MKT304

What is the purpose of a subhead in a print advertisement?
A. To provide a visual element
B. To enhance readability and highlight key points
C. To deliver the main advertising message
D. To create brand identity

B

Which of the following is a guideline for evaluating creative output?
A. Creative approach must focus on humor
B. Creative approach should be consistent with marketing objectives
C. Emphasize quantity over quality in messaging
D. Prioritize visual elements over all other aspects

B

What is the main feature of a "slice of life" advertising execution?
A. Demonstrates product features using scientific data
B. Portrays a relatable problem and its solution
C. Uses humor to attract attention
D. Focuses on emotional storytelling

B

John wants to build curiosity, interest, and/or excitement about his new cosmetic product by making people talk about it, but not actually showing it. According to the book, what ad should he use?
A. Transformational ad
B. Informational ad
C. Teaser ad
D. Emotional ad

C

Corona's "Find Your Beach" and "Corona Gets Its Lime" campaigns are excellent campaigns as they are designed to preserve Corona's iconic beach image while extending the Corona state of mind beyond the sun,sand, and surf. According to the book, this is most likely an example of
A. rational ad
B. informational ad
C. transformational ad
D. humorous ad

C

The ad for ELVIVE Total Repair 5 discusses how the use of its product can help repair damaged hair. This is most likely to be an example of execution styles.
A. straight-sell message
B. scientific/ technical evidence
C. slice of life
D. animation

B

Why do companies carefully select individuals to deliver their selling messages?
A. To ensure the message is communicated directly to the target audience
B. To maximize the influence of the message
C. To avoid using expensive advertising channels
D. To increase the number of advertisements produced
E. To simplify the sales presentation process

B

Which of the following statements best describes the difference between personal selling and advertising in terms of persuasion?
A. Personal selling is less flexible and powerful than advertising.
B. Advertising can adapt to the customer's needs during the communication process.
C. Personal selling allows for more flexibility and adaptation to customer needs compared to advertising.
D. Advertising is designed for one-on-one interactions, whereas personal selling targets large audiences.

C

What are the four elements of the marketing mix?
A. Product, price, place, promotion.
B. Product, packaging, pricing, publicity.
C. Promotion, publicity, pricing, place.
D. Product, place, publicity, promotion.

A

How is "value" defined in the context of marketing?
A. The product's popularity with low cost.
B. The customer's perception of all the benefits of a product or service weighed against all the costs of acquiring and consuming it.
C. The brand's market share and reputation.
D. The company's profitability.

B

What is the focus of market-driven companies today?
A. One-time exchanges with customers.
B. Developing and sustaining relationships with their customers.
C. Increasing short-term profits.
D. Reducing product prices.

B

What defines a national newspaper?
A. It is published only once a week
B. It has a local circulation and editorial content
C. It has national circulation and editorial content with nationwide appeal
D. It includes magazine-type supplements

C

How can magazines provide geographic selectivity to advertisers?
A. By using high-quality paper stock
B. Through digital editions only
C. By offering regional or metropolitan editions
D. By publishing special-interest content

C

What is a major challenge faced by newspapers in the digital age?
A. Increasing advertising revenue
B. Expanding printed editions
C. Competition from other media, including digital platforms
D. Increasing readership among older adults

C

What is "classified advertising" in newspapers?
A. Advertisements that use visual devices in addition to copy text
B. Ads are arranged under subheads according to the product or service being advertised
C. Special ads used for government reports
D. Preprinted inserts provided by advertisers

B

Which example illustrates how Maslow's theory can be applied to advertising?
A. A car ad that highlights its fuel efficiency to appeal to cost-conscious consumers
B. A Volvo ad focusing on the car's safety features to appeal to consumers' security needs
C. A smartphone ad that emphasizes the brand's eco-friendly materials
D. A home appliance ad that emphasizes its ease of use for busy families

B

Which of the following best describes a situation where a purchase decision is made with minimal information and little deliberation?
A. Routine response behavior
B. Impulse buying
C. Complex buying behavior
D. Limited problem solving

A

In Maslow's hierarchy, which need is associated with the desire for security and safety from physical harm?
A. Social/love and belonging needs
B. Esteem needs
C. Physiological needs
D. Safety needs
E. Self-actualization needs

D

What is a major benefit of having specific objectives for an IMC program?
A. It allows for the exclusion of external research specialists.
B. It simplifies the budgeting process for each promotional activity.
C. It serves as a common base for discussing issues and coordinating actions.
D. It ensures that promotional activities are executed without any written documentation.

