| 1.When setting the advertising budget, marketers must consider the ________. (Points : 5) |
message details
cost of television time
cost of new product development
stage in the product life cycle
buyer’s reaction to the campaign |
| Question 2. 2.One of the advantages of direct mail is audience selectivity. One of its limitations is ________. (Points : 5) |
its short life
poor reproduction quality
high competition
long ad purchase lead time
relatively high cost |
| Question 3. 3.Direct marketing allows marketers to test different elements of an offer strategy under real marketplace conditions. Elements of an offer strategy include ________. (Points : 5) |
the copy platform
the test market
the list
the consumer response
the order |
| Question 4. 4.Call centers that initiate calls to prospects and customers are called _________. (Points : 5) |
teleprospecting
telesales
telecoverage
outbound telemarketing
inbound telemarketing |
| Question 5. 5.Marketers are using creative and unexpected ad placements to grab consumers’ attentions in ________ advertising. (Points : 5) |
market-specific
customer-specific
space
nontraditional
place |
| Question 6. 6.The appeal of public relations and publicity is based on three distinctive qualities. These include ________, the ability to catch buyers off guard, and dramatization. (Points : 5) |
invitation
free
high credibility
exposure
low cost |
| Question 7. 7.Which of the following is NOT a function of the PR department? (Points : 5) |
Press relations
Product publicity
Corporate communications
Counseling
All of the above are functions performed by the PR department. |
| Question 8. 8.A media vehicle’s ________ refers to its prestige and believability. People are more likely to believe a TV or radio ad and to become more positively disposed toward the brand when the ad is placed within a program they like. (Points : 5) |
ad-placement policies
editorial quality
audience-attention probability
audience quality
lead generation |
| Question 9. 9.Once the target market is defined, the marketer needs to obtain specific names, which can be obtained by purchasing a list of names. The better lists include overlays of ________ and ________ information. (Points : 5) |
financial; buying groups
demographic; financial
opinions; interests
demographic; attitudes
demographic; psychographic |
| Question 10. 10.An effectively trained company sales force can make four important contributions: enthusiasm building, missionary selling, key account management, and ________. (Points : 5) |
customer contacts
relationship selling
direct sales contacts
increased stock position
account management |
| Question 11. 11.________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online. (Points : 5) |
Buzz marketing
Viral marketing
Social networking
Pay-per-click advertising
Mobile marketing |
| Question 12. 12.Today’s customers expect a salesperson have deep product knowledge, to be efficient and reliable, and to add ideas to improve the customer’s operations. These demands are forcing companies to make higher investments in ________. (Points : 5) |
sales training
internal salespeople
management controls
premium offers
sales-force promotions |
| Question 13. 13.Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokesperson’s credibility. Source credibility consists of trustworthiness, likability, and ________. (Points : 5) |
celebrity status
experience
expertise
age
reputation |
| Question 14. 14.Marketing communications can contribute to brand equity by establishing the brand in memory and ________. (Points : 5) |
creating interest
communicating quality
creating demand
creating a brand image
introducing new products to the market |
| Question 15. 15.________ is the specialized knowledge that the communicator possesses to back the advertising claim. (Points : 5) |
Likeability
Source
Expertise
Trustworthiness
Faith |
| Question 16. 16.Television audience size has several possible measures. These include circulation, audience, and ________. (Points : 5) |
nonexposed audience
total circulation
exposed audience
listening audience
effective audience |
| Question 17. 17.The ________ method of measuring event effectiveness identifies the effect sponsorship had on consumers’ brand knowledge. (Points : 5) |
incremental
supply-side
demand-side
historical
experimental |
| Question 18. 18.Some companies set their promotion budget to achieve share-of-voice parity with competitors. This is referred to as the ________ of promotions budgeting. (Points : 5) |
objective-task method
percentage-of-sales method
competitive-parity method
affordable method
comparable method |
| Question 19. 19.A(n) ________ appeal elaborates on a non-product-related benefit or image when advertising a product or service. (Points : 5) |
informational
destructive
involving
creative
transformational |
| Question 20. 20.Communication option are often more effective when used in tandem. ________ relates to the extent to which different associations and linkages are emphasized across communication options. (Points : 5) |
Coverage
Contribution
Commonality
Complementarity
Versatility |
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