Question 1

Which of these is not part of the traditional marketing mix?&#10;A) price&#10;B) place&#10;C) packaging&#10;D) promotion&#10;E) product

Accepted Answer

The traditional marketing mix includes product, price, place, and promotion. Packaging is not a traditional element of the marketing mix, although it can be important for product differentiation and branding.

Question 2

Return on investment in marketing communication is&#10;A) easily evaluated for each different type of marketing communication activity&#10;B) based on measures of awareness&#10;C) measurement of the financial return from specific marketing communication expenditure&#10;D) remuneration for marketing communications providers for their activity

Accepted Answer

Return on investment in marketing communication refers to the measurement of the financial return from specific marketing communication expenditure. It is based on the assessment of the actual financial impact of the communication activities on the business, such as sales, revenue, and profits. A and B are not correct as they do not capture the financial aspect of the return on investment. D is incorrect as it refers to payment, not evaluation of return on investment.

Question 3

Brand equity is&#10;A) all brands being perceived as equivalent&#10;B) perceived positioning and value of a brand relative to competitors&#10;C) not impacted by marketing communication&#10;D) unchanging over time

Accepted Answer

Brand equity refers to the perceived value and positioning of a brand relative to competitors. It is influenced by factors such as brand recognition, customer loyalty, brand reputation, and perceived quality. It is not static and can change over time depending on various internal and external factors. It is an important concept in marketing as it can impact consumer behavior and purchasing decisions. Thus, option B is the correct answer. Options A, C, and D are incorrect, as brands are not equivalent, brand equity can be impacted by marketing communications, and brand equity can change over time.

Question 4

Clutter requires&#10;A) advertisers to explore new ways of standing out from competitors&#10;B) consumers to concentrate to evaluate different advertisements&#10;C) advertisers to spend more on advertising&#10;D) entertaining rather than relevant advertisements

Accepted Answer

Clutter refers to the crowded and competitive environment in which advertisers must operate in order to promote their products or services. In this context, advertisers must find new and creative ways to distinguish themselves from their competitors and capture the attention of the audience. This can require investing in new advertising formats, leveraging social media and other digital platforms, or developing more engaging and memorable messaging that resonates with consumers. Ultimately, the key to succeeding in a cluttered advertising landscape is to be innovative and strategic in how you approach advertising and marketing, rather than simply trying to outspend or outshout the competition.

Question 5

Hybrid media are&#10;A) media forms that combine education and entertainment&#10;B) media forms that combine entertainment and persuasion&#10;C) combinations of different types of media&#10;D) all of the above&#10;E) none of the above

Accepted Answer

The answer of Hybrid media are&#10;A) media forms that combine...

Question 6

Which of these is not a potential barrier for integrated communication?&#10;A) the internet&#10;B) organisational structures&#10;C) turf wars&#10;D) different communication agencies&#10;E) Short-Term Return on Investment (ROI)

Accepted Answer

The internet is not a potential barrier for integrated communication, as it is a tool that can be utilized to integrate communication across various channels and platforms. The other options - organisational structures, turf wars, different communication agencies, and Short-Term ROI - can all be potential barriers to integrated communication.

Question 7

An example of social marketing is&#10;A) using social media tools for marketing&#10;B) using commercial marketing tools for health issues&#10;C) using marketing for fundraising&#10;D) using internal marketing in a company

Accepted Answer

Social marketing is the use of marketing techniques to promote socially beneficial behavior. In option B, commercial marketing tools are being used to promote health issues, which is a typical example of social marketing. Option A is more about digital marketing, option C is about fundraising, and option D is about promoting the company's internal culture.

Question 8

Which of the following is not part of the traditional promotional mix?&#10;A) advertising&#10;B) sales promotion&#10;C) PR / publicity&#10;D) production

Accepted Answer

Production is not a part of the traditional promotional mix. The traditional promotional mix consists of advertising, sales promotion, PR/publicity, personal selling, and direct marketing. Production refers to the actual creation of the product or service and is not a promotional activity.

Deck 1: Marketing Communications As a Strategic Marketing Tool