Question 1. Which of the following is an example of a marketing exchange?
The waitress gave Cyrus a menu and he placed his food order.
Griffin helped Mandy replace the air filter in her lawn mower.
Ken and Maggie gave their son an MP3 player for his birthday.
Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence.
Jenny asked Melisa if she could borrow her pen for a while because her pen had stopped working.

Question 2. Momentum Automobiles, an automobile manufacturer, hires Dreams Inc. to cater to its advertising needs. Momentum is only required to provide the necessary finances and does not take part in any decision making. In the given scenario, Momentum Automobiles would be classified as a(n).
client.
illustrator.
full-service agency.
advertising agency.
media organization.

Question 3. Price, product, place, and promotion together form the
points-of-parity.
promotional mix.
marketing mix.
supply chain components.
exchange mix.

Question 4. The BBB is the largest and best known self-regulatory mechanism in the United States for controlling advertising practices that has been established by the business community. BBB stands for
Board for Business Broadcasting.
Board of the Best Businessmen.
Board for Betterment of Broadcasting.
Better Business Bureau.
Best Business Bureau.

Question 5. Advertisers are often supportive of voluntary self-regulation because
self-regulation is viewed as a way of limiting government interference in advertising.
all clients and agencies are affected by voluntary self-regulation.
self-regulation does not require interaction between an agency and a client.
self-regulation results in even more stringent regulations than what state and federal agencies want.
it is simple and less time consuming.

Question 6. Which of the following best defines branding?
It involves creating new product lines within a company in order to expand and develop the company's product portfolio.
It includes making use of more than one marketing channel to reach a huge number of customers and to cover a large geographical area.
It primarily involves marketing through a mobile device which assists the customers with personalized information.
It features building and maintaining a favorable identity and image of the company and/or its products or services in the mind of the consumer.
It involves taking the help of commercial market research agents to conduct a thorough market research before entering a market with unique products.

Question 7. The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is
the source.
the message.
the behavior.
the retention.
the destination.

Question 8. Dental Care, a dental hygiene products manufacturer, has come up with three types of toothpastes for different segments-whitening toothpaste for individuals who buy for aesthetic reasons, strawberry flavored toothpaste for those concerned with the taste, and germ-control toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market?
Demographic
Geographic
Socioeconomic
Benefit
Sociocultural

Question 9. The more specific the firm's advertising objectives, the
easier it becomes to measure advertising effectiveness.
more difficult it is for competitors' advertising to be effective.
easier it is to measure the advertising-sales response function.
lesser the funding needed to meet advertising goals.
more difficult it is for a competitor to use competitive parity budgeting.

Question 10. Many marketing managers prefer sales-oriented objectives for advertising because they believe that
the reason a company spends money on advertising and promotion is to sell its products or service.
the objective of advertising and other promotional mix elements is usually to communicate information or a selling message about a product or service.
the primary role of an IMC program is to communicate.
objectives should be based on the achievement of communication objectives.
they must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.Essay

Question 1. When should companies use advertising agencies for their marketing efforts? What are the major benefits of using an agency?

Question 2. Discuss the Do Not Call Registry developed by the Federal Trade Commission. How does this impact telemarketers and consumers? When is telemarketing within FTC guidelines?

Question 3. Discuss how brand building is changing as marketing moves from the consumer era to the relationship era. Given an example of one company who has made the this transition in building their brand?

Question 4. What are the potential problems of using a celebrity endorser for a product or service? Give an example of a problem a company faced using this promotion technique.