Advertising and Promotion Test Questions
Course Introduction
This course offers a comprehensive introduction to the dynamic fields of advertising and promotion within the context of modern marketing. Students will explore the principles, strategies, and practices that drive the creation and dissemination of effective promotional campaigns. Topics include advertising planning, media selection, message development, branding, and the integration of digital and traditional platforms. The course also examines the roles of creativity, consumer behavior, ethics, and regulatory considerations in shaping promotional activities. Through case studies and practical projects, students gain hands-on experience in designing campaigns that communicate brand value and influence target audiences.
Recommended Textbook
M Marketing 3rd Edition by Dhruv Grewal
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2647 Verified Questions
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Chapter 1: Overview of Marketing
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Sample Questions
Q1) Value-based marketing depends on:
A) knowing what the customer perceives as the key benefits of a product or service.
B) balancing customer benefits with reasonable costs.
C) knowing what benefits customers would do without to keep prices down.
D) looking at quality from the customer's perspective.
E) all of these.
Answer: E
Q2) Local television advertising often includes ads for automobile dealerships using actors trying to create a sense of excitement and urgency among consumers.These ads are attempting to achieve the promotional goal of __________ potential buyers.
A) informing
B) persuading
C) reminding
D) all of these
E) none of these
Answer: B
Q3) What are the four Ps of marketing?
Answer: Product,price,place,and promotion.
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) As the text states,"Firms typically are most successful when they focus on opportunities that build on their strengths relative to those of their competition." Using the automobile industry in the United States,describe an example of this type of positioning strategy.
Answer: Answers will vary and change over time but likely choices include Toyota's Scion products,lower-priced cars targeting younger consumers or their Lexus division of upscale cars introduced years ago.In both case,Toyota built on its reputation for quality products (though that reputation has been somewhat tarnished lately).Another possibility is the recent re-positioning of GM's Hummer using ads with women drivers.The hybrid autos are a third possibility.
Q2) Most banks implement customer retention programs aimed at their best customers.They do this because they know that retaining customers usually results in:
A) a product development growth strategy.
B) an operational advantage.
C) opportunities for diversification.
D) increased long term profits.
E) more clearly defined market segments.
Answer: D
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Why are marketers more likely to be singled out for criticism about unethical behavior than other business professionals?
Answer: Because marketers interact directly with customers while managers,accountants,finance,and other business professionals are less visible to consumers.
Q2) The AMA Code of Ethics is silent with regard to: A) regulators. B) customers.
C) economically vulnerable segments such as children and the elderly. D) consultants.
E) none of these.The AMA Code of Ethics mentions each of these.
Answer: E
Q3) Short-term profitable decisions can cause firms to lose customers in the long run. A)True
B)False
Answer: True
Q4) During which phase(s)of the strategic marketing planning process are ethical issues likely to arise?
Answer: Issues can arise in any phase of the process.
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Chapter 4: Analyzing the Marketing Environment
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Sample Questions
Q1) The __________ generational cohort is likely to spend money on travel,second homes,luxury cars,and investments.They are typically loyal and willing to spend but are extremely quality conscious.
A) Seniors
B) Baby Boom
C) Generation W
D) Generation X
E) Generation Y
Q2) International marketers new to the United States often struggle to define "American culture." What would these international marketers need to study in order to define "American culture" and what would they be likely to learn?
Q3) When senior citizens or recent immigrants are pressured to take out loans they cannot pay back (often containing high fees,hidden costs,and higher rates of interest),these are referred to as:
A) predatory loans.
B) opportunistic financing.
C) consolidated loans.
D) low yield loans.
E) prime rate loans.
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Page 6
Chapter 5: Consumer Behavior
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Sample Questions
Q1) For many American consumers,the purchase of a personal computer has shifted from an extended problem solving decision to a limited problem solving decision.How have marketers adjusted to this change?
Q2) How does the shopping situation affect consumer behavior?
Q3) Fashion designers have realized that plus size consumers have significant buying power.Which of the following best describes the course of action fashion designers should take to capture this market?
A) Identifying,understanding,and carefully considering the demands of larger shoppers.
B) Creating plus sizes for all garments manufactured.
C) Offering only a few items in plus size to create demand.
D) Continuing to limit the sizes available in clothing lines.
E) Continuing to supply only a few specialty retailers to meet the demand.
Q4) How much time consumers spend searching for information depends on:
A) the perceived benefits versus perceived costs of searching.
B) the locus of control.
C) actual or perceived risk.
D) the type of product or service.
E) all of these.
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Page 7
Chapter 6: Business-To-Business Marketing
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Sample Questions
Q1) After need recognition and product specification,many firms using the B2B buying process:
A) identify contract specifications.
B) issue a request for proposals from invited suppliers.
C) proceed to proposal analysis.
D) enter vendor negotiation and selection.
E) revise their need recognition analysis.
