Marketing Communications Test Preparation
Course Introduction
Marketing Communications explores the strategic role of communication in the marketing process, emphasizing the integration of various promotional tools to deliver consistent messages to target audiences. The course covers the principles and practices of advertising, public relations, sales promotion, direct marketing, digital and social media, and personal selling. Students learn how to develop effective communication plans, analyze consumer behavior, and evaluate the impact of marketing communications on brand awareness and customer relationships. Through case studies and practical assignments, the course prepares students to design and implement integrated marketing communications strategies in a rapidly evolving marketplace.
Recommended Textbook
Advertising and Promotion An Integrated
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20 Chapters
2061 Verified Questions
2061 Flashcards
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Page 2
Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) A company that uses an in-house agency might turn its advertising and promotion tasks over to an outside agency to:
A)get more control over the advertising process.
B)save money.
C)get an objective.
D)make coordination of the advertising and promotional process easier.
E)save media commissions.
Answer: C
Q2) A(n)_____ is an agency that specializes in and provides only creative services.
A)creative boutique
B)full-service agency
C)in-house advertising agency
D)decentralized organizational system
E)media boutique
Answer: A
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Chapter 2: Perspectives on Consumer Behavior
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) The ad for Riverside Military Academy (RMA)states,"RMA sets standards that enable young men to achieve extraordinary excellence for a lifetime of accomplishments." In other words,students attending RMA will satisfy their ______ needs as defined by Maslow's hierarchy.
A)physiological
B)social
C)self-actualization
D)esteem
E)safety
Answer: C
Q2) Lower level needs such as hunger and thirst are important to marketers because these needs:
A)are the hardest to satisfy.
B)are an ongoing source of motivation for most consumer purchase behavior.
C)provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation.
D)offer marketers a basis for differentiating their products.
E)are the source for most market development strategies.
Answer: B
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Chapter 3: The Communication Process
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107 Flashcards
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Sample Questions
Q1) Individual and group audiences,niche markets,market segments,and mass markets are all examples of:
A)different stages of the response process.
B)hierarchies of effects.
C)levels of audience aggregation.
D)communication elements.
E)nonpersonal channels of target audiences.
Answer: C
Q2) The best way to reach a narrowly defined group of customers or a market niche is through:
A)television advertising and billboards.
B)personal selling and targeted direct mail.
C)targeted direct mail and radio advertising.
D)any form of broadcast media.
E)transit advertising,billboards,and ads with pithy headlines.
Answer: B
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Chapter 4: Source, Message, and Channel Factors
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109 Flashcards
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Sample Questions
Q1) A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money,but we want our customers to know that we work hard to bring you value for your dollar,and our prices are for real." The furniture store is using a(n)_____ appeal.
A)one-sided
B)functional
C)emotional
D)refutational
E)slice-of-life
Q2) Most advertisers refuse to use two-sided messages because they:
A)are concerned about the impact of a two-sided message on source credibility. B)are concerned over presenting only the negative attributes of their brands.
C)are concerned over the negative effects of acknowledging a weakness in their brand. D)have been proven ineffective by a number of different advertising research studies. E)cause consumers to expect more than any product can offer.
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Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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101 Flashcards
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Sample Questions
Q1) The concept of advertising expenditures producing long term rather than immediate results is known as:
A)the carry-over effect.
B)the communication effect.
C)the low-involvement effect.
D)the halo effect.
E)DAGMAR.
Q2) The two models that are commonly used to explain the relationship between advertising and sales are the:
A)concave-downward function and the S-shaped response function.
B)S-shaped response function and the concave-upward function.
C)marginal utility function and the S-shaped demand function.
D)S-shaped demand function and the convex-downward function.
E)concave-upward function and the S-shaped demand function.
Q3) The first task in the objective and task method of budgeting is to:
A)conduct a system analysis.
B)create an organizational budget.
C)isolate advertising objectives.
D)determine what tasks need to be accomplished.
E)reevaluate objectives from previous years.
Page 7
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Chapter 6: Creative Strategy: Planning and Development
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Sample Questions
Q1) Advertising campaign themes:
A)are always tactical in nature and design.
B)set the tone or direction for all of the individual ads that make up the campaign.
C)are typically designed by the client and implemented by the agency.
D)are usually used for ads that run in only one type of media vehicle.
E)are usually developed with the intention of being used for a short period of time.
Q2) _____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems that is reflected in new and improved solutions to those problems.
A)Uniqueness
B)Dramatization
C)Creativity
D)Proficiency
E)Personification
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Chapter 7: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) _____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.
A)Reminder
B)Teaser
C)Rational
D)Comparative
E)Feature appeal
Q2) Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers.This type of advertising is known as _____ advertising.
