Quiz 10: Integrated Marketing Communications 1: Mass Communications Techniques
Business
Q 1Q 1
Which of the following is part of the promotional mix?
A)Pricing
B)Personal selling
C)Distribution
D)Branding
Free
Multiple Choice
B
Q 2Q 2
Which of the following is not part of the promotional mix?
A)Sales promotion
B)Digital marketing
C)Personal selling
D)Market research
Free
Multiple Choice
D
Q 3Q 3
Which of the following refers to 'publicity'?
A)The communication of a product or business by placing information about it in the media without paying for the time or space directly
B)Generating word -of-mouth through original and effective advertising campaigns that are in the public domain
C)Refers to the art of public relations, managing the informational needs of all a company's key constituents
D)All of the above
Free
Multiple Choice
A
Q 4Q 4
The distribution of products, information and promotional benefits to target consumers through interactive communication in a way that allows response to be measured is called which of the following?
A)Interactive marketing
B)Channel management
C)Direct marketing
D)Distribution management
Free
Multiple Choice
Q 5Q 5
Any paid form of non-personal communication of ideas or products in the prime media refers to which of the following?
A)Publicity
B)Public Relations
C)Advertising
D)Promotional Mix
Free
Multiple Choice
Q 6Q 6
Which of the following is a major consideration for the choice of promotional mix?
A)Product portfolio planning
B)Resource availability and the cost of promotional tools
C)Product placement
D)Pricing strategy
Free
Multiple Choice
Q 7Q 7
A push strategy involves which of the following?
A)A push strategy involves an attempt to sell into channel intermediaries (e.g. retailers) and is dependent on personal selling and trade promotions
B)A push strategy involves bypassing intermediaries to communicate to consumers directly
C)A push strategy involves heavy promotional expenditure at the start of an advertising campaign to achieve the maximum impact
D)A push strategy involves heavy promotional expenditure throughout the duration of an advertising campaign to achieve maximum impact
Free
Multiple Choice
Q 8Q 8
A pull strategy involves which of the following?
A)A pull strategy involves an attempt to sell into channel intermediaries (e.g. retailers) and is dependent on personal selling and trade promotions
B)A pull strategy involves bypassing intermediaries to communicate to consumers directly
C)A pull strategy involves a small promotional expenditure at the start of an advertising campaign and gradually increasing expenditure to improve the longevity of a campaign
D)A pull strategy involves small promotional expenditure throughout the duration of an advertising campaign due to product unsuitability to advertising campaigns
Free
Multiple Choice
Q 9Q 9
If a market were small, which of the following promotional methods would be the most suitable?
A)Sales promotion
B)Personal selling
C)Digital communications
D)Category management
Free
Multiple Choice
Q 10Q 10
For mass markets that are geographically dispersed, which of the following promotional methods would be the most suitable?
A)Personal selling
B)Direct marketing
C)Publicity
D)Category management
Free
Multiple Choice
Q 11Q 11
If a complex technical argument were required, which of the following promotional methods would be the most suitable?
A)Personal selling
B)Advertising
C)Public relations
D)Digital communications
Free
Multiple Choice
Q 12Q 12
Where a pull strategy is being deployed, which of the following promotional methods would be the most suitable?
A)Personal selling
B)Trade promotions
C)Trade advertising
D)Advertising
Free
Multiple Choice
Q 13Q 13
Which of the following is an advantage associated with advertising?
A)Communication can be personalized
B)Good for awareness building because it can reach a wide audience quickly
C)Relationships can be built because of its personal nature
D)Provides an opportunity to entertain certain business partners
Free
Multiple Choice
Q 14Q 14
Which of the following is a characteristic associated with sales promotion?
A)Highly credible as messages comes from a third party
B)Communication can be personalized
C)Effects may be only short term
D)Incentives provide a long-term boost to sales
Free
Multiple Choice
Q 15Q 15
Companies that coordinate their marketing communications tools to deliver a clear, consistent, credible and competitive message about the organization and its products employ which of the following strategies?
A)Integrated Marketing Communications
B)Stakeholder Marketing Communications
C)Marketing Public Relations
D)Corporate Identity Management
Free
Multiple Choice
Q 16Q 16
Companies are increasingly using the 'Integrated Marketing Communications' concept due to which of the following?
