Advertising
& IMC: Principles and Practice (Moriarty)
Chapters 1, 2, 3, 12, 13, and 16 The New World of Marketing
Communication
1) Which
of the following is a basic role of advertising?
A)
identification
B)
entertainment
C)
competition
D) public
relations
E)
two-way communication
Answer: A
2) The
word advertisement first
appeared in the ________.
A) 1550s
B) 1650s
C) 1750s
D) 1850s
E) 1950s
Answer: B
3) Which
of the following is most closely associated with the introduction of mass
production and a new emphasis on wider distribution of products?
A) the
Renaissance
B) the
Industrial Revolution
C) the
Dot Com Revolution
D) the
Early Age of Agencies
E) the
Scientific Era
Answer: B
4) Which
of the following is NOT part of the modern definition of advertising?
A) is a paid
form of communication
B) has an
identified sponsor
C) is
usually personal in nature
D)
provides information about products
E) uses
mass media
Answer: C
5) Paid
persuasive communication that uses mass and interactive media to reach broad
audiences to connect an identified sponsor with a target audience is known as
________.
A)
advertising
B)
personal selling
C) public
relations
D)
sponsorship
E) sales
promotion
Answer: A
6)
Advertising is usually paid for by the ________.
A)
audience
B) target
C) agency
D)
advertiser
E) media
Answer: D
7) In
traditional advertising, the message is conveyed through different kinds of
________ media using ________ messages.
A)
interactive; personal
B)
interactive; nonpersonal
C) word
of mouth; personal
D) mass; nonpersonal
E) mass;
personal
Answer: D
8)
Catalogs and flyers sent to the office or home are examples of which type of
promotional tool?
A) sales
promotion
B)
direct-response
C) word
of mouth
D)
specialties
E) public
relations
Answer: B
9)
Communication with employees and shareholders about brands and campaigns is
usually handled by ________.
A) sales
promotion
B)
direct-response
C) word
of mouth
D)
specialties
E) public
relations
Answer: E
10) In
which product category was the most spent on advertising in the United States
in 2009?
A)
financial services
B)
automotive
C)
airline travel, hotels, and resorts
D)
restaurants
E) food,
beverages, and confectionary
Answer: B
11)
________ refers to all forms of communication about a brand that appear in a
variety of media.
A)
Integrated marketing communication
B)
Marketing communication
C)
Marketing network
D) Brand
identity
E) Brand
differentiation
Answer: B
12) Which
of the following is NOT one of the four functions of advertising?
A)
marketing roles
B)
communication roles
C)
economic roles
D)
networking roles
E)
societal roles
Answer: D
13) In
which scenario is advertising most likely to flourish in a society?
A) when
demand exceeds supply
B) when
there is little price competition
C) when
public speech is tightly controlled by the government
D) when
consumers do not have disposable income
E) when
supply is greater than demand
Answer: E
14) Which
of the following was the top U.S. advertiser with respect to total ad
expenditures in 2009?
A) Monsanto
B) Sara
Lee
C) Toyota
D)
General Electric
E)
Procter & Gamble
Answer: E
15) How
many times did the "1984" commercial for Apple's Macintosh computer
run?
A) 1
B) 2
C) 20
D) 50
E) more
than 100
Answer: A
16) Which
of the following is considered a societal role of advertising?
A)
creates a more rational economy
B)
reaches a mass audience
C) serves
an educational function
D) makes
consumers focus on nonprice benefits
E) all of
the above
Answer: C
17)
Advertising that announces facts about products that are available in nearby
stores and focuses on stimulating store traffic and creating a distinctive
image for a retailer is known as retail or ________ advertising.
A) brand
B) local
C)
direct-response
D)
institutional
E)
public-service
Answer: B
18)
________ advertising is the most visible type of advertising; it focuses on the
development of a long-term brand identity or image.
A) Retail
B)
Institutional
C) Brand
D)
Nonprofit
E) Public
service
Answer: C
19)
________ advertising may use any advertising medium, but it differs from other
types of advertising in that it tries to stimulate an immediate consumer
action.
A) Brand
B) Local
C)
Direct-response
D)
Institutional
E) Public
service
Answer: C
20) Which
of the following is NOT considered a major type of advertising?
A) brand
B) retail
C)
direct-response
D)
institutional
E)
generational
Answer: E
21) Brand
advertising is also known as ________ advertising.
A) trade
B) local
C)
consumer
D)
corporate
E) public
service
Answer: C
22) ________
advertising is sent from one business to another.
A) Brand
B) Retail
C)
Direct-reponse
D)
Institutional
E) Trade
Answer: E
23)
________ advertising focuses on establishing a corporate identity or winning
the public over to the organization's point of view.
A) Brand
B)
National
C) Public
service
D)
Institutional
E)
Business-to-business
Answer: D
24)
Charities, foundations, associations, hospitals, orchestras, museums, and
religious institutions advertise for customers, members, volunteers, and
donations and other forms of program participation using which major type of
advertising?
A)
nonprofit
B) local
C)
consumer
D)
institutional
E) trade
Answer: A
25) Which
major type of advertising is used to communicate a message on behalf of some good
cause, such as stopping drug abuse, and is usually created by advertising
professionals free of charge with the necessary time and space often donated by
the media?
A)
nonprofit
B)
societal role
C)
direct-response
D)
business-to-business
E) public
service
Answer: E
26) An
advertising ________ is a set of related ads that are variations on a theme.
