Question 1

Crest toothpaste has used a style of advertising to convince buyers that Crest is better than other brands at fighting cavities.

Accepted Answer

A)  fantasy 
B)  scientific evidence 
C)  testimonial evidence 
D)  mood or image 
E)  technical expertise

Question 2

Which of the following media is most suitable for advertising a product that needs to be demonstrated?

Accepted Answer

A)  billboard 
B)  newspaper 
C)  television 
D)  magazine 
E)  radio

Question 3

The affordable method tends to place promotion last among spending priorities, even in situations in which advertising is critical to the firm's success.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is an example of branded entertainment?

Accepted Answer

A)  a company using an acclaimed movie director to film an advertisement 
B)  a company using a celebrity to endorse a product 
C)  a company placing its product in a movie scene 
D)  a company using a famous song in its advertisement 
E)  a company airing its advertisements in movie theaters

Question 5

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, website, and business cards. Which technique is being used by Lush Lawns to promote its business?

Accepted Answer

A)  integrated marketing communications 
B)  logistics information management 
C)  inventory control segmentation 
D)  global marketing management 
E)  niche market penetration

Question 6

Which of the following is true of direct and digital marketing?

Accepted Answer

A)  It is suited for highly targeted marketing efforts and for building one-to-one customer relationships. 
B)  It does not involve any interaction between the company and its customers. 
C)  It is an impersonal promotion tool that hinders two-way communication. 
D)  Its marketing message is fixed and does not change according to the customer's requirements. 
E)  It is presented as company news rather than as a sales-directed communication.

Question 7

is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Accepted Answer

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

Question 8

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

Accepted Answer

A)  the publish-subscribe method 
B)  a pull strategy 
C)  vertical integration 
D)  direct marketing 
E)  a push strategy

Question 9

Marketers need to know how customers connect with an ad and brand idea as a part of the broader brand relationship. This can be achieved by measuring levels.

Accepted Answer

A)  media engagement 
B)  listenership 
C)  frequency 
D)  readership 
E)  reach

Question 10

Usually, when using public relations, a company pays for the space or time in the media.

Accepted Answer