Strategic Marketing Exam Preparation Guide
Course Introduction
Strategic Marketing explores the process of developing and implementing marketing strategies to achieve organizational goals in competitive environments. This course covers essential concepts including market analysis, segmentation, targeting, positioning, and the integration of the marketing mix (product, price, place, and promotion) to create value for customers and stakeholders. Students will learn to evaluate market opportunities, build sustainable competitive advantages, and adapt to changing market dynamics through case studies and real-world applications. Emphasis is placed on strategic decision-making, analytical skills, and the use of data to drive marketing initiatives in both domestic and global contexts.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F
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Page 2
Chapter 1: Advertising and IMC Today
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Q1) In global advertising,messages are rarely consistent in ads placed around the world.
A)True
B)False
Answer: False
Q2) How is advertising a kind of nonpersonal,or mass communication?
Answer: Advertising is directed to groups of people,usually referred to as audiences,rather than to individuals.These people could be consumers,who buy products like cars,deodorant,or food for their personal use.Or they might be businesspeople who buy fleets of cars for commercial or government use.The messages are delivered via media,such as television or the Internet,rather than through direct,personal contact between a seller and a buyer.Advertising is,therefore,a kind of nonpersonal,or mass communication.
Q3) Who are implied consumers?
Answer: The receivers of advertising are also multidimensional.Within the text,every ad or commercial presumes an audience.These implied consumers,who are addressed by the ad's persona,are not real.They are imagined by the ad's creators to be ideal consumers who accept uncritically the arguments made by the ad.
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Chapter 2: The Big Picture: The Evolution of Advertising and Imc
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Q1) After the end of the Cold War,big multinational companies and their advertising agencies went on a binge,buying other big companies.Which of the following terms describes this occurrence?
A) Divestment
B) Vertical integration
C) Horizontal integration
D) Megamerger
E) Acquisition
Answer: D
Q2) Advertising helps create personalities for products in the market.
A)True
B)False
Answer: True
Q3) A megamerger occurs when big multinational companies buy other big companies in order to expand globally.
A)True
B)False
Answer: True
Q4) 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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Q1) Advertising adds value to a brand by educating customers about new uses for a product.
A)True
B)False
Answer: True
Q2) Advertising agencies cannot be held legally liable for fraudulent or misleading advertising claims as the products or services belong to their clients.
A)True
B)False
Answer: False
Q3) The _____,an association of the largest ad agencies in the United States,controls agency practices by denying membership to any agency judged unethical.
A) American Advertising Federation
B) Association of National Advertisers
C) Consumer Federation of America
D) American Association of Advertising Agencies
E) National Advertising Review Council
Answer: D
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Chapter
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Q1) Which of the following statements implies that national and local advertisers have different time orientation?
A) National advertisers think in terms of large groups of people, whereas local advertisers deal with individual customers every day.
B) National advertisers get occasional feedback, whereas local advertisers get feedback everyday.
C) National advertisers focus on gross sales, whereas local advertisers primarily focus on market share.
D) National advertisers typically focus on media with high point of contact, whereas local advertisers are more concerned with high frequency media.
E) National advertisers develop five-year strategic plans, whereas local advertisers worry about weekly ads and its performances.
Q2) The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.
A)True
B)False
Q3) Briefly discuss the four Cs of client/agency relationship.
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Chapter 5: Marketing and Consumer Behavior
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Q1) Johann buys an expensive microwave oven for his wife from an online retailer.After having made the purchase,he begins to wonder whether he should have bought a different model.He starts to weigh the pros and cons of both models but decides that the one he had bought was better anyway.This is an example of _____.
A) selective perception
B) cognitive dissonance
C) Hawthorne effect
D) money illusion
E) doublethink
Q2) Gina Anderson is a popular American actor with a huge fan following.She endorses a number of high-selling beauty products.In fact,whatever product she endorses experiences phenomenal sales just because her name is associated with it.Therefore,it can be concluded that Gina is a(n)_____.
A) opinion leader
B) laggard
C) maven
D) early adopter
E) innovator
Q3) Briefly describe mental files.
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Page 7
Chapter 6: Market Segmentation and the Marketing Mix
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Q1) Cyber-shot,VAIO,and BRAVIA are just some of the brand names used by Sony,one of the leading manufacturers of consumer electronics,to markets its digital cameras,laptops,and LCD televisions,respectively.These are all examples of _____.
A) Individual brands
B) Local brands
C) Aggregate brands
D) Private labels
E) Licensed brands
Q2) The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values that satisfy functional,social,psychological,and other wants and needs.
A) product concept
B) marketing mix
C) product life cycle
D) communications mix
E) product differentiation strategy
Q3) What is intensive distribution?