A) brand
B) market
C)
campaign
D)
position
E) target
Answer: C
27) In
the evolution of advertising, which of the following came before the Early Age
of Agencies?
A) the
Early Age of Print
B) the
Scientific Era
C) the
Creative Revolution
D) the
Era of Accountability
E) the
Era of Integration
Answer: A
28) In
the evolution of advertising, P.T. Barnum is known for which of the following?
A)
conducting one of the first full ad campaigns
B)
crafting the strategy of advertising as news
C)
identifying the pulling power of headlines
D)
scientifically measuring the effectiveness of advertisements
E)
introducing the concept of status appeal
Answer: A
29) When
did television commercials first come on the scene?
A) during
the Great Depression
B) during
World War II
C) during
the 1950s
D) during
the 1960s
E) during
the Great Recession
Answer: C
30) The
idea of positioning was developed in which era of the evolution of advertising?
A) the
Early Age of Print
B) the
Early Age of Agencies
C) the
Scientific Era
D) the
Creative Revolution
E) the
Era of Accountability
Answer: C
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Chapter 2
Chapter
2 Integrated Brand
Communication
1) Which
of the following refers to the way a product is designed, tested, produced,
branded, packaged, priced, distributed, and promoted?
A)
advertising
B)
promotion
C)
marketing
D)
management
E)
production
Answer: C
2) The
goal of marketing is to match a product's availability to ________.
A) the
competition's availability
B) the
previous year's level of sales
C) the
company's production capabilities
D) the
consumers' need, desire, or demand for the product
E) the
legal limits of availability
Answer: D
-1
3) The
classification to which a product is assigned is known as the ________.
A)
product category
B)
product position
C) market
mix
D)
product class
E)
product mix
Answer: A
4) The
four tools of product, price, place (distribution), and promotion are
collectively referred to as the ________.
A)
product mix
B)
promotion mix
C)
marketing mix
D)
integration elements
E)
exchange elements
Answer: C
-1
5) The
marketing mix is also known as the ________.
A) four
Cs
B) four
Ms
C)
competitive advantage
D)
marketing channel
E) four
Ps
Answer: E
6) The
act of trading a desired product or service to receive something of value in
return is called a(n) ________.
A)
distribution
B) position
C)
exchange
D) market
E) demand
Answer: C
7) Which
of the following are considered "key players" in the marketing
industry?
A)
marketers
B)
suppliers or vendors
C)
distributors or retailers
D)
agencies
E) all of
the above
Answer: E
8) Which
key player in marketing is the organization, company, or manufacturer producing
the product and offering it for sale?
A)
marketer
B)
supplier or vendor
C)
distributor or retailer
D) agency
E) brand
manager
Answer: A
9) The
materials and ingredients used in producing the product are obtained from other
companies that are referred to as a producer's ________.
A)
marketers
B)
suppliers or vendors
C)
distributors or retailers
D)
agencies
E)
exchangers
Answer: B
10) The
complex network of suppliers that produce components and ingredients that are
then sold to the manufacturer is known as the ________.
A)
network chain
B)
channel of distribution
C) supply
chain
D)
ingredient chain
E)
distribution chain
Answer: C
11) The
________ refers to the various companies that are involved in moving a product
from its manufacturer into the hands of its buyer.
A)
network chain
B)
distribution chain
C) supply
chain
D)
ingredient chain
E)
promotion network
Answer: B
12) What
term is used to mean a place or a particular type of buyer?
A) market
B)
position
C)
channel
D) target
E)
segment
Answer: A
13) The
percentage of the total sales in a product category that a particular brand has
is called the brand's ________.
A)
position
B) market
segment
C)
distribution
D) share
of market
E)
exchange
Answer: D
14) Which
of the following is NOT considered a main type of market?
A)
consumer
B)
business-to-business
C)
channel
D)
institutional
E) media
Answer: E
15)
________ markets consist of people who buy products and services for personal
or household use.
A)
Consumer
B)
Business-to-business
C)
Channel
D)
Institutional
E) Media
Answer: A
16)
________ markets consist of companies that buy products or services to use in
their own businesses or in making other products.
A)
Consumer
B)
Business-to-business
C)
Distribution
D)
Institutional
E)
Indirect
Answer: B
17)
________ markets include a wide variety of profit and nonprofit organizations,
such as hospitals, government agencies, and schools that provide goods and
services for the benefit of society.
A)
Consumer
B)
Business-to-business
C)
Channel
D)
Institutional
E)
Distribution
Answer: D
18)
________ markets are made up of members of a company's distribution chain.
A)
Consumer
B)
Business-to-business
C)
Channel
D)
Institutional
E) Media
Answer: C
19)
Resellers in a channel market are also known as ________.
A)
suppliers
B)
vendors
C)
intermediaries
D)
shareholders
E)
competitors
Answer: C
20) Most
advertising dollars are spent in ________ markets.
A)
consumer
B)
business-to-business
C)
distribution
D)
channel
E)
institutional
Answer: A
21) Firms
usually reach ________ markets through mass media.
A)
consumer
B)
business-to-business
C)
distribution
D)
channel
E)
institutional
Answer: A
22) What
is the first step in the marketing process?
A) Set
objectives for the marketing effort.
B)
Research the consumer market and the competitive marketplace and develop a
situation analysis.
