14 Aug 1.When setting the advertising budget, marketers must consider the _

1.When setting the advertising
budget, marketers must consider the ________. (Points : 5)

message details

cost of television time

cost of new product
development

stage in the product life cycle

buyer’s reaction to the
campaign

Question 2. 2.One of the
advantages of direct mail is audience selectivity. One of its limitations
is ________. (Points : 5)

its short life

poor reproduction quality

high competition

long ad purchase lead time

relatively high cost

Question 3. 3.Direct marketing
allows marketers to test different elements of an offer strategy under
real marketplace conditions. Elements of an offer strategy include
________. (Points : 5)

the copy platform

the test market

the list

the consumer response

the order

Question 4. 4.Call centers that
initiate calls to prospects and customers are called _________. (Points :
5)

teleprospecting

telesales

telecoverage

outbound telemarketing

inbound telemarketing

Question 5. 5.Marketers are
using creative and unexpected ad placements to grab consumers’ attentions
in ________ advertising. (Points : 5)

market-specific

customer-specific

space

nontraditional

place

Question 6. 6.The appeal of
public relations and publicity is based on three distinctive qualities.
These include ________, the ability to catch buyers off guard, and
dramatization. (Points : 5)

invitation

free

high credibility

exposure

low cost

Question 7. 7.Which of the
following is NOT a function of the PR department? (Points : 5)

Press relations

Product publicity

Corporate communications

Counseling

All of the above are functions performed by
the PR department.

Question 8. 8.A media vehicle’s
________ refers to its prestige and believability. People are more likely
to believe a TV or radio ad and to become more positively disposed toward
the brand when the ad is placed within a program they like. (Points : 5)

ad-placement policies

editorial quality

audience-attention
probability

audience quality

lead generation

Question 9. 9.Once the target
market is defined, the marketer needs to obtain specific names, which can
be obtained by purchasing a list of names. The better lists include
overlays of ________ and ________ information. (Points : 5)

financial; buying groups

demographic; financial

opinions; interests

demographic; attitudes

demographic; psychographic

Question 10. 10.An effectively
trained company sales force can make four important contributions:
enthusiasm building, missionary selling, key account management, and
________. (Points : 5)

customer contacts

relationship selling

direct sales contacts

increased stock position

account management

Question 11. 11.________ is
another form of word of mouth that encourages consumers to pass along
company-developed products and services or audio, video, or written
information to others online. (Points : 5)

Buzz marketing

Viral marketing

Social networking

Pay-per-click advertising

Mobile marketing

Question 12. 12.Today’s customers
expect a salesperson have deep product knowledge, to be efficient and
reliable, and to add ideas to improve the customer’s operations. These
demands are forcing companies to make higher investments in ________.
(Points : 5)

sales training

internal salespeople

management controls

premium offers

sales-force promotions

Question 13. 13.Messages
delivered by attractive or popular sources can potentially achieve higher
attention and recall. What is important is the spokesperson’s
credibility. Source credibility consists of trustworthiness, likability,
and ________. (Points : 5)

celebrity status

experience

expertise

age

reputation

Question 14. 14.Marketing
communications can contribute to brand equity by establishing the brand
in memory and ________. (Points : 5)

creating interest

communicating quality

creating demand

creating a brand image

introducing new products to
the market

Question 15. 15.________ is the
specialized knowledge that the communicator possesses to back the
advertising claim. (Points : 5)

Likeability

Source

Expertise

Trustworthiness

Faith

Question 16. 16.Television
audience size has several possible measures. These include circulation,
audience, and ________. (Points : 5)

nonexposed audience

total circulation

exposed audience

listening audience

effective audience

Question 17. 17.The ________
method of measuring event effectiveness identifies the effect sponsorship
had on consumers’ brand knowledge. (Points : 5)

incremental

supply-side

demand-side

historical

experimental

Question 18. 18.Some companies
set their promotion budget to achieve share-of-voice parity with
competitors. This is referred to as the ________ of promotions budgeting.
(Points : 5)

objective-task method

percentage-of-sales method

competitive-parity method

affordable method

comparable method

Question 19. 19.A(n) ________
appeal elaborates on a non-product-related benefit or image when
advertising a product or service. (Points : 5)

informational

destructive

involving

creative

transformational

Question 20. 20.Communication
option are often more effective when used in tandem. ________ relates to
the extent to which different associations and linkages are emphasized
across communication options. (Points : 5)

