Advertising and Promotion Solved
Exam Questions
Course Introduction
This course provides a comprehensive overview of the principles and practices of advertising and promotion within the context of integrated marketing communications. Students will explore the strategic development of advertising campaigns, including market analysis, audience segmentation, message creation, and media selection. The curriculum covers both traditional and digital advertising platforms, examining how promotional tools such as sales promotions, public relations, and direct marketing are used to support brand objectives. Through case studies, practical projects, and industry insights, students will gain valuable skills in campaign planning, creative execution, and the evaluation of promotional effectiveness.
Recommended Textbook
Foundations of Marketing 8th Edition by William M. Pride
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17 Chapters
3771 Verified Questions
3771 Flashcards
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Chapter 1: Customer-Driven Strategic Marketing
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187 Verified Questions
187 Flashcards
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Sample Questions
Q1) The primary value that a customer expects to receive from a marketer in an exchange relationship is
A)a reward or benefit greater than the costs incurred in the transaction.
B)the price charged for the product.
C)customer satisfaction.
D)quality merchandise that meets expectations.
E)a discounted price.
Answer: A
Q2) Students Against Drunk Driving (SADD) is a group that works to change attitudes and laws about driving under the influence of alcohol. SADD primarily markets A)goods
B)ideas.
C)services.
D)political figures.
E)applications.
Answer: B
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Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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162 Verified Questions
162 Flashcards
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Sample Questions
Q1) All marketing mix decisions must have two characteristics: ____ and ____.
A)consistency; flexibility
B)consistency; rigidity
C)formality; flexibility
D)variability; flexibility
E)formality; rigidity
Answer: A
Q2) Marketing strategies should be established before marketing objectives are decided.
A)True
B)False Answer: False
Q3) Cash cows are market leaders that are growing fast, with substantial reported profits.
A)True
B)False Answer: False
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Page 4
Chapter 3: The Marketing Environment, Social Responsibility, and Ethics
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220 Verified Questions
220 Flashcards
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Sample Questions
Q1) The number of single men and women living alone is declining.
A)True
B)False
Answer: False
Q2) Single people have quite different spending patterns than couples and families with children. They spend more heavily on convenience foods, restaurants, travel, entertainment, and recreation.
A)True
B)False
Answer: True
Q3) The best approach for a company to take when monitoring its competitors is
A)watching for increases and decreases in competitors' prices and matching them.
B)analyzing all information that is readily available about competitors.
C)sending employees to competitors' offices and factories to observe their actions.
D)developing a system for gathering ongoing information about competitors.
E)reading important business publications such as The Wall Street Journal.
Answer: D
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Page 5
Chapter 4: Marketing Research and Information Systems
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183 Verified Questions
183 Flashcards
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Sample Questions
Q1) Manuel was given the task of conducting a research project for his firm and proceeds with the following steps: He asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Manuel omitted?
A)Collecting data
B)Defining and locating problems
C)Interpreting research
D)Designing the research project
E)Reporting research findings
Q2) Nielsen Marketing Research is concerned about using surveys to conduct a marketing research project because
A)fewer people are willing to participate.
B)primary data are so much cheaper and easier to gather.
C)survey data collection is highly inaccurate.
D)survey data do not provide in-depth responses.
E)the survey method has been replaced by the Internet.
Q3) Experimental research is used to make tentative hypotheses more specific.
A)True
B)False
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Page 6
Chapter 5: Target Market Segmentation and Evaluation
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211 Verified Questions
211 Flashcards
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Sample Questions
Q1) Seller Company sells small refrigerators. It usually sells these refrigerators to hotels and offices. However, sometimes its customers choose to buy their refrigerators because they do not have a lot of room for a full-size refrigerator in their houses and apartments. Its primary market is the _____________ market, but it also sells to the _____________ market.
A)consumer; business
B)industrial; target
C)business; industrial
D)business; demographic
E)business; consumer
Q2) If your firm uses a ______________ targeting strategy, you can expect to need __________ production processes to support the strategy.
A)concentrated; more
B)differentiated; more
C)undifferentiated; more
D)differentiated; less
E)concentrated; less
Q3) Describe the three areas marketers should examine when they evaluate relevant market segments.
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Page 7
Chapter 6: Consumer Buying Behavior
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229 Verified Questions
229 Flashcards
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Sample Questions
Q1) A person receives information inputs through the senses.
A)True
B)False
Q2) Luhan was surprised at work today with a cash bonus. As the account executives were preparing to leave the office, their district manager distributed $100 bills and thanked everyone for their efforts. Luhan was incredibly surprised - he had no idea the company would hand out cash as an incentive or reward. He's wanted a certain pair of shoes he saw at the store but couldn't really justify the purchase. However, since he's received this unexpected cash bonus, Luhan decides to stop by the shoe store after work to purchase the shoes. Luhan's purchasing decision is influenced by which category of situational factors?