C) Assess
consumer needs and wants relative to the product, segment the market into
groups that are likely to respond, and target specific markets.
D)
Differentiate and position the product relative to the competition.
E)
Develop the marketing mix strategy.
Answer: B
23) What
is the second step in the marketing process?
A) Assess
consumer needs and wants relative to the product, segment the market into
groups that are likely to respond, and target specific markets.
B) Set
objectives for the marketing effort.
C)
Research the consumer market and the competitive marketplace and develop a
situation analysis.
D)
Differentiate and position the product relative to the competition.
E)
Develop the marketing mix strategy.
Answer: B
24) Which
of the steps in the marketing planning process listed below follows the others?
A) Assess
consumer needs and wants relative to the product, segment the market into
groups that are likely to respond, and target specific markets.
B) Set
objectives for the marketing effort.
C)
Research the consumer market and the competitive marketplace and develop a
situation analysis.
D)
Differentiate and position the product relative to the competition.
E)
Develop the marketing mix strategy.
Answer: E
25) Which
of the following suggests that marketing should focus first on identifying the
needs and wants of the customer?
A) the
exchange concept
B) the
marketing concept
C) the
product concept
D) the
brand concept
E) the
production concept
Answer: B
26) How a
brand is different and superior in some way is referred to as ________.
A) brand
parity
B) brand
equity
C)
competitive advantage
D)
psychological pricing
E) brand
meaning
Answer: C
27) Which
of the following does NOT add value to a product?
A)
advertising
B)
convenience
C) useful
features
D)
branding
E) All of
the above add value to a product.
Answer: E
-1
28) Which
of the following is NOT a way advertising adds value to a product?
A) making
the product appear more desirable
B) making
the product appear more of a status symbol
C) making
the product more convenient for consumers to buy
D)
providing news and useful information of interest to consumers
E) All of
the above are ways advertising adds value to a product.
Answer: C
29) Which
marketing element includes product design and development, performance,
branding, and packaging?
A)
distribution
B)
branding
C)
product
D) place
E)
promotion
Answer: C
30) Which
marketing element includes personal selling, advertising, public relations,
sales promotion, direct marketing, events and sponsorships, point-of-purchase,
and the communication aspects of packaging?
A) price
B)
distribution
C)
product
D) place
E)
promotion
Answer: E
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Chapter 3 Brand Communication and Society
1)
________ results when an external message drives people to feel a need or want
to buy a product.
A) Demand
creation
B) Direct
marketing
C) Social
marketing
D) Cause
marketing
E)
Mission marketing
Answer: A
2) The
question of whether advertising creates social values rather than merely
reflecting them is known as ________.
A) the
social-versus-economic debate
B) the
competitive-versus-market power debate
C) the
personal-versus-corporate debate
D) the
personal-versus-social debate
E) the
shape-versus-mirror debate
Answer: E
AACSB: Ethical understanding and reasoning
abilities
3) A
________ is a representation of a cultural group that emphasizes a trait or
group of traits that may or may not communicate an accurate representation of
the group.
A) norm
B)
reference group
C) symbol
D) mean
E)
stereotype
Answer: E
4) Which
of the following is a stereotype about women that most commonly appears in
advertisements?
A) women
as the decision makers about major purchases
B) women
as achievement-oriented
C) women
as strong and independent
D) women
as participants in sedentary activities
E) women
as nurturers
Answer: E
5) Which
of the following is a term used to describe what happens when Western culture
is imposed on others?
A)
marketing imposition
B)
cultural imposition
C)
marketing imperialism
D) demand
creation
E)
marketing elitism
Answer: C
6) Some
Asian and Middle Eastern countries are critical of what they see as America's
materialism and disrespectful behavior toward women and elders and are worried
that advertising will encourage their young people to adopt these viewpoints.
The term to describe this phenomenon is ________.
A)
marketing ethics
B)
deceptive advertising
C) social
decline
D) social
responsibility
E)
cultural imperialism
Answer: E
7) Which
of the following is true regarding customs?
A)
Customs can be stronger than laws.
B)
Customs are easily discerned.
C)
Customs are basically the same around the world.
D)
Customs have little impact on the effectiveness of advertising.
E) Only
natives of a culture can ever understand local customs.
Answer: A
8) In a
focus group of women in their 50s, participants objected to health care ads
showing older women with arthritis in sedentary positions. They would prefer to
see the women working out in a gym. This is an example of ________.
A)
marketing imperialism
B)
cultural differences
C)
deceptive advertising
D) ethnic
stereotyping
E)
age-related stereotyping
Answer: E
9)
________ is advertising or other sales representations that praise the item to
be sold with subjective opinions, superlatives, or exaggerations, stating no
specific facts.
A)
Puffery
B)
Manipulative advertising
C)
Deceptive advertising
D)
Comparative advertising
E)
Indirect advertising
Answer: A
10) Under
U.S. law, businesses can seek damages from an advertiser who misrepresents the
nature, characteristics, qualities, or geographic origin of a product in
________.
A)
puffery
B)
mission advertising
C) demand
creation
D)
comparative advertising
E) claim
advertising
Answer: D
11)
According to U.S. law, which of the following is NOT an element a
company/plaintiff is required to prove to win a false advertising lawsuit about
an ad containing a comparative claim?
A) False
statements have been made about either product.
