Question 1

To succeed,companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

Accepted Answer

A)   it is easy to lure satisfied customers away from competitors.
B)   90 percent of a manufacturer's profit comes from trial or sporadic purchasers.
C)   offensive marketing typically costs less than defensive marketing.
D)   great advertising will not win back a customer lost from shoddy products or poor service.
E)   reducing customer defections by 25-85 percent can improve profit potential by about 5 percent.F) A) and D)
G) B) and E)

Question 2

What is the role played by the interactive media in the advertising communication process?

Accepted Answer

The interactive media allows consumers t...

Question 3

What are the three literary forms used in advertising messages?

Accepted Answer

Advertising messages typically...

Question 4

A horse stable operator comes across an ad for a worming medicine in the local newspaper.He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning.In the context of the advertising,this is a form of _____.

Accepted Answer

A)   gatekeeping
B)   noise
C)   feedback
D)   cue
E)   relationship marketingF) C) and D)
G) B) and D)

Question 5

Planned messages often have the least impact because they are seen as self-serving.

Accepted Answer

A) True 
 B)False

Question 6

According to the integration triangle,which of the following are "confirm" messages?

Accepted Answer

A)   Planned messages
B)   Inferred messages
C)   Product messages
D)   Unplanned messages
E)   Service messagesF) B) and D)
G) None of the above

Question 7

What are the four sources of company/brand-related messages that Duncan and Moriarty describe?

Accepted Answer

Duncan and Moriarty describe four source...

Question 8

The _____,who are addressed by the ad's spokesperson,are not real.

Accepted Answer

A)   sponsorial consumers
B)   actual consumers
C)   gatekeepers
D)   implied consumers
E)   personasF) C) and E)
G) None of the above

Question 9

What is the ultimate goal of the marketing process?

Accepted Answer

The ultimate goal of the marke...

Question 10

In 2002,a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world.In other words,the company decided to use _____.

Accepted Answer

A)   national advertising
B)   international advertising
C)   global advertising
D)   regional advertising
E)   local advertisingF) None of the above
G) B) and E)

Question 11

Integrated communications pertains to ensuring all elements of the marketing mix converge on a single idea.

Accepted Answer

A) True 
 B)False

Question 12

_____ tends to appear in specialized trade publications or professional journals,in direct-mail pieces sent to businesses,or in trade shows.

Accepted Answer

A)   Public service advertising
B)   Business advertising
C)   Consumer advertising
D)   Retail advertising
E)   Covert advertisingF) B) and E)
G) All of the above

Question 13

In a basic transactional relationship,a company sells its product and encourages customers to call if they encounter any problems.

Accepted Answer

A) True 
 B)False

Question 14

Companies aim trade advertising at resellers to obtain greater distribution of their products.

Accepted Answer

A) True 
 B)False

Question 15

Synergy is the principal benefit of IMC.

Accepted Answer

A) True 
 B)False

Question 16

Messages from the product,price,or distribution elements are typically referred to as inferred messages.

Accepted Answer

A) True 
 B)False

Question 17

The hundreds of other commercial and noncommercial messages a sponsor's advertising message must compete with every day is known as _____.

Accepted Answer

A)   noise
B)   clout
C)   jargon
D)   feedback
E)   cueF) D) and E)
G) None of the above

Question 18

How is IMC both a concept and a process?

Accepted Answer

IMC is both a concept and a process.The ...

Question 19

What is relationship marketing?

Accepted Answer

Relationship marketing is crea...

Question 20

Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _____.

Accepted Answer

A)   trade advertising
B)   professional advertising
C)   consumer advertising
D)   noncommercial advertising
E)   farm advertisingF) A) and B)
G) C) and E)

Exam 1: Advertising and IMC Today

What is the role played by the interactive media in the advertising communication process?

Correct AnswerverifiedThe interactive media allows consumers t...View AnswerShow Answer

According to the integration triangle,which of the following are "confirm" messages?

Correct AnswerverifiedShow Answer

In 2002,a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world.In other words,the company decided to use _____.

Correct AnswerverifiedShow Answer

A horse stable operator comes across an ad for a worming medicine in the local newspaper.He decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning.In the context of the advertising,this is a form of _____.

Correct AnswerverifiedShow Answer

What is relationship marketing?

Correct AnswerverifiedRelationship marketing is crea...View AnswerShow Answer

Planned messages often have the least impact because they are seen as self-serving.

Correct AnswerverifiedShow Answer

Companies aim trade advertising at resellers to obtain greater distribution of their products.

Correct AnswerverifiedShow Answer

Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _____.

Correct AnswerverifiedShow Answer

How is IMC both a concept and a process?

Correct AnswerverifiedIMC is both a concept and a process.The ...View AnswerShow Answer

What are the four sources of company/brand-related messages that Duncan and Moriarty describe?

Correct AnswerverifiedDuncan and Moriarty describe four source...View AnswerShow Answer

_____ tends to appear in specialized trade publications or professional journals,in direct-mail pieces sent to businesses,or in trade shows.

Correct AnswerverifiedShow Answer

What are the three literary forms used in advertising messages?

Correct AnswerverifiedAdvertising messages typically...View AnswerShow Answer

Synergy is the principal benefit of IMC.

Correct AnswerverifiedShow Answer

Integrated communications pertains to ensuring all elements of the marketing mix converge on a single idea.

Correct AnswerverifiedShow Answer

Messages from the product,price,or distribution elements are typically referred to as inferred messages.

Correct AnswerverifiedShow Answer

The hundreds of other commercial and noncommercial messages a sponsor's advertising message must compete with every day is known as _____.

Correct AnswerverifiedShow Answer

The _____,who are addressed by the ad's spokesperson,are not real.

Correct AnswerverifiedShow Answer

To succeed,companies must focus on managing loyalty among carefully chosen customers and stakeholders because:

Correct AnswerverifiedShow Answer

In a basic transactional relationship,a company sells its product and encourages customers to call if they encounter any problems.

Correct AnswerverifiedShow Answer

What is the ultimate goal of the marketing process?

Correct AnswerverifiedThe ultimate goal of the marke...View AnswerShow Answer

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The interactive media allows consumers t...
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Relationship marketing is crea...
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IMC is both a concept and a process.The ...
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Duncan and Moriarty describe four source...
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Advertising messages typically...
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The ultimate goal of the marke...
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