Principles of Marketing Pre-Test Questions
Course Introduction
Principles of Marketing offers an introduction to the fundamental concepts and strategies used in modern marketing. This course explores the role of marketing within organizations and society, emphasizing the importance of understanding consumer behavior, market research, segmentation, targeting, and positioning. Students will learn about the marketing mix, including product development, pricing strategies, promotion, and distribution channels. The course also discusses current trends such as digital marketing, ethical considerations, and global marketing challenges, providing a solid foundation for further study in the field or for practical application in business settings.
Recommended Textbook
Advertising and Promotion An Integrated Marketing 5th Edition by George Belch
Available Study Resources on Quizplus
18 Chapters
1396 Verified Questions
1396 Flashcards
Source URL: https://quizplus.com/study-set/2714
Page 2
Chapter 1: Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
71 Verified Questions
71 Flashcards
Source URL: https://quizplus.com/quiz/54139
Sample Questions
Q1) _____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.
A) Advertising
B) Sales promotion
C) Direct marketing
D) Public relations
Answer: C
Q2) Promotional management can best be described as:
A) placing coupons in each Sunday edition of major newspapers
B) effectively coordinating the promotional mix elements to develop an effective communication program
C) measuring the effectiveness of any communication with the target market
D) coordinating the activities of people who come in contact with the prospect or consumer
Answer: B
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Organizing for IMC: Role of Agencies
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/54129
Sample Questions
Q1) Lack of sufficient internal expertise and personnel growing stale while working on the same product might be reasons why a company might move away from:
A) a brand marketing system
B) an in-house agency
C) the use of full-service advertising agencies
D) the use of creative boutiques
Answer: B
Q2) The ________ are the individuals who conceive the ideas for the ads and write the advertising message.
A) copywriters
B) art directors
C) traffic coordinators
D) account executives
Answer: A
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Consumer Behaviour and Target Audience
Decisions
Available Study Resources on Quizplus for this Chatper
80 Verified Questions
80 Flashcards
Source URL: https://quizplus.com/quiz/54128
Sample Questions
Q1) Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)?
A) Behaviouristic
B) Benefit
C) Lifestyle
D) Needs Answer: A
Q2) _____ is the process and activities that people engage in when searching for,selecting,purchasing,using,evaluating and disposing of products and services so as to satisfy their needs and desires.
A) Exchange
B) Consumer behaviour
C) Conspicuous consumption
D) Learning
Answer: B
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: Communication Response Models
Available Study Resources on Quizplus for this Chatper
92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/54127
Sample Questions
Q1) The basic function of the elements of the integrated communication program is to:
A) communicate with a firm's target audience
B) convince customers to make a purchase immediately
C) convince customers to pay a higher price for a product or service
D) educate customers about the features of a product or service
Q2) Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box-by taking a fresh look at a common problem.Freshness is the message that the ad is supposed to deliver,but if Dick and Bella Lestor think the ad is simply showing people being rude and boorish,then in terms of the communication process,the Lestors have _____ the message improperly.
A) encoded
B) interpreted
C) decoded
D) channelled
Q3) Which of the following is NOT a basic element of the communication process?
A) Source
B) Message
C) Channel
D) Integration
To view all questions and flashcards with answers, click on the resource link above.
Page 6
Chapter 5: Objectives for the IMC Plan
Available Study Resources on Quizplus for this Chatper
62 Verified Questions
62 Flashcards
Source URL: https://quizplus.com/quiz/54126
Sample Questions
Q1) The concept of advertising expenditures producing long term as well as immediate results is known as:
A) the carryover effect
B) the communication effect
C) the halo effect
D) DAGMAR
Q2) According to the DAGMAR model,a good advertising objective does NOT:
A) target a diversified audience
B) specify a time period
C) indicate a starting point
D) specify degree of change sought
Q3) Determining a target market's present level of awareness,knowledge,and liking toward a product often requires the taking of _____ measures.
A) quantitative awareness
B) benchmark
C) sales interval
D) qualitative awareness
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Brand Positioning Strategy Decisions
Available Study Resources on Quizplus for this Chatper
59 Verified Questions
59 Flashcards
Source URL: https://quizplus.com/quiz/54125
Sample Questions
Q1) Hellmann's "Real Food Movement" emphasized the fact that the mayonnaise was made from only pure ingredients,unlike other sandwich spreads.Prior to this,consumers had chosen spreads based mainly on taste.This focus on the health benefits of "real" food was an attempt to:
A) influence attribute beliefs
B) influence attribute importance
C) influence negative beliefs
D) influence brand recognition
Q2) Consumers who visit websites to gather information while searching for a replacement computer might be considered to be:
A) brand switchers.
B) inquisitive.
C) loyal customers.
D) non-category users.
Q3) Brand position indicates its:
A) relative market share
B) location on store shelves
C) image
D) distribution intensity
To view all questions and flashcards with answers, click on the resource link above.
Page 8
Chapter 7: Creative Strategy Decisions
Available Study Resources on Quizplus for this Chatper
103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/54124
Sample Questions
Q1) The end result of the creative process is the written document referred to as the ___.It specifies the basic elements of the creative strategy and other relevant information.
A) animatic
B) working document
C) creative brief
D) selling idea
Q2) A copywriter in the Creative Edge agency has just been assigned to the Wendy's fast food restaurant account.One of the first things he may want to do is:
A) sit down and begin writing copy for sample ads
B) spend some time visiting fast food restaurants, eating their food and talking to consumers about some of their specific likes and dislikes of Wendy's and their competitors
C) try to come up with some big ideas that can be the basis of a creative ad campaign
D) come up with alternative positioning concepts for Wendy's
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Creative Tactics Decisions
Available Study Resources on Quizplus for this Chatper
82 Verified Questions
82 Flashcards
Source URL: https://quizplus.com/quiz/54123
Sample Questions
Q1) Common types of ______ headlines include those offering a specific benefit and making a promise.
A) direct
B) indirect
C) straight-sell
D) rational
Q2) _____ is an advertising execution technique where some ads contain little or no information about the brand and are almost totally visual.
A) Imagery
B) Demonstration
C) Slice-of-life
D) Animation
Q3) An advertising execution technique that is particularly popular for creating commercials targeted at children is:
A) slice-of-life
B) demonstration
C) testimonial
D) animation
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Measuring the Effectiveness of the Promotional Message
Available Study Resources on Quizplus for this Chatper
65 Verified Questions
65 Flashcards
Source URL: https://quizplus.com/quiz/54122
Sample Questions
Q1) The set of nine principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as:
A) Positioning Advertising Copy Testing (PACT)
B) Post-Advertising Commercial Testing (PACT)
C) Promotional Advertising Content Testing (PACT)
D) Principles of Advertising Consumer Testing (PACT)
Q2) What should ad testing focus on?
A) Creative strategy and creative tactics decisions
B) Creative strategy decisions
C) Creative design and creative tactics decisions
D) Creative tactics decisions
Q3) Some firms conducting theatre testing also insert the commercial into actual TV programs in certain test markets.This is called:
A) readability tests
B) on-air tests
C) concept tests
D) tracking
To view all questions and flashcards with answers, click on the resource link above.
Page 11
Chapter 10: Media Planning and Budgeting for IMC
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/54138
Sample Questions
Q1) _____ is the employment of periods of advertising along with periods of non-advertising.
A) Weighting
B) Continuity
C) Pulsing
D) Flighting
Q2) The objective and task method is most difficult to utilize when:
A) the product to be promoted is intangible and in the maturity stage of its product life cycle
B) a service is being promoted
C) the product to be promoted is a cash cow
D) the product to be promoted is new to the market
Q3) Cost per thousand is a measure of the ______ of a particular media vehicle.
A) reach
B) absolute cost
C) relative cost effectiveness
D) frequency
To view all questions and flashcards with answers, click on the resource link above.
12
Chapter 11: Broadcast Media
Available Study Resources on Quizplus for this Chatper
77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/54137
Sample Questions
Q1) The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.
A) creativity
B) reach and frequency
C) inherent drama
D) audience selectivity
Q2) Why do advertisers use the image transfer process in radio advertising?
A) to take advantage of vivid musical messages to create images in the mind of radio listeners
B) to make radio and TV commercials work together
C) to transfer the image created by a radio commercial to the point-of purchase
D) to create brand loyalty through the use of multi-sensory imaging
Q3) This kind of branded content programming is moving toward:
A) multi-brand participation
B) executive sponsorship
C) syndication
D) the Internet
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Print Media
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/54136
Sample Questions
Q1) The Hathaway Shirt Company uses most of its media budget to advertise in publications such as Elm Street and Esquire magazines.The company feels that these magazines are very well respected and provide a favourable environment that helps enhance the image of its products.This example demonstrates which advantage of magazines as an advertising medium?
A) Geographic selectivity
B) Creative flexibility
C) Prestige
D) Permanence
Q2) Which of the following statements about clutter in magazine advertising is true?
A) Clutter is not really a problem at all in magazine advertising.
B) Most magazines devote less than 30% of their pages to advertising so clutter is not really a problem.
C) The clutter problem for a magazine increases as they become more successful since they attract more ad pages.
D) Clutter is a more serious issue for magazines than it is for either television or radio.
To view all questions and flashcards with answers, click on the resource link above.
14
Chapter 13: Out-Of-Home and Support Media
Available Study Resources on Quizplus for this Chatper
57 Verified Questions
57 Flashcards
Source URL: https://quizplus.com/quiz/54135
Sample Questions
Q1) Transit media is sold:
A) to the highest bidder in any particular time period.
B) bus-by-bus and station-by-station.
C) on a four-week basis with a certain desired level of GRPs.
D) according to level of exposure.
Q2) What are the two primary objectives of advertising in outdoor,transit,and place-based media?
A) brand awareness and brand purchase intention
B) brand awareness and brand attitude
C) category need and purchase facilitation
D) category need and brand purchase intention
E) brand attitude and brand purchase intention
Q3) Which of the following is NOT an advantage associated with place-based media ads?
A) audience selectivity
B) generate more in-depth cognitive responses
C) scheduling flexibility
D) reasonable absolute costs
To view all questions and flashcards with answers, click on the resource link above.
15
Chapter 14: Sales Promotion
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/54134
Sample Questions
Q1) _____ is a practice used by some retailers and wholesalers whereby they take advantage of a promotional deal and then sell some of the product purchased at the low price to another store outside of its area or a middleman who will resell the products.
A) Forward buying
B) Diverting
C) Everyday low pricing
D) Discount trading
Q2) Advertising implemented by retailers and paid for by a manufacturer is called:
A) joint sales promotions
B) horizontal cooperative advertising
C) vertical cooperative advertising
D) joint trade promotions
Q3) Consumer-oriented sales promotions are part of a promotional ______ strategy. A) premium
B) pull
C) trade
D) push
To view all questions and flashcards with answers, click on the resource link above.
Page 16
Chapter 15: Public Relations
Available Study Resources on Quizplus for this Chatper
45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/54133
Sample Questions
Q1) Esso ran an ad campaign that addressed the potential problem of global warming.The ad encouraged others to take time to truly understand the problem and to not act hastily.This ad is an example of:
A) advocacy advertising
B) image advertising
C) a sponsorship
D) public relations advertising
Q2) Although most public relations efforts seek a variety of channels for distribution,an alternative strategy is to offer one particular medium _____ rights to the story if that medium reaches a substantial number of people in the target audience.
A) legitimate
B) legal
C) limited
D) exclusive
Q3) In public relations targeting,external audiences include:
A) customers
B) the public at large
C) suppliers
D) stockholders
To view all questions and flashcards with answers, click on the resource link above.
Page 17
Chapter 16: Direct Marketing
Available Study Resources on Quizplus for this Chatper
53 Verified Questions
53 Flashcards
Source URL: https://quizplus.com/quiz/54132
Sample Questions
Q1) Disadvantages inherent in the use of direct marketing include:
A) difficulty in obtaining effectiveness measurements
B) audience exerts control for selective exposure
C) lack of flexibility
D) difficulty in acquiring TV time
Q2) A television commercial in which Publishers Clearing House urges consumers to look in their mailboxes for coming sweepstakes entries is an example of:
A) sweeps marketing
B) add-on marketing
C) the one-step approach
D) the two-step approach
Q3) For market segmentation and targeting,direct marketers rely most heavily on:
A) primary qualitative research
B) census data
C) a database
D) survey responses
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 17: Internet Media
Available Study Resources on Quizplus for this Chatper
79 Verified Questions
79 Flashcards
Source URL: https://quizplus.com/quiz/54131
Sample Questions
Q1) Which of the following statements is NOT true regarding time of day targeting?
A) Working people are accessing Internet media during the day for business purposes, primarily in the morning.
B) Internet accessing declines during the afternoon and dinner time and then peaks again during the evening for leisure purposes.
C) Recent Canadian data suggest that the biggest growth in Internet media use is evening access of news and information sites.
D) Time of day targeting allows advertisers to direct a message to consumers when they are consuming certain Internet media vehicles.
Q2) _____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid results as opposed to paid inclusions.
A) Google AdSense
B) Keyword targeting
C) Search engine optimization
D) Popularity detection
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Regulatory, Ethical, Social, and Economic Issues for Imc
Available Study Resources on Quizplus for this Chatper
53 Verified Questions
53 Flashcards
Source URL: https://quizplus.com/quiz/54130
Sample Questions
Q1) By creating needs rather than merely fulfilling them,by surrounding consumers with images of the good life,and by showing products as symbols of status and success,advertising can create:
A) ethnocentricity
B) consumer socialization
C) materialism
D) informative ads
Q2) The Advertising Standards Canada guidelines do not cover product evaluations and reviews found on the Internet because:
A) the Internet is too new a medium to be included in guidelines crafted twenty years ago.
B) product reviews on websites and blogs are not considered advertising.
C) the guidelines make certain concessions for more innovative media types.
D) there have not yet been any complaints against this type of communication.
Q3) Economists argue that advertising can have a negative effect on consumer choice by:
A) using market aggregation
B) reducing the opportunities for new products to be introduced
C) adding to the cost of products and discouraging competition and market entry
D) creating brand monopolies
Page 20
To view all questions and flashcards with answers, click on the resource link above.