Principles of Marketing Test Questions
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies used by organizations to create, communicate, deliver, and exchange offerings that have value for customers, clients, partners, and society at large. The course covers core topics such as market research, consumer behavior, segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and promotional tactics. Emphasis is placed on understanding the dynamic environment in which marketing decisions are made and the ethical considerations faced by marketers in a global marketplace. Through real-world case studies and practical applications, students gain insights into how effective marketing drives business success and fosters long-term customer relationships.
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Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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Page 2
Chapter 1: The New World of Marketing Communication
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Sample Questions
Q1) Trade advertising is also known as B2B advertising.
A)True
B)False
Answer: True
Q2) Key players who provide specialized services that assist advertisers, advertising agencies, and the media in creating and placing ads are known as suppliers.
A)True
B)False
Answer: True
Q3) Which of the following is a basic role of advertising?
A)identification
B)entertainment
C)competition
D)public relations
E)two-way communication
Answer: A
Q4) Persuasion can involve emotional messages as well as information.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Integrated Brand Communication
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Sample Questions
Q1) Only manufacturers advertise.
A)True
B)False
Answer: False
Q2) What term is used to mean a place or a particular type of buyer?
A)market
B)position
C)channel
D)target
E)segment
Answer: A
Q3) The marketing mix is also known as the ________.
A)four Cs
B)four Ms
C)competitive advantage
D)marketing channel
E)four Ps
Answer: E
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4
Chapter 3: Brand Communication and Society
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Q1) Bob is a brand manager for a national brand laundry detergent and noticed a claim made in a competitor's advertisement that falsely indicates that its brand performed better than his company's brand. What must Bob's company prove to win a false advertising lawsuit over this comparative claim?
Answer: According to federal law, companies/plaintiffs are required to prove five elements to win a False advertising lawsuit about an ad containing a comparative claim: (1)False statements have been made about either product.
(2)The ads actually deceived or had the tendency to deceive a substantial segment of the audience.
(3)The deception was "material" or meaningful (i.e., likely to influence purchasing intentions).
(4)Falsely advertised goods are sold in interstate commerce.
(5)The suing company has been or likely will be injured as a result of the False statements, either by loss of sales or loss of goodwill.
Q2) The media can reject ads that violate their standards of truth and good taste.
A)True
B)False
Answer: True
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Page 5
Chapter 4: How Brand Communication Works
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Sample Questions
Q1) Conviction means an intention to try or buy a product.
A)True
B)False
Q2) Some advertising messages are designed to deter rather than encourage behaviors.
A)True
B)False
Q3) In the mass communication process, an actual HP printer/fax machine advertisement is called ________.
A)feedback
B)the channel
C)noise
D)the message
E)the medium
Q4) According to your text, good marketing communication is effective when it generates the advertiser's desired ________.
A)response
B)strategy
C)market share
D)perception
E)efficiency
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Chapter 5: Segmenting and Targeting the Audience
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Sample Questions
Q1) Which of the following is NOT a psychological influence?
A)selective perception
B)needs and wants
C)motivations
D)quantity usage
E)attitudes and value
Q2) Recently, an adventurous millionaire successfully made a dangerous climb in the Himalayas. This gentleman really has all of his basic needs satisfied, and he claims to do the things he does for self-fulfillment and enrichment. According to Maslow's Hierarchy of Needs, which need is this man satisfying?
A)physiological
B)safety
C)belongingness
D)ego
E)self-actualization
Q3) Values are defined as rules that we learn through social interaction that specify or prohibit certain behaviors.
A)True
B)False
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Page 7
Chapter 6: Strategic Research
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Sample Questions
Q1) Focus group interviewing is a(n)________ research tool for gaining insights into consumer thoughts and feelings.
A)experimental
B)secondary
C)qualitatitve
D)quantitative
E)ethnographic
Q2) Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.
A)True
B)False
Q3) Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent.
A)True
B)False
Q4) If Kraft wants to understand the deeper meanings consumers derive from competitors' advertising, what type of research do you suggest and why?
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Page 8
Chapter 7: Strategic Planning
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Sample Questions
Q1) Of the following, it is most important for marketers to develop ________ for their products.
