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Chapter 11 Multiple-Choice Questions
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Chapter 11 Multiple-Choice Questions
Configuring the Marketing Communications Mix
Quiz Content
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This form of marketing communications tool was once formally referred to as a 'non-personal form of communication, where a clearly identifiable sponsor pays for a message to be transmitted through media. This is referred to as:
Advertising.
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Personal selling.
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Public relations.
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Publicity.
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Packaging and point of purchase display are categorised within what media?
Digital
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In-store.
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Broadcast
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Outdoor
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The use of entertainment material delivered through paid or owned media and which features a single company or brand is referred to as:
Sponsorships
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Exhibitions
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Branded content
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Advertisement
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Although the content and quality can be controlled as direct mail, response rates of this medium are lower because of the lack of a personal address mechanism. This media format is known as:
Care lines.
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Direct mail.
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Inserts.
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Door to door.
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Users are able to create content and become more involved with a brand through:
Door to door.
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Online communities.
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Direct mail.
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Telemarketing.
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A commercial activity, whereby one party permits another an opportunity to exploit an association with a target audience in return for funds, services, or resources is referred to as:
Advertising.
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Exchange.
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Sponsorship.
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Public relations.
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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:
Direct marketing.
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Advertising.
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Public relations.
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Sales promotion.
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This is the planned and deliberate use of brands within films, television and other entertainment vehicles with a view to developing awareness and brand values.
Product placement
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Film branding
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Product films
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Film value
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These are events when groups of sellers meet collectively with the key purpose of attracting buyers:
Exhibitions.
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Sales promotions.
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Mass media advertising.
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Press conference.
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This is a marketing communications activity concerned with providing support for the sales force and merchandising personnel:
Store marketing.
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Field marketing.
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Sales promotions.
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Personal selling.
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For a long time, commercial media have been used to convey messages designed to develop consumers' attitudes and feelings towards brands. This is referred to as:
direct response.
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behavioural response.
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attitudinal response.
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call-to-action response
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POEM reflects the increasing scope of contemporary media and the range of media opportunities to engage audiences. What does POEM stand for?
paid-for, owned, and earned media
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paid-for, owned, and engaged media
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planned, outset, and earned media
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planned, outset, and engaged media
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______________ are characterized by the provision of a contact mechanism, such as a telephone number or web address, and increasingly through search activities on the Internet. These mechanisms enable receivers to respond to messages.
Direct-response media
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Direct programmes
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Media sources
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Media channels
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This marketing and communication tool offers a direct inducement or an incentive to encourage customers to buy a product/service:
Advertising.
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Public relations.
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Sales promotion.
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Direct marketing.
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This is the use of inter-personal communications with the aim of developing positive feelings and stimulating behaviour.
Direct marketing.
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Personal selling.
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Sale promotions.
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Advertising.
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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.
Direct marketing.
correct
incorrect
Public relations.
correct
incorrect
Sale promotion.
correct
incorrect
Advertising
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incorrect
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This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others:
Viral marketing.
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Word-of-mouth marketing.
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Direct-response advertising.
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Peer-to-peer marketing.
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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, is referred to as:
Integrated Marketing Communications (IMC).
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Personal Selling (PS).
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Direct Marketing (DM).
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Customer Service (CS).
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What type of media helps advertisers demonstrate the benefits of using a particular product and can bring life and energy to an advertiser's message?
Broadcast media.
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Interactive media.
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Print media.
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Support media.
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___________ refers to the use of entertainment material which features a single company or brand.
Brand management.
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User-generated content.
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Branded content.
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Celebrity endorsement.
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