14 Aug Part 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsWhich of the fo

Part 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsWhich of the following elements of the marketing communication mix involves use of mail, telephone, fax, email, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?A. Advertising B. Personal selling C. Direct marketing D. Public relationsQuestion 2 of 20 5.0/ 5.0 Points__________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.A. Puffery B. Boasting C. Pseudo promotion D. DoublethinkQuestion 3 of 20 5.0/ 5.0 PointsThe weighted number of exposures (WE. of an advertising message over a given medium is given by:A. WE = reach * frequency. B. WE = (reach * frequency. / impact. C. WE = reach * frequency * impact. D. WE = (reach + frequency. / impact.Question 4 of 20 5.0/ 5.0 PointsWhich of the following is an example of an advertising platform?A. Posters and leaflets B. Company magazines C. Fairs and trade shows D. Sales presentationsQuestion 5 of 20 5.0/ 5.0 PointsAn __________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.A. advertising medium B. advertising objective C. advertising channel D. advertising budgetQuestion 6 of 20 5.0/ 5.0 PointsWhich of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?A. Television B. Radio C. Newspapers D. MagazinesQuestion 7 of 20 5.0/ 5.0 PointsIn __________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer’s product or consumption interests.A. paid searches B. pop-up advertising C. display advertising D. banner marketingQuestion 8 of 20 5.0/ 5.0 PointsThe Internet provides marketers and consumers with opportunities for much greater interaction and __________ than other marketing channels.A. control B. data security C. high involvement selling D. individualizationQuestion 9 of 20 5.0/ 5.0 PointsWhich of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?A. Advertising B. Direct marketing C. Public relations D. Sales promotionQuestion 10 of 20 5.0/ 5.0 Points__________ aims to stimulate repeat purchase of products and services.A. Reinforcement advertising B. Comparative advertising C. Persuasive advertising D. Reminder advertisingQuestion 11 of 20 5.0/ 5.0 PointsWhich of the following is an element of an offer strategy?A. The medium used for delivery B. The number of customers in the locality C. The vision of the company D. The skills required for productionQuestion 12 of 20 5.0/ 5.0 PointsMarketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of:A. brand knowledge. B. purchase patterns. C. demographic characteristics. D. income levels.Question 13 of 20 5.0/ 5.0 PointsAccording to researchers, which of the following is the correct order in which content of print advertisements matter?A. Picture-headline-copy B. Copy-picture-headline C. Headline-copy-picture D. Picture-copy-headlineQuestion 14 of 20 5.0/ 5.0 PointsPeople who know and communicate with a great number of other people are called:A. buzzers. B. connectors. C. informants. D. stickers.Question 15 of 20 5.0/ 5.0 PointsWhich of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?A. Interest B. Evaluation C. Trial D. AwarenessQuestion 16 of 20 5.0/ 5.0 PointsWhich of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?A. It discourages stability when competing firms spend approximately the same percentage of their sales on communications. B. By using a percentage-of-sales method, communication expenditures tend to be extremely high irrespective of what a company can afford. C. It discourages management from thinking of the relationship among communication cost, selling price, and profit per unit. D. Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes with long-range planning.Question 17 of 20 5.0/ 5.0 PointsA banner ad is a(n.:A. large ad shown on the screen for complementary products. B. advertisement that appears before displaying a web page. C. advertisement that comes up when viewing a website. D. small, rectangular box containing text and perhaps a picture.Question 18 of 20 5.0/ 5.0 PointsThe original and oldest form of direct marketing is:A. billboards. B. banner advertising. C. mail campaigns. D. field sales calls.Question 19 of 20 5.0/ 5.0 Points__________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.A. Frequency B. Reach C. Width D. DepthQuestion 20 of 20 5.0/ 5.0 PointsWhich of the following media timing factors expresses the rate at which new customers enter the market?A. Buyer turnover B. Purchase frequency C. Media reach D. Weighted number