Deck 15: Promotion Ii: Configuring the Marketing Communications Mix

Question 1

When Apple released iOS 9, the operating system enabled ad-blocking and deep linking in apps. Part of the motivation was to enable iPhone users to have a cleaner and faster web experience . This is an example of change is known as:_______

A) divergence
B) allegiance
C) ad avoidance
D) intelligence

Answer 1

C

Question 2

____________ is very effective at delivering messages to target audiences as it allows for explanation in a way that most other media cannot.

A) Print
B) Digital
C) Outdoor
D) Broadcast

Answer 2

A

Question 3

What type of media consist of three main formats: street furniture (such as bus shelters); billboards (which consist primarily of 96-, 48-, and 6-sheet poster sites); and transit (which includes buses, taxis, and the London Underground) ?

A) Interactive media
B) Support media
C) Broadcast media
D) out-of-home

Answer 3

D

Question 4

________________is used to influence the way an organization is perceived by various groups of stakeholders.

A) Sponsorship.
B) Public relations.
C) Advertising.
D) Direct marketing.

Question 5

Campaigns based on the use of digital media designed to integrate brands into people's lives through conversation and brand and audience interaction is known as:____________

A) participation-led integration
B) brand-led orchestration
C) media-led
D) advertising-led

Question 6

____________is also a form of sponsorship and represents a relationship between film/TV producers and managers of brands. Through this arrangement, brand managers are able, for a fee, to present their brands 'naturally' within a film or entertainment event. Such placement is designed to increase brand awareness, develop positive brand attitudes, and possibly lead to purchase activity.

A) Field marketing
B) Exhibition
C) Brand placement
D) Viral marketing

Question 7

This includes advertisements that contain 'call-to-response' mechanisms such as telephone numbers, website addresses, email and postal addresses:__________

A) Sales promotions
B) Direct-response advertising
C) Mass-media advertising
D) Public relations

Question 8

The automation of the media planning, buying, and selling process is referred to as:___________

A) programmatic.
B) media robotic.
C) automated adverts.
D) automated media.

Question 9

An identified sponsor uses the internet to persuade or influence audiences to pass along the content, e.g. picture, game or a joke to their peers at no cost. This is referred to as:

A) viral marketing.
B) word of mouth.
C) spam.
D) personal selling.

Question 10

Car manufacturer Kia developed a co-creation competition to underpin a global brand campaign - the "Power to Surprise". Over 250 submissions were made from people around the world with the best entries hosted on Kia's HYPERLINK "http://www.facebook.com/Kiamotorsworldwide/app_420566571325298" \t "_blank" global Facebook page. People were encouraged to share them with friends and to vote on their favourite submission.This is a good example of:

A) personal selling.
B) viral marketing.
C) digital media.
D) direct marketing.

Question 11

One of the key benefits of direct marketing is that there is limited communication wastage.

Question 12

Digital media enable two-way interactive communication, with information flowing back to the source and again to the receiver, as each participant adapts their message to meet the requirements of their audience.

Question 13

Door to door can be much cheaper than direct mail as there are no postage charges to be accounted for.

Question 14

The convergence of the media planning, buying, and selling process is referred to as 'programmatic'.

Question 15

Direct marketing is an activity undertaken by an individual representing an organization, or collectively in the form of a sales force.

Question 16

When audiences experience low involvement, messages should attempt to gain an emotional response. For example, ads for fashion, cosmetics, fast food, and soft drinks often engage audiences through the use of fear, humour, animation, and storytelling.

Question 17

Public Relations (PR) was regarded as a means of orchestrating the tools of the marketing communications mix, so that audiences perceive a single, consistent, unified message whenever they have contact with a brand.

Question 18

Different types of public relations can be identified but the main approach is referred to as 'media relations' and consists of press releases, conferences, and events. Other forms of PR include lobbying, investor relations, and corporate advertising.

Question 19

Digital technology has given rise to a raft of different media and opportunities for advertisers to reach their audiences. We now have access to hundreds of commercial TV and radio channels. Cinemas show multiple films at multiplex sites, and the internet has transformed the way in which we communicate, educate, inform, and entertain ourselves. This expansion of the media is referred to as audience fragmentation.

Question 20

Field marketing is about providing support for the sales force and merchandising personnel. One of the tasks is concerned with getting free samples of a product into the hands of potential customers.

Question 21

__________________ refers to ads that follow the form, function, and sometimes the context of the host provided that they have social relevance.

A) Direct-response advertising
B) Integrated advertising
C) Native advertising
D) TV advertising

Question 22

IMC has emerged for many reasons, but two main ones concern ________ and ________.

A) media and organization's image
B) customers and media
C) customers and costs
D) media and costs

Question 23

This is a communication tool that adds value to a product or service with the intention of encouraging people to buy now rather than at some point in the future.

A) Advertising.
B) Sales promotions
C) Public relations
D) Personal selling

Question 24

Using a set of criteria can help simplify the complex and difficult process of selecting the right marketing communications mix. Which of the following is NOT one of the key criteria in selecting the right marketing communications mix?

A) The credibility of the message conveyed.
B) The management of on-line media.
C) The degree to which a target audience is dispersed.
D) The costs of using a tool.

Question 25

This media enables two-way interactive communication, with information flowing back to the source and again to the receiver, as each participant adapts their message to meet the requirements of their audience. This media is commonly called:__________

A) ambient
B) outdoor
C) digital
D) new

Question 26

____________ refers to comments and conversations, both offline and online, in social media, in the news, or through face-to-face communications, about a brand or organization.

A) Earned media
B) Digital media
C) Paid-for.
D) Broadcast

Question 27

There are two main forms of in-store media: point-of-purchase (POP) displays; and packaging. Retailers control the former and manufacturers, the latter

Question 28

________________ refers to partially or entirely advertising supported audio programming available to consumers on a streaming basis, delivered via the wired and mobile Internet (e.g., post casts).

A) Social media advertising.
B) Digital audio.
C) Advertising.
D) Direct marketing.

Question 29

________________ is a general construct that has been widely researched not only in marketing but also in fields such as psychology and organizational behavior. It can be used to denote individuals (e.g., an art director at an advertising agency), processes (e.g., design thinking methods used to brainstorm advertising campaigns), or outputs (e.g., the actual ad executions used in a marketing campaign).

A) Purchase behaviour
B) Creativity.
C) Originality.
D) Approprirateness.

Question 30

Creativity comprises to dimensions: originality and approprirateness and has been found to have positive effects on communication outcomes.