Marketing Communications
Chapter Exam Questions
Course Introduction
Marketing Communications explores the strategies, tools, and channels organizations use to effectively convey messages to target audiences and build strong customer relationships. The course covers an integrated approach to communications, including advertising, public relations, sales promotion, direct marketing, digital and social media, and sponsorship. Students learn to craft compelling campaigns that align with brand values, measure their impact, and adapt to the evolving media landscape. Emphasis is placed on understanding consumer behavior, message design, media planning, and ethical considerations in communication. By the end of the course, students will be able to develop and manage comprehensive marketing communication plans suitable for diverse markets.
Recommended Textbook
M Advertising 2nd Edition by William Arens
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Page 2
Chapter 1: The Evolution of Advertising
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Q1) To differentiate its candy from that produced by other candy manufacturers, the manufacturer of Green & Black brand confections advertises that it is the only company to make its chocolate organically. This commitment to market only organic chocolate is an example of a(n):
A) perceptual value.
B) unique selling proposition.
C) economic differential.
D) economic advantage.
E) differential value.
Answer: B
Q2) A(n) _____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that rank high on the consumer's priority list.
A) logistical strategy
B) universal sales promotion
C) positioning strategy
D) market aggregation strategy
E) promotional mix
Answer: C
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Chapter 2: The Environment of Advertising
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Q1) The Better Business Bureau investigates advertisements for possible violations of accuracy, and it works with law enforcement to prosecute fraudulent advertisers.
A)True
B)False
Answer: True
Q2) Define comparative advertising and describe how the FTC controls its misuse.
Answer: Comparative advertising is advertising in which one company claims its product is superior to another in some respect. The ads must compare some objectively comparable measurable characteristic. Anyone guilty of misrepresentations about a competitor's product is vulnerable to a civil suit. (The previous law made no such mention of misrepresentation.)
Q3) Adherence to ethical and socially responsible principles is the moral obligation of advertisers.
A)True
B)False
Answer: True
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Chapter 3: The Business of Advertising
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Q1) One of the ways to organize a centralized advertising department is by the sub-function of advertising.
A)True
B)False
Answer: True
Q2) Which of the following is a current trend in advertising?
A) An increased use of commissions by large advertisers
B) The creation of small specialty advertising agencies
C) A decline in the use of integrated marketing communications
D) An increase in the importance of traditional media
E) The decrease of audience empowerment
Answer: B
Q3) Distinguish between suppliers and the media.
Answer: Suppliers and media are two distinct groups of the advertising business. Suppliers are the people and organizations that assist both advertisers and agencies in the preparation of advertising materials, such as photography, illustration, printing, and production. Media refers to communications vehicles paid to present an advertisement to their target audience. Media most often refers to radio and television networks, stations that have news reporters, and publications that carry news and advertising.
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Page 5
Chapter 4: Segmentation, Targeting, and the Marketing Mix
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Q1) Distinguish between primary demand and selective demand.
Q2) With an administered vertical marketing system, one company owns multiple levels of the distribution or production channel.
A)True
B)False
Q3) Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?
A) Product demonstrations
B) Brand equity
C) Wholesaler
D) Retailer
E) Market concentration
Q4) Demographic segmentation would most likely be used to sell Fulla, a doll designed to embody the image of a proper Muslim woman.
A)True
B)False
Q5) Purchase occasion is a psychographic variable used to segment consumer markets.
A)True
B)False
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Chapter 5: Communication and Consumer Behavior
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Q1) What are the two broad categories of learning theories used by most advertisers?
A) Cognitive and conditioning theories
B) Central and peripheral route theories
C) Interpersonal and non-personal theories
D) Affective and cognitive route theories
E) Psychological and physiological screen theories
Q2) According to the human communication process, the baby boomer who read all of the copy in an ad for Lyrica, a prescription for people who feel tingling or burning sensations in their feet, would be a(n):
A) encoder.
B) medium.
C) receiver.
D) source.
E) channel.
Q3) When Jana uses a $10-off coupon to purchase an exercise mat, she is providing feedback.
A)True
B)False
Q4) Define consumer behavior.
Q5) What are the three personal processes in the consumer decision process?
Page 7
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Chapter 6: Account Planning and Research
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Q1) The _____ is perceived as a consumer advocate during the advertising planning process.
A) agency
B) art director
C) account planner
D) ad producer
E) ad source
Q2) The final step in the research process is ad posttesting.