B) The
ads actually deceived or had the tendency to deceive a substantial segment of
the audience.
C) The
offending advertiser intended to damage the complaining company's business.
D) The
deception was "material" and likely to influence purchasing
decisions.
E)
Falsely advertised goods are sold in interstate commerce.
Answer: C
12) A(n)
________ is any advertising message that consumers believe reflects the
opinions, beliefs, or experiences of an individual, group, or institution.
A)
endorsement
B)
comparative ad
C) puffed
ad
D)
one-sided message
E)
two-sided message
Answer: A
13) A
company that pays bloggers to pose as customers and post customer reviews
online is using ________.
A) green
marketing
B) cause
marketing
C)
mission marketing
D)
flogging
E)
networking
Answer: D
-1
14) Which
of the following prohibits consumers from taking cash from manufacturers,
suppliers, or their representatives for making recommendations, reviews, or
endorsements, unless full disclosure is provided?
A) the
Word of Mouth Marketing Association's ethics code
B) the
Fourth Principle of IMC
C) the
American Association of Advertising Agencies' Creative Code
D) the
TARES Test of Ethical Advertising
E) the
Potter Box
Answer: A
15)
Verbal or written words in an advertisement that indicate exceptions to the
advertising claim made are known as ________.
A) ethics
B) puffs
C) endorsements
D)
testimonials
E)
disclaimers
Answer: E
16) The
main concern the FTC has when an advertiser substitutes for products during a
demonstration (such as using a mixture of glue and water instead of ice cream)
is ________.
A)
whether the substitution is necessary
B)
whether the demonstration uses puffery
C)
whether the advertiser indicates that substitutes are used in the demonstration
D)
whether the consumer knows substitutes are used in the demonstration
E)
whether the demonstration falsely upgrades the consumers' perception of the
advertised brand
Answer: E
17)
Cigarette advertising on ________ has been banned since 1971.
A) radio
only
B)
television only
C) the
Internet only
D) radio
and television only
E) radio,
television, and the Internet
Answer: D
4
18) Which
is NOT an element of the FDA's 1996 restrictions on tobacco advertising?
A) a ban
on all in-store advertising inside of stores located within 1,000 feet of a
school or playground
B) a ban
on outdoor ads within 1,000 feet of a school or playground
C) ads
limited to black-and-white, text only, in magazines with 55 percent readership
under the age of 18
D) $150
million provided to fund antismoking ads targeting children
E) a
portion of the master settlement agreement dedicated to fund TV and print ads
warning children about the dangers of smoking
Answer: A
19) Which
of the following best explains why the amount of prescription drug advertising
has increased since 1997?
A) The
American Medical Association approved the use of advertising to promote
prescription drugs.
B) The
federal government loosened its controls on the production of prescription
drugs.
C)
Pharmaceutical companies realized that a pull strategy would be more effective
than a push strategy.
D) The
federal government loosened its controls on pharmaceutical advertising.
E)
Patents held by many pharmaceutical companies expired, resulting in price
competition and heavy advertising.
Answer: D
20)
_______ efforts are typically shorter term than ________ efforts are.
A) Cause
marketing; mission marketing
B)
Mission marketing; integrated marketing
C) Green
marketing; mission marketing
D)
Not-for-profit marketing; mission marketing
E)
Not-for-profit marketing; cause marketing
Answer: A
-1
21) Which
of the following refers to marketing that aligns the basic business practices
and position of a brand with a cause, such as the environment or
sustainability?
A) green
marketing
B) social
marketing
C)
integrated marketing
D)
mission marketing
E)
not-for-profit marketing
Answer: D
22)
________ are the "shoulds" and "oughts" of behavior.
A)
Missions
B) Ethics
C)
Regulations
D)
Customs
E)
Traditions
Answer: B
23)
________ are frameworks for right actions and are primarily the domain of
religion and philosophy.
A)
Missions
B) Ethics
C) Morals
D)
Customs
E)
Traditions
Answer: C
-2
24) Which
of the following is an example of a moral system?
A) the
Ten Commandments
B) the AAAA's Creative Code
C) the
TARES Test of Ethical Advertising
D) the
Potter Box
E) the
Bill of Rights
Answer: A
25) With
respect to guidelines for determining what is ethical, which is NOT one of the
types of criteria for making an advertising decision?
A)
individual moral upbringing
B)
self-interest
C)
professional ethics
D)
industry standards of self-regulation
E)
government regulations
Answer: B
26)
Personal judgment and moral reasoning rest on ________.
A)
explicit laws governing practice
B)
membership in a professional association
C) an
understanding of the law
D) a
sense of right and wrong
E) a code
of standards
Answer: D
27) The
American Association of Advertising Agencies' Creative Code says that
advertising agencies will not create advertising that has any of the following
EXCEPT which one?
A) false
or misleading statements
B) puffs
C) price
claims that are misleading
D)
testimonials that do not reflect the real opinion of the individual involved
E)
statements offensive to public decency
Answer: B
28) Many professions write a code of ________
to help guide practitioners toward ethical behavior.
A) morals
B) ethics
C) laws
D)
regulations
E)
missions
Answer: B
29) Which
of the following tools is designed to help marketers and advertising
specialists decide what to do when faced with an ethical dilemma?
A) a SWOT
analysis
B) a
Potter Box
C) a URL
D) the
NARB
E) the
BBB
Answer: B
30) Which
of the following is NOT an aspect considered in the Potter Box?
