Deck 10: Marketing Communications

Question 1

Marcoms (marketing communications) are central to Porter's generic cost-differentiation focus strategies framework and refer to four central types of media; which is not one of them?

A) Advertising
B) Direct marketing
C) PR
D) None of the options given are correct.

Answer 1

None of the options given are correct.

Question 2

There are two layers to explore in using these four media in marcoms strategy relating to; which are they?

A) What the client wants to 'say'
B) 'How' you say it
C) What the client wants to 'say' and 'How' you say it
D) None of the options given are correct.

Answer 2

What the client wants to 'say' and 'How' you say it

Question 3

When can a client spend money on marcoms to help justify a price increase or increase volume, but this will only add to costs?

A) Long run
B) Short run
C) Medium run
D) Very long run

Answer 3

Short run

Question 4

When can marcoms support price through brand preference and provide some competitive protection for a brand?

A) Medium to long run
B) Short to medium
C) Medium to very short
D) Very short to long

Question 5

Marcoms provides organizations with the possibility of establishing their position with the market and asserting their distinctiveness. Thus marcoms also helps in ________

A) cost control.
B) selling.
C) buying.
D) differentiation.

Question 6

Successful marketing communications strategies are designed to achieve a(n) __________ and/or _________ reinforcement or change.

A) attitudinal, behavioural
B) cognitive, behavioural
C) emotional, cognitive
D) attitudinal, rational

Question 7

Which is not a part of five key marcom tools?

A) PR
B) Personal selling
C) Sales promotions
D) Packaging

Question 8

The marcoms strategic process begins with an audit of the marketplace such as can be obtained with the ______

A) PESTLE.
B) PISTOL.
C) PESSST.
D) ECLIPTOR.

Question 9

What are the three broad categories of media?

A) Owned, pre-paid, and social media
B) Digital, traditional, and social media
C) Omnichannel, paid, earned
D) Owned, paid, and earned media

Question 10

The significant shift in power from encoder to decoder is broadly categorized as

A) 'Pull' to 'Push'.
B) 'Push' to 'Pull'.
C) 'Shove' to 'Ram'.
D) All of the options given are correct.

Question 11

The marcoms strategic process involves

A) Audit - Strategy - Operations.
B) Strategy - Audit - Operations.
C) Audit - Operations - Strategy.
D) All of the options given are correct.

Question 12

One of the key problems that can arise in strategy development is

A) boredom.
B) neglecting the media schedule.
C) confusing the client's concerns with the customer's concerns.
D) turnover over of agency and client staff.

Question 13

Which is not an example of a task in marcoms?

A) Announce launch.
B) Increase sales.
C) Develop product with the target price in mind.
D) Stop a decline.

Question 14

A cultural identification marcoms strategy involves _______

A) make the central benefit salient.
B) solve a problem or better fulfill a desire.
C) make the brand part of consumer's world.
D) alter the consumer's definition of category.

Question 15

A paradigm shift marcoms strategy involves _______

A) make the central benefit salient.
B) solve a problem or better fulfill a desire.
C) make the brand part of consumer's world.
D) alter the consumer's definition of category.

Question 16

The desired level of frequency and coverage to achieve the advertising objective is called _______

A) exposure.
B) awareness.
C) attitudes.
D) relationships.

Question 17

Which of the following can be measured at two levels - spontaneous and prompted?

A) Exposure
B) Awareness
C) Attitudes
D) Relationships

Question 18

Which is the highest level of marcoms objectives?

A) Exposure
B) Awareness
C) Attitudes
D) Prompts

Question 19

What does OTS stand for?

A) Opportunity to sell
B) Opportunity to supply
C) Obvious to sellers
D) Opportunity to see

Question 20

Changing the identity of a product relative to the identity of competing products is called ______

A) positioning.
B) de-positioning.
C) off-positioning.
D) repositioning.

Question 21

____ spells out what you want to say to consumers.

A) Deposition
B) Proposition
C) Preposition
D) Selling jingle

Question 22

________ is an example of a proposition to avoid.

A) A wide range and good value
B) Stylish and modern
C) The best car in the market
D) All of the options given are correct.

Question 23

A good proposition _____

A) gives creatives an 'angle' or way in.
B) forces a strategic choice.
C) is single-minded not all encompassing.
D) All of the options given are correct.

Question 24

____ is a paid form of communication whereas _____ is a sustained effort to establish and maintain goodwill.

A) PR, sales promotions
B) Advertising, sales promotion
C) Press ads, TV ads
D) Advertising, PR

Question 25

____ refers to a vertical decision involving media type.

A) Media weights
B) Media class
C) Media scope
D) Media history

Question 26

___________ refer to specific media used to share the message.

A) Media weights
B) Media class
C) Media scope
D) Media vehicles

Question 27

If press is chosen as a media to be used, then the decision whether it will be The Times or The Sun is an example of a ____decision.

A) media weights
B) media class
C) media vehicle
D) media history

Question 28

What is not included under operations?

A) Creative brief
B) Media execution
C) Pre-testing
D) Contingency

Question 29

The overall process of intermediate effects measurement includes of

A) research prior to development.
B) competitors.
C) judgement.
D) share of voice.

Question 30

Physiological tests are done using

A) EEG.
B) microphones.
C) tea bags.
D) eye-movement.

Question 31

_____ requires the remembering of an ad without any external aid.

A) Recall
B) Processing
C) Remind
D) Rewind

Question 32

_______ is an overall positive or negative evaluation of the brand.

A) Awareness
B) Purchase intention
C) Brand attitude
D) Brand choice

Question 33

According to Nichols (2013) what does attribution mean?

A) The process of quantifying the contribution of each element of advertising
B) Distributing resources across different media in real time
C) Developing media plans
D) None of the above

Question 34

Instead of measuring advertising's impact in single medium like TV, the Press, or the Internet, the aim is to measure the ________ between media.

A) effectiveness
B) cross performance
C) interactions
D) sales