Contemporary Research MCQ 305 A

S.n

Question

This is considered as data

Number of males and

females in the group

poster of a coffee brand

Replication ---------

involves a study being

reproduced by other
researchers

makes it possible to see

how results compare
when a study is
repeated

__________ sources can sometimes

provide information that is not
directly available or would be too
expensive to collect.

Environmental

Primary

_________research is the approach

best suited for gathering descriptive

Survey

Marketing

________can be used to obtain

information that people are unwilling Situational
or unable to provide.

Marketing

--------------is the most widely used

method for primary data collection
and it is often the only method used
in a research study

Survey research.

Marketing

The major advantage of survey

research is its

Options

Flexibility

Marketing Research management

helps an organization in.

One of the example where marketing

research is extensively used by
Consumer Durables
organizations are

10

In the early and mid-1980s, some

cola companies created a taste test
against

Reducing production
costs

Decrease the
production cost

Pharma

Survey research.

Marketing Research

their competitors. This is an example

of __________ research.
11

Observation is best suited for

___________ research

Exploratory research

Survey

12

___________research tries to explain

cause-and-effect relationships.

Experimental

Survey

13

Research may be collected by

Mail

Personal interview

14

________ can be used to collect large

amounts of information at a low cost Mail
per respondent.

Telephone

15

__________questionnaires lack
flexibility in that they require simply
worded questions.

Mail

Telephone

16

_____________interviewing is the best

method for gathering information
quickly, and it provides greater
flexibility than mail questionnaires

Mail

Personal interview

17

In qualitative research you talk to

more people than in quantitative
research: is this statement:

18

Internal records are an important

source of information. Which of the
Computer information
following are not deemed as internal
records?

market and sales

records

19

There are various types of research

designed to obtain different types of
information. What type of research is Secondary
used to define problems and suggest
hypotheses?

Primary

20

In respect of a pub chain seeking to

learn more about trends in dining
out, the following are all examples of
______________: Financial Times
Tertiary
industry sector surveys; other pub
chains' annual reports, and reports
published by trade bodies
representing the licensed pub trade:

MIS

21

Which of the following statements

concerning marketing research is
incorrect?

Secondary research
Secondary research is
can be organized indone after primary
house or via a research
research.
agency.

Factors that are crucial to the

effectiveness of a company's
marketing intelligence systems are
listed below. Which factor is
incorrect?

An accurate description
Extensiveness of the
of the company's
search for intelligence
information needs

23

Benchmarking is a type of research

which:

compares a company's
performance with
standards set by
selected other
organizations.

24

'Mystery Shopper' surveys can best

be described as a form of:

25

b) It means that people

hate the
Why are non-responses a particularly
a) It means that targets company/product so
important problem for companies'
aren't reached.
much that they aren't
questionnaire surveys?
prepared to help it
improve.

26

Which of the following statements

concerning marketing research is
incorrect?

Qualitative techniques
generally provide a
Qualitative research
broad representation of may involve the use of
the population's
interviews.
behavior.

27

Which of the following is not an

element of a Marketing Information
System?

a) Marketing research

22

is based on qualitative
feedback from
customers who sit on
consumer panels (or
benches).

Observational research Desk research

b) Decision support
system

28

Which of the following is the process

of designing, gathering, analyzing,
and reporting information that may
marketing research
be used to solve a specific marketing
problem?

29

All of the following are uses of

marketing research EXCEPT:

30

The information system that gathers

information generated by internal
reports, including customer orders,
decision support system internal reports system
billing, receivables, inventory levels,
sales reports, customer data, and so
on is called the ________.

31

There are various types of research

designed to obtain different types of
information. What type of research is Descriptive research.
used to define problems and suggest
hypotheses?

Secondary research.

What type of research would be

appropriate in the following
situation? A college or university
bookshop wants to get some insights Secondary data.
into how students feel about the
shop's merchandise, prices and
service.

Qualitative research.

generate, refine, and

evaluate potential
marketing actions

database marketing

improve marketing as a
process

32

33

34

35

What type of research would be

appropriate in the following situation.
L'Oreal wants to determine whether Qualitative research.
a new line of deodorants for
teenagers will be profitable.

Primary research.

36

The Internet is a powerful

mechanism for conducting research.
However it does have its drawbacks.
Which of the following signify these
drawbacks?

Lack of information
about the population
responding to the
questionnaire.

