MOS 2320 Introduction to Marketing
_____________EXAM PREP____________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an 1)
identified sponsor is called ________.
A) sales promotion
B) personal selling
C) advertising
D) public relations
E) direct marketing
2) All of the following are important decisions during the process of developing an advertising 2)
program EXCEPT ________.
A) setting the advertising budget
B) selecting a target market
C) evaluating advertising campaigns
D) setting advertising objectives
E) developing advertising strategy
3) Advertising ________ define the task that advertising must accomplish with a specific target 3)
audience during a specific period of time.
A) evaluations
B) objectives
C) budgets
D) strategies
E) campaigns
4) An advertising objective is classified by its primary purpose, which is to inform, persuade, or 4)
________.
A) remind B) convince C) explain D) compete E) encourage
5) Which of the following is an objective of informative advertising? 5)
A) build brand preference
B) encourage customers to switch brands
C) change customer perceptions of brand value
D) keep brand in customer minds during off-seasons
E) suggest new uses for a product
6) What is one of the primary goals of reminder advertising? 6)
A) build brand preference
B) restore company image
C) inform the market of a price change
D) correct false impressions
E) maintain customer relationships
1
, 7) When the advertising objective is to build primary demand for a new product category, ________ 7)
advertising will most likely be used.
A) persuasive
B) institutional
C) patronage
D) comparative
E) informative
8) ________ advertising becomes more important as competition increases. The companyʹs objective 8)
is to build selective demand.
A) Reminder-oriented
B) Informative
C) POP promotion
D) Persuasive
E) Patronage
9) Persuasive advertising becomes ________ advertising when a company directly or indirectly 9)
compares its brand with one or more other brands.
A) comparative
B) informative
C) reminder
D) POP promotion
E) institutional
10) What is a potential problem associated with comparative advertising? 10)
A) Consumers confuse the positive and negative aspects of the brands involved in the ad war.
B) Competitors develop new and improved products in an attempt to win the advertising
contest.
C) Consumers are bombarded with competing ads, which causes them to leave the market
completely.
D) Consumers alternate between competing products and never develop brand loyalties.
E) Competitors respond with their own ads, which often results in negative publicity for both
brands.
11) A product in the maturity stage will often require ________ advertising. 11)
A) reminder
B) persuasive
C) comparative
D) cooperative
E) informative
12) Familiar products such as Coca-Cola are more likely to use ________. 12)
A) informative advertising
B) reminder advertising
C) institutional advertising
D) persuasive advertising
E) comparative advertising
2
, 13) After determining its advertising objectives, the companyʹs next step in developing an advertising 13)
program is to ________.
A) set its advertising budget
B) plan its advertising campaign
C) determine the media vehicle
D) use cash refund offers
E) develop its message strategy
14) All of the following require high advertising budgets EXCEPT ________. 14)
A) low-share brands
B) products in competitive markets
C) undifferentiated brands
D) new products
E) mature brands
15) Which of the following may require heavy advertising in order to be set apart from similar 15)
products?
A) flanker brands
B) specialty brands
C) mature brands
D) international brands
E) undifferentiated brands
16) Some large corporations have developed ________ to help determine the optimal investment 16)
across various media; such tools are useful when determining the relationship between
promotional spending and brand sales.
A) advertising budgets
B) impact studies
C) statistical models
D) advertising strategies
E) sales techniques
17) Which of the following is an element of developing an advertising strategy? 17)
A) using sophisticated statistical models
B) evaluating advertising campaigns
C) setting the advertising budget
D) selecting advertising media
E) setting advertising objectives
18) Soaring media costs, focused target marketing strategies, and the growing array of new media 18)
have increased the importance of ________.
A) branded entertainment
B) competitive parity
C) humor in advertisements
D) advertising budget objectives
E) media planning
3
_____________EXAM PREP____________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an 1)
identified sponsor is called ________.
A) sales promotion
B) personal selling
C) advertising
D) public relations
E) direct marketing
2) All of the following are important decisions during the process of developing an advertising 2)
program EXCEPT ________.
A) setting the advertising budget
B) selecting a target market
C) evaluating advertising campaigns
D) setting advertising objectives
E) developing advertising strategy
3) Advertising ________ define the task that advertising must accomplish with a specific target 3)
audience during a specific period of time.
A) evaluations
B) objectives
C) budgets
D) strategies
E) campaigns
4) An advertising objective is classified by its primary purpose, which is to inform, persuade, or 4)
________.
A) remind B) convince C) explain D) compete E) encourage
5) Which of the following is an objective of informative advertising? 5)
A) build brand preference
B) encourage customers to switch brands
C) change customer perceptions of brand value
D) keep brand in customer minds during off-seasons
E) suggest new uses for a product
6) What is one of the primary goals of reminder advertising? 6)
A) build brand preference
B) restore company image
C) inform the market of a price change
D) correct false impressions
E) maintain customer relationships
1
, 7) When the advertising objective is to build primary demand for a new product category, ________ 7)
advertising will most likely be used.
A) persuasive
B) institutional
C) patronage
D) comparative
E) informative
8) ________ advertising becomes more important as competition increases. The companyʹs objective 8)
is to build selective demand.
A) Reminder-oriented
B) Informative
C) POP promotion
D) Persuasive
E) Patronage
9) Persuasive advertising becomes ________ advertising when a company directly or indirectly 9)
compares its brand with one or more other brands.
A) comparative
B) informative
C) reminder
D) POP promotion
E) institutional
10) What is a potential problem associated with comparative advertising? 10)
A) Consumers confuse the positive and negative aspects of the brands involved in the ad war.
B) Competitors develop new and improved products in an attempt to win the advertising
contest.
C) Consumers are bombarded with competing ads, which causes them to leave the market
completely.
D) Consumers alternate between competing products and never develop brand loyalties.
E) Competitors respond with their own ads, which often results in negative publicity for both
brands.
11) A product in the maturity stage will often require ________ advertising. 11)
A) reminder
B) persuasive
C) comparative
D) cooperative
E) informative
12) Familiar products such as Coca-Cola are more likely to use ________. 12)
A) informative advertising
B) reminder advertising
C) institutional advertising
D) persuasive advertising
E) comparative advertising
2
, 13) After determining its advertising objectives, the companyʹs next step in developing an advertising 13)
program is to ________.
A) set its advertising budget
B) plan its advertising campaign
C) determine the media vehicle
D) use cash refund offers
E) develop its message strategy
14) All of the following require high advertising budgets EXCEPT ________. 14)
A) low-share brands
B) products in competitive markets
C) undifferentiated brands
D) new products
E) mature brands
15) Which of the following may require heavy advertising in order to be set apart from similar 15)
products?
A) flanker brands
B) specialty brands
C) mature brands
D) international brands
E) undifferentiated brands
16) Some large corporations have developed ________ to help determine the optimal investment 16)
across various media; such tools are useful when determining the relationship between
promotional spending and brand sales.
A) advertising budgets
B) impact studies
C) statistical models
D) advertising strategies
E) sales techniques
17) Which of the following is an element of developing an advertising strategy? 17)
A) using sophisticated statistical models
B) evaluating advertising campaigns
C) setting the advertising budget
D) selecting advertising media
E) setting advertising objectives
18) Soaring media costs, focused target marketing strategies, and the growing array of new media 18)
have increased the importance of ________.
A) branded entertainment
B) competitive parity
C) humor in advertisements
D) advertising budget objectives
E) media planning
3
