Marketing Test Bank PDF

1.​Which of the following is not a form of product advertising? A)​Reminder advertising B)​Comparative advertising C)​Reminder advertising D)​Survey advertising ANSWER: D 2.​Which of the following promotional budgeting methods aligns budgeting to the hierarchy of effects model? A)​All you can af...

1.​Which of the following is not a form of product advertising? A)​Reminder advertising B)​Comparative advertising C)​Reminder advertising D)​Survey advertising ANSWER: D 2.​Which of the following promotional budgeting methods aligns budgeting to the hierarchy of effects model? A)​All you can afford B)​Percent of sales C)​Hierarchy budgeting D)​Objective and task ANSWER: D 3.​In order to implement the objective and task budgeting method, objectives are set: A)​along the levels of the hierarchy. B)​relative to the competition. C)​with regard to the primary demand needs. D)​in accordance with selective demand and trial. ANSWER: A 4.​Which of the following is not a criteria of a good promotional objective? A)​Validity B)​Time sensitivity C)​Measurability D)​Target-market specific ANSWER: A 5.​Using fear appeals in healthcare messages can result in: A)​consumers actively engaging in the search process. B)​consumers delaying in engaging with a care provider. C)​the activation of dopamine to process negative feelings. D)​None of these is correct. ANSWER: B 6.​Advertising messages that are directed at distinct functional aspects of the product or service are described as: A)​moral. B)​personal. C)​descriptive. D)​rational. ANSWER: D 7.​Effective pretesting of an advertisement requires that: A)​the pretest be conducted with at least three groups of 15 people. B)​the pretest be conducted with individuals similar to the target audience. C)​the pretest be conducted with a portfolio test and a jury test. D)​all pretesting be anonymous. ANSWER: B 8.​The most expensive form of pretesting is the: A)​portfolio test. B)​jury test. C)​theater test. D)​panel test. ANSWER: C 9.​The form in which the message is to be delivered is referred to as the: A)​vehicle. B)​medium. C)​campaign. D)​schedule. ANSWER: B 10.​ The unduplicated audience that is covered in a promotional campaign is referred to as the: A)​target market. B)​frequency. C)​mass market. D)​reach. ANSWER: D 11.​ The more people who are exposed to a message, the broader the: A)​exposure. B)​frequency. C)​reach. D)​target. ANSWER: B 12.​ The people who see the messages of an advertiser but are not in the target market are referred to as: A)​the incremental target audience. B)​the unpaid gained audience. C)​waste. D)​unintended reach. ANSWER: C 13.​ The number of times the same person receives a message from a promotional or advertising campaign is referred to as: A)​frequency. B)​duplication. C)​constancy. D)​repetition. ANSWER: A 14.​ Which of the following is not a common advertising scheduling method? A)​Seasonal B)​Flighting C)​Steady D)​Variable ANSWER: D 15.​ Scheduling advertising for short periods of time is referred to as which scheduling pattern? A)​Seasonal B)​Loading C)​Flighting D)​Packing ANSWER: C 16.​ The logic of a flighting schedule is that: A)​consumers get tired, because they always see advertisements. B)​there is a carryover effect to advertising messages. C)​there is so much clutter that people do not attend to constant messages from the same company. D)​it helps to spread advertising dollars out through an entire budget cycle. ANSWER: B 17.​ Cost per thousand is a calculation to compare the: A)​cost of different media in delivering a thousand people in their audience. B)​cost of a thousand people who would view different television shows. C)​cost of advertising in different magazines or newspapers. D)​cost across Internet providers. ANSWER: C 18.​ To consider the cost of advertising on television, advertisers use which metric? A)​Cost per point B)​Cost per thousand C)​Cost per eyeball D)​Cost per viewer ANSWER: A 19.​ A digital media costing approach that is content-based rather than performance-based is: A)​cost per click. B)​cost per mille. C)​cost per action. D)​None of these is correct. ANSWER: B 20.​ The preferred digital costing method by marketers is: A)​cost per click. B)​cost per mille. C)​cost per impression. D)​cost per action. ANSWER: D 21.​ Payment in the digital media costing space only when a sale occurs is done under which of the following metrics? A)​Cost per click B)​Cost per impression C)​Cost per action D)​Cost per mille ANSWER: C 22.​ Compared to television stations, radio: A)​is far more costly to advertise on. B)​takes longer to have a commercial completed and placed. C)​has far more stations. D)​has more production costs for ads. E)​ANSWER: C 23.​ The medium that receives the most advertising dollars is: A)​television. B)​radio. C)​magazines. D)​newspapers. ANSWER: D 24.