Mar 3025 Chapter 9 Marketing Quiz Questions!

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Mar 3025 Chapter 9 Marketing Quiz Questions! - Quiz

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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

    Correct Answer
    C. It is an advertising principle that is violated by most advertising campaigns
    Explanation
    The correct answer is "It is an advertising principle that is violated by most advertising campaigns." This means that most advertising campaigns do not follow the principle of keeping the message simple. They often complicate the message or include too much information, which can confuse or overwhelm the audience.

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  • 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

    Correct Answer
    E. None of the above
    Explanation
    The given answer, "None of the above," is the correct answer because all of the options listed are fundamental advertising principles. The first option emphasizes the importance of having something meaningful to say before advertising. The second option highlights the need for a simple and powerful message to stand out among other advertisements. The third option suggests prioritizing communication with existing customers to maintain their loyalty. The fourth option suggests focusing on communicating with potential customers who are most likely to convert. Therefore, none of the options listed are excluded from the fundamental advertising principles.

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  • 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

    Correct Answer
    E. Both C and D
    Explanation
    Advertising is much more effective in both Russia and China compared to Canada and Japan. This could be due to various factors such as the size of the market, the level of competition, cultural preferences, and the effectiveness of advertising strategies employed in these countries. It is important for businesses to understand the specific dynamics of each market in order to develop effective advertising campaigns and reach their target audience successfully.

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  • 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

    Correct Answer
    A. True
    Explanation
    The statement suggests that as advertising becomes more attention-grabbing, buyers adapt their sensory systems to screen out advertisements. This implies that buyers are becoming more adept at ignoring or filtering out advertising messages. Therefore, the statement is true.

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  • 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

    Correct Answer
    B. Around 8, under 3
  • 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

    Correct Answer
    C. More than
    Explanation
    The correct answer is "More than" because the statement suggests that advertising in new media, such as the Internet, is trusted more than traditional forms of advertising like television, newspaper, magazine, radio, and billboards. This implies that people have more confidence and belief in the effectiveness of advertising on the Internet compared to other mediums.

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  • 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

    Correct Answer
    B. LFB
    Explanation
    The correct answer is LFB. In the hierarchy-of-effects model, consumer learning about the product leads to belief changes, which then lead to changes in feelings (attitude) toward the product, and finally, result in buying the product. The sequence LFB represents this process accurately.

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  • 8. 

    Which advertising model assumes thoughtful decision-making?

    • A.

      LFB

    • B.

      BFL

    • C.

      FBL

    • D.

      Both A and B

    • E.

      All of the above

    Correct Answer
    A. LFB
    Explanation
    The advertising model that assumes thoughtful decision-making is LFB.

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  • 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

    Correct Answer
    C. FBL
    Explanation
    Romantic fragrance ads typically follow the FBL advertising model. This model focuses on creating an emotional connection with the audience by highlighting the feelings and experiences associated with the product. By using romantic imagery, soft lighting, and captivating storytelling, these ads aim to evoke a sense of desire and allure in viewers. Hence, FBL is the correct answer as it represents the advertising model used in romantic fragrance ads.

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  • 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

    Correct Answer
    B. BFL messages
    Explanation
    The correct answer is BFL messages. BFL stands for Benefit-Focused Language, which is a type of advertising persuasion that emphasizes the benefits of a product or service. The advertising message theme "Try me" suggests that the focus is on encouraging consumers to try the product or service, highlighting its benefits and potential value to them. This type of message aims to persuade consumers by showcasing the advantages and positive outcomes they can expect from trying the product.

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  • 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

    Correct Answer
    C. LFB messages
    Explanation
    LFB messages refer to a type of advertising persuasion where the advertising message theme revolves around identifying a problem or need that the audience might have and then presenting the advertised product or service as the solution to that problem. In this case, the advertising message theme "Have you got this problem? I have the solution" perfectly aligns with the concept of LFB messages, making it the correct answer.

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  • 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

    Correct Answer
    B. The company
    Explanation
    The responsibility to put together a creative brief that describes the target market, product competitive positioning, quality-added claims, and sales increase goals lies with the company. While an ad agency may assist in the process, ultimately it is the company's responsibility to provide the necessary information and direction for the creative brief.