A)Failure of traditional promotional methods which are unsuccessful in making the desired impact
B)Increasing the cost of traditional promotional methods
C)Companies find that corporate identity management is crucial due to the increasing usage of umbrella brands
D)Lack of coordination between departments
Free
Multiple Choice
Q 17Q 17
Which of the following is a part of the communication process model?
A)Media meshing
B)Clutter
C)Noise
D)Fragmentation
Free
Multiple Choice
Q 18Q 18
The process by which the receiver interprets the symbols transmitted by the source is known as:
A)Encoding
B)Decoding
C)Noise
D)None of the above
Free
Multiple Choice
Q 19Q 19
The acronym 'AIDA' stands for which of the following?
A)Awareness, Interest, Desire, Action
B)Attention, Idea, Decision, Action
C)Attention, Information, Distinguish, Action
D)Awareness, Intention, Decision, Action
Free
Multiple Choice
Q 20Q 20
The awareness, trial, reinforcement (ATR) model sees a key role of advertising as which of the following?
A)Sees a key role of advertising as being to defend brands by reinforcing beliefs to retain existing customers
B)Sees a key role of advertising as being to maximize the awareness of a brand to ensure that it is in consumers' evoked set of brands
C)Sees a key role of advertising as being to maximize the image of a brand so that its promotional strategy is in align to its chosen positioning strategy
D)Sees a key role of advertising as being to support personal selling and sales promotions in order to convert trial consumers into loyal customers
Free
Multiple Choice
Q 21Q 21
When developing an advertising strategy, which of the following is the first communication decision which must be made?
A)Define advertising objectives
B)Set advertising budget
C)Identify and understand target audience
D)Identify positioning strategy
Free
Multiple Choice
Q 22Q 22
Which of the following is not a key communications objective when developing an Integrated Communications campaign?
A)To stimulate trial
B)To help position products in the minds of consumers
C)To create awareness of a brand or a solution to a company's problem
D)To defend market share
Free
Multiple Choice
Q 23Q 23
When a company is setting objectives for an Integrated Marketing Communications (IMC) campaign, they need to ensure that these objectives are _______.
A)quantifiable
B)reliable
C)valid
D)unbiased
Free
Multiple Choice
Q 24Q 24
When developing an Integrated Marketing Communications (IMC) campaign, companies need to make communication decisions. These include:
A)identifying the target audience.
B)setting communication objectives.
C)setting the promotions budget.
D)all of the above.
Free
Multiple Choice
Q 25Q 25
The Integrated Marketing Communications (IMC) planning process begins by looking at the firm's overall marketing strategy, its positioning strategy and _______.
A)stage in the product life cycle
B)pricing strategy
C)target audience
D)product portfolio
Free
Multiple Choice
Q 26Q 26
Developing an Integrated Marketing Communications (IMC) campaign involves making decisions about what to say (message decisions) and where to say it (________).
A)media decisions
B)geographic decisions
C)location decisions
D)distribution decisions
Free
Multiple Choice
Q 27Q 27
After an Integrated Marketing Communications (IMC) campaign has been run, it is imperative that it is fully _______ to assess its effectiveness.
A)executed
B)evaluated
C)monitored
D)implemented
Free
Multiple Choice
Q 28Q 28
Which of the following correctly outlines the sequence of stages involved in developing an Integrated Marketing Communications (IMC) campaign?
A)Marketing strategy, positioning strategy, communication decisions, execute IMC strategy, evaluate IMC strategy
B)Positioning strategy, marketing strategy, communication decisions, execute IMC strategy, evaluate IMC strategy
C)Marketing strategy, communication decisions, positioning strategy, execute IMC strategy, evaluate IMC strategy
D)Positioning strategy, communication decisions, marketing strategy, execute IMC strategy, evaluate IMC strategy
Free
Multiple Choice
Q 29Q 29
Which of the following is a method for setting the advertising budget?
A)Matching competitors' expenditure
B)Percentage of sales
C)Objective and task method
D)All of the above are methods for setting advertising budget
Free
Multiple Choice
Q 30Q 30
Television advertising messages usually contain:
A)a single minded proposition.
B)multiple propositions.
C)information rich messages.
D)none of the above.
