Questions for Exam #2

Ch. 3
1. The five roles in a buying center are
A. Users, Buyers, Influencers, Deciders, Evaluators
B. Users, Buyers, Influencers, Deciders, Gatekeppers
C. Consumers, Buyers, Influencers, Deciders, Evaluators
D. Consumers, Buyers, Influencers, Deciders, Gatekeepers

2. Which one of the following is NOT included in an organizational influence
A. Company's goals
B. Market Position
C. Marketing Research
D. Quality of the company's human resources

3. Which one of the following is NOT one of the three main forms of business to business sales
A. Straight rebuy
B. Modified rebuy
C. Cooperative rebuy
D. New task

4. What new trend is affecting the business to business buying environment
A. Emphasis on accountability
B. Importance of e-commerce
C. Global branding
D. All of the above

Ch. 4
1. Why is a promotions opportunity analysis a critical part of a company's marketing effort
A. It is important to companies because it gives an idea of who buys company products
B. It is important to companies because it shows how well sales have been
C. It is important to companies because it analyzes the products on the market
D. None of the above

2. Which of the following is not one of the five parts of a promotions opportunity analysis planning process
A. Completing a communications marketing analysis
B. Establishing an audience
C. Preparing a promotional strategy
D. Matching tactics with the strategy

3. The most common marketing communications objectives that firms establish are
A. Develop Brand awareness
B. Increase product/service category demand
C. Change customer beliefs or attitudes
D. all of the above

4. What generational cohorts have marketing experts identified
A. Generation Y
B. Generation X
C. Younger Boomers
D. Older Boomers
E. All of the above

Ch. 5
1. What is a message theme?
A. A message theme is an outline of key ideas that the advertising program is supposed to convey
B. A message theme is what is advertised to the media
C. None of the Above
D. All of the above

2. Which of the following is not a main step involved in advertising management
A. Review the company's activities in light of advertising management
B. Select an in-house or external advertising agency
C. Develop an advertising campaign management strategy
D. Write an evaluation based on the process of the firm

3. Which of the following is not a main company activity
A. Identify potential customers
B. Build products and services which meet customer needs
C. Match the company's IMC process with its advertising management program
D. Produce the cheapest advertisements

4. An account executive is the go-between for both the advertising agency and the client company
A. True
B. False

Ch. 6
1. Which one of the following is not one of the main elements of a Creative Brief
A. Objective
B. Target audience
C. Message theme
D. Reviews

2. A leverage point is the feature of the ad that leads the viewer to transform the advertising message into a personal value
A. True
B. False

3. What types of sexual appeals can advertisers use
A. subliminal techniques
B. Nudity or partial nudity
C. Sexual suggestiveness
D. All of the above

4. Scarcity is the idea that there is a limited supply of a product
A. True
B. False

Ch. 7
1. Name the three types of message strategies creatives can use
A. Cognitive, affective, conative
B. Cognitive, influential, conative
C. Influential, persuasive, cognitive
D. None of the above

2. The primary goal of a conative message strategy is to elicit behavior, preferably immediate behavior.
A. True
B. False

3. The components of Slice-of-Life include
A. Encounter
B. Problem
C. Interaction
D. Solution
E. all of the above

4. What type of media is the best for demonstration-type ads
A. television
B. Radio
C. Newspaper
D. Billboards