A) facts
B)
loyalties
C)
regulations
D)
principles
E) values
Answer: C
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Chapter
12 Traditional Media
1)
Newspapers, magazines, brochures, directories, and other printed surfaces are
known as ________ media.
A)
broadcast
B)
narrowcast
C) print
D)
directional
E) interactive
Answer: C
2)
Newspapers offer advertisers ________, which allows them to target specific
consumer groups.
A) market
intermediation
B) market
zoning
C) market
selectivity
D) market
focus
E)
selective binding
Answer: C
3) A
________ is a list of the charges for newspaper advertising space and the
discounts given to local advertisers and advertisers who make volume buys.
A) rate
card
B)
take-away
C)
give-away
D) media
kit
E) sales
kit
Answer: A
4) An
arrangement between a national advertiser and a local retailer whereby the
retailer buys the ad and then the manufacturer pays for half or a portion is
known as ________.
A) joint
advertising
B) co-op
advertising
C)
run-of-paper advertising (ROP)
D)
selective advertising
E) subsidized
advertising
Answer: B
5) Which
of the following is NOT a type of advertising found within the local newspaper?
A)
classified
B)
display
C)
gatefold
D)
supplements
E)
free-standing insert (FSI)
Answer: C
6) What
form of newspaper advertising is the dominant form, can be any size, and can be
placed anywhere in the newspaper except the editorial page?
A)
classified
B)
display
C)
supplement
D)
gatefold
E)
free-standing insert (FSI)
Answer: B
7)
Advertisers who don't care where their ads run in the newspaper pay which rate?
A) co-op
rate
B)
preferred-position rate
C)
run-of-paper (ROP) rate
D)
non-preferred rate
E)
classified rate
Answer: C
8) What
form of newspaper advertising comes from individuals wanting to sell their
personal goods?
A)
classified
B)
display
C)
supplements
D)
gatefolds
E) co-op
Answer: A
9) Which
of the following is a magazine-style publication inserted into a newspaper?
A)
display advertisement
B) co-op
advertisement
C) supplement
D)
gatefold
E)
free-standing insert (FSI)
Answer: C
10) Which
company is an independent auditing group that represents advertisers, agencies,
and publishers and verifies statements about newspaper circulation statistics?
A) A.C.
Nielsen
B)
Simmons-Scarborough
C) MediaMark, Inc.
D)
Auditing Bureau of Circulations (ABC)
E)
International Circulation Service (ICS)
Answer: D
11) Which
of the following is NOT a main type of business magazine?
A)
corporate
B)
professional
C) farm
D)
consumer
E)
industrial
Answer: D
12) Which
classification of business magazines presents stories and information about an
entire industry?
A) trade
papers
B)
industrial magazines
C)
professional magazines
D)
vertical publications
E)
horizontal publications
Answer: D
13)
Nontraditional delivery of magazines is referred to as ________, meaning the
magazine is distributed free to specific audiences.
A)
uncontrolled circulation
B) nonmeasured circulation
C)
traditional circulation
D) discounted
circulation
E)
controlled circulation
Answer: A
14)
Normally, the largest unit of ad space that magazines sell is the ________.
A)
full-page ad
B)
double-page spread
C) gutter
spread
D) bleed
page
E) nonbleed page
Answer: B
15) The
white space running between the inside edges of the pages of a magazine is
known as the ________.
A) gutter
B) byline
C) cover
D)
gatefold
E) spread
Answer: A
16) A
magazine page without outside margins, in which the color extends to the edge of
the page, is called a ________.
A) marginless page
B)
gatefold
C)
double-spread
D) full
page
E) bleed
Answer: E
17) A
single or double page in a magazine can be broken into a variety of units
called ________.
A)
gatefolds
B)
fractional page space
C)
segments
D)
standard advertising units
E)
cut-outs
Answer: B
18)
________ combines information on subscribers kept in a database with a computer
program to produce magazines that include special sections for subscribers
based on their demographic profiles.
A)
Fractional page space
B)
Satellite transmission
C)
Selective binding
D)
Desktop publishing
E) Custom
publishing
Answer: C
19) Which
technology allows a magazine to print personalized messages on ads or on
inserts?
A)
selective binding
B)
desktop publishing
C)
ink-jet imaging
D)
one-order, one-bill
E)
satellite transmission
Answer: C
20) Which
company verifies magazine circulation numbers by auditing subscriptions as well
as newsstand sales and also checks the number of delinquent subscribers and
rates of renewal?
A) A.C.
Nielsen
B)
Simmons-Scarborough
C) MediaMark, Inc.
D)
Auditing Bureau of Circulations (ABC)
E)
International Circulation Service (ICS)
Answer: D
21)
Directory advertising is described as ________ advertising because it tells
people where to go to get the product or service they want.
A)
primary
B)
secondary
C)
directional
D)
promotional
E)
selective
Answer: C
22) What
is the key difference between directory advertising and brand-image advertising?
A)
Directory advertising reaches people who already know they have a need for the
product or service.
B)
Directory advertising provides directions on how to use the product, but
brand-image advertising does not.
C)
Directory advertising provides maps with directions on how to find the
retailer's location.
D)
Directory advertising is used in the initial stages of consumer decision making
regarding a purchase.
E)
Directory advertising is not as effective as brand-image advertising.