A)True
B)False
Q3) Before beginning an advertising campaign for its new Snickers Charged candy bar, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchases and brand loyalty. Before developing the creative strategy and the media strategy for the new candy bar, Mars most likely had to conduct research on:
A) product concept.
B) media selection.
C) promotion methods.
D) messaging formats.
E) message elements.
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Page 8
Chapter 7: Marketing, Advertising, and Imc Planning
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Q1) In February 2012, Light Full Foods Inc. in San Francisco developed Light Full Satiety Smoothies, which are shelf-stable, all-natural, dairy-based smoothies for adult women. Adult women are the smoothie manufacturer's:
A) marketing mix.
B) advertising mix.
C) product concept.
D) segmentation variable.
E) target market.
Q2) What is the integration triangle? How is this triangle associated with the brand message sources? When does constructive integration occur?
Q3) When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, the firm created a launch kit for its brokers and distributors. Its brokers and distributors are examples of:
A) reference groups.
B) target audiences.
C) target markets.
D) stakeholders.
E) environmental curators.
Q4) What are the two general types of marketing objectives?
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Chapter 8: Creating Ads: Strategy and Process
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Q1) An ad encouraging golfers to subscribe to Golf Magazine has the following headline: "Play at the Top of Your Game." In this example, the creative message of the ad was used to:
A) persuade consumers to subscribe to Golf Magazine.
B) inform readers that Golf Magazine is available through subscriptions.
C) persuade customers to buy multiple copies of Golf Magazine.
D) persuade retailers to carry Golf Magazine.
E) remind customers that Golf Magazine is the best-selling golf magazine available.
Q2) Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women?
A) The layout artist
B) The creative director
C) The copywriter
D) The graphic designer
E) The art director
Q3) The creative strategy identifies how the ad will be executed.
A)True
B)False
Q4) The creative strategy has several other names. What are they?
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Chapter 9: Creative Execution: Art and Copy
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Questions
Q1) Slice-of-life television commercials often incorporate _____, which are intended to assist the viewer's memory.
A) hidden perceptual benefits
B) problem/solution features
C) stimulus-response components
D) subliminal perception
E) mnemonic devices
Q2) Ideally, headlines communicate the complete selling idea and engage the reader quickly.
A)True
B)False
Q3) The additional smaller headline that generally appears below main headline is called a(n):
A) affirmation.
B) directive.
C) subhead.
D) byline.
E) caption.
Q4) What type of format traditionally produces the highest level of recall?
Q5) List the eight basic formats for radio and TV commercials.
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Chapter 10: Print Advertising
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Q1) A tearsheet is:
A) a perforated, preprinted insert.
B) another term for an ad paste-up.
C) a guarantee that the ad will receive run-of-paper (ROP) positioning.
D) a page that verifies that an ad ran as it was supposed to.
E) the receipt that the media salesperson gives to the advertiser.
Q2) The two basic physical sizes of newspaper formats are:
A) normal size and pocket-size.
B) insert size and oversize.
C) oversize and carrier size.
D) standard size and tabloid.
E) gatefold and standard size.
Q3) Which of the following is used as a basis for classifying newspaper categories?
A) Their organizational structures
B) Their method of gathering marketing research data
C) Their frequency of deliveries
D) Their subscription rates
E) Their primary and secondary readership
Q4) What are some of the advantages and disadvantages of incorporating newspaper media into the marketing mix?
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Chapter 11: Broadcast, Cable, and Satellite Media: Television and Radio
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Q1) Television is a good leverage tool.
A)True
B)False
Q2) _____ syndication involves original shows, like Inside Edition and Judge Judy, which are produced specifically for the syndication market.
A) Classic
B) First-run
C) Audience-supported
D) off-network
E) Barter
Q3) What are the advantages of broadcast television advertising? Describe at least three benefits in your response.
Q4) Which of the following has become the largest source of programming in the United States?
A) Affiliates
B) Independents
C) Local cable system channels
D) Network broadcasts
E) Syndication
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Chapter 12: Digital Interactive Media
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Q1) What advantage does a distributed network offer that a centralized network does not? (Be sure to define both terms in your answer.)
Q2) What are the concerns about behavioral tracking?
Q3) Cortadryl, an anti-itching cream, advertises on the Internet. To target its advertising, Cortadryl has its banner ads appear when a user types in the words "itchy," "scratching," "hives," or "mosquitoes" in the search engine. Cortadryl has most likely made a:
A) request for ad responses.
