Advertising and Promotion Solved
Exam Questions
Course Introduction
Advertising and Promotion explores the fundamental principles, strategies, and techniques used to create effective communication campaigns in various media channels. The course examines the role of advertising and promotion in marketing, emphasizing the integration of traditional and digital platforms to reach target audiences. Students will learn how to develop promotional objectives, craft compelling messages, select appropriate media, and evaluate campaign effectiveness. Through case studies and practical projects, learners gain insights into consumer behavior, branding, creative strategy, regulatory considerations, and the impact of emerging technologies on the promotion industry.
Recommended Textbook
Principles of Marketing 7th AUSTRALIAN Edition by Gary Armstrong
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14 Chapters
2302 Verified Questions
2302 Flashcards
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Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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142 Verified Questions
142 Flashcards
Source URL: https://quizplus.com/quiz/29418
Sample Questions
Q1) Human ________ are states of felt deprivation.
Answer: needs
Q2) Which of the following is determined by a customer's personal evaluation of the benefits and costs of a market offering relative to those of competing offers?
A)customer-perceived value
B)customer satisfaction
C)customer-perceived performance
D)customer relationship management
E)market segmentation
Answer: A
Q3) Delighted customers,known as 'customer evangelists',are more likely to ________.
A)spread the word about their good experiences with a brand or product.
B)engage in repeat purchasing.
C)become willing brand partners.
D)All of the above.
E)None of the above.
Answer: D
Q4) ________ are human wants backed by buying power.
Answer: Demands
3
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Engagement, value and Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) In the product / market expansion grid,two approaches to growth that do not involve new product development are ________ ________ and ________ ________.
Answer: market penetration;market development
Q2) ________ is the marketing logic by which a company hopes to achieve profitable customer relationships.
A)A marketing program or tactic
B)Being a low-cost operator
C)A consistent product mix
D)Marketing strategy
E)A Differentiation strategy
Answer: D
Q3) The activity whereby management evaluates the products and businesses that make up the company is known as business ________ ________.
Answer: portfolio analysis
Q4) The BCG matrix is the only approach to portfolio planning in widespread use today.
A)True
B)False
Answer: False
Page 4
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Chapter 3: The Marketplace and Customers: Analysing the Environment
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) Outline some components of a successful marketing program aimed at Millennials?
Answer: To attract Millennials,marketers may want products to allow for self-expression and personalisation;marketers should focus on creating buzz through events and a presence on popular social networking sites rather than creating traditional marketing plans.
Q2) The aim of business legislation is to protect ________.
A)consumers
B)companies
C)society
D)All of the above.
E)A and B only.
Answer: D
Q3) Which of the following combinations of expenses use up most household income?
A)food,housing,retirement planning
B)housing,insurance,taxes
C)food,housing,transportation
D)housing,taxes,transportation
E)food,travel,savings
Answer: C
Page 5
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Chapter 4: Marketing Analytics: Gaining Customer Insights
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) Your colleague is confused about using the marketing research process,as he knows that something is wrong but is not sure of the specific causes to investigate.He seems to be having problems with ________,which is often the hardest step to take.
A)developing the research plan
B)determining a research approach
C)defining the problem and research objectives
D)selecting a research agency to help
E)implementing the research plan
Q2) You have just identified the 'touch points' of the 400 best customers in your database.At this point,you want to manage detailed information about each of them to maximise customer loyalty.You should use customer relationship management (CRM).
A)True
B)False
Q3) A researcher who wants to calculate confidence limits for sampling error would use non-probability samples.
A)True
B)False
Q4) Briefly explain the difference between predictive analytics and forecasting.
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Page 6
Chapter 5: Buyer Behaviour: Understanding Consumer and Business Buyers
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167 Verified Questions
167 Flashcards
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Sample Questions
Q1) ________ is never simple,yet understanding it is the essential task of marketing to the consumer market.
A)Brand personality
B)Consumption pioneering
C)Early adoption
D)Consumer buying behaviour
E)Understanding the difference between primary and secondary data
Q2) ________ is a person's pattern of living as expressed in his or her psychographics,including his or her activities,interests and opinions.
A)Personality
B)Culture
C)Lifestyle
D)Motive
E)Social class
Q3) Maslow's theory is that human needs - including physiological,safety,social needs,esteem and self-actualisation needs - are arranged in a hierarchy and that an unsatisfied need motivates an individual to take action to satisfy it.
A)True
B)False
Page 7
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Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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191 Verified Questions
191 Flashcards
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Sample Questions
Q1) International Luxury Gifts divides its markets into units of nations,regions and cities.International Luxury Gifts uses geographic segmentation.
A)True
B)False
Q2) Today,most companies have moved away from mass marketing and are being choosier about the customers with whom they wish to build relationships.
A)True
B)False
Q3) A family owns and operates two retail stores,one in Newtown and one in Oldtown.Although the towns are only 40 miles apart,the consumers at both stores are very different demographically.The owners alter the product offerings between both locations in an effort to cater to both demographic groups.This is an example of
A)local marketing
B)psychographic segmentation
C)micromarketing
D)demographic segmentation
E)both A and C
Q4) In what ways might a marketer engage in socially responsible target marketing?
Page 8
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Chapter 7: Products, services and Brands: Offering
Customer Value
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173 Verified Questions
173 Flashcards
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Sample Questions
Q1) In recent years,product safety and environmental responsibility have become major ________ concerns.
A)branding
B)packaging
C)product mix
D)service
E)product line
Q2) Product mix ________ refers to the number of different product lines the company carries.Sony markets a wide range of consumer and industrial products around the world,from TVs to semiconductors.