The possible inclusion

of individuals not being
targeted, that could
skew the results.

37

This is not a Close ended question

Likert

Rating scale

38

Questions that force your audience

for a particular type of answer are
known as

Dichotomous questions Likert Questions

39

These questions are the ones

having two extreme answers written Bipolar
at the opposite ends of the scale.

40

In------------- questions, the

respondents are asked to rate a
particular issue on a scale that
ranges between poor to good.

41

The two main types of questionnaire Close ended and open

are
ended

Likert Questions and

Dichotomous

42

This does not fall in the process of

designing a questionnaire

Information

Content

43

Descriptive Research is one type of

Fundamental Research

Causal Research

Cross sectional studies

Longitudinal studies

Likert Questions

Dichotomous questions Rating scale

Consumer panels, retail shop audit,

media
44

44

Audience tracking studies like TRP,

brand tracking studies can be well
carried out by

Cross sectional studies

Longitudinal studies

45

Observation method depends on

Directness of approach

Awareness of
respondent

46

This type of Research design

involves experimentation

Descriptive

Exploratory

47

This is the most flexible observation

method

Personal

Mechanical

48

CATI Stands for

Computerized
anonymized telephone
interaction

computerizing and
analyzing technical
information

49

In research

Decision problem is
translated to research
problem

Research problem is
translated to decision
problem

50

This is not a projective technique

In depth interview

Pictorial construction

51

Which of the following is NOT one of

the categories of advertising
research?

target marketing

pretesting of ads

52

What is the purpose of ad tracking?

to determine it the
advertiser has stayed
within its budget

to determine what data

should be discovered
through the research

53

Primary and secondary data are both

examined during which stage of the informal research
research process?

situation analysis

54

According to the text, one of the

drawbacks to the use of secondary
data is:

its cost

its availability to
everyone

55

When answering a questionnaire for

a car dealership, Akash was asked
several interesting questions,
including "What type of pickle would
drive an SUV?", "What is your first
reaction when you hear the
involvement sampling
wordpewter?", and "Do you consider
yourself to have a red or a blue
personality?" What research
information gathering technique was
the dealership using?

projective techniques

56

In order to distribute its signature

product through alternate channels,
Subway, the sandwich chain, offered
sandwiches at four high schools. The
sandwiches were prepared at local
Subway units and shipped directly to observational research
the schools. What type of research
would Subway use if it wanted to
gain insight into how parents,
teachers, and students feel about its
sandwiches being sold at schools?

the experimental
method

57

Which research methodology has

been most impacted by the
development of the Universal
Product Code (UPC)?

the interrogative
method

qualitative research

Pretesting makes
Pretesting is often used
extensive use of inquiry to measure an ad's
tests.
effectiveness.

58

Which of the following statements

about ad pretesting is true?

59

Which of the following is an example

attitude tests
of method for posttesting ads?

order-of-merit test

60

not be afraid to use

During the final stage of the research
appropriate technical
process, the researcher should:
jargon

avoid the use of any

tables or graphs

61

Are you very,

Which of the following sample survey
One a scale of 1 to 5,
moderately, or not at all
questions is an example of a
how would you rate
happy with your current
dichotomous question?
your server?
investment plan?

62

When choosing the type of media for

the advertising campaign there are
numerous factors to consider,
Budget constraints.
including:Consistency with campaign
objectives.,Defined target audience.

Geographic location.

63

The abstract number properties that

apply to ordinal scales are identity
and magnitude.

True

False

64

Interval scales are exactly like ratio

scales, except that they have atrue
zeropoint.

True

False

65

The nominal scale of measurement

classifies objects into mutually
exclusive categories

True

False

66

The abstract number properties that

apply to interval scale of
measurement include identity,
magnitude, equal interval, and
summation.

67

Your local police force wants to install

cameras that can "catch" drivers who
run red lights. They choose a busy
intersection, install a test camera,
Ratio.
and determine whether each car
stops safely or "runs" the light.
Choose the correct scale of
measurement.

Ordinal.

68

Your counseling center uses a

standardized interest inventory as
part of its career-counseling
program. The test yieldstscores on
20 different interest areas. The
Nominal.
population mean for each area is 50,
and the standard deviation is 10.
What scale of measurement is most
likely for this standardized test?

Approximately interval.

