Reference no: EM131925749

Question 1: The four elements of the SWOT analysis are: Strengths, Weaknesses, Opportunities and ______. (W6)

Timing
Threats
TRPs
Testing
Triggers

Question 2: Which of the following would NOT be included in an analyses of frequency distribution? (W6)

medium users
heavy users
light users
extra-heavy users
non-users

Question 3: A _________ is a formal statement that explains an organizations true purpose. (W6)

Situation analysis
Marketing plan
Marketing objective
Marketing strategy
Mission statement

Question 4: If Nike runs a national TV ad for its latest shoe twenty times over a three-month period, the company is going for a/an ___________ strategy. (W6)

reach
frequency
geo-targeting
recency
exposure

Question 5: The four basic types of segmentation include geographic, psychographic, demographic and _______. (W7)

generational
emotional
behavioral
topographic
fragmentation

Question 6: Different creative messages and media vehicles are needed to effectively communicate with gay consumers. (W7)

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Question 7: According to the heavy user concept, 25% of consumers usually consume 75% of a product. (W7)

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Question 8: According to PRIZM, the Young Digerati segment will act and behave the same in Dallas as they do in Los Angeles. (W7)

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Question 9: PRIZM, which is a tool based on geodemographic segmentation, defines every U.S. household in terms of _____ demographically and behaviorally disctinct types. (W7)

46
56
66
76
100

Question 10: Today, there are 53 million Gen Xers (ages 36-49) in the U.S. They make up about 20% of the population and spend roughly $146 billion as a group. The annual spend of the total U.S. market is $485 billion. What Based on these numbers, how much does Gen X spend per capita? (W7)

$2 billion
$5 billion
$9 billion
$12 billion
$20 billion

Question 11: _________ are indices that compare the relative strength of a market to overall sales. (W7)

Question 15 options:
DMA and SOV
GSP and TRP
BDI and CDI
CPM and GRP
Reach and frequency

Question 12: Starbucks largely markets to males and females between the ages of 25-54. This is an example of _________ segmentation. (W7)

psychographic
behavioral
geographic
demographic
sociographic

Question 13: When using geo-targeting it's better to stick with a businesses' native language than to change the language based on location. (W7)

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Question 14: _________ are indices that compare the relative strength of a market to overall sales. (W7)

TRP and CPM
GSP and TRP
BDI and CDI
MRI and CDI
SOV and SOM

Question 15: Each year, consumers in the Atlanta DMA spend an average of $500 per household on cereal and baked goods; the average total sales in the U.S. is $450 per household. Therefore, the CDI for cereal and baked goods in Atlanta is _____________. (W7)

100
111
145
162
180

Question 16: It is common for marketers to adjust their budgets, messaging and marketing approaches for the Q4 holiday period. (W8)

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Question 17: All things being equal, a brand whose share of voice (SOV) is greater than its share of market (SOM) is more likely to gain market share. (W8)

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Question 18: One of your articles from Week 8 indicates that a _________ is a good way to categorize a product around its launch, so that users can easily find information about it.

Facebook page
hashtag
product profile
tweet
photo

Question 19: Using the advertising/sales ratio method, the budget for a brand with sales of $1.2 million and an industry A/S ratio average of 7% would be ________. (W8)

$840
$8,400
$84,000
$804,000
$840,000

Question 20: An article from Week 8 explains that the purpose behind a teaser campaign is to build ____________.

sales
profits
inventory
awareness
customers

Question 21: Companies that want to reach consumers on weekdays via Twitter should post ________. (W8)

early in the morning
around noon
in the late afternoon
in the early evening
in the late evening

Question 22: According to one of the articles from Week 8, the best time of day to reach Twitter users is ________.

Question 26 options:
around 8:00 am
around noon
after 5:00 pm
after 8:00 pm
at midnight

Question 23: Having a consistent campaign message, tone, look and feel across offline and online worlds is known as ________. (W10)

Question 27 options:
strategic communication
integrated marketing communications
public relations
media marketing
advertising strategy

Question 24: Which of the following is NOT a benefit of advertising? (W10)

It can create awareness, familiarity or purchase consideration of a product, brand or business.
It can shape consumer attitudes and create product/brand images.
The content and execution of the message can be controlled.
It's easy to measure.
All of the above are benefits of advertising.

Question 25: According to an article from Week 10, attracting new customers is much more important than maintaining them.

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Question 26: Barnes & Noble offers B&N Members five percent off of food and drinks at its in-store Starbucks cafes. This is known as a ________. (W10)

price incentive
sponsorship
cross promotion
bonus buy
loyalty program

Question 27: ______is a profession that uses paid communications to persuade an audience to take action on products, ideas or services. (W10)

Advertising
Branding
Media planning
Direct marketing
Media buying

Question 28: A brand might take the shape of a name, sign, symbol or color combination. (W10)

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Question 29: In today's market, the most influential factor on consumer purchase decisions is ________. (W10)

direct marketing
print advertising
television advertising
word-of-mouth marketing
radio advertising

Question 30: Which of the following is the best medium to use when advertising a Lexus? (W11)

Outdoor
Television
Radio
Magazine
Internet

Question 31: As an advertising medium, radio is mostly utilized by local businesses. (W11)

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Question 32: At this point in time, _______ is the most influential marketing medium. (W11)

television
radio
print
social media
WOM

Question 33: According to an article from Week 11, digital media has almost completely taken the place of print media.

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Question 34: An Amazon customer's review of a cookbook would be an example of WOM. (W11)

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Question 35: The first step in creating a media plan is ________. (W11)

defining the task
determining the target audience
setting a budget
deciding which media to use
determining geographic coverage

Question 36: Which of the following is the best medium to use when advertising a piece of exercise equipment? (W11)

Outdoor
Television
Radio
Magazine
Internet