Marketing Final Exam

From the consumer’s perspective the individual elements of an IMC strategy can be viewed on two axes:________ and

1. Option A

   passive and interactive; tangible and intangible.

2. Option B

   mobile marketing and direct marketing; tangible and intangible.

3. Option C

   offline and online; low cost and high cost.

4. Option D

   passive and interactive; offline and online.

5. Option E

   static and changing; offline and online.

passive and interactive; offline and online.

Regardless of the objective of an advertising campaign, each campaign’s objectives must be

1. Option A

   sincere and emotional.

2. Option B

   consistent with those of the available media.

3. Option C

   either informative or persuasive but not both.

4. Option D

   specific and measurable.

5. Option E

   designed for use in both a pull and a push strategy.

specific and measurable.

_____ are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

1. Option A

   Coupons

2. Option B

   Rebates

3. Option C

   Contests

4. Option D

   Sweepstakes

5. Option E

   Loyalty programs

Loyalty programs

Kaleo is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on

1. Option A

   the quality of his kayaks.

Option B

how much money he spends.

1. Option C

   how well he can identify his target audience.

2. Option D

   how much consumers like his ads.

3. Option E

   whether he can offer coupons.

how well he can identify his target audience.

Considering what you know about their target markets and merchandise, which retailer is least likely to have an online presence?

1. Option A

   department stores

2. Option B

   convenience stores

3. Option C

   category specialists

4. Option D

   off-price retailers

5. Option E

   full-line discount stores

convenience stores

What is considered a major consideration in determining an advertising budget?

1. Option A

   the role of advertising in overall promotional objectives

2. Option B

   if the marketing metrics include only posttesting

3. Option C

   if the appeal is emotional or informational

4. Option D

   the budgeting method used

Option E

the message of the product

the role of advertising in overall promotional objectives

Chen is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying, “South of the Border Restaurant and Motel is just 100 miles away.” Chen has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of

1. Option A

   rejection of advertising.

2. Option B

   subliminal advertising.

3. Option C

   product underwhelm.

4. Option D

   IMC strategy.

5. Option E

   the lagged effect.

the lagged effect.

The basic goal of integrated marketing communications is to

1. Option A

   communicate the value proposition to the target market.

2. Option B

   create desire.

3. Option C

   manipulate consumers.

4. Option D

   outspend competitors.

5. Option E

   increase the customer’s interest level.

communicate the value proposition to the target market.

P&G advertises its Tide brand of laundry detergent regularly throughout the year. This is an example of a(n)________ schedule.

1. Option A

   impact

2. Option B

   lifting

3. Option C

   tracking

4. Option D

   continuous advertising

Option E

pulse advertising

continuous advertising

Internet buyers are sometimes surprised to see online retailers using information about their past purchases to customize promotions targeted to them the next time they visit the retailer’s website. The retailer is using the information to

1. Option A

   comply with Homeland Security requirements.

2. Option B

   shift from a general merchandise retailer to a private-label retailer.

3. Option C

   increase the share of wallet from their best customers.

4. Option D

   create traffic in their brick-and-mortar stores.

5. Option E

   reward customer loyalty.

increase the share of wallet from their best customers.

Ginny is working on a marketing plan in which she identifies the objectives of the firm’s newest advertising campaign and clarifies a specific strategy for accomplishing those objectives. This is part of the

1. Option A

   advertising plan.

2. Option B

   pull strategy.

3. Option C

   push strategy.

4. Option D

   sales promotion plan.

5. Option E

   unique selling proposition.

advertising plan.

There is not always a direct link between a particular form of marketing communications and_______, although advertising experts wish there was.

1. Option A

   supply chain effectiveness

2. Option B

   the decoding processes

3. Option C

   a consumer’s purchase

4. Option D

   the level of noise in the IMC channel

Option E

the reach/frequency ratio

a consumer’s purchase

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

1. Option A

   effective branding requires marketers to encode messages identically for each market.

2. Option B

   each receiver decodes IMC messages in their own way.

3. Option C

   action is taken before desire and interest are determined.

4. Option D

   marketers can almost always use the same message for all audiences.

