Promotion & Marketing Mix Exam Questions Ch15

Chapter 15 - Promotion II: configuring the marketing communications mix

Test Bank

Type: multiple choice question

Title: Chapter 15 Question 01

01) When Apple released iOS 9, the operating system enabled ad-blocking and deep linking in apps. Part of the motivation was to enable iPhone users to have a cleaner and faster web experience . This is an example of change is known as:_______

a. divergence

b. allegiance

c. ad avoidance

d. intelligence

Type: multiple choice question

Title: Chapter 15 Question 02

02) ____________ is very effective at delivering messages to target audiences as it allows for explanation in a way that most other media cannot.

a. Print

b. Digital

c. Outdoor

d. Broadcast

Type: multiple choice question

Title: Chapter 15 Question 03

03) What type of media consist of three main formats: street furniture (such as bus shelters); billboards (which consist primarily of 96-, 48-, and 6-sheet poster sites); and transit (which includes buses, taxis, and the London Underground) ?

a. Interactive media

b. Support media

c. Broadcast media

d. out-of-home

Type: multiple choice question

Title: Chapter 15 Question 04

04) ________________is used to influence the way an organization is perceived by various groups of stakeholders.

a. Sponsorship.

b. Public relations.

c. Advertising.

d. Direct marketing.

Type: multiple choice question

Title: Chapter 15 Question 05

05) Campaigns based on the use of digital media designed to integrate brands into people’s lives through conversation and brand and audience interaction is known as:____________

a. participation-led integration

b. brand-led orchestration

c. media-led

d. advertising-led

Type: multiple choice question

Title: Chapter 15 Question 06

06) ____________is also a form of sponsorship and represents a relationship between film/TV producers and managers of brands. Through this arrangement, brand managers are able, for a fee, to present their brands ‘naturally’ within a film or entertainment event. Such placement is designed to increase brand awareness, develop positive brand attitudes, and possibly lead to purchase activity.

a. Field marketing

b. Exhibition

c. Brand placement

d. Viral marketing

Type: multiple choice question

Title: Chapter 15 Question 07

07) This includes advertisements that contain ‘call-to-response’ mechanisms such as telephone numbers, website addresses, email and postal addresses:__________

a. Sales promotions

b. Direct-response advertising

c. Mass-media advertising

d. Public relations

Type: multiple choice question

Title: Chapter 15 Question 08

08) The automation of the media planning, buying, and selling process is referred to as:___________

a. programmatic.

b. media robotic.

c. automated adverts.

d. automated media.

Type: multiple choice question

Title: Chapter 15 Question 09

09) An identified sponsor uses the internet to persuade or influence audiences to pass along the content, e.g. picture, game or a joke to their peers at no cost. This is referred to as:

a. viral marketing.

b. word of mouth.

c. spam.

d. personal selling.

Type: multiple choice question

Title: Chapter 15 Question 10

10) Car manufacturer Kia developed a co-creation competition to underpin a global brand campaign - the "Power to Surprise". Over 250 submissions were made from people around the world with the best entries hosted on Kia's global Facebook page. People were encouraged to share them with friends and to vote on their favourite submission.This is a good example of:

a. personal selling.

b. viral marketing.

c. digital media.

d. direct marketing.

Type: true-false

Title: Chapter 15 Question 11

11) One of the key benefits of direct marketing is that there is limited communication wastage.

a. True

b. False

Type: true-false

Title: Chapter 15 Question 12

12) Digital media enable two-way interactive communication, with information flowing back to the source and again to the receiver, as each participant adapts their message to meet the requirements of their audience.

a. True

b. False

Type: true-false

Title: Chapter 15 Question 13 LO2

13) Door to door can be much cheaper than direct mail as there are no postage charges to be accounted for.

a. True

b. False

Type: true-false

Title: Chapter 15 Question 14

14) The convergence of the media planning, buying, and selling process is referred to as ‘programmatic’.

a. True

b. False

Type: true-false

Title: Chapter 15 Question 15

15) Direct marketing is an activity undertaken by an individual representing an organization, or collectively in the form of a sales force.

a. False

b. True

Type: true-false

Title: Chapter 15 Question 16

16) When audiences experience low involvement, messages should attempt to gain an emotional response. For example, ads for fashion, cosmetics, fast food, and soft drinks often engage audiences through the use of fear, humour, animation, and storytelling.

a. True

b. False

Type: true-false

Title: Chapter 15 Question 17

17) Public Relations (PR) was regarded as a means of orchestrating the tools of the marketing communications mix, so that audiences perceive a single, consistent, unified message whenever they have contact with a brand.

a. True

b. False

Type: true-false

Title: Chapter 15 Question 18

18) Different types of public relations can be identified but the main approach is referred to as ‘media relations’ and consists of press releases, conferences, and events. Other forms of PR include lobbying, investor relations, and corporate advertising.

a. True

b. False

Type: true-false

Title: Chapter 15 Question 19

19) Digital technology has given rise to a raft of different media and opportunities for advertisers to reach their audiences. We now have access to hundreds of commercial TV and radio channels. Cinemas show multiple films at multiplex sites, and the internet has transformed the way in which we communicate, educate, inform, and entertain ourselves. This expansion of the media is referred to as audience fragmentation.

a. True

b. False

Type: true-false

Title: Chapter 15 Question 20

20) Field marketing is about providing support for the sales force and merchandising personnel. One of the tasks is concerned with getting free samples of a product into the hands of potential customers.

a. True

b. False

Type: multiple choice question

Title: Chapter 15 Question 21

21) __________________ refers to ads that follow the form, function, and sometimes the context of the host provided that they have social relevance.

a. Direct-response advertising

b. Integrated advertising

c. Native advertising

d. TV advertising

Type: multiple choice question

Title: Chapter 15 Question 22

22) IMC has emerged for many reasons, but two main ones concern ________ and ________.

a. media and organization’s image

b. customers and media

c. customers and costs

d. media and costs

Type: multiple choice question

Title: Chapter 15 Question 23

23) This is a communication tool that adds value to a product or service with the intention of encouraging people to buy now rather than at some point in the future.

a. Advertising.

b. Sales promotions

c. Public relations

d. Personal selling

Type: multiple choice question

Title: Chapter 15 Question 24

24) Using a set of criteria can help simplify the complex and difficult process of selecting the right marketing communications mix. Which of the following is NOT one of the key criteria in selecting the right marketing communications mix?

a. The credibility of the message conveyed.

b. The management of on-line media.

c. The degree to which a target audience is dispersed.

d. The costs of using a tool.

Type: multiple choice question

Title: Chapter 15 Question 25

25) This media enables two-way interactive communication, with information flowing back to the source and again to the receiver, as each participant adapts their message to meet the requirements of their audience. This media is commonly called:__________

a. ambient

b. outdoor

c. digital

d. new

Type: multiple choice question

Title: Chapter 15 Question 26

26) ____________ refers to comments and conversations, both offline and online, in social media, in the news, or through face-to-face communications, about a brand or organization.

a. Earned media

b. Digital media

c. Paid-for.

d. Broadcast

Type: true-false

Title: Chapter 15 Question 27

27) There are two main forms of in-store media: point-of-purchase (POP) displays; and packaging. Retailers control the former and manufacturers, the latter

a. True

b. False

Type: multiple choice question

Title: Chapter 15 Question 28

28) ________________ refers to partially or entirely advertising supported audio programming available to consumers on a streaming basis, delivered via the wired and mobile Internet (e.g., post casts).

a. Social media advertising.

b. Digital audio.

c. Advertising.

d. Direct marketing.

Type: multiple choice question

Title: Chapter 15 Question 29

29) ________________ is a general construct that has been widely researched not only in marketing but also in fields such as psychology and organizational behavior. It can be used to denote individuals (e.g., an art director at an advertising agency), processes (e.g., design thinking methods used to brainstorm advertising campaigns), or outputs (e.g., the actual ad executions used in a marketing campaign).

a. Purchase behaviour

b. Creativity.

c. Originality.

d. Approprirateness.

Type: true-false

Title: Chapter 15 Question 30

30) Creativity comprises to dimensions: originality and approprirateness and has been found to have positive effects on communication outcomes.

a. True

b. False