Marketing strategy multiple choice questions bank final examination

Objective setting, target audience, budget decisions, message decisions, campaign evaluation B.. Objective setting, target audience, response sought, message decisions, campaign evaluati

MARKETING STRATEGY MULTIPLE-CHOICE QUESTIONS BANK

FINAL EXAMINATION

PART 1: MULTIPLE CHOICE QUESTIONS, 25 QUESTIONS

1 The marketing mix for a brand consists of

D None of these are correct

E All of these are correct

ANS: E

3 Which of the following is NOT a form of media advertising?

6 Which of the following terms serves as a summary means for describing all forms of marketing focus?

C fear that change might lead to possible budget cutbacks in their areas of control

D reluctance of agencies to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations

E fear of reduction in authority and power

ANS: E

11 Which of the following statements is true regarding the adoption of IMC?

A Novice managers are more likely than experienced managers to practice IMC

B Firms involved in marketing services rather than products are more likely to have adopted IMC

C Business-to-business firms are more likely to adopt IMC than business-to-consumer firms

D Less sophisticated firms are likely adherents to IMC

E All of these are false regarding the adoption of IMC

A integrated marketing (IM)

B marketing communications (marcom)

C integrated marketing communications (IMC)

D promotion marketing (PM)

E integrated promotion management (IPM)

ANS: C

13 The ultimate goal of integrated marketing communications is to

A increase brand awareness

B affect the behavior of the targeted audience

C learn how to outsell the competition

D lower production costs

E All of these are correct

ANS: E

14 What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually?

15 What is undifferentiated marketing?

A The customer represents the starting point for all marketing communications activities

B Mass marketing

C Multiple messages must speak with a single voice

D The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand

E Build relationships

ANS: B

16 A key feature of IMC is that the process should

A use an <inside-out= approach

B be restricted to only one or a select number of communication media

C use the same media to reach all target audiences to improve efficiency

D start with the customer or prospect and then work back to the brand communicator in determining the most appropriate messages and media

E utilize the same communication media over time

D touch point and contact

E touch point, contact, and intersection

ANS: E

19 The marketing manager for Samsung Electronics Vietnam asked her research staff to identify all of the points of contact that consumer are likely to have with Samsung’s products The marketing manager would most likely to use this information in designing a(n)

A point-of-purchase display

B board of director’s report

C integrated marketing communications program

D marketing research survey

E slice-of-life television commercial

ANS: C

20 What does the phrase, <speak with a single voice,= mean?

A Carefully select those tools that are most appropriate for the communications objective at hand

B Reach the target audience efficiently and effectively using whatever touch points are

A behavioristic and benefit

B benefit and demographic

C psychographic and behavioristic

D geographic and benefit

E demographic and psychographic

ANS: B

22 Which of the following is an example of a behavioural segmentation base?

A Secret, emotional, communication, reliable, eye-catching, tie-to the brand, standpoint

B All marketing communication elements should use the same endorser so that consumers do not get confused

C The ultimate goal is to influence brand awareness and enhance consumer attitudes

toward the brand

D User-status

E Brand managers and their agencies should be amenable to using various marketing

communication tools

ANS: D

23 What are the three levels of innovation?

A Branding, Answer The Brief, Realistic, Relevance, Interesting, Entertaining, Relevance of medium

B New product creation, new market creation, leadership

C Be consistent, Ambassador, Reliable, Realistic, Emotional, Rightful

D Single-minded message, emotional, consistent, relevance, eye-catching, tie-to the brand, sharability & talkability

E Branding, Appealing, Role of Product, Relevance, Interesting, Entertaining, Relevance of medium

ANS: B

24 Under Armour developed dynamic advertising, sponsorships of sports leagues, a creative Web site and celebrity spokespeople to promote their sports and clothing products Under Armour

is engaged in:

A integrated marketing communications

B a centralized market strategy

C a concentrated market strategy

D an undifferentiated market strategy

E lifestyle segmentation based on sports See opening vignette

A Objective setting, target audience, budget decisions, message decisions, campaign evaluation

B Objective setting, target audience, response sought, message decisions, campaign evaluation

C Objective setting, budget decisions, message decisions, media decisions, campaign evaluation

D Target audience, objective setting, budget decisions, big idea & message decisions, campaign evaluation

E Target audience, objective setting, budget decisions, media decisions, campaign evaluation

28 What does it mean by the phrase CSR?

A Corporate Social Responsibility

B Corporate Social Reform

C Corporate Society Restructuring

A Big Idea is a term used to symbolize the foundation for a major undertaking in these areas - an attempt to communicate a brand, product, or concept to the general public, by creating a strong direction to send the brand message that pushes brand boundaries and resonates with the consumers

B Successful marketing communications requires building relationships between brands and their consumers/customers

C Big Idea is a term used to symbolize the key decisions for a major undertaking in these areas

- an attempt to communicate a brand, product, or concept to the general public, by creating a strong direction to send the brand message that pushes brand boundaries and resonates with the consumers

D Big idea is the media decision

E Big idea is the beating heart of your product or brand Every piece of content you create about your product has to link back to your sales objective

ANS: A

30 Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n):

A alternative approach for each media method

B support system for production differentiation

C total marketing communications strategy

D reduced emphasis on information advertising and increased emphasis on persuasive marketing

E different marketing mix for the same product in different countries

ANS: C

31 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 as

32 What is Ad Recall Lift?

A An estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days

B An estimate of the number of additional people who may remember seeing your ads, if asked, within 3 days

C An estimate of the number of additional people who may remember seeing your ads, if asked, within 5 days

D The measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

E Alternative approach for each media method

ANS: A

33 What is Ad Impressions?

A An impression is a metric used to quantify the number of digital views or engagements of a piece of content, usually an advertisement, digital post, or a web page

B Impressions are also referred to as an "ad view."