Free
Multiple Choice
Q 31Q 31
Media planners have two key media decisions to consider, they are which of the following?
A)Media cost and media timing
B)Media class and media cost
C)Media class and media vehicle
D)Media cost and media weight
Free
Multiple Choice
Q 32Q 32
Which of the following is a criterion used in deciding which types of media should be used?
A)Competitive activity
B)Views of retail trade
C)Creative factors
D)All of the above are considered when making a decision
Free
Multiple Choice
Q 33Q 33
When media planners are deciding which particular newspaper, radio or television station to place their adverts on, which of the following is the dominant criterion that their decision is based upon?
A)Consumer and retailer views
B)Competitive activity
C)Cost per thousand calculations
D)Level of discounts available
Free
Multiple Choice
Q 34Q 34
Which of the following is used to analyse advertising effectiveness?
A)Pre-testing
B)Post-testing
C)Recall testing
D)All of the above are used to test advertising effectiveness
Free
Multiple Choice
Q 35Q 35
The traditional payment system of advertising agencies was which of the following?
A)Performance related payment
B)Commission based
C)Fee based
D)Mixture of the above payment systems
Free
Multiple Choice
Q 36Q 36
Which of the following is an ethical concern with advertising?
A)Promotes materialism
B)Product dumping
C)Predatory pricing
D)Market development
Free
Multiple Choice
Q 37Q 37
The mantra of the UK's Advertising Standards Authority is which of the following?
A)That advertising is 'truthful, decent, ethical, fair'
B)That advertising is 'truthful, decent, deliberate, respectable'
C)That advertising is 'legal, honest, ethical, fair'
D)That advertising is 'legal, decent, honest and truthful'
Free
Multiple Choice
Q 38Q 38
Consumer _______ theory suggests that advertising acts as a source of meanings through which we express ourselves and communicate with others.
A)communication
B)advertising
C)culture
D)promotion
Free
Multiple Choice
Q 39Q 39
The advertising _______ is the words, symbols and illustrations that are attractive and meaningful to the target audience.
A)message
B)platform
C)promotion
D)translation
Free
Multiple Choice
Q 40Q 40
Which of the following is a creative style used when designing an advertising message?
A)Shock appeal
B)Comparative advertising
C)Sexual imagery
D)All of the above
Free
Multiple Choice
Q 41Q 41
The growing trend towards multi-tasking means that many consumers are online while watching TV. Advertisers have responded to this by _______.
A)creating live adverts
B)promoting consumer-generated ads
C)inviting consumers to visit the company/brand website
D)all of the above
Free
Multiple Choice
Q 42Q 42
If the objective of advertising is to position a brand as having a high status and aspirational personality, which media classes would be best?
A)Television; product placement
B)Outdoor; guerrilla marketing
C)Ambient; radio
D)None of the above
Free
Multiple Choice
Q 43Q 43
When executing an advertising campaign, a key organizational issue is to ensure that the right advertisements reach the right _______ at the right time.
A)media
B)message
C)objectives
D)communication
Free
Multiple Choice
Q 44Q 44
Which of the following is an option open to an advertiser when organizing for campaign development?
A)Advertising created in-house
B)Advertising developed by an advertising agency
C)Advertising developed in co-operation with the media
D)All of the above
Free
Multiple Choice
Q 45Q 45
Which of the following is a method of advertising agency payment?
A)Inducement
B)Contribution
C)Payment-by-results
D)Concession
Free
Multiple Choice
Q 46Q 46
In order to protect consumers from deceptive advertising, many countries have adopted which of the following?
A)Codes of practice
B)National advertising legislation
C)European advertising legislation
D)Adopted a laissez-faire attitude
Free
Multiple Choice
Q 47Q 47
Which of the following companies is most associated with shock advertising?
A)Dell
B)Aldi
C)Benetton
D)Bank of Scotland
Free
Multiple Choice
Q 48Q 48
Which of the following is a factor that has contributed to the growth of sales promotions?
A)Measurability
B)Falling cost of advertising
C)Lengthening product lifecycles
D)Decreased impulse purchasing
Free
Multiple Choice
Q 49Q 49
Which of the following is a factor that has contributed to the growth of sales promotions?
A)Increased impulse purchasing
B)Less importance placed on measurability
C)Lengthening time horizons
D)Decreased impulse purchasing
Free
Multiple Choice
Q 50Q 50
Which of the following statements is true?
