Question 1

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, email, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

Question options:

  
   

a) 

Advertising

 
   

b) 

Personal selling

 
   

c) 

Direct marketing

 
   

d) 

Public relations

 

Question 2

Which of the following is a form of earned media for marketing communication messages?

Question options:
  
   
a) 

Experts providing product     reviews

 
   
b) 

Celebrities endorsing products

 
   
c) 

Social network     discussions about products

 
   
d) 

Company salespeople contacting     target buyers

 

Question 3

Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of:

Question options:
  
   
a) 

brand knowledge.

 
   
b) 

purchase patterns.

 
   
c) 

demographic characteristics.

 
   
d) 

income levels.

 

Question 4

In __________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer’s product or consumption interests.

Question options:
  
   
a) 

paid searches

 
   
b) 

pop-up advertising

 
   
c) 

display advertising

 
   
d) 

banner marketing

 

Question 5

Buzz and viral marketing both try to:

Question options:
  
   
a) 

use unethical methods to     popularize a brand.

 
   
b) 

market products by providing     free samples to customers.

 
   
c) 

create a splash in     the marketplace to showcase a brand.

 
   
d) 

induce impulse sales by     displaying products close to the pay counters.

 

Question 6

__________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.

Question options:
  
   
a) 

Frequency

 
   
b) 

Reach

 
   
c) 

Width

 
   
d) 

Depth

 

Question 7

The qualitative value of an exposure through a given

medium

is known as:

Question options:
  
   
a) 

frequency.

 
   
b) 

reach.

 
   
c) 

amplitude.

 
   
d) 

impact.

 

Question 8

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as:

Question options:
  
   
a) 

range.

 
   
b) 
impact.
 
   
c) 

intensity.

 
   
d) 
reach.
 

Question 9

An advertising __________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Question options:
  
   
a) 
medium
 
   
b) 

objective

 
   
c) 

channel

 
   
d) 

budget

 

Question 10

According to researchers, which of the following is the correct order in which content of print advertisements matter?

Question options:
  
   
a) 

Picture-headline-copy

 
   
b) 

Copy-picture-headline

 
   
c) 

Headline-copy-picture

 
   
d) 

Picture-copy-headline

 

Question 11

Which of the following is an example of a trade promotion?

Question options:
  
   
a) 

Free samples

 
   
b) 

Discount coupons

 
   
c) 

Display allowances

 
   
d) 

Contests for sales reps

 

Question 12

Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

Question options:
  
   
a) 

Television

 
   
b) 

Radio

 
   
c) 

Newspapers

 
   
d) 

Magazines

 

Question 13

The weighted number of exposures (WE) of an advertising message over a given medium is given by:

Question options:
  
   
a) 

WE = reach * frequency.

 
   
b) 

WE = (reach * frequency) /     impact.

 
   
c) 

WE = reach *     frequency * impact.

 
   
d) 

WE = (reach + frequency) /     impact.

 

Question 14

__________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

Question options:
  
   
a) 

Puffery

 
   
b) 

Boasting

 
   
c) 

Pseudo promotion

 
   
d) 

Doublethink

 

Question 15

__________ advertising aims to stimulate repeat purchase of products and services.

Question options:
  
   
a) 

Reinforcement

 
   
b) 

Comparative

 
   
c) 

Persuasive

 
   
d) 

Reminder

 

Question 16

The original and oldest form of direct marketing is:

Question options:
  
   
a) 

billboards.

 
   
b) 

banner advertising.

 
   
c) 

mail campaigns.

 
   
d) 

field sales calls.

 

Question 17

Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications?

Question options:
  
   
a) 

Attention-interest-desire-action

 
   
b) 

Awareness-interest-evaluation-trial-adoption

 
   
c) 

Awareness-knowledge-liking-preference-conviction-purchase

 
   
d) 

Exposure-reception-cognitive     response-attitude-intention-behavior

 

Question 18

People who know and communicate with a great number of other people are called:

Question options:
  
   
a) 

buzzers.

 
   
b) 

connectors.

 
   
c) 

informants.

 
   
d) 

stickers.

 

Question 19

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

Question options:
  
   
a) 
Advertising
 
   
b) 
Direct marketing
 
   
c) 
Public relations
 
   
d) 

Sales promotion

 

Question 20

Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?

Question options:
  
   
a) 

It discourages stability when     competing firms spend approximately the same percentage of their sales on     communications.

 
   
b) 

By using a percentage-of-sales     method, communication expenditures tend to be extremely high irrespective     of what a company can afford.

 
   
c) 

It discourages management from thinking     of the relationship among communication cost, selling price, and profit per     unit.

 
   
d) 

Dependence of the percentage-of-sales     method on year-to-year sales fluctuations interferes with long-range     planning.