practice Flashcards
When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand’s power and performance. In the communication process, the game served as a(n) _____ for transmitting the message.
Group of answer choices
receiver
channel
decoder
encoder
sender
channel
Two major categories of marketing communications that represent size of audience and direction of messages (uni-directional or bi-directional) are:
mass and interpersonal.
long term and short term.
informative and persuasive.
direct and indirect.
verbal and nonverbal.
mass and interpersonal.
One role of marketing communications in the problem recognition stage of the purchase decision-making process is to:
Group of answer choices
help distribution partners identify product availability problems.
resolve consumer problems with customer service outreach.
educate consumers about features and benefits..
remind consumers of existing needs.
alert the company about problems in conveying a message to target customers.
remind consumers of existing needs.
Which of the following accurately matches the stages of the hierarchy of effects model to the intended outcomes of marketing communications?
Group of answer choices
Knowledge and Satisfaction = believe
Awareness and Knowledge = think
Conviction and Purchase = feel
Liking and Purchase = do
Awareness and Knowledge = think
Good storytelling in advertising contains four classic elements. Which of the following elements is NOT one of them?
Group of answer choices
Message
Media
Characters
Conflict
Plot
Media
Owned media encompasses various types of media such as:
Group of answer choices
company-owned social media channels
employee uniforms and truck signage
company-owned retail stores
all of the responses are correct
product catalogs
all
The makers of Red Bull Energy Drink want to generate earned media and create associations between the brand and popular culture. Which of the following types of media vehicle may be particularly useful in this strategy?
Group of answer choices
Fifty-cent coupons distributed via direct mail
Advertising in a print version of People magazine
Advertising in the prime-time television show The Voice
Sponsorship of the Cliff Diving World Series
Giving away free samples of Red Bull in a local grocery store
When Bose provides free headphones to Charles Barkley and other famous members of the NBA media, this is an example of
Group of answer choices
Sales promotion
Public relations (influencer marketing)
Advertising
Direct selling
Event marketing and sponsorship
In determining the effectiveness of sales promotions, which of the following metrics is NOT used by marketers?
Group of answer choices
Incremental sales lift during promotion period vs. normal times
In-store customer traffic during promotion period vs. normal times
Website bounce rate
Redemption rates of the promotion and cost per redemption
Consumer interactions (e.g., sweepstakes entries or samples distributed)
Website bounce rate
Marketers use copy testing to assess the potential effectiveness of their marketing communications message. Which of the following measures comprises copy testing?
Group of answer choices
Pre- and post-viewing purchase intent
The number of times a person in the target market is exposed to the advertisement
Cost per thousand impressions
Percentage of the target market exposed to the advertisement
Pre- and post-viewing purchase intent
the basketball season is about to start, and the owners of the Red Lions team want to advertise that fact in their home metropolitan area. They plan to run a full-page newspaper ad in Metro News. The readership (reach) of Metro News is 850,000 and the cost of the ad is $82,000. What is the cost per thousand (CPM) of this campaign?
Group of answer choices
$0.50
$30.00
$56.22
$96.47
$96.47
Ben & Jerry’s Ice Cream buys keywords for a search marketing campaign such as “Ben & Jerry’s Chunky Monkey” and “Ben & Jerry’s Cherry Garcia.” What type of keywords is the firm buying?
Group of answer choices
Branded Keywords
Negative Keywords
Generic Keywords
Organic Keywo
Which of the following type of online advertising intermediaries decide the placement and pricing of online display ads by using the supply and demand of the ad landscape in a real-time auction process?
Group of answer choices
Ad Exchangers
Content Publishers
Data Providers
Retargeters
Ad Exchangers
Google uses a quality score as one of the factors to determine the rank or position of an ad on a search page. The quality score is primarily determined by the following factors EXCEPT:
Group of answer choices
bid rate of the advertiser
potential click-through-rate of an ad
its relevance to consumers
quality of the advertiser’s landing page
bid rate of the advertiser
Which of the following choices is NOT one of the reasons cost-plus pricing is so popular?
Group of answer choices
It simplifies an otherwise complex pricing process.
It captures the full price that customers might be willing to pay for a product.
It is easy to measure or estimate.
It is easy to justify to various stakeholders.
It captures the full price that customers might be willing to pay for a product.
