Deck 10: Communications and Advertising Strategy

Question 1

Identify the objective of trade promotions.

A)get channels to carry the product and promote it
B)get customers to purchase the product through the channels of distribution
C)get customers to promote the product to their friends and relatives
D)obtain feedback about the product from the end users

Answer 1

A

Question 2

Which of the following is true about direct marketing?

A)It is difficult to evaluate the effectiveness of direct marketing.
B)Direct marketing is not the best way of communication when targeting a specific audience.
C)Direct marketing anticipates a long-term response.
D)Many customers are put off by direct marketing efforts.

Answer 2

D

Question 3

Companies often receive feedback from user groups who form their own electronic clubs who can form a collective opinion and quickly supply information about new or developing products.These electronic clubs are known as:

A)kostenlos.
B)listservs.
C)gratis.
D)umsonst.

Answer 3

B

Question 4

Promotions targeting channels of distribution in an effort to get the channels to carry and promote the product are known as:

A)trade promotions.
B)integrated marketing communication.
C)consumer-oriented promotions.
D)catalogue marketing.

Question 5

If we plot the traditional trade-off between richness and reach with reach plotted on the X-axis and richness on the Y-axis,identify the channel of communication that would be at the upper left of the line.

A)radio
B)personal selling
C)TV
D)magazine

Question 6

Which of the following is not a way to implement direct marketing?

A)telemarketing
B)direct sales
C)direct-mail marketing
D)sales promotion

Question 7

Which of the following statements is true regarding integrated marketing communications (IMC)?

A)According to IMC,price should not be considered as a communication tool.
B)It uses different elements of the marketing mix to reach different targeting audience.
C)It uses different elements of the marketing mix during different stages of the product life cycle.
D)It coordinates different elements of the marketing mix to prevent customer confusion from conflicting messages.

Question 8

Identify the element of communication process that can be the creative part of an advertisement or Web site.

A)response
B)encoding
C)decoding
D)feedback

Question 9

Which of the following statements is true regarding advertising?

A)Advertising has limited reach.
B)Advertising has high cost per customer.
C)Advertising is usually used to build sales in the long term.
D)Effectiveness of advertising can be evaluated easily.

Question 10

Mass media,which includes television,newspapers,radio,direct mail,billboards,magazines,and the Internet are often referred to as ________ channels of communication.

A)personal
B)nonpersonal
C)permanent
D)temporary

Question 11

Communication activities that provide extra incentives to customers or the sales force to achieve a short-term objective are called:

A)sales promotion.
B)advertising.
C)integrated marketing communication.
D)public relations.

Question 12

Which of the following statements is true about mass media?

A)Personal channels of communication are often called mass media.
B)Television advertising is an example of mass media.
C)Sales force is a communication channel included in mass media.
D)B-to-B companies spend a higher percentage on mass media than consumer-product companies.

Question 13

________ has traditionally been defined as any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.

A)Sales promotion
B)Advertising
C)Personal selling
D)Public relations

Question 14

Identify the approach that uses friends and neighbors as the sales force.

A)direct sales
B)telemarketing
C)direct-mail marketing
D)sales promotion

Question 15

Which of the following best describes any communication form that sends messages directly to a target market with the anticipation of an immediate or short-term response?

A)direct marketing
B)radio advertising
C)newspaper advertising
D)public relations

Question 16

Which of the following is an example of a personal channel of communication?

A)newspapers
B)Internet
C)direct mail
D)sales force

Question 17

Which of the following is one of the factors related to richness of communication?

A)the number of people reached
B)the cost of communication
C)possibility of customization
D)the time required for communication

Question 18

A person watching a television commercial at home is distracted by a crying baby.In the communication process,the crying baby can be cited as an example of:

A)a noise.
B)a response.
C)decoding.
D)a feedback.

Question 19

Which of the following best describes a communication activity that includes elements such as coupons,point-of-purchase savings,sweepstakes,rebates,and free samples?

A)trade promotion
B)advertising
C)consumer-oriented promotions
D)direct-mail marketing

Question 20

________ involves sending letters or catalogues to reach potential customers.

A)Direct mail marketing
B)Advertising
C)Personal selling
D)Telemarketing

Question 21

Visiting a retailer to see a product demonstration is an example of which of the following levels of response?

A)cognitive stage
B)affective stage
C)behavior
D)evaluation stage

Question 22

Communications for which the sponsoring organization does not pay are known as:

A)trade promotions.
B)advertising.
C)consumer-oriented promotions.
D)public relations.

Question 23

Which of the following represents a level of response at which the customer has gone beyond mere knowledge of the product and has begun to develop attitudes,preferences,and perhaps interest?

A)cognitive stage
B)affective stage
C)behavior
D)evaluation stage

Question 24

Which of the following is the advantage of public relations?

A)the message originates from an unbiased source
B)the sponsoring company has full control of the message promoted
C)the message is almost always positive
D)the message is very unlikely to damage a company's reputation

Question 25

Which of the following statements is true about advertisements that are created using emotional appeals?