A)His mood and condition
B)Social surroundings
C)Time perspective
D)Physical surroundings
Q3) Dissatisfaction may occur shortly after a purchase; this is called cognitive dissatisfaction.
A)True
B)False
Q4) In what ways does an individual's personality affect his or her buying behavior?
Page 8
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Chapter 7: Business Markets and Buying Behavior
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189 Verified Questions
189 Flashcards
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Sample Questions
Q1) A representative from Pepsi stops by at a local fast-food restaurant once a month to inquire how much soft drink syrup the store will need. The restaurant's orders are an example of which type of business purchase?
A)New-task
B)Modified rebuy
C)Straight rebuy
D)Bid
E)Negotiated
Q2) Which of the following statements about reseller markets is false?
A)Resellers are concerned with the level of demand for the product.
B)Resellers are not concerned with how much space the product takes up as long as it has a high price.
C)Resellers want producers to be able to supply adequate quantities of the product.
D)Resellers are concerned with the availability of technical and promotional assistance from the producer.
E)Resellers are concerned with the markup percentage they can get on the product.
Q3) How do individual factors affect the business buying decision process?
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Chapter 8: Reaching Global Markets
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162 Verified Questions
162 Flashcards
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Sample Questions
Q1) NAFTA simplifies country-of-origin rules, hindering Japan's use of Mexico as a staging ground for further penetration into U.S. markets.
A)True
B)False
Q2) Domestic marketing involves marketing strategies aimed at markets within the home country.
A)True
B)False
Q3) What effect is NAFTA having on the international trade of the following countries: United States, Canada, and Mexico?
Q4) The World Trade Organization accomplishes all of the following except
A)educating companies about international trade rules.
B)lending money to businesses interested in developing international markets.
C)serving as a forum for trade negotiations.
D)helping settle trade disputes.
E)providing legal ground rules for international commerce.
Q5) An embargo occurs when a government suspends trade with a particular country.
A)True
B)False
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Chapter 9: Digital Marketing and Social Networking
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137 Verified Questions
137 Flashcards
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Sample Questions
Q1) A new trend in video marketing is the use of amateur filmmakers.
A)True
B)False
Q2) Which of the following regulatory bodies is responsible for enacting legislation that regulates the information companies can gather online from consumers and about consumers?
A)U.S. Department of Justice
B)Department of Homeland Security
C)FDA
D)U.S. Department of Commerce
E)Federal Trade Commission
Q3) Marketers call the Internet a pull medium because
A)users determine which websites they are going to view.
B)they determine which websites consumers are going to view.
C)they have great control over the content to which users are exposed.
D)social networks have great control over the content to which users are exposed.
E)users get pulled along by social media influencers.
Q4) In what ways can a company use social media to its advantage?
Q5) Explain the ethical issues associated with digital media.
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Chapter 10: Product, Branding, and Packaging Concepts
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358 Verified Questions
358 Flashcards
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Sample Questions
Q1) A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape would be an example of a(n)
A)component part.
B)specialty item.
C)accessory equipment.
D)raw material.
E)process material.
Q2) Which one of the following is not a benefit of multiple packaging?
A)Facilitates special price offers
B)Increases demand
C)Increases consumer acceptance of the product
D)Makes handling or storage easier
E)Conveys an overall image of the firm
Q3) During the decline stage of the product life cycle,
A)sales rapidly decrease.
B)market share is maintained.
C)competition is at a peak.
D)profits begin to fall.
E)profits peak and then begin to decline.
Q4) How do sellers benefit from the use of brand names and brand marks?
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Chapter 11: Developing and Managing Goods and Services
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265 Verified Questions
265 Flashcards
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Sample Questions
Q1) How a pair of jeans looks, regardless of the price, is an example of styling.
A)True
B)False
Q2) Which of the following service characteristics results in variability of service quality yet provides the opportunity for customizing services to match the specific needs of individual customers?
A)Homogeneity
B)Perishability
C)Heterogeneity
D)Intangibility
E)Inseparability
Q3) Tony is a service provider for a low-contact type of service. Which of the services below is Tony most likely to provide?
A)Childcare
B)Website design
C)Health care
D)Auto detailing
E)Personal trainer
Q4) Compare and contrast line extensions and product modifications.
Q5) Discuss the major approaches that marketers use to differentiate their products.
Page 13
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Chapter 12: Pricing Concepts and Management
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259 Verified Questions
259 Flashcards
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Sample Questions
Q1) The three primary bases for developing prices are
A)profit, demand, and competition.
B)supply, demand, and marketing objectives.
C)demand, competition, and cost.
D)markup, cost, and cost-plus.
E)negotiation, periodicity, and randomness.
