1. Which of the following is an example of a marketing exchange?

A. The waitress gave Cyrus a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. Ken and Maggie gave their son an MP3 player for his birthday.
D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
E. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped
working.

2. Which of the following statements is true about marketing?

A. Most marketers are seeking a one-time exchange or transaction with their customers.
B. The focus of production-driven companies is on developing and sustaining relationships with
their customers.
C. Successful companies recognize that creating and delivering value to their customers is
extremely important.
D. Though marketing plays an important role in developing relationships with customers, it
cannot do much to maintain them.
E. By definition, a marketing transaction has to involve the exchange of money.

2. Phát biểu nào sau đây là đúng về marketing?

A. Hầu hết các nhà tiếp thị đang tìm kiếm một cuộc trao đổi hoặc giao dịch một lần với khách
hàng của họ.

B. Trọng tâm của các công ty hoạt động theo hướng sản xuất là phát triển và duy trì mối quan hệ
với khách hàng của họ.

C. Các công ty thành công nhận ra rằng việc tạo ra và cung cấp giá trị cho khách hàng của họ là
vô cùng quan trọng.

D. Mặc dù tiếp thị đóng một vai trò quan trọng trong việc phát triển mối quan hệ với khách hàng,
nhưng nó không thể làm được gì nhiều để duy trì chúng.

E. Theo định nghĩa, một giao dịch tiếp thị phải liên quan đến việc trao đổi tiền.

3. _____ is the customer's perception of all the benefits of a product or service weighed against
all the costs of acquiring and consuming it.
A. Cost efficiency
B. Information
C. Range
D. Value
E. Exposure

4. According to the marketing and promotions process model, the marketing process begins with
the:
A. development of the marketing mix.
B. development of a marketing strategy and analysis.
C. development of the promotional mix.
D. determination of the target market.
E. establishment of marketing objectives.

5. A(n) _____ is a document that evolves from an organization's overall corporate strategy and
serves as a guide for specific marketing programs and policies.
A. strategic marketing plan
B. integrated marketing communications plan
C. situation analysis
D. opportunity analysis
E. competitive plan

6. _____ is a detailed assessment of the current marketing conditions facing the company, its
product lines, or its individual brands.
A. Strategic marketing plan
B. Integrated marketing communications plan
C. Situation analysis
D. Opportunity analysis
E. Competitive plan

7. _____ are the major participants in the integrated marketing communications process.
A. Advertising agencies and new product development firms
B. Advertisers and media organizations
C. Media organizations and marketing information systems
D. Travel agencies and public relations firms
8. Company A has hired company B to take care of its advertising needs. All company A has to
do is provide its products and funds to company B to execute its advertising requirements.
Company A is known as a(n):
A. client.
B. creative boutique.
C. full service agency.
D. advertising agency.
E. media organization.

9. The term client, in the ad agency industry, refers to the:

A. advertiser or organization that has the product, service or cause that needs to be marketed.
B. media, which plays a crucial role in the process of marketing communication.
C. purchaser of the consumer product advertised.
D. market for business or consumer products.
E. advertising agency that specializes in the creation, production, and/or placement of the
communications message.

10. Consumer behavior is defined as:

A. a process of conspicuous consumption.
B. the process people engage in when searching for, selecting, and using products and services
they need.
C. the act of physically purchasing a product.
D. the act of making a final decision as to which product to purchase.
E. the process product producers use to design new products.

11. _____ is the process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs
and desires.
A. Marketing
B. Exchange
C. Consumer behavior
D. Conspicuous consumption
E. Learning

12. _____ generally occurs during the first stage in the consumer decision making process.
A. Internal search
B. External search
C. Problem recognition
D. Alternative evaluation
E. Post-purchase evaluation

13. The basic function of all of the elements of the integrated communications program is to:
A. communicate with a firm's target audience.
B. convince customers to make a purchase immediately.
C. convince customers to pay a higher price for a good or service.
D. educate customers about the features of a good or service.
E. persuade customers to try a product category.

14. _____ is defined as the passing of information, the exchange of ideas or process of
establishing a commonness of thought between a sender and receiver.
A. Advertising
B. Sales promotion
C. Encoding
D. Decoding
E. Communication

15. Which of the following statements is true about effective communication?

A. Advertising is an effective way of communication because marketers are able to tell
consumers how to interpret their messages.
B. For effective communication, marketers must understand the meanings that consumers attach
to words and symbols and how these words and symbols are interpreted.
C. Effective integrated marketing communications is usually nonpersonal in nature.
D. Effective communication is unaffected by the reception environment.
E. Whether an ad is in black-and-white or in full-color has no impact on how effectively the
message is communicated.

16. The _____ is a planning tool that can be used by marketers to consider how controllable
elements of the communications process interact with the consumers' response process.
A. dissonance/attribution model
B. persuasion matrix
C. AIDA model
D. response model
E. elaboration likelihood model (ELM)
17. According to the persuasion matrix, which of the following is a dependable variable of the
communications model?
A. Source
B. Message
C. Comprehension
D. Channel
E. Type of message appeal

18. The independent variable in the persuasion matrix that takes into account the passage of
information from one person to another is:
A. the source.
B. the message.
C. behavior.
D. retention.
E. destination.

