1. Consumer Control Has Increased Due To

1. Consumer control has increased due to

A. Interactive media

B. Price increase

C. Competitive market

D. Technology

E. Clutter

2. Marketers are responsible for

A. Defining the brand value

B. Managing the objectives

C. Market position

D. Supply and demand chain

E. All of the above

3. ______are the advertising departments in a firm that take responsibility for the planning and preparation of advertising materials.

A. Full service agencies

B. Creative boutiques

C. Interactive agencies

D. In-house agencies

E. Media specialists 4. ______handle a variety of planning and execution activities related to promotions using electronic commerce.

A. Sale promotion agencies

B. Internet agencies

C. E-commerce agencies

D. Event-planning agencies

E. Trade-market sales

5. What is NOT one of the Agency Services?

A. Account services

B. Marketing research services

C. Creative services

D. Budget services

E. Production services

6. What is the best definition for Free System?

A. method of agency compensation whereby the advertiser and agency agree on hourly rate for services provided.

B. programs use results criteria of communications objectives

C. provide specialized services in areas that full-service ad or promotional agencies may not have the expertise. D. are essential to the IMC process because they own and manage access to consumers.

E. provide the elements to produce a broadcast production or print advertisement

7. What is NOT one of the External Facilitators?

A. Marketing and Advertising Research Firms

B. Consultants

C. Production facilitators

D. Software firms

E. Non-Profit organization

8. ______are essential to the IMC process because they own and manage access to consumers.

A. Media organizations

B. Production facilitators

C. Interactive agencies

D. Full service agencies

E. None of the above

9. Which is the factor of Media organization?

A. Broadcast media B. Non-print media

C. Target marketing

D. Research media

E. None of the above

10. ______manage an organization’s relationships with the media, the local community, competitors, industry associations, and government organizations.

A. Design firms

B. Consumer sales promotions

C. Public relations firms

D. Private relation firms

E. database agencies

Answer key Chapter 2

3. D 4. C