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  • 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

    Correct Answer
    D. Both A and B
    Explanation
    Both statement A and B are correct. Statement A states that new mass communication technologies and advertising processes have increased the efficiency of markets, which can be supported by the fact that spending on television advertising continues to grow in the United States. Statement B states that spending on TV advertising can be argued to be a good allocation of shareholder's funds, which is also supported by the fact that it dominates all media advertising spending. Therefore, both statements A and B are correct.

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  • 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

    Correct Answer
    D. Both B and C
    Explanation
    With each revolution in marketing communication, the entire media market is spurred on by the new competition to become more competitive and more innovative. As new marketing strategies and technologies emerge, companies in the media market are motivated to stay ahead of their competitors by constantly improving and innovating their offerings. This increased competition and innovation ultimately benefit consumers, as they receive better and more innovative products and services from the media market.

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  • 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

    Correct Answer
    D. All of the above
    Explanation
    The correct answer is "All of the above" because media suitability depends on multiple factors. The target market is important to consider because different media channels may be more effective in reaching specific demographics. The basic message strategy is also crucial as it determines the overall message and objectives of the campaign, which can influence the choice of media. Additionally, the creative tactics used to execute the message strategy play a role in determining which media channels are most suitable for effectively communicating the message to the target audience. Therefore, all three factors mentioned in the options contribute to determining media suitability.

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  • 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

    Correct Answer
    C. It is the first priority in advertising placement
    Explanation
    POP advertising is the first priority in advertising placement because it offers a unique advantage of being located at the point of purchase, where consumers are more likely to make a buying decision. This proximity to the purchase decision increases the chances of influencing consumers and driving sales. Additionally, POP end-of-aisle displays are mentioned as effective promotion devices that are cost-effective compared to other advertising methods, further supporting the idea that POP advertising is given priority.

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  • 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

    Correct Answer
    D. Both A and C
    Explanation
    The correct answer is Both A and C. The price per click is increasing as advertisers discover the payoff they get from search advertising and also because it is more subjective to rapid improvement than the traditional mass media advertising process. This implies that advertisers are realizing the effectiveness and value of search advertising, leading to increased competition and higher prices per click. Additionally, the rapid improvement and evolution of search advertising platforms make it a dynamic and constantly changing environment, further driving up prices.

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  • 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

    Correct Answer
    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
    Explanation
    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. This statement suggests that internet advertising allows for quick adjustments and improvements based on testing, unlike traditional mass media advertising such as TV. This highlights the advantage of internet advertising in terms of flexibility and adaptability.

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  • 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

    Correct Answer
    C. Very low click-through rates
    Explanation
    The problem with Facebook's business model is the very low click-through rates. This means that a significant number of users are not engaging with the ads on the platform, resulting in lower revenue for Facebook. This can be a concern for advertisers who may not find it effective to advertise on Facebook if they are not getting enough clicks and conversions. It is important for Facebook to address this issue in order to maintain its profitability and attract more advertisers to its platform.

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  • 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

    Correct Answer
    E. All of the above
    Explanation
    The correct answer is "All of the above" because improving the way you find media that delivers the lowest cost-per-thousand members of the target audience, achieving the most effective mix of ad reach and exposure frequency, and improving the timing of the ad campaign are all approaches that can contribute to improving the productivity of advertising expenditure. By implementing all of these approaches, advertisers can optimize their advertising strategies and maximize the impact of their advertising efforts.

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  • 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

    Correct Answer
    C. Cost-per-thousand of delivered audience (CPM)
    Explanation
    Media costs are generally measured using the cost-per-thousand of delivered audience (CPM) metric. This metric calculates the cost of reaching one thousand individuals or households with a particular advertisement. It helps advertisers and media planners compare the efficiency and cost-effectiveness of different media channels by standardizing the cost based on the audience reached. This allows for better decision-making when allocating advertising budgets and evaluating the performance of different media campaigns.

