The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?

The relative average cost to reach one thousand people

Interactive media can be best described as ....

Media that allows 2-way messages between company & consumer

Choose 2 answers that could fill in the blank: IMC is about....

co-ordinated promotional tools, harmonized messages

Gross impressions means ....

All possible exposures to a given medium at a given time

The 'transmission of information, ideas, attitudes, or emotion from one person to another; is known as:

The circular model of communication

Which of the following is NOT an advantage of coupons?

Manufacturers pay for advertising & redemption.

Identify ONE reason media choices have become more difficult in recent years ....

Internet is used more frequently than any other medium

Which of the following is NOT a disadvantage of attending a trade show or exhibition?

The mix of visitors visiting the show

One of the arguments that supports the competitive-parity method for budgeting promotions is that:

It represents the collective wisdom of the industry.

The ‘flighting’ media schedule is ....

An intermittent pattern of high activity & low activity

'Count and recount' allowances give resellers discount on:

Stock returned after the promotion period

The major difference between a contest and a sweepstakes is that the:

Contest requires skill, whereas the sweepstakes is based purely on luck

Which of the following statements is TRUE?

Elasticity is constant along a linear demand curve and so too is revenue.

Trade shows is a term normally applied to:

Specialist interest consumer shows

Brand equity is a result of:

The public valuation of the brand

Shimp (2010) says creative advertising consists of 3 elements: C A N. What does it stand for?

Connectedness, Appropriateness, Novelty

Mean end chain laddering includes:

Attributes, consequences, benefits, risks and values

What is a push strategy?

A communications strategy aimed at customers

studbud

MKT3151_100 Questions_Exam Revision

100 termsStudBud Administration37 plays

Use these questions to help you revise the key topics within your MKT3151 module. Take your time. Any that you find challenging highlight an area for you to focus your revision!!

