Marketing Communications Practice Exam
Course Introduction
Marketing Communications explores the strategies and techniques organizations use to convey messages and engage with their target audiences. This course examines the integrated approach to communication, covering advertising, public relations, sales promotion, digital media, and direct marketing. Students will learn about the development of effective messaging, media planning, branding, consumer behavior, and the role of creativity and ethics in communication. Through case studies and practical assignments, students will gain insight into designing and evaluating comprehensive marketing communications campaigns in today's dynamic marketplace.
Recommended Textbook
M Advertising 1st Edition by William Arens1
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17 Chapters
1707 Verified Questions
1707 Flashcards
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Page 2
Chapter 1: The Evolution of Advertising
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100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/54267
Sample Questions
Q1) In 2005,Comcast created AZN,a network for Asian Americans.What type of strategy did Comcast use when it found this unique group of consumers who were not being currently reached by a cable station devoted to their specific needs?
A)Positioning
B)De-marketing
C)Product differentiation
D)Market aggregation
E)Market segmentation
Answer: E
Q2) Advertising is just one type of marketing communications tool.
A)True
B)False
Answer: True
Q3) What is the ultimate goal of the marketing process?
Answer: The ultimate goal of the marketing process is to earn a profit by consummating the exchange of goods or services with those customers who need or want them.
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Chapter 2: The Economic,Social,and Regulatory Aspects of Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) According to the owner of NPC & Associates,Maryland's largest African-American-owned ad agency,"If you were to come from another planet and watch American television,you would think that all black people did was play basketball and hang out on street corners and do rap music." He is accusing advertising of:
A)making consumers too materialistic.
B)being excessive.
C)manipulating people into buying things they don't need.
D)being deliberately deceptive.
E)perpetuating stereotypes.
Answer: E
Q2) The largest of the U.S.business-monitoring organizations is the Better Business Bureau.
A)True
B)False
Answer: True
Q3) According to the abundance principle,what two important functions does advertising perform?
Answer: Advertising keeps consumers informed of their selection alternatives.It also allows companies to compete more effectively for consumers.
Page 4
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Chapter 3: The Business of Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) What is probably the greatest disadvantage associated with in-house ad agencies?
A)Loss of revenues
B)Adherence to the organizational mission
C)Reluctant acknowledgement by the mass media
D)Loss of objectivity
E)Staff-line relationships
Answer: D
Q2) Which of the following designs Web pages and ads which are both effective and efficient?
A)Production house
B)Art house
C)Internet boutique
D)Art agency
E)Web design house
Answer: E
Q3) One of the ways to organize a centralized advertising department is by the sub-function of advertising.
A)True
B)False
Answer: True
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Chapter 4: Segmentation,Targeting,and the Marketing Mix
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) What is the next step for a marketer once market segmentation has been done?
A)Target marketing process
B)Budgeting process
C)Creating brand equity
D)Selection of the promotional objectives
E)Competitive assessment
Q2) When the pharmaceutical companies began advertising directly to consumers,it was an example of ____.The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.
A)indirect consumer marketing
B)promotion equity
C)scrambled promotion
D)a push strategy
E)a pull strategy
Q3) Purchase occasion is one way marketers create benefit segmentation.
A)True
B)False
Q4) List the four variables used in behavioristic segmentation.
Q5) What do you understand by 'utility' of a product?
Q6) What is marcom? What are the tools used in marketing communications?
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Chapter 5: Communication and Consumer Behavior
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) As Ross has a keen sense of smell and an extraordinary sense of taste,it can be said that his physiological screens are superior to what most people have.
A)True
B)False
Q2) The magazine cover showed most viewers an exciting photograph of how a brave,skillful cowboy won the bull-riding event at a national rodeo.Because of her strong feelings about the safety of animals,Kaye saw the picture as fostering cruelty to animals._____ prevented her from seeing the athleticism in the rodeo event.
A)Physiological filtering
B)Stimulus blocking
C)Selective perception
D)Perceptual blocking
E)Cognitive dissonance
Q3) Define consumer behavior.
Q4) Conditioning theory of learning applies more to the simple,basic and low involvement purchases that the consumers make every day.
A)True
B)False
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Chapter 14: Out-Of-Home, Direct Mail, and Specialty Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) An MIS (Marketing Information System)is a:
A)set of procedures used to generate information for decision making.
