Question 1

Organizations rely upon strategically developed marketing mixes to ensure a strong ______.&#10;A) mission statement for customers&#10;B) value proposition for customers&#10;C) distribution channel for customers&#10;D) marketing plan for customers

Accepted Answer

A value proposition is a statement that describes the unique benefit that a product or service provides to its customers. A strong marketing mix, consisting of product, price, promotion, and place (distribution), helps to create and communicate that value proposition effectively. A mission statement is a broader statement of an organization's purpose, while a marketing plan is a comprehensive roadmap for achieving marketing goals.

Question 2

Media content can be expressed using the acronym PESO. What does the S stand for?&#10;A) sensor media&#10;B) supply media&#10;C) shared media&#10;D) social media

Accepted Answer

The S in PESO stands for shared media, which refers to content that is shared through social media and other online platforms. This includes user-generated content, influencer partnerships, and viral content. While social media is also a form of media in its own right, it is specifically represented by the S in PESO.

Question 3

Which element in the promotional mix may be expressed using any of the media types in the PESO model?&#10;A) personal selling&#10;B) direct marketing&#10;C) sales promotion&#10;D) advertising

Accepted Answer

C

Question 4

Which one of the below is not an example of social media marketing?&#10;A) video content&#10;B) blogs&#10;C) shared photos&#10;D) online video ads

Accepted Answer

Online video ads are a form of online advertising, not social media marketing. Social media marketing involves promoting products or services through social media platforms such as Facebook, Twitter, Instagram, etc. through content that engages with the audience, such as videos, blogs, and shared photos.

Question 5

Most digital advertising is purchased and delivered using ______.&#10;A) an ad network&#10;B) programmatic advertising&#10;C) advertising publishers&#10;D) content marketing

Accepted Answer

Programmatic advertising involves the use of software to purchase and deliver digital advertising, making it the most common method used for buying and delivering digital ads. Ad networks and advertising publishers are often used within programmatic advertising to help reach specific target audiences or placements. Content marketing involves creating and distributing valuable content to attract a specific target audience, but it is not a method used for purchasing and delivering digital ads.

Question 6

A viewable display impression is defined as an ad that loads ______.&#10;A) at 60% or more and remains present for at least three seconds&#10;B) at 50% or more and remains present for at least one second&#10;C) at 70% or more and remains present for at least one second&#10;D) at 100% and remains present for at least three seconds

Accepted Answer

A viewable display impression is defined by the Media Rating Council as an ad that loads at 50% or more and remains present for at least one second.

Question 7

Which one of the following is not a type or topic of branded content?&#10;A) nonfiction&#10;B) instructions&#10;C) opinions&#10;D) poetry

Accepted Answer

The answer of Which one of the following is not...

Question 8

The two primary players in the communications process are ______.&#10;A) encoding and decoding&#10;B) channels and mediums&#10;C) responses and feedback&#10;D) senders and receivers

Accepted Answer

The two primary players in the communications process are the sender (encoding) and the receiver (decoding). The sender encodes a message and sends it through a channel to the receiver, who then decodes the message and provides feedback or a response. Channels and mediums are the means by which the message is transmitted, and responses and feedback are outcomes of the communication process, but the sender and receiver are the key players.

Question 9

Which of the following is not a characteristic of a politely interrupted marketing communication?&#10;A) They persist for an amount of time controlled by the receiver.&#10;B) They enable receiver engagement.&#10;C) They are interruptive.&#10;D) They turn on a prospect to a brand idea.

Accepted Answer

The characteristic "They turn on a prospect to a brand idea" is not typically associated with a politely interrupted marketing communication. Rather, it is a desired outcome of such communication.

Question 10

Which one of the following is not a stage of an effective communications campaign?&#10;A) campaign planning&#10;B) execution&#10;C) campaign media concepting&#10;D) campaign design

Accepted Answer

While campaign media concepting may be an important aspect of campaign planning and design, it is not typically considered a separate stage. The three main stages of an effective communications campaign are campaign planning, execution, and evaluation.

Question 11

All of the following are hierarchy of effects stages EXCEPT ______.&#10;A) conative&#10;B) innovative&#10;C) cognitive&#10;D) affective

Accepted Answer

The answer of All of the following are hierarchy of...

Question 12

A client brief includes ______.&#10;A) brand positioning&#10;B) media planning&#10;C) research&#10;D) public relations

Accepted Answer

The answer of A client brief includes ______.&#10;A) brand positioning&#10;B)...

Question 13

A disadvantage of the MARCOM mix advertising element is ______.&#10;A) negative perception of some modes&#10;B) cost per contact can be high&#10;C) lack of control over outcome&#10;D) difficulty cutting through clutter

Accepted Answer

The answer of A disadvantage of the MARCOM mix advertising...

Question 14

Which campaign executional style depicts the way a consumer group lives?&#10;A) testimonial&#10;B) lifestyle&#10;C) demonstration&#10;D) slice of life

Accepted Answer

The answer of Which campaign executional style depicts the way...

Question 15

Which of the following is a television media channel advantage?&#10;A) visual impact&#10;B) measurability&#10;C) high reach possible&#10;D) variety of ad formats possible

Accepted Answer

The answer of Which of the following is a television...

Deck 9: Communicating Value: Promotion