True

False

69

You are interested in whether women

who participated in a company-based
mentor program were satisfied with
their experience. You find a short
questionnaire that asks women to
rate their satisfaction (on a 4-point
Likert scale) with eight different
Approximately interval. Interval.
areas of mentoring (e.g., giving
advice, networking, and providing
emotional support). The scoring
system averages responses across all
eight areas. This questionnaire uses
which scale of measurement?

70

School administrators sponsor a

study of bullying on elementary
school playgrounds. Trained
observers record the number of
incidents of aggression that occur
during consecutive 10-minute
periods. Aggression is measured on
which of the following scales of
measurement?

Ratio.

Interval.

71

Every 10 years, the federal

government sponsors a national
survey of health and health practices
(NHANES). One question in the
Ratio.
survey asks participants to rate their
overall health using a 5-point rating
scale. What is the scale of
measurement used for this question?

72

Which of the following isnotan

assumption underlying testing and
measurement?

73

Systematic error is associated with:

Ordinal.

.Various approaches to
Error is rarely present
measuring aspects of
in the measurement
the same thing can be
process
useful
Reliability

.Validity

Concurrent evidence

Predictive evidence

74

Which of the following is a type of

criterionrelated validity evidence?

75

The items should

If a test measures a single construct
correlate with the total
then:
score

76

Professor X develops a test of

emotional intelligence. Which of the
following represent convergent and
discriminant evidence?

The test correlates

highly with another test
of emotional
intelligence and is
uncorrelated with selfefficacy

The items should not

correlate with the total
score
The test correlates
with highly with another
test of emotional
intelligence and is
highly correlated with
self-efficacy

77

An ordinal scale is used to rank

order people, objects, or
characteristics.

78

Which scale is the simplest form of

measurement?

Nominal

79

______ tests focus on information

acquired through the informal
learning that goes on in life.

Personality

80

Lets say that a test accurately

indicates participants scores on a
future criterion (e.g., the PSAT is
used to indicate high-school GPA
scores). This test would clearly have
which of the following?

81

If a baseball coach calculates batting

Interval scale
averages, what scale would be used?

Ratio scale

82

According to the text, most of the

outcome/dependent variable
characteristics and attributes
measured in educational research
probably exist at the ______________
level of measurement.

. Ordinal

83

Which of the following is most clearly . Anxiety enduring for

an example of a psychologicaltrait? months or years

. Anxiety over just

seeing a spider

84

All of the following are examples of

Intelligence Tests except _________:

Stanford-Binet

. Face validity

. Nominal

Wechsler Scales

False
Ordinal

Achievement

. Concurrent validity

85

Reliability is most simply known as

which of the following?

.Consistency or
stability

Appropriateness of
interpretations on the
basis of test scores

86

An ordinal scale is:

The simplest form of

measurement

A rank-order scale of
measurement

87

Which of the following is not a type

of reliability?

Test-retest

88

Which of the following statements

accurately describes test-retest
reliability?

Measure of
consistency of scores
Measure of consistency
obtained from two
of test scores over time
equivalent halves of the
same test

89

Which of the following types of

Equivalent forms
reliability refers to the consistency of
reliability
test scores over time?

90

Identify the following term that most

closely refers to a judgement of the
extent to which scores from a test
. Content reliability
can be used to infer, or predict, the
examinees' performance in some
activity:

91

Which of the following is the correct

order of Stevens four levels of
measurement?

. Ordinal, nominal, ratio, . Nominal, ordinal,

interval
interval, ratio

92

Which is the process of gathering

evidence supporting inferences
based test scores?

. Validation

Split-half

Split-half reliability

. Face validity

Validity

93

When evaluating tests and

assessments, reliability refers to
asking ourselves which of the
following questions?

.Are there ways to

.Does it measure what
avoid subjective
it is supposed to
judgments when
measure?
measuring something?

94

Validity of a test designed to

Scores from the test
measure a construct such as selfcorrelate highly with
esteem is best described by which of
most intelligence tests
the following?

Scores from the test

correlate highly with
most tests of different
constructs

95

Which type of reliability refers to the

consistency of a group of individuals'
scores on twoequivalent forms of a Split-half
test designed to measure the same
characteristic?

Test-retest

96

Achievement tests are designed to

measure the degree of learning that
has taken place after a person has
been exposed to a specific learning
experience.

True

False

97

_________ refers to how well the

particular sample of behaviors used
to measure a characteristic reflects
the entire domain of behaviors that
constitutes that characteristic.

