MKT304 FE Exam Actual Questions and Answers 2024/2025 Solved 100%

MKT304 FE Exam Actual Questions and Answers 2024/2025 Solved 100% 24. Marketing planning and reward systems may lead to an increase in the use of sales promotion because sales promotions encourage: a. marketing managers not to use promotions to help get orders from retailers. b. managers to use advertising to build brand equity. c. long-term increased sales of the companies. d. the use of price-oriented promotions to generate short-term sales. e. managers to use consumer-oriented sales promotion to meet long-term performance goals. - answerd According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A. product benefits. B. brand personality C. feelings or emotional attachments to the brand D. rational motive E. competitive advantage over similar products in the market - answerC CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in order to help them capture the attention and interest of the consumers. Through this, the ad illustrates the application of: A. ad-to-consumer relevance. B. brand-to-consumer relevance. C. positioning strategy. D. inherent drama. E. an animatic. - answerA A commercial for Omachi shows singer My Linh preparing breakfast for her husband and children. She also talks about her point of view in choosing appropriate noodles for her family. This commercial is effective in part because it utilizes _____ and _____ . Select one or more: a. slice-of-life b. spokesperson-oriented c. celebrity expertise d. reputational e. power-based - answerb c _______occur when a company pays to sponsor a section of a site. A. Paid searches B. Interstitials C. Regular sponsorships D. Content sponsorships E. Irregular sponsorships - answerC Advertisers can prevent consumers from zapping commercials by: A. introducing "commercial-free" programming. B. producing commercials that are meaningful and that attract and hold attention. C. devising shorter commercial formats. D. using product placements. E. advertising more on cable television. - answerb Company A is a major participant in the advertising and promotion process. It attracts various others companies who buy space and time with them which they can provide at discounted rates. Company A helps these companies reach the target market effectively with the message. Company A is a(n): A. advertiser. B. advertising agency. C. media organization. D. full service agency. E. consultancy. - answerb When we mention _____, it refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations. a. syndication b. regional advertising c. spot advertising d. network advertising e. sponsorship - answerc Measuring the effectiveness of PR activities provides which of the following advantages? A. It helps deal with the problem of clutter. B. It reduces the high absolute costs connected with PR activities. C. It helps in reaching specific audience groups. D. It helps in completing the communication process. E. It gives management a way to judge the quality of public relations achievements and activities. - answere Companies prefer sponsorship arrangements for buying advertising time because: A. it allows companies to capitalize on the image of a high-quality program. B. it gives the advertiser less control over the placement and the length of its commercials. C. it is relatively inexpensive. D. sponsoring a show enables the advertiser to run more commercials per hour since time regulations do not apply. E. it broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots. - answerA Disadvantages inherent in the use direct marketing include: A. difficulty in obtaining effectiveness measurements. B. poor image factors. C. lack of flexibility. D. difficulty in acquiring TV time. E. lack of personalization - answerb One of the primary advantages of using magazin