Question 1

How does the human communication process relate to the advertising process?

Accepted Answer

Applying this model to advertising, we c...

Question 2

Defensive marketing typically costs less than offensive marketing because it isn't easy to lure satisfied customers away from competitors.

Accepted Answer

A) True 
 B)False

Question 3

A restaurant owner, who, in a magazine, came across an ad for an international trade show for people in the hospitality business, decided to request for further information on the show together with a registration form. In the context of advertising, this is a form of _____.

Accepted Answer

A)  noise
B)  word-of-mouth communication
C)  social media marketing
D)  feedback
E)  relationship marketingF) B) and C)
G) A) and D)

Question 4

A firm's marketing activities are always aimed at a particular segment of the population called the _____.

Accepted Answer

A)  niche market
B)  objective market
C)  target market
D)  implied market
E)  concentrated marketF) A) and C)
G) B) and D)

Question 5

_____ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Accepted Answer

A)  Advertising
B)  Market research
C)  Profit planning
D)  Distribution
E)  MarketingF) All of the above
G) A) and D)

Question 6

In 2002, a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world. In other words, the company decided to use _____.

Accepted Answer

A)  national advertising
B)  international advertising
C)  global advertising
D)  regional advertising
E)  local advertisingF) A) and C)
G) B) and C)

Question 7

To succeed, companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

Accepted Answer

A)  it is easy to lure satisfied customers away from competitors.
B)  90 percent of a manufacturer's profit comes from trial or sporadic purchasers.
C)  offensive marketing typically costs less than defensive marketing.
D)  no amount of advertising can win back a customer lost from shoddy products or poor service.
E)  reducing customer defections by 25-85 percent can improve profit potential by about 5 percent.F) A) and E)
G) B) and C)

Question 8

Companies that commit to relationship marketing are generally trying to:

Accepted Answer

A)  win back customers lost from shoddy products or poor service.
B)  make up for the cost of acquiring new customers.
C)  develop a full view of the customer by compiling and analyzing customer data.
D)  lure customers through offensive marketing.
E)  adopt a marketer-centric perspective in creating brand messages.F) B) and C)
G) A) and E)

Question 9

When a company sells a product but does not follow up in any way is a(n)  _____ relationship.

Accepted Answer

A)  primary
B)  basic transactional
C)  reactive
D)  accountable
E)  proactiveF) B) and D)
G) B) and C)

Question 10

What is the ultimate goal of the marketing process?

Accepted Answer

The ultimate goal of the marke...

Question 11

Synergy is the principal benefit of IMC.

Accepted Answer

A) True 
 B)False

Question 12

A TV ad for a soft drink falls under the category of _____ advertising.

Accepted Answer

A)  business
B)  professional
C)  farm
D)  corporate
E)  consumerF) B) and D)
G) A) and E)

Question 13

_____ is creating, maintaining, and enhancing long-term bonds with customers and other stakeholders that result in exchanges of information and other things of mutual value.

Accepted Answer

A)  Transactional marketing
B)  Relationship marketing
C)  Mass customization
D)  Branding
E)  Social marketingF) None of the above
G) B) and D)

Question 14

According to Nowak and Phelps, what are the four related tactics the IMC approach focuses on?

Accepted Answer

The IMC approach, according to Nowak and...

Question 15

Messages from the product, price, or distribution elements are typically referred to as inferred messages.

Accepted Answer

A) True 
 B)False

Question 16

Planned messages are "do" messages because they represent what a company does.

Accepted Answer

A) True 
 B)False

Question 17

Most of the advertising we see in the mass media falls under the broad category of business advertising.

Accepted Answer

A) True 
 B)False

Question 18

The company that is advertising a product or idea is known as the _____.

Accepted Answer

A)  author
B)  sponsor
C)  persona
D)  actor
E)  playerF) D) and E)
G) C) and D)

Question 19

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing _____.

Accepted Answer

A)  Integrated marketing communications
B)  Sales promotion
C)  Word-of-mouth advertising
D)  Personal selling
E)  Viral marketing When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing integrated marketing communications, or IMC.F) A) and D)
G) A) and E)

Question 20

_____ is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media.

Accepted Answer

A)  Advertising
B)  Word-of-mouth publicity
C)  Sales promotion
D)  Direct marketing
E)  Public relationsF) A) and D)
G) A) and B)

Exam 1: Advertising and IMC Today

A restaurant owner, who, in a magazine, came across an ad for an international trade show for people in the hospitality business, decided to request for further information on the show together with a registration form. In the context of advertising, this is a form of _____.

Correct AnswerverifiedShow Answer

Most of the advertising we see in the mass media falls under the broad category of business advertising.

Correct AnswerverifiedShow Answer

_____ is creating, maintaining, and enhancing long-term bonds with customers and other stakeholders that result in exchanges of information and other things of mutual value.

Correct AnswerverifiedShow Answer

_____ is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media.

Correct AnswerverifiedShow Answer

A firm's marketing activities are always aimed at a particular segment of the population called the _____.

Correct AnswerverifiedShow Answer

Synergy is the principal benefit of IMC.

Correct AnswerverifiedShow Answer

Planned messages are "do" messages because they represent what a company does.

Correct AnswerverifiedShow Answer

In 2002, a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world. In other words, the company decided to use _____.

Correct AnswerverifiedShow Answer

How does the human communication process relate to the advertising process?

Correct AnswerverifiedApplying this model to advertising, we c...View AnswerShow Answer

When a company sells a product but does not follow up in any way is a(n) _____ relationship.

Correct AnswerverifiedShow Answer

Defensive marketing typically costs less than offensive marketing because it isn't easy to lure satisfied customers away from competitors.

Correct AnswerverifiedShow Answer

To succeed, companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

Correct AnswerverifiedShow Answer

A TV ad for a soft drink falls under the category of _____ advertising.

Correct AnswerverifiedShow Answer

Companies that commit to relationship marketing are generally trying to:

Correct AnswerverifiedShow Answer

_____ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Correct AnswerverifiedShow Answer

Messages from the product, price, or distribution elements are typically referred to as inferred messages.

Correct AnswerverifiedShow Answer

When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing _____.

Correct AnswerverifiedShow Answer

The company that is advertising a product or idea is known as the _____.

Correct AnswerverifiedShow Answer

According to Nowak and Phelps, what are the four related tactics the IMC approach focuses on?

Correct AnswerverifiedThe IMC approach, according to Nowak and...View AnswerShow Answer

What is the ultimate goal of the marketing process?

Correct AnswerverifiedThe ultimate goal of the marke...View AnswerShow Answer

Correct Answer
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Applying this model to advertising, we c...
View Answer

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The IMC approach, according to Nowak and...
View Answer

Correct Answer
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The ultimate goal of the marke...
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