Test Bank Chapter 8 Marketing Communications And Principles

Chapter 08: Marketing communications and principles

Test Bank

Type: multiple choice question

Title: Chapter 08 Question 01

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

a. Sales promotions.

b. Communication.

c. Public relations.

d. Personal selling.

Type: multiple choice question

Title: Chapter 08 Question 02

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.

Type: multiple choice question

Title: Chapter 08 Question 03

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

Type: multiple choice question

Title: Chapter 08 Question 04

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.

Type: multiple choice question

Title: Chapter 08 Question 05

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.

Type: multiple choice question

Title: Chapter 08 Question 06

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

a. Tools.

b. Media.

c. Target audience.

d. Messages.

Type: multiple choice question

Title: Chapter 08 Question 07

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.

Type: multiple choice question

Title: Chapter 08 Question 08

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

a. Viral marketing

b. Tools

c. Television

d. Sales promotions

Type: multiple choice question

Title: Chapter 08 Question 09

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

Type: multiple choice question

Title: Chapter 08 Question 10

10) This is a form of interpersonal communication about products or services where a receiver regards the communicator as somebody who is impartial and who is not attempting to sell products or services.

a. Personal selling.

b. Word-of-mouth.

c. Customer service.

d. Direct marketing.

Type: true-false

Title: Chapter 08 Question 11

11) The development of digital technologies has been instrumental in enabling organizations to provide increased interaction opportunities with their customers and other audiences.

a. True

b. False

Type: true-false

Title: Chapter 08 Question 12

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

a. True

b. False

Type: true-false

Title: Chapter 08 Question 13

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

a. True

b. False

Type: true-false

Title: Chapter 08 Question 14

14) 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.

a. True

b. False

Type: true-false

Title: Chapter 08 Question 15

15) Encoding 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. True

b. False

Type: true-false

Title: Chapter 08- Question 16

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

a. True

modern contexts.

b. False

modern contexts.

Type: true-false

Title: Chapter 08 Question 17

17) 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.

a. True

b. False

Type: true-false

Title: Chapter 08 Question 18

18) 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.

a. True

b. False

Type: true-false

Title: Chapter 08 Question 19

19) Opinion leaders are people who are more predisposed to receiving information and then reprocessing it to influence others.

a. True

b. False

Type: true-false

Title: Chapter 08 Question 20

20) Word of mouth is a form of interpersonal communication about products or services where a receiver regards the communicator as somebody who is impartial and who is not attempting to sell products or services.

a. True

b. False

Type: multiple choice question

Title: Chapter 08 Question 21

21) Drug manufacturers such as GlaxoSmithKline and Pfizer often launch new drugs by enlisting the support of eminent professors, consultants, or doctors who are recognized by others in the profession as experts. This is an example of:

a. Opinion formers.

b. Opinion leaders.

c. Opinion followers.

d. Opinion seekers.

Type: multiple choice question

Title: Chapter 08 Question 22

22) 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

Type: multiple choice question

Title: Chapter 08 Question 23

23) Communications can be used to differentiate brands and organizations, to reinforce brand memories and expectations, to inform, that is make aware and educate audiences, and finally to persuade them to do things or to behave in particular ways. This is referred to as:

a. AIDA.

b. DRIP.

c. SWOT.

d. PESTLE.

Type: multiple choice question

Title: Chapter 08 Question 24

24) 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

Type: multiple choice question

Title: Chapter 08 Question 25

25) 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

Type: multiple choice question

Title: Chapter 08 Question 26

26) 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

Type: multiple choice question

Title: Chapter 08 Question 27

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

a. In-store.

b. Outdoor.

c. Print.

d. Broadcast.

Type: multiple choice question

Title: Chapter 08 Question 28

28) ___________ 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

Type: multiple choice question

Title: Chapter 08 Question 29

29) 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.

Type: multiple choice question

Title: Chapter 08 Question 30

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

a. Newspaper

b. Street furniture

c. Billboards

d. Transit