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marketing quiz test bank




Question;1. In;developing an advertising program, marketing managers can make five major;decisions known as ?the five Ms. Which of the following is NOT part of ?the;five Ms.?;a. mission;b. money;c. message;d. media;e. minimum;2. Today, advertising agencies;are redefining themselves as ________.;a. communications;companies;b. direct;marketing companies;c. marketers;d. full-service;companies;e. none of the;above;3. Advertising objectives can be;classified according to whether their aim is to inform, persuade, remind, or ________.;a. create;interest;b. purchase;c. create;demand;d. reinforce;e. introduce;4. When setting;the advertising budget, marketers must consider five specific factors. Which of;the following is one of the ?factors? that must be considered?;a. Message;details.;b. Cost of;television time.;c. Cost of new;product?s development.;d.;Stage in the product life cycle.;e.;Buyer?s reaction to the campaign.;5. In designing and evaluating;an ad campaign, it is important to distinguish the message strategyor positioning of an ad from its ________.;a. brand;strategy;b. creative;strategy;c. test;strategy;d. medium;strategy;e. corporate;strategy;6. A creative briefis an elaboration of the positioning statement and;includes such items as ________.;a. key brand benefits;b. detail instructions for the director;of the commercial;c. detailed instructions for the;print ads;d. key actors to be used in the;commercial;e. none of the above;7. Television is;the most powerful advertising;medium. Television can be an effective means of vividly demonstrating product attributes and persuasively;explaining their corresponding consumer benefits. Second, TV advertising can be;a compelling means for dramatically;portraying user and usage imagery, brand personality, and other brand ________.;a. sounds;b. sights;c. intangibles;d.;tangibles;e. components;8. Print media provides much ________ product information and can also;effectively communicate user and usage imagery.;a.;detailed;b.;specific;c. informational;d. historical;e.. usage;9. Radio?s main;advantage lies in its ________.;a. disk;jockeys;b. flexibility;c. format;d. age of;audience;e. none of the;above;10. Advertisers prepare a copy strategy statementdescribing the;content, support, and tone of the desired ad.;a. frequency;b. size;c. opinions;d. demographics;e. objective;11. Under U.S.;law, advertisers must not ________.;a. copy other?s;ads;b. make false;claims;c. advertiser;to children;d. advertise;after 3 a.m.;e. demonstrate a product;12. ?Puffery? is defined as ________.;a. a;description of a bakery product;b. used in;sales brochures to tout the benefits of a product;c. simple exaggerations;d. lies;e. non-truths;but legal;13. In choosing the proper media;to carry the message, advertisers must decide on ________.;a. strategy;users, media;b. target;markets, users, heavy users;c. markets;target markets, consumers;d. reach, impact, television stations;e. reach;frequency, impact;14. ________ is most important when launching new products, flanker;brands, or extensions of well-known brands.;a. Media;selection;b. Weighted;exposures;c. Impact;d. Reach;e. Frequency;15. One of the advantages of;television is that it combines sight, sound, and motion;appealing to the senses, high attention, and high reach. One of the;disadvantages of television is its ________.;a. use of the ?remote control? to zap through commercials;b. high clutter;c. cable;channels;d. fragmented;markets;e. censorship;possibilities;16. In;deciding on an ad budget, marketers must also recognize that consumer response;can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected, but sales increases;eventually flatten out.;a. T;b. M;c. S;d. Y;e. C;17. Marketers;are using creative and unexpected ad placements to grab consumers? attentions;in ________ advertising.;a. market;specific;b. customer;specific;c. space;d. nontraditional;e. place;18. Marketers pay fees so that;their products make cameo appearances in movies;and on television. This is called ________.;a. branded;entertainment;b. point-of-purchase;c. advertorials;d. product;placement;e. individualization;19.In-store advertising including ads on;shopping carts, in aisles, on shelves, ads on the floor, and ?talking? shelves;are all examples of;advertising.;a. point-of-decision;b. product;placement;c. point-of-purchase;d. branding;e. advertising;20. The main advantage of nontraditional media is that a very precise;and?because of the nature of the setting involved?captive audience often can be;reached in a ________ manner.;a. new;b. effective;c. cost-effective;d. targeted;e. individualized;21. Television audience size has;several possible measures. These include circulation, audience, and ________.;a.;non-exposed audience;b. total;circulation;c. exposed;audience;d. listening;audience;e. effective;audience;22. The ________ involves scheduling the advertising in relation to;seasons and the business cycle.;a. effective;ad-exposed audience;b. editorial;quality;c. ad;placement policies;d. macro;scheduling problem;e. micro;scheduling problem;23. In launching;a new product, the advertiser has to choose among;continuity, concentration, flighting, and ________.;a. reflective;b. periodic;c. continuous;d. pulsing;e. running;24. A company has to decide on how to allocate its;advertising budget over space as well as over time. A company;makes ?spot buys? when it buys TV time in just a few markets or in regional;editions of magazines. These markets are called ________.;a. areas of dominant;influence;b. trading;areas;c. short term;marketing opportunities;d. SMSA;e. none of the;above;25. ________ seeks to determine whether an ad is communicating;effectively.;a. Targeted;marketing research;b. Customer;feedback;c. Copy testing;d. Marketing;research;e. Communication-effects;research;26. There are;three major methods of pretesting ads. These are consumer feedback;and laboratory test.;a. pre-launch;testing;b. copy;testing;c. direct;testing;d. telephone;inquiries;e. portfolio;testing;27. One of the ?tips?;provided by Nike?s ad agency, Weiden and Kennedy, about what works in good economic times as well as bad is to ________.;a. make noise;b. get noticed;c. hit the ?TV? hard;d. cut back on promotions;e. none of the above;28. A company?s;?share of advertising? expenditures should produce an ultimate ________.;a. share of;business;b. share of;heart;c. share of;voice;d. share of;market;e. share of;mind;29. Sales promotion consists of a collection of incentive tools, mostly short term, designed to ________ quicker or;greater purchase of particular products or services by consumers or the trade.;a. intensify;b. foster;c. demand;d. stimulate;e. create;30. Sales promotions include tools for ________ promotion, trade promotion;and business, and sales-force promotions.;a. incentive;b. reasons;c. target;d. prospects;e. consumer


Paper#47165 | Written in 18-Jul-2015

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