Dr.G.R.

Damodaran College of Science

(Autonomous, affiliated to the Bharathiar University, recognized by the UGC)Re-
accredited at the 'A' Grade Level by the NAAC and ISO 9001:2008 Certified
CRISL rated 'A' (TN) for MBA and MIB Programmes

III BSc VISUAL COMMUNICATION [2017-2020]

SEMESTER VI
CORE: INTEGRATED MARKETING COMMUNICATION- 611B
Multiple Choice Questions.

1. The first step in the IMC planning process is ________.

A. The situation analysis.
B. Budget determination.
C. A review of the marketing plan.
D. Specification of communications objectives
ANSWER: C

2. The second stage of the IMC planning process is the ________.

A. Mission statement.
B. Development of marketing job descriptions
C. Promotional analysis.
D. Advertising plan.
ANSWER: C

3. The ____________ that is selected to communicate the product/service to clientele forms the
promotional mix.
A. marketing.
B. product.
C. promotional budgets
D. promotional methods.
ANSWER: D

4. Today's marketers need __________.

A. neither creativity nor critical thinking skills.
B. both creativity and critical thinking skills.
C. critical thinking skills but not creativity.
D. creativity but not critical thinking skills.
ANSWER: B

5. __________ involves high price and high promotion.

A. Rapid skimming.
B. Slow skimming.
C. Rapid penetration.
D. Slow penetration.
ANSWER: A

6. _________ is the only revenue generating element amongst the four Ps.
A. Price.
B. Product.
C. Place.
D. Promotion.
ANSWER: A

7. . __________ phase customers preferences have changed in favour of more efficient and better
products.
A. Maturity.
B. Growth.
C. Decline.
D. Early growth.
ANSWER: C

8. To a manufacturer ___________ represents the quantity of money.

A. product.
B. price.
C. promotion.
D. none of the above.
ANSWER: B

9. The final stage of the IMC planning model is _________.

A. Budget determination.
B. The development of the media strategy
C. Analysis of communication process.
D. Monitoring, evaluation, and control.
ANSWER: D

10. _________ strategy is where, price are kept lower than its competition firm to gain a foothold in highly
competitive market.
A. Skimming.
B. Penetration.
C. Differential.
D. Geographical.
ANSWER: B

11. In _________ strategy the firm prices its product across different market segments.
A. penetration.
B. skimming.
C. differential.
D. geographical.
ANSWER: C

12. Promotion mix includes tools like

A. Advertising, product development, Sales promotion, Personal selling and direct marketing
B. Advertising, sales promotion, Personal selling, Distribution network, and direct marketing
C. Advertising, Public Relations, Sales Promotion, Personal Selling, Direct Marketing
D. Product, price, place, public relations.
ANSWER: C

13. __________is the process of determining what a company will receive in exchange for its products.
A. Product.
B. Pricing.
C. Promotion.
D. Value.
ANSWER: B

14. . _________ is the only revenue generating element amongst the four Ps.
A. Price.
B. Product.
C. Place.
D. Promotion.
ANSWER: A

15. Pricing policies are based on __________, _________ and ________.

 A. cost, demand and competition.
B. finance, accounting and share.
C. production, competition and environment.
D. production, internal and external environment.
ANSWER: A

16. ________ is used to increase sale volume to level up the ups and downs that come to the organization.
A. Demand.
B. Price.
C. Production.
D. Promotion.
ANSWER: B

17. Factors considered while setting the budget for promotion include
A. PLC and Market share
B. Product type and advertising agency
C. Market Share and purchasing power
D. Share price and Company image
ANSWER: A

18. __________ decision are critical in nature as they affect the viability of the firm and the product.
A. Product.
B. Price.
C. Promotion.
D. Distribution.
ANSWER: D

19. _______ is where the majority of resellers stock the 'product' with convenience products.
A. Intensive distribution.
B. Selective distribution
C. Exclusive distribution.
D. None of the above.
ANSWER: A