C

What is the benefit of using the objective and task approach with communications objectives for budgeting?
A. It provides a theoretical solution to all budgeting problems.
B. It eliminates the need for any combination of budgeting methods.
C. It ties measures of effectiveness to communications objectives, improving the budgeting process.
D. It focuses solely on traditional advertising methods without considering other elements.

C

What is considered an effective reach in media planning?
A. 1 exposure
B. 2 to 3 exposures
C. 3 to 10 exposures
D. 10 to 20 exposures

C

What is the 'pulsing' method in media scheduling?
A. A continuous pattern of advertising
B. Intermittent periods of advertising and no advertising
C. A combination of continuity and flighting with increased efforts at times
D. A method used only for seasonal products

C

Sarah is a media planner who wants to place an advertisement on two reality shows on two different channels on TV to avoid the overlap of exposure. This is most likely an example of
A. Avoidance of duplicated reach
B. Avoidance of unduplicated reach
C. Avoidance of frequency
D. Avoidance of recency

A

What does CPM stand for in media cost analysis?
A. Cost Per Million
B. Cost Per Media
C. Cost Per Minute
D. Cost Per Thousand

D

Waste coverage is
A. media coverage that reaches people who are not potential buyers and/or users.
B. media coverage that reaches people who are potential buyers and/or users.
C. media coverage that reaches people who are current buyers and/or users.
D. media coverage that reaches people who are potential buyers and/or prospects.

A

What is the primary role of support media in an Integrated Marketing Communications (IMC) program?
A. To replace traditional advertising methods
B. To deliver communications and promote products and services through nontraditional channels
C. To increase social media engagement
D. To enhance online advertising campaigns

B

Which of the following is an advantage of transit advertising?
A. High reach
B. Increase audience mood
C. High frequency of exposure
D. Limited geographic flexibility

C

What type of advertising involves airplanes pulling banners or skywriting?
A. Mobile billboards
B. Transit advertising
C. Aerial advertising
D. Digital out-of-home advertising

C

Which of the following is a disadvantage of promotional product marketing?
A. High recall
B. Low cost
C. Lead time
D. High frequency

C

Which of the following is a form of Digital Out of Home (DOOH) media?
A. Magazine ads
B. Video advertising networks
C. Radio commercials
D. Online banner ads

B

Which of the following is a key benefit of using promotional products for advertising?
A. They offer broad geographic coverage
B. They are always free for consumers
C. They generate goodwill in the receiver
D. They can replace other forms of advertising

C

What is a significant disadvantage of transit advertising regarding reach?
A. It is only effective in urban areas
B. It is highly selective in targeting specific demographics
C. It has limited exposure in rural and suburban areas
D. It is too expensive for most advertisers

C

What are 2 central determinants of creativity in advertising?
A. Impact and relevance
B. Divergence and relevance
C. Divergence and impact
D. Impact and excitement

B

When considering the message structure, you should put the strongest arguments___or___in message but not in___
A. the middle, early, late
B. early, late, the middle
C. early, the middle, late
D. early, late, the beginning

B

What is the first step in Young's Model of the Creative Process?
A. Incubation
B. Illumination
C. Immersion
D. Reality or verification

C

According to the book, during the creative process, who is in charge of conducting research and gathering relevant information about the client's?
A. Account executive
B. Art director
C. Copywriter
D. Account planner

D

What provides the basis for the development of marketing strategies in a marketing program?
A. Marketing objectives
B. Corporate strategy
C. Marketing research
D. Resource allocation

A

What is required for the development of a marketing program?
A. In-depth analysis of the competition
B. In-depth analysis of the market
C. In-depth analysis of the company's finances
D. In-depth analysis of global trends

B

What problem does geographic selectivity pose for local TV advertisers?
A. It limits their ability to reach regional markets
B. It forces them to advertise beyond their immediate area
C. It increases their production costs
D. It prevents them from reaching a large audience