Answer: A
23)
________ includes advertising on outdoor billboards, buses, posters on walls,
telephone booths and shopping kiosks, taxi signs, grocery store carts, blimps,
and so forth.
A) Public
advertising
B)
Out-of-home advertising
C)
Broadcast advertising
D) Transit
advertising
E)
Miscellaneous advertising
Answer: B
24)
________ refers to billboards along streets and highways, as well as posters in
other public locations.
A)
Outdoor advertising
B) Public
advertising
C)
Broadcast advertising
D)
Transit advertising
E)
Miscellaneous advertising
Answer: A
25) Which
type of billboard is created by designers, printed in sections, and then
shipped to an outdoor advertising company which then applies the sections to
the poster panel's face on location?
A)
painted bulletin
B)
printed bulletin
C)
painted poster
D)
printed poster
E) cutout
Answer: D
26) Which
type of billboard is normally created onsite and can even be painted on the
sides of buildings, roofs, and natural structures, such as the side of a
mountain?
A)
painted outdoor bulletin
B)
printed outdoor bulletin
C)
painted outdoor poster
D)
printed outdoor poster
E)
outdoor extension
Answer: A
27) The
cost of outdoor advertising is typically based on a(n) ________, which is based
on a traffic count of vehicles passing a particular location during a specified
period of time.
A)
impression
B)
showing
C)
exposure
D) reach
E)
frequency
Answer: B
28)
________ is seen by people riding inside buses, subway cars, and some taxis.
A) Interior
transit advertising
B)
Exterior transit advertising
C) Kiosk
advertising
D)
On-premise advertising
E) Mobile
advertising
Answer: A
29) Which
of the following is NOT considered an advantage of advertising in newspapers?
A) market
coverage
B)
comparison shopping
C)
reaches educated consumers
D)
flexibility
E) long
life span
Answer: E
30) Which
of the following is NOT considered to be an advantage of advertising in
magazines?
A)
ability to reach specialized audiences
B) long
life span
C) flexibility
D) high
production values
E) can
accommodate complex messages
Answer: C
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
Chapter 13 Digital Media
1) The
Internet, e-mail, and social networks are all examples of ________ media that
connect people in a network of word of mouth communication.
A)
traditional
B)
corporate
C)
secondary
D)
interactive
E)
primary
Answer: D
2) New
operating systems such as the iPhone, Blackberry and
Google's Android, are referred to as ________.
A)
platforms
B) netbooks
C)
hardware
D)
browsers
E)
networks
Answer: A
3) The
shift in control of media from publishers to consumers due to the interactive
nature of the Internet is a trend known as ________.
A) netcasting
B)
e-business
C) Web 2.0
D) social
networking
E) next
generation messaging
Answer: C
4) What word
or phrase is used in traditional media industries to describe the blurring of
the differences among television, print, and the Internet media?
A)
convergence
B)
consolidation
C)
commoditization
D) brand
experience
E) brand
submersion
Answer: A
5) The
linked system of international computer networks is known as the ________.
A)
Network
B)
Intranet
C) Cybernet
D) Interweb
E)
Internet
Answer: E
6) The
information interface that allows people to access the Internet through an
easy-to-use graphical format is known as the ________.
A) World
Wide Web
B)
Netscape Navigator
C)
Internet Explorer
D)
Interface
E) Wired
World Web
Answer: A
7) Which
of the following is NOT among the reasons the Internet has played an important
role in consumers' brand decisions?
A)
exclusivity
B)
information
C) choice
D)
accessibility
E) speed
Answer: A
8) Which
of the following is an important benefit of the Internet to businesses?
A) higher
costs for consumers
B) easier
to keep a business local and protected from international competition
C) lower
costs of opening a business online
D) less
competitive market
E) easy
transition from brick-and-mortar business to online business
Answer: C
9)
Companies may set up a(n) ________ for internal communication.
A) netcast
B)
intranet
C)
website
D)
extranet
E) portal
Answer: B
10) In
order to connect employees with key external stakeholders, such as marketing
communication agencies, suppliers, and distributors, companies may set up a(n)
________.
A)
extranet
B)
intranet
C)
bandwidth
D) ethernet
E) search
engine
Answer: A
11) A
website has an address called a(n) ________, a global address that identifies a
specific location in cyberspace on the Web where a document or website lives.
A) portal
B) URL
(Uniform Resource Locator)
C) IP
(Internet Provider) address
D)
keyword
E)
network
Answer: B
12) A(n)
________ is a site that provides doors, or links, to other websites.
A)
intranet
B)
network
C) search
engine
D)
podcast
E) portal
Answer: E
13) What
do most Internet users depend upon to find information and access other sites?
A) netcasts
B)
intranets
C) search
engines
D) extranets
E) chat
rooms
Answer: C
14) If an
Internet user doesn't know a specific website address, the user can type a
________ into a search engine that will seek out all the sites that provide
information on that topic.
A)
keyword
B)
password
C) link
D) hashtag
E) cookie
Answer: A
15)
________ is a new technology that makes it possible to broadcast TV online.
A)
Blogging
B)
Wikipedia
C)
bandwidth
D) Netcasting
E)
Podcasting
Answer: D
16)
Members of which demographic group spend more time online than any other age
group?
A) men
age 25 to 54
B) women
age 25 to 54
C) teens
D) men
and women more than 65 years old
E) men
age 25 to 34
Answer: C
17) The
term ________ is used to indicate a high-speed connection to the Internet.
