Marketing Communications
Mock Exam
Course Introduction
Marketing Communications explores the strategies and tools businesses use to convey messages to their target audiences and build strong brand identities. The course examines the integration of advertising, public relations, sales promotion, direct marketing, digital campaigns, and personal selling, emphasizing how these channels work together to influence consumer perceptions and behavior. Students will analyze real-world case studies, create integrated marketing communication plans, and learn to leverage both traditional and emerging media platforms to achieve organizational objectives. The course also addresses ethical considerations and the measurement of communication effectiveness to optimize marketing outcomes.
Recommended Textbook
Contemporary Advertising 13th Edition by William Arens
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18 Chapters
1896 Verified Questions
1896 Flashcards
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Page 2
Chapter 1: What Is Advertising Today
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) What is the role played by the interactive media in the advertising communication process?
Answer: The interactive media allows consumers to participate in the communication by extracting the information they need,manipulating what they see on their computers or TV screens in real time,and responding in real time.
Q2) A growing concern about accountability,the proliferation of new media,and the increasing cost of competition has led corporate management to realize that:
A) the mass media is the most specialized media.
B) consumers are less sophisticated.
C) tremendous gaps exist between what companies say in their advertising and what they actually do.
D) there is a need to allow multiple forms of marketing communications to work in isolation in order to achieve consistency.
E) there is a high degree of coordination among all the messages created by an advertiser's various communication agencies.
Answer: C
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3
Chapter 2: The Evolution of Advertising
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Sample Questions
Q1) When did the preindustrial age begin and end in the Western hemisphere?
Answer: The preindustrial age extended from the beginning of recorded history to the start of the nineteenth century.
Q2) The preindustrial age extended from the beginning of recorded history to roughly the start of the 1900s.
A)True
B)False
Answer: True
Q3) What was the most important development in the history of advertising?
Answer: The most important development in the history of advertising was the invention of the printing press.
Q4) The beginning of the Great Depression:
A) empowered marketers to advertise more.
B) forced manufacturers to rely on symbols to create awareness.
C) saw a decline in the use of product differentiation.
D) caused the temporary disappearance of advertising.
E) forced the advertising industry to turn to marketing research.
Answer: E
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4
Chapter 3: The Economic, Social, and Regulatory Aspects of Advertising
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) An ad for a soda company uses the tagline "life is good" is using:
A) nonproduct facts.
B) advocacy information.
C) comparative facts.
D) misleading information.
E) environmental information.
Answer: A
Q2) The chief function of the consumer protection agencies found in many cities and counties is to protect local consumers.
A)True
B)False
Answer: True
Q3) Consumer advocate groups investigate advertising complaints received from the public and those that grow out of their own research.
A)True
B)False
Answer: True
Q4) What does is mean to be ethical?
Answer: Being ethical means doing what is morally right in a given situation.
Page 5
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Chapter 4: The Scope of Advertising
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) A speculative presentation allows an advertiser to see what the agency can do for it before signing any contractual agreement.
A)True
B)False
Q2) In the _____ method of compensation,advertising agencies charge clients for all their services and credit any media commissions earned to the client.
A) variable budget
B) retainer
C) variable apportionment of overhead costs
D) slotting allowance
E) pushing allowance
Q3) The advertising business has evolved into four distinct groups.List them.
Q4) What are the two categories of media available to the international advertiser?
Q5) The duty of the traffic department is to make sure that all members of the product's distribution channel maintain product/brand image.
A)True
B)False
Q6) On what bases are advertising agencies normally classified?
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Chapter 5: Marketing and Consumer Behavior
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) For which of the following purchasers would cognitive dissonance be the greatest?
A) A mother purchased acne medicine for her teenage son.
B) A secretary rented a car for her boss's business trip.
C) A jogger purchased a bottle of water for himself.
D) A car owner spent $3,700 to have her car body straightened and repainted.
E) A student purchased macaroni salad for lunch.
Q2) What are the two broad categories of learning theories?
Q3) In the special bride edition of a magazine,its editors describe the latest trends in weddings and give advice on how to create the perfect wedding.In this situation,the editors of the magazine could be considered:
A) opinion leaders.
B) sole users.
C) a reference point.
D) selective communicators.
E) negative motivators.
Q4) What are the most important nonpersonal influences that may affect a consumer's final purchase decision?
Q5) Define transformational motives and list three of them
Q6) Name the two sets of influences that affect our mental process and behavior.
Page 7
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Chapter 6: Market Segmentation and the Marketing Mix
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Sample Questions
Q1) Consumer demand for a whole product category such as DVD players,pickles,or laptop computers is called _____ demand.
