©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
MKG 420 Midterm Questions With Correct
Answers
When a company deliberately coordinates and integrates messages from a variety of sources
about its products or brands, it is practicing _____. - answer✔Integrated Marketing
Communications
To succeed, companies must focus on managing loyalty among carefully chosen customers and
stakeholders because: - answer✔No amount of advertising can win back a customer lost from
shoddy products or poor service
In a(n) _____, a salesperson sells products and encourages customers to call if they encounter
any problems. - answer✔Reactive Relationship
In a(n) _____, the company works continuously with customers (and other stakeholders) to
discover ways to deliver better value. - answer✔Partnership
Which is true about a company's stakeholders? - answer✔There is often significant overlap in
stakeholder roles.
According to Nowak and Phelps, which of the following tactics does the IMC approach focus
on? - answer✔Less emphasis on advertising via the mass media
Ensuring the various marketing mix elements such as advertising direct-response, sales
promotions, and the like, work together is referred to as _____. - answer✔Coordinated
Marketing Communications
_____ messages often have the least impact because they are seen as self-serving. -
answer✔Planned
According to the integration triangle, what is a "say" messages? - answer✔Planned messages
_____ is the structured and composed nonpersonal communication of information, usually paid
for and usually persuasive in nature, about products by identified sponsors through various
media. - answer✔Advertising
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
The company that is advertising a product or idea is known as the _____. - answer✔Sponsor
The _____, who are addressed by the ad's spokesperson, are not real. - answer✔Implied
A horse stable operator comes across an ad for a worming medicine in the local newspaper. He
decides to call the toll-free number provided in the ad to see if the company can deliver 40
doses of its worming medicine before Saturday morning. In the context of the advertising, this
is a form of _____. - answer✔Feedback
A firm's marketing activities are always aimed at a particular segment of the population called
the _____. - answer✔Target market
______ advertising is aimed at people who buy the product for their own or someone else's
use. - answer✔Consumer
Some products are publicized using _____, in which an ad claims the product is equal in quality
to higher priced brands. - answer✔Price advertising
Fresh Zone is a supermarket based in New York that has branches in two other states, Ohio and
Illinois. It uses _____, in which ads are placed in the local media or territorial editions of the
national media. - answer✔Regional advertising
Retailers that sell within one small trading area typically use _____ advertising often placed in
direct mail. - answer✔Local
In order to convey the benefits of sponsorship to a potential sponsor, a rodeo show would most
likely use _____. This enables the marketer to answer the prospect's questions on the spot. -
answer✔Personal selling
The drawback to personal selling is _____. - answer✔Its high cost
An ad promoting a company's mission or philosophy is called _____. - answer✔Nonproduct
advertising
Which of the following types of advertising is considered good at creating awareness and
credibility for a business firm at relatively low cost? - answer✔Public relations advertising
Which of the following is an assumption that characterizes a free-market economy? -
answer✔Self-interest
During the _____, the Chinese invented paper and Gutenberg invented the printing press in
Germany. - answer✔Pre-industrial age
2|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
Which famous English literary figure's observation that advertisements were so numerous that
they were "negligently perused" and that it had become necessary to gain attention "by
magnificence of promise", led to the beginning of puffery in advertising? - answer✔Samuel
Johnson
In the context of early advertising, the invention of the _____ made advertising via posters,
handbills, and signs possible. - answer✔Printing Press
In the industrial age, fresh mass markets developed for new and inexpensive brands of luxury
and convenience goods called _____. - answer✔Consumer packaged goods
An ad in a fitness magazine offered a 30-day, free, at-home trial of an exercise bicycle with free
shipping, and the option of returning the bicycle if the customer was not satisfied with it. The
primary function of the ad was to: - answer✔Induce customers to try the bicycle
During the 1800s, wholesalers placed ads in publications called _____ that informed retailers
about the sources of supply and shipping schedules for commodities - answer✔Price currents
Scientific Advertising, the bible of the era of salesmanship in the 1920s, was written by _____. -
answer✔Claude Hopkins
What is an example of product differentiation? - answer✔A manufacturer of cosmetics trying to
portray that its brands are not only different from its competitors but also superior in terms of
quality and variety
Which of the following strategies best describes a company's efforts to slow the demand for
cigarettes through public service messages? - answer✔Demarketing
Which of the following is the primary objective of demarketing? - answer✔To dampen demand
for products, especially those that create unwanted costs for society
In the context of advertising, market segmentation is the process of: - answer✔Searching for
unique groups of people whose needs could be addressed through more specialized products.
A product's unique selling proposition refers to: - answer✔A feature that differentiates it from
competitive products.
