Principles of Marketing Question Bank
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies essential for understanding how marketing operates within organizations and the broader marketplace. The course covers key topics such as market segmentation, targeting, positioning, the marketing mix (product, price, place, and promotion), consumer behavior, and the impact of environmental factors on marketing decisions. Through real-world examples, case studies, and practical applications, students will explore how effective marketing drives business success by creating value for customers, building strong brands, and fostering customer relationships in both domestic and global contexts.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
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1892 Verified Questions
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Page 2
Chapter 1: Advertising and IMC Today
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) High profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.
A)True
B)False
Answer: False
Q2) The objectives of awareness advertising are to create an image for a product and to position it competitively with the goal of getting readers or viewers to select the brand the next time they shop.
A)True
B)False
Answer: True
Q3) A TV ad for a soft drink falls under the category of _____ advertising.
A)business
B)professional
C)farm
D)corporate
E)consumer
Answer: E
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Chapter 2: The Big Picture: The Evolution of Imc
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Sample Questions
Q1) Which of the following characterizes the marketing world of the postindustrial age?
A)Higher trade barriers
B)Intense competition and growing international trade
C)The decline of European ad agencies
D)An increased demand for traditional products
E)Less choices for consumers
Answer: B
Q2) During the postindustrial age, a growing affluence and sophistication of the consuming public characterized the marketing world of that time period in America. This trend was led by the _____.
A)baby boomer generation
B)Generation X
C)Generation Y
D)immigrants from Latin America
E)millenials
Answer: A
Q3) Which is the first U.S. publication for ad profession?
Answer: Printers' Ink is the first U.S. publication for ad profession.
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) The Nutritional Labeling and Education Act (NLEA), which went into effect in 1994, gave the FDA additional muscle by:
A)prohibiting puffery in advertisement.
B)allowing pharmaceutical companies to advertise their drugs on broadcast media as long as they mentioned any important possible side effects.
C)setting stringent legal definitions for terms such as fresh, light, low fat, and reduced calories.
D)influencing positive personal qualities and behaviors in children.
E)reviewing and evaluating child-directed advertising in all media.
Answer: C
Q2) The FTC defines _____ as any ad that contains a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment.
A)action advertising
B)nonproduct advertising
C)deceptive advertising
D)unfair advertising
E)subversive advertising
Answer: C
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Chapter 4: The Scope of Advertising: From Local to
Part Two: Crafting Marketing and Advertising Strategies
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Sample Questions
Q1) The American Association of Advertising Agencies (AAAA) defines a(n) _____ as an independent organization of creative people and businesspeople who specialize in developing and preparing marketing and advertising plans, advertisements, and other promotional tools.
A)creative boutique
B)promotional facilitator
C)facilitating intermediary
D)advertising agency
E)advertising supplier
Q2) Advertisers are the companies that sponsor advertising for themselves and their products.
A)True
B)False
Q3) A hardware store mails an advertising flyer to all the residents in its community. This is an example of _____ advertising.
A)local
B)institutional
C)interactive
D)deceptive
E)dealer
Page 6
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Chapter 5: Marketing and Consumer Behavior: The
Foundations of Advertising
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Sample Questions
Q1) To combat cognitive dissonance, consumers are more likely to read ads for brands they have already purchased than for new products or competing brands.
A)True
B)False
Q2) What are the two routes to persuasion according to the Elaboration Likelihood Model?
Q3) Problem removal and problem avoidance are _____ motives.
A)transformational
B)reward
C)negatively originated
D)transactional
E)need-based
Q4) _____ is a product's ability to satisfy both functional needs and symbolic wants.
A)Productivity
B)Availability
C)Validity
D)Utility
E)Reliability
Page 7
Q5) Which step in the consumer decision process follows problem recognition?
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Chapter 6: Market Segmentation and the Marketing Mix: Determinants
of
Campaign Strategy
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Sample Questions
Q1) Which of the following activities is most likely to take place in a business market?
A)Sale of a personal toolkit for home repairs
B)Renting an apartment to a college student
C)Hiring a babysitter for the evening
D)Sale of buttons and zippers to a jeans manufacturing company
E)A financial transaction at a law firm between a lawyer and his client
Q2) Telemarketing, a direct marketing technique, can help increase productivity through person-to-person phone contact.
A)True
B)False
Q3) _____ refers to sales promotion efforts aimed at the retail trade.
A)Intensive distribution
B)A pull strategy
C)Direct marketing
D)A push strategy
E)Selective demand
Q4) A company determined the target market for its product to be people under the age of eighteen, living in the metropolitan area of Houston, Texas. Which type of segmentation does this exemplify?
