1) When a consumer’s internal psychological process is attitude formation, she is likely
to be in the stage of purchase decision in the decision-making process.
2) When a market is segmented based on how aware and informed the consumers are,
the variable used to choose a marketing approach is product knowledge.
3) Designated market areas (DMAs), in practice, are usually overlapping.
4) The integrated marketing communications approach calls for a centralized messaging
function so that everything a company says and does communicates a common theme
and positioning.
5) The public relations process is an ongoing process.
6) The first-run syndication market does not include shows that did not make it as
network shows.
7) Announcing company activities through social media is a web-related task for
lead-generation.
8) Ambient advertising often uses digital technology to send its messages.
9) Community members and customers of a firm are considered external because the
firm normally communicates with them in the ordinary routine of work.
10) The nonpersonal nature of advertising means that there is generally ample
opportunity for immediate feedback from the message recipient.
11) The first step in the IMC planning process is to review the marketing plan and
objectives.
12) Which of the following types of sales promotions are also called continuity
programs?
A.Point-of-purchase displays
B.Loyalty programs
C.Price-off deals
D.Dealer incentives
E.Event sponsorship programs
13) Behavioral learning theories have been criticized for:
A.focusing on providing information through subliminal learning processes.
B.using suggestive illustrations to make consumers respond to internal stimuli.
C.employing the use of violence in altering mind-body awareness.
D.emphasizing the role of internal psychological processes and basing the theories on
stimulus-response orientation.
E.assuming a mechanistic view of the consumer that puts too much emphasis on
external stimulus factors.
14) Which of the following elements of the promotional mix is defined as a paid form
of nonpersonal presentation of ideas, goods, or services by an identified sponsor using
predominantly mass media?
A.Advertising
B.Branding
C.Packaging
D.Publicity
E.Sales promotion
15) Which of the following events is considered one of the major impetuses behind the
growth of direct marketing?
A.Increase in the number of working women
B.Invention of the printing press
C.Development and expansion of the U.S. Postal Service
D.Development of multinational companies and international markets
E.Law that mandates public education
16) Which of the following is true of low-involvement advertising?
A.It involves using a strategy that is known as visual image personality.
B.It is typically used for products that require extensive evaluation.
C.It is generally considered to be an ineffective strategy.
D.It is heavily utilized by luxury automobile manufacturers.
E.It does not include mass-media advertising strategies.
17) Which of the following is an advantage of using local agencies for each national
market?
A.It provides the local subsidiary with limited freedom.
B.It improves morale in the host office.
C.It enables marketers to hire the best talent in each market.
D.It reduces diseconomies of scale.
E. It is a highly cost-efficient method.
18) Which of the following is true of direct-response advertising?
A.It encourages consumers to purchase straight from the manufacturer.
B.It targets wholesalers, retailers, and other members of the supply chain.
C.It is also known as primary-demand advertising.
D.It primarily targets professionals such as doctors, lawyers, and engineers.
E.It does not use the Internet as a means of advertising.
19) The Quarter Burger is a hamburger sold by the international fast food chain
Sammy’s Burgers. It was given the name as it contains a patty that weighs a quarter of a
pound. The burger is sold for $1 on weekdays. With reference to the various positioning
strategies, Sammy’s quarter pound burger is positioned by:
A.competition.
B.demographics.
C.product user.
D.price/quality.
E.product class.
20) Which of the following measures aids direct marketers in evaluating the relative
effectiveness of an ad based on the number of calls generated?
A.Cost per order (CPO)
B.Cost per thousand (CPM)
C.Cost per man-hour (CPMH)
D.Cost per new prospect (CPNP)
E.Sales per database name (SDN)
21) Edgars, a famous sports personality, appears in Venus Inc.’s ads in which he notes
how the company’s golf clubs have helped him win several major championships. He
also states that in his experience, the clubs have a “perfect swing.” Which of the
following types of advertising execution is illustrated in this scenario?
A.Slice-of-life
B.Testimonial
C.Demonstration
D.Scientific evidence
E.Dramatization
22) Mars Inc. printed 1,200 brochures with the intention of distributing them using a
national newspaper. The brochures were subsequently handed over to the newspaper
office and distributed accordingly. This scenario depicts the use of _____.
A.display advertising
B.classified advertising
C.a preprinted insert
D.a printacular
E.gatefold advertising
23) Which of the following statements is true about effective communication?
A.Advertising is an effective way of communication because marketers are able to tell
consumers how to interpret their messages.
B.For effective communication, marketers must understand the meanings that
consumers attach to words and symbols.
C.Effective integrated marketing communications is usually nonpersonal in nature.
D.Effective communication is unaffected by the reception environment.
E.The visual nature or color characteristic of an ad has no impact on effectiveness of
communication.