. Construct validity
evidence

. Criterion-related
validity evidence

98

Which of the following is a type of

criterionrelated validity evidence?

Concurrent evidence

.Predictive evidence

99

This is not a type of scale

Rating

Ranking

100

Measures are methods or techniques

for describing and assessing
1
attributes of objects that are of
concern to us.

False

tape recorded interview all a,b and c

Ans
wer
d

all of the above

helps researchers
overcome distortions
that their own values
can cause

Secondary

all a,b and c

Observational

Causal

Observational

all a,b and c

Observational

all a,b and c

Cheap

all a,b and c

Reduce the time it takes

all a,b and c
to make a new product

Industrial

all a,b and c

Observational

all a,b and c

Observational

all a,b and c

Observational

all a,b and c

email

all a,b and c

Personal

all a,b and c

Personal

all a,b and c

Telephone

email

Both are false

Both are true

Causal

descriptive

Primary data

Secondary

Secondary research is
quicker than primary
research.

Secondary research is
cheaper than primary
research.

Speed of
communication

Appointment of a full
time marketing
research manager

is based on
quantitative feedback
is essentially attitudinal
from customers who sit
in nature.
on consumer panels (or
benches).

Essentially quantitative
Attitudinal research
research

c) A company cannot
tell whether
respondents have the
same views as nonrespondents, therefore
the analysis may be
biased.

d) It indicates customer
disloyalty.

Quantitative research
need not necessarily
involve the use of
interview techniques.

Qualitative research are

more reliable than
Quantitative

c) Production
monitoring system

d) Internal records
system

marketing intelligence

marketing management

identifying market
opportunities and
problems

Maintaining a 24/7 flow

of information from the
external environment

marketing information
system

company marketing
data

Causal research.

Primary research.

Mixed methodology.

Focus groups.

Focus groups.

Quantitative research.

Eye contact and body

language, (two useful
research indicators) are All of the above.
excluded from the
analysis.

Dichotomous

Qualitative Questions

Bipolar questions

Leading question

Dichotomous

Leading question

Bipolar questions

Leading question

Dichotomous and
Bipolar

Leading question and

Close ended

Response

descriptive

Research Design

Exploratory Resarc h

Research studies

Experimental studies

Research studies

Experimental studies

depth and structure of

information

all a,b and c

Causal

Qualitative

Audit

all a,b and c

computer assisted
telephone interviewing

computer aided
theorotical interview

anyone can be
translated to the other

it is impossible to
translate the problem

Word association

Sentence completion

creative concept
research

ad tracking

to locate new target

markets

to provide the
advertiser with useful
guidelines for further
advertising

formal research

observational research

the potential for

obsolescence

its lack of cohesiveness

interpretative
techniques

quantitative research

nonprobability sampling qualitative research

mail survey

the observation method

Pretesting is often used

o predict an ad's
Pretesting always uses
likeability by its target external stakeholders.
audience.

central location test

theater test

not restate the problem summarize the findings

Do you remember a
How would you describe time in your life when
the feel of this fabric?
insurance was not
important?

Competitive factors.

All of the above.

Both are false

Both are true

Both are false

Both are true

Both are false

Both are true

Both are false

Both are true

Nominal.

Interval.

Ordinal.

Ratio.

Ordinal.

Nominal.

Ordinal.

Nominal.

Nominal.

Interval.

Testing and
Present-day behavior
assessment benefit
predicts future behavior
society

Nominal. Scale

Interval scale

Internal consistency

Both a and b are

correct answers

.The test should not

correlate with other
measures of the same
construct

There must be a
reliable alternative
form.

The test does not

correlate with another
test of emotional
intelligence, but does
correlate with selfefficacy

The test does not

correlate with other
tests of emotional
intelligence nor with
self- efficacy

Both are false

. Interval

Both are true

Ratio

a
a

Aptitude

. Intelligence

Predictive validity

. Content validity

Nominal scale

Interval

Ordinal scale

Ratio

Shyness when meeting

Depression caused by
a stranger for the first
the loss of a ball game
time

Minnesota Multiphasic
Personality
Inventory(MMPI)

Slosson

Ways in which people

are the same

.A rank order of
participants on some
characteristic

A scale with equal

intervals between
adjacent numbers

. A scale with an
absolute zero point

. Content

. Internal consistency

Measure of
consistency with which
a test measures a single
construct or concept

Measure of degree of
agreement between
two or more scorers,
judges, or raters

Test-retest reliability

Inter-scorer reliability

. Criterion-related
validity

Inference validity

. Interval, nominal,
ordinal, ratio
Reliability

. Ratio, interval,
nominal, ordinal
Prediction

Does it give consistent .Does it measure

results?
multiple constructs?

