1. If a company wants to build a good "corporate image," it will probably use which of the following
marketing communications mix tools?
a) advertising
b) public relations
c) direct marketing
d) sales promotion
2. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet
to communicate directly with specific consumers?
a) advertising
b) public relations
c) direct marketing
d) sales promotion
3. ______________ fragmentation has resulted in media fragmentation.
a) Market
b) Purchasing
c) Product
d) Public relations
4. ______________ is the concept under which a company carefully integrates and coordinates its
many communications channels to deliver a clear, consistent, and compelling message about the
organization and its products.
a) The promotion mix
b) Integrated international affairs
c) Integrated marketing communications
d) Integrated demand characteristics
5. The communications process should start with:
a) a basic belief about the communication piece.
b) an audit of all the potential contacts target customers have with the company and its brands.
c) an evaluation of the history of advertising used by the firm.
d) hiring communications experts to handle the communication problems of the firm.
6. The promotion tool that may include coupons, contests, premiums, and other means of attracting
consumer attention is best described as being which of the following?
a) advertising
b) personal selling
c) public relations
d) sales promotion
7. A ______________ is a promotion strategy that calls for using the sales force and trade promotion to
move the product through channels.
a) Push strategy
b) Pull strategy
c) Blocking strategy
d) Integrated strategy
8. Marketing management must make four important decisions when developing an advertising
program. All of the following would be among those decisions EXCEPT:
a) Setting advertising objectives.
b) Setting the advertising budget.
c) Setting procedures for an advertising culture audit
d) Developing advertising strategy.
9. If Sony tries to convince consumers that its brand of computer disks is the best quality for the money,
it is using which of the following forms of advertising?
a) Informative advertising
b) Psychological advertising
c) Reminder advertising
d) Persuasive advertising
10. The most logical budget setting method is found in the list below. Which is it?
a) Affordable method
b) Percentage-of-sales method
c) Competitive-parity method
d) Objective-and-task method
11. All activities involved in selling renting, and providing goods and services to ultimate consumers for
personal, family or household use are known as:
a) Marketing
b) Retailing
c) Personal Selling
d) Sales promotion
12. Learning refers to behaviors that result from
a) Repetition of experience
b) Thinking
c) Observation
d) Repetition of experience, thinking and observation.
13. Norms and expectations about the way people do things in a specific country are referred to as:
a) National character
b) Customs
c) Values
d) Preferences
14. The framework to relate the market segments of potential buyers to products offered or potential
marketing actions by the firm is called:
a) Action grid
b) Relation grid
c) Product grid
d) Market grid.
15. Another name for a company's marketing communications mix is:
a) The advertising program.
b) The sales force.
c) The image mix.
d) The promotion mix.
16. Although the promotion mix is the company's primary communication activity, the ______________
must be coordinated for greatest communication impact.
a) Organizational culture
b) Entire marketing mix
c) Demand mix
d) Profit variables in a company
17. IMC, as presented in the text and in context with promotion, stands for:
a) International manufacturing capacity.
b) International monetary consistency.
c) Integrated marketing communications
d) Integrated marketing corporations.
18. The communications process should start with:
a) A basic belief about the communication piece.
b) An audit of all the potential contacts target customers have with the company and its brands.
c) An evaluation of the history of advertising used by the firm.
d) Hiring communications experts to handle the communication problems of the firm.
19. The promotion tool that may include coupons, contests, premiums, and other means Of attracting
consumer attention is best described as being which of the following?
a) Advertising
b) Personal selling
c) Public relations
d) Sales promotion
20. A ______________ is a promotion strategy that calls for using the sales force and trade promotion to
move the product through channels.
a) Push strategy
b) Pull strategy
c) Blocking strategy
d) Integrated strategy
21. 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
22. A strength of radio advertising is ________________
a) the ability to reach segmented audiences
b) low cost per thousand
c) short lead-times
d) All of the above
23. 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
24. Marketers can enhance the consumers' ability to access knowledge structures by ________________
using loud music
a) using colorful ads
b) employing verbal framing
c) repeating brand information
d) increasing curiosity about the brand
25. 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
26. A detergent that advertises how clean it gets clothes is appealing to the ___________________
consumer need
a) Functional
b) Symbolic
c) Biological
d) Utilitarian
27. 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.
