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BUS306 Final Exam (Advertising and Promotion)
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MCQs on fundamental advertising principles and the role advertising plays in the promotional mix, and also on identifying the unique characteristics of advertising and examining familiar marketing concepts using an advertising framework.
 

BUS306 Final Exam (Advertising and Promotion)
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25 Questions

1. Which of the following strategies involves formulating a clear image of a product's values?
2. 'John, you have created a wonderful ad that expresses just the right tone and attitude,' said the creative director.Which of the following processes is most closely related to the creative director's compliment to John?
3. Proponents of advertising's positive role in our culture would most likely see advertising as which of the following?
4. What is the first step an advertising manager needs to undertake in order to create an advertising strategy?
5. Which of the following is considered to be a primary benefit of branding for the manufacturer?
6. Which of the following media audiences is the most difficult to measure and segment?
7. Which of the following is NOT a way that advertising is different from other marketing communications?
8. The personal determinants of consumer behavior include the ________.
9. What is advertising's primary function?
10. The Word-of-Mouth Marketing Association (WOMMA) is said to promote Honesty ROI.WOMMA uses the acronym to describe how the industry must be honest.All of the following are components of WOMMA's ROI EXCEPT:
11. All of the following are common objections we hear about advertising EXCEPT:
12. What is differentiating your product or service from others using a trademarked name or logo called?
13. A marketer that needs qualitative data, should gather which of the following types of information?
14. Compared to the purchasing process for consumer products, ________.
15. Fill in the blank. Entrepreneur and adventurer Richard Branson would occasionally parachute to grand openings and activities that he wished to promote.Media were notified in advance where he would land.Mr. Branson's public relations activities would most correctly be described as being a _________________.
16. You have decided to design a commercial that displays your client's product's features, advantages, and price.Which of the following appeals most closely matches the design objectives that you have chosen?
17. Which of the following highly flexible survey methods suffers from high cost, low participation by respondents, and the perception that it is a pseudo sales solicitation?
18. You are considering the properties of good targets for marketing efforts.You have a target group that is characterized as having sufficient size, a willingness to buy, and an ability to pay.Which of the following properties of a good target does this group display?
19. What is the most common method for conducting quantitative research?
20. An advertising manager anticipates that sales for the upcoming year will be $10 million.This figure matches the sales amount for the current year.If the company has traditionally used a percentage-of-sales figure of 10% to set its promotional budget, how much will the promotional budget be for the upcoming year?
21. Cognitive dissonance ________.
22. To get a solid vision of the firm's potential customers, you would do which of the following?
23. Which of the following is NOT one of the four phases associated with the achievement of an advertising objective through the DAGMAR Process?
24. Nabisco's ________ website provides detailed information regarding brands and promotions, but online visitors are not able to purchase products such as Ritz crackers or Oreo cookies.
25. Which elements are key to excellence in advertising?

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