marketing

Name: ____________________ ID: _____________ Section: _____ Date: __/__ /2021

Advertising and Promotion - MKT330

Online FALL 2020

Individual Final Assessment (20%)

(Ch.11,14, 15, 16, 17 & 21)

Question 1- Long essay question (Total 30 points/ 10 points each)

Discuss in details and give examples of 3 ethical issues related to Advertising and promotion.

Question 2 – Short essay questions (30 points- 15 points each)

A. Discuss 3 concerns about the increased role of sales promotion. (15 points; 5 points each)

B. Present 3 advantages and 3 disadvantages of PR giving an example of a

company in Kuwait effectively using PR in their communications

strategy.

Question 3 - MCQ (40 points- 5 points each)

I. The Dr. Phil Show is an example of:

a. First-run syndications

b. Off-network syndication

c. Programs sold to stations in return for commercial air time

d. Re-run syndications

AI. Morning drive time is a radio daypart occurring between ______

a. 6:00 AM and 10:00 AM

b. 10:00 AM and 3:00 PM

c. 3:00 PM and 7:00 PM

d. 7:00 PM till 12:00 AM

BI. Web objectives include:

a. Creating awareness

b. Creating a strong brand

c. Stimulating trials

d. All the answers are correct

IV. ____________ are a broad range of interactive digital media that exhibit

dynamic motion, taking advantage of enhanced sensory features such as video, audio and animation.

a. Poor media

b. Rich media

c. Paid searches

d. Pride media

V. Reasons why companies should survey public attitudes include:

a. Serves as an early warning system (Time & Money to correct)

b. Secures support internally (Research shows a problem exists)

c. Increases the effectiveness of the communication (Dealing with an existing problem)

d. All of the above

VI. All of the below are methods for measuring the effectiveness of PR,

EXCEPT:

a. Media content analysis

b. Survey research

c. Conversion rate analysis

d. Marketing-mix modeling

VII. Advertising proponents’ arguments include all of the following, except:

a. Provides information to consumers

b. Encourages higher standard of living

c. More propaganda than information

d. Promotes competition

VIII. Benefits of sampling include all of the below, EXCEPT:

a. Provides consumers risk-free way to try new products.

b. Generates much higher trial rates than other sales promotion techniques.

c. Brand must have unique or superior benefits.

d. Consumers experience the brand directly.

Question 3 – True or False (40 points- 5 points each)

· A. Advantages of cable TV include: low cost and flexibility

B. People meter providesdaily and weekly estimates of thes ize and composition of the national viewing audiences

C. Direct marketing advantages include segmentation capabilities.

D. The rising costs of direct marketing constitute one of its advantages.

E. Internet is the least effective medium for disseminating sales promotions.

F. Lack of privacy and Irritation are advantages of digital and social media marketing.

G. Cause-related marketing is spreading ideas and explaining controversial social issues of public importance

H. Sampling is giving some quantity of a product for no charge to induce trial.

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