20. Who sells the product to end customer ?

A. Wholesaler.
B. Retailer.
C. Distributor.
D. Dealer.
ANSWER: B

21. ________ is where an organization sells its products directly to the end customer.
A. Door to door.
B. Direct mailing.
C. Direct distribution.
D. None of the above.
ANSWER: C

22. Middlemen reduce the problems of _____________ and _____________.

A. wholesale and retail.
B. manufacturer and wholesale.
C. producers and consumers.
D. retail and consumers.
ANSWER: C

23. The __________ depends upon the stage of the product in product life cycle.
A. marketing mix.
B. promotion mix.
 C. product mix.
D. all the above.
ANSWER: B

24. ___________ represents all of the communications that a marketer may use in the market place.
A. Promotion.
B. Advertising.
C. Public relation.
D. Sales promotion.
ANSWER: A

25. _________ means the use of short-term incentives which are designed to encourage immediate
purchase of the product.
A. Advertising.
B. Samples.
C. Promotion.
D. Sales promotion.
ANSWER: D

26. _________ is the non-personal form of communication for which the seller pays to promote the
product.
A. Sales promotion.
B. Distribution.
C. Advertising.
D. Personal selling.
ANSWER: C

27. ___________ is the non paid form of promotion.

A. Advertising.
B. Personal selling.
C. Public relations.
D. Direct selling.
ANSWER: C

28. Advertising is intended to ____________ and _______________.

A. persuade and inform.
B. awareness and inform.
C. persuade and awareness.
D. inform and creativity.
ANSWER: A

29. __________ means understanding and responding to customer needs.

A. Manufacturing.
B. Marketing.
C. Production.
D. None of the above.
ANSWER: B

30. Modern marketing calls for more than developing a good product, pricing it attractively, and making it
accessible. Companies must also________ with present and potential stakeholders, and the general public.
A. attract.
B. reach.
C. advertise
D. communicate
ANSWER: D

31. The _____ is the controllable elements of product, promotion, price, and place, which are used to
facilitate exchange in a marketplace.
 A. promotional mix.
B. marketing mix.
C. advertising mix.
D. IMC mix.
ANSWER: B

32. Prior to the movement to integrated marketing communications, the promotional function in most
companies was dominated by __________.
A. Mass media advertising.
B. Sales promotion.
C. Public relations.
D. Publicity.
ANSWER: A

33. The central theme of the concept of _____ is that all of an organization's marketing and promotional
elements and activities communicate with its customers.
A. the marketing mix.
B. exchange.
C. integrated marketing communications.
D. the promotional mix.
ANSWER: C

34. The marketing communications mix consists of six 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.
ANSWER: D

35. Which of the following is NOT an advantage inherent in the use of advertising?
A. Ability to control the message.
B. Low cost per contact.
C. Ability to create brand images and symbolism.
D. Immediate feedback.
ANSWER: D

36. _____ is a system of marketing by which organizations communicate directly with target customers to
generate a response and/or a transaction.
A. Advertising.
B. Sales promotion.
C. Direct marketing.
D. Publicity.
ANSWER: C

37. ________ is the set of beliefs, ideas, and impressions a person hold regarding an object.
A. Brand
B. Product.
C. Image
D. Concept.
ANSWER: C

38. . Cognitive dissonance occurs in which stage of the buyer decision process model?
A. Need recognition.
B. Information search.
C. Evaluation of alternatives
D. Postpurchase behavior.
ANSWER: D
39. All of the following would be ways to segment within the category of psychographic segmentation
except____________.
A. Social class.
B. Occupation.
C. Lifestyle.
D. Personality.
ANSWER: B

40. The total number of items that the company carries within its product lines refers to the ___________
of the product mix.
A. width.
B. depth.
C. length.
D. consistency.
ANSWER: C

41. In terms of special product life cycles, a _____________ is a basic and distinctive mode of expression.
A. genre.
B. style.
C. fashion.
D. fad.
ANSWER: B

42. _______________ factors are the most popular bases for segmenting customer groups.
A. Geographic.
B. Demographic.
C. psychographic.
D. Behavioral.
ANSWER: B

