Question 1

"Advertising is defensive" is the basic philosophy underlying the _____ approach to determining the advertising budget.

Accepted Answer

A)  competitive parity 
B)  per-unit expenditure 
C)  all-you-can-afford 
D)  research

Question 2

The reinforcement of unfavorable ethnic or racial stereotypes through mass media is a legal concern directly associated with:

Accepted Answer

A)  advertising 
B)  public relations 
C)  sales promotion 
D)  personal selling

Question 3

Which of the following is an advantage of magazines over newspapers as an advertising medium?

Accepted Answer

A)  Long closing periods 
B)  Intense coverage of local markets 
C)  High believability of printed word 
D)  Quality of reproduction

Question 4

If the product of a firm is a new complex technology that requires a great deal of explanation, the promotional mix will likely focus heavily on _____ so that potential buyers can have their questions answered.

Accepted Answer

A)  public relations 
B)  sales promotion 
C)  advertising 
D)  personal selling

Question 5

The number of different targeted audience members exposed at least once to the advertiser's message within a predetermined time frame is known as:

Accepted Answer

A)  "average frequency." 
B)  "reach." 
C)  "width." 
D)  "depth."

Question 6

Which of the following is an ethical and legal concern associated with sales promotion?

Accepted Answer

A)  Invading privacy through excessive telemarketing 
B)  Using unauthorized mailing lists to reach consumers 
C)  Reinforcing unfavorable ethnic or racial stereotypes 
D)  Failing to disclose product limitations or safety concerns

Question 7

In terms of the marketing communication process, translating a product idea or marketing message into an effective ad is called:

Accepted Answer

A)  encoding. 
B)  allocating. 
C)  disseminating 
D)  positioning.

Question 8

Which of the following approaches of determining advertising spending is often used in conjunction with other approaches?

Accepted Answer

A)  The per-unit expenditure approach 
B)  The all-you-can-afford approach 
C)  The competitive parity approach 
D)  The percent of sales approach

Question 9

Aster Inc. has developed a new digital three-tier food steamer. Though the product comes with a self-explanatory manual, the controls and the operation of the appliance have to be explained to the customer on a one-to-one basis, in great detail. Which of the following elements of the promotional mix is Aster most likely to rely on to sell its products?

Accepted Answer

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

Question 10

Ursula, a conventional advertising manager, allocates a sizeable amount of funds toward advertising budgets. She is primarily concerned with the sales figures at the end of every quarter and calculates return on investment for her company's product portfolio. Based on these characteristics, which of the following approaches to advertising does Ursula follow?

Accepted Answer

A)  The generalist viewpoint 
B)  The specialist viewpoint 
C)  The consumer attrition perspective 
D)  The marketing management approach

Question 11

Offering a product at a discounted price for a limited period of time in an attempt to induce customers to purchase the product is an example of _____.

Accepted Answer

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

Question 12

Which of the following best describes personal selling?

Accepted Answer

A)  Personal selling is a paid form of communications about an organization, its products, or its activities that is transmitted through a mass medium. 
B)  Personal selling is a nonpaid form of communication that seeks to influence the attitudes, feelings, and opinions of stockholders, suppliers, employees, and political bodies about the organization. 
C)  Personal selling is face-to-face communication with potential buyers to inform them about and persuade them to buy an organization's product. 
D)  Personal selling is an activity that offers customers or resellers a direct inducement for purchasing a product.

Question 13

A group of university students are asked to fill a survey which requires them to rank five different television advertisements on mobile software in the market in order of their preference. The survey mentions that the parameters on which the advertisements are to be rated include their credibility, the interest-level they generate, and their attractiveness. The survey the students fill out is a typical example of a(n):

Accepted Answer

A)  opinion test. 
B)  recall test. 
C)  awareness test. 
D)  recognition test.

Question 14

Kinglinks, a cereal manufacturer, wants to promote its new line of protein bars to its target audience using a nonpersonal form of communication. Kinglinks is least likely to rely on _____ as a means of communication.

Accepted Answer

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

Question 15

Which of the following is a factor that is responsible for hindering the successful implementation of integrated marketing communication?

Accepted Answer

A)  The lack of planning and budget constraints 
B)  The reluctance of some advertising agencies to broaden their role beyond advertising 
C)  The lack of vision and visibility 
D)  The destruction of creativity due to the broadening of scope

Question 16

Marketers who seek to accomplish the strategic goals of marketing communications are:

Accepted Answer

A)  more likely to attract new customers than retain existing customers. 
B)  less likely to build a relationship with an organization's channel members. 
C)  less likely to support efforts to create value for existing customers. 
D)  more likely to use modern technology to stay close to their customers and identify prospects.

Question 17

Rebates and refunds are a form of consumer promotion where:

Accepted Answer

A)  customers are offered regular trial sizes of the product either free or at a nominal price. 
B)  additional amounts of the product are given to buyers when they purchase the product. 
C)  customers are offered discounts from the product's regular price. 
D)  customers are given reimbursements for purchasing the product either on the spot or through mail.

Question 18

Which of the following viewpoints about the contribution of advertising to the economic health of a firm sees advertising as a competitive weapon and places emphasis on the strategic aspects of the advertising function?

Accepted Answer

A)  The generalist viewpoint 
B)  The specialist viewpoint 
C)  The consumer attrition perspective 
D)  The marketing management approach

Question 19

One of the major objectives of trade promotions is to:

Accepted Answer

A)  increase a manufacturer's inventories. 
B)  increase a retailer's inventories. 
C)  discourage advertising and consumer sales promotions. 
D)  reward a consumer for brand loyalty.

Question 20

The specialist viewpoint about the contribution of advertising to the economic health of a firm is primarily concerned with:

Accepted Answer

A)  viewing advertising as a competitive weapon. 
B)  emphasizing the strategic aspects of the advertising function. 
C)  measuring the effects of specific ads or campaigns. 
D)  sales, profits, return on investment, and so forth.

Exam 8: Integrated Marketing Communications

"Advertising is defensive" is the basic philosophy underlying the _____ approach to determining the advertising budget.

The reinforcement of unfavorable ethnic or racial stereotypes through mass media is a legal concern directly associated with:

Which of the following is an advantage of magazines over newspapers as an advertising medium?

If the product of a firm is a new complex technology that requires a great deal of explanation, the promotional mix will likely focus heavily on _____ so that potential buyers can have their questions answered.

The number of different targeted audience members exposed at least once to the advertiser's message within a predetermined time frame is known as:

Which of the following is an ethical and legal concern associated with sales promotion?

In terms of the marketing communication process, translating a product idea or marketing message into an effective ad is called:

Which of the following approaches of determining advertising spending is often used in conjunction with other approaches?

Offering a product at a discounted price for a limited period of time in an attempt to induce customers to purchase the product is an example of _____.

Which of the following best describes personal selling?

Kinglinks, a cereal manufacturer, wants to promote its new line of protein bars to its target audience using a nonpersonal form of communication. Kinglinks is least likely to rely on _____ as a means of communication.

Which of the following is a factor that is responsible for hindering the successful implementation of integrated marketing communication?

Marketers who seek to accomplish the strategic goals of marketing communications are:

Rebates and refunds are a form of consumer promotion where:

Which of the following viewpoints about the contribution of advertising to the economic health of a firm sees advertising as a competitive weapon and places emphasis on the strategic aspects of the advertising function?

One of the major objectives of trade promotions is to:

The specialist viewpoint about the contribution of advertising to the economic health of a firm is primarily concerned with: