Marketing Strategy
Midterm Exam
Course Introduction
Marketing Strategy provides students with a comprehensive understanding of how organizations develop and implement effective marketing plans to achieve competitive advantage. The course covers key concepts such as market analysis, segmentation, targeting, positioning, and the development of the marketing mix (product, price, place, and promotion). Through case studies and real-world applications, students learn how to analyze market opportunities, understand consumer behavior, evaluate competitors, and make strategic decisions that align with organizational goals. Emphasis is placed on both traditional and digital marketing strategies, enabling students to adapt to the evolving business landscape and drive long-term success.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition by
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20 Chapters
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2061 Flashcards
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Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) The traditional method of compensating ad agencies is through:
A)a commission system.
B)hourly billings.
C)a fee system.
D)a straight salary method.
E)an objective-and-task compensation system.
Answer: A
Q2) Problems associated with a(n)_____ include difficulty of the advertising department to understand the overall marketing strategy for the brand.
A)decentralized marketing system
B)in-house agency
C)centralized marketing system
D)brand management system
E)creative boutique
Answer: C
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Chapter 2: Perspectives on Consumer Behavior
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Sample Questions
Q1) _____ is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior.
A)Information search
B)Cognitive dissonance
C)Consumer learning
D)Selective comprehension
E)Alternative evaluation
Answer: C
Q2) Behavioral learning theories have been criticized for:
A)focusing on providing information through subliminal learning processes.
B)using suggestive illustrations to make consumers respond to internal stimuli.
C)employing the use of violence in altering mind-body awareness.
D)being useless in explaining consumers' decision-making processes.
E)assuming a mechanistic view of the consumer placing too much emphasis on external stimulus factors.
Answer: E
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4
Chapter 3: The Communication Process
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107 Flashcards
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Sample Questions
Q1) Gillette believes commercials for deodorants are processed primarily through a peripheral processing route.Which of the following advertising strategies should Gillette use?
A)Very detailed ads with a great deal of information about the causes of body odor.
B)Detailed ads with strong message arguments about Gillette brands.
C)Ads that use celebrity endorsers such as basketball star Lebron James.
D)Ads that pay more attention to information in the copy than executional elements such as visual imagery.
E)Ads that are free of any distractions like pictures or jingles.
Answer: C
Q2) _____ is defined as the passing of information,the exchange of ideas or process of establishing a commonness of thought between a sender and receiver.
A)Advertising
B)Sales promotion
C)Encoding
D)Decoding
E)Communication
Answer: E
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Chapter 4: Source, Message, and Channel Factors
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Sample Questions
Q1) Using the meaning transfer model of the celebrity endorsement process,celebrities draw their meanings from:
A)the products they endorse.
B)their popularity among consumers.
C)their physical appearance.
D)the roles they assume in their careers and the objects,persons,and contexts these roles bring them into contact with.
E)the commercial development process and media selection.
Q2) If viewers of the commercial perceived Barnes as being sincerely interested in whether every citizen filled out a census form,then Barnes,as a message source,is said to have:
A)perceived control.
B)control persuasion.
C)perceived scrutiny.
D)expertise.
E)perceived concern.
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6
Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Sample Questions
Q1) You know the _____ method of budgeting is being employed after hearing an experienced marketing department manager respond to a new employee's question,"How was the ad budget established last year?" by saying,"The same way it's always been done.I just have an instinct for how much should be budgeted where."
A)arbitrary allocation
B)percentage of sales
C)ROI
D)return on investment
E)competitive parity
Q2) One important purpose of setting specific advertising goals and objectives is to:
A)provide a standard against which performance can be measured.
B)put constraints on the creative department.
C)have a method of determining when to delete products from the product line.
D)forecast the market share level that can be attained by good advertising.
E)protect all investors and debt holders.
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Chapter 6: Creative Strategy: Planning and Development
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Sample Questions
Q1) One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful,useful,or valuable to the consumer.
A)divergence
B)synthesis
C)relevance
D)illumination
E)elaboration
Q2) One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances.The ____ or central message of the advertising campaign was "Maytag Dependability."
A)animatic
B)campaign theme
C)repositioning strategy
D)copy platform
E)product specific preplanning input
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Chapter 7: Creative Strategy: Implementation and Evaluation
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Sample Questions
Q1) Ads for Oneida flatware are frequent,show a piece of Oneida flatware,the headline,"ONEIDA," and the slogan "Your table is ready" in small print.This type of ad is intended as _____ advertising.