43. The stage in the product life cycle that focuses on expanding market and creating product awareness
and trial is the _______________.
A. decline stage.
B. introduction stage.
C. growth stage.
D. maturity stage.
ANSWER: B

44. According to Maslows hierarchy of needs lower order would be ____________

A. satisfied first
B. satisfied last.
C. not satisfied
D. none of the above
ANSWER: A

45. A ________________ is a promotion strategy that calls for using the sales force and trade promotion
to move the product through channels.
A. push strategy.
B. pull strategy.
C. blocking strategy.
D. integrated strategy.
ANSWER: A

46. Which of the following is NOT one of the five stages of the buyer decision process?
A. Need recognition.
B. Brand identification.
C. Information search.
 D. Purchase decision.
ANSWER: B

47. According to the text, the most dramatic of the environments that affect marketing and appears to be
now shaping our world is the ________________ environment.
A. natural.
B. demographic.
C. economic.
D. technological.
ANSWER: D

48. Sponsorship belongs to the promotional tool to _________________.

A. business marketing
B. marketing.
C. marketing management
D. advertising.
ANSWER: B

49. A ____________________ is the way consumers perceive an actual or potential product.

A. product idea.
B. product image.
C. product concept.
D. product feature.
ANSWER: B

50. . The place in the business buying behavior model where interpersonal and individual influences might
interact is called the ________________.
A. environment.
B. response.
C. stimuli.
D. buying center.
ANSWER: D

51. Integrated marketing communications is a concept of marketing communications planning that

recognizes the added value of a________ plan.
A. integrated.
B. coherent.
C. complete.
D. comprehensive
ANSWER: D

52. A _______________ is any activity or benefit offered for sale that is essentially intangible and does
not result in the ownership of anything.
A. demand.
B. basic staple.
C. product.
D. service.
ANSWER: D

53. . When a marketing research organization chooses a segment of the population that represents the
population as a whole, they have chosen a _______________.
A. group.
B. bi-variant population.
C. sample.
D. market target.
ANSWER: C

54. The promotional mix element that allows for the most immediate and precise feedback from the
customer is _________.
A. Advertising.
B. Sales promotion.
C. Direct marketing.
D. Personal selling.
ANSWER: D

55. The _____ is a written document that describes the overall marketing strategy and programs developed
for an organization, product line, or brand.
A. promotional plan.
B. marketing plan.
C. communications plan.
D. marketing audit.
ANSWER: B

56. A marketing plan usually includes _________.

A. A corporate mission statement.
B. Job descriptions and job specifications.
C. A media schedule.
D. A detailed situation analysis.
ANSWER: D

57. The term "marketing mix" describes ______________________.

A. a composite analysis of all environmental factors inside and outside the firm.
B. a series of business decisions that aid in selling a product.
C. the relationship between a firm's marketing strengths and its business weaknesses.
D. a blending of four strategic elements to satisfy specific target markets.
ANSWER: C

58. The product is a combination of __________ and _______________.

A. formal and augmented.
B. tangible and intangible.
C. core and augment.
D. benefits and satisfaction.
ANSWER: B

59. An internal situation analysis looks at all of the following except ________.
A. Competitive analyses.
B. Corporate and brand image analyses.
C. Organization of the promotional department.
D. Results of the firm's previous promotional programs.
ANSWER: A

60. An external situation analysis could include all of the following except ________.
A. A competitive analysis.
B. A hierarchy for firm's marketing and promotion departments.
C. A review of legal and regulatory factors.
D. An analysis of overall economic trends in society.
ANSWER: B

61. What is the next stage in the IMC planning process, once marketing and communication objectives
have been set?
A. Budget determination.
B. Implementation of those objectives.
C. Media selection scheduling.
D. Recruitment of marketing and promotion personnel.
ANSWER: A
62. The___________ is the foundation of any advertising or marketing campaign.
A. Research
B. Target segmentation
C. Creative brief.
D. Media planning
ANSWER: C

