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1 | |
Which of the following statements about the "Army of One" advertising campaign is true? |
| | A) | The U.S. Army discovered integrated marketing communications was ineffective with nonprofit organizations. |
| | B) | The Army made a mistake when it replaced its "Be All You Can Be" slogan. |
| | C) | The Army campaign made no use of online recruiting techniques. |
| | D) | The advertising campaign was criticized as unethical because it glamorized military life. |
| | E) | None of the above statements about the "Army of One" advertising campaign is true. |
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2 | |
For those people who are having trouble finding just the right sofa, davenport, or divan, hot designer Mitchell Gold offers a special order-by-the-inch option. Consumers can choose the style, fabric and exact length they need from 60 inches to 210 inches. Mitchell Gold is using: |
| | A) | mass marketing |
| | B) | an information marketing system |
| | C) | mass customization |
| | D) | relationship marketing |
| | E) | batch processing |
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3 | |
Which of the following statements about the evolution of integrated marketing communications (IMC) is true? |
| | A) | Marketers who wanted to use IMC wanted promotional synergy. |
| | B) | The advertising industry initially thought IMC was just a fad. |
| | C) | IMC supports the notion that customers' perceptions of a company are a synthesis of all of the messages they receive or contact they have with the company. |
| | D) | With the advent of IMC, marketers began using terms like orchestration and seamless communication. |
| | E) | All of the above following statements about the evolution of integrated marketing communications (IMC) are true. |
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4 | |
How did integrated marketing communications (IMC) revolutionize the role of marketing? |
| | A) | IMC shifted marketplace power from retailers to manufacturers. |
| | B) | IMC led to increasing dependence on the advertising element of the promotion mix. |
| | C) | IMC led to the rapid growth and development of database marketing. |
| | D) | IMC created a lessening need for advertising agencies to be accountable for their actions. |
| | E) | All of the above statements describe how integrated marketing communications (IMC) revolutionize the role of marketing. |
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5 | |
Soccer is the one of the most popular sports in Japan. Yahoo dispatched a Yahoo Interactive Soccer Team dressed in Yahoo's trademark colors to the streets of Tokyo. The members of the team were equipped with Web-enabled cell phones and notebook computers to give World Cup updates to soccer fans, and at the same time, to introduce consumers to Yahoo's new line of cell phones. |
| | A) | mass media communication |
| | B) | mass customization |
| | C) | buzz marketing |
| | D) | a market divestment strategy |
| | E) | relationship management |
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6 | |
Which of the following statements about branding is true? |
| | A) | Organizations should not provide the same level of promotion to brands during recessions as they do during times of prosperity. |
| | B) | A brand can be described as a promise to the customer. |
| | C) | Companies trying to sell their products internationally do not benefit from having a strong brand name. |
| | D) | The appeal of recognized brand names is declining. |
| | E) | Many organizations view the process of creating and maintaining a strong brand as a liability. |
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7 | |
____ advertising would focus on creating a demand for Milk Bone dog biscuits. |
| | A) | Selective-demand |
| | B) | Direct |
| | C) | Trade |
| | D) | Primary-demand |
| | E) | Secondary-demand |
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8 | |
The ad for Gills onions in Fresh Cut, a publication for people in the grocery business, encouraged produce managers to stock up on the product. The ad is an example of _____ advertising. |
| | A) | consumer |
| | B) | trade |
| | C) | cooperative |
| | D) | comparative |
| | E) | primary demand |
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9 | |
During early 2003, consumers could get a free Bart Simpson watch if they collected and mailed in three UPCs from boxes of Kellogg's cereal. The watch is an example of: |
| | A) | sponsorship |
| | B) | interactive marketing |
| | C) | direct-order advertising |
| | D) | sales promotion |
| | E) | exchange advertising |
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10 | |
SoBe beverages was a major sponsor of the Gravity Games, which included contestants performing 360-degree turns in mid-air while on motorcycles, competitive skateboarding, and other extreme sports. Its co-sponsorship of this event would be an example of what kind of promotional activity? |
| | A) | trade advertising |
| | B) | direct marketing |
| | C) | personal selling |
| | D) | primary-demand advertising |
| | E) | publicity |
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11 | |
A marketing plan typically contains: |
| | A) | a human resources replacement chart |
| | B) | a PERT table |
| | C) | a detailed situation analysis |
| | D) | a code of ethics |
| | E) | a list of top management salaries and perquisites |
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12 | |
During an internal analysis of PSA Peugeot Citroën, Europe's second-biggest car manufacturer, the company would have discovered: |
| | A) | a potential market in the United States |
| | B) | the image of the company as an efficient manufacturer |
| | C) | how European competition from Volkswagen is impacting the company's growth |
| | D) | untapped target markets |
| | E) | all of the above |
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13 | |
The external analysis of the situational analysis would NOT examine: |
| | A) | current demographic trends |
| | B) | a company's positioning strategy relative to its competition |
| | C) | how a company communicates with its customers |
| | D) | the key benefits of the company's products |
| | E) | who buys its products |
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