MKT 304 FULL FINAL EXAM QUESTIONS WITH
e - ANSWER which of the following is an advantage associated with public
relations?
a. Strong connection of the receiver to the source.
b. High absolute cost but low relative cost.
c. Effectiveness at completing the communications product.
d. Ease with which PR activities are coordinated with other promotional
activities even when the activities are performed in different departments.
e. Use as an effective lead generator.
b - ANSWER Company A is a major participant in the advertising and promotion
process. It attracts various others companies who buy space and time with them
which they can provide at discounted rates. Company A helps these companies
reach the target market effectively with the message. Company A is a(n):
A. advertiser.
B. advertising agency.
C. media organization.
D. full service agency.
E. consultancy.
Feelings or emotional attachment to the brand - ANSWER According to McCann-
Erickson's concept of emotional bonding, the strongest relationship that
develops between a brand and a consumer is based on:
A - ANSWER CoverGirl cosmetics have hired Drew Barrymore to appear in its
advertisements in order to help them capture the attention and interest of the
consumers. Through this, the ad illustrates the application of:
A. ad-to-consumer relevance.
B. brand-to-consumer relevance.
C. positioning strategy.
D. inherent drama.
E. an animatic.
B & C - ANSWER A commercial for Omachi shows singer My Linh preparing
breakfast for her husband and children. She also talks about her point of view in
choosing appropriate noodles for her family. This commercial is effective in part
because it utilizes _____ and _____ .
Select one or more:
,a. slice-of-life
b. spokesperson-oriented
c. celebrity expertise
d. reputational
e. power-based
occur when a company pays to sponsor a section of a site - ANSWER Regular
sponsorships
b - ANSWER Advertisers can prevent consumers from zapping commercials by:
A. introducing "commercial-free" programming.
B. producing commercials that are meaningful and that attract and hold
attention.
C. devising shorter commercial formats.
D. using product placements.
E. advertising more on cable television.
c - ANSWER When we mention _____, it refers to commercials on local television
stations for which the advertisers negotiate directly with the individual stations.
a. syndication
b. regional advertising
c. spot advertising
d. network advertising
e. sponsorship
e - ANSWER Measuring the effectiveness of PR activities provides which of the
following advantages?
A. It helps deal with the problem of clutter.
B. It reduces the high absolute costs connected with PR activities.
C. It helps in reaching specific audience groups.
D. It helps in completing the communication process.
E. It gives management a way to judge the quality of public relations
achievements and activities.
a - ANSWER Companies prefer sponsorship arrangements for buying
advertising time because:
A. it allows companies to capitalize on the image of a high-quality program.
B. it gives the advertiser less control over the placement and the length of its
commercials.
C. it is relatively inexpensive.
,D. sponsoring a show enables the advertiser to run more commercials per hour
since time regulations do not apply.
E. it broadens advertising reach, saves money, and reaches a more aggregated
market when compared to buying national spots.
b - ANSWER Disadvantages inherent in the use direct marketing include:
A. difficulty in obtaining effectiveness measurements.
B. poor image factors.
C. lack of flexibility.
D. difficulty in acquiring TV time.
E. lack of personalization
a - ANSWER One of the primary advantages of using magazines as an
advertising medium is their:
A. selectivity.
B. low clutter level.
C. limited reach and frequency.
D. low absolute costs.
E. long lead time.
d - ANSWER According to the _____ hierarchy, advertisers of products like light
bulbs, ketchup, computer paper, nail clippers, and other items bought without a
lot of thought need to use a heavy repetition strategy.
A. individual response
B. standard learning
C. dissonance-attribution
D. low-involvement
E. high involvement
a - ANSWER A(n) _____ is a document that evolves from an organization's overall
corporate strategy and serves as a guide for specific marketing programs and
policies.
A. strategic marketing plan
B. integrated marketing communications plan
C. situation analysis
D. opportunity analysis
c - ANSWER Generally, companies that develop Integrated Marketing
Communications (IMC) programs which do not contain specific objectives:
A. will have too many benchmark measures against which the success or failure
of their programs can be assessed. B. will never be successful.
C. may find it difficult to facilitate coordination of the efforts of various groups
working on a promotional campaign since the various groups may not
understand what goal they are working towards.
, D. will be able to save money since they won't spend too much time worrying
about what they are trying to do.
E. be more successful than companies that develop IMC programs with specific
objectives.
c - ANSWER _____ is something unique or special a firm possesses or does that
gives it an edge over its competitors.
A. Brand quality
B. Brand equity
C. A competitive advantage
D. Brand power
E. A market opportunity
d - ANSWER The _____ is the general category of available delivery systems,
which includes broadcast media, print media, direct marketing, outdoor
advertising, and other support media.
A. media vehicle
B. reach
C. distribution channel
D. medium
E. needledrop
a - ANSWER Which of the following statements is false about source credibility?
a. High credibility sources are more effective than low credibility sources when
they are arguing for a position opposing their own best interest.
b. The persuasiveness of a low credibility source may decline over time due to
the sleeper effect phenomenon.
c. A very credible source is less important when the audience has a neutral
position, and such a source may even be less effective than a moderately
credible source when the receiver's initial attitude is favorable.
d. A low or moderately credible source can be more effective than a high
credibility source when the receiver has a favorable initial attitude or opinion.
e. High credibility sources are not always more effective than low credibility
sources
d - ANSWER Directing a company's efforts towards one or more groups of
customers who share common needs is known as:
A. target marketing.
B. competitive advantage.
C. positioning.
D. market segmentation.
E. branding.
Economic infrastructure - ANSWER A U.S. executive in Namibia in Africa
experienced trouble negotiating a franchise deal with local investors because
e - ANSWER which of the following is an advantage associated with public
relations?
