Advertising and Sales Promotion Online MCQ Set 9

QN01. Attitudes toward a brand result from a combination of __________________ attitude-formation processes.

  1. primary and secondary
  2. linear and non-linear
  3. associative and non-associative
  4. central- and peripheral-route
  5. None of the above.
Answer

(D) central- and peripheral-route

QN02. A strength of radio advertising is ________________

  1. the ability to reach segmented audiences
  2. the ability to reach prospective customers on a personal and intimate level
  3. low cost per thousand
  4. short lead-times
  5. All of the above
Answer

(E) All of the above

QN03. In a _________________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period.

  1. flighting
  2. dated
  3. plotted
  4. pulsing
  5. continuous
Answer

(D) pulsing

QN04. Marketers can enhance the consumers’ ability to access knowledge structures by ________________

  1. using loud music
  2. using colorful ads
  3. employing verbal framing
  4. repeating brand information
  5. increasing curiosity about the brand
Answer

(C) repeating brand information

QN05. All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as ______________________

  1. Sponsorship
  2. Advertising
  3. personal selling
  4. sales promotion
  5. Publicity
Answer

(D) sales promotion

QN06. A detergent that advertises how clean it gets clothes is appealing to the ___________________ consumer need

  1. Functional
  2. Symbolic
  3. Biological
  4. Utilitarian
  5. Experiential
Answer

(A) Functional

QN07. Which of the following is NOT a requirement for setting advertising objectives?

  1. Objectives must specify the amount of change.
  2. Objectives must be stated in terms of profits.
  3. Objectives must be realistic.
  4. Objectives must be internally consistent.
  5. Objectives must be clear and in writing.
Answer

(B) Objectives must be stated in terms of profits.

QN08. The ______________________ component of attitudes focuses on behavioral tendencies

  1. Affective
  2. Instrumental
  3. Conative
  4. Cognitive
  5. Behavioral
Answer

(C) Conative

QN09. The process of translating thought into a symbolic form is known as _____________________

  1. Encoding
  2. Feedback
  3. Noise
  4. Decoding
  5. the message channel
Answer

(A) Encoding

QN10. Margaret Stephens notices the television commercial because of the loud sounds. This is an example of ______________________

  1. exposure
  2. involuntary attention
  3. nonvoluntary attention
  4. voluntary attention
  5. interpretation
Answer

(B) involuntary attention

QN11. By definition, _______________ simply means that consumers come in contact with the marketer’s message.

  1. Perception
  2. Exposure
  3. Attention
  4. Comprehension
  5. Interpretation
Answer

(B) Exposure

QN12. Which one of the following is the greatest obstacle to implementing integrated marketing communications?

  1. Few providers of marketing communications services have the skills to execute IMC programs.
  2. There is a lack of interest in IMC by top management.
  3. The cost for implementing an IMC program is difficult to justify.
  4. Little can be gained by coordinating the various marketing communications elements.
  5. Marketing directors are essentially performing the IMC function now.
Answer

(A) Few providers of marketing communications services have the skills to execute IMC programs.

QN13. According to the HEM, consumer behavior is seen as _______________________

  1. Rational
  2. highly cognitive
  3. Emotional
  4. Systematic
  5. Reasoned
Answer

(C) Emotional

QN14. The first step of the objective-and-task method is ____________________

  1. assessing the communications functions
  2. establishing specific marketing objectives that need to be accomplished
  3. determining advertising’s role in the total communication mix
  4. establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives
  5. establish the budget based on estimates of expenditures required to accomplish the advertising goals
Answer

(B) establishing specific marketing objectives that need to be accomplished

QN15. Which value is derived from the need for variety and achieving an exciting life?

  1. self-direction
  2. hedonism
  3. achievement
  4. stimulation
  5. tradition
Answer

(D) stimulation

QN16. A good copy-testing system needs to provide measurements that are _______________________

  1. relevant to the advertising objectives
  2. relevant to the advertising budget
  3. relevant to the advertising media
  4. relevant to the advertising script
  5. None of the above
Answer

(A) relevant to the advertising objectives

QN17. The concept of effective reach states that fewer exposures to advertisements are required _________________________

  1. when humor is used
  2. when comparative advertising is used
  3. for brands with higher market shares and greater customer loyalty
  4. for expensive products
  5. for necessities
Answer

(C) for brands with higher market shares and greater customer loyalty

QN18. Laddering is a marketing research technique that has been developed to identify links between ___________________________

  1. attributes, consumers, and values
  2. attitudes, consumers, and values
  3. attributes, consequences, and variables
  4. attributes, consequences, and values
  5. attitudes, consequences, and values
Answer

(D) attributes, consequences, and values

QN19. Which of the following is NOT a problem with television advertising?

