Question 1

An ad program's marketing ROI refers to ________.

Accepted Answer

Marketing ROI (return on investment) is the measure of the profit or return that an organization has earned on its investment in marketing and advertising efforts. It is calculated by dividing the net marketing contribution (the revenue generated from the campaign minus the cost of goods sold and marketing expenses) by the cost of the ad program. Therefore, option A is the correct answer.

Question 2

Target market reach is the total number of customers who purchase a product as a result of a marketing message.

Accepted Answer

Target market reach refers to the total number of potential customers within a specific target market that a company can communicate its marketing message to, not the number who actually purchase the product.

Question 3

Advertising effort made in a given period will produce some additional sales response in subsequent sales periods,and the advertising carryover coefficients range from zero to less than one.

Accepted Answer

This statement is true as advertising carryover effect refers to the impact that advertising has on the consumer's decision-making process beyond the period in which the advertising was run. The carryover effect can range from zero to less than one depending on factors such as the effectiveness of the advertising, the type of product or service being advertised, and the competition in the market.

Question 4

Which of the following is the first level of the customer response hierarchy?

Accepted Answer

The first level of the customer response hierarchy is being exposed to the ad, as it represents the initial stage of customer engagement with marketing efforts.

Question 5

Creating awareness among a large number of people is not the objective of most marketing communications.

Accepted Answer

Creating awareness is a common objective of marketing communications, especially in the early stages of a product or service's lifecycle.

Question 6

Which of the following communications are primarily intended to stimulate potential customers to contact the company,visit the company web site,obtain a free sample,and buy the company's product?

Accepted Answer

Brand-action communications are focused on encouraging potential customers to take action, such as contacting the company, visiting the website, obtaining a free sample, or making a purchase. This type of communication is specifically intended to generate interest and encourage action from customers. Brand-image communications are focused on building a positive image or reputation for the brand, while brand-information communications provide information about the product or service. Brand-development communications are focused on long-term brand building efforts, and brand-awareness communications are meant to raise general awareness of the brand and its offerings.

Question 7

The objective of brand-image communications is to trigger an emotional response that builds a strong connection between the brand and the image the company wants to create among its target customers.

Accepted Answer

The statement is true. The purpose of brand-image communications is to create a strong emotional connection between the brand and its desired image among the target audience. This can be achieved through various branding strategies and communication channels.

Question 8

SetPro Inc. ,a software firm,collects information about its marketing communication.The firm finds that 60% of the firm's target market is exposed the marketing communication,and 50% of that group is aware of the offering.Amongst the people who are aware of the offering,70% understand the message.And 60% of that group intends to purchase,and 90% of that group actually does purchase.What is the customer response index for the buying group?

Accepted Answer

The customer response index for the buying group can be calculated by multiplying the percentages of each stage. So, CRI = 60% x 70% x 60% x 90% = 1.13%. Therefore, the best choice is option C, which is 11.3%.

Question 9

Communications that are targeted at industry gurus and consultants lead to secondary marketing communications.

Accepted Answer

Targeted communications to industry gurus and consultants often lead to them sharing the information with their own networks, creating secondary marketing communications.

Question 10

Customer use of social media gives marketers complete control over their brands.

Accepted Answer

Customer use of social media may give marketers some control over their brands, but ultimately it is the customers who shape the brand perception through their interactions and reviews. Marketers can use social media to influence their target audience, but they cannot completely control it.

Question 11

Traditional media advertising is considered more personal than social media engagement and is "viral" in nature.

Accepted Answer

This statement is false. Traditional media advertising is typically more impersonal, as it often involves broadcasting messages to a large audience without personalization. Social media engagement, on the other hand, can be more personalized and targeted to specific individuals or groups. Additionally, social media campaigns can also be viral in nature, as users share and spread content with their personal networks.

Question 12

Push communications are directed at channel intermediaries.

Accepted Answer

Push communications are directed at channel intermediaries to push products onto the end-users.

Question 13

Heavy-up message frequency involves the use of alternating exposure periods by spending heavily during some periods and not at all during other periods.

Accepted Answer

The answer of Heavy-up message frequency involves the use of...

Question 14

Insufficient message frequency and poor ad copy both contribute to target customers' lack of awareness and comprehension.

Accepted Answer

Insufficient message frequency means that the target customers may not be exposed to the message enough times to fully understand it. Poor ad copy can also hinder their comprehension of the message. Both factors can lead to a lack of awareness and understanding among the target audience.

Question 15

A "concentrated frequency" strategy would be appropriate for building awareness and comprehension for seasonal products,political candidates,and special events.

Accepted Answer

A "concentrated frequency" strategy involves repeatedly exposing the target audience to the same message in a short period of time to build awareness and comprehension. This approach is often used for seasonal products, political candidates, and special events that have a limited timeframe and need to make a big impact.

Question 16

Ad copy can best attract customers when it is based on customer needs and situations that are familiar to customers.

Accepted Answer

Ad copy that speaks to the customer's needs and situations they are familiar with is more likely to resonate with them and lead to engagement or conversion. It's important for advertisers to understand their target audience and create ad messaging that speaks to their specific pain points or desires.

Question 17

Gross rating points (GRPs)is a measure of advertising efficiency which is equal to reach divided by frequency.

Accepted Answer

Gross rating points (GRPs) is equal to the reach multiplied by frequency, not divided by frequency.

Question 18

Which of the following is a performance metric used to measure brand-image communications?

Accepted Answer

High ad and brand recall is a performance metric used to measure brand-image communications as it shows the effectiveness of the communication in creating a strong association between the brand and the message conveyed. High recall of key content and response to requested action are more specific to direct response campaigns and not necessarily indicative of brand-image communication success. High rate of purchase and low ownership costs are more related to sales and financial metrics.

Question 19

Consumer response to advertising costs is measured as total revenue.

Accepted Answer

Consumer response to advertising costs is not measured as total revenue, but rather as changes in consumer behavior such as increased awareness, consideration, and purchase intention. Total revenue is a measure of overall sales performance.

Question 20

The objectives of a pull marketing communication are to build awareness,attraction,and loyalty and to reduce search costs.

Accepted Answer

Pull marketing communication is focused on attracting and engaging the audience, building their awareness, generating loyalty and reducing search costs by providing useful content and information that target the audience's interests and preferences.

Quiz 10: Marketing Communications, social Media, and Customer Response