Page 8
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Chapter 7: Research: Gathering Information for Imc Planning
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Sample Questions
Q1) _____ refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions.
A)Market orientation
B)Market segmentation
C)Marketing research
D)Marketing myopia
E)Market capitalization
Q2) If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad, then he would be using the observation method of marketing research.
A)True
B)False
Q3) For a test to be reliable, its results must be free of bias and reflect the true status of the market.
A)True
B)False
Q4) Describe the benefits of the Universal Product Code label.
Q5) Briefly describe nonprobability samples.
Q6) Briefly describe how questionnaires are designed.
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Chapter 8: Marketing and Imc Planning
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Sample Questions
Q1) A product's location on the Kim-Lord grid indicates how the product is purchased and how campaign copy should be written.
A)True
B)False
Q2) When developing an IMC budget, an IMC focus helps to remind us that advertising is just one component of IMC.
A)True
B)False
Q3) Which of the following is true of the objectives and outcomes of DAGMAR, a hierarchical model introduced by Russell Colley?
A)It specifies the qualities of a good objective.
B)Conviction refers to purchasing and using a brand.
C)Comprehension refers to knowing that a brand exists.
D)Awareness refers to knowing about a brand's benefits or attributes.
E)It emphasizes sales-target objectives.
Q4) Good marketing plans should place greater emphasis on sales-target objectives and less on communication objectives.
A)True
B)False
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Chapter 9: Planning Media Strategy: Disseminating the
Message Part Three: Creating Advertisements and Commercials
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Sample Questions
Q1) The _____ method for scheduling media alternates periods of advertising with periods of no advertising.
A)flighting
B)bursting
C)continuous
D)roadblocking
E)pulsing
Q2) In terms of distribution objectives, briefly describe reach.
Q3) _____ refers to the total size of the audience for a set of ads or an entire campaign.
A)Circulation value
B)Attention value
C)Frequency
D)Message weight
E)Gross impression
Q4) Pulsing, a method of media scheduling, becomes more appropriate as the consumer's purchasing cycle gets longer.
A)True
B)False
Q5) What are the five main factors that affect the probability of ad exposure? Page 11
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) A(n) _____ refers to a simple description and explanation of a campaign's overall creative approach-what the campaign says, how it says it, and why.
A)copy point
B)action plan
C)creative brief
D)mission statement
E)rationale
Q2) In the Judge's role, creatives evaluate the value of the big ideas and decide whether to implement, modify, or discard them.
A)True
B)False
Q3) Which of the following helps the creative team sell a campaign concept to account managers and helps the managers explain and defend the creative work to the client?
A)Action plan
B)Copy point
C)Work plan
D)Copy platform
E)Message strategy
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13
Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) While developing a visual for a print ad, it is important to use divergent visual techniques to provide continuity for the ad campaign.
A)True
B)False
Q2) A drawback of writing for the Internet is that it has space limitations and does not allow in-depth elaboration like other mediums do.
A)True
B)False
Q3) In a thumbnail sketch of a print layout, blocks of straight or squiggly lines indicate text placement, and boxes show placement of visuals.
A)True
B)False
Q4) To write effective copy, a copywriter must:
A)use past tense and passive voice.
B)constantly use punctuations to ensure a smooth flow of words.
C)avoid the use of contractions.
D)use vivid language with verbs and adverbs.
E)use clichés to help people relate to what they are reading.
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Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
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Sample Questions
Q1) A bleed occurs when the edge of one color or shade overlaps its neighbor by a fraction of an inch to make sure the white paper underneath does not show through.
A)True
B)False
Q2) In terms of radio commercial production, _____ refer(s) to the regular charge agreed to in the union contract for talent.
A)scale
B)residual fee
C)referral fee
D)royalty
E)slotting fee
Q3) A(n) _____ is a proof that is created by shining light through the negatives and exposing a light-sensitive paper that changes color.
A)answer print
B)blueline
C)digital proof
D)analog proof
E)color key
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Chapter 13: Using Print Media
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Sample Questions
Q1) Whether at home or abroad, advertisers must study the audience and remember the basics of print advertising.
A)True
B)False
Q2) On the basis of physical size, the _____ newspaper is about 22 inches deep and 13 inches wide and is divided into six columns.
A)broadsheet
B)standard-size
C)compact
D)Berliner
E)tabloid
Q3) A short rate is the difference between the contracted rate and the earned rate for the actual inches run.
A)True
B)False
Q4) Briefly describe bleed pages in the context of magazine advertising.
Q5) What are combination rates?
Q6) List any six benefits of magazine advertising.
Q7) Briefly describe vertical publication and horizontal publications.