28. The ______________________ component of attitudes focuses on behavioral tendencies
a) Affective
b) Instrumental
c) Conative
d) Cognitive
29. The process of translating thought into a symbolic form is known as _____________________
a) Encoding
b) Feedback
c) Noise
d) Decoding
30. 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
31. A(n) ____________________ advertising objective is aimed at achieving communication outcomes
that precede behavior.
a) precise
b) planned
c) indirect
d) direct
32. Using sex appeal can generally _______________________
a) Lure attention
b) Enhance recall
c) Evoke emotional responses
d) all of the above
33. 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
34. The advertising budget procedure used most frequently is the _______________________ method.
a) percentage-of-sales
b) arbitrary allocation
c) marginal cost
d) None of the above.
35. 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
36. At what stage of the PLC (Product Life Cycle) can a higher price usually be charged?
a) Introduction or
b) Growth
c) Maturity
d) Decline
37. Questions such as:"What ads do you remember seeing yesterday?" are anexample of what type of
post-test?
a) Aided recall
b) Unaided recall
c) Inquiry test
d) Attitude test.
38. Intermediaries make the flow of products from producers to buyers possible by performing three
basic functions:
a) Production, transmission and display
b) Assorting, storing and sorting
c) Transactional, logistical and facilitation
d) Buying sorting and financing
39. If, after buying a product, the customers is anxious about the choice she/he made, this is called:
a) Post purchase behavior
b) Cognitive dissonance
c) Comparative tension
d) Buyers’ dissatisfaction.
40. The store carries a mix of automotive, outdoor, sporting, and decoration goods as well as house
wares. What term would describe its product line?
a) Complexity
b) Breadth
c) Depth
d) Richness
41. Selecting target markets means using criteria such as cost of reach the segment and
______________:
a) Size and expected growth
b) Marketing investment
c) Density of population
d) Values of customers.
42. When a company retains the product but reduces marketing support costs it is in what stage of the PLC
a) Decline
b) Maturity
c) Growth
d) Introduction
43. Using Price as a measure of the quality of a product and setting price high is:
a) Prestige pricing
b) Pricing Lining
c) Pricing odd-even
d) Target pricing
44. The main reasons a firm segments its markets are:
a) To refine sales forecasts and allow for more product differentiation.
b) To create more word-of-mouth in a market.
c) To focus advertising and monitor sales
d) To respond to different needs and wants in market and increases sales and profits
45. During the introduction stage of the PLC, sales gradually increase and
a) Competition becomes tough
b) Profits are minimal if not negative
c) More investors needed
d) The promotion is finished.
46. Selling brand-name products at lower than regular price is:
a) Guaranteed to cause a loss not a wise business decision.
b) Off-price retailing
c) Markup
d) Shrinkage.
47. One of the following is NOT a criteria when forming segments:
a) Potential for higher profits and ROI.
b) Similarity of needs
c) Difference in needs of buyers among segments
d) Fewer customer complaints.
48. The marketing objective for the maturity stage of PLC is to
a) Maintain brand loyalty
b) Stress differentiation
c) Harvest
d) Gain awareness
49. Any paid form of non personal communication about an organization, good, service or idea by an
identified sponsor is called:
a) Publicity
b) Public relation.
c) Advertising
d) Promotion
50. Risk taking, transporting and grading. Professional managed and centrally coordinated marketing
channels designed to achieve channel economies and maximum marketing impact are called:
a) Vertical marketing systems
b) Horizontal marketing systems
c) Centrally coordinated systems
d) Professional coordinated marketing systems.
51. In evaluating messages for advertising, pointing out the benefits that make the product more
desirable or interesting to consumers ensures that the message will be:
a) Meaningful.
b) Distinctive
c) Believable.
d) Remembered.
52. The measure of the percentage of people in the target market who are exposed to the ad campaign
during a given period of time is called:
a) Reach.
b) Frequency.
c) Impact.
d) Performance.
53. Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high
cost, no guarantee of position?
a) Newspapers
b) Television
c) Magazines
d) Radio
54. Several factors have contributed to the rapid growth of sales promotion. All of the factors listed
below have played a part in that growth EXCEPT:
a) Greater pressure to increase sales.
b) More competition and a decline in differentiation of brands.
c) A relaxing of government regulations governing sales promotion.
d) Advertising efficiency has declined.