Q2) One of the biggest challenges of a market share pricing objective is that it oversimplifies the contribution of price to profits.
A)True
B)False
Q3) The manager at Target puts a sign up next to a Samsung audio system that reads, "Only $299.99! $60 less than at Best Buy." This is an example of what type of pricing strategy?
A)Random discounting
B)Periodic discounting
C)Comparison discounting
D)Penetration pricing
E)Everyday low prices
Q4) What are some issues to consider when determining a specific price?
Q5) Describe, compare, and contrast the three major bases for setting prices.
Page 14
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Chapter 13: Marketing Channels and Supply-Chain Management
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283 Verified Questions
283 Flashcards
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Sample Questions
Q1) Organizational buyers are especially partial to direct marketing channels when
A)they buy cheap materials in large quantities.
B)they try a new product for the first time.
C)they are filling an order for a very important customer.
D)a modified rebuy type of decision is involved.
E)expensive and/or complex equipment is involved.
Q2) Harvey is in charge of ensuring the successful transportation and storage of his company's products. He monitors the products from the time they leave the factory to when they are dropped off at retailers and purchased by customers. Harvey's job title would most likely be
A)inventory manager.
B)logistics manager.
C)procurement manager.
D)supply-chain manager.
E)operations manager.
Q3) Agents are seldom used in channels for consumer products.
A)True
B)False
Q4) Discuss the importance of order processing in the physical distribution system.
Q5) What is supply-chain management? List the activities involved in it.
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Chapter 14: Retailing, Direct Marketing, and Wholesaling
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261 Verified Questions
261 Flashcards
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Sample Questions
Q1) A retailer is an organization that purchases products for the purpose of reselling them to
A)other retail organizations.
B)the government.
C)ultimate consumers.
D)wholesalers.
E)nonprofit organizations.
Q2) Exterior and interior characteristics such as layout, displays, color, and lighting are all elements of a store's
A)services.
B)atmospherics.
C)location.
D)environment.
E)decor.
Q3) All of the following are types of direct marketing except
A)catalog marketing.
B)direct-response marketing.
C)direct selling.
D)television home shopping.
E)online retailing.
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Chapter 15: Integrated Marketing Communications
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239 Verified Questions
239 Flashcards
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Sample Questions
Q1) If promotion does not do its job of stimulating demand, then the
A)price of the promoted product is likely to increase.
B)price of the promoted product will remain reasonably stable.
C)price of the promoted product will decrease.
D)cost of promotion will decline.
E)cost will remain about the same.
Q2) In order to have some of its cereals highlighted in a mailing sent out by Safeway, Kellogg has agreed to pay a portion of their costs associated with the advertising mailer.Kellogg's payment is designed to
A)facilitate reseller support.
B)encourage product trial.
C)retain loyal customers.
D)identify prospects.
E)reduce sales fluctuations.
Q3) The use of a pull policy may require heavy expenditures for
A)advertising and sales promotion.
B)public relations and distribution.
C)personal selling and public relations.
D)distribution and advertising.
E)sales promotion and personal selling.
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Chapter 16: Advertising and Public Relations
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205 Verified Questions
205 Flashcards
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Sample
Questions
Q1) Freddy works at Apple. Apple just released an upgraded product offering for its iPhone. While the entire marketing department is working on advertising and public relations for the iPhone launch, Freddy's assignment is to illustrate the highly visible features of the product in a print publication. Most importantly, he wants to show off and describe the improved features that differ from the previous version. To achieve his objective, Freddy would most likely use a(n)
A)illustration.
B)captioned photograph.
C)press conference.
D)news release.
E)feature article.
Q2) Advertising agencies often have more highly skilled people than the advertising departments of firms.
A)True
B)False
Q3) What are the major components of a media plan? What factors must be considered as the media plan is implemented?
Q4) What is public relations and for what purposes is it used?
Q5) Discuss how event sponsorship can be used as a public relations tool.
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Chapter 17: Personal Selling and Sales Promotion
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221 Verified Questions
221 Flashcards
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Sample Questions
Q1) The two types of selling activities under the sales structure are current-customer sales and new-business sales.
A)True
B)False
Q2) You are the head of sales training for a major financial services firm in New York City. You are conducting a sales training class for a group of new sales trainees. You are a strong believer in using a structured approach to personal selling.??Based on this information, which of the following personal selling process steps are you going to tell the trainees to perform first?
A)Develop a database of potential customers.
B)Develop an engaging sales presentation.
C)Practice closing the sale.
D)Develop a prospect follow-up checklist.
E)Analyze information about potential customers' needs.
Q3) During team selling, the engineers are usually the ones who take the lead because of the specialized products being sold.
A)True
B)False
Q4) Identify the major features of effective sales force compensation plans.
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