Principles of Marketing Exam Preparation Guide
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies involved in the marketing process. The course explores topics such as market research, consumer behavior, product development, pricing, distribution channels, and promotional tactics. Students learn how organizations identify customer needs, create value, and build profitable relationships through effective marketing planning and implementation. By examining both traditional and digital marketing environments, the course provides a comprehensive foundation for understanding how businesses compete in today's dynamic marketplace.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
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19 Chapters
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1892 Flashcards
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Chapter 1: Advertising and IMC Today
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Sample Questions
Q1) A TV ad for a soft drink falls under the category of _____ advertising.
A)business
B)professional
C)farm
D)corporate
E)consumer
Answer: E
Q2) At the reception of a hotel, Tom came across a brochure on the hotel's multi-cuisine restaurant. Which of the following has the hotel used to disseminate information about one of its services?
A)Personal selling
B)Public relations
C)Trade fair
D)Collateral materials
E)Sales promotion
Answer: D
Q3) Planned messages are "do" messages because they represent what a company does.
A)True
B)False
Answer: False
Page 3
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Chapter 2: The Big Picture: The Evolution of Imc
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Sample Questions
Q1) Which of the following is true of the postindustrial age?
A)The postindustrial age was a period of relative stability.
B)Ads asked people to use electrical appliances mostly during the day.
C)Producers of energy and energy-consuming goods used advertising to slow the demand for their products.
D)The production of energy peaked during 1970s and 1980s.
E)Demarketing lost favor as a marketing tool.
Answer: C
Q2) Which of the following significantly contributed and eventually led to the declines in music sales in the recording industry in the postindustrial age?
A)The rising popularity of TV
B)Increased use of remote controls
C)File-sharing technologies
D)Poor relationship marketing
E)Channel-surfing habits of TV audiences
Answer: C
Q3) Which is the first U.S. publication for ad profession?
Answer: Printers' Ink is the first U.S. publication for ad profession.
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) Selective limitation of freedom of commercial speech threatens every legal business in America primarily because any limitation on the freedom to advertise:
A)automatically provides huge, monopolistic advantage to the category leaders.
B)increases economic inequities among consumers.
C)fuels price wars.
D)hinders the dissemination of complete information.
E)leads to deceptive advertising.
Answer: A
Q2) According to the _____, in an economy that produces more goods and services than can be consumed, advertising keeps consumers informed of their alternatives and allows companies to compete more effectively for consumer dollars.
A)motivational theory
B)utilitarian framework
C)abundance principle
D)AIDA approach
E)Two-factor theory
Answer: C
Q3) What is selective demand?
Answer: Selective demand is the demand for a particular brand.
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Chapter 4: The Scope of Advertising: From Local to Global
Part Two: Crafting Marketing and Advertising Strategies
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Sample Questions
Q1) The basic principles of advertising are the same in both local and national advertising.
A)True
B)False
Q2) Local advertising is also referred to as retail advertising.
A)True
B)False
Q3) The biggest problem for in-house agencies is that they do not usually perform all the tasks of independent full-service agencies.
A)True
B)False
Q4) Explain how the account planner acts as a "surrogate for the consumer."
Q5) An agency that uses the _____ method, charges a basic monthly fee for all of its services to the client and retains any media commissions earned.
A)retainer
B)salary-plus-commission
C)media markup
D)fee-commission combination
E)negotiation
Page 6
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Chapter 5: Marketing and Consumer Behavior: The
Foundations of Advertising
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Q1) The term _____ refers to the information we receive through our five senses.
A)habit
B)persuasion
C)perception
D)motive
E)attitude
Q2) Paula always drinks a Softpop, a brand of soda. If the department store where she usually shops does not stock Softpop, she refuses to buy a different brand and goes to another store to find it. In this instance, she displays _____ for Softpop through her behavior.
A)brand reflection
B)brand loyalty
C)brand heritage
D)brand value
E)brand equity
Q3) Motives stem from the conscious goal of satisfying our needs and wants.
A)True
B)False
Q4) Briefly describe mental files.
Q5) Describe transformational motives in brief.
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Chapter 6: Market Segmentation and the Marketing Mix: Determinants
of Campaign Strategy
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Sample Questions
Q1) The target market for a company manufacturing dolls is most likely to be young children.
A)True
B)False
Q2) Describe the steps involved in the market segmentation process.
Q3) Demographic segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.
A)True
B)False
Q4) Pantene, Head & Shoulders, and Herbal Essences are all shampoos marketed by Procter & Gamble. Each of these brands has their own distinct image and target markets. These are examples of _____ brands.
A)private
B)licensed
C)individual
D)family
E)aggregate
Q5) What is intensive distribution?
Page 8
Q6) Describe the maturity stage of the product life cycle.
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Chapter 7: Research: Gathering Information for Imc Planning
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Sample Questions
Q1) A common method of gathering primary research data is the _____, in which the researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers.
A)central location test
B)observation method
C)survey method
D)experimental method
E)clutter test
Q2) Which of the following is the final step in the marketing research process?
A)Analyzing the situation and defining the problem
B)Conducting informal research
C)Establishing research objectives
D)Interpreting and reporting the data
E)Conducting secondary research
Q3) Briefly describe how companies use pretesting to help make decisions about media advertising.
Q4) Effective survey questions must ensure that respondents read and understand the questions in the same way.
A)True
B)False
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Chapter 8: Marketing and Imc Planning
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Q1) Which of the following statements about the objective/task method for developing an IMC budget is true?
A)It forces companies to think in terms of accomplishing goals.
B)It is slow to adapt to changing market conditions and cannot be altered easily.
C)It attempts to link promotional dollars with sales objectives.
D)It is commonly used for new product introductions.
E)It holds that a company's best chance of maintaining its share of a market is to keep a share of IMC somewhat ahead of its market share.
Q2) Which of the following is the first step in the development of a marketing strategy?
A)Selecting the target market
B)Formulating a mission statement
C)Determining the marketing mix
D)Finding a unique marketing tactic
E)Positioning the product
Q3) Describe the importance of IMC to the study of advertising.
Q4) Briefly describe any five of the nine methods for setting a IMC budget.
Q5) What are the functions of a marketing plan?
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Page 11
Chapter 9: Planning Media Strategy: Disseminating the
Message Part Three: Creating Advertisements and Commercials
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Sample Questions
Q1) A low brand development index and a high category development index indicate a brand is selling unusually well given the low demand for the product category.
A)True
B)False
Q2) Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures.
A)True
B)False
Q3) As people come into and out of the market for goods and services every day, frequency provides a means of having the message there when it's most needed.
A)True
B)False
Q4) Marketers are interested in those media opportunities that offer the largest audiences.
A)True
B)False
Page 12
Q5) Which type of classification do media planners typically use to define their target audience?
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Chapter 10: Creative Strategy and the Creative Process
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Q1) Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?
A)The layout artist
B)The creative director
C)The copywriter
D)The graphics artist
E)The art director
Q2) Which of the following appeals will a marketer use to target a consumer's self-actualization needs?
A)Efficiency in operation or use
B)Dependability in quality
C)Cleanliness
D)Rest or sleep
E)Economy in purchase
Q3) Describe Roger Von Oech's four-step creative model.
Q4) What is brainstorming?
Q5) When the brain is overloaded with information about a problem, creatives sometimes find it's best to just walk away from it for a while. Why?
Q6) In terms of IMC, what is meant by creativity?
Page 13
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Chapter 11: Creative Execution: Art and Copy
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Sample
Questions
Q1) How can information provided on a website be concise and comprehensive at once?
Q2) Effective radio commercials should:
A)use familiar sound effects.
B)mention the advertiser's name only once.
C)avoid asking for the order.
D)use more adjectives than verbs.
E)be based on an absurd premise only.
Q3) Copywriting for print media should be clearer than radio writing.
A)True
B)False
Q4) Commercials that dramatize real-life situations are known as _____. It usually starts with just plain folks, played by professional actors, discussing some problem or issue.
A)straight announcement
B)slice-of-life
C)jingle
D)testimonial
E)animation
Q5) How is developing radio copy different from creating any other kind of copywriting?
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Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
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Sample Questions
Q1) Which of the following processes can simulate nearly all colors by combining the four primary colors and is used to print an ad in full color?
A)CYMK printing
B)Color bleeding
C)Stripping
D)Kerning
E)Trapping
Q2) The _____ uses a series of four very thin sheets of plastic pressed together. Each layer's light-sensitive emulsion turns one of the process colors when exposed to certain wavelengths of light.
A)answer print
B)blueline
C)press proof
D)analog proof
E)color key
Q3) What are the four classic management functions performed by producers?
Q4) Describe viral ads.
Q5) List five budget issues that commonly cause the production of an advertisement to go over budget.
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Chapter 13: Using Print Media
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Sample Questions
Q1) Modern Materials Handling is a publication that focuses on the movement, storage, control, and safety of products through the supply chain. It is meant to inform professionals in various industries about the latest methods in the handling of materials. According to the classification of business publications based on readership, this magazine is an example of a(n) _____ publication.
A)base
B)vertical
C)paid
D)integrated
E)horizontal
Q2) Which of the following is true of independent shopping guides?
A)They typically have a low readership.
