1
Created by Boundless
Which of the following distinguishes institutional advertising from product­oriented
advertising?
A
Institutional advertising is designed to persuade
audiences to support an institution's viewpoint.
B
Institutional advertising sells to both national and local
audiences.
C
Institutional advertising is designed to explicitly sell
products to consumers and businesses.
D
Institutional advertising expresses the mission of the
organization using a consistent message.
2
Created by Boundless
Advertising that attempts to create public interest for and increase public
awareness around a new product or product category is referred to as
A
comparative advertising.
B
competitive advertising.
C
pioneering advertising.
D
product advertising.
3
Created by Boundless
The marketing process that involves paying to disseminate a message that
identifies a brand (product or service) or an organization being promoted to many
people at one time is known as __________.
A
direct marketing
B
advertising
C
public relations and publicity
D
sales promotion
E
personal selling
4
Created by Boundless
Which of the following is often seen in newer brands that have to compete with
already existing brands?
A
Improved product quality
B
Price reductions
C
Increased access to products and services
D
Increased advertising
5
Created by Boundless
A college student browses through her university's bookstore to purchase a class
textbook. After discovering the bookstore's price, the student decides to postpone
her purchase to find out if the textbook is cheaper online. Which of the following
stages of the consumer buying process best describes the student's behavior?
A
The search for information stage
B
The problem recognition stage
C
The choice to purchase the product stage
D
The possibility of alternative options stage
6
Created by Boundless
Choose the best answer to fill in the blanks. ________________ refers to demand
for a specific brand, while ________________ refers to demand for a product
category.
A
Open­ended messaging, selective demand
B
AIDA model, open­ended messaging
C
Primary demand, selective demand
D
Selective demand, primary demand
E
Competitive parity, AIDA model
7
Created by Boundless
Which of the following statements about the analysis of market share is true?
8
A
Analysis of market share is a key to understanding the
firm’s promotion strategy.
B
Analysis of market share is a key to understanding the
firm’s social and cultural environment.
C
Analysis of market share is a key to understanding the
firm’s demographic strengths.
D
None of the answers
E
Analysis of market share is a key to understanding the
firm’s competitive environment.
Created by Boundless
In the reach/frequency equation, what is the most important and why?
A
Reach because sales is a numbers game, the larger the
target market, the more chance of getting sales. B
Gross Rating Points because the equation combines
both reach and frequency. C
Reach as it relates exclusively to advertising. D
Frequency because it enables a relationship with a
targeted audience to take root and grow. 9
Created by Boundless
A brand statement addresses which of the following questions?
A
The niche market, information supporting the claim of
certain benefits and if the ad is factual. B
Who the advertising is aimed at, what the product is, the
benefits the buyer will receive, supporting facts and the
tone of the ad. C
The benefits of responding to the ad, if the ad is
believable and the image or lifestyle is connected to the
product. D
If the target market has been identified, what supports
the ad information and if the pricing is competitive.
10
Created by Boundless
Advertising is considered effective when it communicates that the product is
_________.
A
Priced low enough to sell.
B
Available in many different retail outlets.
C
Different and better than the competition
D
Will appeal to a certain target market.
11
Created by Boundless
What type of advertising is used as a long term branding tool?
A
Niche Advertising.
B
Informative Advertising
C
Reminder Advertising.
D
Persuasive Advertising
12
Created by Boundless
What does the Harris Grid measure?
A
The perspective used in the advertising message.
B
The comparative interest level between buyers and mass
media.
C
The focus and feeling of an advertisement.
D
If the attitude or lifestyle of the ad matches the consumer
profile.
13
Created by Boundless
What type of advertising is used to capture a share of a competitor's market?
A
Niche Advertising.
B
Reminder Advertising.
C
Informative Advertising
D
Persuasive Advertising
14
Created by Boundless
What type of advertising is used to educate and motivate consumers to make a
choice?
A
Reminder Advertising.
B
Persuasive Advertising
C
Informative Advertising.
D
Lifestyle Advertising.
15
Created by Boundless
When moving a consumer through the Hierarchy of Effects Model, why does the
number of prospects decline as you move up the pyramid?
16
A
There is a call to action, the consumer must commit by
acting in a certain way.
B
The lower levels of the pyramid identify and define
consumers.
C
All of these answers.
D
The information at the base of the pyramid are more
difficult for the consumers to grasp.
Created by Boundless
In the stages of buying, at what point must the marketer stimulate a strong belief in
the consumer about the product's benefits and superiority?
A
Conviction.
B
Awareness.
C
Knowledge
D
Preference.
17
Created by Boundless
What is the relationship between a target market and target audience?
A
A needs based approach governs both groups.