Scores from the test

are not correlated with
anything

Scores from the test

have a relatively strong
and positive correlation
with other tests of the

Split-forms

Equivalent forms

Both are false

Both are true

. Content validity
evidence

Face validity evidence

Internal consistency

Both a and b are correct

answers

Preference

Meter

Both are false

Both are true

Integrated Marketing Communications 305 A

MCQ
S.n

Question

Integrated marketing communications is the

coordination of all marketing communications in a
unified program to

isolate specialists in
distinct
communications
disciplines

Which type of advertising helps build an image for

the product?

direct

Which of the following is a form of direct response

communications?

customer
relationship
management

Which form of communications is primarily directed

direct response
toward gaining public acceptance and
communications
understanding?

Cisco Systems has been a major supporter of the

Ottawa Bluesfest. Which IMC tool does this best
represent?

Marketing communications money can be wasted if

internal
salespeople are unsuccessful. Which IMC tool is
communications
used for face-to-face persuasion?

Companies can contact customers directly more

easily than in the past through the use of

database
management
systems

Consumers are multi-tasking with the media.

According to one survey, many television viewers
are combining TV watching with what other
activity?

talking on a cell
phone

Which condition prompts a consumer to satisfy a

need?

homeostasis

personal selling

10

When Sandee begs his mother to purchase the Nike

shoes that all his peers are wearing, which level of
safety needs
needs in Maslow's hierarchy is driving his
behaviour?

11

An objective evaluation of one's self is known as

the

ideal self

12

Household formation is an important aspect of

which type of market segmentation?

demographic
segmentation

13

The development and manufacture of unique

products for unique customers is known as

integrated
marketing
communications

14

The formal approach to business-to-business

purchase decision making involves

the CEO

15

Those members of the buying centre that define

the product specifications are known as the

buyers

16

Products with a low market share of a low rate-ofgrowth market are described by the Boston

17

The concept that a large percentage of a product's

sales revenues come from a relatively small group
of purchasers is called the

. 80/20 principle

18

Intensive distribution

. involves the use of

a small number of
retailers in a market
area

19

Though difficult and costly, it is essential that a

creating
marketing plan include an assessment strategy for advertising

20

What personal selling method requires that the

salesperson convince the customer that they need
the product and the brand that he or she
represents?

21

Which of the following was not referred to as a

definition of IMC?

Consistent
seamlessness

22

Consistency is not regarded as an important

characteristic of IMC.

True

23

The marketing mix is irrelevant to IMC. This

statement is:

True

24

Employees should play an integral role in the

development of IMC:

True

25

IMC is about:

Support for the

marketing strategy

26

Brands with a diverse, adaptable appeal are known

Chameleon brands
as:

27

Which of these is a possible disadvantage of IMC?

falling stars

Field selling

Customer focus

28

An awareness of the overall business strategy is

crucial to effective IMC. This statement is:

True

29

Internal and external communications should be:

Discrete

30

Core brand values should be projected via:

Contradictory
messages

31

Cultural shift must precede Promotional Coordination in the progression to IMC. This
statement is:

True

32

Which of the following is NOT a driver for IMC?

Societal based
drivers

33

The development of IMC in organisations can be

seen take _________ main stages.

34

Which of the following did Kitchen and Eagle NOT

identify as principal barriers to IMC?

Power, coordination
and control

35

Brand management structures need to change if

IMC is to be established in many organisations.

True

36

Integrated agencies are the best bet for clients

wishing to adopt fully integrated marketing
communications? This statement is:

True

37

Fully integrated marketing communications are

being practised currently by:

No organisations

38

A major reason for the development of IMC has

been:

The Internet

39

IMC has emerged as a reaction to the:

Demands of
agencies

40

Generally it is not understood who in client

organisations should be responsible for IMC:

True

41

The marketing communication tool that must have

public relations.
a measurable response is _____________

42

Direct marketing communication is designed to

generate ________, not create awareness or
enhance the company image.

a response

43

________ have/has spurred growth in direct

marketing.