_____ is an effective way to separate a particular brand from its competitors by associating that
brand with a particular set of customer needs that rank high on the consumer's priority list. -
answer✔Positioning strategy
Gold Sheen, a cosmetic company, introduced a new range of herbal cosmetics in a market
largely dominated by non-herbal products. Aware of the growing customer concern
3|Page
11/16/2024 10:16 AM
MKG 420 Midterm Questions With Correct
Answers
When a company deliberately coordinates and integrates messages from a variety of sources
about its products or brands, it is practicing _____. - answer✔Integrated Marketing
Communications
To succeed, companies must focus on managing loyalty among carefully chosen customers and
stakeholders because: - answer✔No amount of advertising can win back a customer lost from
shoddy products or poor service
In a(n) _____, a salesperson sells products and encourages customers to call if they encounter
any problems. - answer✔Reactive Relationship
In a(n) _____, the company works continuously with customers (and other stakeholders) to
discover ways to deliver better value. - answer✔Partnership
Which is true about a company's stakeholders? - answer✔There is often significant overlap in
stakeholder roles.
According to Nowak and Phelps, which of the following tactics does the IMC approach focus
on? - answer✔Less emphasis on advertising via the mass media
Ensuring the various marketing mix elements such as advertising direct-response, sales
promotions, and the like, work together is referred to as _____. - answer✔Coordinated
Marketing Communications
_____ messages often have the least impact because they are seen as self-serving. -
answer✔Planned
According to the integration triangle, what is a "say" messages? - answer✔Planned messages
_____ is the structured and composed nonpersonal communication of information, usually paid
for and usually persuasive in nature, about products by identified sponsors through various
media. - answer✔Advertising
1|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
The company that is advertising a product or idea is known as the _____. - answer✔Sponsor
The _____, who are addressed by the ad's spokesperson, are not real. - answer✔Implied
A horse stable operator comes across an ad for a worming medicine in the local newspaper. He
decides to call the toll-free number provided in the ad to see if the company can deliver 40
doses of its worming medicine before Saturday morning. In the context of the advertising, this
is a form of _____. - answer✔Feedback
A firm's marketing activities are always aimed at a particular segment of the population called
the _____. - answer✔Target market
______ advertising is aimed at people who buy the product for their own or someone else's
use. - answer✔Consumer
Some products are publicized using _____, in which an ad claims the product is equal in quality
to higher priced brands. - answer✔Price advertising
Fresh Zone is a supermarket based in New York that has branches in two other states, Ohio and
Illinois. It uses _____, in which ads are placed in the local media or territorial editions of the
national media. - answer✔Regional advertising
Retailers that sell within one small trading area typically use _____ advertising often placed in
direct mail. - answer✔Local
In order to convey the benefits of sponsorship to a potential sponsor, a rodeo show would most
likely use _____. This enables the marketer to answer the prospect's questions on the spot. -
answer✔Personal selling
The drawback to personal selling is _____. - answer✔Its high cost
An ad promoting a company's mission or philosophy is called _____. - answer✔Nonproduct
advertising
Which of the following types of advertising is considered good at creating awareness and
credibility for a business firm at relatively low cost? - answer✔Public relations advertising
Which of the following is an assumption that characterizes a free-market economy? -
answer✔Self-interest
During the _____, the Chinese invented paper and Gutenberg invented the printing press in
Germany. - answer✔Pre-industrial age
2|Page
, ©BRIGHTSTARS EXAM SOLUTIONS
11/16/2024 10:16 AM
Which famous English literary figure's observation that advertisements were so numerous that
they were "negligently perused" and that it had become necessary to gain attention "by
magnificence of promise", led to the beginning of puffery in advertising? - answer✔Samuel
Johnson
In the context of early advertising, the invention of the _____ made advertising via posters,
handbills, and signs possible. - answer✔Printing Press
In the industrial age, fresh mass markets developed for new and inexpensive brands of luxury
and convenience goods called _____. - answer✔Consumer packaged goods
An ad in a fitness magazine offered a 30-day, free, at-home trial of an exercise bicycle with free
shipping, and the option of returning the bicycle if the customer was not satisfied with it. The
primary function of the ad was to: - answer✔Induce customers to try the bicycle
During the 1800s, wholesalers placed ads in publications called _____ that informed retailers
about the sources of supply and shipping schedules for commodities - answer✔Price currents
Scientific Advertising, the bible of the era of salesmanship in the 1920s, was written by _____. -
answer✔Claude Hopkins
What is an example of product differentiation? - answer✔A manufacturer of cosmetics trying to
portray that its brands are not only different from its competitors but also superior in terms of
quality and variety
Which of the following strategies best describes a company's efforts to slow the demand for
cigarettes through public service messages? - answer✔Demarketing
Which of the following is the primary objective of demarketing? - answer✔To dampen demand
for products, especially those that create unwanted costs for society
In the context of advertising, market segmentation is the process of: - answer✔Searching for
unique groups of people whose needs could be addressed through more specialized products.
A product's unique selling proposition refers to: - answer✔A feature that differentiates it from
competitive products.
_____ is an effective way to separate a particular brand from its competitors by associating that
brand with a particular set of customer needs that rank high on the consumer's priority list. -
answer✔Positioning strategy
Gold Sheen, a cosmetic company, introduced a new range of herbal cosmetics in a market
largely dominated by non-herbal products. Aware of the growing customer concern
3|Page
