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| 1 | |
Pilot is using an integrated marketing communications program (IMC) to promote its Pilot Pen V Grip because __________. |
| | A) | its strategy includes using all types of promotional activities that deliver a consistent message |
| | B) | it does not want to reach any member of its target audience more than once |
| | C) | IMC is less expensive than other forms of promotion such as public service announcements |
| | D) | if it didn't, Pilot would have to use indirect personal selling |
| | E) | it is more concerned about frequency than reach |
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| 2 | |
The __________ can be used to remind prospective buyers about the benefits they enjoyed by using the product. |
| | A) | promotion channel |
| | B) | communication chain |
| | C) | marketing matrix |
| | D) | promotional mix |
| | E) | media mix |
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| 3 | |
In the communication process, the 18-to-34 year-old women who see the commercial advertising P&G’s Olay whitening facial cream are called __________. |
| | A) | clients |
| | B) | the target market |
| | C) | receivers |
| | D) | transmitters |
| | E) | encoders |
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| 4 | |
Which of the following occurrences might be construed as noise? |
| | A) | The secretary interrupts the sales presentation just as the salesperson was ready to ask the buyer about her color preference |
| | B) | The radio commercial gives the wrong address for the advertiser's store |
| | C) | The salesperson tells the buyer that the software he is selling contains smart tags and the customer does not understand |
| | D) | Mack does not see the ad for the new Route 66 club because he is more interested in the news article on the opposite page |
| | E) | All of the above could be construed as noise |
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| 5 | |
Advertising is __________. |
| | A) | nonpersonal, indirectly paid presentation of an organization, service or product |
| | B) | a short-term inducement of value offered to arouse interest in buying a good or service |
| | C) | methods used to get a nonpersonal, indirectly paid presentation of a company or its products |
| | D) | any paid form of nonpersonal communication about an organization, good, service or idea by an identified sponsor |
| | E) | any paid form of interpersonal presentation of goods and services |
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| 6 | |
Which of the following statements describes a key difference between advertising and publicity? |
| | A) | Publicity is more expensive on a cost-per-contact basis than advertising |
| | B) | Publicity is usually directly paid and advertising is usually indirectly paid |
| | C) | Advertising is usually directly paid and publicity is usually indirectly paid |
| | D) | Advertising provides an immediate feedback loop and publicity does not |
| | E) | Publicity always has a much greater reach than advertising |
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| 7 | |
The McDonald's Monopoly game is an example of which type of promotion? |
| | A) | Advertising |
| | B) | Sales promotion |
| | C) | Publicity |
| | D) | Personal selling |
| | E) | Direct marketing |
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| 8 | |
Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers. |
| | A) | direct marketing |
| | B) | advertising |
| | C) | a sales promotion |
| | D) | publicity |
| | E) | a public service announcement |
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| 9 | |
Marketers can communicate best with Generation Y consumers by __________. |
| | A) | using TV ads since this generation watches TV more than any other |
| | B) | placing ads on Power 98 |
| | C) | using the 32-hour approach |
| | D) | integrating new media into their campaigns |
| | E) | doing none of the above |
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| 10 | |
Cake mix is in the maturity stage of its product life cycle. A manufacturer selling cake mixes would most likely use advertising to __________. |
| | A) | create product category awareness |
| | B) | differentiate one type of dessert from another |
| | C) | create selective distribution channels |
| | D) | reposition cake mixes |
| | E) | remind buyers of a product's existence |
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| 11 | |
The Olympus Eye Trek is a device which provides "a high-quality personal TV experience". It resembles a pair of glasses and when worn makes the user think he or she is watching a 52-inch television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works. This Olympus Eye Trek is most likely high in __________. |
| | A) | user friendliness |
| | B) | risk |
| | C) | complexity |
| | D) | synergy |
| | E) | accessibility |
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| 12 | |
A push strategy is when __________. |
| | A) | a manufacturer advertises a great deal to its wholesalers, retailers and ultimate consumers with the use of nationwide promotional and advertising campaigns |
| | B) | a manufacturer forces a retailer to promote its product by placing national ads in local newspapers |
| | C) | a manufacturer directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask their retailer for the product |
| | D) | a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product |
| | E) | the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products |
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| 13 | |
All of the following steps are part of the process used to develop an organization's promotion program EXCEPT __________. |
| | A) | identify the target audience |
| | B) | specify the advertising objectives |
| | C) | set the budget |
| | D) | pretest the advertising |
| | E) | schedule the advertising program |
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| 14 | |
In the hierarchy of effects, awareness is defined as __________. |
| | A) | the consumer's ability to recognize and remember the product or brand name |
| | B) | the consumer's appraisal of the product or brand on important attributes |
| | C) | an increase in the consumer's desire to learn about some of the features of the product or brand |
| | D) | a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand |
| | E) | the consumer's first actual purchase and use of the product or brand |
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| 15 | |
A major fallacy of __________ budgeting is that by tying budget to sales, a company may have the least amount to spend when it actually needs the greatest amount of promotion dollars. |
| | A) | percentage of sales |
| | B) | competitive parity |
| | C) | all-you-can-afford |
| | D) | objective and task |
| | E) | relative scale |
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| 16 | |
Which of the following factors can influence the promotion schedule? |
| | A) | Seasonality |
| | B) | Competitive promotion activity |
| | C) | The "off" season for sports teams |
| | D) | The entry of new competitors into the market |
| | E) | All of the above can influence the promotion schedule |
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| 17 | |
What is the main concern that unsolicited emails are causing? |
| | A) | Privacy issues |
| | B) | Disturbance to customers |
| | C) | Spread of viruses |
| | D) | Time wastage |
| | E) | None of the above |
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| 18 | |
A paid advertisement for Marine France Bodyline Perfect invited readers of Cleo magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website or use a toll-free number to request more information about slimming treatments. The primary purpose of this ad was as a(n) __________. |
| | A) | direct order fulfillment |
| | B) | lead generator |
| | C) | public service announcement |
| | D) | indirect order generator |
| | E) | first mover generator |
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| 19 | |
Which of the following is a benefit of direct marketing for consumers? |
| | A) | They don't have to go to a store |
| | B) | Buying direct saves time |
| | C) | They avoid hassles with salespeople |
| | D) | There is more privacy than in-store shopping |
| | E) | All of the above are benefits of direct marketing for consumers |
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| 20 | |
To deliver a consistent message about its brand the Banyan Tree Holdings Limited has undertaken a(n) __________ campaign. |
| | A) | information |
| | B) | advertising |
| | C) | integrated marketing communications |
| | D) | pricing and promotion |
| | E) | diversified |
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