Lead Author(s): Saylor Academy
Student Price: FREE
This large question pack explores various approaches and aspects to marketing strategy, covering concepts to small case studies.
This content is licensed under the Creative Commons Attribution 3.0 Unported License.
An advertising manager anticipates that sales for the upcoming year will be $10 million. This figure matches the sales amount for the current year. If the company has traditionally used a percentage‑of‑sales figure of 10% to set its promotional budget, how much will the promotional budget be for the upcoming year?
More information is necessary to determine the promotional budget.
As the advertising manager for your company, you would like to have a high SOV (Share of Voice). What is the easiest way to obtain high SOV?
Position the company against its nearest competitor.
Focus advertising on the most profitable products within the product line.
Use image advertising with an emotional appeal.
Buy a lot of ad space.
As the Director of Marketing for your company, you have decided to base the firm’s advertising budget on a percentage of the amount of goods sold last year. What form of budgeting have you chosen for your company?
Although many marketing experts traditionally will evaluate a campaign’s success in terms of intangibles, such as brand awareness, top management insists on more tangible results such as ______________.
Return on investment (ROI)
Winning industry promotion awards
Budget decisions are affected by conditions that are ______________ to the client.
Both internal and external
In ______________ budgeting, company leaders determine the overall amount the firm will spend on promotional activities for the year.
Research indicates that less than ______________ of companies evaluate their communication campaigns on the basis of the campaign’s effect on profits.
Sony has a reputation as being a company with a high degree of brand loyalty. Which of the following advertising objective‑and‑tasks would most likely be something that would be of interest to Sony’s advertising team?
Overcoming customer complaints
Repairing brand reputation
Retaining existing customers
Product differentiation and initial brand identification
Which method of budgeting is typically used by high‑tech start‑ups who are generally driven by product innovation?
Which of the following is the most frequently used bottom‑up budgeting approach?
According to the company’s website, Whole Foods Market matches its products and service offerings to a particular lifestyle. Which of the following branding strategies is best illustrated by Whole Foods Market’s approach?
All of the following are good illustrations of personality traits often found in brands and branding communication strategies EXCEPT:
Branding experts agree that a brand’s ______________ is the total benefit that a brand provides to its customers relative to the competition.
FUBU clothing manufacturer has decided to refocus marketing efforts from urban, African American males 13–19 years of age to suburban, Caucasian males 17–25 years of age. Which of the following steps in a situation analysis most likely revealed trends that dictated the company’s change in strategy?
Know who you are
Economics and cost
What is differentiating your product or service from others using a trademarked name or logo called?
What is the first step an advertising manager needs to undertake in order to create an advertising strategy?
Identify the situation.
Create a preliminary strategy and test it.
Which of the following is considered to be a primary benefit of branding for the manufacturer?
Offers legal protection
Simplifies global entry possibilities
Which of the following is NOT one of the four phases associated with the achievement of an advertising objective through the DAGMAR Process?
Which of the following is the best example of a solid branding strategy?
Hire an attractive spokesperson.
Design your product’s package to look like the leading competitor.
Price your product so it is in line with other competitive products.
Create a barrier to market entry.
Which of the following strategies involves formulating a clear image of a product's values?
A salesman in a department store won a trip from a clothing manufacturer for selling the most items from its fall line of clothing. This is known as which of the following?
A merchandising allowance
Customer relationship management (CRM) uses the specific information about individual consumers to do which of the following?
To create more effective marketing communications specific to the consumer
To stimulate a bargaining environment: he who has the most information wins
To create prediction models for trends
To sell that information to other interested marketers
Entrepreneur and adventurer Richard Branson would occasionally parachute to grand openings and activities that he wished to promote. Media were notified in advance where he would land. Mr. Branson’s public relations activities would most correctly be described as being a ______________.
Consumer contact strategy
Jones Soda asked its loyal customers to share their enthusiasm for the company’s drink products with at least ten friends via the Internet or social network forums. What is this form of marketing often called?
The integrated marketing communications (IMC) perspective emphasizes all of the following EXCEPT:
Packaging and viral promotions.
Use and coordination of all promotional products to support communication.
Maximization of available resources even when they are scarce.
Specific communications objectives and a plan for reaching those objectives.
What is generally the primary purpose of a coupon that is used as part of an overall integrated marketing communication campaign?
To encourage immediate purchase
To give location or phone numbers to customers
To build brand image
To provide information on unknown product features
What is the most important element of sales promotion?
Lack of consistency
What is the primary reason for using an integrated marketing communications (IMC) approach in advertising?
It is less costly than other methods.
