McqMate
These multiple-choice questions (MCQs) are designed to enhance your knowledge and understanding in the following areas: Bachelor of Business Administration (BBA) .
| 51. |
Which of the following budget methods ignores the effects of promotion on sales? |
| A. | affordable method |
| B. | percentage-of-sales method |
| C. | competitive-parity method |
| D. | objective-and-task method |
| Answer» A. affordable method | |
| 52. |
Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as the result? |
| A. | affordable method |
| B. | percentage-of-sales method |
| C. | competitive-parity method |
| D. | objective-and-task method |
| Answer» B. percentage-of-sales method | |
| 53. |
Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods? |
| A. | affordable method |
| B. | percentage-of-Sales method |
| C. | competitive-parity method |
| D. | objective-and-task method |
| Answer» C. competitive-parity method | |
| 54. |
One of the arguments that supports the competitive-parity method for budgeting promotions is that: |
| A. | it is the fairest budget method. |
| B. | it is generally the cheapest method of allocating funds. |
| C. | competitor’s budgets represent the collective wisdom of the industry. |
| D. | it is the easiest budget method to use on a global basis. |
| Answer» C. competitor’s budgets represent the collective wisdom of the industry. | |
| 55. |
The most logical budget setting method is found in the list below. Which is it? |
| A. | affordable method |
| B. | percentage-of-sales method |
| C. | competitive-parity method |
| D. | objective-and-task method |
| Answer» D. objective-and-task method | |
| 56. |
The first step in using the objective-and-task promotional budgeting method is to: |
| A. | define specific advertising tools that can be afforded. |
| B. | analyze competitive budgets for perceived weaknesses. |
| C. | calculate last year’s sales percentages. |
| D. | define specific objectives. |
| Answer» D. define specific objectives. | |
| 57. |
According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT: |
| A. | media fragmentation. |
| B. | the development of the Internet. |
| C. | soaring media costs. |
| D. | more focused target marketing strategies. |
| Answer» B. the development of the Internet. | |
| 58. |
No matter how big the advertising budget, advertising can succeed only if commercials: |
| A. | are economically feasible. |
| B. | gain attention and communicate well. |
| C. | are acceptable on a global level. |
| D. | are artistically pleasing. |
| Answer» B. gain attention and communicate well. | |
| 59. |
Developing an effective message strategy begins with identifying customer ___________ that can be used as advertising appeals. |
| A. | demographics |
| B. | lifestyles |
| C. | psychographics |
| D. | benefits |
| Answer» D. benefits | |
| 60. |
Advertising appeals should have three characteristics. All of the following are among those characteristics EXCEPT: |
| A. | be meaningful. |
| B. | be tasteful. |
| C. | be believable. |
| D. | be distinctive. |
| Answer» B. be tasteful. | |
| 61. |
In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the message will be: |
| A. | meaningful. |
| B. | distinctive. |
| C. | believable. |
| D. | remembered. |
| Answer» A. meaningful. | |
| 62. |
In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad: |
| A. | meaningful. |
| B. | distinctive. |
| C. | believable. |
| D. | remembered. |
| Answer» B. distinctive. | |
| 63. |
In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising? |
| A. | slice of life |
| B. | lifestyle |
| C. | mood or imagery |
| D. | personality symbol |
| Answer» A. slice of life | |
| 64. |
In terms of execution styles, which type of advertising might show how a product contributes to a person’s workout and health regime? |
| A. | slice of life |
| B. | lifestyle |
| C. | mood or imagery |
| D. | personality symbol |
| Answer» B. lifestyle | |
| 65. |
In terms of execution styles, which type of advertising makes no claim about the product except to suggest that the product is part of such feelings as love or beauty? |
| A. | slice of life |
| B. | lifestyle |
| C. | mood or imagery |
| D. | personality symbol |
| Answer» C. mood or imagery | |
| 66. |
When a company chooses to use an animated character such as the Jolly Green Giant or Garfield the Cat in their commercial, they are using which of the following advertising execution formats? |