Coverage

Contribution

Commonality

Complementarity

Versatility
*

1.When setting the advertising
budget, marketers must consider the ________. (Points : 5)

message details

cost of television time

cost of new product
development

stage in the product life cycle

buyer’s reaction to the
campaignQuestion 2. 2.One of the
advantages of direct mail is audience selectivity. One of its limitations
is ________. (Points : 5)

its short life

poor reproduction quality

high competition

long ad purchase lead time

relatively high costQuestion 3. 3.Direct marketing
allows marketers to test different elements of an offer strategy under
real marketplace conditions. Elements of an offer strategy include
________. (Points : 5)

the copy platform

the test market

the list

the consumer response

the orderQuestion 4. 4.Call centers that
initiate calls to prospects and customers are called _________. (Points :
5)

teleprospecting

telesales

telecoverage

outbound telemarketing

inbound telemarketingQuestion 5. 5.Marketers are
using creative and unexpected ad placements to grab consumers’ attentions
in ________ advertising. (Points : 5)

market-specific

customer-specific

space

nontraditional

placeQuestion 6. 6.The appeal of
public relations and publicity is based on three distinctive qualities.
These include ________, the ability to catch buyers off guard, and
dramatization. (Points : 5)

invitation

free

high credibility

exposure

low costQuestion 7. 7.Which of the
following is NOT a function of the PR department? (Points : 5)

Press relations

Product publicity

Corporate communications

Counseling

All of the above are functions performed by
the PR department.Question 8. 8.A media vehicle’s
________ refers to its prestige and believability. People are more likely
to believe a TV or radio ad and to become more positively disposed toward
the brand when the ad is placed within a program they like. (Points : 5)

ad-placement policies

editorial quality

audience-attention
probability

audience quality

lead generationQuestion 9. 9.Once the target
market is defined, the marketer needs to obtain specific names, which can
be obtained by purchasing a list of names. The better lists include
overlays of ________ and ________ information. (Points : 5)

financial; buying groups

demographic; financial

opinions; interests

demographic; attitudes

demographic; psychographicQuestion 10. 10.An effectively
trained company sales force can make four important contributions:
enthusiasm building, missionary selling, key account management, and
________. (Points : 5)

customer contacts

relationship selling

direct sales contacts

increased stock position

account managementQuestion 11. 11.________ is
another form of word of mouth that encourages consumers to pass along
company-developed products and services or audio, video, or written
information to others online. (Points : 5)

Buzz marketing

Viral marketing

Social networking

Pay-per-click advertising

Mobile marketingQuestion 12. 12.Today’s customers
expect a salesperson have deep product knowledge, to be efficient and
reliable, and to add ideas to improve the customer’s operations. These
demands are forcing companies to make higher investments in ________.
(Points : 5)

sales training

internal salespeople

management controls

premium offers

sales-force promotionsQuestion 13. 13.Messages
delivered by attractive or popular sources can potentially achieve higher
attention and recall. What is important is the spokesperson’s
credibility. Source credibility consists of trustworthiness, likability,
and ________. (Points : 5)

celebrity status

experience

expertise

age

reputationQuestion 14. 14.Marketing
communications can contribute to brand equity by establishing the brand
in memory and ________. (Points : 5)

creating interest

communicating quality

creating demand

creating a brand image

introducing new products to
the marketQuestion 15. 15.________ is the
specialized knowledge that the communicator possesses to back the
advertising claim. (Points : 5)

Likeability

Source

Expertise

Trustworthiness

FaithQuestion 16. 16.Television
audience size has several possible measures. These include circulation,
audience, and ________. (Points : 5)

nonexposed audience

total circulation

exposed audience

listening audience

effective audienceQuestion 17. 17.The ________
method of measuring event effectiveness identifies the effect sponsorship
had on consumers’ brand knowledge. (Points : 5)

incremental

supply-side

demand-side

historical

experimentalQuestion 18. 18.Some companies
set their promotion budget to achieve share-of-voice parity with
competitors. This is referred to as the ________ of promotions budgeting.
(Points : 5)

objective-task method

percentage-of-sales method

competitive-parity method

affordable method

comparable methodQuestion 19. 19.A(n) ________
appeal elaborates on a non-product-related benefit or image when
advertising a product or service. (Points : 5)

informational

destructive

involving

creative

transformationalQuestion 20. 20.Communication
option are often more effective when used in tandem. ________ relates to
the extent to which different associations and linkages are emphasized
across communication options. (Points : 5)

Coverage

Contribution

Commonality

Complementarity

Versatility
*

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