Multiple Choice Answers

Marketing communications in almost every medium and form have been on the rise, and some consumers feel they are increasingly invasive.
A. true
B. false
C. I don’t know. My thoughts are private.
Question 2
One of the possible objectives of marketing communications is helping consumers evaluate a brand’s perceived ability to meet a currently relevant need. Which of the following relevant brand needs is emphasized by an advertisement for dish-washing gloves?
A. normal depletion
B. intellectual stimulation
C. sensory gratification
D. social approval
E. problem removal
Question 3
The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.
A. bruising
B. frequency
C. depth
D. reach
E. impact
Question 4
The practice of using call centers, where employees receive calls from customers and provide service by taking orders and answering queries, is called ________.
A. customer response marketing
B. reactive marketing
C. guerilla marketing
D. inbound telemarketing
E. internal marketing
Question 5
Two-sided messages are more effective with more educated audiences and those who are initially opposed.
A. true
B. false
C. hmmm… I’m thinking one side, no, maybe the other side, no…
Question 6
When planning communications for a detergent brand, which of the following sequences of buyer responses should the marketer choose on which to base the communications model?
A. learn-do-feel
B. feel-learn-do
C. do-feel-learn
D. feel-do-learn
E. learn-feel-do
uestion 7
All response hierarchy models of the communication process assume the buyer passes through cognitive, affective, and behavioral stages, in that order. Which of the following product categories lends itself most appropriately to such a “learn-feel-do” sequence?
A. personal computer
B. clothes
C. real estate
D. air tickets
E. dish-washers
Question 8
Communications effectiveness depends solely on the content of a message, irrespective of how it is expressed.
A. true
B. false
C. maybe, like, you know, just maybe
Question 9
Which of the following circumstances are best suited for the use of personal selling?
A. when the market has fewer and larger sellers
B. when the products used are simple and easy-to-use
C. when prospective customers are spread across a wide geographic area
D. when there is minimal risk involved in buying or using the products
E. when the products being marketed are inexpensive and easily available
Question 10
________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.
A. Subliminal advertising
B. Puffery
C. Boosterism
D. Astroturfing
E. Doublethink
Question 11
Marketing communications budgets tend to be higher when ________.
A. there exists hardly any change in the marketing program over time
B. there is high channel support
C. there are infrequent product purchases in large quantities
D. there are many easily-reachable customer spread over small geographic territories
E. there are differentiated products and nonhomogeneous customer needs
Question 12
________ aims to create brand awareness and knowledge of new products or new features of existing products.
A. Reinforcement advertising
B. Reminder advertising
C. Persuasive advertising
D. Corporate advertising
E. Informative advertising
Question 13
LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. Which of the following sequences of consumer responses is relevant as a marketing communications model for LCH’s products?
A. do-feel-learn
B. feel-learn-do
C. do-learn-feel
D. feel-do-learn
E. learn-do-feel
Question 14
One-sided presentations that praise a product are found to be more effective than two-sided arguments that also mention shortcomings.
A. true
B. false
C. bossy bossy
Question 15
The management of Raleigh Bicycles observes that the company’s selling costs are affected by the increased number of visits that the salespeople make to meet dealers. The company decides to reduce its personal selling costs by making sales calls to dealers via the telephone. This marketing strategy used by Raleigh is an example of ________.
A. inbound telemarketing
B. search marketing
C. internal marketing
D. paid-search marketing
E. outbound telemarketing
Question 16
The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.
A. reach
B. intensity
C. tedious
D. frequency
E. range
Question 17
Marketers can set communications objectives at any level of the hierarchy-of-effects model.
A. true
B. false
C. Well! I guess they think they can set anything anywhere, huh?
Question 18
Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models?
A. behavioral stage-affective stage-cognitive stage
B. affective stage-cognitive stage-behavioral stage
C. cognitive stage-affective stage-behavioral stage
D. affective stage-behavioral stage-cognitive stage
E. cognitive stage-behavioral stage-affective stage
Question 19
Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?
A. It discourages management from thinking of the relationship among communication cost, selling price, and profit per unit.
B. Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes with long-range planning.
C. By using a percentage-of-sales method, communication expenditures tend to be extremely high irrespective of what a company can afford.
D. The percentage-of-sales method views sales as the result in itself rather than the determiner of communications.
E. It discourages stability when competing firms spend approximately the same percentage of their sales on communications.
Question 20
Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications?
A. awareness-interest-evaluation-trial-adoption
B. knowledge-persuasion-decision-implementation-confirmation
C. exposure-reception-cognitive response-attitude-intention-behavior
D. attention-interest-desire-action
E. awareness-knowledge-liking-preference-conviction-purchase
Question 21
A “do-feel-learn” response sequence is considered appropriate when the audience has high involvement but perceives little or no differentiation within the product category.
A. true
B. false
C. Ooh, touchy-feely. I knew I liked Accounting better.
Question 22
In a one-sided message, presenting the strongest argument first arouses attention and interest, important in media where the audience often does not attend to the whole message.
A. true
B. false
C. yeah, but who wins?
Question 23
Though the target audience can be profiled in terms of demographic, psychographic, or behavioral segments, it is often useful to do so in terms of usage and loyalty.
A. true
B. false
C. I don’t know. I’m too loyal to my thoughts to express them.
Question 24
The “Got Milk” campaign was intended to boost the sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The “Got Milk?” campaign an example of ________.
A. informational advertising
B. comparative advertising
C. reminder advertising
D. reinforcement advertising
E. institutional advertising
Question 25
Personal selling refers to people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.
A. true
B. false
C. I don’t know. My cat told me not to study.