Marketing Test Questions

1. The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

• a. True

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• b. False

2. When a marketer sends a message to the target market, the marketer must first decode the symbols used.

• c. True
• d. False

3. Even though a message is received, it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.

• e. True
• f. False

4. All promotions are designed to either inform, persuade or reinforce the target audience.

• g. True
• h. False

5. The promotional mix consists of

• i. advertising, publicity, direct marketing, and personal selling j. public relations, direct marketing, personal selling, and publicity
• k. product, promotion, price, and place
• l. advertising, personal selling, sales promotion, and public relations m. advertising, telemarketing, public relations, and sales promotions

6. Which of the following statements about advertising is true?

• n. The total costs of advertising are typically low.
• o. The signs on the outsides of buses and taxis are not a form of advertising.
• p.The cost per contact in advertising is low.
• q. Innovative media are not used in advertising.
• r. Advertising is any form of communication in which the sponsor is identified.

7. Public information (that the company did not pay for) about a company, good, or service appearing in the mass media as a news item is:

• s. personal selling
• t. advertising
• u. mass communications
• v. publicity
• w. sales promotion

8. _____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows.

• a. Sales promotion
• b. Publicity.
• c. Personal Selling.
• d. Advertising.
• e. Sponsorship.

9. In 2006, GM unveiled a GM Fuel Price Protection Program that caps the per-gallon price consumers pay for gas at $1. 99 when they purchase select 2006 and 2007 GM full-size utility and mid-size cars. This is an example of _____ designed to stimulate consumer buying.

• a. Sales promotion.
• b. A public relations activity.
• c. Advertising.
• d. Implicit communication.
• e. Personal selling.

10. Communication to large audiences, usually through a medium such as television or a newspaper, is called _____ communication.

• a. Feedback-proof Referential.
• b. Interpersonal.
• c. Mass.
• d. Public

11. The communication process consists of:

• a. The message, media, and transmittal.
• b. Source, receiver, and channel.
• c. Sender, receiver, and message.
• d. Encoding, decoding, channel, sender, receiver, noise, and feedback.
• e. Comprehension, noise, and feedback

12. _____ is the conversion of the sender's ideas and thoughts into a message.

• a. Decoding.
• b. Envelopment.
• c. Processing.
• d. Development.
• e. Encoding

13. _____ is anything that interferes with, distorts, or slows the transmission of information:

a. Media communication.

b. Feedback Static.

c. Nonpersonal communication.

d. Noise

14. Advertising competes for two things. These two things are:

• a. ________________
• b. _________________

15. There are three types of Product Advertising. They are:

• a. ________________
• b. _________________
• c. ___________________

16. _____ sales promotions are targeted toward the ultimate end-user market.

• a. Facilitating.
• b. Intermediary.
• c. Pull.
• d. Consumer.
• e. Trade.

17. _____ advertising is used to keep a familiar brand name in the public's mind and to refresh the consumers on the brand’s uses, characteristics, and benefits.

• a. Advocacy.
• b. Pioneer.
• c. Reinforcement.
• d. Reminder.
• e. Comparative.

18. In class, we briefly talked about an acronym used in discussions about promotions. The acronym, AIDA, stands for:

• a. Attitude-Interest-Demand-Activity.
• b. Attention-Interest-Desire-Action.
• c. Awareness-Intent-Demand-Action.
• d. Avoidance-Interest-Desire-Acceptance.
• e. Attitudes-In-Developing-Acquisitions.

19. A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer.

• a. Reinforcement.
• b. Personal selling.
• c. Push.
• d. Pull.
• e. Kinetic.

20. Firms that adopt a push promotion strategy focus their message at intermediaries in order to get them to carry the product, rather than at the end consumer.

• a. True.
• b. False.

21. Comparative advertising is:

• a. like a mirror because it compares all negative and positive features of both products.
• b. like a shotgun, in that, it compares multiple features of two products.
• c. like a rifle in that it only compares a single benefit or advantage.
• d. only used by companies at the highest level of the pyramid of corporate responsibility.
• e. sed to compare two or more competing brands on one or more specific attributes.

22. Aston Martin is a common brand of car driven by the British agent James Bond. Aston Martin paid to have its vehicle featured in these movies. This is an example of:

• a. Advertising.
• b. Sales promotion.
• c. Paid-for public relations.
• d. Product placement.
• e. Lobbying

23. In a 2008 movie starring the hilarious Jim Carrey, Red Bull was reference multiple times. This is another example of _______________ and _________________ is the movie’s title.

• a. Advertising and Dumb and Dumber.
• b. Puffery and How the Grinch Stole Christmas Customer deceit and The Cable Guy.
• c. Product placement and Yes Man.
• d. Product placement and Liar Liar.

24. Which of the following is not an element of the marketing mix.

• a. Product.
• b. Place.
• c. Primary Demand.
• d. Promotion.
• e. Price

25. One of the purposes of promotion is to stimulate demand. What are they?

• a. __________________
• b. ____________________

26. This type of demand focuses on making potential customers aware of the general product category. __________________

27. This type of demand focuses on making potential customers aware of specific benefits provided by a particular brand/product. ___________________.

28. Based on the results from a recent study, and posted in an article on cnet. com, advertising revenue from Google for the first 6 months of 2012 exceeded that of print media. According to this study, Google brought in how much revenue from ads for this period? . ___________________.

29. Both advertising and public relations (PR) are types of non-personal communication. However, the main difference is advertising is _____________ whereas PR is ________________.

30. According to the course syllabus, Exam #4 is scheduled for what day? _____________________

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