Question 1

An assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do is called:

Accepted Answer

A)   tracking.
B)   impressions.
C)   pretesting.
D)   pulsing.
E)   post-testing.

Question 2

A company claims its weight-reduction drug causes a weight loss of 10 kilograms in seven days with no exercise.The company creates 30-minute infomercials explaining the benefit of this drug.The infomercial provides a mail address for interested customers.This is an example of:

Accepted Answer

A)   a catalogue.
B)   direct mail.
C)   DRTV.
D)   a kiosk.
E)   cause-related marketing.

Question 3

Explain the concept of public relations.

Accepted Answer

Public relations (PR)is an organizationa...

Question 4

A company specializes in winter clothing.It advertises heavily in the winter and then stops advertising once the season ends.Which of the following best describes the advertising schedule adopted in the given scenario?

Accepted Answer

A)   Flighting
B)   Cause related
C)   Continuous
D)   Deceptive
E)   Pulsing

Question 5

Explain the three components that constitute an integrated marketing communications (IMC)strategy.

Accepted Answer

There are three components in any integrated marketing communications (IMC)strategy: the consumer or target market,the channels or vehicles through which the message is communicated,and the evaluation of the results of the communication.The first component focuses on consum­ers,examining the communication process: how consumers receive communications,whether via media or other methods,and how the delivery of that communication affects a message's form and content.The second component identifies the steps involved in plan­ning successful campaigns,from identifying a target audience to creating an actual ad and assessing its performance.It also considers how the level of complexity in IMC strate­gies leads marketers to design new ways to measure the results of IMC campaigns.The last component examines the six distinct tools of IMC-advertising,personal selling,sales promotion,direct marketing,public relations,and digital media-and how each is used in an overall IMC strategy.

Question 6

Pull strategy campaigns attempt to motivate the seller to highlight the company's product,rather than the products of competitors,and thereby push the product onto consumers.

Accepted Answer

A) True 
 B)False

Question 7

A company manufactures bikes.Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising schedule?

Accepted Answer

A)   Flighting
B)   Cause-related
C)   Continuous
D)   Deceptive
E)   Pulsing

Question 8

Cossacks is a computer manufacturing company.To boost sales,it offers discounts on computers to encourage retailers to sell higher volumes.Which of the following strategies best describes Cossacks's distribution channel strategy?

Accepted Answer

A)   Impressions
B)   Push
C)   Reach
D)   Media buy
E)   Frequency

Question 9

Explain the different types of advertising schedules used by companies for the advertisement of their products.

Accepted Answer

An advertising schedule specifies the ti...

Question 10

Heads International manufactures helmets.To promote sales,it releases an advertisement featuring its products.The company monitors the daily and weekly sales volume of its products while the ad is running.This is an example of:

Accepted Answer

A)   tracking.
B)   impressions.
C)   pretesting.
D)   pulsing.
E)   post-testing.

Question 11

Which of the following refers to channels that include national newspapers,magazines,radio,and television,and is ideal for reaching large numbers of anonymous audience members?

Accepted Answer

A)   Media buy
B)   Media planning
C)   Mass media
D)   Niche media
E)   Media mix

Question 12

A company that manufactures office stationery relies on salespeople to sell door to door.This is an example of:

Accepted Answer

A)   impressions.
B)   DRTV.
C)   cause-related marketing.
D)   deceptive advertising.
E)   personal selling.

Question 13

Any interference that stems from competing messages,a lack of clarity in the message,or a flaw in the medium is called:

Accepted Answer

A)   noise.
B)   frequency.
C)   decoding.
D)   a communication channel.
E)   a feedback loop.

Question 14

Measuring sales impact is challenging because of the many influences other than advertising on consumers' choices,purchase behaviour,and attitudes.

Accepted Answer

A) True 
 B)False

Question 15

A company manufactures laundry detergent.The company relies on door-to-door salespeople who provide information and services that save the customers time and effort.This is an example of:

Accepted Answer

A)   a weblog.
B)   direct mail.
C)   DRTV.
D)   a kiosk.
E)   personal selling.

Question 16

Explain the concept of gross rating points.

Accepted Answer

Marketing communications managers usually state their media objectives in terms of gross rating points (GRP),which represents reach multiplied by frequency (GRP = reach × frequency).This measure can be used for various media advertising-print,radio,or television.GRP can be measured for print,radio,or television but,when comparing the calculations,they must refer to the same medium.

Question 17

Explain the key components of print advertising.

Accepted Answer

Print advertising has several key compon...

Question 18

Which of the following includes monitoring key indicators,such as daily or weekly sales volume,while the advertisement is running to shed light on any problems with the message or the medium?

Accepted Answer

A)   Tracking
B)   Impressions
C)   Pretesting
D)   Pulsing
E)   Post-testing

Question 19

In the past decade,the budgets for direct marketing and public relations have decreased considerably.

Accepted Answer

A) True 
 B)False  False

Question 20

Which of the following is a paid form of communication from an identifiable source,delivered through a communication channel,and designed to persuade the receiver to take some action,now or in the future?

Accepted Answer

A)   Tracking
B)   Pretesting
C)   Advertising
D)   Decoding
E)   Feedback loop

Exam 14: Strategic Pricing Methods

An assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do is called:

Correct Answer
verified

A company claims its weight-reduction drug causes a weight loss of 10 kilograms in seven days with no exercise.The company creates 30-minute infomercials explaining the benefit of this drug.The infomercial provides a mail address for interested customers.This is an example of:

Correct Answer
verified

Explain the concept of public relations.