A) broadband
B)
bandwidth
C) netcast
D)
extranet
E)
intranet
Answer: A
18)
________ refers to the carrying capacity of an individual's computer
connection, or how much digital data it can handle.
A) Nano-technology
B)
Flow-through
C)
Bandwidth
D) Click-through
E) Search
optimization
Answer: C
19)
________ is a growing practice on the Internet through which individuals who
have goods and services to sell are linked with people interested in buying
those products.
A)
Person-to-person commerce
B)
Brick-and-mortar business
C)
Business-to-person marketing
D)
Business-to-person commerce
E) Niche
marketing
Answer: A
20)
________ are magazines or newsletters only available over the Internet and
generally aimed at niche audiences.
A)
Podcasts
B) Blogs
C)
Streaming videos
D) Zines
E) Webpages
Answer: D
21) Which
of the following is NOT a purpose served by online advertising?
A)
provides a brand reminder message to people who are visiting a website
B) works
like an ad in traditional media and delivers an informational or persuasive
message
C)
provides a clutter-free advertising medium
D)
entices people to visit the advertiser's site
E)
provides a way for consumers to interact with businesses
Answer: C
22)
________ refers to all the hardware, software, and computer know-how that
provide a platform for businesses that use the Internet to sell products.
A)
Digital marketing
B)
Interactive commerce
C)
Alternative media
D)
E-business
E)
Electronic media
Answer: D
23) What
is the primary use of the Internet by people of all demographic categories?
A)
entertainment
B)
shopping
C)
communication
D)
information searching
E)
creative pursuits
Answer: D
24) The
Internet has created large numbers of ________ where customers who are
connected by a favorite brand join together to discuss brand problems,
solutions, and new uses among themselves.
A)
virtual communities
B) social
rooms
C) chat
rooms
D) fan
pages
E)
mini-blogs
Answer: A
25)
________ sites like MySpace and Facebook build on the
interactivity of the Internet.
A) Social
networking
B)
Product
C) Video
game
D)
Spyware
E) Cookie
Answer: A
26) Which
is the most important reason social networking websites are valuable to
marketers?
A) high
number of click-throughs
B)
affordable banner advertising
C) access
to any demographic
D)
effective niche marketing
E)
ability to engage the power of friendship-based influence
Answer: E
27)
________ refer to content of a commercial nature that is created or posted on
the pages of users in social media that promotes a product, service, or cause.
A) Links
B)
User-generated ads
C)
Interactive ads
D)
Trailers
E) Posts
Answer: B
28)
Sometimes called a home page, a company's ________ is the online face it
presents to the public.
A)
website
B)
Intranet
C)
Extranet
D) portal
E)
Interface
Answer: A
29)
________ refers to a website's ability to encourage visitors to stay and
investigate the site rather than bounce to another site.
A)
Navigation
B)
Convergence
C)
Stickiness
D) Compatability
E)
Popularity
Answer: C
30) The
Internet practice of ________ is designed to deliver a groundswell of opinion,
buzz, or marketplace demand for a product.
A) netcasting
B) search
marketing
C)
opinion leadership
D) viral
marketing
E)
two-stage adoption
Answer: D
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
Chapter
16 Direct Response
1)
________ occurs when a seller and customers deal with each other directly
rather than through an intermediary, such as a wholesaler or retailer.
A)
Integrated marketing
B)
Simplified marketing
C)
Leveled marketing
D)
Direct-response marketing
E) Tiered
marketing
Answer: D
2) What
is the focus of most direct marketing communications?
A)
increasing awareness
B) enhancing
attitudes
C)
producing a sale
D)
gaining acceptance among several stakeholders
E)
encourage switching from a competitor's product or service
Answer: C
3) Which
of the following is true about direct marketing?
A) Direct
marketing relies on a consumer response that comes through an intermediary.
B) Direct
marketing tends to be less interactive than other marcom
tools are.
C) Direct
marketing is considered one-way communication.
D) Direct
marketing relies heavily on market research and database development.
E) Direct
marketing messages are more cost efficient than mass media messages are.
Answer: D
4) Why is
direct marketing a growth area for marketing?
A) The
effectiveness of direct-response marketing is easy to evaluate.
B)
Consumers are more accepting of it than other forms of marketing communication.
C)
Response rates have increased dramatically in the past 10 years.
D)
Consumers feel more confident in marketers' concerns for their privacy.
E) all of
the above
Answer: A
5) There
are four main players in direct-response marketing communication. Which of the
following is NOT one of these four main players?
A) state
and federal government that regulates marketing communication
B)
marketers who use direct response to sell products or services
C)
agencies that specialize in direct response
D) media
that deliver messages
E)
consumers
Answer: A
6) Which
of the following is NOT a type of agency involved in direct marketing?
A)
advertising agencies
B) direct
marketing agencies
C) service
firms
D) U.S.
Postal Service
E)
fulfillment houses
Answer: D
7)
Service firms in direct marketing specialize in ________.
A)
printing
B)
mailing
C) list
brokering
D) A and
B
E) A, B,
and C
Answer: E
8) Which
type of agency is responsible for making sure consumers receive whatever they
request in a timely manner, be it a catalog, additional information, or the
product itself?
A)
advertising agency
B)
independent agency
C)
service firm
D)
fulfillment house
E) U.S.