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  • 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

    Correct Answer
    B. Three exposures
    Explanation
    Researchers have argued that having three exposures within a purchase cycle is optimal. This means that consumers should be exposed to a product or brand at least three times before making a purchase. This level of exposure allows for better brand recognition, increased familiarity, and a higher likelihood of making a purchase. It is believed that three exposures strike a balance between providing enough information and creating a sense of urgency without overwhelming the consumer.

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  • 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

    Correct Answer
    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
    Explanation
    The effective reach of a proposed media schedule refers to the percentage of the target audience that is exposed to an ad the minimum number of times (frequency) that is judged necessary for the ad to be effective. This means that the ad is shown to the target audience enough times to make an impact and achieve the desired results.

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  • 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

    Correct Answer
    D. Low-involvement products that sell as much on their brand name as on their features and have short repurchase cycles
    Explanation
    According to the article, low-involvement products that sell based on their brand name and features, and have short repurchase cycles, need constant advertising to maintain their share-of-voice, share-of-mind, and market shares.

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  • 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

    Correct Answer
    D. Both B and C
    Explanation
    Small companies should maintain a low level of advertising, often in a single medium, as well as use pulsed bursts of increased advertising timed around peak demand periods or special promotions. This approach allows them to have a consistent presence in the market while also capitalizing on opportunities to reach a larger audience during high-demand periods or when running special promotions. By combining these strategies, small companies can effectively allocate their advertising resources and maximize their impact.

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  • 26. 

    Which of the following do magazines sometimes use to try to cheat advertisers?

    • A.

      Magazines sometimes try to cheat advertisers by claiming more sales and a larger circulation than they actually have

    • B.

      Magazines sometimes try to cheat advertisers by claiming less sales and a smaller circulation than they actually have

    • C.

      Magazines never try to cheat advertisers

    Correct Answer
    A. Magazines sometimes try to cheat advertisers by claiming more sales and a larger circulation than they actually have
    Explanation
    Magazines sometimes try to cheat advertisers by claiming more sales and a larger circulation than they actually have. This deceptive practice allows magazines to attract more advertisers by falsely inflating their reach and audience size. By exaggerating their sales and circulation numbers, magazines can charge higher advertising rates and appear more successful than they actually are. This unethical behavior can harm advertisers who rely on accurate data to make informed decisions about where to allocate their advertising budgets.

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  • 27. 

    Which of the following does television sometimes use to try to cheat advertisers?

    • A.

      Television networks sometimes cheat by offering the most popular programs during ratings weeks, thus boosting audience size

    • B.

      Television networks sometimes cheat by offering celebrity-loaded programs during ratings weeks, thus boosting audience size

    • C.

      Television networks sometimes cheat by offering financial incentives during ratings weeks, thus boosting audience size

    • D.

      None of the above

    Correct Answer
    B. Television networks sometimes cheat by offering celebrity-loaded programs during ratings weeks, thus boosting audience size
    Explanation
    Television networks sometimes try to cheat advertisers by offering celebrity-loaded programs during ratings weeks, which helps to increase the size of the audience. By featuring popular celebrities, networks hope to attract more viewers and increase their ratings, which in turn can lead to higher advertising revenue. This tactic is a way for networks to manipulate the system and deceive advertisers into believing that their commercials will reach a larger audience.

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  • 28. 

    Which of the following statements is appropriate to describe pay-per-click advertising fraud?

    • A.

      Click numbers are being inflated by unknown cheaters acting in their own interests

    • B.

      Click numbers are hard to count

    • C.

      It is when a Google partner pays others to click, thus creating a flood of fraudulent clicks that the advertiser must pay for

    • D.

      None of the above

    Correct Answer
    C. It is when a Google partner pays others to click, thus creating a flood of fraudulent clicks that the advertiser must pay for
    Explanation
    Pay-per-click advertising fraud refers to the act of a Google partner paying others to click on ads, resulting in a large number of fraudulent clicks. This fraudulent activity leads to the advertiser being charged for these clicks, which do not generate any genuine interest or potential customers. This statement accurately describes the concept of pay-per-click advertising fraud and how it can negatively impact advertisers.

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  • 29. 

    Marketers must decide whether to concentrate advertising seasonally or to give it greater continuity. A lot depends on:

    • A.

      The consumer purchase cycle

    • B.

