Online MCQ Assignment Answer
QN1: Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor is called—
a) Publicity
b) Sales promotion.
c) Advertising.
d) Personal selling.
Answer
Answer: c) Advertising.
QN2: Advertising that promotes a specific brand’s features and benefits is—
a) Institutional.
b) Hierarchical.
c) Pioneering.
d) Competitive.
Answer
Answer: d) Competitive.
QN3: Reminder advertisements are especially effective for products in which stage of the product life cycle?
a) Introduction
b) Growth
c) Maturity
d) Decline
Answer
Answer: c) Maturity
QN4: A concern when using sex appeal is—
a) What men find sexy, women don’t.
b) What women find sexy, men don’t.
c) Sex appeal fails to gain audience attention.
d) The sex appeal of the ad distracts the audience from the product.
Answer
Answer: d) The sex appeal of the ad distracts the audience from the product.
QN5: Billboard advertising is most effective for which type of advertisement?
a) Pioneering
b) Advocacy
c) Reminder
d) Comparative
Answer
Answer: c) Reminder
QN6: The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening. What is the term for this incentive offer?
a) Mass-market communication
b) Customer-oriented encoding
c) Consumer-oriented sales promotion
d) Consumer encoding
Answer
Answer: c) Consumer-oriented sales promotion
QN7: Which type of sales promotion is used when a manufacturer places one small bottle of shampoo in a clear bag and hangs it from the door of each house in a neighborhood?
a) A sample
b) A deal
c) A premium
d) A point-of-purchase display
Answer
Answer: a) A sample
QN8: Sales tools used to support a company’s advertising and personal selling directed to wholesalers, retailers, or distributors are called—
a) Trade-oriented sales promotions
b) Consumer promotions
c) Manufacturers’ promotions
d) Sales promotions
Answer
Answer: a) Trade-oriented sales promotions
QN9: The increasing efforts by advertising agencies, trade associations, and marketing associations to impose standards upon themselves that reflect the values of society are called—
a) Legislation.
b) Self-regulation
c) Business practice.
d) Ethics.
Answer
Answer: b) Self-regulation
QN10: Reimbursing a retailer for extra in-store support or special featuring of— the brand is called
a) Promotional allowance
b) Merchandise allowance.
c) Case allowance
d) Finance allowance.
Answer
Answer: b) Merchandise allowance.
QN11: A concern when using humor appeal is—
a) What adults find humorous, children do not.
b) What children find humorous, adults do not.
c) Most humorous advertisements make someone feel offended.
d) Humor tends to bore consumers quickly, causing “wearout.”
Answer
Answer: d) Humor tends to bore consumers quickly, causing “wearout.”
QN12: The objective of distributing coupons is/are to—
a) Stimulate demand.
b) Stimulate demand.
c) Encourage present customers to buy more, and minimize brand switching behaviour.
d) Encourage new product trial.
Answer
Answer: a) Stimulate demand.
QN13: The objective of using premiums is to:
a) Encourage customers to return frequently or to use more of the product, and to build goodwill.
b) Increase trial and retaliate against competitors’ actions.
c) Encourage present customers to buy more; minimize brand switching behaviour.
d) Encourage new product trial.
Answer
Answer: a) Encourage customers to return frequently or to use more of the product, and to build goodwill.
QN14: The objective of using contests is to—
a) Stimulate demand.
b) Increase trial and retaliate against competitors’ actions.
c) Encourage present customers to buy more; minimize brand switching behaviour.
d) Encourage new product trial.
e) increase consumer purchases; build business inventory
Answer
Answer: e) increase consumer purchases; build business inventory
QN15: DAGMAR stands for—
a) Dealing with advertising goals for measured advertising ratings
b) Defining adverting goals for measured advertising results
c) Describing advertising goals for measured advertising results
d) None of the above
Answer
Answer: b) Defining adverting goals for measured advertising results
QN16: All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as—
a) Sponsorship
b) Advertising
c) Personal selling
d) Sales promotion
Answer
Answer: d) Sales promotion
QN17: A detergent that advertises how clean it gets clothes is appealing to the___ consumer need.
a) Functional
b) Symbolic
c) Biological
d) Utilitarian
Answer
Answer: a) Functional
QN18: Which one of the following is the greatest obstacle to implementing integrated marketing communications?
a) Few providers of marketing communications services have the skills to execute IMC programs.
b) There is a lack of interest in IMC by top management.
c) The cost for implementing an IMC program is difficult to justify.
d) Little can be gained by coordinating the various marketing communications elements.
Answer
Answer: a) Few providers of marketing communications services have the skills to execute IMC programs.