5. Option E

   messages are decoded in the manner intended by the encoder.

each receiver decodes IMC messages in their own way.

The difference between advertising and other forms of promotion is that advertising is

1. Option A

   more effective in reaching consumers than other promotions.

2. Option B

   almost always used in conjunction with consumer satisfaction surveys.

3. Option C

   a paid form of marketing communication.

4. Option D

   designed to remind consumers, while other promotions are used to persuade consumers.

5. Option E

   designed for very targeted audiences, while other promotions reach mass audiences.

a paid form of marketing communication.

Special in-store displays for magazines and chewing gum are most likely to be effective if located

1. Option A

   near the entrance to the store.

2. Option B

   near the restrooms.

3. Option C

   along the aisle or wall to the far right of the customer as he or she enters the store.

4. Option D

   near the checkout counter.

5. Option E

   in the window at the front of the store.

near the checkout counter.

Because PSAs are a special class of advertising,

1. Option A

   consumers are more likely to listen to them.

2. Option B

   court approval is required before they are aired.

3. Option C

   all advertisers contribute to them.

4. Option D

   broadcasters often devote free airtime to them.

5. Option E

   they use only the informative or reminder advertising appeals.

broadcasters often devote free airtime to them.

When a bagel shop provides tastes of new products to customers, it is called

1. Option A

   a premium.

2. Option B

   sampling.

3. Option C

   a rebate.

4. Option D

   product placement.

5. Option E

   a loyalty program.

sampling

Charlene asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message. Charlene is asking for________ data.

1. Option A

   parity and affordability

2. Option B

   sales and promotion

3. Option C

   objective-and-task

4. Option D

   rule-of-thumb

5. Option E

   frequency and reach

frequency and reach

An advantage of Internet-based technologies is they

1. Option A

   can be directed to a specific consumer.

2. Option B

   reach a larger audience.

3. Option C

   involve face-to-face contact.

4. Option D

   use the rule-of-thumb budgeting method.

5. Option E

   cut through the noise.

can be directed to a specific consumer.

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product

1. Option A

   placement.

2. Option B

   loyalty.

3. Option C

   deals.

4. Option D

   sampling.

5. Option E

   premiums.

placement

Yvonne wants to purchase a holiday gift for a colleague. She decides to buy luxury chocolates, as she knows most people enjoy them. Although she is not sure about specific products, Yvonne heads directly to a store selling Godiva chocolates, because she knows this is a high-end brand. Yvonne can be said to have

1. Option A

   brand recall.

2. Option B

   aided recall.

3. Option C

   brand preference.

4. Option D

   brand image.

5. Option E

   brand awareness.

brand awareness.

When a product has gained a certain level of brand awareness, firms use________ advertising to motivate consumers to take action.

1. Option A

   informative

2. Option B

   persuasive

3. Option C

   institutional

4. Option D

   discussive

5. Option E

   reminder

persuasive

Wholesalers sell to

1. Option A

   other distributors.

2. Option B

   manufacturers.

3. Option C

   retailers.

4. Option D

   consumers.

5. Option E

   jobbers.

retailers

Neena filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Neena?

1. Option A

   loyalty program

2. Option B

   contest

3. Option C

   deal

4. Option D

   rebate

5. Option E

   sweepstakes

sweepstakes

Barney is working on the creative design for his company’s new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should

1. Option A

   represent the main text of the ad.

2. Option B

   identify the sponsor of the ad.

3. Option C

   use jargon and complex terminology.

4. Option D

   overshadow the visual message.

5. Option E

   be short and use simple words.

be short and use simple words.

The key factor distinguishing retailers from other members of the supply chain is that they

1. Option A

   sell to consumers, businesses, and government.

2. Option B

   utilize marketing to reach consumers.

3. Option C

   use advertising to generate demand.

4. Option D

   rarely engage in personal selling.

5. Option E

   sell to customers for their personal use.

sell to customers for their personal use.

Retailers need to provide a consistent________ across all channels.

