Deck 8: Marketing Communications and Principles

Question 1

The process by which individuals share meaning is referred to as:

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

Answer 1

B

Question 2

AIDA is a hierarchy of effects or sequential model used to explain how advertising works. AIDA stands for:

A) Awareness, intensity, desire, and application.
B) Action, interest, desire, and awareness.
C) Awareness, interest, desire, and action.
D) Application, interest, density, and action.

Answer 2

C

Question 3

Ideally, marketing communications objectives should consist of three main elements. Which of the following is not an element of marketing communications objectives?

A) Sales objectives
B) Corporate objectives
C) marketing objectives
D) Communications objectives

Answer 3

A

Question 4

This 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.

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

Question 5

Marketing communications is a more contemporary term for what was previously referred to as:

A) Promotion.
B) Advertising.
C) Public relations.
D) Word of mouth.

Question 6

Which of the following is not an element of marketing communications?

A) Tools.
B) Media.
C) Target audience.
D) Messages.

Question 7

People who exert personal influence because of their profession, authority, education or status associated with the object of the communication process are:

A) Opinion creators.
B) Opinion seekers.
C) Opinion leaders.
D) Opinion formers.

Question 8

_____________ is an electronic version of the spoken endorsement of an offering.

A) Viral marketing
B) Tools
C) Television
D) Sales promotions

Question 9

_____________ emphasizes that each phase occurs in a particular sequence, a linear progression, which enables the 'transmission of information, ideas, attitudes, or emotion from one person or group to another (or others), primarily through symbols'.

A) The two-step model of communication
B) The interaction model of communication
C) The sales promotions model
D) The linear model of communication

Question 10

ADDA is a hierarchy of effects or sequential model used to explain how advertising works.

Question 11

The interaction model recognizes that messages can flow through various channels and that people can influence the direction and impact of a message.

Question 12

The marketing communications strategy is derived from the objectives and context analysis. There are three types of strategy: pull for the end-user markets, push for the trade and channel intermediaries, and profile designed to reach all significant stakeholders.

Question 13

In today's digital environment, the linear model is a good way to explain how consumers react to communications in modern contexts.

Question 14

The marketing communications planning framework (MCPF) identifies the following key steps in this process: PESTLE analysis, corporate objectives, corporate strategy, communications method, scheduling, resources, and feedback.

Question 15

A one-step model is a 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.

Question 16

This approach assumes that a prospect must pass through a series of steps for a purchase to be made. Advertising cannot generate an immediate sale because there are a series of thought processes that need to be fulfilled prior to action. This approach is referred to as:

A) DRIP
B) AIDA
C) Hierarchy of effects
D) Weak theory

Question 17

Under this theory, advertising is believed to be capable of increasing sales for a brand and for the product class. This theory is referred to as:

A) Strong theory
B) Weak theory
C) AIDA
D) DRIP

Question 18

What are the three stages of attitude formation?

A) Cognitive, evaluative, and conative
B) Cognitive, affective, and conative
C) Evaluative, cognitive, and affective
D) Cognitive, selective, and effective

Question 19

The development of ______________ has had a profound impact on the way client organizations communicate with their audiences.

A) print media
B) broadcast
C) digital media
D) DTR

Question 20

Packaging and point of purchase display are categorised within what media?

A) In-store.
B) Outdoor.
C) Print.
D) Broadcast.

Question 21

___________ refers to the use of entertainment material which features a single company or brand.

A) User-generated content
B) Brand management
C) Celebrity endorsement
D) Branded content

Question 22

This is a marketing communication tool that uses non-personal media to create and sustain a personal and intermediary free communication with customers, potential customers, and other significant stakeholders.

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

Question 23

Which of the following is not a main format of Out-of-home media?

A) Newspaper
B) Street furniture
C) Billboards
D) Transit