ESLSCA

MARKETING 1

MULTIPLE CHOICE.

1)_refers to the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell.

1. 1. Human resource development
   2. Marketing communications
   3. Financial management
   4. Operations management
   5. Planning

 

2. Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?
   1. advertising
   2. personal selling
   3. sales promotion
   4. direct marketing
   5. public relations

 

3. Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?
   1. advertising
   2. direct marketing
   3. public relations
   4. personal selling
   5. sales promotion

 

4. Which of the following is an example of a trade promotion?
   1. free samples
   2. discount coupons
   3. display allowances
   4. contests for sales reps
   5. premiums

 

5. Which of the following is an example of a business and sales force promotion?
   1. advertising allowance
   2. free samples
   3. contests for sales reps
   4. display allowance
   5. discount coupons

 

6.                    refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.
   1. Publicity campaigns
   2. Trade promotions
   3. Advertisements
   4. Public relations
   5. Events and experiences

7. Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?
   1. direct marketing
   2. public relations and publicity
   3. personal selling
   4. advertising
   5. sales promotion

 

8. Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?
   1. advertising
   2. personal selling
   3. direct marketing
   4. public relations
   5. sales promotion

 

9.                    is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.
   1. Personal selling
   2. Direct marketing
   3. Sales promotion
   4. Interactive marketing
   5. Public relations

 

10.                    is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.
    1. Personal selling
    2. Sales promotion
    3. Word-of-mouth marketing
    4. Public relations
    5. Advertising

 

11. Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?
    1. advertising
    2. sales promotion
    3. word-of-mouth marketing
    4. public relations
    5. personal selling

 

12. Which of the following is an example of an advertising platform?
    1. posters and leaflets
    2. company magazines
    3. fairs and trade shows
    4. sales presentations

1. 5. continuity programs

 

13. Which of the following is an example of an events and experiences platform?
    1. fairs and trade shows
    2. continuity programs
    3. factory tours
    4. sales presentations
    5. community relations

 

14. Which of the following is an example of a public relations and publicity communication platform?
    1. lobbying
    2. company museums
    3. street activities
    4. company blogs
    5. incentive programs

 

15. Which of the following is an example of an interactive marketing communication platform?
    1. product demonstrations
    2. factory tours
    3. company museums
    4. TV shopping
    5. community relations

 

16. Which of the following is an example of a word-of-mouth marketing communication platform?
    1. chat rooms
    2. billboards
    3. factory tours
    4. incentive programs
    5. trade shows

 

17. Which of the following is an example of a personal selling communication platform?
    1. sales presentations
    2. company blogs
    3. telemarketing
    4. TV shopping
    5. press kits

 

20. Which of the following factors found in the macromodel of the communications process refers to random and competing messages that may interfere with the intended communication?
    1. negative feedback
    2. noise
    3. attenuation
    4. phase lag
    5. selective distortion

 

21. Which of the following represents one of the major tools for effective communication in the macromodel of the communications process?
    1. feedback
    2. noise

1. 3. receiver
   4. message
   5. sender

 

22. Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models?
    1. cognitive stage-affective stage-behavioral stage
    2. affective stage-cognitive stage-behavioral stage
    3. behavioral stage-affective stage-cognitive stage
    4. cognitive stage-behavioral stage-affective stage
    5. affective stage-behavioral stage-cognitive stage

 

23. LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH's products?
    1. learn-do-feel
    2. feel-learn-do
    3. do-feel-learn
    4. feel-do-learn
    5. do-learn-feel

 

24. All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a "learn-feel-do" sequence?
    1. clothes
    2. dish-washers
    3. real estate
    4. personal computer
    5. air tickets

 

25. When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?
    1. feel-do-learn
    2. do-feel-learn
    3. feel-learn-do
    4. learn-do-feel
    5. learn-feel-do

 

26. Which of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?
    1. interest
    2. evaluation
    3. trial
    4. awareness
    5. adoption

 

27. According to the hierarchy-of-effects model, which of the following corresponds to the behavioral stage that a buyer passes through?
    1. awareness
    2. knowledge

1. 3. purchase
   4. preference
   5. conviction

 

28. According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?
    1. attention
    2. exposure
    3. reception
    4. adoption
    5. conviction

 

29. Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications?
    1. attention-interest-desire-action
    2. awareness-interest-evaluation-trial-adoption
    3. awareness-knowledge-liking-preference-conviction-purchase
    4. exposure-reception-cognitive response-attitude-intention-behavior
    5. knowledge-persuasion-decision-implementation-confirmation

 