A)preemptive positions
B)unique market positions
C)cross-functional organizations
D)marketing ROI data
E)value positions
Q2) Sarah is trying to think of ways to better define the marketing problem she is facing. List three "What's going on?" type questions that might be helpful to Sarah in defining the marketing problem.
Q3) Employees, investors, government bodies, and business partners are examples of corporate level stakeholders.
A)True
B)False
Q4) Marketing planning follows business planning.
A)True
B)False
Q5) Name and describe the five common advertising budgeting methods.
Q6) Name and describe six of the nine components of a typical communication brief.
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Q7) Compare and contrast a business plan, a marketing plan, and an advertising plan.
Chapter 8: Creative Strategy
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Q1) Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________.
A)create brand associations
B)remind loyal customers
C)teach
D)touch emotions
E)resonate
Q2) When Budweiser beer started using the Budweiser frogs in commercials, people raved about how creative the advertising was. However, someone who has worked in the advertising industry for many years pointed out that he used that creative idea several years before. This is an example of ________.
A)duplicate advertising
B)revised advertising
C)copycat advertising
D)cliched advertising
E)vampire advertising
Q3) The ability to keep consumers' attention reflects the pulling power of an ad.
A)True
B)False
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Page 10
Chapter 9: Copywriting
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Sample Questions
Q1) Phrases or sentences that either lead into the headline or follow up on the thought in the headline are known as ________.
A)overlines and underlines
B)heads and subheads
C)display and body copy
D)call-outs and calls to action
E)taglines and slogans
Q2) Which type of direct-action headline states a claim or a promise that will motivate someone to try the product?
A)assertion
B)command
C)how-to head
D)association
E)news announcement
Q3) Slang is usually effective in radio advertising.
A)True
B)False
Q4) The two categories of copy in print advertising are display copy and body copy.
A)True
B)False
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Chapter 10: Visual Communication
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Q1) On an outdoor board, the product or brand label may be hundreds of times larger than in real life.
A)True
B)False
Q2) Compare and contrast functional and aesthetic needs in design.
Q3) The result of the editor's initial work is called an interlock, which is a preliminary edited version of the story that is created when the editor chooses the best shots and assembles them to create a scene.
A)True
B)False
Q4) A set of computer-generated letters that appear to be moving across the bottom of the television screen is known as a(n)________.
A)crawl
B)morph
C)tip-in
D)register
E)overwrite
Q5) Compare and contrast the responsibilities of a composer and an arranger working on a broadcast production.
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Chapter 11: Media Basics
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Sample Questions
Q1) A brand can initiate and control viral marketing.
A)True
B)False
Q2) Which of the following refers to a brand appearing in a television program or movie as a prop?
A)product placement
B)advertainment
C)guerilla marketing
D)viral marketing
E)branded entertainment
Q3) Media that offer opportunities for dialogue and two-way conversation are most accurately described as ________.
A)engaging
B)niche
C)addressable
D)interactive
E)converging
Q4) How might Suzanne and Shandra use addressable media in a media plan for On-the-Go Groomers?
Q5) How can Suzanne and Shandra use packaging as a key contact point?
Page 13
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Chapter 12: Traditional Media
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Q1) Newspaper readership tends to be highest among older people and people with a higher educational level and lowest among people in their late teens and early twenties.
A)True
B)False
Q2) The white space running between the inside edges of the pages of a magazine is known as the ________.
A)gutter
B)byline
C)cover
D)gatefold
E)spread
Q3) ________ provides webcasting, which is audio streaming through a website.
A)Satellite radio
B)Cable radio
C)Low-power FM (LPFM)
D)Web radio
E)Public radio
Q4) Explain how directory advertising is different from brand-image advertising.
Q5) Explain the three main types of newspaper advertising.
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Chapter 13: Digital Media
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Q1) Which of the following is NOT a measure used to track a consumer through a website?
A)circulations
B)hits
C)viewers
D)unique visitors
E)page views
Q2) If an Internet user doesn't know a specific website address, the user can type a ________ into a search engine that will seek out all the sites that provide information on that topic.
A)keyword
B)password
C)link
D)hashtag
E)cookie
Q3) Headline ads are small ads on other Web pages on which people can click to move to the advertised web site.
A)True
B)False
Q4) Explain why advertising planners are so interested in media that generate buzz.
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Chapter 14: Media Planning and Buying
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Q1) List the six functions of a media buyer.