19. Many marketers are uncertain as to what the integrated marketing communications should
contribute to the marketing program. The only goal of their company's advertising and
promotional program is to:
A. position the company and its brands.
B. create a positive corporate image.
C. generate sales.
D. create memorable advertising.
E. create awareness of the company.

20. Generally, companies that develop Integrated Marketing Communications (IMC) programs
which do not contain specific objectives:
A. will have too many benchmark measures against which the success or failure of their
programs can be assessed. B. will never be successful.
C. may find it difficult to facilitate coordination of the efforts of various groups working on a
promotional campaign since the various groups may not understand what goal they are
working towards.
D. will be able to save money since they won't spend too much time worrying about what they
are trying to do.
E. be more successful than companies that develop IMC programs with specific objectives.

21. One important purpose of setting specific advertising goals and objectives is to:
A. provide a standard against which performance can be measured.
B. put constraints on the creative department.
C. have a method of determining when to delete products from the product line.
D. forecast the market share level that can be attained by good advertising.
E. protect all investors and debt holders.

22. In the development of an advertising campaign or message, creative _____ involves

determining what the message will say or communicate, while creative _____ deals with how the
message will be implemented or executed.
A. strategy; tactics
B. tactics; strategy
C. mission: strategy
D. tactics; vision
E. vision; mission

23. The _____ is used as the central theme of the advertising campaign and translated into
attention-getting, distinctive, and memorable messages.
A. animatic
B. big idea
C. brand name
D. logo
E. copy platform

24. Which of the following statements is true about the use of creativity in an advertising
campaign?
A. Because most advertising is creative, creativity is not enough to break through the clutter.
B. Creative advertising always has a positive impact on sales.
C. Creative advertising that is not relevant to the target audience may have a greater impact than
advertising that is relevant.
D. The nature of advertising requires that everyone involved in the promotional planning process
engage in creative thinking.
E. Users of creative advertising can avoid using big ideas and unique selling propositions in their
advertising campaigns.

25. The agency that developed the ‘Jack-in-the-Box' fast-food restaurants ads created a new ad
with the return of a brand image that was remembered by customers from previous years,
thereby creating a(n):
A. advertising appeal.
B. creative plan.
C. marketing plan.
D. sales approach.
E. sales presentation.

26. A(n) _____ refers to the approach used in an advertisement to elicit some consumer response
or influence feeling. The way this approach is turned into an advertising message is the ____.
A. advertising appeal; advertising campaign
B. creative execution style; advertising appeal
C. creative execution style; advertising campaign
D. advertising appeal; creative execution style
E. brand image; positioning

27. _____ is viewed as "something that moves people, speaks to their wants or needs, and excites
their interest."
A. Advertising appeal
B. Execution style
C. Creativity
D. Big idea
E. Needledrop

28. The primary objective of _____ is to develop a framework that will deliver the message to
the target audience in the most efficient cost-effective manner possible.
A. media planning
B. market segmentation
C. target marketing
D. organizational planning
E. a communication hierarchy

29. The media plan is a guide for:

A. development of specific creative objectives.
B. media selection.
C. sales and marketing forecasts and potentials.
D. marketing research activities.
E. observation studies.
30. _____ is the series of decisions involved in delivering the promotional message to the
prospective purchasers and/or users of the product or brand.
A. Creative strategies
B. Media Planning
C. Distribution strategy
D. Media vehiclesE. Program rating

31. Advertisers who want the ability to demonstrate how their product operates and actually
show its use are most likely to choose:
A. radio.
B. television.
C. direct mail.D. magazines.
E. newspapers.

32. Television is a popular advertising medium among companies selling products and services
that are consumed by mass markets because it: A. has such a low absolute cost.
B. has the ability to reach large audiences in a relatively cost-efficient manner.
C. has a high level of geographic selectivity.
D. is very easy to develop creative television advertising.
E. has no impact on the image of a brand.

33. Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E
cable channel, which reaches a highly educated and upscale audience. This is an example of how
_____ is possible through television.
A. affiliation
B. selectivity
C. ubiquity
D. creativity
E. flexibility

34. Which of the following statements about newspapers and magazines as advertising media
vehicles is true?
A. Newspapers are exclusively a local advertising medium.
B. Newspapers are primarily a local advertising medium but are also used by national
advertisers.
C. Magazines are primarily a local advertising medium.
D. Magazines are the primary advertising media in terms of ad revenue and number of
advertisers.
E. Because of the difference in media format, there is no competition between broadcast and
print media.

35. The primary advertising medium in terms of both ad revenue and number of advertisers is: A.
network television.
B. radio.
C. magazines.
D. newspapers.
E. direct mail.

36. Which of the following statements about newspapers and magazines as advertising media is
true?
A. Most magazines and newspapers could survive without advertising revenue.
B. Newspapers are a primary source of shopping information for many consumers.
C. The number of daily newspapers in most cities has been increasing due to a dramatic increase
in the amount of readily available advertising revenue.
D. Magazines are not really dependent on advertising revenue since they can charge higher
prices for their publications.
E. In order for newspapers and magazines to be read by a large audience, the print media should
include lots of advertisements.

