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Marcom Tools Chapter Exam

Exam Instructions:

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

Page 1

Question 1 1. What is it called when the consumers focus on a celebrity instead of the actual product or service?

Question 2 2. What is it called when consumers grow tired of seeing the celebrity hawking multiple products and start to question their credibility?

Question 3 3. What other marketing discipline is related to institutional advertising?

Question 4 4. Your are the president of a local university that is taking heat for tuition hikes. Which of the of following is not a good example of institutional advertising?

Question 5 5. An example of advertising would be; _____.

Page 2

Question 6 6. _____ is an example of public relations.

Question 7 7. Which of the following is the best explanation of sponsorship advertising?

Question 8 8. If an event will not improve your public image, brand loyalty or brand recognition, which criteria to sponsor an event is absolutely not satisfied?

Question 9 9. What is a customer loyalty program?

Question 10 10. How do you determine the format of a program?

Page 3

Question 11 11. Which of the following would NOT be examined through the Eight Strategic Radar Screens?

Question 12 12. What is inconsistency between what stakeholders expect, and what an organization's daily performance is in the workplace?

Question 13 13. The CEO of your company is invited to speak on CNN about your company's success. He is going to use this opportunity to advertise your new product, a computer that is more than 30% faster than the best computer currently sold on the market. What is this an example of?

Question 14 14. Which of the following elements is NOT part of the public relations process?

Question 15 15. Doug is upset that his favorite burger has been discontinued from his favorite establishment. After voicing his displeasure, the store owner brings the burger back. What is this a characteristic of?

Page 4

Question 16 16. Which of the following is NOT an example of a characteristic of proactive public relations?

Question 17 17. Which of the following is an example of CRM?

Question 18 18. Which of the following is the best explanation of cause-related marketing?

Question 19 19. A soap company that offers a laundry detergent flavored soap is using what type of marketing strategy?

Question 20 20. Which type of marketing strategy focuses on which category to market your product in?

Page 5

Question 21 21. You run a television ad listing the features of your new car model and the features of your leading competitor's model. What form of product advertising are you employing?

Question 22 22. You see a huge display of the mascot of a product right next to the product at a local retail store. What's this form of product advertising?

Question 23 23. Brand familiarity becomes important when shopping for lower-involvement purchases because _____.

Question 24 24. Kayla bought butter last week but paid no attention to the brand when she made her purchase. This is an example of _____.

Question 25 25. What happens when brand power is acquired through the name recognition, which allows the company to achieve larger sales and profits?

Page 6

Question 26 26. Which of the following is not usually a component of institutional advertising?

Question 27 27. How is advertising described compared to public relations?

Question 28 28. A burger restaurant sponsoring a hot dog eating contest violates which criteria for selecting an appropriate event to sponsor?

Question 29 29. What is an example of a customer loyalty program?

Question 30 30. You have a large construction company based in New York. Your company is interested in working on government-run infrastructure projects. Which of the following would be the MOST likely target of your company's competitive intelligence?

Marcom Tools Chapter Exam Instructions

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

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