C They are used in online advertising, which often pays on a per-impression basis

D Counting impressions is essential to how web advertising is accounted and paid for in search engine marketing, as well as measuring the performance of social media campaigns

E All of the above are correct

ANS: E

34 In 2021, what are the top of searches in rural areas of Vietnam?

A Job opportunities, education, beauty, healthcare

B Job opportunities, military, beauty, healthcare

C Job opportunities, sex, beauty, healthcare

D Job opportunities, school, beauty, travel

E Sex, education, beauty, travel

ANS: A

35 In 2021, which element below is NOT the trends of internet landscape in Vietnam?

A Rise of Digital Rural Consumer

D Tik Tok

E Lotus

ANS: A

37 In 2021, what are 4 key beauty trends in Vietnam?

A Digitalization, natural trend, regime sophistication and premiumization

B Digitalization, KOLs, regime sophistication and premiumization

C Digitalization, KOLs, influencers and premiumization

D Digitalization, natural trend, in-store shopping and premiumization

E Online shopping, natural trend, regime sophistication and premiumization

ANS: A

38 Which step below is one of 5 steps of JWT planning cycle?

A What are we trying to achieve?

B How could we get there?

C Who are our customer?

D What are the KPIs?

E What is the Big Idea?

ANS: B

39 A strategy is a set of plans designed for _ competitive advantage

A Ability to control the message

B Short-term

C Ability to create brand images and symbolism

D Long-term

E Control of message content and media placement

40 Which of the following is true about the Internet media?

A It is considered as traditional media

B It essentially allows for one-way communication

C It enables marketers to gather valuable personal information from customers and prospects

D The effect of using Internet media can be closely and precisely measured by advertising and other forms of promotion

E One major disadvantage of Internet media is that it cannot be integrated with other media programs

42 What does 3R requirements in choosing influencers/KOLs stand for?

A Reach, Relevance, Resonance

B Reach, Realistic, Right

C Reach, Relevance, Rich

D Reach, Right Time, Realistic

E Reach, Right Coverage, Resonance

ANS: A

43 PESTLE is an acronym for what?

A A framework

B Political, environmental, sophisticated, technological, legal, and environmental

C Political, environmental, social, technological, legal, and environmental

D Political, environmental, social, technological, loss, and environmental

E Political, environmental, social, tone, legal, and environmental

45 How might the size of a business be best measured?

A All of these below

B Number of employees, and overall gross profit

C Revenue

D Capital investment

E Market value

ANS: A

46 What is CTR (Click through rate) in online advertising?

A The percentage of individuals viewing a web page who view and then click on a specific advertisement that appears on that page

B The percentage of companies viewing a web page who view and then click on a specific advertisement that appears on that page

C The percentage of individuals saving a web page who view and then open at another time

D The number individuals viewing a web page who view and then click on a specific advertisement that appears on that page

E None of these above

ANS: A

47 You are running an EDM (email direct marketing) campaign for your company What are the KPIs you should focus on to achieve the sales objectives?

A Number of potential emails in your database

B Number of emails delivered

C Bounce rate, open rate

D CTR, unsubscribe rate

E B, C & D are correct

ANS: E

48 Reach and frequency are aspects of which part of an advertising plan?

A Selection of a copy platform

B Determination of a media timing pattern

C Setting of sequential objectives

D Setting of the campaign budget

E None of these above

51 refers to an advertising strategy involving both ATL and BTL

A Through the Line

B In the Line

C Off the Line

D Beyond the Line

E None of these above

ANS: D

53B How might an opportunity for innovation emerge?

A New products, markets, processes, and solutions

B Political and regulatory shifts, demographic change

C Improvements to the value chain, supply chain and revenue model

D All of the above

E None of the above

ANS: D

54 Advertising is intended to and _

A persuade and inform

B awareness and inform

C persuade and awareness

D inform and creativity

E push sales and gain loyalty

ANS: A

55 These agencies offers its clients a full range of marketing, communications, and promotions services, including planning, creating, and producing advertising; performing research; and selecting media

A Full-Service Agencies

B Media Buying

C Creative Boutiques

D Market Research

58 _ is a general set of directions for the organisation to achieve a desirable state in the future

A To stimulate primary demand

B Planning

C To create selective demand

D To keep the brand in consumers' minds during the mature stage of the product life cycle

E Strategy

ANS: E

59 _ of the organization can be defined as the reason for the existence of the organization and

is an insight into the future

61 Please indicate which of the following is correct:

A The use of IMC is restricted to the mass media

B The effect of using Internet media can be closely and precisely measured by advertising and other forms of promotion

C Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics

D IMC components include personal selling, advertising, public relations, product development

E All of these above are correct

A E-commerce transactions will become easier with one-click checkouts

B Voice search will continue to rise with increased adoption

C Companies that focus on relevance and inclusivity will capture attention

D Organic reach on social media will continue to decrease

E All of these above

67 When a company identifies the parts of the market it can serve best and most profitably, it is practicing

68 Consider the following statements:

Statement 1: Media planning refers to series of decision involving delivery of messages to the target audience

Statement 2: The central theme of media planning is message dissemination

A Both statements are right

B Both statements are wrong

C Only Statement 1 is correct

D Only statement 2 is correct

E A is partly correct

ANS: A

69 Consider the following statements:

Statement 1: Post testing is an evaluation conducted to know whether a proposed ad campaign

is appealing to target group

Statement 2: It is also known as copy testing