37. Support media cannot be used as a sole medium for advertising. True False

38. Support media is also known as measured media because it is easy to measure. True
False

39. Outdoor advertising is one of the newest methods of advertising that has developed with
the development of new technology.
True False

40. Direct marketing is synonymous to direct-marketing media. True False

41. The increase in the "money rich and time poor" people in the world have led to the
success of direct marketing. True False

42. It is not possible to generate a behavioral response by relying solely on direct marketing.
True False

43. Like the other media, which are essentially unidirectional, the Internet also provides only
for one way flow of information. True False

44. Internet offers consumers the opportunity to provide their own content, offer their own
goods and services for sale, and provide feedback on the same as provided by others. True
False

45. When major corporations first began to conduct business on the Internet, they put up
websites primarily for creating a strong brand image. True False

46. ______ is defined as a direct inducement that offers an extra value or incentive for the
product to the sales force, distributors, or to ultimate consumer with the primary objective of
creating an immediate sale.
A. Brand advertising
B. Sales promotion
C. Direct marketing
D. Promotional allowance
E. Specialty marketing

47. Which of the following elements of the integrated marketing communications programs is
designed to provide an extra incentive to consumers to purchase a brand?
A. Advertising
B. Direct mail
C. Public relations
D. Price
E. Sales promotion
48. When a marketer distributes coupons for a brand with a specific expiration date, they are
attempting to use sales promotion as a(n): A. brand franchise building promotion.
B. brand equity building promotion.
C. acceleration tool.
D. value added tool.
E. promotional marketing tool.

49. Publicity, public relations, and corporate advertising all are integral parts of the overall
promotional effort. True False

50. Public relations is limited to business management. True False

51. The new role of public relations (PR) is more marketing - oriented when compared to its
traditional role. True False

52. Measuring the effects of advertising does not just save money but it helps the firm
maximize its investment. True False

53. One of the main reasons marketers do not measure the effectiveness of promotional
activities is the loss of first mover advantages. True False

54. Laboratory tests make use of pupil dilation, eye tracking, or galvanic skin response.
True False

55. International markets are important to small and mid-size companies as well as large
multinational corporations. True False

56. Demographic data can provide insight into the living standards and lifestyles in a
particular country to help companies plan ad campaigns. True False

57. One of the main advantages of global marketing and advertising is economies of scale in
production and distribution. True False
58. Advertisers are often supportive of voluntary self-regulation because:
A. self-regulation is viewed as a way of limiting government interference of advertising.
B. all clients and agencies are affected by voluntary self-regulation.
C. self-regulation does not require interaction between agency and client.
D. self-regulation results in even more stringent regulations than state and federal agencies want.
E. it is simple and less time consuming.

59. Self-regulation begins with the interaction of client and agency when: A.
a consent order is signed.
B. the company is charged with a lawsuit for deceptive advertising.
C. there has been omission of advertising substantiation.
D. creative ideas are generated and submitted for consideration.
E. the ads are aired in foreign nations.

60. In 1977, the _____ ruled that restrictions on advertising by lawyers are unconstitutional and
that they have a First Amendment right to advertise.
A. Federal Trade Commission
B. American Bar Association
C. U.S. Supreme Court
D. Better Business Bureau
E. U.S. Department of Justice

61. _____ are moral principles and values that govern the actions and decisions of an individual
or group.
A. Regulations
B. Guidelines
C. Policies
D. Ethics
E. Norms

62. Which of the following statements of the relationship between law and ethics is true? A.
All ethical actions are legal whereas all legal actions are not ethical.
B. An action may be within the law and still not be ethical.
C. Legal actions are typically not treated as ethical actions.
D. Ethical actions will not have legal implications.
E. All legal actions are ethical whereas all ethical actions are not legal.
63. A lapse in ethical standards or judgment in advertising and promotion can be more damaging
to a company than the lapses in other disciplines. Identify the most logical reason for this.
A. These actions are highly visible and hence it could attract more attention.
B. These actions are monitored by special action committees and the reactions could be severe.
C. The customers are more aware of the ethical standards in advertising compared to other
disciplines.
D. Government does not regulate the flow of information in the other disciplines.
E. In most cases, the advertisements and promotions are managed by third parties.

64. Personal selling is typically under the control of the:

A. sales manager.
B. advertising department.
C. promotions department.
D. marketing department.
E. operations manager.

65. Personal selling refers to selling:

A. personalized products to individuals and organizations.
B. to individuals by using various selling techniques.
C. through a person-to-person communications process.
D. personalized products to individuals rather than organizations or groups.
E. low value products to individuals.

66. Which of the following statements about personal selling is true?

A. Personal selling would play a dominant role in companies that sell inexpensive products such
as plastic toys.
B. The role of personal selling would be minimal in a company that sells component parts to
auto manufacturers.
C. Integrated marketing communication tools are used in conjunction with personal selling.
D. In an integrated marketing communications program, personal selling is a substitute for other
promotional mix elements.
E. Personal selling is typically controlled by the advertising and promotions department.