A)If the promotion has attracted new buyers who find that they like the brand, repeat purchases from them may give rise to a neutral long-term effect
B)Sales promotions tend to attract new buyers of the brand during the promotional period rather than existing buyers
C)Sales promotions tend to attract existing buyers of the brand during the promotional period rather than new buyers
D)Where the promotion has caused consumers to buy the brand only because of its incentive value with no effect on underlying preferences, the long term effect may be negative
Free
Multiple Choice
Q 51Q 51
Which of the following is an objective of sales promotions?
A)To purchase smaller pack sizes
B)To boost long term sales
C)To improve and differentiate the brand
D)None of the above
Free
Multiple Choice
Q 52Q 52
Which of the following is a disadvantage associated with sales promotions?
A)Excessive use of some incentives may worsen brand image
B)Effects may be only short term
C)None of the above
D)All of the above are disadvantages associated with sales promotion
Free
Multiple Choice
Q 53Q 53
Which of the following consumer promotions is an example of promotional 'premium'?
A)Self-liquidating offers
B)Coupons
C)Bonus packs
D)Competitions
Free
Multiple Choice
Q 54Q 54
Research breakthroughs and future new products are potentially newsworthy topics generated from which of the following business issues?
A)Financial issues
B)Personal issues
C)Marketing issues
D)Production issues
Free
Multiple Choice
Q 55Q 55
Why may a firm engage in trade promotions for retailers?
A)Retailer may buy extra quantities
B)Retailer may allow in-store demonstrations
C)Get greater allocation of retailer shelf space
D)All of the above are reasons
Free
Multiple Choice
Q 56Q 56
The 'lead effect' associated with a sales promotion refers to which of the following?
A)In certain situations a sales fall can occur before a promotion
B)In certain situations a sales fall can occur during a promotion
C)In certain situations a sales fall can occur after a promotion
D)None of the above
Free
Multiple Choice
Q 57Q 57
The 'lagged effect' associated with a sales promotion refers to which of the following?
A)In certain situations a sales fall can occur before a promotion
B)In certain situations a sales fall can occur during a promotion
C)In certain situations a sales fall can occur after a promotion
D)None of the above
Free
Multiple Choice
Q 58Q 58
Public relations is referred to as which of the following?
A)Public relations is the use of communications tools for the process of managing investor relations
B)Public relations is the management of media relations so that a favourable reputation for the organization is formed
C)Public relations is the use of communications tools designed to create favourable publicity amongst stakeholders
D)Public relations is the management of communications and relationships to establish goodwill and mutual understanding between an organization and its public
Free
Multiple Choice
Q 59Q 59
Public relations activities include which of the following:
A)corporate advertising.
B)seminars.
C)publications.
D)all of the above.
Free
Multiple Choice
Q 60Q 60
Which of the following is a public relations activity?
A)Providing plant tours to stakeholders
B)Management of sales promotion
C)Brand advertising
D)Management of a salesforce
Free
Multiple Choice
Q 61Q 61
Which of the following is a major aim of public relations?
A)To boost short-term sales
B)To provide a discount to consumers
C)To foster goodwill amongst customers
D)To encourage trial
Free
Multiple Choice
Q 62Q 62
Which of the following is not a major aim of public relations?
A)To overcome misconceptions about a company
B)To foster prestige and reputation
C)To provide promotional messages to existing and potential customers
D)All of the above are major aims of public relations
Free
Multiple Choice
Q 63Q 63
Which of the following accounts for the growth of public relations in the UK?
A)Recognition by marketing teams of the power and value of public relations
B)Increased advertising costs
C)Improved understanding of the role of public relations
D)All of the above
Free
Multiple Choice
Q 64Q 64
Publicity is which of the following?
A)Publicity is communication about a product or organization through positive word of mouth from the general public
B)Publicity is communication about a product or organization through sponsorships, investor relations, media relations, event marketing and press releases
C)Publicity is communication about a product or organization by placing news about it in the media without paying for the time or space directly
D)Publicity is communication about a product or organization by placing news about it in the media through paid advertising and public relations
Free
Multiple Choice
Q 65Q 65
Which of the following is a task of the publicity department?
