MKTG 352 Exam #2 Question and
answers 100% correct 2025/2026
The "effective frequency" for optimal audience exposure to a message for retention and learning to
occur is: - correct answer ✔7
To be effective, marketing objectives must be all of the following EXCEPT: - correct answer ✔Relatable
This ad layout that is characterized by multiple illustrations, oversized type, reverse blocks, and other
gimmicks to bring the ad to life and make it interesting. - correct answer ✔Circus
The ______ method of scheduling media alternates periods of advertising with periods of no advertising.
- correct answer ✔Flighting
What is shown is just as important as what is said - sometimes more. Design is critical in doing all of the
following EXCEPT: - correct answer ✔Provides message details
Kevin is working to position his new active wear line in the marketplace. He has chosen to stress the
"flexibility" feature of the new fabric in the marketing campaign. This is an example of which type of
positioning strategy? - correct answer ✔Product Attribute
Media planners need to take a look at each of the following questions when determining which media to
use EXCEPT: - correct answer ✔What should the tag line be?
Madison serves as Marketing Manager for Denny's. The Director of Marketing has asked her to develop
a recommendation for how much to spend on advertising in 2019. Madison determines the marketing
activities that need to take place for the year and attaches a dollar amount to each one, then rolls those
up into a budget number. This is an example of the _____ method of budgeting. - correct answer
✔Objective/Task
, One of the hats creatives must wear is that of the _____. This requires them to examine the information
they have at hand and to seek new information to assist in brainstorming ideas to develop new
concepts. - correct answer ✔Explorer
In the SWOT analysis, these two categories focus on external environmental factors - things a company
must respond to. - correct answer ✔Opportunities and Threats
The _____ type of headline is used to pique the reader's curiosity - to stimulate thought. - correct
answer ✔Provocation
Which statement is NOT true of how IMC is related to sales and profits? - correct answer ✔Minimal
advertising expenditures have an effect on sales
Which of the following methods of developing an IMC budget is commonly used for new product
introductions? - correct answer ✔Share of Market/Share of Voice
All of these are true of subheads EXCEPT: - correct answer ✔Always appears below the headline
Many people purchase roses as a Valentine's Day gift for someone they love. There is an increase in the
number of ads for florist shops in January and February as companies try to create brand awareness for
their store in the minds of consumers thinking of placing an order. This is an example of segmentation
on the basis of: - correct answer ✔Purchase Occasion
______ is the software most designers use for page layout and creating an ad. - correct answer
✔InDesign
The ______ is the member of the creative team that does hands-on work on the non-verbal elements of
the campaign - how it looks and feels - correct answer ✔Art Director
answers 100% correct 2025/2026
The "effective frequency" for optimal audience exposure to a message for retention and learning to
occur is: - correct answer ✔7
To be effective, marketing objectives must be all of the following EXCEPT: - correct answer ✔Relatable
This ad layout that is characterized by multiple illustrations, oversized type, reverse blocks, and other
gimmicks to bring the ad to life and make it interesting. - correct answer ✔Circus
The ______ method of scheduling media alternates periods of advertising with periods of no advertising.
- correct answer ✔Flighting
What is shown is just as important as what is said - sometimes more. Design is critical in doing all of the
following EXCEPT: - correct answer ✔Provides message details
Kevin is working to position his new active wear line in the marketplace. He has chosen to stress the
"flexibility" feature of the new fabric in the marketing campaign. This is an example of which type of
positioning strategy? - correct answer ✔Product Attribute
Media planners need to take a look at each of the following questions when determining which media to
use EXCEPT: - correct answer ✔What should the tag line be?
Madison serves as Marketing Manager for Denny's. The Director of Marketing has asked her to develop
a recommendation for how much to spend on advertising in 2019. Madison determines the marketing
activities that need to take place for the year and attaches a dollar amount to each one, then rolls those
up into a budget number. This is an example of the _____ method of budgeting. - correct answer
✔Objective/Task
, One of the hats creatives must wear is that of the _____. This requires them to examine the information
they have at hand and to seek new information to assist in brainstorming ideas to develop new
concepts. - correct answer ✔Explorer
In the SWOT analysis, these two categories focus on external environmental factors - things a company
must respond to. - correct answer ✔Opportunities and Threats
The _____ type of headline is used to pique the reader's curiosity - to stimulate thought. - correct
answer ✔Provocation
Which statement is NOT true of how IMC is related to sales and profits? - correct answer ✔Minimal
advertising expenditures have an effect on sales
Which of the following methods of developing an IMC budget is commonly used for new product
introductions? - correct answer ✔Share of Market/Share of Voice
All of these are true of subheads EXCEPT: - correct answer ✔Always appears below the headline
Many people purchase roses as a Valentine's Day gift for someone they love. There is an increase in the
number of ads for florist shops in January and February as companies try to create brand awareness for
their store in the minds of consumers thinking of placing an order. This is an example of segmentation
on the basis of: - correct answer ✔Purchase Occasion
______ is the software most designers use for page layout and creating an ad. - correct answer
✔InDesign
The ______ is the member of the creative team that does hands-on work on the non-verbal elements of
the campaign - how it looks and feels - correct answer ✔Art Director
