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Chapter 10 Multiple-Choice Questions
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Chapter 10 Multiple-Choice Questions
Principles of Marketing Communications
Quiz Content
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not completed
.
Marketing communications is a more contemporary term for what was previously referred to as ________
public relations.
correct
incorrect
word of mouth.
correct
incorrect
advertising.
correct
incorrect
promotion.
correct
incorrect
*
not completed
.
The marketing communications strategy of the marketing mix deals exclusively with:
engagement, audiences, and advertising.
correct
incorrect
advertising audiences, and responses.
correct
incorrect
advertising, publicity, and responses
correct
incorrect
engagement, audiences, and responses.
correct
incorrect
*
not completed
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Considering what the audiences' communications needs and engaging with them using one-way, two-way, or dialogic communications are referred to as:
engagement
correct
incorrect
responses
correct
incorrect
advertisement
correct
incorrect
publicity.
correct
incorrect
*
not completed
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AIDA is a hierarchy of effects or sequential model used to explain how advertising works. AIDA stands for:____________
Application, Interest, Density, Action.
correct
incorrect
Awareness, Interest, Desire, Action.
correct
incorrect
Awareness, Intensity, Desire, Application.
correct
incorrect
Action, Interest, Desire, Awareness.
correct
incorrect
*
not completed
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AIDA stands for awareness, ________, desire and _________.
interest; action
correct
incorrect
intensity; appeal
correct
incorrect
involvement; action
correct
incorrect
Involvement; appeal
correct
incorrect
*
not completed
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Marketing communications are used to achieve one of two principal goals. The first concerns the development of brand values. What is the other goal?
Increasing sales.
correct
incorrect
Informing about products.
correct
incorrect
Changing the behaviour of target audiences.
correct
incorrect
Channelling communication tools.
correct
incorrect
*
not completed
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This is the sharing of meaning created through the transmission of information:
Communication.
correct
incorrect
Noise.
correct
incorrect
Transfer.
correct
incorrect
Understanding.
correct
incorrect
*
not completed
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_________ model emphasizes that each phase occurs in a particular sequence, which, according to Theodorson and Theodorson (1969), enables the 'transmission of information, ideas, attitudes, or emotion from one person or group to another (or others), primarily through symbols'.
The circular
correct
incorrect
The linear
correct
incorrect
The two-way
correct
incorrect
The AIDA
correct
incorrect
*
not completed
.
Which of the following is
not
an element of marketing communications?
Tools.
correct
incorrect
Target audience.
correct
incorrect
Media.
correct
incorrect
Messages.
correct
incorrect
*
not completed
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_____________is an important element in the communication process. It recognizes that successful communications are more likely to be achieved if the source and the receiver understand each other.
The realm of understanding
correct
incorrect
Personal selling
correct
incorrect
Noise
correct
incorrect
Feedback
correct
incorrect
*
not completed
.
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:
Encoding.
correct
incorrect
Decoding.
correct
incorrect
Transfer.
correct
incorrect
Noise.
correct
incorrect
*
not completed
.
This is a part of the communication process where the sender selects a combination of appropriate words, pictures, symbols and music to represent a message to be transmitted:
Encoding.
correct
incorrect
Decoding.
correct
incorrect
Transfer.
correct
incorrect
Feedback.
correct
incorrect
*
not completed
.
This is part of the communication process and refers to the responses offered by receivers:
Encoding.
correct
incorrect
Decoding.
correct
incorrect
Transfer.
correct
incorrect
Feedback.
correct
incorrect
*
not completed
.
_______________ is concerned with the development of knowledge that is specific to the parties involved and is referred to as 'learning together'.
Dialogue
correct
incorrect
Personal influencer
correct
incorrect
Feedback
correct
incorrect
Message
correct
incorrect
*
not completed
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People who exert personal influence because of their profession, authority, education, or status associated with the object of the communication process are _____________
Opinion followers.
correct
incorrect
Opinion formers.
correct
incorrect
Public relations.
correct
incorrect
Opinion leaders.
correct
incorrect
*
not completed
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They are not part of the same peer group as the people they influence. Their defining characteristic is that they exert personal influence because of their profession, authority, education, or status associated with the object of the communication process. This is referred to as:
Opinion aggregators.
correct
incorrect
Opinion followers.
correct
incorrect
Opinion formers.
correct
incorrect
Opinion gatherers.
correct
incorrect
*
not completed
.
The success of marketing communication depends upon the extent to which messages engage their audiences. These audiences can be seen to fall into three main groups:
Customers, the general public, and sales personnel.
correct
incorrect
Customers, channel members, and general stakeholders.
correct
incorrect
Customers, general stakeholders, and club members.
correct
incorrect
The general public, club members, and general stakeholders.
correct
incorrect
*
not completed
.
Each organization is part of a network of other organizations such
as suppliers, retailers, wholesalers, value-added resellers, distributors, and other retailers, who join together, often freely, to make the product or service available to end users. This is referred to as:
Channel members.
correct
incorrect
Customers.
correct
incorrect
Stakeholders.
correct
incorrect
Community.
correct
incorrect
*
not completed
.
_____________ 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'.
The linear model of communication
correct
incorrect
The two-step model of communication
correct
incorrect
The interaction model of communication.
correct
incorrect
The sales promotions model.
correct
incorrect
*
not completed
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Which of the following is the interpersonal communication about products or services where a receiver regards the communicator as impartial and is not attempting to sell products or services?
Word of Mouth (WOM).
correct
incorrect
Personal Selling (PS).
correct
incorrect
Direct Marketing (DM).
correct
incorrect
Customer Service (CS).
correct
incorrect
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