55. If an advertiser were to give consumers useful articles (imprinted with the advertiser's name) as gifts
(such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
a) samples
b) premiums
c) point-of-purchase promotions
d) advertising specialties
56. The type of trade-promotion discount in which manufacturers agree to reduce the price to the
retailer in exchange for the retailer's agreement to feature the manufacturer's products in some way is
called a(n):
a) discount.
b) allowance
c) premium.
d) rebate.
57. AIDA refers to the:
a) Hierarchy of effects model.
b) Broadcast model.
c) Subscription model
d) Internet model.
58. Which tool of the promotional mix is defined as any paid form of non personal presentation and
promotion of ideas, goods, or services by an identified sponsor?
a) Advertising
b) Public relations
c) Direct marketing
d) Sales promotion
59. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet
to communicate directly with specific consumers?
a) Advertising
b) Public relations
c) Direct marketing
d) Sales promotion
60. All of the following are cited by the text as limitations or challenges to marketers trying to use the
Web to build brands EXCEPT:
a) The higher expense of Web advertising versus traditional advertising
b) The Internet doesn't build mass brand awareness.
c) The Web's format and quality constraints.
d) Difficulty in achieving advertising-like solutions on the Web.
61. Which of the following promotional forms is often described as being too impersonal and only a
one-way communication form?
a) Advertising
b) Personal selling
c) Public relations
d) Sales promotion
62. The promotional tool that marketers tend to underuse or use only as an afterthought Is best
described as being which of the following?
a) Advertising
b) Personal selling
c) Public relations
d) Sales promotion
63. A specific communication task to be accomplished with a specific target audience During a specific
period of time is called an:
a) Advertising campaign.
b) Advertising objective
c) Advertising criterion.
d) Advertising evaluation
64. After determining its advertising objectives, a company next sets its ______________ for each
product.
a) Advertising strategy
b) Advertising budget
c) Advertising goals
d) Advertising format
65. The sense of attraction created by an ad is known as ______________
a) Attraction
b) Appeal
c) Entertainment
d) Ad copy
66. ______________ fill the communication gap between manufactures and consumers
a) Advertising media
b) Information
c) Message
d) Advertiser
67. If a company gives false message to the customers, it is known as______________
a) Deception
b) Subliminal ads
c) Obscene ads
d) Cheating
68. The inner urge that prompts a person to buy a product is known as
a) Buying motive
b) Inspiration
c) Influence
d) Desire
69. Ads which are below the entry of conscious mind is known as ______________
a) Deceptive
b) Free
c) Subliminal ads
d) Local
70. Which tool of the promotional mix consists of short-term incentives to encourage the purchase or
sale of a product or service?
a) advertising
b) public relations
c) direct marketing
d) sales promotion
71. Which of the following strategies is usually followed by B2C companies with respect to promotion
strategy?
a) Push strategy
b) Pull strategy
c) Blocking strategy
d) Integrated strategy
72. The first step in developing an advertising program should be to:
a) Set advertising objectives.
b) Set the advertising budget.
c) Evaluate advertising campaigns.
d) Develop advertising strategy.
73. Keeping consumers thinking about the product is the objective for which type of advertising ?
a) Informative advertising.
b) Psychological advertising.
c) Reminder advertising.
d) Persuasive advertising.
74. An ad to persuade customers to buy a Product is known as ______________
a) Persuasive ad
b) Informative ad
c) Replacement ad
d) Reminder ad
75. ______________ appeal relates to psychological need of a person
a) Emotional
b) Personal
c) Social
d) Relational
76. Exposure of an ad to sample jury of prospective buyers is
a) Consumer jury method
b) Sales area tests
c) Questionnaire method
d) Focus group sessions
77. Communication activities which provide incentives to customer is known as
a) Sales promotion
b) Advertising
c) Personal selling
d) Publicity
78. The central theme of media planning is ______________
a) Message dissemination
b) Appeal
c) Media scheduling
d) Media selection
79. The message designed to motivate customers to purchase is known as
a) Advertisement
b) Appeal
c) Motivation ad
d) Publicity
80. Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an identified sponsor?
a) advertising
b) public relations
c) direct marketing
d) sales promotion
81. ______________ is direct communications with carefully targeted individual consumers to obtain
an immediate response.
a) Personal selling
b) Public relations
c) Direct marketing
d) Sales promotion
82. Two major factors are changing the face of today's communications. One of these factors is the fact
that:
a) costs of promotion are rising.
b) mass markets are fragmented and marketers are shifting away from mass marketing.
c) global communications are not growing rapidly enough.
d) marcom managers have achieved more power and control.