B) click-through request.
C) keyword purchase.
D) word-search responsive device.
E) base banner purchase.
Q4) _____ is, at present, the most popular search engine on the Web.
A) Hotmail
B) Yahoo
C) Google
D) Facebook
E) Twitter
Q5) What is HTML? How is it useful?
Q6) How has broadband changed the way people access the Internet?
Page 14
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Chapter 13: Out-Of-Home, Direct-Mail, and Promotional Products
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Q1) How can global positioning systems (GPS) influence the outdoor advertising purchased by a media buyer?
A) GPS can be used to determine the best locations for the billboards.
B) GPS can be used to identify the most effective marketing mix.
C) GPS can be used to increase traffic near billboard locations.
D) GPS can be used to locate sites for unused transit ads.
E) GPS can be used to find customers with smartphones.
Q2) What is the difference between an advertising specialty and a premium?
Q3) What are the three standardized outdoor structures forms?
Q4) Taylor received a brochure in the mail that promoted a low-cost insurance plan for retired teachers. It did not come in an envelope but was a single page, folded and stapled. Her address was written in a blank area on one side. This advertisement is an example of a:
A) broadside.
B) marketing avail.
C) self-mailer.
D) telemarketing form.
E) gatefold.
Q5) What does it mean to buy 100 gross rating points?
Q6) What is transit shelter advertising? Why is it successful? Page 15
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Page 16
Chapter 14: Media Planning and Buying
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Q1) The maker of Advil pain relievers has introduced a pill to aid people in falling asleep. To reach its target audiences, the pill's manufacturer has decided to advertise on the Internet, on television, in business magazines, on talk radio shows, and through direct mail because it believes one medium will not reach all potential customers. The manufacturer is planning to use a(n) _____ approach.
A) targeted media
B) mixed-media
C) media combination
D) marketing mix
E) environmental
Q2) _____ refers to the length of time (duration) an advertising message or campaign will run over a given period of time.
A) Frequency
B) Continuity
C) Effective reach
D) Medium delivery power
E) Medium value
Q3) List five factors that enhance the probability of ad exposure.
Q4) Differentiate between effective frequency and effective reach.
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Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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Q1) The direct marketing database is a company's primary tool to initiate, build, cultivate, and measure the effectiveness of its loyalty efforts.
A)True
B)False
Q2) The primary task of personal selling is to make a quick, transactional sale.
A)True
B)False
Q3) Sierra South sells whitewater rafting trips and related merchandise. The company has built a pool of data on current and prospective customers and sends postcards and e-mails to those individuals to announce sales and upcoming rafting trips. Sierra South is most likely using:
A) mail-order advertising.
B) database marketing.
C) direct selling.
D) direct-mail advertising.
E) interactive advertising.
Q4) How does product packaging affect the image of a brand? Use examples of products or brands to illustrate your response.
Q5) What are the four most significant roles personal selling plays in IMC?
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Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Q1) Which term refers to a long-term strategic process to managing the standing of the firm with various publics?
A) Integrated marketing communications
B) Marketing public relations
C) Reputation management
D) Opinion sampling
E) Positioning
Q2) A four-page article in Pallet Enterprise, a trade journal for the pallet and container industry, about the success of Jisco, a Korean nail company, would most likely be an example of a:
A) promotional message.
B) pro bono message.
C) communications organ.
D) feature article.
E) house bulletin.
Q3) What are the various functions of institutional advertising?
Q4) Why would a company use public relations advertising?
Q5) What is the function of marketing public relations (MPR)?
Q7) What is the goal of community involvement? Page 19
Q6) Differentiate between sponsorship and philanthropy.
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Page 20
Chapter 17: Producing ADS
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Q1) The soundtrack for a film commercial should always be recorded during production to ensure that the commercial is the appropriate length.
A)True
B)False
Q2) In print and broadcast commercials, the Geico Gecko speaks openly of his celebrity role and plainly acknowledges that his job is to get people to buy Geico insurance. The Geico Gecko is an example of a:
A) cartoon.
B) mnemonic device.
C) commercial dub.
D) live action.
E) characterization.
Q3) When used in reference to producing a radio commercial, the term "session" means the:
A) group of people who are brought together to make the commercial.
B) length of time the final commercial is supposed to last.
C) time when the recording and mixing of a commercial takes place.
D) number of weeks (or months) the commercial is scheduled to be aired.
E) loudness level that is to be used to record the commercial.
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