A)Emotional appeals are rarely used for television advertisements.
B)It is difficult to use emotional appeals for those products which do not have any tangible differential advantage.
C)Advertisements created using emotional appeals focus on imagery and symbols.
D)Advertisements created using emotional appeals have poor recall.

Question 26

With reference to the three basic stages of the advertising response process,what type of objective should be used if marketing research determines that awareness is high but few potential customers perceive the product favorably?

A)cognitive objectives
B)affective objectives
C)behavioral objectives
D)post-purchase objectives

Question 27

Which of the following types of appeals focuses on the functional or practical aspects of the product and emphasize facts,learning,and persuasion?

A)social appeals
B)behavioral appeals
C)informational appeals
D)emotional appeals

Question 28

Which of the following characterizes the maturity stage of the product life cycle?

A)competition is intense and the products are fairly similar in terms of their characteristics
B)new competitors rapidly enter the market and product growth increases
C)potential consumers are unaware of the features and benefits of the product
D)competition begins to exit the category rapidly to find other sources of investments

Question 29

The stage where customers are becoming aware of the product and developing knowledge of the product's attributes and benefits is known as:

A)cognitive stage.
B)affective stage.
C)behavioral stage.
D)evaluation stage.

Question 30

Identify the advertisements in which some kind of announcement about the product dominates the copy.

A)feature/benefit appeals
B)competitive advantage appeals
C)favorable price appeals
D)news appeals

Question 31

Which of the following types of appeals is used to develop an image-oriented advertisement which is used for product categories where it is difficult to establish tangible differential advantages?

A)feature/benefit appeals
B)competitive advantage appeals
C)news appeals
D)emotional appeals

Question 32

Which of the following involves face-to-face communications between seller and buyer ?

A)advertising
B)catalogue marketing
C)personal selling
D)telemarketing

Question 33

Which of the following statements is true about personal selling?

A)Personal selling generally involves telephonic conversation.
B)Very limited amount of information can be communicated during personal selling.
C)Personal selling is expensive.
D)Companies marketing business-to-business products rarely use personal selling.

Question 34

Which of the following statements is true regarding sales promotion?

A)It lacks focus on price.
B)It is less effective than advertising in generating a measurable short-term sales response.
C)Customers are induced to become brand-loyal.
D)Customers are induced to become price-sensitive.

Question 35

Which of the following is the first stage of the advertising decision-making process?

A)setting advertising goals
B)selecting the target audience
C)developing the message strategy
D)selecting media

Question 36

For companies marketing business-to-business products and services,the largest part of the marketing budget is usually allocated to:

A)television advertising.
B)catalogue marketing.
C)personal selling.
D)telemarketing.

Question 37

Which of the following types of informational appeals focuses on the dominant attributes or characteristics of the product or service,or the benefits provided?

A)feature/benefit appeals
B)competitive advantage appeals
C)favorable price appeals
D)news appeals

Question 38

With reference to the three basic stages of the advertising response process,inducing trial for a product is an example of which of the following?

A)cognitive objectives
B)affective objectives
C)behavioral objectives
D)post-purchase objectives

Question 39

________ appeals make either a direct or indirect claim of superiority against a targeted or general class of competitors.

A)Feature/benefit
B)Competitive advantage
C)News
D)Product or service popularity

Question 40

Which of the following is the final stage of the advertising decision-making process?

A)setting advertising goals
B)selecting the target audience
C)selecting media
D)measuring advertising effects

Question 41

The "flighting" pattern of advertising can be best described by:

A)a continuous pattern of advertising evenly distributed over the period.
B)a basic level of advertising combined with regularly scheduled bursts of advertising.
C)a burst of advertising alternated with a period of no advertising.
D)a basic level of advertising at irregular intervals.

Question 42

Gross rating point (GRP)is a popular counting measure for:

A)television.
B)outdoor advertising.
C)the Web.
D)print ad.

Question 43

Respondents are shown both control and test ads.After viewing the ads,they are asked what information they recall from the ads and which they liked best.The ads with the highest recall and liking are considered to be the most effective.Identify the laboratory test conducted.

A)consumer jury
B)portfolio test
C)readability test
D)theater test

Question 44

Which of the following tests is a laboratory test used for print ads?

A)inquiry test
B)recognition test
C)portfolio test
D)readability test

Question 45

If a commercial is shown four times on a show reaching 20 percent of the target audience,calculate the GRP (gross rating point).

A)80 GRP
B)5 GRP
C)40 GRP
D)24 GRP

Question 46

Which of the following tests is a real-world measure?

A)readability test
B)theatre test
C)inquiry test
D)consumer jury

Question 47

Which of the following tests is most likely to be used for pretesting television commercials?

A)readability test
B)theater test
C)inquiry test
D)recognition test

Question 48

In these ads,the copy touts how popular the product is among the target audience.Identify the informational appeal being used.

A)feature/benefit popularity appeal
B)competitive advantage appeal
C)news appeal
D)product or service popularity appeal

Question 49

In this testing procedure,the researcher attempts to simulate a shopping environment by setting up a supermarket-like shopping shelf with real brands.Identify this testing procedure.