B)They offer advertisers local saturation.
C)They usually have limited advertising pages.
D)They are offered at a premium price.
E)They are also called Sunday supplements.
Q3) What are combination rates?
Q4) Briefly describe bleed pages in the context of magazine advertising.
Q5) List any six disadvantages of magazine advertising.
Q6) What are island halves?
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Chapter 14: Using Electronic Media: Television and Radio
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Q1) In terms of dayparts, prime time tends to be viewed most heavily by women.
A)True
B)False
Q2) Explain the process of selecting programs for buys.
Q3) In radio advertising, a(n) _____ guarantees a certain percentage of spots in the better dayparts if the advertiser buys a total package of time.
A)run-of-station basis
B)average quarter-hour rating
C)cume audience plan
D)total audience plan package
E)targeted daypart plan
Q4) Average quarter-hour audience identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given daypart.
A)True
B)False
Q5) Briefly describe any three disadvantages that are associated with broadcast television advertising.
Q6) Define cume rating.
17
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) What was the network used by ARPAnet?
Q2) A(n) _____ is used as a supplement to a Web site by advertisers.
A)e-mail id
B)microsite
C)banner ad
D)Web page
E)broadband
Q3) The IAB defines a(n) _____ as "an opportunity to deliver an advertising element to a Web site visitor."
A)ad impression
B)catalog
C)click rate
D)ad network
E)microsite
Q4) The percentage of the U.S. population able to access the Internet has seen a steady decline.
A)True
B)False
Q5) Discuss how the range of Internet users is widening.
Q6) What are cookies?
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising
With Other Elements of Imc
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Sample Questions
Q1) Which of the following is true of 30-sheet poster panels?
A)Stock posters are the basic outdoor advertising structure.
B)A poster consists of only white panels with varied sizes and borders.
C)Its message is first printed at a lithography or screen plant on large sheets of paper, then mounted by hand on the panel.
D)Poster sizes are referred to in term of screens.
E)The poster sheets are mounted on a board with a total surface of 14 by 48 feet.
Q2) _____ encompasses the physical appearance of the container and includes design, color, shape, labeling, and materials.
A)Product preservation
B)Product packaging
C)Immersive advertising
D)Full showing
E)Spectacular
Q3) A premium, also known as an advertising specialty, bear an advertising message.
A)True
B)False
Q4) Explain the process of buying transit advertising.
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Chapter 17: Introducing Social Media
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Q1) _____ is an industry term that refers to the ability of a site to maintain a repeat audience.
A)Stickiness
B)Durability
C)Longevity
D)Adherence
E)Immutability
Q2) Social media brings the human element into advertising and marketing.
A)True
B)False
Q3) Which of the following is true about traditional media?
A)It consists of 80 percent planning and 20 percent execution.
B)It is more labor- and resource-intensive as compared to social media.
C)It does not bring with it large media costs.
D)It typically uses a distributed network to deliver content.
E)The consumption is inherently active in the case of traditional media.
Q4) What are blogs?
Q5) What is the advantage of using social media for advertising and marketing?
Q6) What is the new element that social media brings into advertising and marketing?
Q7) What is RSS?
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Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
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Q1) Orbit Bank is organizing a public marathon event for its customers, employees, and prospects to participate in. For the event, the company is developing posters, displays, and banners. These will be displayed along the run course to help publicize the bank. Which of the following is Orbit bank using to promote its brand?
A)Personal selling
B)Interpersonal communication
C)Sales promotion
D)Database marketing
E)Infomercials
Q2) The single biggest weakness of personal selling is that it:
A)is the most costly way to communicate with prospects.
B)is not a one-on-one medium of communicating with customers.
C)prevents sales representatives from observing customers' nonverbal signs.
D)does not allow representatives to demonstrate products live.
E)is the most ineffective way of developing customer databases.
Q3) Trade concentration refers to lesser products going through fewer retailers.
A)True
B)False
Q4) Describe folders and broadsides, two types of direct-mail formats.
Page 21
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Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
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Sample Questions
Q1) To attract media attention, publicity should be _____.
A)free
B)unplanned
C)nonpolitical in nature
D)newsworthy
E)unintentional
Q2) Greyward Bank established a name for itself when it offered the city of Rhodia 50 million dollars for the naming rights of a soon-to-be built football stadium. The city accepted the offer and the stadium was named the Greyward Football Stadium. In this scenario, Greyward Bank undertook _____.
A)event marketing
B)people marketing
C)cooperative advertising
D)ambush marketing
E)venue marketing
Q3) For a majority of companies, it's easier to create an event of their own than buy into an existing event.
A)True
B)False
Q4) What are the drawbacks of sponsorship? Explain. Page 22
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