Q2) 28th Avenue Wine & Spirits decided to start advertising its business, but it does not have a large budget to devote to it. However, the company's sales are seasonal, with the highest sales occurring between Thanksgiving and New Year's. If 28th Avenue Wine & Spirits would like to have a media presence all year round, which continuity schedule would you recommend to make the most of the budget?
A)continuous strategy
B)pulsing strategy
C)flighting strategy
D)heavy-up strategy
E)burst strategy
Q3) As Janice developed a media plan for a client, she gathered ________ as part of her research from Claritas PRIZM system.
A)media usage profiles
B)client information
C)unduplicated messages
D)media coverage
E)consumer behavior reports
Q4) Calculate the total gross rating points (Total GRPs).
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Chapter 15: Public Relations
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Q1) The process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers is called ________.
A)marketing public relations (MPR)
B)consumer public relations (CPR)
C)efficient consumer response (ECR)
D)public affairs
E)issue management
Q2) Which of the following groups is made up of those who know about their connection to an organization regarding some particular problem but who do not communicate about it?
A)active public
B)inactive public
C)latent public
D)aware public
E)strategic public
Q3) Name and describe the various forms of publicity used in public relations.
Q4) In general, who are potential targets for Kellogg's public relations efforts?
Q5) Compare and contrast public relations and advertising.
Q6) Discuss how public relations professionals might be involved in recruitment.
Page 17
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Chapter 16: Direct-Response
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Q1) Name and describe the seven stages of the database marketing process.
Q2) In some foreign countries, government regulations of the postal service place limitations on the use of direct mail.
A)True B)False
Q3) Only the product or service is considered part of the offer in direct marketing.
A)True
B)False
Q4) Which of the following is NOT a general guideline that applies to message development in direct marketing?
A)The message should contain clear comparisons or details about purchase decision factors.
B)The message should counter consumers' reluctance to buy.
C)The message should reflect whether the offer is a one-step offer or a two-step offer.
D)The message must, by law, include information about a return policy.
E)The more individually targeted the message is, the better.
Q5) Name and describe the type of advertising that Proactive Solution uses to promote and sell its product.
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Chapter 17: Promotions
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Q1) Which of the following most accurately describes an objective of advertising?
A)add tangible value to the product or service
B)encourage an immediate action
C)create a brand image over time
D)contribute to short-term profitability
E)emphasize price over value
Q2) Frequency programs are also known as ________ programs.
A)cross-promotion
B)continuity
C)partnership
D)premium
E)specialty
Q3) Tropicana Orange Juice had a promotion in which consumers could send in 10 UPC symbols along with $4.95 for shipping and handling and receive a nice Hawaiian shirt in return. Which type of premium is this?
A)store premium
B)in-pack premium
C)on-pack premium
D)container premium
E)self-liquidator premium
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Chapter 18: The Imc Umbrella
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Q1) Ralph worked in an advertising agency in New York City for 10 years, all of it developing brand advertising for national brands. He decided he wanted to move back to his hometown of Jackson, Mississippi and open his own advertising agency, where most of his clients will be local retailers. Which of the following is NOT a difference between national brand advertising and local retail advertising that Ralph needs to know?
A)Local retail promotional strategies focus on retail benefits, such as an unusual or varied selection of merchandise.
B)Newspapers are most often used for local retail advertising.
C)Local retail advertising has an inherent urgency.
D)Unlike national advertisers, local retailers generally prefer frequency over reach.
E)The primary objective of local retail advertising is to build store traffic.
Q2) Which of the following media would a business-to-business advertiser be LEAST likely to use?
A)general business and trade publications
B)directory advertising
C)direct marketing
D)the Internet
E)local television
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Page 20
Chapter 19: Evaluation of Effectiveness
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Q1) A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________.
A)cost per thousand
B)payout analysis
C)response count
D)response per thousand
E)redemption assessment
Q2) Public relations programs are evaluated in terms of output and outcomes. Explain what this means and discuss three measures of each.
Q3) Which of the following is the primary measurement tool for assessing the effectiveness of direct-response communication?
A)memory tests
B)persuasion tests
C)likability tests
D)inquiry tests
E)single-source tests
Q4) BFDG Advertising specializes in business-to-business advertising. Discuss the primary objectives of B2B advertising and how its effectiveness is typically evaluated.
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