A)teaser
B)reminder
C)repetitive
D)popularity
E)brandstanding
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Chapter 8: Media Planning and Strategy
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Sample Questions
Q1) Advertising and promotional costs can be categorized in two ways.They are:
A)relative cost and absolute cost.
B)net cost and gross cost.
C)fixed and variable costs.
D)message cost and media cost.
E)full costing and partial costing.
Q2) The rate of product usage in a geographical area may be calculated through the use of:
A)gross ratings points (GRP).
B)reach and frequency.
C)brand development index (BDI).
D)benchmark designated index (BDI).
E)category development index (CDI).
Q3) How do gross rating points (GRPs)differ from target ratings points (TRPs)?
A)TRPs are calculated using average frequency figures,and GRP is not.
B)TRPs calculations do not include waste coverage,and GRPs calculations do.
C)TRPs use a duplicated reach estimate,and GRPs do not.
D)TRPs are used when selecting broadcast media,and GRPs are used for selecting print media.
E)The two terms are synonymous.
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Chapter 9: Evaluation of Media: Television and Radio
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Sample Questions
Q1) When Dodi watches old episodes of Friends and Everybody Loves Raymond on her local TV station while she eats her evening meal,she is watching:
A)off-network syndications.
B)sponsorships.
C)first-run syndications.
D)network spots.
E)sweeps.
Q2) Which of the following statements is true about program ratings and share of audience measures?
A)Program ratings are always higher than share of audience.
B)Program ratings and share of audience are usually the same.
C)Share of audience is always higher than the program rating unless all of the households in a market have their set in use.
D)Unlike share of audience measures,program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use.
E)Share of audience is always higher than the program rating when all of the households in a market have their set in use.
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Chapter 10: Evaluation of Print Media
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108 Flashcards
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Sample Questions
Q1) One of the primary advantages of using magazines as an advertising medium is their:
A)selectivity.
B)low clutter level.
C)limited reach and frequency.
D)low absolute costs.
E)long lead time.
Q2) Which of the following statements is true about clutter in magazine advertising?
A)Clutter is not really a problem at all in magazine advertising.
B)Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem.
C)The clutter problem for a magazine increases as they become more successful since they attract more ad pages.
D)Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve.
E)Clutter is a more serious issue for magazines than it is for either television or radio.
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Chapter 11: Support Media
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99 Flashcards
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Sample Questions
Q1) Which of the following is an advantage of outdoor advertising?
A)No waste coverage
B)Ease of measurement of audience size
C)Wide coverage of local markets
D)Low costs
E)Slow wearout
Q2) _____ include(s)smaller signs that appear in restrooms,stairs,personal vehicles,and on specialty items.
A)Mobile billboards
B)Ambient advertising
C)Transit advertising
D)Aerial advertising
E)Digital billboards
Q3) Ambient advertising often uses digital technology to send its messages.
A)True
B)False
Q4) Because of the high frequency of exposures,outdoor may lead to a quick wearout.
A)True
B)False
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Chapter 12: Direct Marketing
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Sample Questions
Q1) Which of the following describes an advantage offered by direct marketing to advertisers?
A)Personalization of messages
B)Ability to create a mood
C)Exclusive image
D)High-budgeted direct-response ads on television
E)Accuracy of list
Q2) Which effectiveness measure is most commonly employed in direct marketing?
A)Cost per order (CPO)
B)Cost per thousand (CPM)
C)Cost per man-hour (CPMH)
D)Cost per new prospect (CPNP)
E)Sales per database name (SDN)
Q3) By running the same ad on different stations,a direct marketer can determine the relative effectiveness of the medium.
A)True
B)False
Q4) Direct marketing is a form of advertising.
A)True
B)False
Page 14
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Chapter 13: The Internet and Interactive Media
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Sample Questions
Q1) It is not easy to create a brand image on the Internet.
A)True
B)False
Q2) Web sites that offer samples,promotions,and sweepstakes designed to encourage trial.
A)True
B)False
Q3) _____ allows the viewer of a television program to interact with the program and the ads,essentially merging television and the Internet.
A)An interstitial
B)A blog
C)A podcast
D)Interactive TV
E)Virtual reality
Q4) One of the most used forms of advertising on the Internet is:
A)click-through.
B)URL.
C)paid search.
D)surf button.
E)interconnect.
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Chapter 14: Sales Promotion
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Sample Questions
Q1) Marketing planning and reward systems may lead to an increase in the use of sales promotion because sales promotions encourage:
A)managers to use advertising to build brand equity.
B)managers to use consumer-oriented sales promotion to meet long-term performance goals.
C)marketing managers not to use promotions to help get orders from retailers.
D)the use of price-oriented promotions to generate short-term sales.
E)long - term increased sales of the companies.
Q2) Affixed to the front of a bag of Aunt Jemima corn meal was a(n)_____ coupon that could be torn off (without damaging the bag)and redeemed at the time of the purchase.