A) primary
B) selective
C) positioned
D) category
E) maturity
Q2) Several new editions of a book targeted at various market segments have recently been published.The majority were published by a publisher who identified the needs and wants of various groups of people and discovered that most wanted a book that more closely related to their own personal lives and interests.The publisher uncovered a(n)_____ demand.
A) primary
B) selective C) synergistic
D) intensive
E) maturity
Q3) List the four variables used in behavioristic segmentation.
Q4) Which element is responsible for the sale of a product sold through intensive distribution?
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Chapter 7: Research: Gathering Information for Advertising Planning
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) The U.S.Census would provide a health care provider with secondary data on where the highest concentration of senior citizens lived.
A)True
B)False
Q2) Advertising researchers would be most likely to use portfolio tests,storyboard tests,and consumer juries during _____ for advertising development.
A) strategy determination
B) posttesting
C) pretesting
D) media selection
E) concept development
Q3) Secondary data is most important during which stage of the research process?
A) Informal research
B) Situation analysis
C) Market research
D) Observational research
E) Problem definition
Q4) List the five Ms that help advertisers use pretesting in making their advertising decisions.
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Chapter 8: Marketing and Advertising Planning
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105 Flashcards
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Sample Questions
Q1) Small firms with limited capital typically budget using the all available funds technique.
A)True
B)False
Q2) Entrepreneur Chrissy Azzaro is founder of My-Tee,a Los Angeles fashion company.Besides its signature product,the My-Tee T-shirt,the company makes its own line of skirts,shoes,tank tops,and accessories that retail from $32 to $78.Publicists and buyers browse My-Tee's trendy showroom in Los Angeles for the latest trends and clothing lines.The company's promotional strategy relies on publicity.Celebrities from Hilary Duff to Courtney Cox have been photographed in My-Tee clothing.This exposure helped the company rack up $1 million in sales last year.This is a brief description of My-Tee's:
A) advertising tracking.
B) marketing mix.
C) marketing objectives.
D) organizational strategy.
E) marketing research.
Q3) What are the four stages of a traditional top-down marketing plan?
Q4) Briefly describe five of the nine methods for setting an advertising budget.
Q5) What are the four sources of brand messages? Briefly describe each source.
Page 10
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Chapter 9: Planning Media Strategy
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Sample Questions
Q1) What are the two ways to express message weight?
Q2) Media people use the term _____ to describe the quality of exposure-the number or percentage of the audience which receives enough exposures to truly receive the message.
A) medium value
B) exposure value
C) message satiation
D) effective reach
E) effective frequency
Q3) Pulsing schedule mixes continuous and flighting strategies.
A)True
B)False
Q4) The _____ describes how the advertiser will achieve its stated media objectives.
A) communications plan
B) media mission
C) organizational plan
D) media strategy
E) media execution
Q5) Name the method used to indicate the sales potential of a particular brand in a specific market area.
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Chapter 10: Creative Strategy and the Creative Process
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Briefly describe the two dimensions needed for great advertising.
Q2) An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage.The ad is _____ because it offers a product that will protect your important business information.
A) informational
B) transactional
C) psychological
D) transformational
E) charismatic
Q3) The creative brief not only identifies the benefits to be presented to consumers,but also includes the issues relating to the execution of the ad.
A)True
B)False
Q4) What are the three components of the message strategy?
A) Verbal, nonverbal, and technical
B) Creative definition, creative execution, and creative implementation
C) Copy, illustrations, and layout
D) The informational, transactional, and transformational dimensions
E) An objective statement, a support statement, and a brand personality
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) The ad for L'Oreal RevitaLift cream has a(n)_____ headline that reads,"Dramatically lifts and retightens skin immediately."
A) informative
B) provocative
C) command
D) question
E) benefit
Q2) A(n)_____ commercial for an electronic home security system showed a family's home being robbed while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.
A) demonstration
B) testimonial
C) slice-of-life
D) animated
E) straight announcement
Q3) What are the four basic rules for using translators in designing ads for international markets?
Q4) What kind of headlines makes a direct promise to the reader?
Q5) What is the difference between a rough layout and a thumbnail sketch?
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Chapter 12: Producing Ads for Print, Electronic, and Digital Media
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Sample Questions
Q1) Letters and fliers commonly use writing paper.
A)True
B)False
Q2) The analog proof is created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue.
A)True
B)False
Q3) During the preproduction stage of making a commercial,the producer or casting director searches for the right talent.
A)True
B)False
Q4) For digital media,the production process is the same as it is for print media.
A)True
B)False
Q5) Although it adds realism to a commercial,location shooting is often a logistical nightmare.