A)Responding to requests for information from the media
B)Motivating the salesforce
C)Deciding on the advertising budget
D)Creating the sales promotion strategy
Free
Multiple Choice
Q 66Q 66
Which of the following is an important characteristic associated with publicity?
A)The message has low credibility
B)No direct media costs
C)Less control over publication
D)No control over publication
Free
Multiple Choice
Q 67Q 67
'Publicity' is seen to be:
A)More costly than advertising
B)More credible than advertising
C)Less targeted than advertising
D)Less organized than advertising
Free
Multiple Choice
Q 68Q 68
Which of the following is a financial public of the organization?
A)Shareholders
B)Trade unions
C)Local community
D)Staff
Free
Multiple Choice
Q 69Q 69
Which of the following is a commercial public of the organization?
A)Local community
B)Pressure group
C)Staff
D)Distributors
Free
Multiple Choice
Q 70Q 70
Which of the following is a media public of the organization?
A)TV
B)Press
C)Radio
D)All of the above
Free
Multiple Choice
Q 71Q 71
Which of the following is a government public of the organization?
A)General public
B)Pressure groups
C)Civil servants
D)Staff
Free
Multiple Choice
Q 72Q 72
Sponsorship is referred to as which of the following?
A)A business relationship between a provider of funds, resources and services and an individual, event or organization which offers in return some rights and association that may be used for commercial advantage
B)A business relationship between a company and a retailer, where the company pays a bonus to salespeople based on the amount of product sold in order to gain a competitive edge
C)A business relationship between a company and the media, where the company supplies the media with information on important events in the organization
D)None of the above
Free
Multiple Choice
Q 73Q 73
Which of the following is the most popular sponsorship medium?
A)Arts sponsorship
B)Sponsoring community activities
C)Sports sponsorship
D)Sponsoring fairs
Free
Multiple Choice
Q 74Q 74
Which of the following is not a major aim of sponsorship?
A)Gain publicity
B)Create entertainment opportunities
C)Foster favourable associations
D)Product portfolio planning
Free
Multiple Choice
Q 75Q 75
Which of the following is a major aim of sponsorship?
A)To increase impulse purchasing
B)To measure competitor activity
C)To overcome misconceptions about a company
D)To generate repetition of the advertising message
Free
Multiple Choice
Q 76Q 76
Highbrow arts sponsorship transfers which of the following values?
A)Sophisticated, elite, discriminating, upmarket, serious and pretentious
B)Young, accessible, friendly, current, innovative and commercial
C)Caring, concern, exploitive
D)Healthy, young, energetic, fast, vibrant and masculine
Free
Multiple Choice
Q 77Q 77
Sports sponsorship transfers which of the following values?
A)Young, accessible, friendly, current, innovative and commercial
B)Caring, concern, exploitive
C)Healthy, young, energetic, fast, vibrant and masculine
D)Admirable, concerned, caring, intelligent and explosive
Free
Multiple Choice
Q 78Q 78
The sponsorship of social causes transfers which of the following values?
A)Sophisticated, elite, discriminating, upmarket, serious and pretentious
B)Admirable, concerned, caring, intelligent and explosive
C)Young, accessible, friendly, current, innovative and commercial
D)Healthy, young, energetic, fast, vibrant and masculine
Free
Multiple Choice
Q 79Q 79
The sponsorship of mass arts transfers which of the following values?
A)Sophisticated, elite, discriminating, upmarket, serious and pretentious
B)Admirable, concerned, caring, intelligent and explosive
C)Young, accessible, friendly, current, innovative and commercial
D)Caring and concerned
Free
Multiple Choice
Q 80Q 80
The sponsorship of environmental programmes transfers which of the following values?
A)Sophisticated, elite, discriminating, upmarket, serious and pretentious
B)Healthy, young, energetic, fast, vibrant and masculine
C)Young, accessible, friendly, current, innovative and commercial
D)Caring, concern, exploitive
Free
Multiple Choice
Q 81Q 81
Which of the following is a factor driving the rise in expenditure on sports sponsorship?
A)Media meshing
B)Ability to attract a broad cross-section of the community
C)Digitization
D)The declining cost of media advertising
Free
Multiple Choice
Q 82Q 82
The activities by companies that try to associate themselves with a sponsored event without paying any fee to the event owner is known as:
A)ambush marketing.
