Last Updated 21 Jul 2020

Marketing Test Questions

Category Advertising
Words 942 (3 pages)
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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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