A

Why do many advertisers believe shorter commercials can be effective?
A. They allow for more detailed product demonstrations
B. They are more likely to be remembered by viewers
C. They deliver a message more cost-effectively
D. They take up less airtime, reducing clutte

C

What device is used to record the channels/programs which are watched and by whom in Nielsen ratings ?
A. DVR
B. People meter
C. Portable People Meter (PPM)
D. Cume

B

Which method of buying TV time involves the advertiser being responsible for the entire program's content and advertising?
A. Spot announcement
B. Syndication
C. Sponsorship
D. Participation

C

Which type of radio advertising provides greater flexibility in selecting markets and airtime?
A. Network radio
B. Satellite radio
C. Spot radio
D. Digital radio

C

In advertising, what often determines the effectiveness of a message rather than the actual words used?
A. The length of the advertisement
B. The color scheme of the ad
C. The impression or image the ad creates
D. The number of words in the message

C

What aspect of the message is referred to as 'content'?
A. The overall design of the advertisement
B. The channel through which the message is delivered
C. The information and/or meaning contained in the message
D. The target audience for the message

C

Which element refers to the way the message is put together to deliver the intended meaning?
A. Message structure and design
B. Message delivery channel
C. Message appeal
D. Message encoding

A

What aspect of communication is emphasized as a major barrier for marketers?
A. The speed of message delivery
B. Language differences and linguistic nuances
C. The variety of marketing channels used
D. The aesthetic design of advertisements

B

Why is it important for marketers to select a credible and relatable spokesperson?
A. To ensure the communication is understood and positively received by the target audience
B. To limit the advertising budget
C. To use more complex language and symbols
D. To measure the effectiveness of the communication
E. To make the advertisement more expensive

A

Why is understanding linguistic nuances important for marketers?
A. To minimize the cost of translation services
B. To correctly interpret and use words and symbols that influence consumer perceptions
C. To standardize marketing messages for all markets
D. To limit the number of languages used in advertisements

B

Most of the advertisements usually present only positive attributes or benefits of the products. This is an example of
A. one-sided message
B. two-sided message
C. control message
D. humorous message

A

John wants to build curiosity, interest, and/or excitement about his new cosmetic product by making people talk about it, but not actually showing it. According to the book, what ad should he use?
A. Transformational ad
B. Informational ad
C. Teaser ad
D. Emotional ad

C

Southwest Airlines uses a variation of a price appeal in its "Transfarency" campaign. The goal of the campaign is to tell consumers that, unlike other airlines, Southwest does not charge extra fees nor surprise them with hidden charges. This is most likely an example of
A. favourable price appeal
B. news appeal
C. transformational appeal
D. emotional appeal

A

What is the role of music in TV commercials?
A. To provide a factual description of the product
B. To replace the visual elements
C. To break through advertising clutter and add feeling
D. To explain technical details

C

Which execution technique involves a well-known person endorsing a product?
A. Slice of life
B. Demonstration
C. Testimonial
D. Animation

C

Disney's #Share YourEars campaign, which encourages consumers to share information about their campaign and donate to support cancer patients, is an example of the effective use of
A. teaser advertising
B. reminder advertising
C. user-generated content
D. utilitarian content

C

What is a key characteristic of native advertising?
A. It interrupts the user experience
B. It fits seamlessly into the surrounding content
C. It primarily uses pop-up ads
D. It relies on video content only

B

Which of the following statements best describes the difference between personal selling and advertising in terms of persuasion?
A. Personal selling is less flexible and powerful than advertising.
B. Advertising can adapt to the customer's needs during the communication process.
C. Personal selling allows for more flexibility and adaptation to customer needs compared to advertising.
D. Advertising is designed for one-on-one interactions, whereas personal selling targets large audiences.

C

Why might an advertiser choose to present the brand name and key selling points early in a short communication message?
A. To enhance visual appeal
B. To reduce the cost of production
C. To increase recall and retention
D. To avoid negative counterarguments

C

Why is it important to integrate various marketing communications efforts?
A. To reduce advertising costs.
B. To achieve more effective marketing communications.
C. To increase product quality.
D. To improve customer service.