Flashcards100 cardsFPractice quizPHost liveL

Questions 100

Answers

1
The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?
Percentage of impressions that results in a click
Percentage of households tuned to TV
A payment received for each action
The relative average cost to reach one thousand people
2
Which ONE of the following is a 'danger' specifically relevant with reporting pre-tests of advertising research?
Visuals can mislead
Respondents are ambiguous
Deadlines are tight
Ethics can be broken
3
Brand name, marketing communications, packaging, and price are examples of ....
Extrinsic attributes
Brand Value
Brand anatomy
Intrinsic attributes
4
Choose which one is a hierarchy of effects or sequential model used to explain how advertising works:
SWOT
AIDA
ADD
PESTLE
5
..... is used to influence the way an organization is perceived by various groups of stakeholders.
Advertising
Sales promotion
Public relations
Direct marketing
6
Interactive media can be best described as ....
Customized Marketing Messages
Marketing Mix
Marketing Communications Mix
Media that allows 2-way messages between company & consumer
7
Determining the promotion budget on the basis of financial availability is which of the following budget methods?
Competitive-parity method
Affordable method
Objective-and-task method
Percentage-of-sales method
8
Creating an advertising pitch begins with a(n) ____________.
Creative brief
Audience analysis
Request for proposal (RFP)
Account Planner
9
Choose 2 answers that could fill in the blank: IMC is about....
co-ordinated promotional tools
harmonized messages
support for the marketing strategy
a blend of internal & external messages
10
_______ is used heavily when introducing a new product category. The objective is to build primary demand.
Comparative advertising
Institutional advertising
Informative advertising
Persuasive advertising
11
Gross impressions means ....
All possible exposures to a given medium at a given time
The impact a message has on consumers
Both blue and yellow
The percentage of the target audience exposed to a message
12
What is more important in brand equity?
None
Customer perception
Quantity
Quality
13
Use of entertainment material through paid or owned media which features a single brand is referred to as:
Advertisment
Sponsorships
Exhibitions
Branded content
14
Post-testing is also known as copy testing.
True
False
15
The primary objective is to get the attention of shoppers and to stimulate them to make a purchase? What media is this?
In-store media
Broadcast media
Support media
Interactive media
16
The 'transmission of information, ideas, attitudes, or emotion from one person to another; is known as:
The linear model of communication
The AIDA model of communication
The two way model of communication
The circular model of communication
17
Of the following, which is not a method of costing media ....
CPA
CPR
CTR
CPM
18
Which of the following is NOT an advantage of coupons?
Manufacturers pay for advertising & redemption.
A large percentage of coupons are redeemed by consumers.
Coupons are helpful to an ongoing campaign & increase store traffic.
Using coupons increases the perception that a retailer offers good value.
19
Identify ONE reason media choices have become more difficult in recent years ....
Segmentation
Internet is used more frequently than any other medium
Satellite radio has come on the scene
Newspapers now use colour
20
----- deals with the various stages a consumer goes through before purchasing products
Consumer perception
Consumer interest
Consumer attitude
Consumer behavior
21
Which of the following is NOT a disadvantage of attending a trade show or exhibition?
Taking the sales force off the road
Providing corporate hospitality
The disproportionate amount of managerial time
The mix of visitors visiting the show
22
Many brands have human characteristics this is referred to as:
Brand value
Brand names
Brand personalities
Branding pyramid
23
One of the arguments that supports the competitive-parity method for budgeting promotions is that:
It is the fairest method.
It is the cheapest method.
It is the easiest method on a global basis.
It represents the collective wisdom of the industry.
24
The redemption rate for 'self-liquidating' premiums is very high.
False
True
25
The ‘flighting’ media schedule is ....
Intermittent, intense activity within a continuous pattern
A hybrid strategy of scheduling
A continuous pattern of messaging
An intermittent pattern of high activity & low activity
26
'Count and recount' allowances give resellers discount on:
Stock returned after the promotion period
All of them
Stock sold during the promotion period
Stock bought in during the promotion period
27
What type of media helps advertisers demonstrate the benefits of using a particular product & service?
Interactive media
Support media
Print media
Broadcast media
28
The major difference between a contest and a sweepstakes is that the:
Sweepstakes require skill, whereas the contest is based purely on luck
Odds of winning are higher in a contest
Sweepstakes is based upon a mail entry
Contest requires skill, whereas the sweepstakes is based purely on luck
29
The model that has 6 stages of awareness, knowledge, liking, preference, conviction & purchase is called:
The Hierarchy of Effects model
Means-End Chain Laddering
The AIDA model
The Information Integrated Response model
30
Which of the following statements is TRUE?
Elasticity is constant along a linear demand curve and so too is revenue.
If demand is price inelastic, then increasing price will decrease revenue.
If demand is perfectly inelastic, then revenue is the same at any price.
