Marketing

Please select the most appropriate answer (only one) and write down your answer in the Multiple Choice Answer Sheet.

  1.   All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as __________.

a.	Sponsorship
b.	Advertising
c.	personal selling
d.	sales promotion
e.	Publicity

ANS:   D

2      In general, the single-voice, or synergy principle, involves selecting a specific ________ for a brand.

a.	positioning statement
b.	marketing mix
c.	pricing strategy
d.	advertising budget
e.	none of the above

ANS:   A

3.     Which one of the following is the greatest obstacle to implementing integrated marketing communications?

a.	Few providers of marketing communications services have the skills to execute IMC programs.
b.	There is a lack of interest in IMC by top management.
c.	The cost for implementing an IMC program is difficult to justify.
d.	Little can be gained by coordinating the various marketing communications elements.
e.	Marketing directors are essentially performing the IMC function now.

ANS:   A

4.     The premise underlying geodemographic targeting is that people who ___________ also share demographic and lifestyle similarities.

a.	are in the same income category
b.	reside in similar areas
c.	are of the same age
d.	are of the same gender
e.	are of the same ethnic group

ANS:   B

5.    A detergent that advertises how clean it gets clothes is appealing to the __________ consumer need.

a.	Functional
b.	Symbolic
c.	Biological
d.	Utilitarian
e.	Experiential

ANS:   A

6.    The process of translating thought into a symbolic form is known as ___________.

a.	Encoding
b.	Feedback
c.	Noise
d.	Decoding
e.	the message channel

ANS:   A

7.    According to the HEM, consumer behavior is seen as _________.

a.	Rational
b.	highly cognitive
c.	Emotional
d.	Systematic
e.	Reasoned

ANS:   C

8.     By definition, __________ simply means that consumers come in contact with the marketer's message.

a.	Perception
b.	Exposure
c.	Attention
d.	Comprehension
e.	Interpretation

ANS:   B

9.    The __________ component of attitudes focuses on behavioral tendencies.

a.	Affective
b.	Instrumental
c.	Conative
d.	Cognitive
e.	Behavioral

ANS:   C

10.   Marketers can enhance the consumers' ability to access knowledge structures by __________.

a.	using loud music
b.	using colorful ads
c.	employing verbal framing
d.	repeating brand information
e.	increasing curiosity about the brand

ANS:   C

11.   Margaret Stephens notices the television commercial because of the loud sounds. This is an example of __________.

a.	exposure
b.	involuntary attention
c.	nonvoluntary attention
d.	voluntary attention
e.	interpretation

ANS:   B

12.   Attitudes toward a brand result from a combination of __________ attitude-formation processes.

a.	primary and secondary
b.	linear and non-linear
c.	associative and non-associative
d.	central- and peripheral-route
e.	None of the above.

ANS:   D

13.   Which of the following is NOT a requirement for setting advertising objectives?

a.	Objectives must specify the amount of change.
b.	Objectives must be stated in terms of profits.
c.	Objectives must be realistic.
d.	Objectives must be internally consistent.
e.	Objectives must be clear and in writing.

ANS:   B

14.   A(n) __________ advertising objective is aimed at achieving communication outcomes that precede behavior.

a.	precise
b.	planned
c.	indirect
d.	direct
e.	operational

ANS:   C

15.   The first step of the objective-and-task method is __________.

a.	assessing the communications functions
b.	establishing specific marketing objectives that need to be accomplished
c.	determining advertising's role in the total communication mix
d.	establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives
e.	establish the budget based on estimates of expenditures required to accomplish the advertising goals

ANS:   B

16.   A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the __________ method.

a.	percentage-of-sales
b.	arbitrary allocation
c.	objective-and-task
d.	competitive parity
e.	affordability

ANS:   D

17.   The advertising budget procedure used most frequently is the __________ method.

a.	percentage-of-sales
b.	arbitrary allocation
c.	marginal cost
d.	competitive parity
e.	None of the above.

ANS:   E

18.   Which value is derived from the need for variety and achieving an exciting life?

a.	self-direction
b.	hedonism
c.	achievement
d.	stimulation
e.	tradition

ANS:   D

19.   Laddering is a marketing research technique that has been developed to identify links between __________.

a.	attributes, consumers, and values
b.	attitudes, consumers, and values
c.	attributes, consequences, and variables
d.	attributes, consequences, and values
e.	attitudes, consequences, and values

ANS:   D

20.   Using sex appeal can generally __________.

a.	Lure attention
b.	Enhance recall
c.	Evoke emotional responses
d.	all of the above
e.	Only a  and  b

ANS:   C

21.   A good copy-testing system needs to provide measurements that are ____________ .

a.	relevant to the advertising objectives
b.	relevant to the advertising budget
c.	relevant to the advertising media
d.	relevant to the advertising script
e.	None of the above

ANS:   A

22.   A strength of radio advertising is ___________.

a.	the ability to reach segmented audiences
b.	the ability to reach prospective customers on a personal and intimate level
c.	low cost per thousand
d.	short lead-times
e.	All of the above

ANS:   E

           

23.   Which of the following is NOT a problem with television advertising?

a.	escalating advertising costs
b.	erosion of television viewing audiences
c.	substantial audience fractionalization
d.	clutter
e.	inability to achieve impact

ANS:   E

24.   The concept of effective reach states that fewer exposures to advertisements are required __________.

a.	when humor is used
b.	when comparative advertising is used
c.	for brands with higher market shares and greater customer loyalty
d.	for expensive products
e.	for necessities

ANS:   C

25.   In a _________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period.

a.	flighting
b.	dated
c.	plotted
d.	pulsing
e.	continuous

ANS:   D