Select the correct answer

Chapter 1

1. Paid persuasive communication that uses mass and interactive media to reach broad audiences to connect an identified sponsor with a target audience is known as ________.

A) advertising : X

B) personal selling

C) public relations

D) sponsorship

2. Advertising is usually paid for by the ________.

A) audience

B) target

C) agency

D) advertiser

3. Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

A) trade advertising

B) direct-response

C) word-of-mouth

D) specialties

4. Marketers who have the objective of creating ________ are focused on getting people to talk about their brand.

A) customer value

B) buzz

C) social responsibility

D) a campaign

5. Advertising that announces facts about products that are available in nearby stores and focuses on stimulating store traffic and creating a distinctive image for a retailer is known as retail or ________ advertising.

A) brand

B) direct-response

C) local

D) institutional

Chapter 2

6. The goal of marketing is achieved by matching a product's availability to the ________.

A) competition's availability

B) previous year's level of sales

C) company's production capabilities

D) consumers' need, desire, or demand for the product

7. The various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as ________.

A) brand position

B) point of differentiation

C) brand communication

D) added value

8. The four tools of product, price, place, and promotion are collectively referred to as the ________.

A) product mix

B) promotion mix

C) marketing mix

D) integration elements

9. The materials and ingredients used in producing the product are obtained from other companies that are referred to as the producer's ________.

A) marketers

B) suppliers or vendors

C) distributors or retailers

D) agencies

10. The complex network of vendors that produce components and ingredients which are then sold to the manufacturer is known as the ________.

A) supply chain

B) channel of distribution

C) network chain

D) ingredient chain

Chapter 3

11. ________ results when an external message drives people to feel a need or want to buy a product.

A) Demand creation

B) Direct marketing

C) Social marketing

D) Cause marketing

12. A ________ is a representation of a cultural group that emphasizes a trait or group of traits that may or may not communicate an accurate representation of the group.

A) norm

B) reference group

C) symbol

D) stereotype

13. Which of the following is a term that describes what happens when Western culture is imposed on others?

A) marketing imposition

B) cultural imposition

C) cultural imperialism

D) demand creation

14. ________ is any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution.

A) endorsement

B) comparative ad

C) puffed ad

D) one-sided message

15. ________ are frameworks for right actions and are primarily the domain of religion and philosophy.

A) Missions

B) Ethics

C) Morals

D) Customs

Chapter 4

16. The SMCR communication model begins with the ________.

A) source

B) receiver

C) message

D) channel

17. ________ communication is a form of two-way communication, a dialogue.

A) Mass

B) Target

C) Interactive

D) External

18. ________ is the multitude of messages all competing to get consumers' attention.

A) The medium

B) Feedback

C) Clutter

D) The channel

19. Which key component of perception refers to whether a message is seen or heard?

A) selection and attention

B) exposure

C) interest and relevance

D) awareness

20. ________ means the receiver of the message has become mentally engaged in some way with the ad and the product.

A) Attention

B) Perception

C) Selection

D) Interest