| A. | testimonial evidence |
| B. | lifestyle |
| C. | mood or imagery |
| D. | personality symbol |
| Answer» D. personality symbol | |
| 67. |
The first thing a reader notices in a printed advertising is the: |
| A. | headline. |
| B. | illustration. |
| C. | copy. |
| D. | format. |
| Answer» B. illustration. | |
| 68. |
The measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is called: |
| A. | reach. |
| B. | frequency. |
| C. | impact. |
| D. | performance. |
| Answer» A. reach. | |
| 69. |
The measure of how many times the average person in the target market is exposed to the message is called: |
| A. | reach. |
| B. | frequency. |
| C. | impact. |
| D. | performance. |
| Answer» B. frequency. | |
| 70. |
Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT: |
| A. | the fashionability of the media. |
| B. | the media habits of target consumers. |
| C. | the nature of the product. |
| D. | the type of message to be used. |
| Answer» A. the fashionability of the media. | |
| 71. |
If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following mass media types? |
| A. | newspapers |
| B. | television |
| C. | direct mail |
| D. | radio |
| Answer» A. newspapers | |
| 72. |
_________________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages. |
| A. | Newspapers |
| B. | Television |
| C. | Direct mail |
| D. | Radio |
| Answer» B. Television | |
| 73. |
The advantages of audience selectivity, no ad competition, and personalization apply to which type of media? |
| A. | newspapers |
| B. | television |
| C. | direct mail |
| D. | radio |
| Answer» C. direct mail | |
| 74. |
________________ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities. |
| A. | Direct mail |
| B. | Outdoor |
| C. | Online |
| D. | Radio |
| Answer» C. Online | |
| 75. |
Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position? |
| A. | newspapers |
| B. | television |
| C. | magazines |
| D. | radio |
| Answer» C. magazines | |
| 76. |
To be effective, ads should have some form of pattern (given that more than one ad is going to be used). If an advertiser were to schedule ads evenly over a given period of time, this pattern would be called: |
| A. | pulsing. |
| B. | flow. |
| C. | rollout. |
| D. | continuity. |
| Answer» D. continuity. | |
| 77. |
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs is called a(n): |
| A. | marketing control group. |
| B. | product services unit. |
| C. | advertising agency. |
| D. | situation consultant. |
| Answer» C. advertising agency. | |
| 78. |
The largest U.S. advertising agency is ____________ with an annual gross income of $1.8 billion on billings. |
| A. | J. Walter Thompson |
| B. | Saatchi & Saatchi |
| C. | BBD&O Global |
| D. | McCann-Erikson Worldwide |
| Answer» D. McCann-Erikson Worldwide | |
| 79. |
All of the following are benefits of a standardization policy in global advertising EXCEPT: |
| A. | lower advertising costs. |
| B. | greater global advertising coordination. |
| C. | an attention to local differences in various global markets. |
| D. | more consistent worldwide image. |
| Answer» C. an attention to local differences in various global markets. | |
| 80. |
_________________ is short-term incentives to encourage purchase or sales of a product or service. |
| A. | Advertising |
| B. | Sales promotion |
| C. | Online advertising |
| D. | Public relations |
| Answer» B. Sales promotion | |
| 81. |
Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT: |
| A. | greater pressure to increase sales. |
| B. | more competition and a decline in differentiation of brands. |
| C. | a relaxing of government regulations governing sales promotion. |
| D. | advertising efficiency has declined. |
| Answer» C. a relaxing of government regulations governing sales promotion. | |
| 82. |
Which type of sales promotion uses free samples, coupons, and rebates? |
| A. | consumer promotion |
| B. | trade promotion |
| C. | sales force promotion |
| D. | place promotion |
| Answer» A. consumer promotion | |
| 83. |
All of the following are considered to be consumer-promotion tools EXCEPT: |
| A. | samples. |
| B. | push money. |
| C. | coupons. |
| D. | patronage reward. |
| Answer» B. push money. | |
| 84. |
Which of the following consumer-promotion tools is the most effective, but most expensive, way to introduce a new product? |
| A. | coupons |
| B. | price packs |
