitative value 
C) Impact 
D) Premium 
E) Frequency 
A) Reach 
B) Qualitative value 
C) Impact 
D) Premium 
E) Frequency

Question 13

Advertisers should use comparative advertising appeals cautiously.Which of the following is NOT one of the dangers of comparative advertising?

Accepted Answer

A) It has the potential to invite negative or unwanted competitive responses. 
B) It can upset competitors. 
C) It can lead to litigation,especially when comparisons are unfounded or unfair. 
D) It is not legal in Australia or New Zealand. 
E) It has the potential to lead to an advertising war. 
A) It has the potential to invite negative or unwanted competitive responses. 
B) It can upset competitors. 
C) It can lead to litigation,especially when comparisons are unfounded or unfair. 
D) It is not legal in Australia or New Zealand. 
E) It has the potential to lead to an advertising war.

Question 14

The most meaningful and believable benefits may not be the best ones to feature.

Accepted Answer

A) True 
 B)False

Question 15

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is a function of ________.

Accepted Answer

A) message strategy 
B) press relations 
C) press agencies 
D) public relations 
E) a mass market strategy 
A) message strategy 
B) press relations 
C) press agencies 
D) public relations 
E) a mass market strategy

Question 16

Which of the following is NOT an example of a specialised and highly-targeted media that an advertiser might use to reach smaller customer segments?

Accepted Answer

A) cable television channels 
B) email 
C) blogs 
D) network television 
E) online social networks 
A) cable television channels 
B) email 
C) blogs 
D) network television 
E) online social networks

Question 17

________ is the company's most expensive promotion tool.

Accepted Answer

A) Advertising 
B) Personal selling 
C) Mass media 
D) Public relations 
E) Publicity 
A) Advertising 
B) Personal selling 
C) Mass media 
D) Public relations 
E) Publicity

Question 18

A marketing communications director's job is to ensure that each ________ will deliver a consistent and positive message about the company.

Accepted Answer

A) public relations message 
B) brand contact 
C) advertisement 
D) logo 
E) media vehicle 
A) public relations message 
B) brand contact 
C) advertisement 
D) logo 
E) media vehicle

Question 19

The four principal metrics used to measure media effectiveness in current use are ________,________,________ and ________.

Accepted Answer

ratings;readership;l

Question 20

A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

Accepted Answer

A) direct marketing 
B) integrated marketing 
C) the promotion mix 
D) competitive marketing 
E) target marketing 
A) direct marketing 
B) integrated marketing 
C) the promotion mix 
D) competitive marketing 
E) target marketing

When evaluating the efficiency of specific media vehicles,which of the following factors should be considered?

Which method of setting an advertising budget is based on analysing competitors' spending?

Developments in communications technology are speeding the movement toward segmented marketing.

Mass markets have fragmented;thus,marketers are shifting away from mass marketing.

A company's marketing communications mix is also called its promotion mix.

Successful advertising messages are more likely to ________.

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

When non-profit organisations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.

The percentage-of-sales method of setting an advertising budget wrongly treats sales as a cause of promotion rather as a result.

In large companies,advertising is typically handled by an individual in the sales department.

Which of the following is the most common form of branded entertainment?

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Advertisers should use comparative advertising appeals cautiously.Which of the following is NOT one of the dangers of comparative advertising?

The most meaningful and believable benefits may not be the best ones to feature.

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is a function of ________.

Which of the following is NOT an example of a specialised and highly-targeted media that an advertiser might use to reach smaller customer segments?

________ is the company's most expensive promotion tool.

A marketing communications director's job is to ensure that each ________ will deliver a consistent and positive message about the company.

The four principal metrics used to measure media effectiveness in current use are ,, and .

A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

Exam 11: Additional Pricing Considerations

When evaluating the efficiency of specific media vehicles,which of the following factors should be considered?

Which method of setting an advertising budget is based on analysing competitors' spending?

Developments in communications technology are speeding the movement toward segmented marketing.

Mass markets have fragmented;thus,marketers are shifting away from mass marketing.

A company's marketing communications mix is also called its promotion mix.

Successful advertising messages are more likely to ________.

If the pull strategy is effective,consumers will then demand the product from channel members,who will in turn demand it from producers.

When non-profit organisations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.

The percentage-of-sales method of setting an advertising budget wrongly treats sales as a cause of promotion rather as a result.

In large companies,advertising is typically handled by an individual in the sales department.

Which of the following is the most common form of branded entertainment?

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Advertisers should use comparative advertising appeals cautiously.Which of the following is NOT one of the dangers of comparative advertising?

The most meaningful and believable benefits may not be the best ones to feature.

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is a function of ________.

Which of the following is NOT an example of a specialised and highly-targeted media that an advertiser might use to reach smaller customer segments?

________ is the company's most expensive promotion tool.

A marketing communications director's job is to ensure that each ________ will deliver a consistent and positive message about the company.

The four principal metrics used to measure media effectiveness in current use are ________,________,________ and ________.

A company's total marketing communications mix consists of a special blend of advertising,sales promotion,public relations,personal selling and direct-marketing tools that the company uses to communicate customer value and build customer relationships.This is also called ________.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

The four principal metrics used to measure media effectiveness in current use are ,, and .