CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 MARKETING STRATEGY
MULTIPLE-CHOICE QUESTIONS BANK FINAL EXAMINATION
PART 1: MULTIPLE CHOICE QUESTIONS, 25 QUESTIONS
1. The marketing mix for a brand consists of ____. A. product B. price C. promotion D. place
E. All of these are correct. ANS: E
2. Marketing communications is used by which type of organization?
A. business-to-business organizations
B. consumer marketing organizations
C. not-for-profit organizations D. None of these are correct.
E. All of these are correct. ANS: E
3. Which of the following is NOT a form of media advertising?
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 A. television B. radio C. magazines D. sales promotions E. newspapers ANS: D
4. Coupons, trade shows, buying allowances, premiums, and price-off deals are all examples of ____. A. media advertising B. promotions C. place advertising
D. point-of-purchase advertising E. public relations ANS: B
5. Which term is preferred by most marketing practitioners to refer to the collection of advertising,
sales promotions, public relations, event marketing, and other communication devices? A. marketing promotion B. promotion C. sales promotion D. marketing communications
E. integrated marketing communications ANS: E
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CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
6. Which of the following terms serves as a summary means for describing all forms of marketing focus? A. product B. brand C. communication D. promotion E. integration ANS: E
7. Which of the following could be a brand? A. product B. service C. retail outlet D. person
E. All of these could be a brand. ANS: E
8. Current marketing philosophy holds that ____ is absolutely imperative for success. A. direct marketing B. e-mail C. coupons D. integration E. assessment
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 ANS: D
9. What is the term for the process of dividing a total market into subgroups so that each group
consists of buyers and users who share similar characteristics, but who are different from those in the other groups? A. Interactive marketing B. Branding
C. Synergistic marketing communications D. Synergistic marketing E. Market segmentation ANS: E
10. Which of the following has NOT been a reason for the reluctance to change from a single-
function, specialist model to an IMC model?
A. no way to assess the effectiveness of integration B. managerial parochialism
C. fear that change might lead to possible budget cutbacks in their areas of control
D. reluctance of agencies to broaden their function beyond the one aspect of marketing
communications in which they have developed expertise and built their reputations
E. fear of reduction in authority and power ANS: E
11. Which of the following statements is true regarding the adoption of IMC?
A. Novice managers are more likely than experienced managers to practice IMC.
B. Firms involved in marketing services rather than products are more likely to have adopted IMC.
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
C. Business-to-business firms are more likely to adopt IMC than business-to-consumer firms.
D. Less sophisticated firms are likely adherents to IMC.
E. All of these are false regarding the adoption of IMC. ANS: E
12. Ovaltine is employed by a manufacturer of consumer packaged goods products. His job
entails the planning, creation, integration, and implementation of diverse forms of marcom, such
as advertising, sales promotion, publicity releases, events, etc., that are delivered over time to a
brand’s targeted customers and prospects with the ultimate goal of influencing or directly affecting
their behavior. Ovaltine is performing ____. A. integrated marketing (IM)
B. marketing communications (marcom)
C. integrated marketing communications (IMC) D. promotion marketing (PM)
E. integrated promotion management (IPM) ANS: C
13. The ultimate goal of integrated marketing communications is to ____. A. increase brand awareness
B. affect the behavior of the targeted audience
C. learn how to outsell the competition D. lower production costs
E. All of these are correct. ANS: E
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
14. What is achieved when multiple methods are used in combination with one another yielding
more positive communication results than when the tools are used individually? A. synergy B. duplicity C. multiplicity D. redundancy E. repetition ANS: A
15. What is undifferentiated marketing?
A. The customer represents the starting point for all marketing communications activities. B. Mass marketing
C. Multiple messages must speak with a single voice.
D. The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand. E. Build relationships. ANS: B
16. A key feature of IMC is that the process should ____.
A. use an B. be restricted to only one or a select number of communication media
C. use the same media to reach all target audiences to improve efficiency
D. start with the customer or prospect and then work back to the brand communicator in
determining the most appropriate messages and media
E. utilize the same communication media over time
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 ANS: D
17. Which approach will best serve the customers’ information needs and motivate them to purchase the brand? A. inside-out B. outside-in C. top-down D. bottom-up E. combination ANS: E
18. Which of the following terms is used to mean any message medium capable of reaching target
customers and presenting the brand in a favorable light? A. touch point B. contact C. intersection D. touch point and contact
E. touch point, contact, and intersection ANS: E
19. The marketing manager for Samsung Electronics Vietnam asked her research staff to identify
all of the points of contact that consumer are likely to have with Samsung’s products. The
marketing manager would most likely to use this information in designing a(n) ____. A. point-of-purchase display
B. board of director’s report
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CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
C. integrated marketing communications program D. marketing research survey
E. slice-of-life television commercial ANS: C
20. What does the phrase, A. Carefully select those tools that are most appropriate for the communications objective at hand.
