Chapter 10 Self-test MCQs

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. __________, MARCOMS can support price through brand preference and provide some competitive protection for a brand.

Long term correct incorrect

Short term correct incorrect

In the medium to long term correct incorrect

In the short to medium term correct incorrect

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. Which of the following are parts of the key five key MARCOM tools?

Advertising, packaging, collaboration correct incorrect

Sales promotions, personal selling, public relations correct incorrect

Packaging, personal selling, public relations correct incorrect

Direct/digital marketing, collaboration correct incorrect

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. Which of the following is not one of the three broad categories of media?

Paid media correct incorrect

Owned media correct incorrect

Social media correct incorrect

Earned media correct incorrect

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. Tasks should be focused, measurable, and capable of inspiring the creative team to do good work. Which of the following cannot be a task?

Announce launch correct incorrect

Generate leads correct incorrect

Justify a price correct incorrect

Asking consumers' opinions correct incorrect

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. What is exposure?

Frequency of advertising correct incorrect

Mindshare ratio correct incorrect

Percentage of recall correct incorrect

Desired level of OTS and coverage correct incorrect

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. ___________ can be measured at two levels: 'spontaneous' and 'prompted'.

Awareness correct incorrect

Exposure correct incorrect

Attitude correct incorrect

Cognition correct incorrect

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. What term is used to describe a change in the identity of a product relative to the identity of competing products?

Positioning correct incorrect

New positioning correct incorrect

Repositioning correct incorrect

Expositioning correct incorrect

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. What is an example of key question to ask of a proposition to judge whether it stands up as a big idea or not?

Does it have staying power? correct incorrect

How much will it cost? correct incorrect

Who will do it? correct incorrect

Is it the right one? correct incorrect

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

Media weights correct incorrect

Media types correct incorrect

Media vehicles correct incorrect

Media platforms correct incorrect

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. What is not part of MARCOM operations?

Contingency correct incorrect

Pre-testing correct incorrect

Media execution correct incorrect

Creative brief correct incorrect