Postal Service
Answer: D
9) The
term or phrase that refers to the way that marketers identify prospective
customers is ________.
A) mining
B)
prospecting
C)
hunting
D)
phishing
E)
converting
Answer: B
10) What
is the first step in the direct marketing process?
A) setting
objectives and making strategic decisions
B)
communication of the offer
C)
customer ordering
D)
fulfillment
E)
relationship building
Answer: A
11) What
is the second step in the direct marketing process?
A)
setting objectives and making strategic decisions
B)
communication of the offer
C)
customer ordering
D)
fulfillment
E)
relationship building
Answer: B
12) Which
of the following is the last step in the direct marketing process?
A)
setting objectives and making strategic decisions
B) communication
of the offer
C)
customer ordering
D)
fulfillment
E)
relationship building
Answer: E
13) Theo
is implementing the direct marketing process in his business. Currently, he is
conducting marketing research, segmenting and targeting markets, and setting
objectives. Which step in the direct marketing process is he implementing?
A) Step 1
B) Step 2
C) Step 3
D) Step 4
E) Step 5
Answer: A
14) Which
basic objective of direct marketing involves providing basic information on
companies or individuals who are potential customers?
A)
developing leads
B)
driving traffic
C)
testing offers
D)
enhancing awareness
E)
driving responses
Answer: A
15) Which
basic objective of direct marketing involves attempting to motivate customers
to visit an event or retail outlet?
A)
developing leads
B)
driving traffic
C)
testing offers
D)
enhancing awareness
E)
driving responses
Answer: B
16) Which
of the following refers to the percentage of direct marketing contacts who
actually act on a direct marketing communication?
A)
frequency
B)
conversion rate
C) recency
D)
fulfillment rate
E)
variable rate
Answer: B
17) The
best customer prospects of direct marketers are ________.
A)
profiled consumers
B)
current customers
C)
affiliated consumers
D)
segmented consumers
E) purged
customers
Answer: B
18)
Direct marketers have identified the three criteria of RFM to predict who is
most likely to repurchase. RFM stands for ________.
A) reach,
frequency, and monetary
B) reach,
financial, and media
C) recency, financial, and media
D) recency, frequency, and media
E) recency, frequency, and monetary
Answer: E
19) Which
of the following statements about direct marketing customers is true?
A) The
more recently customers bought from a company, the less likely they are to buy
again.
B) The
less money customers recently spent buying from a company, the more likely they
are to buy again.
C) The
less frequently customers have bought from a company, the more likely they are
to buy again.
D) The
more money customers recently spent buying from a company, the less likely they
are to buy again.
E) The
more frequently customers have bought from a company, the more likely they are
to buy again.
Answer: E
20)
________ is a technique of mining the information in databases to uncover
prospective buyers whose characteristics match those of users.
A)
Skimming
B)
Searching
C)
Profiling
D)
Relationship marketing
E)
Fulfillment
Answer: C
21) Which
of the following is NOT typically part of the offer in direct marketing?
A)
description of the product
B) terms
of sale
C)
payment information
D)
delivery information
E) rebate
Answer: E
22) All
of the variables that are intended to satisfy the needs of the consumer are
considered part of the ________ in direct marketing.
A)
message
B) media
C)
fulfillment
D) offer
E)
response
Answer: D
23) Which
of the following is NOT a variable that would be considered part of the offer
in direct marketing?
A) media
strategy
B) price
C) cost
of shipping and handling
D)
guarantees and warranties
E) future
obligations
Answer: A
24) Which
of the following is a general guideline that applies to message development in
direct marketing?
A) The
message is often longer and contains more explanation and detail than an
advertising message does.
B)
Message copy tends to be written in an impersonal, formal style.
C) The
message should not touch on the issue of product reliability.
D) The
message should be very brief and to the point.
E) The
message should not include information about a return policy or warranty.
Answer: A
25) Which
of the following is NOT a general guideline that applies to message development
in direct marketing?
A) The
message should contain clear comparisons or details about purchase decision
factors.
B) The
message should counter consumers' reluctance to buy.
C) The
message should reflect whether the offer is a one-step offer or a two-step
offer.
D) The
message must, by law, include information about a return policy.
E) The
more individually targeted the message is, the better.
Answer: D
26) Which
type of offer asks for a direct sales response?
A)
secondary offer
B)
indirect offer
C)
one-step offer
D)
two-step offer
E)
primary offer
Answer: C
27) Which
type of offer is designed to gather leads, answer consumer questions, drive
visits to a store, or set up appointments?
A)
secondary offer
B)
indirect offer
C)
one-step offer
D)
two-step offer
E)
primary offer
Answer: D
28)
During the ________ step of the direct-marketing process, the DMC campaign must
communicate benefits to buyers by answering the enduring question: "What's
in it for me?"
A)
objectives/strategy
B) offer
C)
response/order
D)
fulfillment
E)
relationship building
Answer: B
29)
During the ________ step in the direct marketing process, the DMC message must
make it as easy as possible for customers to respond.
A)
objectives/strategy
B) offer
C)
response/order
D)
fulfillment
E)
relationship building
Answer: C
30) In
direct marketing, getting the product to the customer who ordered it is known
as ________.
A)
follow-up
B)
integration
C)
conversion
D)
fulfillment
E)
relationship building
Answer: D