Q2) The office policy and procedure states that any purchase requests that are $3,000 and over must be given to Ms.Reynolds,who will obtain authorization from the Chief Financial Officer.Ms.Reynolds serves as a __________ in the buying center.
A) gatekeeper
B) decider
C) buyer
D) user
E) initiator
Q3) Define derived demand and give an example of how demand for B2B sales is often derived from B2C sales.
Q4) Create a realistic example of a B2B buying center,describing the different roles played by members of the team.
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Chapter 7: Global Marketing
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Sample Questions
Q1) The IMF and World Bank benefit global marketers by:
A) acting as a forum for corporate trade negotiations.
B) raising the global standard of living.
C) reviewing visionary mission statements.
D) maintaining variable rate financing for manufacturers.
E) all of these.
Q2) Tariffs,quotas,anti-dumping laws,and currency exchange policies affect global:
A) offshore product design.
B) pricing strategies.
C) advertising.
D) logistics.
E) promotion.
Q3) Despite criticism,globalization has:
A) benefited all groups in the world economy.
B) allowed firms to increase domestic investment.
C) prevented illegal trade activities.
D) reduced the role of the WTO.
E) progressed at a steady and increasing pace.
Q4) Once a company has decided to pursue a global market,it will explore the four Ps.List the potential global product strategies a firm can employ.
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Chapter 8: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) College students can be a less __________ market segment because students' media habits are quite diverse.
A) substantial
B) perceptive
C) identifiable
D) reachable
E) quantifiable
Q2) NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female.This is an example of psychographic segmentation.
A)True
B)False
Q3) Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.
A) geographic
B) self-concept
C) psychographic
D) benefit
E) behavioral
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Page 10
Chapter 9: Marketing Research
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Sample Questions
Q1) The terms "external secondary data" and "syndicated data" mean the same thing.
A)True
B)False
Q2) The CEO of a bank in Montana approaches the marketing director,explaining that the bank is considering expanding into Wyoming.The CEO asks the marketing director to design a research project to collect data to answer the question,"What percentage of Wyoming residents have an income greater than $100,000?" What is the problem with this research objective?
Q3) The first question a market researcher should ask when considering a research study is:
A) Who will pay for it?
B) Will the research be useful?
C) When is the due date?
D) What sample size will be needed?
E) Should we use structured or unstructured questions?
Q4) Writing good,clear survey questions is more difficult than it seems at first.What are the five types of question-writing errors discussed in the text?
Q5) Why are more and more market researchers using Web surveys?
Q6) How can a small business do market research on a shoestring budget?
Page 11
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Chapter 10: Product, Branding, and Packaging Decisions
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Sample Questions
Q1) Which of the following is NOT one of the important functions of labels on products and packages?
A) Protecting against damage to the product.
B) Providing consumer information to assist in purchasing.
C) Identifying the brand and building brand image.
D) Promoting the brand or complementary brands.
E) Listing ingredients.
Q2) Distinguish between primary and secondary packaging.
Q3) Brand licensing is:
A) common for toys.
B) a way to build brand equity.
C) a means of generating additional revenue.
D) widely used by sports teams.
E) all of these.
Q4) Creating brand awareness is the first step in creating brand equity.Political candidates know name recognition is critical to success,but at the Congressional level over 90 percent of incumbents get re-elected.If you were marketing advisor to a challenger for the Congressional seat in your district,what would you recommend the candidate do to create brand / name awareness?
Q5) How do marketers measure brand value?
Page 12
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Chapter 11: Developing New Products
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Sample Questions
Q1) In many cases,pioneers lose their market lead and initial market share to imitators who:
A) capitalize on the pioneers' weaknesses.
B) create similar products with reduced value to consumers.
C) utilize alpha-beta testing.
D) ignore patents and copyrights.
E) target late maturity consumers.
Q2) The Eiger Labs MPMan was the first mass-produced MP3 player sold in the United States.Eiger Labs was a __________ in the MP3 player market.
A) pioneer
B) early adopter
C) blockbuster
D) market tester
E) concept tester
Q3) Which of the following is NOT one of the four product life cycle stages?
A) Introduction
B) Leveling
C) Maturity
D) Growth
E) Decline
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Chapter 12: Services: The Intangible Product
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Q1) One professor was known for never teaching the same course the same way twice.Which difference between a product and a service does this represent? How could the professor use this to his or her advantage?
Q2) The knowledge gap is where "the rubber meets the road," where the customer directly interacts with the service provider.
A)True
B)False
Q3) Most retail stores in the United States do 60 percent or more of their business in the period between Thanksgiving and Christmas.What can these stores do to get sales staff to provide "service with a smile" during this stressful part of the year?
Q4) Physicians regularly overstate the expected recovery time from surgery,knowing that managing patients' expectations will reduce the __________ gap associated with their service.