B)illegal marketing.
C)ambitious marketing.
D)none of the above.
Free
Multiple Choice
Q 83Q 83
_______ marketing is legal as long as no attempt is made to use an event symbol, logo or mascot associated with the sponsored event.
A)Ambush
B)Sponsored
C)Ambient
D)Promotional
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Multiple Choice
Q 84Q 84
When selecting which event or individual to sponsor, companies must consider:
A)the firm's communication objectives.
B)its target market.
C)the promotional opportunities the event or individual presents.
D)all of the above.
Free
Multiple Choice
Q 85Q 85
Sponsorship should be carefully evaluated against the initial _______ to assess whether it was successful or not.
A)objectives
B)budget
C)costs
D)results
Free
Multiple Choice
Q 86Q 86
Which of the following promotional tools brings buyers and sellers together in a commercial setting?
A)Internet marketing
B)Exhibitions
C)Personal selling
D)Direct marketing
Free
Multiple Choice
Q 87Q 87
_______ are unique in that, of all the promotional tools available, they are the only one that brings buyers, sellers and competitors together in a commercial setting.
A)Product placements
B)Exhibitions
C)Sales promotions
D)Ambient advertisements
Free
Multiple Choice
Q 88Q 88
Product placement is the deliberate placing of products and/or their logos in _______ in return for money.
A)movies
B)television
C)video games
D)all of the above
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Multiple Choice
Q 89Q 89
_______ advertising generally refers to advertising carried in outdoor media which is non-traditional or alternative in nature.
A)Ambient
B)Ambush
C)Mass
D)Obscure
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Multiple Choice
Q 90Q 90
Ambient advertising generally includes advertising on _______.
A)shopping bags
B)petrol pumps
C)street pavements
D)all of the above
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Multiple Choice
Q 91Q 91
_______ marketing refers to the delivery of advertising messages through unexpected means and in ways that almost 'ambush' the consumer to pay attention.
A)Guerrilla
B)Aggressive
C)Passive
D)Competitive
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Multiple Choice
Q 92Q 92
Ambient and guerrilla marketing tactics are most likely to be used by advertisers with _______ budgets.
A)unlimited
B)limited
C)large
D)increasing
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Multiple Choice
Q 93Q 93
One of the main strengths of ambient and guerrilla marketing tactics is their ability to capture audience _______.
A)control
B)money
C)attention
D)sales
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Multiple Choice
Q 94Q 94
A criticism of ambient and guerrilla marketing tactics is that they add to the proliferation of _______ messages in society.
A)sponsorship
B)advertising
C)publicity
D)sales promotion
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Multiple Choice
Q 95Q 95
Ambient advertising refers to the use of non-traditional or alternative media. Ambient media is only limited by the advertiser's _______.
A)size
B)experience
C)budget
D)imagination
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Multiple Choice
Q 96Q 96
The Audiovisual Media Services Directive adopted by the EU in 2007, permits greater levels of product placement on EU television programmes, but not in _______.
A)news programmes
B)current affairs programmes
C)children's programmes
D)all of the above
Free
Multiple Choice
Q 97Q 97
Technical developments in the online gaming sector allows for the development of _______ as different products can be placed in different games, at different times of the day or in different geographic locations.
A)sponsorship
B)publicity
C)advertising
D)product placement
Free
Multiple Choice
Q 98Q 98
Which of the following is a reason for the growth in product placement in recent years?
A)Media fragmentation
B)Increased TV advertising budgets
C)Reduced advertising clutter
D)Media consolidation
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Multiple Choice
Q 99Q 99
Which of the following is a risk involved with product placement?
A)If the movie or film does not take off, it can tarnish the image of the brand
B)Audiences can become annoyed by blatant product placement
C)Brand owners may not have complete control over how their brand is portrayed
D)All of the above
Free
Multiple Choice
Q 100Q 100
The 'target audience' refers to which of the following?
A)The group of people at which a product is aimed
B)The group of people at which an advertisement or message is aimed
C)The group of people which have past, present or future interest in the actions or behaviour of a company
D)The group of people referred to as stakeholders
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Multiple Choice
Q 101Q 101
'Integrated Marketing Communication' involves the coordination of marketing communications tools to deliver which types of messages?
