MKG 420 MIDTERM EXAM|BRAND
NEW EXAM QUESTIONS AND CORRECT
ANSWERS ALL GRADED
A+|GUARANTEED SUCCESS|LATEST
UPDATE 2024-2025
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
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
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 surrounding the overuse of chemicals in beauty products, Gold Sheen's
strategy was to associate its brand with long-term safety that ranked high on
consumers' priority list. Which of the following strategies does Gold Sheen use in this
instance? - ANSWER-✔Positioning strategy
During the postindustrial age, a growing affluence and sophistication of the
consuming public characterized the marketing world of that time period in America.
This trend was led by the _____. - ANSWER-✔Baby boomer generation
_____ created a social media company called Facebook. - ANSWER-✔Mark
Zuckerberg
Who among the following developed AdWords, an advertising program for Google?
- ANSWER-✔Page and Brin
The record decline in advertising activity in America in 2001 resulted from: -
ANSWER-✔A mild recession, a weak stock market and the burst of the dot-com
In the context of advertising, which of the following refers to a major feature of TiVo?
- ANSWER-✔The ability to target potential customers and measure effectiveness
against that target
What significantly contributed and eventually led to the declines in music sales in
the recording industry in the postindustrial age? - ANSWER-✔File-sharing
technologies
Which of the following is true about the impact of advertising on the society and the
economy? - ANSWER-✔Advertising has been a major factor in improving the
standard of living in the United States and around the world.
Simon Bates, a market analyst, believes that advertising sometimes causes prices of
products to increase which, in turn, affect consumer demand adversely. In this
instance, Bates is focusing on the _____ role of advertising. - ANSWER-✔Economic
David visited the supermarket to buy soft drinks. In this instance, David's demand
for soft drinks can be classified as _____. - ANSWER-✔Primary demand
An ad for a soft drink that uses the slogan: "Life is good" is employing _____. -
ANSWER-✔A non-product fact
