Question 1

Which campaign executional style depicts the way a consumer group lives?

Accepted Answer

A)  testimonial 
B)  lifestyle 
C)  demonstration 
D)  slice of life 
A)  testimonial 
B)  lifestyle 
C)  demonstration 
D)  slice of life B

Question 2

Which one of the below is not an example of social media marketing?

Accepted Answer

A)  video content 
B)  blogs 
C)  shared photos 
D)  online video ads 
A)  video content 
B)  blogs 
C)  shared photos 
D)  online video ads D

Question 3

A disadvantage of the MARCOM mix advertising element is ______.

Accepted Answer

A)  negative perception of some modes 
B)  cost per contact can be high 
C)  lack of control over outcome 
D)  difficulty cutting through clutter 
A)  negative perception of some modes 
B)  cost per contact can be high 
C)  lack of control over outcome 
D)  difficulty cutting through clutter D

Question 4

Organizations rely upon strategically developed marketing mixes to ensure a strong ______.

Accepted Answer

A)  mission statement for customers 
B)  value proposition for customers 
C)  distribution channel for customers 
D)  marketing plan for customers 
A)  mission statement for customers 
B)  value proposition for customers 
C)  distribution channel for customers 
D)  marketing plan for customers

Question 5

A client brief includes ______.

Accepted Answer

A)  brand positioning 
B)  media planning 
C)  research 
D)  public relations 
A)  brand positioning 
B)  media planning 
C)  research 
D)  public relations

Question 6

All of the following are hierarchy of effects stages EXCEPT ______.

Accepted Answer

A)  conative 
B)  innovative 
C)  cognitive 
D)  affective 
A)  conative 
B)  innovative 
C)  cognitive 
D)  affective

Question 7

Which one of the following is not a stage of an effective communications campaign?

Accepted Answer

A)  campaign planning 
B)  execution 
C)  campaign media concepting 
D)  campaign design 
A)  campaign planning 
B)  execution 
C)  campaign media concepting 
D)  campaign design

Question 8

Which element in the promotional mix may be expressed using any of the media types in the PESO model?

Accepted Answer

A)  personal selling 
B)  direct marketing 
C)  sales promotion 
D)  advertising 
A)  personal selling 
B)  direct marketing 
C)  sales promotion 
D)  advertising

Question 9

Which one of the following is not a type or topic of branded content?

Accepted Answer

A)  nonfiction 
B)  instructions 
C)  opinions 
D)  poetry 
A)  nonfiction 
B)  instructions 
C)  opinions 
D)  poetry

Question 10

A viewable display impression is defined as an ad that loads ______.

Accepted Answer

A)  at 60% or more and remains present for at least three seconds 
B)  at 50% or more and remains present for at least one second 
C)  at 70% or more and remains present for at least one second 
D)  at 100% and remains present for at least three seconds 
A)  at 60% or more and remains present for at least three seconds 
B)  at 50% or more and remains present for at least one second 
C)  at 70% or more and remains present for at least one second 
D)  at 100% and remains present for at least three seconds

Question 11

The two primary players in the communications process are ______.

Accepted Answer

A)  encoding and decoding 
B)  channels and mediums 
C)  responses and feedback 
D)  senders and receivers 
A)  encoding and decoding 
B)  channels and mediums 
C)  responses and feedback 
D)  senders and receivers

Question 12

Media content can be expressed using the acronym PESO. What does the S stand for?

Accepted Answer

A)  sensor media 
B)  supply media 
C)  shared media 
D)  social media 
A)  sensor media 
B)  supply media 
C)  shared media 
D)  social media

Question 13

Most digital advertising is purchased and delivered using ______.

Accepted Answer

A)  an ad network 
B)  programmatic advertising 
C)  advertising publishers 
D)  content marketing 
A)  an ad network 
B)  programmatic advertising 
C)  advertising publishers 
D)  content marketing

Question 14

Which of the following is a television media channel advantage?

Accepted Answer

A)  visual impact 
B)  measurability 
C)  high reach possible 
D)  variety of ad formats possible 
A)  visual impact 
B)  measurability 
C)  high reach possible 
D)  variety of ad formats possible

Question 15

Which of the following is not a characteristic of a politely interrupted marketing communication?

Accepted Answer

A)  They persist for an amount of time controlled by the receiver. 
B)  They enable receiver engagement. 
C)  They are interruptive. 
D)  They turn on a prospect to a brand idea. 
A)  They persist for an amount of time controlled by the receiver. 
B)  They enable receiver engagement. 
C)  They are interruptive. 
D)  They turn on a prospect to a brand idea.

Which campaign executional style depicts the way a consumer group lives?

Which one of the below is not an example of social media marketing?

A disadvantage of the MARCOM mix advertising element is ______.

Organizations rely upon strategically developed marketing mixes to ensure a strong ______.

A client brief includes ______.

All of the following are hierarchy of effects stages EXCEPT ______.

Which one of the following is not a stage of an effective communications campaign?

Which element in the promotional mix may be expressed using any of the media types in the PESO model?

Which one of the following is not a type or topic of branded content?

A viewable display impression is defined as an ad that loads ______.

The two primary players in the communications process are ______.

Media content can be expressed using the acronym PESO. What does the S stand for?

Most digital advertising is purchased and delivered using ______.

Which of the following is a television media channel advantage?

Which of the following is not a characteristic of a politely interrupted marketing communication?

Understanding Marketing

Understanding Buyers

Segmentation, Targeting, and Positioning

Marketing Research and Analysis

Marketing Strategy

Creating Value: Products and Services

Offering Value: Price

Distributing Value: Place

Extending Value: People, Process, and Presence in the Customer Experience

Maintaining Value Through Branding and Brand Management

Managing Value: Analytics and Marketing Value Management Systems

Filters

Exam 9: Communicating Value: Promotion

Which campaign executional style depicts the way a consumer group lives?

Which one of the below is not an example of social media marketing?

A disadvantage of the MARCOM mix advertising element is ______.

Organizations rely upon strategically developed marketing mixes to ensure a strong ______.

A client brief includes ______.

All of the following are hierarchy of effects stages EXCEPT ______.

Which one of the following is not a stage of an effective communications campaign?

Which element in the promotional mix may be expressed using any of the media types in the PESO model?

Which one of the following is not a type or topic of branded content?

A viewable display impression is defined as an ad that loads ______.

The two primary players in the communications process are ______.

Media content can be expressed using the acronym PESO. What does the S stand for?

Most digital advertising is purchased and delivered using ______.

Which of the following is a television media channel advantage?

Which of the following is not a characteristic of a politely interrupted marketing communication?

Understanding Marketing

Understanding Buyers

Segmentation, Targeting, and Positioning

Marketing Research and Analysis

Marketing Strategy

Creating Value: Products and Services

Offering Value: Price

Distributing Value: Place

Extending Value: People, Process, and Presence in the Customer Experience

Maintaining Value Through Branding and Brand Management

Managing Value: Analytics and Marketing Value Management Systems

Filters