MKTG 352 EXAM #2 QUESTIONS & ANSWERS
The "effective frequency" for optimal audience exposure to a message for retention and
learning to occur is: - Answer -7
To be effective, marketing objectives must be all of the following EXCEPT: - 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. - Answer -
Circus
The ______ method of scheduling media alternates periods of advertising with periods
of no advertising. - 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: - 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? - Answer -Product Attribute
Media planners need to take a look at each of the following questions when determining
which media to use EXCEPT: - 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. - 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. - Answer -Explorer
In the SWOT analysis, these two categories focus on external environmental factors -
things a company must respond to. - Answer -Opportunities and Threats
The _____ type of headline is used to pique the reader's curiosity - to stimulate thought.
- Answer -Provocation
Which statement is NOT true of how IMC is related to sales and profits? - Answer -
Minimal advertising expenditures have an effect on sales
The "effective frequency" for optimal audience exposure to a message for retention and
learning to occur is: - Answer -7
To be effective, marketing objectives must be all of the following EXCEPT: - 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. - Answer -
Circus
The ______ method of scheduling media alternates periods of advertising with periods
of no advertising. - 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: - 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? - Answer -Product Attribute
Media planners need to take a look at each of the following questions when determining
which media to use EXCEPT: - 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. - 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. - Answer -Explorer
In the SWOT analysis, these two categories focus on external environmental factors -
things a company must respond to. - Answer -Opportunities and Threats
The _____ type of headline is used to pique the reader's curiosity - to stimulate thought.
- Answer -Provocation
Which statement is NOT true of how IMC is related to sales and profits? - Answer -
Minimal advertising expenditures have an effect on sales