B. Reach the target audience efficiently and effectively using whatever touch points are most appropriate.
C. Successful marketing communications requires building relationships between brands and their consumers/customers.
D. All marketing communication elements should use the same endorser so that consumers do not get confused.
E. Coordination of messages and media is absolutely critical to achieving a strong and
unified brand image and moving consumers to action. ANS: E
21. An ad for Nivea Visage Wrinkle Control states that the cream allows women to "give their skin
back its own wrinkle control." It shows a woman in her forties using the product. This ad is using _____ segmentation. A. behavioristic and benefit
B. benefit and demographic
C. psychographic and behavioristic D. geographic and benefit
E. demographic and psychographic ANS: B
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
22. Which of the following is an example of a behavioural segmentation base?
A. Secret, emotional, communication, reliable, eye-catching, tie-to the brand, standpoint
B. All marketing communication elements should use the same endorser so that consumers do not get confused.
C. The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand. D. User-status
E. Brand managers and their agencies should be amenable to using various marketing communication tools. ANS: D
23. What are the three levels of innovation?
A. Branding, Answer The Brief, Realistic, Relevance, Interesting, Entertaining, Relevance of medium
B. New product creation, new market creation, leadership
C. Be consistent, Ambassador, Reliable, Realistic, Emotional, Rightful
D. Single-minded message, emotional, consistent, relevance, eye-catching, tie-to the brand, sharability & talkability
E. Branding, Appealing, Role of Product, Relevance, Interesting, Entertaining, Relevance of medium ANS: B
24. Under Armour developed dynamic advertising, sponsorships of sports leagues, a creative
Web site and celebrity spokespeople to promote their sports and clothing products. Under Armour is engaged in:
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
A. integrated marketing communications
B. a centralized market strategy
C. a concentrated market strategy
D. an undifferentiated market strategy
E. lifestyle segmentation based on sports See opening vignette. ANS: A
25. The measure of how many times the average person in the target market is exposed to the message is known as A. Times B. Exposure C. Repetition D. Frequency E. None of the above ANS: D
26. When developing an advertising program, marketers must make five major decisions. These are: ______________.
A. Objective setting, target audience, budget decisions, message decisions, campaign evaluation
B. Objective setting, target audience, response sought, message decisions, campaign evaluation
C. Objective setting, budget decisions, message decisions, media decisions, campaign evaluation
D. Target audience, objective setting, budget decisions, big idea & message decisions, campaign evaluation
E. Target audience, objective setting, budget decisions, media decisions, campaign evaluation
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 ANS: D
27. Successful marketing campaigns are dependent on accurate answers to the following questions:
A. Who are my customers? What are they like? What do they buy? Where can I find them? How can I reach them?
B. Who are my customers? Where do they live? What do they buy? Where can I find them? How can I reach them?
C. Who are my customers? What are they like? What do they do for a living? Where can I find them? How can I reach them?
D. Who are my customers? What are they like? Why do they buy? Where can I find them? How can I reach them?
E. What are my customers thinking? What are they like? What do they buy for their business?
Where can I find them? How can I reach them asap? ANS: A
28. What does it mean by the phrase CSR?
A. Corporate Social Responsibility B. Corporate Social Reform
C. Corporate Society Restructuring D. Advertising E. Cash flow ANS: A 29. What is the big idea?
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
A. Big Idea is a term used to symbolize the foundation for a major undertaking in these
areas - an attempt to communicate a brand, product, or concept to the general public, by
creating a strong direction to send the brand message that pushes brand boundaries and
resonates with the consumers.
B. Successful marketing communications requires building relationships between brands and their consumers/customers.
C. Big Idea is a term used to symbolize the key decisions for a major undertaking in these areas
- an attempt to communicate a brand, product, or concept to the general public, by creating a
strong direction to send the brand message that pushes brand boundaries and resonates with the consumers.
D. Big idea is the media decision
E. Big idea is the beating heart of your product or brand. Every piece of content you create about
your product has to link back to your sales objective ANS: A
30. Integrated marketing communications requires a "big picture" approach to planning marketing
and promotion programs, requiring advertising agencies to develop a(n):
A. alternative approach for each media method.
B. support system for production differentiation.
C. total marketing communications strategy.
D. reduced emphasis on information advertising and increased emphasis on persuasive marketing.
E. different marketing mix for the same product in different countries. ANS: C
31. The measure of the percentage of people in the target market who are exposed to the ad
campaign during a given period of time is called as
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 A. Awareness B. Reach C. Conversion D. Depth E. Preference ANS: B 32. What is Ad Recall Lift?
A. An estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days
B. An estimate of the number of additional people who may remember seeing your ads, if asked, within 3 days
C. An estimate of the number of additional people who may remember seeing your ads, if asked, within 5 days
D. The measure of the percentage of people in the target market who are exposed to the ad
campaign during a given period of time
E. Alternative approach for each media method ANS: A 33. What is Ad Impressions?
A. An impression is a metric used to quantify the number of digital views or engagements of a
piece of content, usually an advertisement, digital post, or a web page.
B. Impressions are also referred to as an "ad view."
C. They are used in online advertising, which often pays on a per-impression basis.
D. Counting impressions is essential to how web advertising is accounted and paid for in search
engine marketing, as well as measuring the performance of social media campaigns.
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
E. All of the above are correct ANS: E
34. In 2021, what are the top of searches in rural areas of Vietnam?
A. Job opportunities, education, beauty, healthcare
B. Job opportunities, military, beauty, healthcare
C. Job opportunities, sex, beauty, healthcare
D. Job opportunities, school, beauty, travel
E. Sex, education, beauty, travel ANS: A
35. In 2021, which element below is NOT the trends of internet landscape in Vietnam?
A. Rise of Digital Rural Consumer B. On-demand Economy C. Smart shopper D. Health-conscious consumer E. Sex ANS: E
36. According to Deloitte & Hootsuite report, which is the most popular social media platform in Vietnam in 2021? A. Youtube B. Facebook C. Instagram
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 D. Tik Tok E. Lotus ANS: A
37. In 2021, what are 4 key beauty trends in Vietnam?
A. Digitalization, natural trend, regime sophistication and premiumization
B. Digitalization, KOLs, regime sophistication and premiumization
C. Digitalization, KOLs, influencers and premiumization
D. Digitalization, natural trend, in-store shopping and premiumization
E. Online shopping, natural trend, regime sophistication and premiumization ANS: A
38. Which step below is one of 5 steps of JWT planning cycle?
A. What are we trying to achieve?
B. How could we get there? C. Who are our customer? D. What are the KPIs? E. What is the Big Idea? ANS: B
39. A strategy is a set of plans designed for ___________ competitive advantage
A. Ability to control the message B. Short-term
C. Ability to create brand images and symbolism
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 D. Long-term
E. Control of message content and media placement
40. Which of the following is true about the Internet media?
A. It is considered as traditional media.
B. It essentially allows for one-way communication.
C. It enables marketers to gather valuable personal information from customers and prospects.
D. The effect of using Internet media can be closely and precisely measured by advertising and other forms of promotion.
E. One major disadvantage of Internet media is that it cannot be integrated with other media programs. ANS: C
41. An operations strategy is created directly from the _________ strategy A. advertising. B. sales promotion. C. public relations. D. publicity. E. corporate strategy. ANS: E
42. What does 3R requirements in choosing influencers/KOLs stand for?
A. Reach, Relevance, Resonance B. Reach, Realistic, Right
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CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 C. Reach, Relevance, Rich
D. Reach, Right Time, Realistic
E. Reach, Right Coverage, Resonance ANS: A
43. PESTLE is an acronym for what? A. A framework
B. Political, environmental, sophisticated, technological, legal, and environmental
C. Political, environmental, social, technological, legal, and environmental
D. Political, environmental, social, technological, loss, and environmental
E. Political, environmental, social, tone, legal, and environmental ANS: C
44. The positioning task consists of three steps. Which of the following does not belong? A. Planning B. Budgeting
C. Comparing the position with ethical and legal guidelines established by the trade D. Communicating E. All of these above ANS: E
45. How might the size of a business be best measured? A. All of these below
B. Number of employees, and overall gross profit
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CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022 C. Revenue D. Capital investment E. Market value ANS: A
46. What is CTR (Click through rate) in online advertising?
A. The percentage of individuals viewing a web page who view and then click on a specific
advertisement that appears on that page.
B. The percentage of companies viewing a web page who view and then click on a specific
advertisement that appears on that page.
C. The percentage of individuals saving a web page who view and then open at another time
D. The number individuals viewing a web page who view and then click on a specific
advertisement that appears on that page. E. None of these above ANS: A
47. You are running an EDM (email direct marketing) campaign for your company. What are the
KPIs you should focus on to achieve the sales objectives?
A. Number of potential emails in your database B. Number of emails delivered C. Bounce rate, open rate D. CTR, unsubscribe rate
E. B, C & D are correct ANS: E
QUESTIONS BANK FOR FINAL EXAM
CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
48. Reach and frequency are aspects of which part of an advertising plan?
A. Selection of a copy platform
B. Determination of a media timing pattern
C. Setting of sequential objectives
D. Setting of the campaign budget E. None of these above ANS: C
49. Please indicate which of the following is NOT one of the dimensions of the FCB Grid: A. Affective B. Reactive C. Thinking D. High involvement E. Low involvement ANS: B
50. Please indicate which of the following is NOT one of the dimensions of the 3E model to change behavior: A. Education B. Enforcement C. Engineering D. Experience E. None of these above ANS: D
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CREATOR: LÊ THANH HẢI
80 QUESTIONS INCL. KEY – 32 PAGES 2022
51. ______________refers to an advertising strategy involving both ATL and BTL. A. Through the Line B. In the Line C. Off the Line D. Beyond the Line E. None of these above ANS: A
52. IMC plays a very important role in the process of branding, or brand identity creation, and building _____________ A. Brand Equity B. Brand Image C. Customer Value D. Market Share E. All of these above ANS: A
53A. _________ means the use of short-term incentives which are designed to encourage
immediate purchase of the product. A. Advertising B. Samples C. Public Relations D. Sales promotion E. TVC
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