Question 1

You receive a report that says 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________.

Accepted Answer

A) reach 
B) frequency 
C) impact 
D) engagement 
E) qualitative value 
A) reach 
B) frequency 
C) impact 
D) engagement 
E) qualitative value

Question 2

Slice of life,lifestyle and personality symbol are all execution styles used in public relations.

Accepted Answer

A) True 
 B)False

Question 3

A marketing manager for a manufacturer of children's toys is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for the firm to use?

Accepted Answer

A) direct marketing 
B) sales promotions 
C) public relations 
D) brand contacts 
E) personal selling 
A) direct marketing 
B) sales promotions 
C) public relations 
D) brand contacts 
E) personal selling

Question 4

The Melbourne Technical College wishes to contact Year 12 students at public schools in the state of Victoria.Which of the following media would be most effective and efficient?

Accepted Answer

A) a 30-second commercial on local cable channels throughout the state 
B) local newspapers ads throughout the state 
C) radio ads throughout the state 
D) a direct mail piece sent to the schools 
E) billboards throughout the state 
A) a 30-second commercial on local cable channels throughout the state 
B) local newspapers ads throughout the state 
C) radio ads throughout the state 
D) a direct mail piece sent to the schools 
E) billboards throughout the state

Question 5

The owner of an independent gift store is developing an advertising budget,and has totalled his company's revenues and deducted operating expenses and capital outlays.He intends to use a percentage of the remaining funds for advertising.Which budget setting method is he using?

Accepted Answer

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

Question 6

A product in the maturity stage will often require ________ advertising.

Accepted Answer

A) informative 
B) comparative 
C) persuasive 
D) reminder 
E) cooperative 
A) informative 
B) comparative 
C) persuasive 
D) reminder 
E) cooperative

Question 7

More companies are adopting the concept of ________,which carefully coordinates the company's many communication channels to deliver a clear,consistent and compelling message about the organisation and its brands.

Accepted Answer

A) integrated marketing communications 
B) integrated personal selling 
C) integrated competitive methods 
D) non-personal communication channels 
E) buzz marketing 
A) integrated marketing communications 
B) integrated personal selling 
C) integrated competitive methods 
D) non-personal communication channels 
E) buzz marketing

Question 8

Which of the following is NOT one of the major steps in selecting advertising media?

Accepted Answer

A) deciding on reach,frequency and impact 
B) choosing among major media types 
C) selecting specific media vehicles 
D) deciding on format elements 
E) deciding on timing 
A) deciding on reach,frequency and impact 
B) choosing among major media types 
C) selecting specific media vehicles 
D) deciding on format elements 
E) deciding on timing

Question 9

An advertiser needs to know the reach,frequency and impact needed to achieve an advertising objective.

Accepted Answer

A) True 
 B)False

Question 10

Technical expertise,scientific evidence and testimonial evidence are all examples of execution styles that creative teams use in advertising messages.

Accepted Answer

A) True 
 B)False

Question 11

Scheduling ads unevenly,or ________,builds awareness that is intended to be carried over to the next advertising period.

Accepted Answer

A) continuity 
B) pulsing 
C) hard hitting 
D) sequencing 
E) segmenting 
A) continuity 
B) pulsing 
C) hard hitting 
D) sequencing 
E) segmenting

Question 12

The promotion mix is the company's primary communication activity;the marketing mix must be coordinated for the greatest communication impact.What is NOT included in the entire marketing mix?

Accepted Answer

A) product 
B) competition 
C) price 
D) place 
E) promotion 
A) product 
B) competition 
C) price 
D) place 
E) promotion

Question 13

Continuity means scheduling ads evenly within a given period

Accepted Answer

A) True 
 B)False

Question 14

Integrated marketing communications require a company's mass-market advertisements,website,email and personal selling communications to all have ________.

Accepted Answer

A) equal portions of the advertising budget 
B) independent communications directors 
C) separate marketing objectives 
D) the same target audience 
E) the same message,look and feel 
A) equal portions of the advertising budget 
B) independent communications directors 
C) separate marketing objectives 
D) the same target audience 
E) the same message,look and feel

Question 15

L'Oreal Australia is the major sponsor of Australian Fashion Week.L'Oreal also sponsors a marquee at the Melbourne Cup where women race-goers can indulge in complementary repairs to their hair and make-up on race day.These activities are examples of ________.

Accepted Answer

A) public relations 
B) product publicity 
C) sales promotion 
D) lobbying 
E) advertising 
A) public relations 
B) product publicity 
C) sales promotion 
D) lobbying 
E) advertising

Question 16

One of the tools a public relations department may use is ________,whereby they deal with legislators and government officials to promote or defeat legislation and regulation.

Accepted Answer

The answer of One of the tools a public relations...