Information
technology

44

Most major marketers do some form of direct

marketing today, but _________________

will do less in the

future because of
decreasing rates of
response.

45

When a membership offer that would

automatically offer members unrequested
merchandise at regular intervals. This form of
direct marketing is known as the ________

negative option.

46

Case 1 You are to speak to a high school business

class about direct marketing. They want you to talk
about direct-marketing strategy. You will talk about
the decisions that need to be made as part of the
strategy and how to evaluate the effectiveness of
direct marketing. You decide you also need to talk
about the importance of the direct marketers
relationship with the customer and how to build it.
the medium.
At the school you speak about the difficulty of
choosing the medium, the importance of the copy
writing, the timing, and the offer portion of the
direct-marketing piece. You close your presentation
by addressing the importance of evaluating the
effectiveness of direct marketing.
The first decision you need to address in your talk
is about:

47

48

Refer to Case 1 in question 46. When you speak

about building the direct marketers relationship
with the customer, you will be talking about the
concept of ___________

Refer to Case 1 of question 46 .Which one is

appropriate

the customer
lifetime value (CLV).

70 percent of the
success of direct
marketing is tied to
its timing.

49

A ________________ is a promotion strategy that calls

for using the sales force and trade promotion to
push strategy
move the product through channels.

50

_________________ is the concept under which a

company carefully integrates and coordinates its
many communications channels to deliver a clear,
consistent, and compelling message about the
organization and its products.

Integrated
marketing
communications

51

The first printed advertisements were single

sheets, printed on one side, that today would be
called

barrages.

52

Which of the following isNOTan area of

responsibility for people who work in an advertising printing
agency?

53

Advertisements supply consumers with essential

information about products and services, including

how much the

product or service
costs.

54

Advertising agencies were first developed for, and

still serve, the purpose of

increasing the
amount of research
and decisionmaking clients need
to do.

55

Advertising directly to consumers in newspapers

was first popularized by

the news "criers" of

ancient Greece and
Rome.

56

Infomercials often resemble other types of

television shows, including

news shows.

57

Hemant is a graphic designer working for an

advertising agency to develop print
advertisements.Hemant provides which type of
service?

research

58

make distinctions
Brand names and identity advertising are methods among products
that advertisers use to encourage consumers to
that are actually
very similar.

59

Violations that ethical advertisers strive to avoid

include which of the following?

misleading and
exaggerated claims

60

Which of the following is NOT considered a key

player in advertising?

media

61

linger in consumers'
An advantage of television ads over print and radio possession for inads is the ability of television to
depth and repeated
reference.

62

Ganesh works in the marketing department for a

large company, determining the most effective
media for the company to advertise in and
assisting in the purchase of space or time for
ads.Ganesh's job is

account executive.

63

Advertisers divide the population into different

market segments or target audiences based on

lifestyle or
psychological
characteristics.

64

Advertising can be used to sell

ideas.

65

An economy that relies on purchases of goods and

services, and on advertising to create a climate
brand-name nation.
that encourages those purchases has been termed
a

66

Swapnil works for an advertising agency, studying

the buying habits of consumers of different ages
and in different locations, and inviting consumers in
media buying
to discuss their media and purchasing
habits.Swapnil is providing which of the following
areas of service for the agency's clients?

67

Advertisers can reach audiences in target

geographical areas by

placing ads in
regional issues of
national magazines.

68

Products and services that have raised ethical

concerns for advertisers and reputable media in
recent years include

fortune tellers.

Psychological research has revealed which of the

following to advertisers?

All of these.

What is integrated marketing communications

(IMC)?

Close
communications
between production
managers and
marketing
managers

71

What is the main objective of informative

advertising?

To keep the brand

in consumers'
minds during the
mature stage of the
product life cycle

72

Setting proper advertising budgets is difficult

because

Precise data is
difficult to identify
and gather

73

What two major communication channels do

marketers use to convey their product to
consumers?

Word-of-mouth and
commercials

69

70

74

To set its total promotion budget, a company can

choose between four common methods:
__________.

The affordable
method and the
percentage-of-sales
method

75

Which of the following is not an element of

communication?

Sender

76

Awareness, __________, ___________, preference,

Liking, attitude,
___________ and purchase are the stages consumers
conviction
move through in terms of buyer-readiness.

