Question 1

Which type of advertising promotes a company as a whole rather than individual products?

Accepted Answer

A)   retail advertising
B)   advocacy advertising
C)   local advertising
D)   corporate advertising
E)   public service advertising

Question 2

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Accepted Answer

A)   sourcing
B)   messaging
C)   encoding
D)   signifying
E)   sending

Question 3

A television commercial for Post Select cereal is an example of which of the following?

Accepted Answer

A)   product advertising
B)   institutional advertising
C)   sales promotion
D)   direct selling
E)   retail advertising

Question 4

Which of the following is NOT one of the four main roles performed by marketing communication?

Accepted Answer

A)   to inform
B)   to entertain
C)   to persuade
D)   to remind
E)   to build relationships

Question 5

Which of the following is true of advocacy advertising?

Accepted Answer

A)   It is also known as public-service advertising.
B)   It is primarily used to support sales promotion activities.
C)   It is used only for non-profit causes.
D)   It is intended to inform customers about a new product.
E)   It is intended to influence public opinion.

Question 6

Which of the following is NOT a step in the hierarchy of effects?

Accepted Answer

A)   create awareness
B)   inform the market
C)   create demand
D)   create desire
E)   build loyalty

Question 7

The series of steps through which a marketer attempts to guide a consumer is called the ________.

Accepted Answer

A)   promotional mix
B)   marketing mix
C)   hierarchy of effects
D)   AIDA model
E)   push-pull model

Question 8

Which of the following should be the first step of developing an advertising campaign?

Accepted Answer

A)   set the budget objectives
B)   establish the advertising message
C)   understand the target audience
D)   draft the creative brief
E)   select the execution format

Question 9

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Accepted Answer

A) True 
 B)False

Question 10

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________.

Accepted Answer

A)   viral marketing
B)   stealth marketing
C)   a push strategy
D)   a pull strategy
E)   public relations

Exam 13: Promotion I: Advertising: One to Many Marketing Communications

Which of the following should be the first step of developing an advertising campaign?

Correct Answer
verified

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Correct Answer
verified

Which of the following is NOT one of the four main roles performed by marketing communication?

Correct Answer
verified

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Correct Answer
verified

Which of the following is NOT a step in the hierarchy of effects?

Correct Answer
verified

Which type of advertising promotes a company as a whole rather than individual products?

Correct Answer
verified

Correct Answer
verified

The series of steps through which a marketer attempts to guide a consumer is called the ________.

Correct Answer
verified

A television commercial for Post Select cereal is an example of which of the following?

Correct Answer
verified

Which of the following is true of advocacy advertising?

Correct Answer
verified

Exam 13: Promotion I: Advertising: One to Many Marketing Communications

Which of the following should be the first step of developing an advertising campaign?

Correct AnswerverifiedShow Answer

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the four main roles performed by marketing communication?

Correct AnswerverifiedShow Answer

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Correct AnswerverifiedShow Answer

Which of the following is NOT a step in the hierarchy of effects?

Correct AnswerverifiedShow Answer

Which type of advertising promotes a company as a whole rather than individual products?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The series of steps through which a marketer attempts to guide a consumer is called the ________.

Correct AnswerverifiedShow Answer

A television commercial for Post Select cereal is an example of which of the following?

Correct AnswerverifiedShow Answer

Which of the following is true of advocacy advertising?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified