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PCM PDF DEMO:
QUESTION NO: 1
Which of the following is a disadvantage of outdoor marketing?
A. It cannot be linked to detailed content.
B. It is relatively more flexible than newspaper advertising.
C. It offers reduced chances of repeat exposure.
D. It is highly expensive.
E. It offers very limited exposure time.
Answer: E
QUESTION NO: 2
_____ survey type has questions that are open ended and allow respondents to answer in their own words.
A. Structured
B. In-depth
C. Focus
D. Unstructured
E. Panel
Answer: D
QUESTION NO: 3
Forever Quilting is a company that designs and distributes quilting kits. The kits are priced at
$120 each. The costs of the materials that go into each kit are $45. It costs $5 in labor to assemble a kit. The company has monthly expenses of $1,200 for rent and insurance, $300 for heat and electricity, $600 for advertising in quilting magazines, and $3,500 for the monthly salary of its owner.
What is the break-even point for Forever Quilting?
A. 50
B. 60
C. 70
D. 80
E. 90
Answer: D
QUESTION NO: 4
Which of the following is true of rule-of-thumb methods for allocating IMC budgets?
A. It creates a budget by first establishing a set of communication objectives.
B. It uses prior sales to determine the present communication budget.
C. It allots a budget according to the profits made in previous quarters.
D. It requires limited negotiation among managers.
E. It allocates an equal budget for all departments.
Answer: B
QUESTION NO: 5
X-Pert Bikes sells bikes for people of all ages. The company is creating a new advertising campaign targeted only at existing customers, encouraging them to buy an X-Pert Bike the next time they want a bike. The company also begins an X-Pert Club for existing users of X-Pert Bikes, as research has shown that familiarity with a brand increases the chances of repeat purchases. In this case, X-Pert's campaign is aiming to build ______.
A. brand awareness
B. brand dilution
C. brand parity
D. brand extension
E. brand loyalty
Answer: E
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Updated: May 27, 2022