A) knowledge
B) empowerment
C) delivery
D) standards
E) communication
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Chapter 13: Pricing Concepts for Establishing Value
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Sample Questions
Q1) When Apple Computer Company introduced the iPhone--a combination phone,MP3 player,and Internet access device--in 2007,it was priced at $499,considerably higher than either the iPod or competing cell phones.Apple was probably pursuing a __________ pricing strategy.
A) market penetration
B) slotting allowance
C) price fixing
D) reference price
E) skimming
Q2) If Brandon buys hats for his store for $5 each and sells them for $15 each,he is using a keystoning pricing strategy.
A)True
B)False
Q3) Economic trends that affect pricing decisions include increases in disposable income and status consciousness,a trend for customers to shop cheap,global economic conditions,and local economic conditions.
A)True
B)False
Q4) Why are price wars more common in oligopolies than in pure competition markets?
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Chapter 14: Supply Chain and Channel Management
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Sample Questions
Q1) When Brian took over the position of purchasing manager for Gray Lumber Company,a regional building materials supply company,he found a JIT system in place,but in spite of that the company had frequent problems related to inventory.Shipments were often late or incomplete,there was little communication from the company's vendors,and only superficial attempts were being made to address the problems.For companies like Gray Lumber,the critical factor in having a successful JIT system is:
A) distributional excellence.
B) shared data.
C) EDI systems.
D) CPFR systems.
E) cooperation.
Q2) After installing a(n)__________ in its JIT system,Chocolate Tree (a retail chocolate store)was able to reduce lead time for merchandise orders.
A) supply chain
B) distribution center
C) quick change directory
D) electronic data interchange system
E) collaborative planning schedule
Q3) What is a CPFR and why are they popular in the grocery and drug industries?
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Chapter 15: Retailing and Multichannel Marketing
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Sample Questions
Q1) A manufacturer of high-end products might consider selling products in a warehouse club if:
A) there are no high-end shopping centers within a 100-mile radius of the warehouse club.
B) the warehouse club has a good reputation.
C) the manufacturer is trying to increase market share.
D) the manufacturer overestimated demand or has a great deal of returned merchandise from other retailers.
E) the warehouse club wants to upgrade its image.
Q2) If a manufacturer wasn't happy with either intensive or exclusive distribution,a logical choice,which incorporates some features from both,would be __________ distribution.
A) moderate
B) compromise
C) luxury
D) evolutionary
E) selective
Q3) Retailers who advertise that they sell at wholesale prices are wholesalers.
A)True
B)False
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Chapter 16: Integrated Marketing Communications
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Sample Questions
Q1) Julie is developing a budget for her firm's IMC program.First,she decides what she wants to accomplish.Then she chooses media,and finally she determines the cost for each product to be promoted.What type of IMC budgeting process is Julie using?
Q2) In the movie Field of Dreams,one of the memorable phrases is "Build it,and they will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers,they need to:
A) determine the level of desire needed to sustain action.
B) promote sufficiently to gain global attention.
C) create interest among consumers,persuading them to investigate further.
D) offer discounts to increase purchase intentions.
E) take steps to encourage immediate purchase.
Q3) If there is a difference between the message that is sent and the message that is received,it is probably due to noise.
A)True
B)False
Q4) If sales revenue for Becky Balloon's was $35 a day and the advertising cost was $10,what would be the return on investment?
Q5) What is the other name for the AIDA model?
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Chapter 17: Advertising, Public Relations, and Sales Promotions
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Sample Questions
Q1) Regardless of the objective of the advertising campaign,each campaign's objectives must be:
A) sincere.
B) consistent with those of the available media.
C) either informative or persuasive but not both.
D) specific and measurable.
E) designed for use in both a pull and a push strategy.
Q2) An advertising plan is crucial to an ad campaign because it:
A) is the basis for sales commissions.
B) is required by the accounting department.
C) offers insights into the creative leadership of mass media buyers.
D) will later be used to measure the success or failure of the campaign.
E) all of these.
Q3) Advertisers often face the problem of consumers:
A) screening out their message.
B) not reacting to their message.
C) not remembering their message.
D) remembering the message but forgetting the brand.
E) all of these.
Q4) Why is tracking the impact of an advertising campaign challenging?
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Chapter 18: Personal Selling and Sales Management
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140 Verified Questions
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Sample Questions
Q1) One of the advantages of personal selling over other types of marketing communications is that:
A) salespeople can customize their message for a specific buyer.
B) personal selling almost always costs less than other marketing communication alternatives.
C) personal selling has greater reach than advertising.
D) cold calling is easier than direct mail advertising.
E) all of these.
Q2) Johnny works at an electronic store.In addition to his salary,he receives two percent of the sales dollars he brings in each month.This extra two percent is called a: A) commission.
B) salary.
C) bonus.
D) sales contest.
E) rebate.
Q3) After installing a new HVAC system,what should Frank's Heating & Air Conditioning do to help to ensure customer satisfaction?
Q4) What is relationship selling?
Q5) What is the difference between an order getter and an order taker?
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