Advertising and Promotion Practice Exam
Course Introduction
Advertising and Promotion explores the strategic role of advertising, sales promotion, and other forms of marketing communications within the broader context of brand building and business objectives. The course covers the planning, creation, implementation, and evaluation of advertising and promotional campaigns, emphasizing both traditional and digital platforms. Students gain an understanding of consumer behavior, message development, media selection, budgeting, and the regulatory and ethical considerations involved in persuasive communication. Practical assignments and case studies provide opportunities to develop creative strategies and assess the effectiveness of integrated marketing communications.
Recommended Textbook
Preface to Marketing Management 13th Edition by J. Paul Peter
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14 Chapters
1150 Verified Questions
1150 Flashcards
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Page 2
Chapter 1: Strategic Planning and the Marketing Management Process
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66 Verified Questions
66 Flashcards
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Sample Questions
Q1) Healthline is a brand of incontinence products.Healthline products sell for $2 to $5 less than the rival brand called Depends.According to Michael Porter's model,Healthline is using a _____ strategy to market their products.
A) differentiation
B) product development
C) market development
D) cost leadership
Answer: D
Q2) Which of the following is the first step that an organization must take in the strategic planning process?
A) Setting organizational objectives
B) Creating organizational strategies
C) Creating a mission statement
D) Creating an organizational portfolio plan
Answer: C
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Page 3
Chapter 2: Marketing Research: Process and Systems for Decision Making
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Which of the following is true regarding secondary data?
A) It is more expensive than primary data.
B) It is data that had previously been collected for other purposes.
C) It is always available for strategy-specific research questions.
D) It has limited sources which makes the process of gathering data difficult.
Answer: B
Q2) Quantitative research involves:
A) systematic procedures designed to obtain and analyze numerical data.
B) interviews with several people at a time to generate insights about a product.
C) discussions among a small number of individuals led by an interviewer.
D) focus groups and long interviews as its primary techniques for data collection.
Answer: A
Q3) Which of the following is a disadvantage of personal (in-depth)interviews?
A) Lesser depth of response than telephone interviews
B) Higher tendency to transmit biasing cues
C) Lesser generation of ideas compared to group methods
D) Lesser amount of usable data for research
Answer: B
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Chapter 3: Consumer Behavior
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Marilyn does not care much for trends in fashion and popular products in the market.Her interests lie mostly in theatre and art.She frequently travels to Europe to purchase paintings and artwork of renowned artists to add to her extensive private collection.Which of the following social classes does Marilyn most likely belong to?
A) The working class
B) Lower Americans
C) The middle class
D) Upper Americans
Answer: D
Q2) A marketer can create a consumer perception that their products are worth purchasing by:
A) designing products with the goal of test marketing in mind.
B) evaluating the response to the product prior to its release.
C) differentiating their products from those of competitors.
D) providing inputs for the organization's objectives.
Answer: C
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Chapter 4: Business, Government, and Institutional Buying
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Sample Questions
Q1) _____ is the process by which buyers rate each potential supplier on various performance measures such as product quality,on-time delivery,price,payment terms,and use of modern technology.
A) Quantity research
B) Situation analysis
C) A priori segmentation
D) Vendor analysis
Q2) Which of the following statements about the types of organizational purchases is true?
A) Straight rebuys have a long time frame in terms of the organizational buying process.
B) Modified rebuys have the shortest time frame in terms of the organizational buying process.
C) New task purchases involve evaluating many suppliers before selecting the final supplier.
D) Straight rebuys involve evaluating many alternative options during the buying process.
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Chapter 5: Market Segmentation
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Sample Questions
Q1) The process of dividing a market into groups of similar consumers and selecting the most appropriate group(s)for the firm to serve is called _____.
A) test marketing
B) mass marketing
C) market segmentation
D) marketing communication
Q2) What assumption is the Nielsen PRIZM system based on?
A) Consumer lifestyles remain constant throughout different geodemographic segments of consumers, making geodemographic segmentation less effective.
B) Consumers in particular neighborhoods are similar in many respects and the best prospects are those who actually use a product or other consumers like them.
C) Implementation and control of the marketing plan requires segmentation based on psychographic lines.
D) Achievement-oriented targets need to be made in order to increase sales of an organization.
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Chapter 6: Product and Brand Strategy
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Sample Questions
Q1) Which of the following shows how a product was improved by modifying the marketing dimension of channels of distribution?
A) The Caribbean cruise was improved by the addition of two more stops in Mexico.
B) The 800-page history of chiropody was improved by the development of an extensive index.
C) Liz Claiborne expanded the number of retail outlets that carries its sportswear.
D) The Dillard House restaurant added three new vegetarian dishes to its menu.
Q2) One of the advantages of using _____ is that the firm can distance products from other offerings it markets.
A) dual branding
B) multibranding
C) family branding
D) cobranding
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8
Chapter 7: New Product Planning and Development
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Sample Questions
Q1) On earnings associated with new products,it is critical that:
A) management has a pressure of steady improvement in earnings per share.
B) firms do not become solely preoccupied with a short-term focus.
C) the emphasis should be on short-term profits.
D) the firm realize that profitability will not be supported by the stock market in terms of higher share prices over the long term.
Q2) Creswell Farms produces and sells clover honey.Its owners,Jack Creswell and Bonnie Creswell,felt they needed to expand the company's product line.After a brainstorming session,they came up with about 40 different product concepts including honey-based salad dressing,honey-flavored sandwich spreads,honey-coated peanuts,a fruit dip,a honey-flavored yogurt,and a ham glaze.The Creswells are engaged in which stage of the new product development process?