​ The major trend in the magazine industry has been the: A)​significant increase in the cost of advertising. B)​growth in the number of specialized publications. C)​trend toward shorter publications. D)​increase in free publications. ANSWER: B 25.​ Regulation may threaten which medium the most? A)​Newspapers B)​Television C)​Outdoor D)​Radio ANSWER: C 26.​ A major limitation of time in the outdoor medium has been removed because of: A)​greater frequency in printing new signage. B)​digital billboards. C)​the appearance of new graphics that can be changed with reduced cost. D)​None of these is correct. ANSWER: B 27.​ Which medium is only used as a supplemental vehicle? A)​Radio B)​Outdoor advertising C)​Television D)​Magazines ANSWER: B 28.​ One of the most targeted media choices available to marketers is: A)​direct mail. B)​magazines. C)​radio. D)​television. ANSWER: A 29.​ Critical to the success of a direct mail approach is: A)​having sufficient postage for return envelopes. B)​providing an incentive with sufficient prepayment to participants. C)​having a good list of prospects. D)​All of these are correct. ANSWER: C 30.​ A major advantage to online advertising is the ability to: A)​easily control promotional costs. B)​use pop-ups effectively. C)​track users closely. D)​monitor competitors easily. ANSWER: C 31.​ Inbound marketing involves which of the following? A)​Driving the individual to the organization’s website and engaging them with the facility B)​Marketing the organization to internal employees for morale C)​Marketing the organization to the internal stakeholders, who then market externally D)​Driving external customers to selected individuals who have been internally educated regarding selected programs ANSWER: A 32.​ Blogging may be defined as a(n): A)​way to communicate with others on the Web. B)​personal diary that can be read by others online. C)​online video. D)​two-way communication between an online buyer and seller. ANSWER: B 33.​ Advertising agencies that have a limited range of services or that specialize in a particular area are referred to as: A)​limited full service. B)​defined-scope agencies. C)​boutique agencies. D)​specialized agencies. ANSWER: C 34.​ When an advertising agency is paid by the media, it can be said to be a(n): A)​commission-based agency. B)​fee-based agency. C)​media-based agency. D)​indirect agency. ANSWER: A 35.​ The major limitation with the competitive parity budgeting method is that it assumes that all competitors: A)​have the same cost curves. B)​budget the same way. C)​are identical in structure. D)​have the same promotional objectives. ANSWER: D 36.​ The major problem with the “all you can afford” budgeting method for promotional strategy is that it can lead to: A)​spending significantly more than the competitors. B)​spending too much or too little than is needed. C)​spending far more than is common in the industry. D)​overspending relative to capital needs. ANSWER: B True/False 1.​True or False? A recent study indicated that the majority of physicians viewed direct-to-consumer pharmaceutical advertising to be a major benefit in making patients more aware of treatment options and having them ask more thoughtful questions. ANSWER: False 2.​To institute a behavioral change with advertsing requires a narrow target market as well as a clear call to action within the message. ANSWER: True 3.​True or False? Chief marketing officers at hospitals state that the most often used budgeting method for adverting is the objective and task method. ANSWER: False 4.​True or False? Activating a positive emotion in an advertisement activates more rationale information processing because it causes the release of dopamine in consumers. ANSWER: False 5.​True or False? The method that attempts to determine the budget relative to the hierarchy of effects is the objective and sales. ANSWER: False 6.​True or False? A good advertising objective must be time based, measurable, and specific to the target market. ANSWER: True 7.​True or False? For pretesting to be effective, the key criterion is that the size of the pretest must be valid. ANSWER: False 8.​True or False? Showing consumers alternative copy to be used in an advertisement is an approach often used in portfolio pretests. ANSWER: True 9.​True or False? The most expensive and elaborate form of pretests is the use of jury tests, where highly knowledgeable jury panels must be identified and formed. ANSWER: False 10.​ True or False? In a theater pretest, consumers view advertisements shown within a movie or television show and then rate them after viewing the video. ANSWER: True 11.​ True or False? In developing the communication program, the medium refers to who will be delivering the message. ANSWER: False 12.​ True or False? Wired magazine would be considered the vehicle a company might use in a promotional campaign. ANSWER: True 13.​ True or False? If the goal is to drive sales or revenue in the short term, then frequency of advertising becomes a major factor in the budgeting objectives. ANSWER: False 14.