A)Clear, consistent, credible and competitive messages
B)Consistent, credible, correct and coordinated messages
C)Clear, creative, competitive and coordinated messages
D)Consistent, credible, correct and creative messages
Free
Multiple Choice
Q 102Q 102
Which of the following is a characteristic of digital communication?
A)Global reach at relatively high cost
B)Inconvenient form to search for and buy products
C)Catalogues and prices cannot be changed quickly and easily
D)Global reach at a relatively low cost
Free
Multiple Choice
Q 103Q 103
The media class decision refers to the media planners' choice of which of the following?
A)The choice of media scheduling, i.e. primetime or off-peak
B)The choice of prime media, i.e. the press, cinema, television, posters, radio, or some combination of these
C)The choice of secondary media, i.e. the internet, telemarketing, direct mail or some combination of these
D)The choice of a particular newspaper, magazine, television spot, poster site, etc.
Free
Multiple Choice
Q 104Q 104
The media vehicle decision refers to the media planners' choice of which of the following?
A)The choice of media scheduling, i.e. prime time or off-peak
B)The choice of prime media, i.e. the press, cinema, television, posters, radio, or some combination of these
C)The choice of secondary media, i.e. the internet, telemarketing, direct mail or some combination of these
D)The choice of a particular newspaper, magazine, television spot or poster site
Free
Multiple Choice
Q 105Q 105
Which of the following is a consumer promotion tool?
A)Premiums
B)Publicity
C)Sponsorship
D)Allowances
Free
Multiple Choice
Q 106Q 106
Testing a sales promotion technique involving, for example, the choice of groups of stores with alternative promotions run in each is known as:
A)hall tests.
B)focus tests.
C)experimentation tests.
D)post-testing.
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Multiple Choice
Q 107Q 107
Testing that brings a sample of target consumers to a room that has been hired, so that alternative marketing ideas (e.g. promotions) can be tested, is called which of the following?
A)Hall tests
B)Focus tests
C)Experimentation tests
D)Post Testing
Free
Multiple Choice
Q 108Q 108
Where a manufacturer may offer an allowance in return for retailers providing promotional facilities in store, this is called which of the following?
A)Display allowance
B)Bribery
C)Trade promotion
D)Shelf promotion
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Multiple Choice
Q 109Q 109
In order to gain publicity from an item, its public relations activity must be which of the following?
A)Newsworthy
B)Genuine
C)Creative
D)Costly
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Multiple Choice
Q 110Q 110
Which of the following refers to potential newsworthy topics?
A)Marketing issues
B)Financial issues
C)Personal issues
D)All of the above
Free
Multiple Choice
Q 111Q 111
Which of the following is an objective of an exhibition?
A)Identify prospects
B)Make sales
C)Gather competitive intelligence
D)All of the above
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Multiple Choice
Q 112Q 112
A 'push' strategy is targeting of consumers with communications (e.g. promotions) designed to create demand that will promote the product into the distribution chain.
Free
True False
Free
True False
Q 114Q 114
The most effective method of setting advertising budgets is based upon matching competitors' expenditures, or using a similar percentage of sales figures as their major competitor.
Free
True False
Q 115Q 115
The advertising message translates an organization's basic value proposition into an advertising platform.
Free
True False
Q 116Q 116
Radio is limited to the use of sound and is therefore more likely to be useful in communicating factual information rather than building image.
Free
True False
Q 117Q 117
Advertising expenditure is often used by salespeople to convince the retail trade to increase shelf space of existing brands, and to stock new brands.
Free
True False
Free
True False
Free
True False
Q 120Q 120
The retail response to greater consumer impulse purchasing is to demand more sales promotions from manufacturers.
Free
True False
Q 121Q 121
Premiums are any merchandise offered free or at low cost as an incentive to purchase a brand.
Free
True False
Q 122Q 122
The 'baker's dozen' trade promotion technique involves offering 18 items for the price of 12.
Free
True False
Free
True False
Q 124Q 124
Ambush marketing is a term used to refer to the activities of companies that try to associate themselves with a sponsored event without paying any fee to the event owner.
Free
True False
Q 125Q 125
The popularity of product placement is giving rise to claims that it constitutes deceptive advertising.
Free
True False