B)process used to make sure that none of the steps in the research process is ignored.
C)hierarchical chart for categorizing the relevance of different types of data.
D)process used to assess and prioritize internal environmental strengths,weaknesses,opportunities and threats.
E)set procedures used for gathering information and converting it into secondary data.
Q2) A marketing research firm is testing consumer reaction to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product.The firm has found that different samples from the same general population give remarkably different survey results.With certainty,it can be said that the firm's test lacks:
A)reliability.
B)distinctiveness.
C)clarity.
D)standardization.
E)validity.
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Page 8
Chapter 7: Marketing,Advertising and IMC Planning
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Small firms with limited capital typically budget using all-available-funds method.
A)True
B)False
Q2) Hops Grillhouse & Brewery,formerly known as Hops Restaurant/Bar/Brewery,unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality,freshness and grilled tastes as well as an array of aromas,textures and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy.
A)segmentation design
B)positioning
C)market segmentation
D)marketing mix
E)diversification
Q3) With integrated marketing communications,advertisers are able to cultivate identical relationships with its various stakeholders.
A)True
B)False
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Chapter 8: Creating ADS: Strategy and Process
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) According to the creative pyramid,the first step in copywriting and art design is to:
A)get the prospect's interest.
B)attract the prospect's attention.
C)make the prospect aware of the product category.
D)make the prospect aware of the brand name.
E)create a communications medium.
Q2) How do the creatives establish credibility for their advertised good or service?
Q3) Picture an ad for a radio station showing two distinct commuters in their cars listening to drive-time radio.One has a blissfully content smile on her face,while the other looks exceedingly concerned and stressed.The announcer says,"One of these commuters is relaxing to Soft Rock 94.Can you guess which one?" According to the creative pyramid,this type of comparative advertising can be used to build an ad's:
A)desire.
B)awareness.
C)interest.
D)credibility.
E)attention.
Q4) What are the three components of the message strategy?
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Page 10
Chapter 9: Creative Execution: Art and Copy
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Effective television commercials should:
A)let the audio carry most of the weight.
B)avoid the use of demonstrations.
C)make the message complex.
D)begin at the finish.
E)let the pictures speak for themselves.
Q2) The headline for an ad for Swanson's chicken broth reads,"Make chicken soup as good as grandma's." This headline is not only a command headline,but it is also designed to be a(n)_____ headline.
A)informative
B)provocative
C)device
D)question
E)benefit
Q3) A dummy is a rough,rapidly produced pencil sketch that is used for trying out ideas.
A)True
B)False
Q4) What are the two columns in a TV script?
Q5) List the eight basic formats for radio and TV commercials.
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Chapter 10: Producing ADS
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) What kind of control does a commercial producer have in a studio that he/she does not have on location?
Q2) What are the three major categories of production techniques for television spots?
Briefly describe each.
Q3) The first step in the classic manual preproduction process for a print ad begins when:
A)an advertising budget is established.
B)roughs or comprehensive layouts are submitted to the production department.
C)storyboards are shown to the advertiser for approval.
D)the ad concept is approved.
E)the product's feature,benefits,and advantages are determined.
Q4) What are the three phases in the process of producing a recorded radio commercial?
Q5) _____ is the art of selecting and setting type.
A)Graphic printing
B)Typography
C)Wordsmithing
D)Typecasting
E)Print design
Q6) What is the difference between line art and halftone screens?
Page 12
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Chapter 11: Print Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) "Lumberman" is targeted at people who use and operate sawmills.The publication is only read by people in this field and is,therefore,an example of a(n)_____ publication.
A)vertical
B)VMS
C)demographic
D)integrated
E)audience-selective
Q2) In controlled circulation,the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.
A)True
B)False
Q3) The two basic physical sizes of newspaper formats are:
A)normal size and pocket-size.
B)insert size and oversize.
C)oversize and carrier size.
D)standard size and tabloid.
E)gatefold and standard size.
Q4) What type of rate do most national newspapers charge their advertisers?
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Chapter 12: Electronic Media: Television and Radio
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) In an average quarter-hour,the total listening audience in Lincoln is 35,600.If radio station WLCN has an average quarter-hour listenership of 6,800,what is WLCN's average quarter-hour share?
