45) An advertising agency is told by the client that an advertising campaign should result in a
20% increase in sales. This is an example of:
A) marketing myopia.
B) standardization.
C) adaptation.
D) accountability.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 1-3
46) Current trends affecting marketing communications include all of the following except:
A) explosion of digital media.
B) emphasis on push marketing strategies.
C) emphasis on accountability and measurable outcomes.
D) integration of media platforms.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
47) The rise in importance of accountability and producing measurable results has led marketers
to become less reliant on television advertising and shift funds to:
A) digital and alternative communication venues.
B) pull marketing strategies.
C) integrated marketing communication firms.
D) their own marketing departments instead of advertising agencies.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
48) All of the following are trends impacting the use of integrated advertising and marketing
communications except:
A) explosion of digital media.
B) increases in perceptions of brand power.
C) changes in channel power.
D) increase in global competition.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
11
49) All of the following are trends impacting the use of integrated advertising and marketing
communications except:
A) emphasis on customer engagement.
B) increases in perception of brand parity.
C) increase in channel power by manufacturers.
D) integration of media platforms.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
50) Kraft Foods has cut traditional advertising dollars and shifted the money to digital media.
This illustrates the emerging trend of:
A) emphasis on customer engagement.
B) increases in perception of brand parity.
C) explosion of digital media.
D) integration of media platforms.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 1-3
51) Digital marketing seeks to:
A) reach consumers when they are not busy.
B) replace television as the primary method of advertising.
C) create experiences with a brand rather than mere purchases with little or no emotion.
D) decrease the level of brand parity through interactive advertising.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 1-3
52) In terms of integration of media platforms, looking at two or more screens simultaneously to
access content that is not related is:
A) content grazing.
B) investigative spider-webbing.
C) social spider-webbing.
D) quantum journey.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
12
53) John is watching a baseball game and accesses the internet to look up stats for one of the
players. In terms of integration of media platforms this illustrates:
A) content grazing.
B) investigative spider-webbing.
C) social spider-webbing.
D) quantum journey.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 1-3
54) Shantell just posted a picture of herself on the beach in Florida to Facebook. She
immediately sent a text to her dad and sister to check it out. In terms of integration of media
platforms this illustrates:
A) content grazing.
B) investigative spider-webbing.
C) social spider-webbing.
D) quantum journey.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 1-3
55) In terms of integration of media platforms, focusing on completing a task such as looking up
a retail store online then using a mobile app to locate the store while driving to it is:
A) content grazing.
B) investigative spider-webbing.
C) social spider-webbing.
D) quantum journey.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
13
56) Because retailers control shelf purchase and have access to purchase data, retailers
determine:
A) what products and brands are placed on stores shelves.
B) what marketing tools manufacturers use.
C) who has the power in the distribution channel.
D) what products manufacturers produce.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 1-3
57) Many marketing experts feel the advancement of the internet and information technology has
caused a shift in channel power:
A) from producers to wholesalers.
B) away from manufacturers.
C) from retailers to wholesalers.
D) to consumers.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 1-3
58) Buying online from Amazon.com rather than a brick-and-mortar store is an example of:
A) a power shift to the consumer.
B) a power shift to the producer.
C) a decline in the effectiveness of mass media.
D) a new form of wholesaling.
Question Tag: Application
AACSB Category: Information technology
Objective: 1-3
59) The competitive environment is now more:
A) local.
B) global.
C) concentrated.
D) regionalized.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
14
60) Brand parity is the:
A) perception that there are no real differences between major brands.
B) feeling that most advertising is false.
C) belief that all advertisers say essentially the same thing.
D) idea that brands are distinct and easy to identify.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
61) Michael buys electronic items from the closest retail store because he doesn’t think there is
much of a difference between brands. This is an example of:
A) a poor quality IMC program.
B) standardization.
C) marketing integration.
D) brand parity.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 1-3
62) When brand parity exists, consumers base purchases on:
A) advertising effectiveness, social media comments, and brand equity.
B) retail store location, price, and coupon or discount offer.
C) price, availability, promotions or other criteria.
D) information found on the internet or on social media.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
63) To combat brand parity, the marketing team at a company such as Johnson & Johnson might
claim it:
A) is developing additional products.
B) has found new customers to buy products.
C) has new locations.
D) sells superior products.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 1-3
15
64) A contact point is:
A) the place where a marketer reaches the production team.
B) the place where the product is packaged or sold.
C) a description of the effects of an advertisement.
D) a place where consumers interact with a company.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
65) All of the following are examples of customer contact points except:
A) a brand’s website.
B) a friend who recommends a brand.
C) a brand’s Instagram page.
D) a sales clerk at a retail store.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 1-3
66) A brand’s website, store display, and advertisements are examples of:
A) contact points.
B) marketing plans.
C) promotional programs.
D) marketing objectives.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
67) The push for accountability is being driven by chief executive officers, brand managers,
creatives, and account managers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
16
68) Television is becoming a more effective mass media outlet for advertising because so many
more people own TV sets and have access to cable as well as satellite.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
69) Forces that impact the field of marketing communication are the emergence of social media
and the internet.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
70) Internet-based communications have evolved from web advertisements to interactive
websites, blogs, and social media.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
71) The explosion of digital media has led many companies to shift media expenditures from
traditional media to social media.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 1-3
72) Consumers still spend more time, on the average, watching television than they do in front of
other types of screens, such as tablets and computers.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 1-3
73) In terms of integration of media platforms, investigative spider-webbing involves looking at
two or more screens simultaneously to access content that is not related.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 1-3
17