12. When it comes to the use of non-traditional methods of marketing communicati
ID: 362871 • Letter: 1
Question
12. When it comes to the use of non-traditional methods of marketing communications, which is the odd one out?
a. Magazines
b. Social networks and video-sharing websites
c. People’s bodies
d. Product placement
e. Adver-gaming
13. A Korean brand of television was perceived as “low quality” by over 70 percent of American consumers who were surveyed. However, after an extensive advertising campaign, the percentage of American consumers who perceived this brand as low quality fell to 20 percent. In this instance, advertising has successfully altered consumers’ perceptions and performed which function?
a. adding value
b. informing
c. persuading
d. reminding
e. assisting other company efforts
14. The average US television household now has upwards of 90 or more TV channels from which to choose, which means that advertisements simply do not reach the large numbers of consumers they once did. This is an illustration of ____.
a. technology transfer
b. clutter
c. media inflexibility
d. multi-media dispersion
e. audience fractionalization
15. Which of the following is NOT a strength of newspapers as an advertising medium?
a. mass audience coverage
b. highly selective medium
c. flexibility
d. ability to use detailed copy
e. timeliness
16. Clara’s job responsibilities include the process of creating ad messages, selecting media in which to place the ads, and measuring the effects of the advertising efforts. Clara is involved in _____.
a. marketing management
b. message management
c. marcom management
d. communication management
e. advertising management
17. Selecting the “best” medium for advertising depends on the _____.
a. budget availability
b. competitive challenge
c. creative needs
d. advertiser’s objectives
e. All of these are correct.
18. An advertiser who is interested in advertising in a specific magazine would want to obtain a(n) _____ to learn about the demographic and lifestyle profiles of the readers.
a. media kit
b. profile sheet
c. advertising listing
d. structure statement
e. influence report
19. A strength of _____ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life persona of local personalities.
a. television
b. newspaper
c. magazine
d. radio
e. outdoor
20. Which of the following is NOT a point of comparison between social media and traditional media choices?
a. reach
b. accessibility
c. usability
d. immediacy
e. mobility
21. All of the following are possible objectives of social media campaigns except _____.
a. enhance public relations
b. explore social media
c. offer deals
d. launch a cause
e. elicit consumer-generated stories
22. This theory suggests that if there is a perceived fit between a brand and a celebrity endorser,
the endorsement will be more effective.
a. similarity hypothesis
b. perfect fit hypothesis
c. attractiveness hypothesis
d. matchup hypothesis
e. celebrity endorsement hypothesis
23. Tom uses the Internet very often. He has control over what websites he should visit and what online ads he should view. In the case of the “Two I’s of the Internet,” this is an illustration of _____.
a. individualization
b. internalization
c. interactivity
d. integration
e. intrusion
24. Which of the following is not among the ways that advertising and IMC agencies such as MullenLowe L.A. can be compensated for their work for clients?
a. commission
b. hourly rate
c. fixed fee
d. incentive-based system
e. All of the above are ways in which advertising and IMC agencies can be compensated for their work.
25. In the case of Internet advertising, when only those consumers known to be interested in a particular product or service receive an advertisement, ____ is being used.
a. behavioral targeting
b. demographic segmentation
c. benefit targeting
d. consumer-oriented marketing
e. geographic segmentation
Explanation / Answer
12: Ans: People's bodies.
13.Ans: Persuading.
14.Ans: Clutter
15 Ans: Mass audience coverage.
16.Ans: Marcom Management
17.Ans: All of the above are correct
18.Ans: Profile sheet
19Ans: Television
20.Ans:Mobility
21.Ans: Launch a cause
22.Ans: Celebrity endorsement hypothesis
23.Ans: Individualisation
24.Ans: All of the above are ways in which advertising and IMC agencies can be compensated for their work.
25,Ans: consumer-oriented marketing
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