MAR 3023 exam 4 |40 Questions with Solutions
In 2019 the Corn Refiners Association launched a series of ads to encourage consumers not
to be afraid of high-fructose corn syrup which is found in many products made by many
different companies. These ads would best be described as what kind of advertising? - -
pioneer advertising
-Cannondale is a cycling brand known around the world. To increase awareness of a new
hybrid bike, Cannondale bought an ad in the 1997 Superbowl which was seen by over 112
million people. This would be the ___________ of the ad. - -reach
-Which of the following is NOT true about publicity?
A. Publicity is designed to be positive.
B. Publicity is less powerful than PR.
C. Publicity is largely controlled by the firm.
D. All of the above are not true about publicity. - -D. All of the above are not true about
publicity.
-Which of the following is a goal of integrated marketing communications?
A. Communicate a consistent message to customers
B. Coordinate marketing messages to be logically connected
C. Synchronize the messages across different channels
D. All of the above - -D. All of the above
-Kai does not own a mountain bike, he really likes Trek bikes. He follows Trek on
Instagram, watches their videos on YouTube, and even has a Trek sticker on his water
bottle. Kai is at which stage of responding to a firm's marketing communications? - -
affective stage
-Pharmaceutical companies invest a significant amount of money in television
commercials. This goal of communicating directly with the end user about the benefits of
their medications is classified as which of the following? - -a pull strategy
-Which of the following products has the most elastic demand? - -Maui Jim Sunglasses
-Which of the following is true about marginal analysis? - -examines the resulting cost and
revenue after the volume of production modifies by a single unit.
-Ella needs to buy cleaning products to detail her new car. She doesn't know much about
auto detailing, but she's aware that she'll need several different types of cleaners. Ella
decides to buy a car cleaning kit from the brand Chemical Guys because she can get
everything she needs in this package. Which type of strategy did Chemical Guys use to
market their product? - -bundling
In 2019 the Corn Refiners Association launched a series of ads to encourage consumers not
to be afraid of high-fructose corn syrup which is found in many products made by many
different companies. These ads would best be described as what kind of advertising? - -
pioneer advertising
-Cannondale is a cycling brand known around the world. To increase awareness of a new
hybrid bike, Cannondale bought an ad in the 1997 Superbowl which was seen by over 112
million people. This would be the ___________ of the ad. - -reach
-Which of the following is NOT true about publicity?
A. Publicity is designed to be positive.
B. Publicity is less powerful than PR.
C. Publicity is largely controlled by the firm.
D. All of the above are not true about publicity. - -D. All of the above are not true about
publicity.
-Which of the following is a goal of integrated marketing communications?
A. Communicate a consistent message to customers
B. Coordinate marketing messages to be logically connected
C. Synchronize the messages across different channels
D. All of the above - -D. All of the above
-Kai does not own a mountain bike, he really likes Trek bikes. He follows Trek on
Instagram, watches their videos on YouTube, and even has a Trek sticker on his water
bottle. Kai is at which stage of responding to a firm's marketing communications? - -
affective stage
-Pharmaceutical companies invest a significant amount of money in television
commercials. This goal of communicating directly with the end user about the benefits of
their medications is classified as which of the following? - -a pull strategy
-Which of the following products has the most elastic demand? - -Maui Jim Sunglasses
-Which of the following is true about marginal analysis? - -examines the resulting cost and
revenue after the volume of production modifies by a single unit.
-Ella needs to buy cleaning products to detail her new car. She doesn't know much about
auto detailing, but she's aware that she'll need several different types of cleaners. Ella
decides to buy a car cleaning kit from the brand Chemical Guys because she can get
everything she needs in this package. Which type of strategy did Chemical Guys use to
market their product? - -bundling