B
The target audience, made up of the individuals most
likely to buy, exists within the larger target market group.
C
The target market is the group that must take the action
that is suggested by the advertising campaign while the
target audience is the group in which the target market
resides.
D
There is no relationship they marketed to in very different
ways.
18
Created by Boundless
The process by which markets are grouped by identifiable characteristics and
behaviors is known as (the)__________.
A
Segmentation.
B
Target Audience Valuation.
C
Marketing Mix Model.
D
19
Valuation Approach.
Created by Boundless
Which of the following is the best example of product benefits?
A
Special wheels, glare resistant lenses, tropical flavors.
B
Light weight material, multiple color choices, special
matte finish.
C
jumbo size pistachios, natural ingredients, scratch proof
container.
D
Great gas mileage, convenient locations, do it yourself
installation.
20
Created by Boundless
In order for Voice of Customer metrics to be useful it must __________.
A
Offer similar data about a large number of consumers
within a group.
B
Be historically consistent and credible.
C
Provide branding and loyalty insight.
D
All of these answers.
21
Created by Boundless
What steps are integral to creating a media plan?
A
Creating the lowest budget possible that can deliver the
desired results.
B
Making decisions on reach, frequency and continuity
objectives
C
Deciding on the mix of media needed to deliver desired
results.
D
All of these answers.
22
Created by Boundless
The essential factors to consider when creating an advertising budget
are__________
A
Detailed customer information, the media that will reach
them and resonate with them, your product or service
and what you can spend.
B
Test market results, the cost of achieving the results and
if customers will respond to a rational or emotional
appeal.
C
Percentage of sales calculations and historical data
which has been used extensively by companies.
D
The type of media that is getting the best customer
response, what competitors are spending and if company
profits are up or down. 23
Created by Boundless
What advertising budget technique is based upon a company's mission statement,
business experience and an understanding of the industry?
A
Ratio to sales.
B
Arbitrary Allocation.
C
Objective task method.
D
Experimental.
24
Created by Boundless
An account executive and a creative director are ready to create an advertising
campaign that will use information about the product's new design and eco­friendly
packaging. The primary advertising appeal that they are using is based on
_______.
A
Popularity of a product.
B
News about the product.
C
Self­enhancement.
D
Corporate
25
Created by Boundless
What advertising appeal(s) require(s) substantiation of a fact or facts?
A
Popularity and Competitive Advantage of a Product.
B
Product Trial and Consumer Service.
C
Savings Through Product use and Popularity of a
Product.
D
Service Features.
26
Created by Boundless
What type of advertising media offers the greatest demographic flexibility and
segmentation opportunities?
A
Press.
B
Internet.
C
Cinema.
D
Radio.
27
Created by Boundless
An advertising scheduling model that uses consistent frequency as a way to keep
the product connected to customers is ___________.
A
Mobile
B
Flighting
C
Pulsing
D
Continuity.
28
Created by Boundless
Anticipated promotion costs are a key factor when using which method? Choose
one answer.
29
A
Objective and task method
B
Competitive parity method
C
Affordable method
D
Percent­of­sales method
E
Call to action method
Created by Boundless
A billboard is an example of which type advertising?
A
Personal Selling
B
Mobile marketing
C
Out­of­home advertising
D
Broadcast advertising
30
Created by Boundless
What does the percent­of­sales (or ratio­to­sales) method refer to? Choose one
answer.
A
A strategy using a 50% pull strategy and a 50% push
strategy
B
Market share revenue generation
C
A promotional strategy technique based percentage of
advertising
D
A revenue generation promotional strategy
E
A budgeting technique based on a set percentage of
current or projected sales
31
Created by Boundless
The second level of measurement and evaluation of a public relations campaign
considers factors such as
A
message distribution and media placement.
B
changes in attitudes, opinions, and behavior.
C
the number of produc
D
audience awareness, comprehension, and retention of
the message.
32
Created by Boundless
Which of the following actions can help a firm effectively manage a crisis?
A
Listing and preparing for negative scenarios that might
occur.
B
Giving the media as much information as possible.
C
Performing an act of goodwill during or immediately after
a crisis.
D
All of these answers.
33
Created by Boundless
The core goal of PR is to
34
A
develop relationships with press and media.
B
create and retain public goodwill.
C
convince the public to buy a product or service.
D
take credit for good actions.
Created by Boundless
When PR practitioners tailor complementary messages according to the interests
of different stakeholders, they are using which of the following PR tools?
A
Content publishing
B
Media marketing
C
Audience targeting
D
Messaging
35
Created by Boundless
Product placement and sponsorships are a form of ________________.
A
Personal selling
B
Direct mail
C
Sales promotions
D
Advertising
E
Public relations