A)length
B)height
C)width
D)perimeter
E)depth
Q3) The fact that services are produced and consumed simultaneously is an example of
Q4) Product-line length is influenced by company ________ and ________.
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Q5) A company can expand its product line in two ways: by line ________ or by line
Chapter 8: New Products: Developing and Managing Innovation
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172 Flashcards
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Sample Questions
Q1) Profits rise during the growth stage of the PLC because promotion costs are spread over a large volume,and unit manufacturing costs fall.
A)True
B)False
Q2) When LEGO developed the LEGO Mindstorms build-it-yourself robot,more than 1000 intrigued customers formed their own web community devoted to making it better.This is an example of customer co-creation.LEGO embraced it.
A)True
B)False
Q3) Fiat has recently purchased several automotive suppliers,including car company Chrysler.This is an example of _____.
A)harvest
B)divestment
C)organic growth
D)acquisition
E)portfolio planning
Q4) If the product concept passes the business test,it moves into product ________.
Q5) A product ________ is the way consumers perceive an actual or potential product.
Q6) Distinguish between a product idea,a product concept and a product image. Page 10
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Chapter 9: Pricing: Capturing Customer Value
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Sample Questions
Q1) A company considering a price change should be concerned about consumers' reactions but not competitors' reactions.
A)True
B)False
Q2) ________ that influence pricing decisions include the nature of the market and demand.
A)Internal factors
B)Elasticity factors
C)External factors
D)Target factors
E)Domestic factors
Q3) Breakeven pricing,or a variation called ________,is when the firm tries to determine the price at which it will break even or make the profit it is seeking.
A)competition-based pricing
B)target-return pricing
C)fixed cost
D)value-based pricing
E)customer-based pricing
Q4) Compare cost-based pricing and value-based pricing.
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Chapter 10: Placement: Customer Value Fulfilment
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Sample Questions
Q1) In Australia,strip shopping centres,usually built along arterial roads and other high traffic routes,have been a major component in the retail distribution spectrum.
A)True
B)False
Q2) Marketing channels may be used to market ________.
A)a hospital
B)government ideas
C)birth-control clinics
D)comedians
E)All of the above.
Q3) The following terms are often used interchangeably by different commentators: logistics,marketing logistics,integrated logistics management,supply-chain management,materials management and physical distribution.
A)True
B)False
Q4) Producers who can afford to set up their own channels are unlikely to use intermediaries.
A)True
B)False
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Chapter 11: Communicating Customer Value: Advertising and Public Relations
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172 Verified Questions
172 Flashcards
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Sample Questions
Q1) Which of the following factors should a company consider when designing its promotional mix strategies?
A)type of product
B)the market
C)the stage of the product life-cycle
D)All of the above.
E)None of the above.
Q2) Using the ________ method for setting an advertising budget,the company starts with total revenues,deducts operating expenses and capital outlays,and then devotes some portion of the remaining funds to advertising.
A)percentage-of-sales
B)affordable
C)competitive-parity
D)objective-and-task
E)moving-average
Q3) The promotional tool that is especially effective in building up buyers' preferences,convictions and actions is ________ ________.
Q4) Compare and contrast advertising and public relations.
Q5) Advertising is moving away from ________ and towards ________.
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Chapter 12: Personal Selling and Sales Promotion: Creating Value in Relationships
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174 Verified Questions
174 Flashcards
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Sample Questions
Q1) Which of the following is NOT a source of information used by salespeople to generate leads?
A)referrals
B)web sources
C)social networks
D)directories
E)All of the above are useful sources.
Q2) Most salespeople are well-educated,well-trained professionals who add ________ for customers and maintain ________ customer relationships.
Q3) The purpose of a training program for salespeople is to teach them about all of the following EXCEPT ________.
A)customers' buying habits
B)customers' buying motives
C)the company's main competitors
D)the company's retirement benefits
E)the company's organisational structure
Q4) Explain why a firm's number of prospects always equals or exceeds its number of actual customers.
Q5) ________ ________ is one of the oldest professions in the world.
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Chapter 13: Direct and Digital Marketing: Interactivity and Fulfilment
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133 Flashcards
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Sample Questions
Q1) In assessing database marketing performance,marketers are advised to
A)use 'average purchases' across all accounts
B)not use 'average purchases' but talk about individual accounts
C)award points to criteria such as recency of purchase,frequency of purchase and monetary value of purchase to identify worthwhile accounts
D)avoid schemes that award points to criteria such as recency of purchase,frequency of purchase and monetary value of purchase to identify worthwhile accounts
E)B and C only
Q2) A good customer database serves as a powerful relationship-building tool.
A)True
B)False
Q3) ________ guidelines indicate that companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them.
Q4) When considering the different forms of direct and online marketing,________ involves inbound or outbound personal selling calls where orders are taken immediately when the offer is made.
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Q5) Page ________ are the number of web pages viewed by a single visitor to a site.
Chapter 14: Sustainable Marketing: Social Responsibility, ethics and Legal Compliance
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) Many marketers have been accused of overselling private goods at the expense of public goods because many private goods require greater investment in public services that are usually not forthcoming.
A)True
B)False
Q2) Intellectual property laws are relatively fixed in time and rarely subject to change.
A)True
B)False
Q3) Advertising 'puffery' is a term for ________.
A)a straightforward promotional message
B)innocent exaggeration for effect
C)emotional appeals to consumers
D)subliminal appeals to consumers
E)value-added promotions
Q4) When considering the societal classification of products,cigarettes are an example of a(n)________ product.
Q5) Good examples of the marketability of ________ are seen in products such as the iMac or iPod.
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