Kent State MKTG4505 quiz 1

Question 1

The final stage of the IMC planning model is:

budget determination.

the development of the media strategy.

analysis of communication process.

integrating creative strategies.

monitoring, evaluation, and control.

1 points

Question 2

Starbucks
has developed apps for the iPhone which allow customers to share drink
recipes, find the nearest Starbucks, look up nutritional information,
and manage their Starbucks gift cards. This is an example of ­­_____
marketing.

trade

direct

direct action

professional

interactive

1 points

Question 3

_____
refer to what is to be accomplished by the overall marketing program
and is stated in terms of sales, market share, and profitability.

Communication objectives

Marketing objectives

Advertising platforms

Segmentation approaches

External analysis factors

1 points

Question 4

Which of the following statements describe the difference between publicity and advertising?

Advertising is done by manufacturers, and publicity is done by retailers.

Advertising is personal, and publicity is nonpersonal in nature.

Advertising is paid for by the sponsoring organization, and publicity is not.

Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character.

Advertising typically utilizes mass media, and publicity does not.

1 points

Question 5

A
lawsuit charged a mortgage lender with racism because it allegedly
charged African-American borrowers higher rates than other borrowers. In
response to allegations that it charged African-Americans higher
mortgage rates than others, the mortgage lender created a mystery
shopper program in which it sent out African-American customers to
report on their experience with the firm’s lending offices. Their
reports were released to the news media. This is an example of:

public relations.

advertising.

media-selling.

sales promotion.

cause marketing.

1 points

Question 6

_____
is the management function that evaluates public attitudes, identifies
the policies and procedures of an individual or organization with the
public interest, and executes a program of action to earn public
understanding and acceptance.

Direct marketing

Publicity

Corporate affairs

Public relations

Sales promotion

1 points

Question 7

_____
is a promotional mix element that allows for direct contact between a
buyer and seller and allows a message to be modified according to the
needs or reactions of the customer.

Advertising

Direct mail

Public relations

Sales promotion

Personal selling

1 points

Question 8

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:

advertising.

sales promotion.

public relations.

publicity.

direct marketing.

1 points

Question 9

One of the primary advantages inherent in the use of publicity is its:

ability to be personalized.

credibility.

negligible variable costs.

tangibility.

ability to be closely controlled and monitored by the organization that is being publicized.

1 points

Question 10

_____
involves coordinating the various promotional elements and other
marketing activities that communicate with a firm’s customers.

Marketing mix

Integrated marketing communications

Relationship marketing

Sales promotion

Mass media advertising