  1. escalating advertising costs
  2. erosion of television viewing audiences
  3. substantial audience fractionalization
  4. clutter
  5. inability to achieve impact
Answer

(E) inability to achieve impact

QN20. The premise underlying geodemographic targeting is that people who _____________________ also share demographic and lifestyle similarities.

  1. are in the same income category
  2. reside in similar areas
  3. are of the same age
  4. are of the same gender
  5. are of the same ethnic group
Answer

(B) reside in similar areas

QN21. A(n) ____________________ advertising objective is aimed at achieving communication outcomes that precede behavior.

  1. precise
  2. planned
  3. indirect
  4. direct
  5. operational
Answer

(C) indirect

QN22. Using sex appeal can generally _______________________

  1. Lure attention
  2. Enhance recall
  3. Evoke emotional responses
  4. all of the above
  5. Only a and b
Answer

(C) Evoke emotional responses

QN23. In general, the single-voice, or synergy principle, involves selecting a specific __________________________ for a brand.

  1. positioning statement
  2. marketing mix
  3. pricing strategy
  4. advertising budget
  5. none of the above
Answer

(A) positioning statement

QN24. The advertising budget procedure used most frequently is the _______________________ method.

  1. percentage-of-sales
  2. arbitrary allocation
  3. marginal cost
  4. competitive parity
  5. None of the above.
Answer

(E) None of the above.

QN25. A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the __________________________ method.

  1. percentage-of-sales
  2. arbitrary allocation
  3. objective-and-task
  4. competitive parity
  5. affordability
Answer

(D) competitive parity

QN26. At what stage of the PLC (Product Life Cycle) can a higher price usually be charged?

  1. Introduction or
  2. Growth
  3. Maturity
  4. Decline
  5. R&D Era
Answer

(A and B)Introduction or Growth

QN27. Questions such as:"What ads do you remember seeing yesterday?" are anexample of what type of post-test?

  1. Aided recall
  2. Unaided recall
  3. Inquiry test
  4. Attitude test.
Answer

(B)Unaided recall

QN28. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions:

  1. Production, transmission and display
  2. Assorting, storing and sorting
  3. Transactional, logistical and facilitation
  4. Buying sorting and financing
Answer

(C)Transactional, logistical and facilitation

QN29. If, after buying a product, the customers is anxious about the choice she/he made, this is called:

  1. Post purchase behavior
  2. Cognitive dissonance
  3. Comparative tension
  4. Buyers’ dissatisfaction.
Answer

(B)Cognitive dissonance

QN30. The store carries a mix of automotive, outdoor, sporting, and decoration goods as well as house wares. What term would describe its product line?

  1. Complexity
  2. Breadth
  3. Depth
  4. Richness
Answer

(B)Breadth

QN31. Selecting target markets means using criteria such as cost of reach the segment and ______________:

  1. Size and expected growth
  2. Marketing investment
  3. Density of population
  4. Values of customers.
Answer

(A)Size and expected growth

QN32. When a company retains the product but reduces marketing support costs it is in what stage of the PLC

  1. Decline
  2. Maturity
  3. Growth
  4. Introduction
Answer

(A)Decline

QN33. Using Price as a measure of the quality of a product and setting price high is:

  1. Prestige pricing
  2. Pricing Lining
  3. Pricing odd-even
  4. Target pricing
Answer

(A)Prestige pricing

QN35. The main reasons a firm segments its markets are:

  1. To refine sales forecasts and allow for more product differentiation.
  2. To create more word-of-mouth in a market.
  3. To focus advertising and monitor sales
  4. To respond to different needs and wants in market and increases sales and profits
Answer

(C)To focus advertising and monitor sales

QN36. During the introduction stage of the PLC, sales gradually increase and

  1. Competition becomes tough
  2. Profits are minimal if not negative.
  3. More investors needed
  4. The promotion is finished.
Answer

(B)Profits are minimal if not negative.

QN37. Selling brand-name products at lower than regular price is:

  1. Guaranteed to cause a loss not a wise business decision.
  2. Off-price retailing
  3. Markup
  4. Shrinkage.
Answer

(B)Off-price retailing

QN38. One of the following is NOT a criteria when forming segments:

  1. Potential for higher profits and ROI.
  2. Similarity of needs
  3. Difference in needs of buyers among segments
  4. Fewer customer complaints.
Answer

(D)Fewer customer complaints.

QN39. The marketing objective for the maturity stage of PLC is to

  1. Maintain brand loyalty
  2. Stress differentiation
  3. Harvest
  4. Gain awareness
Answer

(C)Harvest

QN40. Any paid form of non personal communication about an organization, good, service or idea by an identified sponsor is called:

  1. Publicity
  2. Public relation.
  3. Advertising
  4. Promotion
Answer

(C)Advertising

ed010d383e1f191bdb025d5985cc03fc?s=120&d=mm&r=g

DistPub Team

Distance Publisher (DistPub.com) provide project writing help from year 2007 and provide writing and editing help to hundreds student every year.