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Chapter 14: Using Electronic Media: Television and Radio
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Sample Questions
Q1) The percentage of homes in a given area with sets in use tuned to a specific program is expressed as households using TV.
A)True
B)False
Q2) The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during the broadcast of Win or Lose, a game show that has a rating of 10. It reaches 12,000 people in the primary target audience and a 15-second spot costs $600. What is the cost per thousand of the show?
A)$20.00
B)$40.00
C)$50.00
D)$60.00
E)$75.00
Q3) Which of the following is true of national spot announcements?
A)They tend to have more viewers than cable television.
B)They do not suffer from the problem of advertising clutter.
C)They are more expensive than advertising on a participation basis.
D)They are less flexible than network advertising.
E)They run in clusters between programs.
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Page 17
Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) WAP banners are a common form of mobile advertising and very similar to online banner advertising.
A)True
B)False
Q2) What are cookies?
Q3) Through the use of _____ , an Internet user can include graphics, video, and audio in his/her e-mail messages.
A)spam
B)snail-mail
C)rich-mail
D)button
E)interstitial
Q4) In the context of the various measurements used to compare the Internet's advertising effectiveness to other media, the click rate is:
A)the number of ad impressions divided by the number of clicks on an ad.
B)the number of ad impressions added to the number of clicks on an ad.
C)the number of ad impressions subtracted from the number of clicks on an ad.
D)the number of clicks on an ad multiplied by the number of ad impressions.
E)the number of clicks on an ad divided by the number of ad impressions.
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising
With Other Elements of Imc
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Sample Questions
Q1) Briefly describe bulletins as a type of outdoor advertising.
Q2) _____, a type of out-of-home media, display text and graphic messages much like the big screens in sports stadiums.
A)Mobile billboards
B)Electronic signs
C)Inside cards
D)Junior posters
E)Terminal posters
Q3) A _____ offers a 5-by 11-foot printing area on a panel surface 6 feet high by 12 feet wide.
A)junior panel
B)stock poster
C)thumbnail
D)standard billboard
E)spectacular
Q4) A premium, also known as an advertising specialty, bear an advertising message.
A)True
B)False
Q5) Describe the environmental issues associated with packaging. Page 19
Q6) Explain the process of buying transit advertising.
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Page 20
Chapter 17: Introducing Social Media
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Q1) Briefly explain, with a suitable example, the concepts of transparency and authenticity with respect to social media?
Q2) Social bookmarking has recently gained popularity for sharing content on the Web.
A)True
B)False
Q3) Discuss the rise of social media.
Q4) Traditional media differs from social media, in that traditional media:
A)is labor- and resource-intensive.
B)use the distributed network.
C)does not bring with it large media costs.
D)sites are paid for.
E)consists of 20 percent planning and 80 percent execution and management.
Q5) Blogs cannot be multimedia in nature.
A)True
B)False
Q6) "Social media is more labor- and resource-intensive as compared to traditional media." Cite an advantage of this equation.
Q7) What is the new element that social media brings into advertising and marketing?
Q8) What is the difference between social media and traditional media?
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Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
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Sample Questions
Q1) With the christmas season around the corner, Yoko, a brand of watches, wants to generate more traffic to its stores. To do this, the company decides to use P-O-P materials. Which of the following should Yoko use to implement this?
A)Print ads to announce discounted offers on watches
B)Broadcast media to advertise its new line of watches
C)Window displays to showcase its most popular line of watches
D)Billboards that inform customers about seasonal offers
E)Freestanding inserts that are distributed with daily mail
Q2) The customer lifetime value (LTV) model is based on historical and potential share of business.
A)True
B)False
Q3) Which of the following is true of compiled lists?
A)They are purchased from list vendors.
B)They are lists that offer the highest response rate.
C)They can be rented but not bought.
D)They are confidential and cannot be shared with sources outside a company.
E)They are also known as house lists.
Q4) Why is database marketing a widely adopted marketing method?
Page 22
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Chapter 19: Relationship Building: Public Relations,
Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
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Q1) The PR department of Thompson Inc., a textile manufacturer, is setting up a program through which several of the company's employees will undertake awareness drives at malls to talk to the public about climate change. Through these activities, the company aims to publicize the impact of climate change and what one can do to lower his/her environmental footprint. Thompson Inc. is using a strategy of reputation management known as _____.
A)in-store sampling
B)recruitment advertising
C)forward buying
D)community involvement
E)cooperative advertising
Q2) Why is crisis management an important public relations task for any corporation?
Q3) Corporate advertising is a smaller category of advertising than public relations advertising.
A)True
B)False
Q4) A common form of public relations research is opinion sampling.
A)True
B)False
Q5) What is community involvement? Describe. Page 23
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