B

What is one major reason for the growing importance of integrated marketing communications (IMC)?
A. Increasing manufacturing costs
B. The need to develop and sustain brand identity and equity
C. Increase in traditional marketing
D. Decrease in competition

B

What does the concept of sustainability refer to in the context of marketing?
A. Reducing advertising costs and expanding product lines
B. Meeting current needs without compromising future generations' ability to meet their needs
C. Increasing short-term profits
D. Reducing product prices

B

How do magazines and newspapers differ from broadcast media in advertising?
A. They are more intrusive
B. They allow detailed information to be processed at the reader's pace
C. They reach a broader audience
D. They are more cost-effective

B

How do magazines offer creative flexibility to advertisers?
A. By providing a variety of content
B. By allowing ads in black and white only
C. Through their ability to incorporate high-quality visuals and innovative designs
D. By offering lower rates for ad space

C

Which type of magazine is directed specifically at farmers and their families?
A. Consumer magazines
B. Business and health care publications
C. Farm publications
D. Special-interest magazines

C

How does the flexibility of newspapers benefit advertisers?
A. They allow for national distribution
B. Ads can be created and published quickly
C. They provide a wide range of digital options
D. Ads can be tailored for specific TV shows

B

How can marketers use information about consumer behavior to their advantage?
A. By determining the production costs of their products
B. By aligning their marketing strategies with consumer preferences and behaviors
C. By reducing the number of marketing stimuli at the point of purchase
D. By analyzing competitor pricing strategies exclusively

B

In Maslow's hierarchy, which need is associated with the desire for security and safety from physical harm?
A. Social/love and belonging needs
B. Esteem needs
C. Physiological needs
D. Safety needs
E. Self-actualization needs

D

What is consumer behavior primarily concerned with?
A. The production and distribution processes of products
B. The activities and processes involved in purchasing and using products and services
C. The technological advancements in marketing and the legal regulations affecting marketing practices
D. The financial performance of companies

B

What is a major benefit of having specific objectives for an IMC program?
A. It allows for the exclusion of external research specialists.
B. It simplifies the budgeting process for each promotional activity.
C. It serves as a common base for discussing issues and coordinating actions.
D. It ensures that promotional activities are executed without any written documentation.

C

Linda is considering the geographic location to promote her new shampoo product. She finds that New York has low BDI and low CDI. According to the book, these indexes mean that
A. Linda should promote the new shampoo product in New York.
B. Linda's brand is doing well in New York.
C. Linda shouldn't promote the new shampoo product in New York.
D. There is not enough data to decide whether she should promote the new product in New York.

C

Coca Cola often uses advertising during a long period of time without gaps. This is most likely to be an example of
A. continuity media scheduling
B. flighting media scheduling
C. pulsing media scheduling
D. seasonal media scheduling

A

Why marketers need to follow designed media objectives?
A. Increase production costs
B. Organize the media plan
C. Develop new products
D. Reduce advertising frequency

B

Why are creative aspects important in media strategy?
A. Because it increases production costs
B. Because it require less collaboration between teams
C. Because it enhance the impact of the message through appropriate media
D. Because it reduce the need for mood consideration

C

Media coverage that reaches people who are not potential buyers is often called
A. Inert coverage
B. Evoked coverage
C. Media coverage
D. Waste coverage

D

Which of the following is a disadvantage of promotional product marketing?
A. High recall
B. Low cost
C. Lead time
D. High frequency

C

What is a significant disadvantage of transit advertising regarding reach?
A. It is only effective in urban areas
B. It is highly selective in targeting specific demographics
C. It has limited exposure in rural and suburban areas
D. It is too expensive for most advertisers

C

What is the primary role of support media in an Integrated Marketing Communications (IMC) program?
A. To replace traditional advertising methods
B. To deliver communications and promote products and services through nontraditional channels
C. To increase social media engagement
D. To enhance online advertising campaigns

B

Which of the following is NOT a factor contributing to the success of Out of Home (OOH) advertising?
A. Increase in the number of vehicles on the road
B. Decrease in urban population
C. Increase in women in the workforce
D. Ability to remain innovative through technology

B

What problem has reduced the effectiveness of transit advertising in recent years?
A. Higher costs of ad placements
B. Decline in ridership
C. Increase in competing media
D. Poor ad quality