83. IMC, as presented in the text and in context with promotion, stands for:
a) international manufacturing capacity.
b) international monetary consistency.
c) integrated marketing communications.
d) integrated marketing corporations.
84. The concept of ______________ suggests that the company must blend the promotion tools
carefully into a coordinated promotion mix.
a) public relations
b) integrated market planning
c) integrated marketing communications
d) global cultural imperatives
85. Which of the following promotional tools can reach many prospects who otherwise avoid
salespeople and is received as news rather than as a sales-directed communication?
a) advertising
b) personal selling
c) public relations
d) sales promotion
86. A ______________ is a promotion strategy that calls for spending a lot on advertising and consumer
promotion to build up consumer demand If the strategy is successful, consumer demand will move the
product through the channel.
a) Push strategy
b) Pull strategy
c) Blocking strategy
d) Integrated strategy
87. Which of the following WOULD NOT be one of the primary advertising objectives as classified by
primary purpose?
a) To inform
b) To persuade
c) To remind
d) To make profits
88. One of the arguments that supports the competitive-parity method for budgeting promotions is
that:
a) It is the fairest budget method.
b) It is generally the cheapest method of allocating funds.
c) Competitor's budgets represent the collective wisdom of the industry.
d) It is the easiest budget method to use on a global basis.
89. Advertising appeals should have three characteristics. All of the following are among those
characteristics EXCEPT:
a) Be meaningful.
b) Be tasteful.
c) Be believable.
d) Be distinctive
90. The first thing a reader notices in a printed advertising is the:
a) Headline.
b) Illustration.
c) Copy.
d) Format.
91. Which of the following major promotional tools use press relations, product publicity, corporate
communications, lobbying, and public service to communicate information?
a) advertising
b) public relations
c) direct marketing
d) sales promotion
92. For many years mass-media advertising was king among promotion variables. Today, this form of
advertising appears to be giving way to:
a) product differentiation.
b) other elements of the promotion mix.
c) no manipulative variables.
d) a move away from promotion.
93. All of the following are cited by the text as limitations or challenges to marketers trying to use the
Web to build brands EXCEPT:
a) the higher expense of Web advertising versus traditional advertising.
b) the Internet doesn't build mass brand awareness.
c) the Web's format and quality constraints.
d) difficulty in achieving advertising-like solutions on the Web
94. If a company's objective were to reach masses of buyers that were geographically dispersed at a low
cost per exposure, the company would likely choose which of the following promotion forms?
a) advertising
b) personal selling
c) public relations
d) sales promotion
95. The promotional tool that marketers tend to underuse or use only as an afterthought is best
described as being which of the following?
a) advertising
b) personal selling
c) public relations
d) sales promotion
96. Which of the following strategies is usually followed by b2b companies with respect to promotion
strategy?
a) Push strategy
b) Pull strategy
c) Blocking strategy
d) Integrated strategy
97. Building selective demand is the objective of which type of advertising?
a) Informative advertising
b) Persuasive advertising
c) Reminder advertising
d) Demand-driven advertising
98. According to the chapter, all of the following have promoted the importance of the media-planning
function EXCEPT
a) Media fragmentation.
b) The development of the internet.
c) Soaring media costs.
d) More focused target marketing strategies.
99. In evaluating messages for advertising, telling how the product is better than the competing brands
aims at making the ad:
a) Meaningful.
b) Distinctive.
c) Believable.
d) Remembered.
100. Media planners consider many factors when making their media choices. According to the text, all
of the following factors would be considered EXCEPT:
a) The fashionability of the media.
b) The media habits of target consumers.
c) The nature of the product
d) The type of message to be used.