a. Strong connection of the receiver to the source.
b. High absolute cost but low relative cost.
c. Effectiveness at completing the communications product.
d. Ease with which PR activities are coordinated with other promotional
activities even when the activities are performed in different departments.
e. Use as an effective lead generator.
b - ANSWER Company A is a major participant in the advertising and promotion
process. It attracts various others companies who buy space and time with them
which they can provide at discounted rates. Company A helps these companies
reach the target market effectively with the message. Company A is a(n):
A. advertiser.
B. advertising agency.
C. media organization.
D. full service agency.
E. consultancy.
Feelings or emotional attachment to the brand - ANSWER According to McCann-
Erickson's concept of emotional bonding, the strongest relationship that
develops between a brand and a consumer is based on:
A - ANSWER CoverGirl cosmetics have hired Drew Barrymore to appear in its
advertisements in order to help them capture the attention and interest of the
consumers. Through this, the ad illustrates the application of:
A. ad-to-consumer relevance.
B. brand-to-consumer relevance.
C. positioning strategy.
D. inherent drama.
E. an animatic.
B & C - ANSWER A commercial for Omachi shows singer My Linh preparing
breakfast for her husband and children. She also talks about her point of view in
choosing appropriate noodles for her family. This commercial is effective in part
because it utilizes _____ and _____ .
Select one or more:
,a. slice-of-life
b. spokesperson-oriented
c. celebrity expertise
d. reputational
e. power-based
occur when a company pays to sponsor a section of a site - ANSWER Regular
sponsorships
b - ANSWER Advertisers can prevent consumers from zapping commercials by:
A. introducing "commercial-free" programming.
B. producing commercials that are meaningful and that attract and hold
attention.
C. devising shorter commercial formats.
D. using product placements.
E. advertising more on cable television.
c - ANSWER When we mention _____, it refers to commercials on local television
stations for which the advertisers negotiate directly with the individual stations.
a. syndication
b. regional advertising
c. spot advertising
d. network advertising
e. sponsorship
e - ANSWER Measuring the effectiveness of PR activities provides which of the
following advantages?
A. It helps deal with the problem of clutter.
B. It reduces the high absolute costs connected with PR activities.
C. It helps in reaching specific audience groups.
D. It helps in completing the communication process.
E. It gives management a way to judge the quality of public relations
achievements and activities.
a - ANSWER Companies prefer sponsorship arrangements for buying
advertising time because:
A. it allows companies to capitalize on the image of a high-quality program.
B. it gives the advertiser less control over the placement and the length of its
commercials.
C. it is relatively inexpensive.
,D. sponsoring a show enables the advertiser to run more commercials per hour
since time regulations do not apply.
E. it broadens advertising reach, saves money, and reaches a more aggregated
market when compared to buying national spots.
b - ANSWER Disadvantages inherent in the use direct marketing include:
A. difficulty in obtaining effectiveness measurements.
B. poor image factors.
C. lack of flexibility.
D. difficulty in acquiring TV time.
E. lack of personalization
a - ANSWER One of the primary advantages of using magazines as an
advertising medium is their:
A. selectivity.
B. low clutter level.
C. limited reach and frequency.
D. low absolute costs.
E. long lead time.
d - ANSWER According to the _____ hierarchy, advertisers of products like light
bulbs, ketchup, computer paper, nail clippers, and other items bought without a
lot of thought need to use a heavy repetition strategy.
A. individual response
B. standard learning
C. dissonance-attribution
D. low-involvement
E. high involvement
a - ANSWER A(n) _____ is a document that evolves from an organization's overall
corporate strategy and serves as a guide for specific marketing programs and
policies.
A. strategic marketing plan
B. integrated marketing communications plan
C. situation analysis
D. opportunity analysis
c - ANSWER Generally, companies that develop Integrated Marketing
Communications (IMC) programs which do not contain specific objectives:
A. will have too many benchmark measures against which the success or failure
of their programs can be assessed. B. will never be successful.
C. may find it difficult to facilitate coordination of the efforts of various groups
working on a promotional campaign since the various groups may not
understand what goal they are working towards.
, D. will be able to save money since they won't spend too much time worrying
about what they are trying to do.
E. be more successful than companies that develop IMC programs with specific
objectives.
c - ANSWER _____ is something unique or special a firm possesses or does that
gives it an edge over its competitors.
A. Brand quality
B. Brand equity
C. A competitive advantage
D. Brand power
E. A market opportunity
d - ANSWER The _____ is the general category of available delivery systems,
which includes broadcast media, print media, direct marketing, outdoor
advertising, and other support media.
A. media vehicle
B. reach
C. distribution channel
D. medium
E. needledrop
a - ANSWER Which of the following statements is false about source credibility?
a. High credibility sources are more effective than low credibility sources when
they are arguing for a position opposing their own best interest.
b. The persuasiveness of a low credibility source may decline over time due to
the sleeper effect phenomenon.
c. A very credible source is less important when the audience has a neutral
position, and such a source may even be less effective than a moderately
credible source when the receiver's initial attitude is favorable.
d. A low or moderately credible source can be more effective than a high
credibility source when the receiver has a favorable initial attitude or opinion.
e. High credibility sources are not always more effective than low credibility
sources
d - ANSWER Directing a company's efforts towards one or more groups of
customers who share common needs is known as:
A. target marketing.
B. competitive advantage.
C. positioning.
D. market segmentation.
E. branding.
Economic infrastructure - ANSWER A U.S. executive in Namibia in Africa
experienced trouble negotiating a franchise deal with local investors because