A)transformational
B)reminder
C)rational
D)emotional integration
E)favorable price
Q2) The _____ is considered the heart of a print ad but is often difficult to get readers to attend to.
A)headline
B)subhead
C)body copy
D)visual
E)logo
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Chapter 8: Media Planning and Strategy
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Sample Questions
Q1) Unduplicated reach is:
A)average reach multiplied by average frequency.
B)duplicated reach plus total reach.
C)total market coverage less duplicated reach.
D)reach multiplied by frequency.
E)total reach less duplicated reach.
Q2) The times during the year when television audiences are measured in order to set advertising rates are called:
A)sweeps periods.
B)GRP flighting periods.
C)frequency estimates.
D)availabilities.
E)upgraded media scheduling.
Q3) The pass-along rate refers to the:
A)newspaper advertising rate charged to manufacturers by retailers placing ads for them.
B)television advertising rate charged to national advertisers.
C)number of persons to whom a magazine copy has been given and who have read it.
D)magazine advertising rate for throw-away publications.
E)percentage of people who skip over an ad while reading a publication.
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Chapter 9: Evaluation of Media: Television and Radio
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Sample Questions
Q1) When Dodi watches old episodes of Friends and Everybody Loves Raymond on her local TV station while she eats her evening meal,she is watching:
A)off-network syndications.
B)sponsorships.
C)first-run syndications.
D)network spots.
E)sweeps.
Q2) An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as:
A)a geographic connection.
B)an interconnect.
C)an adjacency.
D)multiplexing.
E)cable syndication.
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11
Chapter 10: Evaluation of Print Media
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Sample Questions
Q1) Critics argue that printaculars:
A)limit the creative flexibility of print media.
B)alter the appearance and feel of a magazine and the reader's relationship to it.
C)are not used enough to be considered a separate advertising category.
D)result in horizontal promotional conflict among advertisers.
E)hinder the evaluation of the overall benefits of a media.
Q2) Better Homes & Gardens,Newsweek,and Cosmopolitan are all examples of:
A)general interest consumer magazines.
B)demographically-targeted magazines.
C)trade publications.
D)professional magazines.
E)special interest business magazines.
Q3) The _____ is a market outside of a city whose residents regularly do business within the city.
A)city zone
B)retail trading zone
C)area of dominant influence
D)MSA
E)designated market area
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Page 12
Chapter 11: Support Media
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Sample Questions
Q1) _____ are specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free.
A)Video-on-demand
B)Digital ads
C)Product placements
D)Mnemonics
E)Advertainment
Q2) Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency?
A)Outdoor advertising
B)Mail advertising
C)Airport advertising
D)In-store and out-of-store advertising
E)Newspaper and transit advertising
Q3) Ambient advertising often uses digital technology to send its messages.
A)True
B)False
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Chapter 12: Direct Marketing
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Sample Questions
Q1) The announcer on the television commercial said,"Get your credit card and call now to order the Monster Ballads of Rock & Roll CD." This is an example the _____ direct marketing approach.
A)two-step
B)group
C)one - to - one
D)one-step
E)three-step
Q2) Adding a(n)_____ to a direct mailer has proved to increase response rates.
A)contest
B)promotional product
C)informercial
D)needledrop
E)sweeps period
Q3) Direct marketing is a form of advertising.
A)True
B)False
Q4) Both direct marketing and advertising could support one another.
A)True
B)False
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Chapter 13: The Internet and Interactive Media
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Sample Questions
Q1) Cheerwine is a cherry-flavored cola.A visit to its Web site shows consumers where the regional cola can be purchased,offers visitors a store where they can purchase clothes and other items bearing the Cheerwine brand,a selection of recipes using Cheerwine,and links to the Cheerwine NASCAR site.From this information,which of the following communications objective does this site have?
A)To generate interest in Cheerwine
B)To create disintermediation
C)To serve as a point-of-purchase display
D)To replace traditional advertising
E)To disseminate information to nonusers
Q2) The largest growing mediums in the United States are mobile and the Internet. A)True
B)False
Q3) Web sites do not serve as powerful tools for developing a brand image,sampling,loyalty,and even generating sales.
A)True
B)False
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Chapter 14: Sales Promotion
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Sample Questions
Q1) Which of the following is an advantage of the sampling method of sales promotion?
A)It is the least expensive of all other methods of sales promotion.
B)The costs of the sampling program can easily be recovered with just a few purchases.
C)Results of sampling could be easily seen immediately for all products.
D)It is extremely useful for products and services that do not have subtle features.