30. Which is the first step to be performed by a marketer in developing effective marketing communications?
    1. identifying a target audience
    2. determining the objectives
    3. establishing the budget
    4. deciding on the media mix
    5. selecting the communication channels

 

32. Which of the following is the marketing communications objective for a new-to-the-world product, such as electric cars?
    1. enhancing brand awareness
    2. developing brand attitude
    3. increasing brand purchase intention
    4. encouraging repeat purchases
    5. establishing category need

 

33. When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?
    1. developing brand awareness
    2. building customer traffic
    3. enhancing purchase actions
    4. establishing product category
    5. enhancing firm image

 

38. Creative strategies refer to              .
    1. the way marketers translate their messages into a specific communication
    2. the amount of creative content in a communications message
    3. the degree of innovation involved in the marketing of a product
    4. the novelty of a marketing communication

1. 5. the type of medium used to deliver a marketing communication

 

39. A(n)                    appeal is a creative strategy that elaborates on product or service attributes or benefits.
    1. aesthetic
    2. informational
    3. bandwagon
    4. emotional
    5. transformational

 

40. A(n)                    appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.
    1. logical
    2. transformational
    3. reasonable
    4. informational
    5. rational

 

41. Which of the following ads depict a transformational appeal?
    1. Thompson Water Seal can withstand intense rain, snow, and heat
    2. DIRECTV offers better HD options than cable or other satellite operators
    3. NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's
    4. Pringles advertised "Once You Pop, the Fun Don't Stop" for years
    5. Excedrin stops the toughest headache pain

 

42. Which of the following ads depict an informational appeal?
    1. Thompson Water Seal can withstand intense rain, snow, and heat
    2. The California Milk Processor Board ran the successful "Got Milk?" ad to boost declining sales
    3. VW advertised to active, youthful people with its famed "Drivers Wanted" campaign
    4. Pringles advertised "Once You Pop, the Fun Don't Stop" for years
    5. KFC has marketed its fast-food products under the slogan, "Finger Lickin' Good"

 

43.                    is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she possesses to claim.
    1. Trustworthiness
    2. Expertise
    3. Acquaintance
    4. Likability
    5. Professionalism

 

44.                    is a source of a spokesperson's credibility that describes how objective and honest the spokesperson is perceived to be.
    1. Likability
    2. Expertise
    3. Experience
    4. Trustworthiness
    5. Compassion

 

45. Which of the following sources of a spokesperson's credibility describes his or her attractiveness?
    1. expertise
    2. trustworthiness

1. 3. likability
   4. integrity
   5. experience

 

47. Which of the following is an example of a personal communications channel?
    1. public relations
    2. events and experiences
    3. interactive marketing
    4. sales promotions
    5. advertising

 

49. Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers?
    1. expert channels
    2. advocate channels
    3. social channels
    4. formal channels
    5. sponsored channels

 

50. Top Gear is an award-winning British television series about motor vehicles, mainly cars. It is presented by a set of hosts who test drive new cars and provide reviews on the cars' performance, their prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description?
    1. expert channel
    2. formal channel
    3. social channel
    4. sponsored channel
    5. advocate channel

 

53. Which of the following is a form of mass communications channel?
    1. interactive marketing
    2. personal selling
    3. public relations
    4. word-of-mouth marketing
    5. sales presentations

 

55. Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?
    1. fixed annual budget
    2. suitable for long-range planning
    3. priority given to role of promotion as an investment
    4. calculated to reflect what the company can spare for marketing communications
    5. based on the immediate impact of promotion on sales volume

 

56. Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. After extensive discussions, they decide that the size of the budget will be calculated as a fraction of the overall turnover. What method did Kelly and Trent use to arrive at the marketing communications budget?
    1. affordable method
    2. objective-and-task method
    3. competitive-parity method

1. 4. activity-based method
   5. percentage-of-sales method

 

57. Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?
    1. The percentage-of-sales method encourages stability when competing firms spend approximately the same portion of their sales on communications.
    2. The percentage-of-sales method views sales as the determiner of communications rather than as the result.
    3. The percentage-of-sales method leads to a budget set by market opportunities rather than the availability of funds.
    4. The percentage-of-sales method encourages experimentation with countercyclical communication or aggressive spending.
    5. The percentage-of-sales method encourages building the communication budget by determining what each product and territory deserves.

 

 

58. Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?
    1. It discourages stability when competing firms spend approximately the same percentage of their sales on communications.
    2. By using a percentage-of-sales method, communication expenditures tend to be extremely high irrespective of what a company can afford.
    3. It discourages management from thinking of the relationship among communication cost, selling price, and profit per unit.
    4. Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes with long-range planning.
    5. The percentage-of-sales method views sales as the result in itself rather than the determiner of communications.

