QuestionMultiple Choice1. Modern marketing calls for more

Multiple Choice

1. Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also ________.

a. attract popular celebrities to endorse their brands in order to appear credible

b. reach historically underrepresented markets with their products

c. relate to employees on a more personal level

d. advertise exclusively to current users to cement their commitment to the brand

e. communicate with present and potential stakeholders and the general public

2. Marketing communications are the means by which firms attempt to ________, persuade, and remind consumers about the products and brands that they sell.

a. inform

b. reach

c. attract

d. interest

e. none of the above

3. Marketing communications can contribute to brand equity by establishing the brand in memory and ________.

a. creating interest

b. communicating quality

c. creating demand

d. creating a brand image

e. introducing new products to the market

4. Dramatic changes in consumer technologies and media habits have ________.

a. eroded the effectiveness of the mass media

b. increased the effectiveness of the mass media

c. expanded the appeal of mass-media marketing

d. reduced the cost of mass-media marketing

e. all of the above

Television advertising used to be the most powerful means of hitting the consumer marketing bull’s-eye. Its demise is attributed to ________ and to shifts in the media now used to reach consumers.

f. the aging of the baby boomer demographic

g. a shift in the proportion of radio listening to television viewing

h. increasing consumer cynicism toward advertising

i. the fragmentation of U.S. audiences

j. none of the above

5. The marketing communications mix consists of eight major modes of communications. Which of the following is NOT one of these modes?

a. Personal selling

b. Direct marketing

c. Sales promotions

d. Packaging

e. Advertising

6. Every ________ delivers an impression that can strengthen or weaken a customer’s view of the company.

a. brand equity

b. brand contact

c. salesman

d. featured ad

e. direct-mail piece

7. Marketing communications activities contribute to brand equity in all of the following ways EXCEPT ________.

a. by enhancing brand performance

b. by creating brand awareness

c. by eliciting positive brand judgments

d. by linking the right associations to the brand image in consumers’ memories

e. by facilitating a stronger consumer-brand connection

8. The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the brand and the company.

a. consumers

b. interests

c. interactions

d. usages

e. exposures

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