1) Which of the following is the methodology that a manufacturer of computer game
software could use to test the concepts applied to create an ad to appeal to preteens?
A.A split-run test
B.A storyboard
C.The Delphi technique
D.Computer simulation
E.A focus group
2) According to attribution theory, a consumer who purchases a product on promotion
may not repurchase it because the:
A.purchase behavior is attributed to an external incentive.
B.relationships between promotions and attitudes are weak.
C.primary reinforcement is the brand, and not the promotional incentive.
D.consumers typically possess high brand loyalty.
E.purchase is internally motivated and unaffected by an external stimulus.
3) The Grand Thornton’s print ad states that, “If you have a passion for accounting and
want to work with others who share that passion, you might be interested in the Grant
Thornton accounting firm.” This is an example of:
A.direct-response advertising.
B.corporate image advertising.
C.cause-related advertising.
D.advocacy advertising.
E.event sponsorship.
4) The primary objective of _____ is to develop a framework that will deliver a
message to the target audience in the most efficient, cost-effective manner possible.
A.media planning
B.market segmentation
C.target marketing
D.organizational planning
E.a communication hierarchy
5) Which of the following statements is true of personal selling on the Internet?
A.Websites are ineffective in enhancing and supporting the personal selling effort.
B.The Internet cannot be detrimental to those involved in personal selling in the
business-to-business market.
C.The low-cost and high-reach advantages of personal selling are allowing companies
to increase new hires to expand their existing sales forces.
D.Customers can determine if a company’s offering satisfies their needs through trial
demonstrations or samples offered online.
E. The disadvantage of personal selling on the Internet is that it is time-consuming and
it also incurs additional costs.
6) In terms of the alternative evaluation stage of the consumer decision-making process,
how you feel when you wear new shoes, the perception of how others like your new
hair style, and how a recent weight-loss makes you feel about yourself are all examples
of:
A.functional consequences.
B.psychosocial consequences.
C.mnemonics.
D.heuristics.
E.physiological consequences.
7) The primary purpose of _____ is to communicate, create goodwill, and improve
customer satisfaction and loyalty.
A.sales promotion
B.direct marketing
C.public relations
D.internal marketing
E.advertising
9) Which of the following is true of marketing objectives?
A.The only aim of a firm’s marketing objectives revolves around buying the right media
at the right price.
B.They are usually defined in terms of specific outcomes such as sales volume, market
share, profits, or return on investment.
C.They are stated only in a company’s communication plan.
D.They are statements of what various aspects of the IMC program will accomplish and
how a message will be delivered to the target audience.
E. The only aim of a firm’s marketing objective is to communicate information or a
selling message about a product or service to the target audience.
10) Advertising appeals that focus on functional or utilitarian needs and emphasize
product features and benefits are known as _____ appeals.
A.informational
B.emotional
C.fear
D.creative
E.non-cognitive
11) According to McCann-Erickson’s concept of emotional bonding, the most basic
relationship a consumer has with a brand is how he or she thinks about the:
A.emotional ties he or she has with the product and/or brand.
B.brand personality.
C.product benefits.
D.product rank in the market.
E.market share of the product.
12) Marketers often use mass communications as an alternative to personal selling.
Which of the following is a reason for this?
A.Need for personalized communication
B.High cost per sales call
C.Low success rate of personal selling
D.Need for tailored marketing messages
E.High level of distraction in personal selling