Mar 3025 Chapter 9 Marketing Quiz Questions!

51 Questions | Total Attempts: 563

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Mar 3025 Chapter 9 Marketing Quiz Questions!

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Questions and Answers
  • 1. 
    Regarding the expression “Keep the message simple,” which is true?
    • A. 

      It is not an advertising principle

    • B. 

      It is an advertising principle that is followed by most advertising campaigns

    • C. 

      It is an advertising principle that is violated by most advertising campaigns

    • D. 

      None of the above

  • 2. 
    Which of the following is NOT one of the fundamental advertising principles?
    • A. 

      If you have something to say, advertise. If not, don’t

    • B. 

      Keep your message simple and powerful; otherwise, it will be lost in the advertising clutter

    • C. 

      Communicate first with your existing customers to keep their business

    • D. 

      Communicate second with your hottest prospects

    • E. 

      None of the above

  • 3. 
    In which of the following countries is advertising much more effective?
    • A. 

      Canada

    • B. 

      Japan

    • C. 

      Russia

    • D. 

      China

    • E. 

      Both C and D

  • 4. 
    As attention-grabbing advertising devices continually advance on the supply side, the sensory-system adaptation of buyers and their ability to screen out advertising continually advance on the demand side.
    • A. 

      True

    • B. 

      False

  • 5. 
    Answers to “How believable are ads?” scored                     out of 9 in the 1950s and                out of 9 in the 1970s?
    • A. 

      Under 3, around 8

    • B. 

      Around 8, under 3

    • C. 

      Neither of the above

  • 6. 
    Advertising in the new media such as the Internet is trusted      television, newspaper, magazine, radio and billboard advertising.
    • A. 

      Less than

    • B. 

      About the same as

    • C. 

      More than

  • 7. 
    Which  of  the  following  advertising  functions  is  a  hierarchy-of-effects  model  of advertising effect because consumer learning about the product leads to belief changes, which lead to changes in feelings (attitude) toward the product, which lead to buying the product?
    • A. 

      BFL

    • B. 

      LFB

    • C. 

      FBL

  • 8. 
    Which advertising model assumes thoughtful decision-making?
    • A. 

      LFB

    • B. 

      BFL

    • C. 

      FBL

    • D. 

      Both A and B

    • E. 

      All of the above

  • 9. 
    Romantic fragrance ads are an example of which advertising model?
    • A. 

      LFB

    • B. 

      BFL

    • C. 

      FBL

    • D. 

      Both A and C

    • E. 

      All of the above

  • 10. 
    What type of advertising persuasion is the basis for the advertising message theme“Try me”?
    • A. 

      LFB messages

    • B. 

      BFL messages

    • C. 

      FBL messages

  • 11. 
    What type of advertising persuasion is the basis for the advertising message theme “Have you got this problem? I have the solution”?
    • A. 

      BFL messages

    • B. 

      FBL messages

    • C. 

      LFB messages

  • 12. 
    Whose responsibility is it to put together a creative brief that describes the target market, product competitive positioning, quality-added claims and sales increase goals?
    • A. 

      An ad agency

    • B. 

      The company

    • C. 

      Both A and B

  • 13. 
    Regarding where to place your ads, which of the following statements is correct?
    • A. 

      By their very evident evolutionary success, the new mass communication technologies and advertising processes have increased the efficiency of markets

    • B. 

      Spending on television broadcast, cable and satellite advertising in the United States continues to grow from around $55 billion in 2002 to a projected $86 billion in 2009 and dominates all media advertising spending

    • C. 

      Spending on TV advertising can be argued to be a good allocation of shareholder’s funds

    • D. 

      Both A and B

    • E. 

      A, B and C

  • 14. 
    With each revolution in marketing communication, the entire media market is spurred on by the new competition to become:
    • A. 

      Less competitive

    • B. 

      More competitive

    • C. 

      More innovative

    • D. 