Correct Answer
verified
Public relations (PR)is an organizationa...
View Answer

A company specializes in winter clothing.It advertises heavily in the winter and then stops advertising once the season ends.Which of the following best describes the advertising schedule adopted in the given scenario?

Correct Answer
verified

Explain the three components that constitute an integrated marketing communications (IMC)strategy.

Pull strategy campaigns attempt to motivate the seller to highlight the company's product,rather than the products of competitors,and thereby push the product onto consumers.

Correct Answer
verified

A company manufactures bikes.Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising schedule?

Correct Answer
verified

Cossacks is a computer manufacturing company.To boost sales,it offers discounts on computers to encourage retailers to sell higher volumes.Which of the following strategies best describes Cossacks's distribution channel strategy?

Correct Answer
verified

Explain the different types of advertising schedules used by companies for the advertisement of their products.

Correct Answer
verified
An advertising schedule specifies the ti...
View Answer

Heads International manufactures helmets.To promote sales,it releases an advertisement featuring its products.The company monitors the daily and weekly sales volume of its products while the ad is running.This is an example of:

Correct Answer
verified

Which of the following refers to channels that include national newspapers,magazines,radio,and television,and is ideal for reaching large numbers of anonymous audience members?

Correct Answer
verified

A company that manufactures office stationery relies on salespeople to sell door to door.This is an example of:

Correct Answer
verified

Any interference that stems from competing messages,a lack of clarity in the message,or a flaw in the medium is called:

Correct Answer
verified

Measuring sales impact is challenging because of the many influences other than advertising on consumers' choices,purchase behaviour,and attitudes.

Correct Answer
verified

A company manufactures laundry detergent.The company relies on door-to-door salespeople who provide information and services that save the customers time and effort.This is an example of:

Correct Answer
verified

Explain the concept of gross rating points.

Explain the key components of print advertising.

Correct Answer
verified
Print advertising has several key compon...
View Answer

Which of the following includes monitoring key indicators,such as daily or weekly sales volume,while the advertisement is running to shed light on any problems with the message or the medium?

Correct Answer
verified

In the past decade,the budgets for direct marketing and public relations have decreased considerably.

Correct Answer
verified
False

Which of the following is a paid form of communication from an identifiable source,delivered through a communication channel,and designed to persuade the receiver to take some action,now or in the future?

Correct Answer
verified

Exam 14: Strategic Pricing Methods

An assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do is called:

Correct AnswerverifiedShow Answer

A company claims its weight-reduction drug causes a weight loss of 10 kilograms in seven days with no exercise.The company creates 30-minute infomercials explaining the benefit of this drug.The infomercial provides a mail address for interested customers.This is an example of:

Correct AnswerverifiedShow Answer

Explain the concept of public relations.

Correct AnswerverifiedPublic relations (PR)is an organizationa...View AnswerShow Answer

A company specializes in winter clothing.It advertises heavily in the winter and then stops advertising once the season ends.Which of the following best describes the advertising schedule adopted in the given scenario?

Correct AnswerverifiedShow Answer

Explain the three components that constitute an integrated marketing communications (IMC)strategy.

Pull strategy campaigns attempt to motivate the seller to highlight the company's product,rather than the products of competitors,and thereby push the product onto consumers.

Correct AnswerverifiedShow Answer

A company manufactures bikes.Its advertising schedule runs steadily throughout the year.Which of the following best describes the bike manufacturing company's advertising schedule?

Correct AnswerverifiedShow Answer

Cossacks is a computer manufacturing company.To boost sales,it offers discounts on computers to encourage retailers to sell higher volumes.Which of the following strategies best describes Cossacks's distribution channel strategy?

Correct AnswerverifiedShow Answer

Explain the different types of advertising schedules used by companies for the advertisement of their products.

Correct AnswerverifiedAn advertising schedule specifies the ti...View AnswerShow Answer

Heads International manufactures helmets.To promote sales,it releases an advertisement featuring its products.The company monitors the daily and weekly sales volume of its products while the ad is running.This is an example of:

Correct AnswerverifiedShow Answer

Which of the following refers to channels that include national newspapers,magazines,radio,and television,and is ideal for reaching large numbers of anonymous audience members?

Correct AnswerverifiedShow Answer

A company that manufactures office stationery relies on salespeople to sell door to door.This is an example of:

Correct AnswerverifiedShow Answer

Any interference that stems from competing messages,a lack of clarity in the message,or a flaw in the medium is called:

Correct AnswerverifiedShow Answer

Measuring sales impact is challenging because of the many influences other than advertising on consumers' choices,purchase behaviour,and attitudes.

Correct AnswerverifiedShow Answer

A company manufactures laundry detergent.The company relies on door-to-door salespeople who provide information and services that save the customers time and effort.This is an example of:

Correct AnswerverifiedShow Answer

Explain the concept of gross rating points.

Explain the key components of print advertising.

Correct AnswerverifiedPrint advertising has several key compon...View AnswerShow Answer

Which of the following includes monitoring key indicators,such as daily or weekly sales volume,while the advertisement is running to shed light on any problems with the message or the medium?

Correct AnswerverifiedShow Answer

In the past decade,the budgets for direct marketing and public relations have decreased considerably.

Correct AnswerverifiedFalse

Which of the following is a paid form of communication from an identifiable source,delivered through a communication channel,and designed to persuade the receiver to take some action,now or in the future?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified
Public relations (PR)is an organizationa...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
An advertising schedule specifies the ti...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Print advertising has several key compon...
View Answer

Correct Answer
verified

Correct Answer
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False

Correct Answer
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