Question 1

'Buy it now' is the message of ________.

Accepted Answer

A) personal selling 
B) advertising 
C) a non-personal communication channel 
D) sales promotion 
E) publicity 
A) personal selling 
B) advertising 
C) a non-personal communication channel 
D) sales promotion 
E) publicity

Question 2

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.

Accepted Answer

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

Question 3

Advertising is moving away from ________ and towards ________.

Accepted Answer

interrupti

Question 4

Marketing communications that take advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities is known as ________ marketing

Accepted Answer

A) virtual 
B) direct 
C) public 
D) relationship 
E) buzz 
A) virtual 
B) direct 
C) public 
D) relationship 
E) buzz

Question 5

The Game of Thrones and One News are both examples of ________,that is,specific media within a general media type (in this case,TV).

Accepted Answer

A) alternative media 
B) major media 
C) media vehicles 
D) media multitaskers 
E) micromedia 
A) alternative media 
B) major media 
C) media vehicles 
D) media multitaskers 
E) micromedia

Question 6

A public relations specialist for a regional chain of pharmacies regularly contacts members of the local and state-wide media with information about community events and charity fundraisers being sponsored by her company.This is an example of the ________ function of public relations.

Accepted Answer

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

Question 7

Which of the following is NOT a major category in the promotion mix?

Accepted Answer

A) advertising 
B) sales promotion 
C) public relations 
D) market positioning 
E) direct marketing 
A) advertising 
B) sales promotion 
C) public relations 
D) market positioning 
E) direct marketing

Question 8

LG has an arrangement with selected TV networks that allows for its advertisements for air conditioners to be aired only when the temperature exceeds 36° C.This is an example of continuity in advertising.

Accepted Answer

A) True 
 B)False

Question 9

An advertisement that uses a popular celebrity to endorse a product or brand is an example of a(n)________.

Accepted Answer

A) endorsement,or testimonial evidence 
B) personality symbol 
C) spokesperson 
D) lifestyle 
E) slice of life 
A) endorsement,or testimonial evidence 
B) personality symbol 
C) spokesperson 
D) lifestyle 
E) slice of life

Question 10

Product placement in television programs and movies is an example of ________.

Accepted Answer

A) branded entertainment 
B) advertainment 
C) lifestyle execution 
D) mood execution 
E) consumer generated content 
A) branded entertainment 
B) advertainment 
C) lifestyle execution 
D) mood execution 
E) consumer generated content

Question 11

When considering a print advertisement,the first thing the consumer typically notices is the ________,followed by ________ and finally the ________.

Accepted Answer

illustrati

Question 12

Buzz marketing takes advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities.

Accepted Answer

A) True 
 B)False

Question 13

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

Accepted Answer

A) public relations 
B) direct marketing 
C) the internet and other technologies 
D) mass market media 
E) informative advertising 
A) public relations 
B) direct marketing 
C) the internet and other technologies 
D) mass market media 
E) informative advertising

Question 14

________ is used heavily when introducing a new product category.The objective is to build primary demand.

Accepted Answer

A) Persuasive advertising 
B) Informative advertising 
C) Comparative advertising 
D) Patronage advertising 
E) Institutional advertising 
A) Persuasive advertising 
B) Informative advertising 
C) Comparative advertising 
D) Patronage advertising 
E) Institutional advertising

Question 15

Which of the following is NOT a benefit of standardised global advertising?

Accepted Answer

A) lower advertising costs 
B) greater global advertising coordination 
C) higher appeal to varying demographics 
D) consistent worldwide image 
E) coordinated message between mass media outlets and online advertising 
A) lower advertising costs 
B) greater global advertising coordination 
C) higher appeal to varying demographics 
D) consistent worldwide image 
E) coordinated message between mass media outlets and online advertising

Question 16

Participants of the reality show Big Brother had hot pizzas delivered to their home.Pizza Hut,responsible for delivering the pizzas,participated in buzz marketing.

Accepted Answer

A) True 
 B)False

Question 17

A promotion strategy where the producer promotes the product to wholesalers,the wholesalers promote to retailers and the retailers promote to consumers is known as a ________ strategy.