      The nature of producer supply

    • C.

      Whether selling seasons exist

    • D.

      The price of the product

    • E.

      Both A and C

    Correct Answer
    E. Both A and C
    Explanation
    The correct answer is "Both A and C." This means that both the consumer purchase cycle and the existence of selling seasons are important factors for marketers to consider when deciding whether to concentrate advertising seasonally or give it greater continuity. The consumer purchase cycle refers to the pattern of when consumers are most likely to make purchases, which can vary depending on the product or industry. Selling seasons refer to specific periods of time when demand for a product is typically higher. By considering both factors, marketers can better determine the timing and frequency of their advertising efforts to maximize their effectiveness.

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  • 30. 

    An advantage of publicity over advertising is:

    • A.

      Its greater credibility

    • B.

      Its paid-for endorsement by media celebrities

    • C.

      Its speed of coverage

    • D.

      Both A and C

    • E.

      A, B and C

    Correct Answer
    D. Both A and C
    Explanation
    Publicity has an advantage over advertising due to its greater credibility and speed of coverage. Unlike advertising, which is paid for and controlled by the company, publicity is earned through media coverage and is seen as more trustworthy by the audience. Additionally, publicity can quickly reach a wide audience through news articles, social media, and other channels, providing faster coverage compared to advertising campaigns that may take time to plan and execute. Therefore, the correct answer is "Both A and C."

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  • 31. 

    The huge success of blog and social network sites on the Internet has become a powerful new source of publicity and WOM, particularly among which age group?

    • A.

      People under 30

    • B.

      People between 31-40

    • C.

      People between 41-50

    • D.

      All age groups

    Correct Answer
    A. People under 30
    Explanation
    The huge success of blog and social network sites on the Internet has become a powerful new source of publicity and word-of-mouth (WOM) among people under 30. This age group is more likely to be active on social media platforms and engage with online content, making them a prime target for spreading information and generating buzz. Additionally, younger individuals tend to have a larger online network and are more likely to share their experiences and opinions with others, further amplifying the reach and impact of publicity through these channels.

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  • 32. 

    Which of the following is an advantage of publicity over advertising?

    • A.

      Its creation of public interest

    • B.

      Its word-of-mouth momentum

    • C.

      Excitement that few advertising campaigns can match

    • D.

      All of the above

    Correct Answer
    D. All of the above
    Explanation
    Publicity has several advantages over advertising. One advantage is its creation of public interest. Publicity often generates curiosity and intrigue, making people more likely to engage with the product or service being promoted. Another advantage is its word-of-mouth momentum. When something is publicized, people tend to talk about it and share their experiences, which can lead to increased awareness and credibility. Lastly, publicity often generates excitement that few advertising campaigns can match. The element of surprise and the organic nature of publicity can create a buzz that traditional advertising methods may struggle to achieve. Therefore, all of the given options are advantages of publicity over advertising.

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  • 33. 

    The disadvantage of publicity is:

    • A.

      The lack of control of whether you get the coverage or not

    • B.

      It is often an all-or-nothing proposition

    • C.

      Both A and B

    • D.

      None of the above

    Correct Answer
    C. Both A and B
    Explanation
    Publicity can be disadvantageous because it lacks control over whether an individual or organization will receive coverage or not. It is often an all-or-nothing proposition, meaning that there is no guarantee of receiving partial coverage. Therefore, both options A and B are correct as they highlight the drawbacks of publicity.

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  • 34. 

    Regarding sponsorship advertising:

    • A.

      It has decreased its share of advertising expenditure over the last 20 years, according to IEG Inc. of Chicago

    • B.

      Your target segments attend the event and some of the event halo attaches to your product or service

    • C.

      It has a relatively expensive reach and frequency

    • D.

      The attention level of the audience is low for ads placed in or around the actual event

    • E.

      None of the above

    Correct Answer
    B. Your target segments attend the event and some of the event halo attaches to your product or service
    Explanation
    The correct answer is "Your target segments attend the event and some of the event halo attaches to your product or service." This is because sponsorship advertising allows companies to reach their target audience directly at events where their target segments are present. By associating their brand with the event, some of the positive attributes and excitement of the event can transfer to the product or service being advertised. This can help create a positive perception and increase brand awareness among the target audience.

