Online Exam

Question 1 of 20
5.0/ 5.0 Points
Which of the following is generally acknowledged as the most
powerful advertising medium and reaches a broad spectrum of consumers at low
cost per exposure?
A. Television
B. Radio
C. Newspapers
D. Magazines

Question 2 of 20
5.0/ 5.0 Points
Which of the following media timing factors expresses the
rate at which new customers enter the market?
A. Buyer turnover
B. Purchase
frequency
C. Media reach
D. Weighted number
of exposures

Question 3 of 20
5.0/ 5.0 Points
Which of the following elements of the marketing
communication mix involves use of mail, telephone, fax, email, or Internet to
communicate with or solicit response or dialogue from specific customers and
prospects?
A. Advertising
B. Personal selling
C. Direct marketing
D. Public relations

Question 4 of 20
5.0/ 5.0 Points
The qualitative value of an exposure through a given medium
is known as:
A. frequency.
B. reach.
C. amplitude.
D. impact.

Question 5 of 20
5.0/ 5.0 Points
__________ aims to create brand awareness and knowledge of
new products or new features of existing products.
A. Informative
advertising
B. Corporate
advertising
C. Reinforcement
advertising
D. Persuasive
advertising

Question 6 of 20
5.0/ 5.0 Points
According to researchers, which of the following is the
correct order in which content of print advertisements matter?
A.
Picture-headline-copy
B.
Copy-picture-headline
C.
Headline-copy-picture
D.
Picture-copy-headline

Question 7 of 20
5.0/ 5.0 Points
Which of the following is a form of earned media for
marketing communication messages?
A. Experts providing
product reviews
B. Celebrities
endorsing products
C. Social network
discussions about products
D. Company
salespeople contacting target buyers

Question 8 of 20
5.0/ 5.0 Points
__________ refers to simple exaggerations in advertisements
that are not meant to be believed and that are permitted by law.
A. Puffery
B. Boasting
C. Pseudo promotion
D. Doublethink

Question 9 of 20
5.0/ 5.0 Points
Which of the following sequences accurately represents the
hierarchy-of-effects model of marketing communications?
A.
Attention-interest-desire-action
B.
Awareness-interest-evaluation-trial-adoption
C.
Awareness-knowledge-liking-preference-conviction-purchase
D.
Exposure-reception-cognitive response-attitude-intention-behavior

Question 10 of 20
5.0/ 5.0 Points
Which of the following is an example of an advertising
platform?
A. Posters and
leaflets
B. Company magazines

C. Fairs and trade
shows
D. Sales
presentations

Question 11 of 20
5.0/ 5.0 Points
__________ is the number of times the average buyer buys a
product during the period.
A. Buyer turnover
B. Purchase
frequency
C. Customer
retention rate
D. Advertising
impressions

Question 12 of 20
5.0/ 5.0 Points
The original and oldest form of direct marketing is:
A. billboards.
B. banner
advertising.
C. mail campaigns.
D. field sales
calls.

Question 13 of 20
5.0/ 5.0 Points
Buzz and viral marketing both try to:
A. use unethical
methods to popularize a brand.
B. market products
by providing free samples to customers.
C. create a splash
in the marketplace to showcase a brand.
D. induce impulse
sales by displaying products close to the pay counters.

Question 14 of 20
5.0/ 5.0 Points
People who know and communicate with a great number of other
people are called:
A. buzzers.
B. connectors.
C. informants.
D. stickers.

Question 15 of 20
5.0/ 5.0 Points
Marketers often cut the cost of advertising dramatically by
using consumers as their creative team. This strategy is known as:
A.
disintermediation.
B. public relations.

C. vertical
integration.
D. crowdsourcing.

Question 16 of 20
5.0/ 5.0 Points
The weighted number of exposures (WE. of an advertising
message over a given medium is given by:
A. WE = reach *
frequency.
B. WE = (reach *
frequency. / impact.
C. WE = reach *
frequency * impact.
D. WE = (reach +
frequency. / impact.

Question 17 of 20
5.0/ 5.0 Points
Which of the following is an example of a trade promotion?
A. Free samples
B. Discount coupons
C. Display
allowances
D. Contests for
sales reps

Question 18 of 20
5.0/ 5.0 Points
Which of the following steps in the innovation-adoption
model of marketing communications corresponds to the cognitive stage that a
buyer passes through?
A. Interest
B. Evaluation
C. Trial
D. Awareness

Question 19 of 20
5.0/ 5.0 Points
Which of the following elements of the marketing
communications mix involves a variety of short-term incentives to encourage
trial or purchase of a product or service?
A. Advertising
B. Direct marketing
C. Public relations
D. Sales promotion

Question 20 of 20
5.0/ 5.0 Points
Marketing communication strategy can be decided by
conducting an image analysis by profiling the target audience in terms of:
A. brand knowledge.
B. purchase
patterns.
C. demographic
characteristics.
D. income levels.

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