Entrepreneurship and Small Business Management, 2e (Mariotti)
Chapter 9 Integrated Marketing Communications
1) ________ advertising provides information about an organization rather than a specific
product and is intended to create awareness about the firm and enhance its image.
A) Institutional
B) Official
C) Formal
D) Established
E) Organized
Learning Obj.: LO 3
AACSB: Analytical thinking
2) Which of the following is not an example of a broadcast media?
A) Air radio
B) Satellite radio
C) Air television
D) Cable television
E) Local newspaper
Learning Obj.: LO 4
AACSB: Analytical thinking
3) A year-long study of newspaper advertising determined that a potential customer needs to see
an ad at least ________ times before the marketing message penetrates.
A) Nine
B) Eight
C) Ten
D) Five
E) Three
Learning Obj.: LO 4
AACSB: Application of knowledge
1
4) Successful advertising will ________.
A) Build brand and image
B) Provide information
C) Persuade
D) Stimulate action
E) All of the above
Learning Obj.: LO 3
AACSB: Analytical thinking
5) The ________ associated with an advertising agency or freelancer must be weighed against
the ________ to be gained.
A) Fees, returns
B) Time, returns
C) Time, profit
D) Fees, customers
E) None of the above
Learning Obj.: LO 3
AACSB: Analytical thinking
6) Advertising on radio is sold in a variety of ways, with prices based upon ________.
A) The length of your ad
B) The time of day it will run
C) Its duration
D) Its frequency
E) All of the above
Learning Obj.: LO 4
AACSB: Analytical thinking
7) Which approach to establishing a promotional budget is not included in the text?
A) Percentage of sales method
B) Competitive spending method
C) Excess funds approach
D) Objective and task method
E) Reactionary method
Learning Obj.: LO 2
AACSB: Analytical thinking
2
8) Newspapers can be ________.
A) Community-based
B) Local
C) Regional
D) All of the above
Learning Obj.: LO 4
AACSB: Analytical thinking
9) If the cost of a four-color, full-page ad in Sports Illustrated is $950,000, and its total
readership is 15,000,000, its Cost Per Thousand is ________.
A) $63.33
B) $63.20
C) $53.33
D) $62.33
E) $60.23
Learning Obj.: LO 4
AACSB: Application of knowledge
10) By ________ and ________ your customer, you will avoid wasting money in outlets in
which the audience won’t be interested in your product or service.
A) Visualizing, knowing
B) Visualizing, studying
C) Imagining, knowing
D) Picturing, knowing
E) Picturing, studying
Learning Obj.: LO 3
AACSB: Analytical thinking
11) The challenge for businesses is to determine the best opportunities and to create promotions
that do all of the following except ________.
A) Effectively cut through the clutter and noise
B) Engage the attention of prospective customers
C) Generate profitable sales
D) Add to the mass communications the public is bombarded with
E) None of the above
Learning Obj.: LO 2
AACSB: Analytical thinking
3
12) When looking for opportunities, organizations ask key questions such as: ________
A) Are there customers that the competition is ignoring or not serving?
B) Which markets are heavily saturated and have intense competition?
C) Are the benefits of our goods (or services) being clearly articulated to the various customer
market segments?
D) Would there be opportunities to build relationships with customers using a slightly different
marketing approach?
E) All of the above
Learning Obj.: LO 2
AACSB: Analytical thinking
13) Common communications objectives include ________.
A) Develop brand awareness and image
B) Provide information
C) Change customer beliefs or attitudes
D) All of the above
E) None of the above
Learning Obj.: LO 3
AACSB: Analytical thinking
14) It is important to remember that the advertising should be part of an integrated approach and
is the ________ component of that approach.
A) Paid
B) Free
C) Most important
D) Critical
E) Least expensive
Learning Obj.: LO 3
AACSB: Analytical thinking
15) Which of the following is not a drawback to the percentage-of-sales method of promotional
budgeting?
A) Less is spent when sales are low.
B) More is spent when sales are high.
C) There is no accounting for competitive spending.
D) It does not consider your overall strategy.
E) It is affordable based on income.
Learning Obj.: LO 2
AACSB: Analytical thinking
4
16) Which of the following advertising media types have the advantage of having a long shelf
life?
A) Television
B) Radio
C) Newspapers
D) Magazines
E) All of the above
Learning Obj.: LO 4
AACSB: Analytical thinking
17) Which of the following is not an example of print media?
A) Newspaper
B) Magazine
C) Directory
D) Yellow page
E) Internet banner
Learning Obj.: LO 4
AACSB: Analytical thinking
18) The number of members of your target audience (people, businesses, households) that will be
exposed to the advertising during a given period is known as which of the following?
A) Reach
B) Frequency
C) Opportunities to see
D) Gross ratings points
E) None of the above
Learning Obj.: LO 4
AACSB: Analytical thinking
19) ________ advertising is designed to create awareness, interest, purchasing behavior, and
postpurchase satisfaction for specific products and services.
A) Product
B) Invention
C) Device
D) Merchandise
E) Artifact
Learning Obj.: LO 3
AACSB: Analytical thinking
5
20) Often, freelancers will specialize in a single aspect of integrated marketing such as
________.
A) Advertising design
B) Packaging design
C) Public relations
D) Event planning
E) All of the above
Learning Obj.: LO 3
AACSB: Analytical thinking
21) Figure 9-3 is an example of a print advertisement that incorporated the five main parts of a
print ad. Which of the following is not included in the example?
A) Headline
B) Deck
C) Copy
D) Graphics
E) Port
Learning Obj.: LO 4
AACSB: Application of knowledge
22) Often, ________ can provide free or reduced-cost services.
A) Suppliers
B) Trade associations
C) Media
D) All of the above
E) None of the above
Learning Obj.: LO 3
AACSB: Analytical thinking
23) TV advertising rates are comparatively ________ to other media.
A) High
B) Low
C) Equal
D) Identical
E) Inexpensive
Learning Obj.: LO 4
AACSB: Analytical thinking
6