| C. | contests |
| D. | samples |
| Answer» D. samples | |
| 85. |
___________ are certificates that give buyers a saving when they purchase specified products. |
| A. | Samples |
| B. | Premiums |
| C. | Coupons |
| D. | Patronage rewards |
| Answer» C. Coupons | |
| 86. |
If a retailer were to offer the consumer a “two for one” deal in purchasing merchandise, which of the following sales promotional techniques would have been used? |
| A. | samples |
| B. | premiums |
| C. | coupons |
| D. | price packs |
| Answer» D. price packs | |
| 87. |
If Cheerios includes a free toy from a Disney movie in its cereal boxes as an incentive to purchase cereal, which of the following forms of sales promotion was used? |
| A. | samples |
| B. | premiums |
| C. | coupons |
| D. | price packs |
| Answer» B. premiums | |
| 88. |
If an advertiser were to give consumers useful articles (imprinted with the advertiser’s name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using? |
| A. | samples |
| B. | premiums |
| C. | point-of-purchase promotions |
| D. | advertising specialties |
| Answer» D. advertising specialties | |
| 89. |
Manufacturers direct most of their sales promotional dollars toward which of the following groups? |
| A. | consumers |
| B. | retailers and wholesalers |
| C. | lobbyists |
| D. | publics such as shareholders |
| Answer» B. retailers and wholesalers | |
| 90. |
__________ is defined as being cash or gifts to dealers or their sales forces to “push” the manufacturer’s goods. |
| A. | A display allowance |
| B. | A price-off |
| C. | A spiff |
| D. | Push money |
| Answer» D. Push money | |
| 91. |
Which type of promotion uses buying allowances, push money, and free goods? |
| A. | consumer promotion |
| B. | trade promotion |
| C. | sales force promotion |
| D. | place promotion |
| Answer» B. trade promotion | |
| 92. |
The type of trade-promotion tool in which the manufacturer takes a fixed amount off the list price on each case purchased during a stated period of time is called a(n): |
| A. | discount. |
| B. | allowance. |
| C. | premium. |
| D. | rebate. |
| Answer» A. discount. | |
| 93. |
The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer’s agreement to feature the manufacturer’s products in some way is called a(n): |
| A. | discount. |
| B. | allowance. |
| C. | premium. |
| D. | rebate. |
| Answer» B. allowance. | |
| 94. |
________________ is a major promotion function whose objective is to build good relations with the company’s various publics. |
| A. | Advertising |
| B. | Direct marketing |
| C. | Public relations |
| D. | Specialty events |
| Answer» C. Public relations | |
| 95. |
All of the following would be considered to be functions performed in public relations EXCEPT: |
| A. | press relations. |
| B. | public affairs. |
| C. | bribery (when necessary). |
| D. | lobbying. |
| Answer» C. bribery (when necessary). | |
| 96. |
Despite its potential strengths, public relations is often described as a(n): |
| A. | unethical business. |
| B. | marketing stepchild. |
| C. | corrupt practice. |
| D. | cost drain that is not fruitful. |
| Answer» B. marketing stepchild. | |
| 97. |
All of the following would be considered to be major public relations tools EXCEPT: |
| A. | news. |
| B. | speeches. |
| C. | testifying. |
| D. | special events such as news conferences. |
| Answer» C. testifying. | |
| 98. |
If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance the public relations interests of the company, they would be using which of the following forms of PR? |
| A. | slick-back materials |
| B. | audiovisual materials |
| C. | corporate identity materials |
| D. | public service materials |
| Answer» C. corporate identity materials | |
| 99. |
Which of the following is Vocational attributes of a salesman ? |
| A. | Knowledge of the product ( |
| B. | Capacity of hard labour ( |
| C. | Eloquence ( |
| D. | None of these . |
| Answer» A. Knowledge of the product ( | |
| 100. |
Which one of the following is the correct answer ? |
| A. | Payment is the second stage of Purchase and sale transaction ( |
| B. | Payment is the first stage of Purchase and sale transaction ( |
| C. | Payment is the final stage of Purchase and sale transaction ( |
| D. | All of these. |
| Answer» C. Payment is the final stage of Purchase and sale transaction ( | |
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