​ True or False? Ascension Health has decided to purchase billboard space in all major sports stadiums in the United States. This is a decision that selects the medium rather than the vehicle. ANSWER: True 15.​ True or False? Scheduling advertising messages intensely for short periods of time is referred to as bursting. ANSWER: False 16.​ True or False? In a concentration scheduling pattern, a flighting approach is used if there is no seasonality. ANSWER: False 17.​ True or False? In a pulse scheduling approach, advertisements are scheduled on a constant level with occasional heavy periods. ANSWER: True 18.​ True or False? In using advertising dollars, the key goal is to minimize wasted coverage. ANSWER: True 19.​ True or False? A common formula for comparing print media is the cost-per-thousand (CPM) method, which is the cost of the medium to deliver an audience. ANSWER: True 20.​ True or False? Gross rating points are a measure used to assess the frequency of a broadcast vehicle and are calculated into its cost formula. ANSWER: False 21.​ True or False? The cost per point is often used to make comparisons across media markets as well as media vehicles. ANSWER: True 22.​ True or False? Cost per thousand impressions is the preferred rate approach for digital media content. ANSWER: True 23.​ True or False? Cost per click is not a performance-based digital media costing approach. ANSWER: False 24.​ True or False? The marketer’s preferred digital costing metric is cost per action. ANSWER: True 25.​ True or False? Cost per action and cost per thousand impressions are both performance-based metrics. ANSWER: False 26.​ True or False? Affiliate marketing programs typically operate at a lower cost per action level. ANSWER: True 27.​ True or False? The proliferation of television stations in recent years has increased clutter. ANSWER: True 28.​ True or False? Prime-time television costs have risen dramatically in recent years. ANSWER: False 29.​ True or False? A key challenge with radio advertising is that it is difficult to create advertisements. ANSWER: False 30.​ True or False? The medium of choice for health care has been radio because it is local. ANSWER: False 31.​ True or False? In terms of its future, the most threatened of all media is newspapers. ANSWER: True 32.​ True or False? The medium in which segmentation possibilities have been more limited is newspapers. ANSWER: True 33.​ True or False? For reminder advertising programs, such as for “Ask-A-Nurse” call lines, the medium of choice is often newspapers. ANSWER: False 34.​ True or False? In the magazine industry, hospitals have turned to in-flight magazines to promote their institutions. ANSWER: True 35.​ True or False? A growing threat to outdoor media is the ban being placed on them by some communities. ANSWER: True 36.​ True or False? Hospitals are increasingly combining their database marketing sophistication with their selectivity in direct marketing, which is one of the most targeted media available. ANSWER: True 37.​ True or False? Direct mail’s limitations are cost and online competition. ANSWER: False 38.​ True or False? The fastest growing segment of all media is projected to be direct mail. ANSWER: False 39.​ True or False? Geotargeting is available to hospitals and healthcare organizations through the use of streaming services such as Hulu Plus. ANSWER: True 40.​ True or False? Inbound marketing is a strategy to direct referrals into the organization. ANSWER: False 41.​ True or False? Advertising is considered a traditional outbound marketing approach. ANSWER: True 42.​ True or False? Posttest scores are often used to test advertising effectiveness when the promotional plan includes broadcast media. ANSWER: False 43.​ True or False? Hospitals have been relatively slow to adopt social media such as Facebook, Foursquare, and Yelp as marketing and communication tools. ANSWER: False 44.​ True or False? Blogs are a one-way social media tool to post thoughts about experiences with a product or organization. ANSWER: False 45.​ True or False? Similar to an online diary, podcasts are a tool that is more prevalent on the Web. ANSWER: False 46.​ True or False? Some pharmaceutical companies have begun to use social media like Facebook for the launching of new products. ANSWER: True 47.​ True or False? Boutique advertising agencies are limited in that they often deal with only a few clients. ANSWER: False 48.​ True or False? In recent years, advertising agency compensation has changed so that increasing numbers of agencies are being reimbursed via a fee-based system. ANSWER: True 49.​ True or False? The issue of not-for-profit hospitals spending too much on advertising is now being questioned by some state organizations, which suggests that regulators view this marketing mix tool as a for-profit business approach. ANSWER: True