B

Which of the following is another name for guerrilla marketing?
A. Traditional marketing
B. Mainstream marketing
C. Viral marketing
D. Television advertising

C

Which of the following is a form of Digital Out of Home (DOOH) media?
A. Magazine ads
B. Video advertising networks
C. Radio commercials
D. Online banner ads

B

According to the book, during the creative process, who is in charge of conducting research and gathering relevant information about the client's?
A. Account executive
B. Art director
C. Copywriter
D. Account planne

D

What are the key elements of a creative brief?
A. Advertising budget and campaign duration
B. Communication objectives and target audience
C. Market analysis and competitor review
D. Media selection and scheduling

B

What is achieved through ad-to-consumer relevance?
A. Ad contains execution elements that are meaningful to consumers
B. Ad uses humor and fantasy
C. Ad contains different ideas or switches from one perspective to another
D. Ad has artistic verbal impressions or attractive shapes/colors

A

What are 2 central determinants of creativity in advertising?
A. Impact and relevance
B. Divergence and relevance
C. Divergence and impact
D. Impact and excitement

B

What device is used to record the channels/programs which are watched and by whom in Nielsen ratings ?
A. DVR
B. People meter
C. Portable People Meter (PPM)
D. Cume

B

What does the C3 rating measure?
A. Live viewership only
B. Average viewership of commercials both live and up to three days after ads are played back on DVR
C. Only the viewership of streaming content
D. Social media engagement

B

Which method involves purchasing airtime from a television network to spread messages nationally?
A. Spot advertising
B. Network advertising
C. Local advertising
D. Cable advertising

B

Which type of radio advertising provides greater flexibility in selecting markets and airtime?
A. Network radio
B. Satellite radio
C. Spot radio
D. Digital radio

C

Which of the following is NOT considered a nonpersonal channel of communication?
A. Television commercials
B. Magazine advertisements
C. Radio ads
D. Face-to-face sales presentations

D

Why is understanding linguistic nuances important for marketers?
A. To minimize the cost of translation services
B. To correctly interpret and use words and symbols that influence consumer perceptions
C. To standardize marketing messages for all markets
D. To limit the number of languages used in advertisements

B

Which element refers to the way the message is put together to deliver the intended meaning?
A. Message structure and design
B. Message delivery channel
C. Message appeal
D. Message encoding

A

Which of the following is NOT an example of noise in the communication process?
A. Distractions from technology like smartphones
B. Distortion in a television signal
C. Errors in encoding the message
D. A well-designed advertising campaign
E. Distractions during a commercial break

D

How has the Internet evolved in terms of communication channels?
A. It is exclusively a personal channel of communication
B. It is only a form of nonpersonal communication
C. It combines characteristics of both nonpersonal and personal communication
D. It is used only for nonpersonal communication
E. It only supports traditional forms of print media

C

What distinguishes nonpersonal channels of communication from personal channels?
A. Nonpersonal channels involve direct, face-to-face interaction
B. Nonpersonal channels include methods like e-mail and social media
C. Nonpersonal channels involve mass media and do not include direct, interpersonal contact
D. Nonpersonal channels are only used in local advertising

C

What is the primary thesis of the DAGMAR model developed by Russell Colley?
A. Sales volume should be the primary measure of advertising success.
B. Communications effects are the logical basis for advertising goals and objectives.
C. Advertising should focus solely on increasing market share.
D. Advertising goals should be defined based on product distribution strategies.

B

Why do many advertisers believe shorter commercials can be effective?
A. They allow for more detailed product demonstrations
B. They are more likely to be remembered by viewers
C. They deliver a message more cost-effectively
D. They take up less airtime, reducing clutter

B

When considering the message structure, you should put the strongest arguments ___or____in message but not in
A. the middle, early, late
B. early, late, the middle
C. early, the middle, late
D. early, late, the beginning

B

Which approach is used to develop a strong, memorable identity for a brand?
A. Positioning
B. Finding the inherent drama
C. Creating a brand image
D. Using a unique selling proposition

C

The ad for ELVIVE Total Repair 5 discusses how the use of its product can help repair damaged hair. This is most likely to be an example of execution styles.
A. straight-sell message
B. scientific/ technical evidence
C. slice of life
D. animation

B