of exposuresPart 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsWhich of the following elements of the marketing communication mix involves use of mail, telephone, fax, email, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?A. Advertising B. Personal selling C. Direct marketing D. Public relationsQuestion 2 of 20 5.0/ 5.0 Points__________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.A. Puffery B. Boasting C. Pseudo promotion D. DoublethinkQuestion 3 of 20 5.0/ 5.0 PointsThe weighted number of exposures (WE. of an advertising message over a given medium is given by:A. WE = reach * frequency. B. WE = (reach * frequency. / impact. C. WE = reach * frequency * impact. D. WE = (reach + frequency. / impact.Question 4 of 20 5.0/ 5.0 PointsWhich of the following is an example of an advertising platform?A. Posters and leaflets B. Company magazines C. Fairs and trade shows D. Sales presentationsQuestion 5 of 20 5.0/ 5.0 PointsAn __________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.A. advertising medium B. advertising objective C. advertising channel D. advertising budgetQuestion 6 of 20 5.0/ 5.0 PointsWhich of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?A. Television B. Radio C. Newspapers D. MagazinesQuestion 7 of 20 5.0/ 5.0 PointsIn __________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer’s product or consumption interests.A. paid searches B. pop-up advertising C. display advertising D. banner marketingQuestion 8 of 20 5.0/ 5.0 PointsThe Internet provides marketers and consumers with opportunities for much greater interaction and __________ than other marketing channels.A. control B. data security C. high involvement selling D. individualizationQuestion 9 of 20 5.0/ 5.0 PointsWhich of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?A. Advertising B. Direct marketing C. Public relations D. Sales promotionQuestion 10 of 20 5.0/ 5.0 Points__________ aims to stimulate repeat purchase of products and services.A. Reinforcement advertising B. Comparative advertising C. Persuasive advertising D. Reminder advertisingQuestion 11 of 20 5.0/ 5.0 PointsWhich of the following is an element of an offer strategy?A. The medium used for delivery B. The number of customers in the locality C. The vision of the company D. The skills required for productionQuestion 12 of 20 5.0/ 5.0 PointsMarketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of:A. brand knowledge. B. purchase patterns. C. demographic characteristics. D. income levels.Question 13 of 20 5.0/ 5.0 PointsAccording to researchers, which of the following is the correct order in which content of print advertisements matter?A. Picture-headline-copy B. Copy-picture-headline C. Headline-copy-picture D. Picture-copy-headlineQuestion 14 of 20 5.0/ 5.0 PointsPeople who know and communicate with a great number of other people are called:A. buzzers. B. connectors. C. informants. D. stickers.Question 15 of 20 5.0/ 5.0 PointsWhich of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?A. Interest B. Evaluation C. Trial D. AwarenessQuestion 16 of 20 5.0/ 5.0 PointsWhich of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?A. It discourages stability when competing firms spend approximately the same percentage of their sales on communications. B. By using a percentage-of-sales method, communication expenditures tend to be extremely high irrespective of what a company can afford. C. It discourages management from thinking of the relationship among communication cost, selling price, and profit per unit. D. Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes with long-range planning.Question 17 of 20 5.0/ 5.0 PointsA banner ad is a(n.:A. large ad shown on the screen for complementary products. B. advertisement that appears before displaying a web page. C. advertisement that comes up when viewing a website. D. small, rectangular box containing text and perhaps a picture.Question 18 of 20 5.0/ 5.0 PointsThe original and oldest form of direct marketing is:A. billboards. B. banner advertising. C. mail campaigns. D. field sales calls.Question 19 of 20 5.0/ 5.0 Points__________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.A. Frequency B. Reach C. Width D. DepthQuestion 20 of 20 5.0/ 5.0 PointsWhich of the following media timing factors expresses the rate at which new customers enter the market?A. Buyer turnover B. Purchase frequency C. Media reach D. Weighted number of exposures

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