Multiple choice questions:
1) ________is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.
Public relations
Image advertising
Corporate advertising
Dyadic communications
Integrated marketing communications
2) In public relations, internal audiences include all of the following EXCEPT:
the public at large
suppliers
customers
stockholders
investors
3) Offering a press release to only one particular medium may be termed:
an exclusive
an advertorial
advocacy advertising
lobbying
image advertising
4) Which of the following is an advantage associated with public relations?
greater credibility
ability to build positive image
advoidance of clutter
low absolute and relative cost
all of the above
5) For which of the following products would personal selling be the element of the promotional mix most likely emphasized?
bars of soap
coloring books
earthmoving equipment
boxed chocolate candy
fresh flowers
6) Dyadic communication is defined as:
communication between two people or groups
communication where there is no feedback
technologically-oriented communication
all integrated marketing communications that are verbalized
any communication that elicits an opinion from the receiver
7) Relationship marketing requires:
mutual trust
workding toward the same goals
sharing information
cost-effective link between customer and salesperson
all of the above
8) The number of sales calls required to close a sale is highest for which of the following industries?
clothing
food service
computer manufacturing
agricultural
insurance
9) Which of the following is an argument against measuring advertising effectiveness?
cost in terms of time and money
the absence of top management support
the need to give autonomy to those who control advertising
accountability
all of the above
10) An advertiser who is measuring the effectiveness of media strategies needs to examine:
media class
media vehicle
media scheduling
the vehicle option source effect
all of the above
11) ______testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial.
Functional
Concept
Elementary
Product
Brainstorm
12) The primary difference between a laboratory experiment and a field experiment is that in a field experiment, the researcher:
has less control over extraneous independent variables
has the ability to achieve greater internal validity
has control of all independent variables
uses a totally different set of procedures
does none of the above
13) Which of the following factors is limiting growth opportunities in the U.S. market for many companies?
slow population growth
saturated markets for many products and services
intense competition form domestic companies
intense competition from foreign companies
all of the above
14) A balance of trade deficit exists when the:
value of imports exceeds that of exports
value of exports exceeds that of imports
supply of imports exceeds the demand for them
the value added by the exporting nation exceeds that added by the importing nation
the value of exports and imports are about equal
15) According to an international marketing scholar, the most visible as well as the most culture bound part of a firm's marketing functions is its:
pricing
promotion
product development
distribution
inventory management
16) The communications, transportation, financial and distribution networks of a country are part of its:
political/legal environment
culture
economic infrastructure
demographic environment
international interface
17) Which of the following has some regulatory control over advertising?
the Federal Trade Commission
the Food and Drug Administration
the U.S. Postal Service
the Federal Communications Commission
all of the above
18) Advertisers are often supportive of voluntary self-regulation because:
self-regulation is viewed as a way of limiting government interference of advertising
all clients and agencies are affected by voluntary self-regulation
self-regulation does not require interaction between agency and client
self-regulation results in even more stringent regulations than state and federal agencies want
of all of the above reasons
19) Proponents of advertising contend advertising:
Part 2
Multiple choice questions:
1) ________is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.
Public relations
Image advertising
Corporate advertising
Dyadic communications
Integrated marketing communications
2) In public relations, internal audiences include all of the following EXCEPT:
the public at large
suppliers
customers
stockholders
investors
3)Offering a press release to only one particular medium may be termed:
an exclusive
an advertorial
advocacy advertising
lobbying
image advertising
4) Which of the following is an advantage associated with public relations?
greater credibility
ability to build positive image
advoidance of clutter
low absolute and relative cost
all of the above
5) For which of the following products would personal selling be the element of the promotional mix most likely emphasized?
bars of soap
coloring books
earthmoving equipment
boxed chocolate candy
fresh flowers
6) Dyadic communication is defined as:
communication between two people or groups
communication where there is no feedback
technologically-oriented communication
all integrated marketing communications that are verbalized
any communication that elicits an opinion from the receiver
7) Relationship marketing requires:
mutual trust
workding toward the same goals
sharing information
cost-effective link between customer and salesperson
all of the above
8) The number of sales calls required to close a sale is highest for which of the following industries?
clothing
food service
computer manufacturing
agricultural
insurance
9) Which of the following is an argument against measuring advertising effectiveness?
costs in terms of time and money
the absence of top management support
the need to give autonomy to those who control advertising
accountability
all of the above
10 An advertiser who is measuring the effectiveness of media strategies needs to examine:
media class
media vehicle
media scheduling
the vehicle option source effect
all of the above
11) ______testing takes place at the earliest stage of the development for either a print ad or a broadcast commercial.
Functional
Concept
Elementary
Product
Brainstorm
12)The primary difference between a laboratory experiment and a field experiment is that in a field experiment, the researcher:
has less control over extraneous independent variables
has the ability to achieve greater internal validity
has control of all independent variables
uses a totally different set of procedures
does none of the above
13) Which of the following factors is limiting growth opportunities in the U.S. market for many companies?
slow population growth
saturated markets for many products and services
intense competition form domestic companies
intense competition from foreign companies
all of the above
14) A balance of trade deficit exists when the:
value of imports exceeds that of exports
value of exports exceeds that of imports
supply of imports exceeds the demand for them
the value added by the exporting nation exceeds that added by the importing nation
the value of exports and imports are about equal
15) According to an international marketing scholar, the most visible as well as the most culture bound part of a firm's marketing functions is its:
pricing
promotion
product development
distribution
inventory management
16) The communications, transportation, financial and distribution networks of a country are part of its:
political/legal environment
culture
economic infrastructure
demographic environment
international interface
17) Which of the following has some regulatory control over advertising?
the Federal Trade Commission
the Food and Drug Administration
the U.S. Postal Service
the Federal Communications Commission
all of the above
18) Advertisers are often supportive of voluntary self-regulation because:
self-regulation is viewed as a way of limiting government interference of advertising
all clients and agencies are affected by voluntary self-regulation
self-regulation does not require interaction between agency and client
self-regulation results in even more stringent regulations than state and federal agencies want
of all of the above reasons
19) Proponents of advertising contend advertising:
produces jobs
enables new firms to enter the market
delivers information to consumers
encourages consumers to improve their standards of living
does all of the above
20) Critics of advertising contend:
the amount of advertising directed at consumers is excessive
advertising exploits consumers
advertising has a negative impact on the economic system
advertising makes consumers want products they don't really need
all of the above are true
produces jobs
enables new firms to enter the market
delivers information to consumers
encourages consumers to improve their standards of living
does all of the above
21) Critics of advertising contend:
the amount of advertising directed at consumers is excessive
advertising exploits consumers
advertising has a negative impact on the economic system
advertising makes consumers want products they don't really need
all of the above are true