Question

question 1

Which of the following is an example of a bottom-up technique for developing promotional budgets?

the objective-task method

the percentage-of-sales method

the competitive-parity method

the pull-push method

the AIDA method

Question 2

In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message.

looping

decoding

feedback

encoding

translating

Question 3

An office supply store that pays a discounted price when it orders more than 12 metal filing cabinets is receiving a(n) ________.

merchandising allowance

promotional product

case allowance

incentive program

co-op promotion

Question 4

In the communication model, noise is anything that interferes with effective communication.

True

False

Question 5

________ is the execution format that depicts typical people using the product in an everyday setting.

Fantasy

Demonstration

Lifestyle

Slice of life

Testimonial

Question 6

Through word-of-mouth communication, consumers look to each other for product information and recommendations.

True

False

Question 7

A(n) ________ provides most or all of the services needed to mount an advertising campaign.

limited-service agency

creative services agency

in-house agency

institutional agency

full-service agency

Question 8

________ are goods offered either free or at low cost as an incentive to buy a product; they may be in-pack, on-pack, or delivered through the mail.

Premiums

Sweepstakes

Rebates

Bonus packs

Price-off packs

Question 9

In developing an advertising campaign, agencies do not use pretesting until they have determined the media types and media schedule.

True

False

Question 10

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

Impression

Frequency

Reach

Exposure

Gross rating

Question 11

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company.

touchpoint

public relations message

advertisement

logo

media vehicle

Question 12

Which of the following is NOT a step in the hierarchy of effects?

create desire

create awareness

create demand

inform the market

build loyalty

Question 13

________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.

A pull strategy

Database marketing

A push strategy

Integrated marketing communications (IMC)

Experiential marketing

Question 14

A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.

a push strategy

public relations

one-to-one marketing

word-of-mouth communications

mass communications

Question 15

An email from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.

public relations

personal selling

sales promotion

stealth marketing

viral marketing

Question 16

Which of the following best explains why a 40-year-old woman and a 15-year-old boy would interpret an ad for an age-minimizing makeup differently?

They respond in contrasting ways to different media.

One is not as likely as the other to provide feedback.

They have different frames of reference.

They follow different communication models.

They are not equally susceptible to noise.

Question 17

Which of the following is NOT true about the message in the communication model?

It is often individualized when it is delivered by a salesperson.

It may include both verbal and nonverbal elements.

It is the actual communication going from sender to receiver.

It will be understood in the same way by all receivers.

It must be carefully crafted to connect with a variety of people when it is delivered through advertising.

Question 18

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

True

False

Question 19

An ad for a new Dior fragrance featuring Natalie Portman appeared in Vogue magazine. In terms of the communication model, the source of this ad is ________.

Natalie Portman

the target market to whom Natalie Portman appeals

Vogue readers who purchase Dior products

Dior

Vogue

Question 20

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

True

False

Question 21

In the communication model, the message is the actual communication that bounces back from the receiver to the sender.

True

False

Question 22

A traditional advertising medium can be used to publicize a sales promotion.

True

False

Question 23

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

bottom-up

push-pull

competitive-parity

objective-task

percentage-of-sales

Question 24

________ refers to the mood or attitude an advertisement conveys.

Creative technique

Unique selling proposition

Execution format

Appeal

Tonality

Question 25

Many gas stations now have self-service pumps with small televisions that broadcast short news and entertainment spots, along with advertisements, as customers pump their gas. The ads reach this captive audience through the use of ________ media.

permission

place-based

out-of-home

owned

mobile

Question 26

Which of the following is the type of advertising that the media run free of charge?

institutional advertisements

advocacy advertisements

public service advertisements

product advertisements

local advertisements

Question 27

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

the media planner

the art director

the account executive

the account planner

the creative director

Question 28

Advertising and marketing are interchangeable terms.

True

False

Question 29

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

a rebate

a cross-promotion

a premium

a merchandising allowance

push money

Question 30

________ involves a channel member purchasing large quantities of a product during a discount period, warehousing the product, and not buying the product again until another discount is offered.

Forward buying

Co-op buying

Rebating

Pushing

Discounting

Answer 1

1. The correct option is The objective-task method

2. The correct option is Feedback

3. The correct option is Merchandising Allowance

4. The correct option is TRUE

5. The correct option is Slice of life

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