Q1. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________.
(a) salesperson; customer
(b) fund-raiser; contributor
(c) politician; voter
(d) marketer; prospect
(e) celebrity; audience
Q2. Marketers often use the term ________ to cover various groupings of customers.
(b) buying power
(c) demographic segment
(d) social class position
Q3. Increasingly, new-product ideas arise from ________ that combines two product concepts or ideas to create a new offering, such as cereal bars, which combine cereal and snacking.
(a) reverse assumption analysis
(b) lateral marketing
(c) attribute listing
(d) forced relationships
(e) morphological analysis
Q4. Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or ________.
(a) create interest
(c) create demand
Q5. In choosing the proper media to carry the message, advertisers must decide on ________.
(a) strategy, users, and media
(b) target markets, users, and heavy users
(c) markets, target markets, and consumers
(d) reach, impact, and television stations
(e) reach, frequency, and impact
Q6. A company has to decide on how to allocate its advertising budget over space as well as over time. A company makes “spot buys” when it buys TV time in just a few markets or in regional editions of magazines. These markets are called ________.
(a) areas of dominant influence
(b) trading areas
(c) short-term marketing opportunities
(e) none of the above
Q7. When two or more brands or companies team up on coupons, refunds, and contests to increase pulling power, it is called ________.
(a) price packs
(b) frequency promotions
(c) team promoting
(d) tie-in promotions
Q8. 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
Q9. 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
Q10. 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
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