A)consumer jury
B)portfolio test
C)laboratory stores
D)theater test

Question 50

Identify the two subcategories of contextual fit.

A)demographic fit and program and ad context
B)geodemographic fit and program and ad context
C)media fit and program and ad context
D)media fit and operations context

Question 51

Which of the following is true regarding print ads?

A)TV is much better than print ads for complicated messages.
B)Newspapers are better than magazines for color reproduction.
C)Print has archival value.
D)TV is better than print for targeting specific audiences.

Question 52

________ is the most common form of testing for advertising concepts.

A)Consumer jury
B)Portfolio test
C)Readability test
D)Theater test

Question 53

Eye tracking is an example of:

A)physiological methods.
B)portfolio test.
C)readability test.
D)theater test.

Question 54

Which of the following tests is the most widely used method for posttesting print ads?

A)consumer jury
B)recognition test
C)theatre test
D)recall test

Question 55

Cost-per-thousand (CPM)is a measure of:

A)the efficiency of a media type.
B)profit margin from advertising revenues.
C)losses from advertising expense.
D)gains from advertising exposure.

Question 56

Which of the following types of laboratory tests is implemented by counting the number of syllables per 100 words,the length of sentences,and other structural aspects of the copy?

A)consumer jury
B)portfolio test
C)theater test
D)readability test

Question 57

Which of the following is an example of a "new" media?

A)television
B)cable TV
C)radio
D)the Web

Question 58

Which of the following statements is true regarding radio?

A)Radio is a costly medium.
B)Radio can reach audiences quickly.
C)Radio cannot be used for targeting specific audiences.
D)Radio is considered as a new media.

Question 59

Identify the appeals that are intended to tap an underlying psychological benefit of the purchase decision?

A)feature/benefit appeals
B)competitive advantage appeals
C)favorable price appeals
D)emotional appeals

Question 60

Which of the following is true regarding television advertising?

A)It is good for factual (informational)copy.
B)It is the best medium for action and image advertising.
C)It is easy to narrowly target an audience with the help of television advertising.
D)TV advertising is time consuming and reaches limited number of people.

Question 61

The two major participants in a marketing communication process are the customers and the competitors.

Question 62

Personal channel of communication includes direct contact,such as a sales force or salespeople in a retail channel.

Question 63

Which of the following statements is true regarding the percentage of sales approach to budgeting?

A)It views advertisement as an investment measures its return by calculating percentage increase in sales for a particular period.
B)It attempts to spend at levels proportional to the competition's spending.
C)Approach is based on the belief that advertising causes sale.
D)It selects a percentage of sales,either past or expected to devote to advertising.

Question 64

Direct mail is an example of a personal channel of communication.

Question 65

Telemarketing and direct sales approach are part of sales promotion.

Question 66

Which of the following approaches to budgeting involves trying different levels of spending-either in different regions or in more controlled settings-and monitoring the results?

A)affordability
B)experimentation
C)decision calculus
D)competitive parity

Question 67

Price is a communication tool.

Question 68

The "pulsing" pattern of advertising is characterized by:

A)a continuous pattern of advertising evenly distributed over the period.
B)a basic level of advertising combined with regularly scheduled bursts of advertising.
C)a burst of advertising alternated with a period of no advertising.
D)a basic level of advertising at irregular intervals.

Question 69

B-to-B companies spend a higher percentage of their communications money on mass media like TV advertising and much less on print advertising than consumer-products companies.

Question 70

Internet is an example of a nonpersonal channel of communication.

Question 71

Sales promotion involves communication activities that provide extra incentives to customers or the sales force to achieve a short-term objective.

Question 72

In Integrated Marketing Communications,marketing messages are coordinated to reinforce what each is saying and to prevent customer confusion from conflicting messages.

Question 73

Advertising has traditionally been defined as any paid or unpaid form of personal communication about an organization,product,service,or idea by an identified sponsor.

Question 74

Flighting or pulsing can lead to:

A)higher temporary peak in recall.
B)higher total recall.
C)lower temporary recall.
D)lower total recall.

Question 75

The effectiveness of a direct-mail campaign is easy to evaluate because the response comes quickly after the date of the promotion,or not at all.

Question 76

Advertisements offer a fair amount of control over what you can say to potential customers.

Question 77

A large portion of marketing communication is focused on personal channels of communication.

Question 78

Which of the following approaches to budgeting attempts to spend at levels proportional to the competition's spending?

A)affordability
B)experimentation
C)decision calculus
D)competitive parity

Question 79

Which of the following approaches to budgeting involves using computerized decision support systems (DSSs)such as ADBUDG to structure budget decisions systematically?

A)affordability
B)experimentation
C)decision calculus
D)competitive parity

Question 80

Which of the following approaches to budgeting is the ultimate in "advertising as a cost of doing business" thinking and is similar in spirit to the percentage-of-sales method?

A)affordability
B)experimentation
C)decision calculus
D)competitive parity