E)Sampling generates much higher trial rates than advertising.
Q2) Because they are easier to enter,_____ attract more entries than _____ and have become a more widely used sales promotion technique.
A)contests;sweepstakes
B)sweepstakes;contests
C)sweepstakes;premiums
D)contests;premiums
E)contests;rebates
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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101 Flashcards
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Sample Questions
Q1) _____ is a publicity piece produced by publicists so that stations can air it as a news story.
A)Video news releases
B)Public relations
C)Spilt-run tests
D)Mnemonics
E)Dramatization ads
Q2) Companies that support lobbying efforts:
A)are trying to reach internal audiences.
B)are engaged in flighting.
C)have targeted government bodies.
D)have determined the importance of homogeneity.
E)are targeting educators.
Q3) Criteria for measuring the effectiveness of public relations activities include:
A)number of press releases developed.
B)number of personal interviews given by company representatives.
C)dollar value of community involvement.
D)percentage of positive and negative articles over time.
E)percentage of people who have come across the press release.
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Sample Questions
Q1) Testing bias occurs when people scrutinize the ads much more closely than they would in normal situations.
A)True
B)False
Q2) _____ testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial.
A)Functional
B)Concept
C)Elementary
D)Product
E)Brainstorm
Q3) One major disadvantage of laboratory tests is the lack of realism.Perhaps the greatest effect of this lack of realism is ____.
A)high costs
B)a testing bias
C)less control
D)distraction due to noise
E)perceptual propensity
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Chapter 17: International Advertising and Promotion
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Sample Questions
Q1) _____ factors of the international environment probably create more problems for advertisers than any others since they directly impact the ability to communicate effectively with consumers in foreign countries.
A)Demographic
B)Economic
C)Cultural
D)Political
E)Marketing mix
Q2) A balance of trade deficit exists when the:
A)value of imports exceeds that of exports.
B)value of exports exceeds that of imports.
C)supply of imports exceeds the demand for them.
D)the value added by the exporting nation exceeds that added by the importing nation.
E)the value of exports and imports are about equal.
Q3) Brands or messages that have a primarily verbal appeal are best suited for worldwide ad campaigns.
A)True
B)False
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19
Chapter 18: Regulation of Advertising and Promotion
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Sample Questions
Q1) The Federal Trade Commission may require affirmative disclosure if:
A)previous advertising has led to the formation of false beliefs about a product.
B)consumers need to know information about consequences,conditions,and limitations associated with the use of the product.
C)there has been material injury to reasonable consumers.
D)an advertisement has the potential to mislead an unsophisticated consumer.
E)the advertising relies on the use of puffery to make its point.
Q2) Under which of the following FTC programs might a firm be required to have product information verifying the veracity of its advertising claims before making any advertising claims about the product?
A)Corrective advertising
B)Implied uniqueness
C)Comparative advertising
D)Affirmative disclosure
E)Advertising substantiation
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Chapter 19: Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
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Sample Questions
Q1) Advertisements of which of the following products is most likely to be criticized for poor taste?
A)Electronic goods
B)Technology products
C)Consumer goods
D)Premium products
E)Contraceptive products
Q2) Which of the following had a profound impact in reducing sexism and stereotyping in advertising?
A)Decrease in the purchasing power of Americans
B)Global slowdown and related issues
C)Increase in the number of working women
D)Competition among various forms of media
E)Increased dominance of European countries
Q3) Asian-Americans are:
A)not generally targeted by ad campaigns.
B)overrepresented in advertisements in terms of their proportion in the U.S.
C)portrayed in ads as a subculture that values fun over work.
D)less likely than any other minority group to appear in U.S.ads.
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E)more likely to appear in major roles rather than background roles.
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Chapter 20: Personal Selling Online
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Sample Questions
Q1) At which stage of the adoption hierarchy would personal selling likely be least useful?
A)Awareness
B)Evaluation
C)Trial
D)Purchase
E)Order-getting
Q2) Personal selling is commonly used for products such as life insurance.Identify the reason behind this practice.
A)The customer is making a major purchase decision.
B)In most cases,final price of insuring is negotiated between buyer and seller.
C)The selling margin in insurance is relatively low.
D)Information needed by buyer cannot be provided entirely through advertising.
E)Creative selling is not required for simple products such as insurance.
Q3) For which of the following products would personal selling play a dominant role?
A)Bars of soap
B)Coloring books
C)Boxed chocolate candy
D)Fresh flowers
E)Earthmoving equipment
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