Question 1

B2B advertising rarely uses consumer mass media and is typically invisible to consumers.

Accepted Answer

A) True 
 B)False

Question 2

According to Nowak and Phelps,which of the following tactics does the IMC approach focus on?

Accepted Answer

A)   Decreasing reliance on targeted messages
B)   Reaching larger segments
C)   Lower use of consumer data
D)   Less emphasis on advertising relative to other strategies
E)   Extensive use of electronic and mass mediaF) A) and B)
G) A) and E)

Question 3

How does the human communication process relate to the advertising process?

Accepted Answer

Applying this model to advertising,we co...

Question 4

Which of the following refer to traditional promotional messages?

Accepted Answer

A)   Planned messages
B)   Product messages
C)   Inferred messages
D)   Service messages
E)   Unplanned messagesF) B) and C)
G) D) and E)

Question 5

Some products are publicized using _____,in which an ad claims the product is equal in quality to higher priced brands.

Accepted Answer

A)   image advertising
B)   price advertising
C)   sale advertising
D)   trade advertising
E)   professional advertisingF) B) and D)
G) C) and D)

Question 6

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands,it is practicing _____.

Accepted Answer

A)   Integrated marketing communications
B)   Sales promotion
C)   Word-of-mouth advertising
D)   Personal selling
E)   Viral marketingF) A) and C)
G) B) and D)

Question 7

The _____ are the gatekeepers who decide if the ad will run or not.

Accepted Answer

A)   authors
B)   actual consumers
C)   implied consumers
D)   personas
E)   sponsorial consumersF) A) and E)
G) B) and C)

Question 8

At the reception of a hotel,Tom came across a brochure on the hotel's multi-cuisine restaurant.Which of the following has the hotel used to disseminate information about one of its services?

Accepted Answer

A)   Personal selling
B)   Public relations
C)   Trade fair
D)   Collateral materials
E)   Sales promotionF) B) and E)
G) D) and E)

Question 9

High profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.

Accepted Answer

A) True 
 B)False

Question 10

In _____,a third-person persona tells a story about others to an imagined audience.

Accepted Answer

A)   autobiographical messages
B)   feedback messages
C)   drama messages
D)   narrative messages
E)   personal messagesF) D) and E)
G) A) and E)

Question 11

Companies that commit to relationship marketing are generally trying to:

Accepted Answer

A)   win back customers lost from shoddy products or poor service.
B)   make up for the cost of acquiring new customers.
C)   develop a full view of the customer by compiling and analyzing customer data.
D)   lure customers through offensive marketing.
E)   adopt a marketer-centric perspective in creating brand messages.F) A) and B)
G) A) and C)

Question 12

Planned messages are "do" messages because they represent what a company does.

Accepted Answer

A) True 
 B)False

Question 13

If two brands are equal in quality,the one with the highest price is the best value.

Accepted Answer

A) True 
 B)False

Question 14

Marketing communications is a type of advertising that is used by companies to maintain contacts with customers.

Accepted Answer

A) True 
 B)False

Question 15

In order to convey the benefits of sponsorship to a potential sponsor,a rodeo show would most likely use _____.This enables the marketer to answer the prospect's questions on the spot.

Accepted Answer

A)   personal selling
B)   social media marketing
C)   cold calling
D)   professional advertising
E)   public service advertisingF) A) and B)
G) C) and D)

Question 16

A car dealer's advertisement inviting people for a test drive is an example of the use of _____.

Accepted Answer

A)   collateral material
B)   public relations
C)   personal selling
D)   sales promotion
E)   awareness advertisingF) D) and E)
G) C) and D)

Question 17

Which of the following is true about a company's stakeholders?

Accepted Answer

A)   An employee cannot be a stockholder.
B)   There is often significant overlap in stakeholder roles.
C)   Stakeholders uniformly require reactive relationships.
D)   The number of stakeholders is unimportant in marketing.
E)   Product messages have negligible influence on a stakeholder's relationship decision.F) A) and C)
G) A) and D)

Question 18

Companies aim _____ at resellers to obtain greater distribution of their products.

Accepted Answer

A)   in-store advertising
B)   professional advertising
C)   public service advertising
D)   trade advertising
E)   consumer advertisingF) A) and D)
G) C) and E)

Question 19

No amount of advertising can win back a customer lost from shoddy products or poor service.

Accepted Answer

A) True 
 B)False

Question 20

A company's first market should always be its _____.

Accepted Answer

A)   new customers
B)   sponsorial consumers
C)   ideal consumers
D)   implied consumers
E)   current customersF) A) and B)
G) A) and C)

Exam 1: Advertising and IMC Today

The _____ are the gatekeepers who decide if the ad will run or not.

Correct AnswerverifiedShow Answer

Some products are publicized using _____,in which an ad claims the product is equal in quality to higher priced brands.

Correct AnswerverifiedShow Answer

If two brands are equal in quality,the one with the highest price is the best value.

Correct AnswerverifiedShow Answer

B2B advertising rarely uses consumer mass media and is typically invisible to consumers.

Correct AnswerverifiedShow Answer

At the reception of a hotel,Tom came across a brochure on the hotel's multi-cuisine restaurant.Which of the following has the hotel used to disseminate information about one of its services?

Correct AnswerverifiedShow Answer

High profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.

Correct AnswerverifiedShow Answer

Marketing communications is a type of advertising that is used by companies to maintain contacts with customers.

Correct AnswerverifiedShow Answer

In _____,a third-person persona tells a story about others to an imagined audience.

Correct AnswerverifiedShow Answer

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands,it is practicing _____.

Correct AnswerverifiedShow Answer

Which of the following refer to traditional promotional messages?

Correct AnswerverifiedShow Answer

Which of the following is true about a company's stakeholders?

Correct AnswerverifiedShow Answer

A company's first market should always be its _____.

Correct AnswerverifiedShow Answer

Planned messages are "do" messages because they represent what a company does.

Correct AnswerverifiedShow Answer

According to Nowak and Phelps,which of the following tactics does the IMC approach focus on?

Correct AnswerverifiedShow Answer

Companies that commit to relationship marketing are generally trying to:

Correct AnswerverifiedShow Answer

No amount of advertising can win back a customer lost from shoddy products or poor service.

Correct AnswerverifiedShow Answer

A car dealer's advertisement inviting people for a test drive is an example of the use of _____.

Correct AnswerverifiedShow Answer

How does the human communication process relate to the advertising process?

Correct AnswerverifiedApplying this model to advertising,we co...View AnswerShow Answer

In order to convey the benefits of sponsorship to a potential sponsor,a rodeo show would most likely use _____.This enables the marketer to answer the prospect's questions on the spot.

Correct AnswerverifiedShow Answer

Companies aim _____ at resellers to obtain greater distribution of their products.

Correct AnswerverifiedShow Answer

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Applying this model to advertising,we co...
View Answer

Correct Answer
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Correct Answer
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