Marketing Test Questions

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1. The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals. a. True

b. False

2. When a marketer sends a message to the target market, the marketer must first decode the symbols used. c. True

d. False

3. Even though a message is received, it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference. e. True

f. False

4. All promotions are designed to either inform, persuade, or reinforce the target audience. g. True

h. False

5. The promotional mix consists of:
i. advertising, publicity, direct marketing, and personal selling j. public relations, direct marketing, personal selling, and publicity k. product, promotion, price, and place
l. advertising, personal selling, sales promotion, and public relations m. advertising, telemarketing, public relations, and sales promotions

6. Which of the following statements about advertising is true? n. The total costs of advertising are typically low.
o. The signs on the outsides of buses and taxis are not a form of advertising. p. The cost per contact in advertising is low.
q. Innovative media are not used in advertising.
r. Advertising is any form of communication in which the sponsor is identified.

7. Public information (that the company did not pay for) about a company, good, or service appearing in the mass media as a news item is: s. personal selling
t. advertising
u. mass communications
v. publicity
w. sales promotion

8. _____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows. x. Sales promotion
y. Publicity
z. Personal Selling
{. Advertising
|. Sponsorship

9. In 2006, GM unveiled a GM Fuel Price Protection Program that caps the per-gallon price consumers pay for gas at $1.99 when they purchase select 2006 and 2007 GM full-size utility and mid-size cars. This is an example of _____ designed to stimulate consumer buying. }. A sales promotion

~. A public relations activity
. Advertising
. An implicit communication
. Personal selling

10. Communication to large audiences, usually through a medium such as television or a newspaper, is called _____ communication. . Feedback-proof
. Referential
. Interpersonal
. Mass
. Public

11. The communication process consists of:
. Message, media, and transmittal
. Source, receiver, and channel
. Sender, receiver, and message
. Encoding, decoding, channel, sender, receiver, noise, and feedback . Comprehension, noise, and feedback

12. _____ is the conversion of the sender's ideas and thoughts into a message. . Decoding
. Envelopment
. Processing
. Development
. Encoding

13. _____ is anything that interferes with, distorts, or slows the transmission of information. . Media communication
. Feedback
. Static
. Nonpersonal communication
. Noise

14. Advertising competes for two things. These two things are:

. ________________b. _________________

15. There are three types of Product Advertising. They are:

. ________________b. _________________ c. ___________________

16. _____ sales promotions are targeted toward the ultimate end-user market. . Facilitating
. Intermediary
. Pull
. Consumer
. Trade

17. _____ advertising is used to keep a familiar brand name in the public's mind and to refresh the consumers on the brand’s uses, characteristics, and benefits. . Advocacy
. Pioneer
. Reinforcement
. Reminder...
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