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  • 35. 

    Regarding Buzz marketing, which of the following statements is true?

    • A.

      Business Week has concluded that initiating and controlling publicity on the Internet is not as hard as generating publicity through traditional communication means

    • B.

      Blog readers are as excited with advertising messages built into blogs as they are with advertising messages in traditional advertising

    • C.

      Forrester Research estimates that about a quarter of adults read at least one blog each month, and the numbers are increasing

    • D.

      None of these social sites are generating cash flows that come anywhere close to justifying the values Google, You Tube and NewsCorp are paid

    Correct Answer
    D. None of these social sites are generating cash flows that come anywhere close to justifying the values Google, You Tube and NewsCorp are paid
    Explanation
    The correct answer states that none of the social sites mentioned (presumably referring to the ones mentioned in the previous statements) are generating enough cash flows to justify the values that companies like Google, YouTube, and NewsCorp are paid. This implies that the previous statements about the effectiveness of buzz marketing in relation to traditional communication means or advertising messages in blogs are not true.

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  • 36. 

    About publicity:

    • A.

      Publ icity stories are often not reproduced or mentioned in a company’s advertising because they may hurt the credibility of the story

    • B.

      Several sources carrying the story cannot increase credibility

    • C.

      You may get no coverage if no editor or major blog site is interested

    • D.

      Extraordinary reach and frequency can be obtained in a long period of time

    Correct Answer
    C. You may get no coverage if no editor or major blog site is interested
    Explanation
    If no editor or major blog site is interested in covering a publicity story, it is likely that the story will not receive any coverage. This lack of coverage can be attributed to the fact that these editors and blog sites are often the gatekeepers of news and information, determining what stories are worthy of being published. Without their interest or support, the story may go unnoticed and receive no publicity.

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  • 37. 

    Public relations is directed at:

    • A.

      Employees

    • B.

      Stakeholders

    • C.

      Politicians

    • D.

      Media commentators and the general public

    • E.

      All of the above

    Correct Answer
    E. All of the above
    Explanation
    Public relations is a strategic communication process that aims to build and maintain positive relationships between an organization and its various stakeholders. These stakeholders can include employees, stakeholders (such as investors or business partners), politicians, media commentators, and the general public. Public relations professionals work to manage and enhance the reputation and image of an organization by effectively communicating with and engaging these different groups. Therefore, the correct answer is "All of the above" as public relations is directed at all these different audiences.

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  • 38. 

    When consumers buy products, they are essentially saying that they trust the products to satisfy their needs. This trust can result from:

    • A.

      The advertising of products

    • B.

      Their past experiences with products

    • C.

      The companies that make those products

    • D.

      Both B and C

    Correct Answer
    D. Both B and C
    Explanation
    Consumers trust products to satisfy their needs based on their past experiences with products and the companies that make those products. Past experiences with products can create a level of trust if the consumer has had positive experiences in the past. Similarly, consumers may trust products based on the reputation and credibility of the companies that manufacture them. Therefore, both B (past experiences with products) and C (companies that make those products) contribute to the trust consumers place in products.

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  • 39. 

    Publ ic relations (PR) is:

    • A.

      The management function that evaluates public attitudes, identifies the policies and procedures of an organization with public disinterest, and executes a program of action and communication to earn public understanding and acceptance

    • B.

      The management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action and communication to earn public understanding and acceptance

    • C.

      Is a conscious and targeted attempt to shape a company’s image

    • D.

      The content of PR programs should be kept consistent with the different targeted audience

    • E.

      Both B and C

    Correct Answer
    E. Both B and C
    Explanation
    The correct answer is "Both B and C" because public relations (PR) involves evaluating public attitudes, identifying organizational policies and procedures in line with public interest, and executing a program of action and communication to earn public understanding and acceptance. Additionally, PR is a conscious and targeted attempt to shape a company's image. Therefore, both options B and C accurately describe the nature and purpose of PR.

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  • 40. 

    Corporate advertising has been:

    • A.

      Proven to work

    • B.

      Controversial and unproven to work

    • C.