If demand is price elastic, then decreasing price will increase revenue.
31
Which of the following WOULD NOT be one of the primary advertising objectives?
To inform
To make profits
To remind
To persuade
32
Which of the following is NOT considered to be an objective associated with the use of sales promotions?
Prompt buyers into trial purchase
Increase volume of individual purchases
Change buyer attitudes
To reward behaviour
33
Trade shows is a term normally applied to:
Generalist interest consumer shows
Specialist interest consumer shows
Business-to-business markets
Channel only intermediaries
34
One of the following is NOT a strength of magazines .....
Inherent design flexibility
Shelf-life
Deadline flexibility
Quality reproduction
35
Consistency is not regarded as an important characteristic of IMC.
True
False
36
Peer-to-peer content originating from an identified sponsor passed on to persuade others is known as:
Word of Mouth marketing
Peer to Peer marketing
Viral marketing
Direct response marketing
37
Brand equity is a result of:
The public valuation of the brand
Neither
Similarity in consumer response
Differences in consumer response
38
Post testing is an evaluation conducted to know whether a proposed ad campaign is appealing to target group
False
True
39
Shimp (2010) says creative advertising consists of 3 elements: C A N. What does it stand for?
Contentedness, Adoption, New
Connectedness, Appropriateness, Novelty
Culture, Appropriateness, Novelty
Consumer, Appropriateness, Narrative
40
Which type of advertising appeal encourages purchase by providing a conviction on the benefits you will be provided?
Rational appeal
Fear appeal
Emotional appeal
Scarcity appeal
41
Mean end chain laddering includes:
Attributes, functional benefits, consequences and risks
Attributes, emotions, benefits and risks
Attributes, consequences, benefits, risks and values
Attributes, psychological feelings, terminal values and instrumental
42
The first step in using the objective-and-task promotional budgeting method is to:
Analyze competitive budgets for perceived weaknesses.
Calculate last year’s sales percentages.
Define specific advertising tools that can be afforded.
Define specific objectives.
43
Which of the following is NOT a PR technique?
Publicity stunt
Product launch event
On pack free prize
Sponsorship
44
In the communication process where receivers unpack the components of the message and make sense of it:
Transfer
Noise
Encoding
Decoding
45
Which ONE of the following refers to the relationship between readership and circulation?
RPC
TVR
CPT
GRP
46
The first step in developing an advertising program should be to:
set the advertising budget.
evaluate advertising campaigns.
set advertising objectives.
develop an advertising strategy.
47
A marcomms tool that uses non-personal media to create communication with customers and stakeholders is:
Public relations
Sales promotion
Advertising
Direct marketing
48
What is a push strategy?
Communications aimed at distributors
A marketing strategy with a customer focus
A hard sell marketing strategy
A communications strategy aimed at customers
49
All of the following methods are used for evaluating advertising effectiveness EXCEPT:
Post-test
Marginal test
Concurent test
Pre-test
50
Who would normally be responsible for developing the creative brief in an advertising agency?
Media planner
Account planner
Account executive
Creative partnership
51
A graphical representation of the media schedule information is called a ...
A media flowchart
Media objectives
A timetable
A media plan
52
Shimp (2010) says that advertisers aim for their ads to be creative but they also need to ....... in the memory.
stay
remain
hold
stick
53
A major reason for the development of IMC has been:
a more collaborative approach to strategy
the move towards relationship marketing
increasingly little difference between products
the Internet
54
________ define the task that advertising must do with a specific target audience during a specific period of time.
Advertising campaigns
Advertising budgets
Advertising strategies
Advertising objectives
55
Reach is defined as?
The total number of unduplicated exposures
The total number of duplicated exposures
Insufficient exposure to the target audience
The number of times a reader is exposed to a message
56
Magazine performance has remained stable in recent years due to ...
Low cost
Multi-page combinations
Their ability to address segmented audiences
The development of brand values
57
... is a strategic activity used to distinguish a brand, for a consumer to understand it.
Brand positioning
Brand extension
Brand anatomy
Brand heritage
58
Which advertising appeal tends to have a lower level of brand recall than other appeals?
Sexual appeal
Humour appeal
Fear appeal
Scarcity appeal
59
Select the most correct statement about: Too often with IMC...
costs are too high & profits are too low.
it doesn't work because of global regulations.
the tendency is overcome awareness & image problems.
it's difficult to coordinate with all parties involved.
60
Advertising research is usually carried out with:
Users of the product
Buyers of the product
The target audience
Shareholders
61
An advertising objective is classified by its primary purpose is to inform, persuade, or ....
explain
convince
compete
remind
62
Which of the following is NOT a financial compensation option for advertising agencies?
Production charges mark-up
Merit pay based on results
Media commissions
Fluctuating hourly rates
63
Which of the following is the odd one out?
Share of conversation
Impressions
Bounce rate
Visitors
64
.... provide information the quality, price & performance of a without having to makes comparisons to other brands