A)bounce-back
B)cross-ruff
C)instant
D)premium
E)cross-sell
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Sample Questions
Q1) Publicity is a short-term strategy.
A)True
B)False
Q2) When Mobil Oil runs an advertisement urging citizens to support and to donate to a law enforcement memorial fund,this is an example of:
A)advocacy advertising.
B)publicity.
C)specialty advertising.
D)a paid public relations activity.
E)event sponsorship.
Q3) Public relations is a part of publicity efforts.
A)True
B)False
Q4) Which of the following statements is true about advocacy advertising?
A)Only small firms employ this form of advertising.
B)Advocacy ads may be sponsored by a firm or by a trade association.
C)Advocacy ads are always used in conjunction with cause-related marketing.
D)Advocacy ads reflect a company's position on some upcoming legislative or judicial ruling.
E)Advocacy ads are not a controversial form of advertising.
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) An advertiser that wanted to gather _____ could ask participants in a research program to choose a brand of athletic shoe they would like to win and then ask the same question later after the participants have been exposed to ads for various brands of athletic shoes.
A)physiological measures
B)alpha activity
C)persuasive measures
D)measures of the hierarchy of effects
E)beta activity
Q2) Test measures of an ad's effectiveness are classified as:
A)internal or external.
B)physiological and psychological.
C)posttesting or pretesting.
D)individual or group.
E)broadcast or print.
Q3) The major advantage of day-after recall tests is realism.
A)True
B)False
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Chapter 17: International Advertising and Promotion
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Sample Questions
Q1) Since the European Union banned the use of food dyes in seafood,the salmon market has suffered.People mistakenly believe that salmon is naturally pink.Unfortunately,salmon is an unappetizing gray color.This is an example of how _____ factors can inadvertently hurt small businesses.
A)economic
B)demographic
C)political/legal
D)geographic
E)infrastructure
Q2) Three basic options for organizing international marketing are: centralization at the home office or headquarters,decentralization of decision-making to local foreign markets,and:
A)centralization at local foreign markets.
B)centralization at regional markets.
C)decentralization of headquarters.
D)a combination of centralization and decentralization.
E)decentralization of regional offices.
Q3) Product standardization results in higher production costs.
A)True
B)False
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Chapter 18: Regulation of Advertising and Promotion
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Sample Questions
Q1) Unsolicited junk fax ads and telemarketing calls to consumers who do not want to be called are banned under the:
A)Direct Marketing Reform Act.
B)Telephone Consumer Protection Act of 1991.
C)Direct Selling Association Act.
D)Lanham Act.
E)Federal Communication Reform Act.
Q2) Which of the following statements describes the NAD/NARB review process?
A)If a case is not resolved to its satisfaction,the NARB has the power to order an advertiser to stop running its ads.
B)If the NAD and an advertiser fail to resolve an advertising controversy,either party can appeal the case to the NARB.
C)Advertisers who participate in the full process of an NAD investigation,and NARB appeal often do not abide by the panel's decision.
D)Most advertising cases investigated by the NAD are resolved without being sent to the NARB.
E)Advertisers who do not comply with the NAD/NARB review process will find themselves encumbered with a class action lawsuit.
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Page 20
Chapter 19: Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
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Sample Questions
Q1) Barriers to entry mainly refer to:
A)internal conflicts in an organization that prevents them from performing.
B)the lack of profitability of an industry or market.
C)advertising limitations established by the government in certain industries.
D)governmental regulations in running businesses.
E)the conditions established by an existing company to prevent new entrants.
Q2) Many argue that industry prices decrease as a result of advertising.Which of the following concepts supports this view?
A)Advertising equals market power
B)Advertising isolates markets
C)Advertising produces differentiation
D)Advertising equals brand loyalty
E)Advertising equals information
Q3) From an economic perspective,advertising might lower the cost of a product by:
A)creating barriers to entry for less efficient and smaller firms.
B)moving consumers to the consumer socialization stage of the buying process.
C)making it possible for firms to realize economies of scale through expansion of sales volume.
D)allowing firms to advertise at high levels along with competitors.
Page 21
E)creating brand loyalties and by helping to retain more customers.
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Chapter 20: Personal Selling Online
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Sample Questions
Q1) What does it mean when salespeople are described as having poor reach?
A)They engage in too much waste coverage.
B)They lack product knowledge needed to close the sale.
C)They are unable to expose everyone in the target market to their sales message.
D)Wearout commonly occurs when salespeople make more than three sales calls on the same prospect.
E)The success ratio of the salespeople engaged in personal selling is poor.
Q2) Organizations use telemarketing to support personal selling.Telemarketing is an example of _____ marketing.
A)direct
B)holistic
C)internal
D)inbound
E)loyalty
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