Question 17

What is the first element that a reader typically notices in a print ad?

Accepted Answer

A) copy 
B) illustration 
C) headline 
D) logo 
E) colour 
A) copy 
B) illustration 
C) headline 
D) logo 
E) colour

Question 18

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

Accepted Answer

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

Question 19

Direct mail,catalogues,online marketing and telephone marketing are all examples of ________ ________.

Accepted Answer

The answer of Direct mail,catalogues,online marketing and telephone marketing are...

Question 20

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Apple Macs.When companies use people,actors or sports celebrities as product endorsers,what kind of execution style is being used?

Accepted Answer

A) musical 
B) testimonial evidence 
C) scientific evidence 
D) lifestyle 
E) fantasy 
A) musical 
B) testimonial evidence 
C) scientific evidence 
D) lifestyle 
E) fantasy

You receive a report that says 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________.

Slice of life,lifestyle and personality symbol are all execution styles used in public relations.

A marketing manager for a manufacturer of children's toys is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for the firm to use?

The Melbourne Technical College wishes to contact Year 12 students at public schools in the state of Victoria.Which of the following media would be most effective and efficient?

The owner of an independent gift store is developing an advertising budget,and has totalled his company's revenues and deducted operating expenses and capital outlays.He intends to use a percentage of the remaining funds for advertising.Which budget setting method is he using?

A product in the maturity stage will often require ________ advertising.

More companies are adopting the concept of ________,which carefully coordinates the company's many communication channels to deliver a clear,consistent and compelling message about the organisation and its brands.

Which of the following is NOT one of the major steps in selecting advertising media?

An advertiser needs to know the reach,frequency and impact needed to achieve an advertising objective.

Technical expertise,scientific evidence and testimonial evidence are all examples of execution styles that creative teams use in advertising messages.

Scheduling ads unevenly,or ________,builds awareness that is intended to be carried over to the next advertising period.

The promotion mix is the company's primary communication activity;the marketing mix must be coordinated for the greatest communication impact.What is NOT included in the entire marketing mix?

Continuity means scheduling ads evenly within a given period

Integrated marketing communications require a company's mass-market advertisements,website,email and personal selling communications to all have ________.

L'Oreal Australia is the major sponsor of Australian Fashion Week.L'Oreal also sponsors a marquee at the Melbourne Cup where women race-goers can indulge in complementary repairs to their hair and make-up on race day.These activities are examples of ________.

One of the tools a public relations department may use is ________,whereby they deal with legislators and government officials to promote or defeat legislation and regulation.

What is the first element that a reader typically notices in a print ad?

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

Direct mail,catalogues,online marketing and telephone marketing are all examples of .

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Apple Macs.When companies use people,actors or sports celebrities as product endorsers,what kind of execution style is being used?

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

You receive a report that says 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________.

Slice of life,lifestyle and personality symbol are all execution styles used in public relations.

A marketing manager for a manufacturer of children's toys is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for the firm to use?

The Melbourne Technical College wishes to contact Year 12 students at public schools in the state of Victoria.Which of the following media would be most effective and efficient?

The owner of an independent gift store is developing an advertising budget,and has totalled his company's revenues and deducted operating expenses and capital outlays.He intends to use a percentage of the remaining funds for advertising.Which budget setting method is he using?

A product in the maturity stage will often require ________ advertising.

More companies are adopting the concept of ________,which carefully coordinates the company's many communication channels to deliver a clear,consistent and compelling message about the organisation and its brands.

Which of the following is NOT one of the major steps in selecting advertising media?

An advertiser needs to know the reach,frequency and impact needed to achieve an advertising objective.

Technical expertise,scientific evidence and testimonial evidence are all examples of execution styles that creative teams use in advertising messages.

Scheduling ads unevenly,or ________,builds awareness that is intended to be carried over to the next advertising period.

The promotion mix is the company's primary communication activity;the marketing mix must be coordinated for the greatest communication impact.What is NOT included in the entire marketing mix?

Continuity means scheduling ads evenly within a given period

Integrated marketing communications require a company's mass-market advertisements,website,email and personal selling communications to all have ________.

L'Oreal Australia is the major sponsor of Australian Fashion Week.L'Oreal also sponsors a marquee at the Melbourne Cup where women race-goers can indulge in complementary repairs to their hair and make-up on race day.These activities are examples of ________.

One of the tools a public relations department may use is ________,whereby they deal with legislators and government officials to promote or defeat legislation and regulation.

What is the first element that a reader typically notices in a print ad?

Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.

Direct mail,catalogues,online marketing and telephone marketing are all examples of ________ ________.

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Apple Macs.When companies use people,actors or sports celebrities as product endorsers,what kind of execution style is being used?

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

Direct mail,catalogues,online marketing and telephone marketing are all examples of .