Q4) Briefly describe geographic segmentation.
Q5) Describe the steps involved in the market segmentation process.
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Chapter 7: Research
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Q1) Focus groups are a representative sample of the population.
A)True
B)False
Q2) 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
Q3) In a(n)_____,an intensive research technique,a company invites six or more people typical of the target market to a session to discuss the product,the service,or the marketing situation.
A) experiment
B) simulation
C) observation
D) focus group
E) survey
Q4) Briefly describe research in terms of the three Rs of marketing.
Page 9
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Chapter 8: Marketing and Imc Planning
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Sample Questions
Q1) What is the key benefit of IMC?
Q2) Which of the following refers to sales-target objectives?
A) They are outcomes that can be associated with promotional activities.
B) They are marketing tools used to generate sales.
C) They are goals related to increasing or maintaining sales volume and market share.
D) They are the "bundle of values" the marketer presents to the consumer.
E) They are a series of tests run in different markets with different budgets to determine the best level of advertising expenditure.
Q3) A large company cannot profit from bottom-up marketing because it is less likely to discover a good tactic that can be developed into a powerful strategy.
A)True
B)False
Q4) Marketers know that IMC is a result of sales and apply this knowledge to the percentage of sales method of developing an IMC budget.
A)True
B)False
Q5) Briefly describe any five of the nine methods for setting a IMC budget.
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Page 10
Chapter 9: Planning Media Strategy
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Q1) Due to the availability of technological timesavers and shortcuts,the media planner does not have to know the product,the market,and the media,and to then make the call.
A)True
B)False
Q2) An advertising impression,also referred to as _____,is a possible exposure of the advertising message to one audience member.
A) opportunity to see
B) message weight
C) gross impression
D) gross rating points
E) readers per copy
Q3) What are the five Ms of an effective media strategy?
Q4) Which of the following is true of the target audience of a product?
A) A product's target audience is the same as its target market.
B) Planners largely rely on primary data to determine consumer target audience.
C) A product's target audience is considerably larger than its target market.
D) Media planners typically use geodemographic classifications to define their target audiences.
E) The target audience of a product does not include potential customers.
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Chapter 10: Creative Strategy and the Creative Process
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Q1) Which of the following is a function of the verbal component of a message strategy?
A) It contains guidelines for what the messages should say.
B) It describes the overall nature of the campaign's graphics.
C) It describes the relationship of the graphics to the media in which the message will appear.
D) It mentions the preferred execution approach and mechanical outcome.
E) It includes budget and scheduling limitations.
Q2) Who is ultimately responsible for the form the final advertising message takes?
A) The art director
B) The creative director
C) The media planner
D) The graphic engineer
E) The copywriter
Q3) What is meant by a creative brief?
Q4) The goal of brainstorming is to eliminate "wrong" ideas.
A)True
B)False
Q5) Describe the characteristics of fact-based thinkers.
Q6) What is brainstorming?
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Chapter 11: Creative Execution
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Q1) Once the best ad design is chosen,the layout serves as a blueprint.
A)True
B)False
Q2) Copywriting for print media should be clearer than radio writing.
A)True
B)False
Q3) A(n)_____ copy style uses figures of speech such as puns,alliteration,assonance,rhymes,humor and exaggeration.
A) institutional
B) straight-sell
C) command
D) device
E) directive
Q4) One purpose of an ad layout is to:
A) convert symbolic components into verbal components.
B) serve as a blueprint of the ad.
C) decode the message of the ad.
D) give the client an intangible item that can be viewed but cannot be changed.
E) create a rough drawing without details of the different elements of the ad.
Q5) Briefly describe body copy of a print ad.
Page 13
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Chapter 12: Print, Electronic, and Digital Media Production
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Q1) For advertising purposes,which of the following categories of paper is commonly used for letters and fliers?
A) Machine finish
B) Antique finish
C) News stock
D) Coated paper
E) Writing paper
Q2) 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
Q3) What is meant by camera-ready art?
Q4) Describe viral ads.
Q5) Briefly describe the learning phase and the planning phase during the development of a Web site.
Q6) Describe typography and copy casting.
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Chapter 13: Using Print Media
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Q1) An insertion order consists of the date on which the ad is to run,its size,the desired position,the rate,and the type of artwork accompanying the order.
A)True
B)False
Q2) List some of the added-value services offered by magazines and newspapers to their regular advertisers.
Q3) Which of the following is an example of an innovation in magazine advertising?
A) Gatefolds
B) Pop-up ads
C) Inserts
D) Junior units
E) Island halves
Q4) Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?
A) The results of magazine advertising cannot be measured.