63. The final stage of the IMC planning model is _________.

A. Budget determination.
B. The development of the media strategy.
C. Analysis of communication process.
D. Monitoring, evaluation, and control.
ANSWER: D

64. The hierarchy-of-effects model contains awareness, knowledge, liking, ________, conviction, and
purchase
A. cognitive response
B. preference
C. interest
D. attitude
ANSWER: B

65. A major reason for the development of IMC has been?

A. A more joint approach to strategy
B. The Internet
C. Increasingly little difference between products
D. The move towards relationship marketing
ANSWER: D

66. Which type of sales promotion uses free samples, coupons, and rebates?
A. consumer promotion
B. trade promotion
C. sales force promotion
D. place promotion
ANSWER: A

67. IMC has emerged as a reaction to the__________.

A. growing competition
B. demands of agencies
C. demands of shareholders
D. demands of clients
ANSWER: A

68. Marketing environment researching the size, density, location, age, and occupations of your target
market is __________.
A. psychographic.
B. demographic.
C. personal
D. geographic.
ANSWER: B

69. The _____ environment consists of factors that affect consumer purchasing power and spending
patterns.
A. social-cultural.
B. political-legal.
C. technological.
D. economic.
ANSWER: D
70. One of the major concerns for marketers about the natural environment is the _____.
A. number of protestors against misuse.
B. shortages of raw materials.
C. increases in recycling.
D. none of the above.
ANSWER: B

71. The advantages of integrated marketing communications to the firm are many. Which of the following
is NOT one of the advantages of having an integrated marketing communications program?
A. It forces management to think about how the company communicates.
B. It forces management to think about every way the customer comes in contact with the company
C. It increases consumer involvement
D. It produces greater sales impac
ANSWER: C

72. .________ is a combination of marketing functions, including advertising, used to sell a product
A. Sales promotion
B. Marketing mix
C. Public relations
D. New advertising
ANSWER: B

73. The term Marcom refers to-__________________________.

A. Marketing Communication
B. Manufacturer communication
C. Marketing Competition
D. Manufacturer Competition
ANSWER: A

74. Marketers can take _____ by taking aggressive action to affect the publics and forces in their
marketing environments.
A. an environmental perspective.
B. an environmental management perspective.
C. a natural perspective.
D. a natural management perspective.
ANSWER: B

75. __________ describes the actions a person takes in purchasing and using products and services.
A. Marketing.
B. Market research.
C. Consumer behavior.
D. Consumer management.
ANSWER: C

76. The stages a buyer passes through in making choices about which products and services to buy is
called the __________.
A. Situational analysis sequence.
B. VALS inventory.
C. Purchase decision process.
D. Hierarchy of learning.
ANSWER: C

77. ________stage in the consumer purchase decision process suggests criteria to use for the purchase,
yields brand names that might meet the criteria, and develops consumer value perceptions.
A. Problem recognition.
B. Information search.
C. Alternative evaluation.
 D. Purchase decision.
ANSWER: B

78. . A consumer's __________ refers to the personal, social, and economic significance of a purchase to
the consumer.
A. involvement.
B. aspiration.
C. acculturative response.
D. motivation.
ANSWER: A

79. Fully integrated marketing communications are being practiced currently by______________.
A. many organizations
B. a few multinational
C. most advertising agency
D. dotcoms
ANSWER: A

80. The purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states
are all examples of __________, which affect the purchase decision process.
A. marketing mix influences.
B. psychological influences.
C. situational influences.
D. socio cultural influences.
ANSWER: C

81. The measure of the percentage of people in the target market who are exposed to the advertising
campaign during a given period of time is called as
A. Awareness
B. reach
C. conversion
D. depth
ANSWER: B

82. __________ is the energizing force that stimulates behavior to satisfy a need.
A. Selective perception.
B. Antecedent state.
C. Motivation.
D. Cognitive dissonance.
ANSWER: C

83. People within a reference group who because of their special skills, knowledge, personality or other
characterstics exert social influence on others are called
A. reference group
B. opinion leaders
C. influencers
D. recommenders
ANSWER: B