 

 

59. Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They pore over the sales reports and other financial records and determine the amount of resources they can spare for marketing communications, after resources have been allocated to other functions, such as R&D, logistics, etc. What method did Kelly and Trent use to arrive at the marketing communications budget?
    1. objective-and-task method
    2. affordable method
    3. competitive-parity method
    4. activity-based method
    5. percentage-of-sales method

 

60. Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to instigate a communications war, settle on spending only as much as their nearest market rival does on marketing communications. What method did Kelly and Trent use to arrive at the marketing communications budget?
    1. objective-and-task method
    2. affordable method
    3. competitive-parity method
    4. activity-based method
    5. percentage-of-sales method

63. Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?
    1. Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
    2. They incorporate some concession, inducement, or contribution that gives value to the consumer.
    3. Given their live, real-time quality, public relations tools are more actively engaging for consumers.
    4. Public relations communications can be prepared to appeal to the addressed individual.
    5. Public relations tools create an immediate and interactive episode between two or more persons.

 

64. Janet is a marketing manager with a Injoos, a company that manufactures packaged fruit juices. Knowing that there exist several other companies in the market that offer similar products, Janet decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?
    1. advertising
    2. personal selling
    3. sales promotions
    4. direct marketing
    5. public relations

 

65. Which of the following marketing communications tools is most effective at the later stages of the buying process?
    1. personal selling
    2. public relations
    3. advertising
    4. sales promotions
    5. direct marketing

 

68. Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?
    1. advertising
    2. publicity
    3. sales promotion
    4. personal selling
    5. events and experiences

 

69. Advertising and publicity tools play the most important roles in influencing buying decisions at the                                                                                                                                                                                                                                 stage of buyer readiness.
    1. comprehension
    2. conviction
    3. ordering
    4. reordering
    5. awareness-building

 

70. Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?
    1. sales promotion and advertising
    2. advertising and personal selling
    3. publicity and personal selling
    4. reminder advertising and publicity
    5. sales promotion and personal selling

71. Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?
    1. personal selling
    2. sales promotion
    3. interactive marketing
    4. direct marketing
    5. events and experiences

 

72. Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle?
    1. sales promotions
    2. direct marketing
    3. advertising
    4. publicity
    5. interactive marketing

 

73. Luke is considering the various options available to him to promote an energy-drink, Turbozade, that is seeing decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up?
    1. advertising
    2. direct marketing
    3. events and experiences
    4. sales promotions
    5. publicity

 

74. Which of the following marketing communications tools is most influential at the reordering stage of buyer readiness?
    1. events and experiences
    2. publicity
    3. direct marketing
    4. sales promotion
    5. interactive marketing

 

75.                    is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.
    1. Frequency
    2. Reach
    3. Width
    4. Depth
    5. Range

 

76.                    refers to a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.
    1. Brand engagement
    2. Integrated marketing communications
    3. Market research
    4. Customerization
    5. Marketing research

TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.

77. Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.

 

 

80. Marketing communications in almost every medium and form have been on the rise, and some consumers feel they are increasingly invasive.

 

 

81. In this new communication environment, advertising is often the single-most important element of a marketing communications program for sales and building brand and customer equity.

 

 

82. Personal selling refers to people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

 

 

84. The less the sender's field of experience overlaps that of the receiver, the more effective the message is likely to be.

 

 

85. All the response hierarchy models assume that a buyer passes through affective, cognitive, and behavioral stages, in that order.

 

 

86. A "do-feel-learn" response sequence is considered appropriate when the audience has high involvement but perceives little or no differentiation within the product category.

 

 

87. Though the target audience can be profiled in terms of demographic, psychographic, or behavioral segments, it is often useful to do so in terms of usage and loyalty.

 

 

88. Marketers can set communications objectives at any level of the hierarchy-of-effects model.

 

91. Communications effectiveness depends solely on the content of a message, irrespective of how it is expressed.

 

 

92. Volkswagen's famed "Drivers Wanted" advertising campaign aimed at attracting active, youthful people uses a transformational appeal as its creative strategy.

 

 

93. One-sided presentations that praise a product are found to be more effective than two-sided arguments that also mention shortcomings.

 

 

94. Two-sided messages are more effective with more educated audiences and those who are initially opposed.

 

96. Fear appeals work best when they are rather strong and reinforce what the audience already believes.

 

97. If the messages are too discrepant, audiences will counter argue and disbelieve them.