Brand equity
Brand names
Brand positioning
Brand personalities
65
Research suggests that the costs of sales promotions:
Are enormous
Are negligible
Are easily recouped
Outweigh any benefits
66
Which of the following would NOT be involved in setting media objectives?
Reach
Target audience
Frequency
Low involvement purchase decision
67
Of the following reasons, which is not a reason to use sales promotion?
To assist integration
To reward behaviour
To develop brand image
To reach new customers
68
The most logical budget setting method is found in the list below. Which is it?
Competitive-parity method
Affordable method
Objective-and-task method
Percentage-of-sales method
69
Cadbury’s brand is a good example of:
A niche brand
A distributor brand
A manufacturer brand
A generic brand
70
Which ONE of the following is NOT used in advertising research?
Post testing
Copy testing
Voting intention
Pre-testing
71
.... is very effective at delivering messages to target audiences as it allows for explanation unlike other mediums.
Outdoor
Print
Broadcast
Digital
72
Which of the following is a risk of sales promotion?
It borrows from future sales
All of them
It alienates customers
Time and expense
73
Copy testing is also known as:
Concurrent testing
Preview
Pre-testing
Copywriting
74
Which one of these is NOT a method to set a promotional budget?
The affordable method
The competitive-parity method
The integrated method
The percentage-of-sales method
75
If there is low involvement product/market then sales promotions should be used for:
Loyals - to encourage trial
Loyals - reward and increase usage
Loyals - to increase loyalty
All to block out the competition
76
One weakness in using out-of-home media is ....
Relatively low cost
Demographic flexibility
Delivers excellent reach
Difficult to measure & control
77
Media planning is carried out through....
An intuitive process
Research and tested formulas
Both of the above
None of the above
78
Managers make 4 important decisions for advertising. Which one of these is NOT one of them?
Developing advertising strategy
Setting procedures for an advertising culture audit
Setting the advertising budget
Setting advertising objectives
79
With the use of IMC, a company's mass market communications all...
tools have separate marketing objectives.
tools have the same message, look & feel.
target audience is the same.
tools have equal portions of the advertising budget.
80
The best coupon redemption rate achieved is usually in the range:
3-5%
10-12%
6-9%
15-20%
81
What is a pull strategy?
A low budget corporate strategy
A communication strategy aimed at customers
A hard sell marketing strategy
A communications strategy aimed at distributors
82
Clutter is defined as ....
A promotional tool
An overabundance of messages
A faulty broadband connection
Coarse paper stock
83
Cognitive dissonance occurs in which stage of the buyer decision process model?
Information search
Need recognition
Post purchase conflict
Evaluation of alternatives
84
A strong brand commands...
Intense employer loyalty
Intense consumer loyalty
Intense employee loyalty
None of the above
85
Which of the following is a reason sales promotion is important to advertisers today?
It encourages trial usage
All of them
It encourages brand switching
It stimulates short term demand
86
One of the main aims of creativity in advertising is to gain:
Attention
Awareness
Loyalty
Interest
87
Which of the following is NOT one of the divergence dimensions for assessing advertising creativity:
Artistic value
Originality
Synthesis
Emotions
88
Which of these is not a sales promotion technique?
Loyalty card
Questionnaire
Bonus pack
Coupon
89
Premiums are items of merchandise offered free to the consumer.
False
True
90
The main reason for manufacturers to use sales promotions when launching new products is to:
Increase sales
Develop loyalty
Encourage trial
Establish distribution
91
What is one of the big differences between traditional media and social media?
Social media; reaches only a few people at a time
Traditional; no way for to communicate with media producers
The management structure of the companies
Participatory production
92
EDLP stands for:
Everyday low pricing
Extra daily low prices
Effect daily low pricing
Extra discount for long run promotions
93
Which of the following is NOT associated with brand equity?
Brand strength
Brand heritage
Brand description
Brand value
94
Sales promotions are primarily used to increase sales levels in the:
Short term
Medium term
Future
Long term
95
The main reason why organisations use exhibitions is to:
create publicity opportunities
have a competitive presence
develop relationships
make sales
96
Creativity is only relevant to TV advertising.
False
True
97
According to research, there are 4 factors that influence consumer buyer behavior:
Cultural, organizational, personal & psychological
None of the above
Cultural, social, personal and psychological
Psychological, personal, social & CRM systems
98
Which of these is a possible disadvantage of IMC?
Co-ordinated brand development
Customer focus
Centralisation
Communications synergy
99
The consumers' 5 steps of adopting a new product refer to which of the following?
Adoption, interest, evaluation & trial promotion
Awareness, interest, evaluation, trial & adoption
Awareness, interest, cash cows, trial & adoption
Awareness, promotion, evaluation, trial & adoption
100
What does POEM stand for?
planned, outset, and engaged media
paid-for, owned, and engaged media
planned, outset, and earned media
paid-for, owned, and earned media

MKT3151_100 Questions_Exam Revision Flashcards | StudBud