      Both B and C

  • 15. 
    Media suitability depends on:
    • A. 

      The target market

    • B. 

      The basic message strategy

    • C. 

      The creative tactics used to execute the message strategy

    • D. 

      All of the above

  • 16. 
    Regarding POP advertising:
    • A. 

      It is often much less cost effective (per thousand target shopper exposures) than any other media

    • B. 

      The advertising exposure often occurs only moments before purchase, so it is less timely than any other advertising

    • C. 

      It is the first priority in advertising placement

    • D. 

      POP end-of-aisle displays are also very effective promotion devices and such displays are much less expensive than placing shelf-talkers on the regular product display shelves

  • 17. 
    The price per click is increasing as advertisers discover:
    • A. 

      The payoff they get from search advertising

    • B. 

      It is not worth it to allocate too much budget in Internet advertising any more

    • C. 

      It is more subjective to rapid improvement than the traditional mass media advertising process

    • D. 

      Both A and C

  • 18. 
    Which of the following statements is true about Internet advertising?
    • A. 

      Internet advertising can be fine-tuned and improved in a few days of testing in ways that no TV or other mass media advertising can

    • B. 

      The art of Internet advertising is to select the right companies

    • C. 

      Every company shouldn’t have a Yellow Pages campaign, but should have Google advertising campaign and invest in a high quality website

    • D. 

      Both A and C

    • E. 

      All of the above

  • 19. 
    The problem with Facebook's business model is?
    • A. 

      Increasing concern of regulators over privacy issues

    • B. 

      Increasing concern of its users over privacy issues

    • C. 

      Very low click-through rates

    • D. 

      It does not have problems

  • 20. 
    The productivity of advertising expenditure can be improved by one or more of the following approaches:
    • A. 

      Improving the way you find media that delivers the lowest cost-per- thousand members of the target audience

    • B. 

      Achieving the most effective mix of ad reach and exposure frequency

    • C. 

      Improving the timing of the ad campaign

    • D. 

      Both A and B

    • E. 

      All of the above

  • 21. 
    How are media costs generally measured?
    • A. 

      Costs for every media used for advertisements

    • B. 

      Cost-per-hundred of delivered audience

    • C. 

      Cost-per-thousand of delivered audience (CPM)

    • D. 

      None of the above

  • 22. 
    A number of researchers have argued that having _    exposures within a purchase cycle (time between purchases) is optimal.
    • A. 

      Two exposures

    • B. 

      Three exposures

    • C. 

      Four exposures

    • D. 

      Five exposures

    • E. 

      It is irrelevant

  • 23. 
    The effective reach of a proposed media schedule is:
    • A. 

      The percentage of the target audience exposed to an ad the total number of times (frequency) that is judged necessary for the ad to be effective

    • B. 

      The percentage of the target audience exposed to an ad the maximum number of times (frequency) that is judged necessary for the ad to be effective

    • C. 

      The percentage of the target audience exposed to an ad the minimum number of times (frequency) that is judged necessary for the ad to be effective

    • D. 

      None of the above

  • 24. 
    According to the article “More Weeks, Less Weight: The Shelf-Space Model of Advertising,” what kind of products need to have constant advertising to maintain their share-of-voice, share-of-mind and market shares?
    • A. 

      High-involvement products that sell as much on their brand name as on their features and have short repurchase cycles

    • B. 

      High-involvement products that sell as much on their brand name as on their features and have long repurchase cycles

    • C. 

      Low-involvement products that sell as much on their brand name as on their features and have long repurchase cycles

    • D. 

      Low-involvement products that sell as much on their brand name as on their features and have short repurchase cycles

  • 25. 
    How should small companies advertise?
    • A. 

      They should advertise in the same media channels as the large companies

    • B. 

      They should maintain a low level of advertising, often in a single medium

    • C. 

      They should use pulsed bursts of increased advertising timed around peak demand periods or special promotions

    • D. 

      Both B and C

    • E. 

      A, B and C

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