      Well accepted by consumers

    • D.

      None of the above

    Correct Answer
    B. Controversial and unproven to work
    Explanation
    Corporate advertising has been deemed controversial and unproven to work. This suggests that there is disagreement or debate surrounding the effectiveness of corporate advertising in achieving its intended goals. It implies that there is no consensus or conclusive evidence that supports the notion that corporate advertising is successful in its objectives.

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  • 41. 

    Which of the following statements is true about PR, as discussed in advertising module?

    • A.

      PR is used to inoculate against past negative events

    • B.

      In 2006, BP experienced a pipeline oil spill in Alaska and the extensive bad publicity this created totally swamped BP’s previous environment-friendly PR image

    • C.

      The general public is addressed through corporate advertising

    • D.

      Public relations is used to stabilize the share price of a company

    • E.

      B, C and D

    Correct Answer
    E. B, C and D
    Explanation
    PR is used to inoculate against past negative events, as seen in the example of BP's oil spill in Alaska. The general public is addressed through corporate advertising, which is a part of PR. Public relations is also used to stabilize the share price of a company, indicating its importance in managing public perception and investor confidence. Therefore, the correct answer is B, C, and D.

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  • 42. 

    Which of the following activities comes first in the direct marketing process?

    • A.

      Most appealing direct marketing campaign is designed to promote most appealing products and services to each individual customer

    • B.

      Database elements are specified including shopper behavior hisotry

    • C.

      Record is added to database

    Correct Answer
    B. Database elements are specified including shopper behavior hisotry
    Explanation
    In the direct marketing process, the first activity is to specify the database elements, including the shopper's behavior history. This is important because it helps in understanding the preferences and buying patterns of individual customers. By having this information, marketers can design a more targeted and personalized direct marketing campaign that promotes the most appealing products and services to each customer. Adding the record to the database comes after specifying the database elements.

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  • 43. 

    Which of the following activities comes second in the direct marketing process?

    • A.

      Customer sends in warranty card, enters sweepstakes or name is on list

    • B.

      Customer is assigned to a product, channel or profitability segment

    • C.

      Most appealing direct marketing campaign is designed to promote most appealing products and services to each individual customer

    Correct Answer
    A. Customer sends in warranty card, enters sweepstakes or name is on list
    Explanation
    The correct answer is "Customer is assigned to a product, channel or profitability segment." This activity comes second in the direct marketing process because after the customer's information is obtained through warranty cards, sweepstakes entries, or being on a list, the next step is to analyze and categorize the customer based on their preferences and profitability potential. This allows marketers to tailor their marketing campaigns and offers to each individual customer, which is described in the third option.

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  • 44. 

    Which of the following activities comes third in the direct marketing process?

    • A.

      Customer is assigned to a product, channel or profitability segment

    • B.

      Record is added to database

    • C.

      Most appealing direct marketing campaign is designed to promote most appealing products and services to each individual customer

    Correct Answer
    B. Record is added to database
    Explanation
    The correct answer is "Record is added to database." In the direct marketing process, after a customer is assigned to a product, channel, or profitability segment, the next step is to add their record to the database. This ensures that their information is stored and can be accessed for future marketing campaigns. Designing the most appealing direct marketing campaign comes after the record is added to the database, as it requires analyzing customer data and preferences.

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  • 45. 

    Which of the following activities comes fourth in the direct marketing process?

    • A.

      Database is updated, recording response to the campaign

    • B.

      Most appealing direct marketing campaign is designed to promote most appealing products and services to each individual customer

    • C.

      Customer is assigned to a product, channel, or profitability segment

    Correct Answer
    C. Customer is assigned to a product, channel, or profitability segment
    Explanation
    In the direct marketing process, after designing the most appealing direct marketing campaign and updating the database with the response to the campaign, the next step is to assign the customer to a product, channel, or profitability segment. This step involves analyzing the customer's preferences, behavior, and profitability potential to determine the most suitable product or service, channel, or profitability segment for them. This helps in targeting the customer more effectively and maximizing the chances of a successful marketing campaign.

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  • 46. 

    Which of the following activities comes fifth in the direct marketing process?

    • A.

