Marketing Communications Exam: Essential Concepts & Strategies

Attempt Score 90 / 100 - 90 % Overall Grade (Highest Attempt) 90 / 100 - 90 % Question 1 0 / 5 points __________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication. Question options: a) Frequency b) Reach (wrong answer) c) Width d) Depth Question 2 5 / 5 points 5 / 5 points In __________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer's product or consumption interests. Question options: a) paid searches

b) pop-up advertising c) display advertising d) banner marketing Question 3 5 / 5 points 5 / 5 points __________ is the number of times the average buyer buys a product during the period. Question options: a) Buyer turnover b) Purchase frequency c) Customer retention rate d) Advertising impressions Question 4 5 / 5 points 5 / 5 points

An advertising __________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. Question options: a) medium b) objective c) channel d) budget Question 5 5 / 5 points 5 / 5 points Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, email, or Internet to communicate with or solicit response or dialogue from specific customers and prospects? Question options: a) Advertising b) Personal selling

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c) Direct marketing d) Public relations Question 6 5 / 5 points 5 / 5 points Which of the following marketing communications tools is most influential at the maturity stage of a product's life cycle? Question options: a) Sales promotions b) Direct marketing c) Advertising d) Publicity Question 7 5 / 5 points 5 / 5 points Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

Question options: a) Advertising b) Direct marketing c) Public relations d) Sales promotion Question 8 5 / 5 points 5 / 5 points Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure? Question options: a) Television b) Radio c) Newspapers

d) Magazines Question 9 5 / 5 points 5 / 5 points Which of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget? Question options: a) It discourages stability when competing firms spend approximately the same percentage of their sales on communications. b) By using a percentage-of-sales method, communication expenditures tend to be extremely high irrespective of what a company can afford. c) It discourages management from thinking of the relationship among communication cost, selling price, and profit per unit. d) Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes with long-range planning. Question 10 5 / 5 points 5 / 5 points Buzz and viral marketing both try to: Question options: a) use unethical methods to popularize a brand.

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b) market products by providing free samples to customers. c) create a splash in the marketplace to showcase a brand. d) induce impulse sales by displaying products close to the pay counters. Question 11 5 / 5 points 5 / 5 points Which of the following is a form of earned media for marketing communication messages? Question options: a) Experts providing product reviews b) Celebrities endorsing products c) Social network discussions about products d) Company salespeople contacting target buyers Question 12 5 / 5 points 5 / 5 points

Which of the following media timing factors expresses the rate at which new customers enter the market? Question options: a) Buyer turnover b) Purchase frequency c) Media reach d) Weighted number of exposures Question 13 5 / 5 points 5 / 5 points __________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law. Question options: a) Puffery b) Boasting

c) Pseudo promotion d) Doublethink Question 14 5 / 5 points 5 / 5 points People who know and communicate with a great number of other people are called: Question options: a) buzzers. b) connectors. c) informants. d) stickers. Question 15 5 / 5 points 5 / 5 points Which of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through? Question options:

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a) Interest b) Evaluation c) Trial d) Awareness Question 16 5 / 5 points 5 / 5 points Marketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of: Question options: a) brand knowledge. b) purchase patterns. c) demographic characteristics.

d) income levels. Question 17 5 / 5 points 5 / 5 points Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications? Question options: a) Attention-interest-desire-action b) Awareness-interest-evaluation-trial-adoption c) Awareness-knowledge-liking-preference-conviction-purchase d) Exposure-reception-cognitive response-attitude-intention-behavior Question 18 5 / 5 points 5 / 5 points Which of the following is an element of an offer strategy? Question options: a) The medium used for delivery

b) The number of customers in the locality c) The vision of the company d) The skills required for production Question 19 0 / 5 points 0 / 5 points The Internet provides marketers and consumers with opportunities for much greater interaction and __________ than other marketing channels. Question options: a) Control (wrong answer) b) data security c) high involvement selling d) Individualization correct answer Question 20 5 / 5 points 5 / 5 points

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According to researchers, which of the following is the correct order in which content of print advertisements matter? Question options: a) Picture-headline-copy b) Copy-picture-headline c) Headline-copy-picture d) Picture-copy-headline

BM350 EXAM 8

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