It creates a unified voice that provides a more powerful and memorable message.
It is more profitable than any other method.
It is the only model that is successful globally.
What is the purpose of public relations (PR)?
To respond to attacks from the outside public
To “spin” the media in important issues
To provide copy for public‑oriented advertising
To build good relationships with the advertiser’s publics
Which of the following is the best example of a nontraditional (new‑age) approach to the integrated marketing communications (IMC) perspective?
A billboard’s size is doubled to ensure sight recognition.
A branded billboard is inserted in a videogame to promote the advertiser’s product.
Local radio and newspapers coordinate their news release for a new movie.
Drink cups at a hamburger franchise promote a new movie.
A local restaurant announced free food for any lefties on August 13 (National Lefthanders Day). People spread the word in the community via the Internet, mobile communication, and word‑of‑mouth. Passing information in this way is best described as which of the following?
A press release
A video news release
An advertising director is looking for a media format that will have, as one of its strengths, national reach. Which media format should she select?
For a media buyer considering network television, disadvantages as well as advantages must be considered. All of the following are considered to be disadvantages of using network television in a media mix EXCEPT:
Long lead time for placing an ad.
In a recent video game, an action hero climbed into his Ford Mustang GT. As he roared away from the curb he checked his TAG watch. Which of the following new communication models would be most closely tied to this example of product placement?
The Sun Spot sunglasses hut is trying to sell its seasonal merchandise via a local TV campaign. Most of the seasonal merchandise is classified as being more mature products. What type of media message strategy would the Sun Spot most likely choose to accomplish their objective?
Which of the basic media scheduling patterns would be most appropriate if an advertiser wanted to spread the media’s effects evenly across the duration of the campaign?
Which of the following includes a range of text, still‑image, animated graphics, streaming video, and interactive advertising?
Direct mail advertising
Which of the following media audiences is the most difficult to measure and segment?
Which of the following media beats all other media in letting the advertiser present in‑depth information for less cost?
Which of the following statements about the state of cell phone advertising in the U.S. today is true?
Cell phone advertising now receives an average of 18% of all promotional budgets.
Cell phone advertising is now available for all cell phone plans.
Cell phone advertising is still in its infancy in the United States.
Cell phone advertising only works in major cities.
According to research on effective versus ineffective radio ads, duration has great impact. With respect to duration of the commercial, which of the following statements most closely matches those presented in the research?
The shorter the duration of the commercial the better.
Spots of 45 seconds or more are most effective.
Duration is not as important as good duplication of a TV soundtrack.
Spots that last 15 to 30 seconds are preferable to those that last longer.
Housewives in four focus groups noted that they really loved a recent ad campaign. From this focus group research, what type of evidence have you collected?
If you were interested in using ROI as a metric to measure the success of your advertising campaign, which of the following questions would the ROI metric most likely be able to answer?
Which medium would be best for advertising efforts?
What did I spend, and what did I get in return?
What would be the best time to advertise?
Who in the general public would make the best target customer for the ads?
In a commercial message, what is the function of music throughout the communication?
To draw attention away from a high price
To carry the emotional tone
To suggest an activity
To help the consumer to focus
The Data Source research agency is looking for an effectiveness metric that will determine whether its online ads are working or not. Specifically, the agency is looking for a measurement model that only notes the revenue event after the consumer “clicks” to see the ad. What metric should Data Source select?
What is the primary reason that many managers cut advertising from their budgets when money needs to be conserved?
Many managers see advertising as a cost rather than as an investment.
Most managers do not like advertising or the people that work in the field.
Most managers do not trust the advice given by advertisers—they always want to spend more.
Many managers do not know how to really do advertising correctly and tend to drop it when communication problems occur.
Which elements are key to excellence in advertising?
Targeting and resources
Strategy and tactics
Resonance and relevance
Creation and delivery
Why is likeability so important to an ad’s success?
Likeable commercials are less likely to be zapped or avoided.
Likeability is the “gatekeeper” to further processing once the likeable ad gets our attention.
The positive feelings the ad evokes transfer from the advertisement to the brand.
All of the
You have decided to design a commercial that displays your client’s product’s features, advantages, and price. Which of the following appeals most closely matches the design objectives that you have chosen?
“John, you have created a wonderful ad that expresses just the right tone and attitude,” said the creative director. Which of the following processes is most closely related to the creative director’s compliment to John?
Content on this site is licensed under a Creative Commons Attribution 3.0 Unported License .
Saylor Academy and Saylor.org® are trade names of the Constitution Foundation, a 501(c)(3) organization through which our educational activities are conducted.
Course Designer: Charles Jumper and Melinda Salzer