      Database is updated, recording response to the campaign

    • B.

      Most appealing direct marketing campaign is designed to promote most appealing products, features and services to customer

    • C.

      Customer is assigned to a product, channel or profitability segment

    Correct Answer
    B. Most appealing direct marketing campaign is designed to promote most appealing products, features and services to customer
    Explanation
    The correct answer is "Most appealing direct marketing campaign is designed to promote most appealing products, features and services to customer." This activity comes fifth in the direct marketing process because it involves designing a campaign that showcases the most appealing aspects of the products, features, and services to the customer. This step comes after updating the database and assigning the customer to a specific segment, as it requires a thorough understanding of the customer's needs and preferences to create an effective campaign.

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  • 47. 

    When choosing a list for direct marketing, which criteria are often considered to be critical?

    • A.

      How old the list is

    • B.

      The amount of money spent on direct buying by each individual on a list

    • C.

      Both A and B

    • D.

      None of the above

    Correct Answer
    C. Both A and B
    Explanation
    When choosing a list for direct marketing, both the age of the list and the amount of money spent on direct buying by each individual on the list are often considered to be critical criteria. The age of the list is important because older lists may contain outdated or incorrect information, reducing the effectiveness of the marketing campaign. On the other hand, the amount of money spent by individuals on direct buying indicates their purchasing power and likelihood of responding to direct marketing efforts. Therefore, considering both A (how old the list is) and B (the amount of money spent on direct buying) is crucial in selecting a list for direct marketing.

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  • 48. 

    The growth potential for direct marketing is limited:

    • A.

      Very much by the type of merchandise

    • B.

      By the type of people who patronize direct marketers

    • C.

      By the price of the product

    • D.

      Both B and C

    • E.

      A, B, and C

    Correct Answer
    B. By the type of people who patronize direct marketers
    Explanation
    The growth potential for direct marketing is limited by the type of people who patronize direct marketers. This means that the success of direct marketing relies on the preferences, behaviors, and purchasing habits of the target market. If the target market does not find value in or engage with direct marketing, the growth potential is restricted. This factor is crucial in determining the effectiveness and potential reach of direct marketing strategies.

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  • 49. 

    Direct marketing is facing the following issue(s):

    • A.

      As with any high-growth industry, direct marketing has grown faster than the quality of its supporting systems

    • B.

      Consumer response rate to direct marketing is falling

    • C.

      The issue of privacy

    • D.

      All of the above

    Correct Answer
    D. All of the above
    Explanation
    Direct marketing is facing the issue of growing faster than the quality of its supporting systems, which means that the industry has expanded rapidly but the systems and infrastructure to support it have not kept up. Additionally, the consumer response rate to direct marketing is falling, indicating that people are becoming less receptive to these marketing techniques. Lastly, the issue of privacy is also a concern in direct marketing, as consumers are becoming more aware and protective of their personal information. Therefore, all of the given options are correct and contribute to the challenges faced by direct marketing.

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  • 50. 

    Direct marketing has become popular mainly because of:

    • A.

      The availability of computer hardware and software to undertake data mining and list Creation, thereby enhancing contact efficiency

    • B.

      Time pressures on consumers

    • C.

      The increased use of 800-numbers and Internet shopping, which allow easy ordering

    • D.

      An explosion in the issuance and use of credit cards, thus facilitating purchases by phone

    Correct Answer
    A. The availability of computer hardware and software to undertake data mining and list Creation, thereby enhancing contact efficiency
    Explanation
    Direct marketing has become popular mainly because of the availability of computer hardware and software to undertake data mining and list creation, thereby enhancing contact efficiency. This means that with the advancements in technology, companies are now able to collect and analyze large amounts of data, allowing them to target their marketing efforts more effectively. This has made direct marketing a more efficient and cost-effective method for reaching potential customers.

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Quiz Review Timeline +

Our quizzes are rigorously reviewed, monitored and continuously updated by our expert board to maintain accuracy, relevance, and timeliness.

  • Current Version
  • Mar 21, 2023
    Quiz Edited by
    ProProfs Editorial Team
  • Nov 14, 2010
    Quiz Created by
    Amphib2007
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