1. Option A

   availability of merchandise

2. Option B

   selling technique

3. Option C

   assortment of merchandise

4. Option D

   brand image

5. Option E

   shopping experience

brand image

Gerald wants to increase the number of visits to his insurance firm’s website, which specializes in rental insurance for college students. Gerald creates an ad to target Internet users who search for the terms “apartment,” “insurance,” and “student.” Gerald is using

1. Option A

   search engine marketing.

2. Option B

   social shopping.

3. Option C

   web-tracking software.

4. Option D

   gross rating points.

5. Option E

   the rule-of-thumb method.

search engine marketing.

An ad for Coors Lite ran six times during a recently televised football game. When measuring IMC results for this ad, six would be the________ for this telecast.

1. Option A

   frequency

2. Option B

   reach

3. Option C

   gross rating points

4. Option D

   ROI

5. Option E

   click-through rate

frequency

It is often difficult for retailers to distinguish themselves from their competitors through the merchandise they carry because

1. Option A

   they do not carry enough merchandise.

2. Option B

   consumers no longer recognize brand equity.

3. Option C

   big-box retailers are shifting into specialty store product lines.

4. Option D

   there is not enough merchandise to go around.

5. Option E

   competitors can purchase and sell many of the same popular brands.

competitors can purchase and sell many of the same popular brands.

Bruce has worked for many years reviewing and approving print ads for his firm. He has memorized a checklist of key elements to review. What item is most likely a key item on the checklist?

1. Option A

   name of advertising agency

2. Option B

   body copy

3. Option C

   creator of ad content

4. Option D

   photo credits

5. Option E

   schedule

body copy

A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a(n)

1. Option A

   specialty store.

2. Option B

   extreme-value retailer.

3. Option C

   full-line discount store.

4. Option D

   department store.

5. Option E

   convenience store.

full-line discount store.

Dennis is working on the message to convey in his firm’s advertising campaign. As a starting point, Dennis should first consider

1. Option A

   the due date for his contribution to the campaign.

2. Option B

   what problems his firm’s services solve.

3. Option C

   what competitors are doing.

4. Option D

   which media he wants to use.

5. Option E

   whether or not he uses the product being advertised.

what problems his firm’s services solve.

After identifying the target audience for the college’s new advertising campaign, the advertising team needs to decide whether the advertising objective is to________,________, or________ potential and/or existing students.

1. Option A

   create; stimulate; ignore

2. Option B

   beg; borrow; steal

3. Option C

   pay; buy; entertain

4. Option D

   inform; persuade; remind

5. Option E

   push; pull; sell

inform; persuade; remind

Macy’s, Kohl’s, and Nordstrom are examples of

1. Option A

   department stores.

2. Option B

   off-price retailers.

3. Option C

   discount stores.

4. Option D

   extreme-value stores.

5. Option E

   category specialist stores.

department stores.

Finn is creating an advertising message for his home alarm system, which is designed to appeal to consumers’ fears about home break-ins. Finn’s message will focus on a(n)________ appeal.

1. Option A

   emotional

2. Option B

   niche marketing

3. Option C

   informational

4. Option D

   institutional

5. Option E

   reminder

emotional

When developing an advertising message, the message should focus on

1. Option A

   the producer.

2. Option B

   the advertising environment.

3. Option C

   solving problems for consumers.

4. Option D

   creating investment opportunities.

5. Option E

   niche media balance.

solving problems for consumers.

Caeser is developing a budget for his firm’s IMC program. First, he sets objectives. Then, he chooses media, and finally, he determines the cost for each product to be promoted. Caeser is using the________ method of establishing an IMC budget.

1. Option A

   reach and frequency

2. Option B

   track and decode

3. Option C

   objective-and-task

4. Option D

   rule-of-thumb

5. Option E

   sender-receiver

objective-and-task

_____ must always be aligned with other elements of a retailer’s strategy in order to accurately define the value of the product and a retailer’s image.

1. Option A

   Mobile commerce

2. Option B

   Transportation

3. Option C

   Distribution

4. Option D

   Price

5. Option E

   Labeling

Price

What is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season’s new clothing?

1. Option A

   mobile marketing

2. Option B

   social marketing

3. Option C

   personal selling

4. Option D

   sales promotions

5. Option E

   advertising

mobile marketing