B) Magazines lack flexibility in both readership and advertising.
C) Magazine advertising is expensive due to the high rate of wasted circulation.
D) Magazines cannot deliver high frequency.
E) Magazines generally lack authority and believability.
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Chapter 14: Using Electronic Media
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Q1) In terms of dayparts,prime time tends to be viewed most heavily by women.
A)True
B)False
Q2) In television,gross rating points refer to the:
A) sum of the potential number of viewers from each target audience.
B) minimum audience share required by a national advertiser on a local station.
C) total number of viewers of a particular media vehicle within a specific geographic area.
D) total rating points achieved by a particular media schedule over a specific time period.
E) targeted rating points achieved by a syndicated program during its first run.
Q3) In television,_____ allow(s)advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight.
A) audience shares
B) program ratings
C) cost per thousand
D) daypart mix
E) gross rating points
Q4) Explain the use of television in IMC.
Page 16
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Chapter 15: Using Digital Interactive Media
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Q1) Which of the following is true of a centralized network?
A) It is characterized by more than two hubs.
B) It consists of two primary hubs.
C) In this system, a hub like a TV station distributes content to many receivers.
D) In this system, if a hub is knocked out, communication does not cease.
E) It cannot be used as an advertising media.
Q2) Internet advertisers work through ad networks,which:
A) act as brokers for advertisers and Web sites.
B) is used as a supplement to a Web site.
C) restrict unreliable sources from tracking people's behavior on the Internet.
D) tabulate all the Internet activity on a computer.
E) record all the Internet activity on a computer.
Q3) Briefly describe keyword purchase.
Q4) Electronic junk mail is also called:
A) spam.
B) responsible e-mail.
C) cookie.
D) Trojan.
E) blog.
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Chapter 16: Social Media
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Q1) Briefly describe blogs.
Q2) In the context of customer service in social media,being helpful is a very powerful mechanism for a company to engender trust and loyalty within a customer base.
A)True
B)False
Q3) What are blogs?
Q4) Social ads are more expensive than search ads.
A)True
B)False
Q5) One of the easiest and best ways to get started in social media is to be a practitioner.
A)True
B)False
Q6) The similarity between a blog and social bookmarking is that:
A) they are not opinionated in nature.
B) they allow users to use only 140 characters of text in their posts.
C) they are used to share content on the web.
D) they cannot be multimedia in nature.
E) they do not allow any form of tagging.
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Chapter 17: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Q1) Inside cards,a type of transit advertising,are printed on high-grade cardboard and often varnished for weather resistance.
A)True
B)False
Q2) A(n)_____,a type of supplementary advertising media,is always given free as a goodwill item.
A) terminal poster
B) inside card
C) directory
D) advertising specialty
E) premium
Q3) Describe some of the forms of emerging advertising media.
Q4) In terms of transit advertising,which of the following refers to take-ones?
A) Business reply cards affixed to interior ads for passengers to request more detailed information
B) Product samples given away at discount stores
C) Elaborate menus presented at restaurants with ads
D) Jumbo full-color pamphlets back lighted by fluorescent tubes
E) Free shopping guides given away in buses, subways, and commuter train terminals.
Page 19
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Chapter 18: Relationship Building
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Q1) A _____ is paid by a manufacturer for the privilege of obtaining shelf space for a new product.
A) slotting allowance
B) buyback allowance
C) forward buying allowance
D) premium
E) rebate
Q2) Which of the following is a reason why an advertiser would decide against using direct marketing?
A) It does not allow advertisers to determine the cost per response.
B) It is the least effective way of developing a good database.
C) It does not offer convenience to time-sensitive consumers like mass media does.
D) It does not help advertisers in judging the effectiveness of the medium they are using.
E) It is more costly than mass media to build an image for a product.
Q3) In an IMC program,the objective of personal selling is solely to make a sale.
A)True
B)False
Q4) What are the two processes used when working with a marketing database?
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Chapter 19: Relationship Building
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Q1) The traditional name for public relations advertising is institutional advertising.
A)True
B)False
Q2) Which of the following is true of advertising?
A) It is the best vehicle to build credibility.
B) It is viewed with lesser skepticism by the public than public relations.
C) Its objectives are not as easy to quantify as those of public relations.
D) It offers greater credibility than public relations.
E) It offers precision and control.
Q3) For its upcoming match,the Kent League football team's PR agents have issued a _____ which contains pictures and biographical data of all the players,background details about the upcoming match,and basic information about the event.
A) news bulletin
B) sample
C) feature article
D) compiled list
E) press kit
Q4) List out the three ways of measuring sponsorship results.
Q5) What type of advertising do companies use to attract new employees?
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