QN19: The process of translating thought into a symbolic form is known as___.
a) Encoding
b) Feedback
c) Noise
d) Decoding
Answer
Answer: a) Encoding
QN20: By definition, ___ simply means that consumers come in contact with the marketer’s message
a) Perception
b) Exposure
c) Attention
d) Comprehension
Answer
Answer: b) Exposure
QN21: Which of the following is NOT a requirement for setting advertising objectives?
a) Objectives must specify the amount of change.
b) Objectives must be stated in terms of profits.
c) Objectives must be realistic
d) Objectives must be internally consistent.
Answer
Answer: b) Objectives must be stated in terms of profits.
QN22: A (n) ___ advertising objective is aimed at achieving communication outcomes that precede behavior.
a) Precise
b) Planned
c) Indirect
d) Direct
Answer
Answer: c) Indirect
QN23: The first step of the objective-and-task method is ___.
a) Assessing the communications functions
b) Establishing specific marketing objectives that need to be accomplished
c) Determining advertising’s role in the total communication mix
d) Establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives
Answer
Answer: b) Establishing specific marketing objectives that need to be accomplished
QN24: A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the ___ method.
a) Percentage-of-sales
b) Arbitrary allocation
c) Objective-and-task
d) Competitive parity
Answer
Answer: d) Competitive parity
QN25: A good copy-testing system needs to provide measurements that are ___.
a) Relevant to the advertising objectives
b) Relevant to the advertising budget
c) Relevant to the advertising media
d) None of the above
Answer
Answer: a) Relevant to the advertising objectives
QN26: Strength of radio advertising is ___.
a) The ability to reach segmented audiences
b) The ability to reach prospective customers on a personal and intimate level
c) Low cost per thousand
d) All of the above
Answer
Answer: d) All of the above
QN27: Which of the following is NOT a problem with television advertising?
a) Escalating advertising costs
b) Erosion of television viewing audiences
c) Substantial audience fractionalization
d) Inability to achieve impact
Answer
Answer: d) Inability to achieve impact
QN28: The concept of effective reach states that fewer exposures to advertisements are required ___.
a) When humor is used
b) When comparative advertising is used
c) For brands with higher market shares and greater customer loyalty
d) For expensive products
Answer
Answer: c) For brands with higher market shares and greater customer loyalty
QN29: In a ___ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period
a) Flighting
b) Dated
c) Plotted
d) Pulsing
Answer
Answer: d) Pulsing
QN30: Which method of setting an advertising budget relies on analyzing competitors’ spending?
a) Percentage-of-sales method
b) Objective-and-task method
c) Competitive-parity method
d) Affordable method
Answer
Answer: c) Competitive-parity method
QN31: Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ___.
a) using humor to capture audience attention and interest
b) the competitive-parity method of setting a promotion budget
c) media planning
d) the affordable method of setting a promotion budget
Answer
Answer: c) media planning
QN32: The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers?
a) consumers have difficulty attending to specific advertising messages due to advertising clutter.
b) Advertising is becoming more expensive.
c) Consumers are watching less television.
d) Audiences are less interested in media consumption
Answer
Answer: a) consumers have difficulty attending to specific advertising messages due to advertising clutter.
QN33: Developing an effective message strategy begins with identifying ___ that can be used as advertising appeals.
a) Customer benefits
b) Emotions
c) Sales promotions
d) Advertising specialties
Answer
Answer: a) Customer benefits
QN34: Which of the following is not one of the major steps in media selection?
a) Selecting specific media vehicles.
b) Choosing among major media types.
c) Deciding on reach, frequency, and impact.
d) Deciding on format elements
Answer
Answer: c) Deciding on reach, frequency, and impact.
QN35: Scheduling ads unevenly, or ___, builds awareness that is intended to be carried over to the next advertising period.
a) Hard hitting
b) Sequencing
c) Continuity
d) Pulsing
Answer
Answer: d) Pulsing
QN36: ___ use several tools, including the news, speeches, and special events.
a) Public relations professionals
b) Media planners
c) Advertising specialists
d) Advertising agencies
Answer
Answer: a) Public relations professionals
QN37: A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ___.
a) Sales promotion
b) Direct marketing
c) Public relations
d) Personal selling
Answer
Answer: c) Public relations
QN38: You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of___.
a) Reach
b) Engagement
c) Impact
d) Frequency
Answer
Answer: a) Reach
QN39: A brand’s advertising budget is often dependent upon the stage of the product life cycle that it occupies. What stage would a product be in typically if large amounts of money were being spent to develop awareness and persuade consumers to try the product?
a) Decline phase.
b) Introductory phase
c) Mature phase.
d) Growth stage.
Answer
Answer: d) Growth stage.
QN40: A marketing services firm that assists companies in planning, preparing, implementing and executing all or portions of their advertising programmes is called—
a) A company
b) An ad agency
c) A retail outlet
d) A distributor
Answer
Answer: b) An ad agency