77

Which is not a factor that makes a message source

Likeability
credible?

78

When developing an advertising program,

marketers must make five major decisions. These
are: ______________.

Target audience,
objective setting,
budget decisions,
message decisions,
campaign
evaluation

79

What is the name of the promotional tool aimed at

building good relations with a company and its
publics?

Promotion

80

Which of the following are tools used by public

relations departments?

Press relations

81

Which type of advertising objective is the most

important for mature products?

Comparison
advertising

82

The key players in advertising are the advertiser,

the agency, the media, the supplier, and the
audience.

True

83

The agency person in charge of an advertisers

business is known as the client manager.

True

84

Most large businesses have an in-house agency.

True

85

Most companies have only one advertising agency

working for them, known as the agency-of-record.

True

86

An in-house agency performs most.And sometimes

all, of the functions of an outside advertising
True
agency.

87

Newspapers, radio or TV stations, billboards.And so

True
forth are known as media vehicles.

88

The primary advantage of advertisings use of

mass media is that the costs are spread over the
large number of people that these media reach.

True

89

Freelance writers, lighting specialists.And printers

are examples of suppliers

True

90

Key players that provide specialized services that

assist advertisers, advertising agencies.And the
media in creating and placing ads are known as
suppliers or vendors.

True

91

Advertising strategy starts with the identification of

True
the customer or prospective customer.

92

Purchasers and product users are synonymous

terms.

True

93

Integrated marketing communication (IMC) means

that ads can now be customized to individual
consumers.

True

94

The advertising question with respect to

globalization is whether to standardize ads or
advertising strategies across all cultures o.And to
adapt ads and strategies to local markets.

both are true

95

In which type of advertising agency does an

advertiser produce its own advertising?

agency-of-record

96

Which of the following is NOT a task performed by

an advertisers advertising department?

creates the
advertising

97

Which of the following is a task performed by an

advertisers advertising department?

creates the
advertising

98

The primary responsibility of this department is to

act as a liaison between the marketing department accounting
in large organizations and the advertising agency
department
(or agencies) and other vendors.

99

When creating an advertisement or complete

campaign, it is typically more efficient to use an
outside agency for all of the following reasons,
EXCEPT

100

Agencies typically
have fewer
restrictions getting
ideas approved.

The working relationship between an advertiser

and an advertising agency is known as the ________ advertising
partnership.

Answ
er

maximize the
impact on the
intended target
audience

reduce the cost of

marketing
communications

limit the range of

services that an
agency must
provide

product

promotional

promotional

sales promotion

direct mail

promotional
advertising

interactive
communications

sales promotion

public relations

direct response

public relations

sponsorship

personal selling

public relations

integrated
marketing
communications

product advertising sponsorship

eprocurement

working out at the

gym

driving a car

working out at the

gym

motive

conformity

personality

physiological needs social needs

self-actualization

self-image

self-image

real self

lifestyle
segmentation

benefit
segmentation

geographic
segmentation

integrated
marketing
communications

customer
mass customization relationship
management

an RFP

a buying centre

a buying committee

gatekeepers

influencers

users

question marks

. purchase
aggregate basis

dogs

concentration
attribute

requires that the

is usually used for
bypasses
manufacturer and
the distribution of
intermediaries
retailer cooperate
soft drinks, candy
entirely
closely and directly and gum

pretesting
advertisements

Telemarketing

Orchestration

front-loaded
expenditure effect

strivers

measuring
analyzing selective
advertising
perception
effectiveness

. Sales teaming

Seamless
communication

Indirect selling

Whole egg

False

False

False

Co-ordinated
promotional tools

Harmonised
messages

A strategically
determined bend of
internal and
external messages

Butterfly brands

Chrysalis brands

Top Brands

Communications
synergy

Co-ordinated brand
Centralisation
development

False

Blended

Separate

Unrelated

Conflicting
messages

Consistent
messages

Conservative
messages

False

Both are false

both are true

Communication
base drivers

Organisational
drivers

Market based
drivers

Competitor
retaliation

Flexibility/modificati Power, coordination

on issues
and control

False

False

Most advertising
agencies

Most advertising
agencies

A few
multinationals

A more
collaborative
approach to
strategy

The move towards

relationship
marketing

Increasingly little
difference between
products

Demands of clients

Structural
Demands of
inadequacies of the
shareholders
industry
False

direct marketing.