A)True
B)False
Q6) List the three categories of paper used in print advertising.
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Chapter 13: Using Print Media
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Sample Questions
Q1) A gatefold occurs when a magazine page is not cut properly,and the page inadvertently stands out.
A)True
B)False
Q2) The _____ date is the date all ad material must be in the publisher's hands for a specific issue.
A) controlled
B) press
C) publication
D) closing
E) printing
Q3) Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media?
A) Newspapers may have overlapping circulation.
B) Newspapers are comprehensive in scope.
C) Newspaper readership is concentrated in time.
D) Newspapers do not provide an advertiser with any creative flexibility.
E) Newspapers are an active medium.
Q4) Why would an advertiser choose to use a bleed page?
Q5) What are combination rates?
Page 15
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Chapter 14: Using Electronic Media
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Sample Questions
Q1) The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of the Coach's Corner,a weekly high school retrospective.The owner of the store has learned the show has a rating of 10,reaches 12,000 people in the primary target audience,and a 15 second spot costs $600.What is the cost per thousand?
A) $20.00
B) $40.00
C) $50.00
D) $60.00
E) $75.00
Q2) Pedigree dog food is solely responsible for the program content and the production costs of the cable TV show of the American Kennel Club's annual "Best of Breed" competitions.Pedigree purchased the advertising:
A) on a participation basis.
B) as a sponsorship.
C) on a demographic selectivity basis.
D) on a total spot basis.
E) through a syndication service.
Q3) List three disadvantages that are associated with cable television advertising.
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Page 16
Chapter 15: Using Digital Interactive Media
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100 Flashcards
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Sample Questions
Q1) Describe classified ad Web sites.
Q2) What is the most basic form of Internet advertising?
A) E-mail ad
B) Search engine ad
C) Banner ad
D) Interstitial
E) Internet classified ad
Q3) Buttons:
A) are more expensive than banners.
B) are the most common unit of Web advertising.
C) often look like icons.
D) are not typically linked to the advertiser's landing page.
E) take up more space than banners.
Q4) Interactive TV is powered by digital video recorders,sometimes also called personal video recorders.
A)True
B)False
Q5) The Internet is the fastest-growing medium in history.
A)True
B)False
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Sample Questions
Q1) How can electronic display panels benefit an advertiser?
A) Only the advertiser can change the display.
B) They are an inexpensive and flexible medium.
C) Their ability to eliminate selective perception makes their high costs worth the extra promotional money.
D) The transit authority must pay a premium price for the displays.
E) They are the best advertising medium.
Q2) The most common form of out-of-home media are on-premise signs.
A)True
B)False
Q3) The construction of trade-show booths and exhibits has become a major factor in sales promotion plans.
A)True
B)False
Q4) _____ is a cross between traditional billboards and transit advertising.
A) Ad-placement advertising
B) The mobile billboard
C) The full-showing panel
D) Variable-site advertising
E) On-board advertising
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Chapter 17: Relationship Building: Direct Marketing, personal
Selling, and Sales Promotion
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Sample Questions
Q1) Which of the following is the best example of a trade promotion that the publisher Zondervan could use for its newly-introduced Refuel: The Complete New Testament for Guys?
A) A direct mail piece that contains a sample chapter for prospective customers to read.
B) A coupon in a hunting magazine for $5 off the purchase price.
C) A rebate offer given to customers at the time of purchase.
D) A newspaper article about the new edition of the Bible.
E) A slotting allowance to leading bookstores.
Q2) One of the drawbacks to direct marketing is the fact that such efforts must often stand on their own without the content support of the media that advertising offers.
A)True
B)False
Q3) Both contests and sweepstakes encourage consumption of the product by creating consumer involvement.
A)True
B)False
Q4) How was direct selling defined by Professors Robert Peterson and Thomas Wotruba?
Q5) What is a premium? Why do marketers offer premiums?
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Chapter 18: Relationship Building
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Sample Questions
Q1) To be picked up by the media,publicity must be:
A) noncontroversial.
B) unplanned.
C) nonpolitical in nature.
D) newsworthy.
E) contentious.
Q2) Public relations professionals see marketing as the umbrella process that companies use to determine what goods and services the market needs and how to distribute and sell them.
A)True
B)False
Q3) Qualcomm Inc.,a wireless technology company,benefited from _____ when it helped pay for renovations to the stadium where the San Diego Chargers play football.
A) ambush marketing
B) reputation marketing
C) guerrilla marketing
D) venue marketing
E) reactive marketing
Q4) How does advertising differ from public relations? How are they similar?
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