A) Project planning
B) Test marketing
C) Idea generation
D) Product development
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Chapter 8: Integrated Marketing Communications
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) The marketing department of Cool-down,Inc.,noticed that customers are not buying as many bottles of Cool-down soft drink in December as they usually do in July.Cool-down decided to offer coupons and refunds.It also planned a sweepstake.Which of the following elements of the promotional mix is Cool-down trying to use?
A) Personal selling
B) Direct marketing
C) Sales promotion
D) Public relations
Q2) A paid form of nonpersonal communication,about an organization,its products,or its activities that is transmitted through a mass medium to a target audience is called:
A) public relations.
B) advertising.
C) direct marketing.
D) sales promotion.
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10
Chapter 9: Personal Selling, Relationship Building, and Sales Management
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80 Verified Questions
80 Flashcards
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Sample Questions
Q1) Which of the following structures for organizing the sales force works best when different types of buyers have large or significantly different needs?
A) Geographical structure
B) Hierarchical structure
C) Product structure
D) Customer structure
Q2) The process of locating potential customers is called:
A) database building.
B) approaching.
C) customer sourcing.
D) prospecting.
Q3) Identify the important task of a salesperson in providing an after-sale service.
A) Immediate follow-up calls and visits to address unresolved or new concerns
B) Clearly differentiate features of the firm's products or services from those of competitors
C) Sell additional items to repeat customers
D) Convert undecided customers into first-time buyers
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Page 11
Chapter 10: Distribution Strategy
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Sample Questions
Q1) In terms of distribution costs,the total system should be designed to minimize costs for a given level of service.Which of the following is a major distribution cost that needs to be minimized?
A) Product mix cost
B) Depreciation cost
C) Packaging cost
D) New customer cost
Q2) The primary role of all marketing intermediaries is to:
A) bring supply and demand together in an efficient and orderly fashion.
B) gather information from consumers in order to help manufactures design products better.
C) produce goods and services efficiently to meet the demands of customers.
D) prevent customers from making poor buying decisions.
Q3) _____ compete with other retailers on the basis of offering a good selection in a number of different categories.
A) Warehouse clubs
B) Convenience stores
C) Department stores
D) Supercenters
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Page 12
Chapter 11: Pricing Strategy
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Sample Questions
Q1) Hertz economy cars are rented for $129 rather than $130 to appear less expensive.This is an example of _____ pricing.
A) prestige
B) bundle
C) markup
D) odd-even
Q2) Which of the following is a psychological factor relevant to pricing decisions of a bakery?
A) How many loaves of bread will a potential buyer consume every month?
B) Are the orders coming from households or sandwich shops?
C) Will a low price indicate inferior quality to the potential buyer?
D) How many potential buyers for multigrain bread are there?
Q3) Which of the following factors influencing pricing decisions pertains to demand influences for a product?
A) Breakeven point
B) Target pricing
C) Cost-plus pricing
D) Price elasticity
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Chapter 12: The Marketing of Services
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Sample Questions
Q1) Which of the following explains the reason why the quality of services can vary more than the quality of goods?
A) Producers of services have procedures to prevent, identify and correct defects.
B) Most services are human performances and often customized to the needs of the buyer.
C) Producers of goods typically customize products to the needs of the buyer.
D) Unlike services, customers are more likely to purchase defective products.
Q2) Which of the following best illustrates yield management used by airlines to make strategic decisions?
A) Certain seats on aircraft being discounted and certain ones not being discounted
B) Computerized reservation systems allowing customers to book plane tickets from home
C) Advertising costs being reduced as a result of cost cutting
D) Passengers being charged for excessive baggage
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Chapter 13: Global Marketing
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Sample Questions
Q1) Most foreign nations do not include an income question on their census while others omit such items as marital status or education levels.What problem is the market researcher encountering here?
A) Language
B) Timeliness
C) Data content
D) Availability in the United States
Q2) Which of the following is a disadvantage related to exporting?
A) It includes the cost of establishing manufacturing operations in the host country.
B) It does not allow a firm to obtain experience-curve and location economies.
C) It includes the sometimes higher cost associated with the process.
D) It is a complicated approach for a company making its first foray into the international marketplace.
Q3) Which of the following is true about import quotas and tariffs?
A) They promote global business across different continents.
B) They help in removing the roadblocks of multinational firms.
C) They enable nations with political uncertainties to go overseas.
D) They are usually established to promote self-sufficiency.
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Chapter 14: Portfolio Models
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Sample Questions
Q1) According to the BCG matrix,_____ are often market leaders,but the market they are in is not growing rapidly.
A) cash cows
B) question marks
C) stars
D) dogs
Q2) In the early 1990s,Dean & Summers,Inc.marketed three brands of toilet paper,Coral,White Springs,and Baldwin.The toilet paper industry is typically described as a low growth industry.In 1993,Dean & Summers spent $8.1 million to advertise Coral and was rewarded with sales of over $312 million.In that same year,it spent nearly $8 million marketing White Springs,but the toilet paper had disappointing sales of less than $63 million.Baldwin,with hardly any promotion at all,had $3.6 million in sales.According to the BCG Portfolio Model,which of the following statements about these three products best describes the situation in 1993?
A) Coral is a star, White Springs is a cash cow, and Baldwin is a dog.
B) Coral is a cash cow while White Springs and Baldwin are both question marks.
C) Coral and White Springs are cash cows and Baldwin is a dog.
D) Coral is a cash cow while White Springs and Baldwin are both dogs.
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