Deck 14: Promotion I: Principles of Marketing Communications

Question 1

The first important idea about how advertising works was based on how the personal selling process works. This model was developed by Strong in 1925 and has become extremely well known and used by many practitioners. The method is called:________

A) DIDA
B) AIDA
C) CATI.
D) Means end chain.

Answer 1

B

Question 2

This is a hierarchy of effects or sequential model used to explain how advertising works:__________

A) SWOT
B) PESTLE
C) AIDA
D) ADD

Answer 2

C

Question 3

One of the common uses of marketing communications is to remind people of a need they might have or of the benefits of past transactions, with a view to convincing them that they should enter into a similar exchange. Which task of marketing communication is this referred to?

A) To inform
B) To reinforce
C) To differentiate
D) To persuade

Answer 3

B

Question 4

_____________is concerned with those influences that distort information and, in turn, make it difficult for the receiver to correctly decode and interpret the message as intended by the source.

A) Decoding.
B) Encoding.
C) Noise.
D) Feedback.

Question 5

Which of the following terms best fits the activity of marketing communications?

A) Developing messages that can be understood and acted on by target audiences.
B) Convenience of location.
C) Making products available.
D) High level of regulation.

Question 6

The role of marketing communications is to engage audiences and there are four main tasks that it can be used to complete. Which of the following is not part of the four main tasks?

A) Inform.
B) Differentiate.
C) Participate.
D) Reinforce.

Question 7

This approach has been used to convey particular information and help educate large target audiences through television and radio programmes. This approach is referred to as:__________

A) Opinion formers
B) Public relations
C) Opinion followers.
D) Opinion leaders

Question 8

Communications objectives are derived from the __________ and refer to levels of awareness, perception, comprehension/knowledge, attitudes, and overall degree of preference for a brand. The choice of communications goal depends on the tasks that need to be accomplished.

A) context analysis
B) resources
C) marketing communications strategy
D) communication methods

Question 9

Which of the following is the communication model that depicts information flowing via various media channels, to particular types of people to whom other members of the audience refer for information and guidance?

A) One-step.
B) Multi-step.
C) Three-step.
D) Two-step.

Question 10

This is a form of interpersonal communication about products or services where a receiver regards the communicator as somebody who is impartial and who is not attempting to sell products or services.

A) Personal selling.
B) Word-of-mouth.
C) Customer service.
D) Direct marketing.

Question 11

The development of digital technologies has been instrumental in enabling organizations to provide increased interaction opportunities with their customers and other audiences.

Question 12

The weak theory proposes that advertising is capable of increasing sales for a brand and for the product category.

Question 13

The interaction model of communication is similar to the two-step model, with one important difference: in this model, the parties are seen to interact among themselves and communication flows among all the members in what is regarded as a communication network.

Question 14

Opinion leaders are more gregarious and self-confident than non-leaders and are more confident of their role as influencers.

Question 15

Encoding is part of the communication process where receivers unpack the various components of the message, and begin to make sense and give the message meaning.

Question 16

Effective communication is more likely when there is some common ground, a realm of understanding between feedback and receiver.

Question 17

Organizations that practice marketing communications in international environments have to be fully aware of the economical dimensions associated with each of their markets.

Question 18

Interrelated is one of the cultural characteristics that refer to as deep connections between different elements within a culture. Thus family, religion, business/work, and social status are interlinked.

Question 19

Opinion leaders are people who are more predisposed to receiving information and then reprocessing it to influence others.

Question 20

Word of mouth is a form of interpersonal communication about products or services where a receiver regards the communicator as somebody who is impartial and who is not attempting to sell products or services.

Question 21

Drug manufacturers such as GlaxoSmithKline and Pfizer often launch new drugs by enlisting the support of eminent professors, consultants, or doctors who are recognized by others in the profession as experts. This is an example of:

A) opinion formers.
B) opinion leaders.
C) opinion followers.
D) opinion seekers.

Question 22

This behavioural change may be about getting people to buy the brand, but it may often be about motivating them to visit a website, call for a brochure, fill in an application form, or simply visit a shop and sample the brand free of cost and other risk. This behavioural change is also referred to as:

A) DRIP
B) AIDA
C) call to action
D) Weak Theory

Question 23

Communications can be used to differentiate brands and organizations, to reinforce brand memories and expectations, to inform, that is make aware and educate audiences, and finally to persuade them to do things or to behave in particular ways. This is referred to as:

A) AIDA.
B) DRIP.
C) SWOT.
D) PESTLE.

Question 24

Marketing communications was originally called _________, one of the 4 Ps of the marketing mix.

A) promotion
B) product
C) place
D) packaging

Question 25

Marketing communications are used to achieve one of two principal goals. The first is to _____________ and the second is to make consumers behave in particular ways.

A) influence their opinions
B) develop brand values
C) get the message to target audiences
D) persuade them to buy more

Question 26

Which of the following is Not one of the main aspects of marketing communications?

A) Cooperation
B) Engagement.
C) Audiences.
D) Responses .

Question 27

Marketing communications is a more contemporary term for______

A) promotion
B) product
C) place
D) packaging

Question 28

Which one of the followings is Not one of the main components of the communications context analysis?

A) promotion
B) customer
C) business
D) external contexts.