Modern marketing

Multiple Choice

1. Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also ________.

a. attract popular celebrities to endorse their brands in order to appear credible

b. reach historically underrepresented markets with their products

c. relate to employees on a more personal level

d. advertise exclusively to current users to cement their commitment to the brand

e. communicate with present and potential stakeholders and the general public

2. Marketing communications are the means by which firms attempt to ________, persuade, and remind consumers about the products and brands that they sell.

a. inform

b. reach

c. attract

d. interest

e. none of the above

3. Marketing communications can contribute to brand equity by establishing the brand in memory and ________.

a. creating interest

b. communicating quality

c. creating demand

d. creating a brand image

e. introducing new products to the market

4. Dramatic changes in consumer technologies and media habits have ________.

a. eroded the effectiveness of the mass media

b. increased the effectiveness of the mass media

c. expanded the appeal of mass-media marketing

d. reduced the cost of mass-media marketing

e. all of the above

 

Television advertising used to be the most powerful means of hitting the consumer marketing bull’s-eye. Its demise is attributed to ________ and to shifts in the media now used to reach consumers.

f. the aging of the baby boomer demographic

g. a shift in the proportion of radio listening to television viewing

h. increasing consumer cynicism toward advertising

i. the fragmentation of U.S. audiences

j. none of the above

5. The marketing communications mix consists of eight major modes of communications. Which of the following is NOT one of these modes?

a. Personal selling

b. Direct marketing

c. Sales promotions

d. Packaging

e. Advertising

6. Every ________ delivers an impression that can strengthen or weaken a customer’s view of the company.

a. brand equity

b. brand contact

c. salesman

d. featured ad

e. direct-mail piece

7. Marketing communications activities contribute to brand equity in all of the following ways EXCEPT ________.

a. by enhancing brand performance

b. by creating brand awareness

c. by eliciting positive brand judgments

d. by linking the right associations to the brand image in consumers’ memories

e. by facilitating a stronger consumer-brand connection

8. The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the brand and the company.

a. consumers

b. interests

c. interactions

d. usages

e. exposures

 

One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally strong, favorable, and unique brand association between two media, then the impact in terms of brand equity should be ________.

f. prominent

g. identical

h. different

i. measurable

j. actionable

9. Blogs and chat rooms are examples of the ________ communication platform.

a. personal selling

b. events and experiences

c. public relations and publicity

d. word-of-mouth marketing

e. direct and interactive marketing

10. Marketers need to assess which experiences and impressions will have the most influence at each ________ of the buying process.

a. stage

b. level

c. consumer

d. step

e. none of the above

11. Anything that causes the consumer to notice and pay attention to the brand can ________ brand awareness.

a. decrease

b. increase

c. effect

d. affect

e. influence

12. The macromodel of effective communications contains nine elements. Two elements represent the major parties in a communication. These two parties are called ________ and ________.

a. sender; subject

b. beginner; receiver

c. receiver; starter

d. initiator; receiver

e. sender; receiver

 

13. According to the macromodel of communication, the four major communication functions are decoding, response, feedback, and ________.

a. message

b. encoding

c. response

d. feedback

e. noise

14. In communicating, selective attention, selective distortion, and ________ may come into play.

a. selective listening

b. noise

c. selective retention

d. selective hearing

e. selective interest

15. In micromodels of marketing communications, the four classic response hierarchy models includes all of the following EXCEPT ________.

a. communications model

b. innovation-adoption model

c. hierarchy-of-effects model

d. AIDA

e. BAMT

16. The hierarchy-of-effects model contains awareness, knowledge, liking, ________, conviction, and purchase.

a. cognitive response

b. preference

c. interest

d. attitude

e. none of the above

17. Senders know that to effectively communicate, they must encode their messages so that the target audience can decode them; the must transmit the message through the media that reach the target audience and develop ________ channels to monitor the responses.

a. feedback

b. interest

c. response

d. decoding

e. none of the above
The eight steps in developing effective communications start with the basics: identifying the target audience, determining the objectives, designing the communications, ________ , and establishing the budget.

f. selecting the advertising copy

g. managing the process

h. choosing the media mix

i. selecting the channels

j. measuring results

18. The ability to identify the brand within the category, in sufficient detail to make a purchase, is known as ________.

a. category need

b. brand awareness

c. brand attitude

d. brand purchase intention

e. brand conviction

19. Formulating the communications to achieve the desired response will require solving three problems: message strategy, creative strategy, and ________.

a. market-specific advertising

b. media sources

c. advertising

d. transformational appeal

e. message source

20. Creative strategies are how marketers translate their messages into a specific communication. Creative strategies can be broadly classified as involving either informational or ________ appeals.

a. branded entertainment

b. point-of-purchase

c. advertorials

d. transformational

e. individualization

21. John Maloney saw buyers as expecting one of four types of reward from a product. These include rational, social, ego satisfying, and ________.

a. exciting

b. functional

c. low costs

d. sensory

e. safety
A(n) ________ appeal elaborates on a non-product-related benefit or image when advertising a product or service.

f. informational

g. destructive

h. involving

i. creative

j. transformational

22. Communicators use ________ appeals such as fear, guilt, and shame to get people to do things or stop doing things.

a. destructive

b. scary

c. attractive

d. emotional

e. negative

23. Communicators use positive emotional appeals to attract consumer attention and raise their ________ with an ad.

a. emotions

b. exposure

c. involvement

d. assessment

e. interest

24. Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokesperson’s credibility. Source credibility consists of trustworthiness, likability, and ________.

a. celebrity status

b. experience

c. expertise

d. age

e. reputation

25. ________ is the specialized knowledge that the communicator possesses to back the advertising claim.

a. Likeability

b. Source

c. Expertise

d. Trustworthiness

e. Faith

 

26. A well-chosen celebrity can draw attention to a product or brand. The choice of the celebrity is critical. The celebrity should have high recognition, high positive affect, and high ________ to the product.

a. interest

b. attachment

c. relevancy

d. appropriateness

e. fit

27. If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of ________ is said to exits.

a. communication

b. congruity

c. celebrity

d. insight

e. transformation

28. Personal communications channels derive their effectiveness through ________ presentation and feedback.

a. effective

b. group

c. canned

d. individualized

e. persuasion

29. ________ channels consist of company salespeople contacting buyers in the target market.

a. Individualized

b. Personal

c. Expert

d. Advocate

e. Social

30. ________ channels consists of neighbors, friends, family members, and associates talking to target buyers.

a. Social

b. Expert

c. Advocate

d. Professional

e. None of the above