84. Those needs that are represented by the need for achievement, status, prestige, and self-respect are
__________ needs.
A. physiological.
B. safety.
C. social.
D. personal.
ANSWER: D

85. Those needs that are concerned with love and friendship are __________ needs.
 A. physiological.
B. safety.
C. social.
D. personal.
ANSWER: C

86. __________ is the process by which an individual selects, organizes, and interprets information to
create a meaningful picture of the world.
A. Motivation.
B. Attitude formation.
C. Conformance.
D. Perception.
ANSWER: D

87. The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore
messages that are inconsistent is called________.
A. Selective retention.
B. Selective comprehension.
C. Selective exposure.
D. Selective perception.
ANSWER: C

88. The marketing communications mix consists of six 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
ANSWER: D

89. People influencing each other during conversations is referred to as________.

A. Opinion making.
B. Publicity.
C. Personal selling.
D. Word of mouth.
ANSWER: D

90. Which of the following statements describes how the human communication process relates to
advertising?
A. The advertising agency that prepares the ad is the decoder.
B. The medium in which the ad is placed is called its message
C. Feedback occurs from the source to the receiver.
D. The person who sees or hears the ad is called the receiver.
ANSWER: D

91. Attention phase will create ___________ to customer.

A. interest.
B. desire.
C. wants.
D. needs.
ANSWER: A

92. Desire is the 3rd phase that _________ an action to buy.

A. response.
B. stimulates.
C. action.
D. desire.
ANSWER: B
93. A message is conveyed by means of a __________ such as a salesperson, advertising media, or public
relations tools.
A. encoding device.
B. promotional program.
C. channel of communication.
D. direct feedback loop.
ANSWER: C

94. When companies use tools such as special events, lobbying efforts, and annual reports for
communication, they are using_________.
A. Advertising.
B. Sales promotion.
C. Direct marketing.
D. Public relations.
ANSWER: D

95. __________ uses direct communication with consumers to generate a response in the form of an order,
a request for further information, or a visit to a retail outlet.
A. Advertising.
B. Personal selling.
C. Sales promotion.
D. Direct marketing.
ANSWER: D

96. Like personal selling, __________ often consists of interactive communication.

A. direct marketing.
B. advertising.
C. a sales promotion.
D. publicity.
ANSWER: A

97. Communication with various internal and external publics to create a image for a product or
corporation is _________.
A. new advertising
B. marketing mix
C. public relations
D. advertising
ANSWER: B

98. At ________stage in the product life cycle, a company's promotional objective most likely be to
increase the level of consumer awareness.
A. Introduction.
B. Growth.
C. Maturity.
D. Decline.
ANSWER: A

99. The key to developing successful IMC programs is to___________.

A. Create a process that makes it easier to design and use them.
B. Develop staff positions.
C. Provide advertising department approval.
D. Include necessary environmental capabilities.
ANSWER: A

100. A major part of audience analysis is assessing the current image of the company, its product, and
its________.
A. reputation.
 B. competitors.
C. markets.
D. users.
ANSWER: B

101. The first decision in developing a promotion program is to_________.

A. Set the budget.
B. State the mission.
C. Identify the target audience.
D. Select the appeal.
ANSWER: C

102. The sequence of stages a prospective buyer goes through from initial awareness of a product to
eventual action (either trial or adoption of the product) is referred to as___________.
A. The purchase continuum.
B. The hierarchy of effects.
C. The consumer-product cycle.
D. The consumer purchasing hierarchy.
ANSWER: B

103. The increasing interest in customer relationship management is reflected in the dramatic growth of
__________.
A. advertising.
B. sales promotion.
C. personal selling.
D. direct marketing.
ANSWER: D

104. Macro environmental factors are __________.

A. controllable factors.
B. non-controllable factors.
C. strong factors.
D. weak factors.
ANSWER: B

105. Marketing objectives need to be consistent with ____________.

A. advertising objectives.
B. promotional objectives.
C. creative objectives.
D. corporate objectives.
ANSWER: D

106. A process of gathering input from a target group to help determine the effectiveness and
appropriateness of written text is known as ________.
A. copy testing.
B. ad testing.
C. post testing.
D. pre-testing.
ANSWER: A