advertising.

sponsorship.

hype or excitement

product
understanding

all a,b and c

Decreasing
advertising costs

Decreasing
advertising costs

Video technology

will do even more

information-based
direct marketing in
the future.

will do less in the

future because of
None of the above.
increasing mail and
shipping costs.

positive option.

two-step process.

negative option.

the timing and

sequencing of the
offer.

the message.

the offer.

assessing the
recency, frequency, the use of
and monetary value telemarketing in
of the customer
account support.
purchases.

assessing the
recency, frequency,
and monetary value
of the customer
purchases.

the medium is not

the offer is the least
nearly as important
important element
as good copy in
of the direct
developing an
marketing piece.
effective strategy.

70 percent of the
success of direct
marketing is tied to
its timing.

pull strategy

blocking strategy

integrated strategy

Integrated demand Integrated

The promotion mix
characteristics
international affairs

fliers.

fliers.

brochures.

creativity

research

buying

all of these.

where to get the

product or service.

how much the

product or service
costs.

pushing clients to
make rapid
decisions.

simplifying and
speeding the
purchasing of ads
for their clients.

mystifying ad
purchasing so that
clients do not
attempt it on their
own.

the ads for other

the news "criers" of
religious books that
the "penny papers"
ancient Greece and
appeared in
of the 1800s.
Rome.
Gutenberg's Bibles.

talk shows.

live, audienceall of these.

participation shows.

creative

all of these

buying

satisfy
subconscious
motivations.

perceive hidden
messages.

reach their
demographic
potential.

all of these

testimonials from
unknowledgeable
people

false statements

advertiser

government

agency

provide advertisers
let consumers hear
carefully targeted
a product and see it
do all of these.
audiences of as few
in action.
as a single person.

graphic design.

creative direction.

all of these.

demographics, such geographic

as age or sex.
location.

consumer culture.

selling society.

mediaocracy.

creative

all of these

research

advertising in local
newspapers.

buying time on
doing all of these.
local radio stations.

weight loss
systems.

weight loss
systems.

media planning.

products.

all of these.

Our emotions and

People's lifestyle
desires can be
choices affect their
linked to products
buying habits.
to drive sales.

Advertisers should
match media to the
level of rational
thought people put
into particular
buying decisions.

The integration of
advertising,
personal selling,
sales promotion,
Mixing advertising
and public
and sales
relations, direct and
promotions
online marketing
tools to achieve
marketing
objectives

Direct
communication with
a healthy mix of
diverse customers
to study their
purchasing habits

To stimulate
primary demand

To keep the brand

in consumers'
To create selective
minds during the
demand
mature stage of the
product life cycle

It is not that critical,

since a research
Is not a problem
study found that
with today's
advertising did not
computers and
have much impact
specialised software
on consumer
purchases

It is a function of
the finance
department, not
marketing

Personal and nonpersonal channels

Print media and

events

Message source
and feedback

The affordable
method, the
percentage-of-sales
method, the
competitive-parity
method and the
objective-and-task
method

Defining specific
objectives,
determining the
tasks that must be
performed to
achieve these
objectives, and
estimating the
costs of performing
these tasks

Competitive
method, parity
method, objective
method and task
method

Feedback

None of the
mentioned

reciever

Post-purchase,
knowledge, liking

Knowledge, liking,
attitude

pre-purchase
,knowledge ,liking

Trustworthiness

Expertise

All of the above

Objective setting,
target audience,
objective setting
response sought,
and budget
message decisions,
decisions
campaign
evaluation

target auduence
and message
decisions

Publicity

Public relations

Promotion

Lobbying

All of the above

Product publicity

Reminder
advertising

Comparison
advertising

Persuasive
advertising

False

False

False

False

False

Both are false

both are true

False

False

False

Both are false

both are true

False

Both are false

both are true

False

False

b
False

Both are false

False

True

home agency

in-house agency

onsite agency

coordinates
activities with
vendors, such as
media, production,
and photography

makes sure the

work gets done as
scheduled

determines whether
the work has
achieved prescribed
objectives

coordinates
activities with
vendors, such as
media, production,
and photography

determines the
marketing
objectives

sets the price if it is

included in an
advertisement

brand manager

advertising
department

traffic department

Agencies have
creative expertise.

Agencies have
media knowledge.

Agencies have
workforce talent.

vendor-client

professional-client

agency-client