A)19.1 percent
B)47.65 percent
C)52.35 percent
D)80.9 percent
E)81.25 percent
Q2) One of the disadvantages that commonly plagues advertisers on contemporary cable television is:
A)audience fragmentation.
B)high cost.
C)narrowcasting.
D)inability to pretest ads.
E)ad burnout.
Q3) Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials.
A)True
B)False
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Page 14
Chapter 13: Digital Interactive Media
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) A(n)_____ is used to give background information about an organization,product,or service whereas a(n)_____ is used primarily to sell a product or service.
A)interstitial;Web site
B)Web site;cookie
C)cookie;interstitial
D)corporate site;commerce site
E)commerce site;ad network
Q2) To introduce Microsoft's xBox video game Halo 2,the director of marketing for Microsoft Game Studios created a complex marketing scheme that began online with an apparent War of the Worlds-style invasion.A beekeeper's Web site,ilovebees.com,appeared to have been overtaken by the evil force-the Covenant with the hopes that people who visited the site would send their friends to the site.This was an example of:
A)viral marketing.
B)a meta ad.
C)marquee banner advertising.
D)spam.
E)an interstitial.
Q3) What is the simplest definition for viral marketing?
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Page 15
Chapter 14: Out-Of-Home, Direct Mail, and Specialty Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) ______ is a category of out-of-home media that includes bus and taxicab advertising.
A)Product placement
B)Advertising integration
C)Transportation advertising
D)Transit advertising
E)Geographic advertising
Q2) One of the main reasons to the declining popularity of outdoor advertising is excessive ad clutter.
A)True
B)False
Q3) The owner of a Hispanic-oriented grocery store wants to place inside cards over the door of the city's buses.To keep advertising costs down,the dealer can:
A)insist on a full showing.
B)print different ads on both sides of the card and order the card reversed after 60-days to save paper and shipping charges.
C)get a refund if sales goals are not met.
D)share the advertising costs with a competitor.
E)place only one inside card in each bus.
Page 16
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Chapter 15: Media Planning and Buying
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The advertising response curve is S-shaped.
A)True
B)False
Q2) Assume 5,500 people heard a local radio ad for the Dogwood Homecoming Festival three times during a two-week period and another 6,000 heard it once during the same period.Calculate gross impressions for the schedule.
Q3) Only unduplicated users increase a campaign's reach.
A)True
B)False
Q4) In spring 2007,Irwin Gotlieb crafted a $1 million pact with NBC Universal (NBCU)that changed the age-old model of how TV ads are bought: The bigger the hit,the more you pay.With DVRs allowing people to skip commercials,Gotlieb decided that a show's popularity no longer mattered.He told NBC executives that he would pay based on who was watching the commercials.Gotlieb is an example of a(n):
A)ad traffic department head.
B)art director.
C)media director.
D)media buyer.
E)audience planner.
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Chapter 16: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Personal selling is one of the most expensive medium of promotion.
A)True
B)False
Q2) The maker of 'Behr' paints is offering supermarkets a one-month deal,which allows hardware and do-it-yourself stores to purchase its paints at 25 percent off the regular price.The paint manufacturer hopes supermarkets will pass along these savings to consumers in the form of "specials".Assume buyers for a small regional chain of hardware retailers have purchased enough Behr paint to last the chain for the next five months.This chain is engaging in:
A)a tying agreement.
B)forward buying.
C)diverting.
D)front loading.
E)backwards buying.
Q3) Any media can be used for direct-response advertising.
A)True
B)False
Q4) What benefits would a convenience store retailer realize if it offered its customers an opportunity to participate in some type of game?
Page 18
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Chapter 17: IMC: Public Relations, Sponsorship, and Corporate Advertising
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Public relations professionals see marketing as the umbrella process that companies use to determine what goods and service the market needs and how to distribute and sell them.
A)True
B)False
Q2) The Rome Braves,a Minor League Baseball team,plays its home games in State Mutual Stadium,named for and sponsored by the insurance company.This is an example of:
A)venue marketing.
B)reputation marketing.
C)guerrilla marketing.
D)ambush marketing.
E)reactive marketing.
Q3) Why do public relations (PR)practitioners often engage in speechwriting?
Q4) Admittedly,house organs are extremely expensive.Why do companies continue to produce them?
Q5) What is ambush marketing and how is it used?
Q6) A media kit is the most widely used public relations (PR)tool.
A)True
B)False Page 19
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Page 20