107. Advertising research is not limited to testing __________.

A. consumer behaviour.
B. message effectiveness.
C. media effectiveness.
D. creativity.
ANSWER: D

108. The __________ decision involves efficiently managing the assets on the balance sheet on a day-to-
day basis, especially current assets.
A. asset management.
B. financing.
C. investment.
D. accounting
ANSWER: A

109. According to the macro model of communication, the four major communication functions are
decoding, response, feedback, and________.
A. message.
B. encoding.
C. responsed.
D. noise.
ANSWER: B

110. A major part of audience analysis is assessing the current image of the company, its product, and
its________.
A. reputation.
B. competitors.
C. markets.
D. users.
ANSWER: B

111. Formulating the communications to achieve the desired response will require solving three problems:
message strategy, creative strategy, and________.
A. market specific advertising.
B. media sources.
C. advertising.
D. message source.
ANSWER: D

112. The marketing research process consists of four steps. Which of the following is not one of these
steps?
A. Defining the problem and research objectives.
B. Developing the research plan for collecting information.
C. Evaluating the competitor strategies
D. None of the above
ANSWER: C

113. Communicators use positive emotional appeals to attract consumer attention and raise their________
with an ad.
A. emotions
B. exposure
C. involvement
D. assessment
ANSWER: C

114. Personal communications channels derive their effectiveness through________, presentation and
feedback.
A. effective.
B. individualized.
C. group.
D. canned.
ANSWER: B

115. A promotion strategy that involves the manufacturer using advertising to induce consumers to ask for
the product is known as
A. push strategy
 B. pull strategy
C. brand strategy
D. demand strategy
ANSWER: B

116. Sales promotions tools offer three distinctive benefits to marketers. Among these benefits are
communication, invitation, and________.
A. incentive.
B. impersonality
C. exclusion
D. inclusion.
ANSWER: A

117. Companies must consider several factors in developing their communications mix: type of product
market, consumer readiness to make a purchase, and the stage in the ________.
A. product life cycle.
B. marketing mix.
C. advertising mix.
D. buying process.
ANSWER: A

118. Expand USP.

A. Unique Selling Proposition
B. Universal selling proposition
C. Unified selling proposition
D. Unlimited selling proposition
ANSWER: A

119. __________ Transaction could result in mutual satisfaction of both buyer and seller
A. Buying
B. Selling
C. Marketing.
D. Purchasing.
ANSWER: C

120. Which marketing communications tool best encourages action?

A. Personal selling.
B. Direct marketing.
C. Public relations.
D. Advertising.
ANSWER: A

121. The anxiety created in most purchases which lasts for long even after the purchase is made-------------
---
A. Cognitive assonance
B. Dissuasion
C. cognitive dissonance
D. confusion
ANSWER: C

122. . A particular group of consumer singled out for an advertisement campaign is ___________.
A. segment audience.
B. target audience.
C. target segment.
D. segment group.
ANSWER: B

123. Which of these is a possible disadvantage of IMC?

 A. Centralization.
B. Communications synergy
C. Co-ordinated product development
D. Customer focus.
ANSWER: A

124. P and L means ______________.

A. production and loss
B. product and less
C. profit and loss.
D. promotion and loss.
ANSWER: C

125. The _________ is the bundle of satisfaction that a customer buys.

A. product.
B. goods.
C. commodity.
D. purchase.
ANSWER: A

126. Characteristics not affecting consumer behaviour is _________.

A. culture.
B. family.
C. social class.
D. placement of products.
ANSWER: D

127. AIDA stands for ________.

A. Advertisement, Interest, Demand, Acquire.
B. Advertisement, Interest, Desire, Attention.
C. Attention, Interest, Desire, Action.
D. Action, Interest, Demand, Attention.
ANSWER: C

128. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet
to communicate directly with specific consumers?
A. advertising
B. public relations
C. direct marketing
D. sales promotion
ANSWER: C

129. The major advantage of survey research is its ________.

A. Simplicity.
B. Structure.
C. Organization.
D. Flexibility.
ANSWER: D

130. The value of a brand that adds to a product is known as_______________.

A. Brand Image
B. Brand Name
C. Brand Equity
D. Brand positioning
ANSWER: C

131. The 'T' in SWOT stands for___________________.

A. Telemarketing
 B. Threat
C. Technology
D. Travel
ANSWER: B

132. Market expansion is usually achieved by_______.

A. More effective use of distribution.
B. More effective use of advertising.
C. By cutting prices.
D. All of the above are suitable tactics.
ANSWER: A

133. Evaluative Research assesses the effectiveness of ___________.

A. pre-campaign.
B. mid-campaign .
C. post-campaign.
D. message decisions.
ANSWER: D

134. The extent of loyalty of the customers, the premium that the brand is able to charge, the strength of
the image that the brand has built on determines
A. brand equity
B. brand value
C. brand preference
D. brand mark
ANSWER: A

135. The exchange of goods and services for other products is known a_________________.
A. Barter system
B. Exchange system
C. Transaction
D. Value system
ANSWER: A

136. Ensuring that local community stakeholders are supportive of the event is important because
______________.
A. it helps the smooth running of the event.
B. it is a legal requirement.
C. it helps to attract local participants.
D. it discourages participants from outside of the community.
ANSWER: C

137. In the relationship marketing firms focus on __________ relationships with __________.
A. short term; customers and suppliers.
B. long term; customers and suppliers.
C. short term; customers
D. long term; customers.
ANSWER: B

138. . Political campaigns are generally examples of__________.

A. Cause marketing.
B. Organization marketing.
C. Event marketing
D. Person marketing.
ANSWER: D

139. POP means _____________.

A. point of perception
 B. point of proposition
C. point of selling
D. point of purchase.
ANSWER: D

140. A market orientation recognizes that_______.

A. Price is the most important variable for customers.
B. What the customer thinks he or she is buying is what is important.
C. Selling and marketing are essentially the same thing.
D. Sales depend predominantly on an aggressive sales force.
ANSWER: B

141. ELM model is based on

A. central route and peripheral processing
B. cognitive and behavioural factors
C. cultural and situational factors
D. attitude of the consumer
ANSWER: A

142. The stages a buyer goes through in moving towards a purchase is known as _____________.
A. Hierarchy of Effects
B. Hierarchy of needs
C. ELM model
D. AIDA model
ANSWER: A

143. _______ needs to correspond to the marketing objectives to make them operational.
A. Marketing strategies.
B. Marketing message.
C. Event identity.
D. Advertising.
ANSWER: A

144. The effect that a message has on the audience is called ___________.
A. creativity.
B. impact
C. originality.
D. empathy.
ANSWER: B

145. The consumer buying decisions are greatly influenced by the __________.
A. product image.
B. brand image.
C. corporate image.
D. Packaging
ANSWER: B

146. . During the pre-purchase phase the maximum effectiveness is that of _________.
A. sales promotion.
B. personal selling.
C. advertising.
D. publicity.
ANSWER: C

147. The benefits customers experience from direct marketing are________.

A. Reduced prices.
B. Shopping convenience.
C. The psychosocial benefit of being valued
 D. Time utility.
ANSWER: A

148. The largest medium for direct response is__________.

A. Broadcast.
B. Mail.
C. Telemarketing.
D. Door-to-door.
ANSWER: B

149. A concept related to performance evaluation which may hide significant variations amongst segments
is known as___________________.
A. Iceberg principle
B. Freudian principle
C. Maslow principle
D. McLuhan principle
ANSWER: A

150. _____________is needed to get the required information for marketing and advertising decisions.
A. Primary research.
B. Secondary research.
C. Research.
D. Media Research.
ANSWER: C

Staff Name
Raman Vidhya.