Ch.10 Test Questions & Answers Marketing Communications West

Chapter 10: Marketing communications

Test Bank

Type: multiple choice question

Title: Chapter 10 Question 01

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.

Type: multiple choice question

Title: Chapter 10 Question 02

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.

Type: multiple choice question

Title: Chapter 10 Question 03

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

Type: multiple choice question

Title: Chapter 10 Question 04

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

Type: multiple choice question

Title: Chapter 10 Question 05

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.

Type: multiple choice question

Title: Chapter 10 Question 06

6) A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines, e.g., general advertising, direct response, sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communications impact is also called ____

a. ABC.

b. AMC.

c. ICC.

d. IMC.

Type: multiple choice question

Title: Chapter 10 Question 07

7) 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

Type: multiple choice question

Title: Chapter 10 Question 08

8) Which is not a part of five key marcom tools?

a. PR

b. Personal selling

c. Sales promotions

d. Packaging

Type: multiple choice question

Title: Chapter 10 Question 09

9) 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.

Type: multiple choice question

Title: Chapter 10 Question 10

10) 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

Type: multiple choice question

Title: Chapter 10 Question 11

11) 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.

Type: multiple choice question

Title: Chapter 10 Question 12

12) 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.

Type: multiple choice question

Title: Chapter 10 Question 13

13) 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.

Type: multiple choice question

Title: Chapter 10 Question 14

14) 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.

Type: multiple choice question

Title: Chapter 10 Question 15

15) 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.

Type: multiple choice question

Title: Chapter 10 Question 16

16) 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.

Type: multiple choice question

Title: Chapter 10 Question 17

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

a. exposure.

b. awareness.

c. attitudes.

d. relationships.

Type: multiple choice question

Title: Chapter 10 Question 18

18) Which of the following can be measured at two levels – spontaneous and prompted?

a. Exposure

b. Awareness

c. Attitudes

d. Relationships

Type: multiple choice question

Title: Chapter 10 Question 19

19) Which is the highest level of marcoms objectives?

a. Exposure

b. Awareness

c. Attitudes

d. Prompts

Type: multiple choice question

Title: Chapter 10 Question 20

20) What does OTS stand for?

a. Opportunity to sell

b. Opportunity to supply

c. Obvious to sellers

d. Opportunity to see

Type: multiple choice question

Title: Chapter 10 Question 21

21) 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.

Type: multiple choice question

Title: Chapter 10 Question 22

22) ____ spells out what you want to say to consumers.

a. Deposition

b. Proposition

c. Preposition

d. Selling jingle

Type: multiple choice question

Title: Chapter 10 Question 23

23) ________ 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.

Type: multiple choice question

Title: Chapter 10 Question 24

24) 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.

Type: multiple choice question

Title: Chapter 10 Question 25

25) ____ 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

Type: multiple choice question

Title: Chapter 10 Question 26

26) ____ refers to a vertical decision involving media type.

a. Media weights

b. Media class

c. Media scope

d. Media history

Type: multiple choice question

Title: Chapter 10 Question 27

27) ___________ refer to specific media used to share the message.

a. Media weights

b. Media class

c. Media scope

d. Media vehicles

Type: multiple choice question

Title: Chapter 10 Question 28

28) 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

Type: multiple choice question

Title: Chapter 10 Question 29

29) What is not included under operations?

a. Creative brief

b. Media execution

c. Pre-testing

d. Contingency

Type: multiple choice question

Title: Chapter 10 Question 30

30) The overall process of intermediate effects measurement includes of

a. research prior to development.

b. competitors.

c. judgement.

d. share of voice.

Type: multiple choice question

Title: Chapter 10 Question 31

31) Physiological tests are done using

a. EEG.

b. microphones.

c. tea bags.

d. eye-movement.

Type: multiple choice question

Title: Chapter 10 Question 32

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

a. Recall

b. Processing

c. Remind

d. Rewind

Type: multiple choice question

Title: Chapter 10 Question 33

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

a. Awareness

b. Purchase intention

c. Brand attitude

d. Brand choice

Type: multiple choice question

Title: Chapter 10 Question 34

34) 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

Type: multiple choice question

Title: Chapter 10 Question 35

35) 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