1. Katie is out with her friends form high school and they convince her to buy a blouse because the guy she likes will think she looks great in it, even though it is out of her budget. Katie made this consumer decision based on what factor(s).
Social influences
Thinking evaluation
Consumer logic
Peripheral route
Answers a and d
2. Beth has just finished answering all of her customer’s questions about the software she is pitching for her prospect’s business. She asks them if setting up their training for during the day or in the evening would work better for them. What part of the personal selling process is this?
Objections
Closing
Demonstrating
Open probing
Finalizing
3. Which of these is not a critical component is designing an advertising campaign
Message strategy
Target audience
Objective
Appeal type
Detailed product information
4. Ad Wizards is launching a series of ads for new client, Magnum Tires, that are based on the idea that parents will react better to ads that get them to feel before thinking. What type of ad appeal is this?
Rational
Hyper
Emotional
Focused
Targeted
5. Which of these is NOT a common part of a firm’s brand?
Public relations
Identity
Image
Associations and beliefs
Logos, colors and taglines
6. Elliott is standing in line at midnight to buy the hot new phone being offered by Grapefruit Technologies. What type of buyer best describes him?
Media savvy
Technological
Innovator
Front runner
Status conscious
7. Which of these is typically a characteristic of a sales promotion?
It requires the consumer to act on the offer in a fixed time
It is advertised via e-media
The consumer must buy the product to benefit from the offer
It is a key part of social media marketing
Answers a and c are both correct
8. Katie is in charge of promoting a new soft drink on campuses across North America. She wants the campaign to be a bit edgy, unconventional, interactive and has a tight budget. Which of these marketing techniques would you recommend to her?
Advertisements on campus TV and radio stations
A series of print ads in the campus newspaper
A guerrilla campaign featuring campus ambassadors
A buy-one, get one campaign run out of the bookstore
Ask the marketing faculty to make it a class project
For following question match the description to the correct part of the IMC mix.
9. Coke has hired a number of college students to skateboard though crowds at sporting events with trays of ice cold cans of their products.
Guerrilla marketing
Advertising
Sales promotion
Public relations
Data management
For following question match the description to the correct part of the IMC mix.
10. Celebrities R Us represents the hottest new boy band. They plan a series of in-person autograph sessions but the fans have to subscribe to the agency’s press releases to find out when and where.
Guerilla marketing
Sales promotion
Public relations
Direct marketing
Micro targeting