Accepted Answer

The answer of A promotion strategy where the producer promotes...

Question 18

News features,speeches and special events are tools of particular value to ________.

Accepted Answer

A) advertising agencies 
B) advertising specialists 
C) public relations professionals 
D) media buyers 
E) media planners 
A) advertising agencies 
B) advertising specialists 
C) public relations professionals 
D) media buyers 
E) media planners

Question 19

Advertising ________ can be classified by primary purpose-whether the aim is to inform,persuade or remind.

Accepted Answer

A) objectives 
B) budgets 
C) evaluations 
D) campaigns 
E) logos 
A) objectives 
B) budgets 
C) evaluations 
D) campaigns 
E) logos

Question 20

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardisation for global brands.

Accepted Answer

A) True 
 B)False

'Buy it now' is the message of ________.

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.

Advertising is moving away from and towards .

Marketing communications that take advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities is known as ________ marketing

The Game of Thrones and One News are both examples of ________,that is,specific media within a general media type (in this case,TV).

A public relations specialist for a regional chain of pharmacies regularly contacts members of the local and state-wide media with information about community events and charity fundraisers being sponsored by her company.This is an example of the ________ function of public relations.

Which of the following is NOT a major category in the promotion mix?

LG has an arrangement with selected TV networks that allows for its advertisements for air conditioners to be aired only when the temperature exceeds 36° C.This is an example of continuity in advertising.

An advertisement that uses a popular celebrity to endorse a product or brand is an example of a(n)________.

Product placement in television programs and movies is an example of ________.

When considering a print advertisement,the first thing the consumer typically notices is the ,followed by and finally the .

Buzz marketing takes advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities.

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

________ is used heavily when introducing a new product category.The objective is to build primary demand.

Which of the following is NOT a benefit of standardised global advertising?

Participants of the reality show Big Brother had hot pizzas delivered to their home.Pizza Hut,responsible for delivering the pizzas,participated in buzz marketing.

A promotion strategy where the producer promotes the product to wholesalers,the wholesalers promote to retailers and the retailers promote to consumers is known as a ________ strategy.

News features,speeches and special events are tools of particular value to ________.

Advertising ________ can be classified by primary purpose-whether the aim is to inform,persuade or remind.

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardisation for global brands.

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

'Buy it now' is the message of ________.

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.

Advertising is moving away from ________ and towards ________.

Marketing communications that take advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities is known as ________ marketing

The Game of Thrones and One News are both examples of ________,that is,specific media within a general media type (in this case,TV).

A public relations specialist for a regional chain of pharmacies regularly contacts members of the local and state-wide media with information about community events and charity fundraisers being sponsored by her company.This is an example of the ________ function of public relations.

Which of the following is NOT a major category in the promotion mix?

LG has an arrangement with selected TV networks that allows for its advertisements for air conditioners to be aired only when the temperature exceeds 36° C.This is an example of continuity in advertising.

An advertisement that uses a popular celebrity to endorse a product or brand is an example of a(n)________.

Product placement in television programs and movies is an example of ________.

When considering a print advertisement,the first thing the consumer typically notices is the ________,followed by ________ and finally the ________.

Buzz marketing takes advantage of social networking processes by getting consumers themselves to spread information about a product or service to others in their communities.

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

________ is used heavily when introducing a new product category.The objective is to build primary demand.

Which of the following is NOT a benefit of standardised global advertising?

Participants of the reality show Big Brother had hot pizzas delivered to their home.Pizza Hut,responsible for delivering the pizzas,participated in buzz marketing.

A promotion strategy where the producer promotes the product to wholesalers,the wholesalers promote to retailers and the retailers promote to consumers is known as a ________ strategy.

News features,speeches and special events are tools of particular value to ________.

Advertising ________ can be classified by primary purpose-whether the aim is to inform,persuade or remind.

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardisation for global brands.

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

Advertising is moving away from and towards .

When considering a print advertisement,the first thing the consumer typically notices is the ,followed by and finally the .