Answer the self-test questions below and then click on 'submit' to send your answers. The test will be marked instantly, so that you can see how well you have done.
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1 | |
Advertising is the main element of the promotional mix. |
| | A) | True |
| | B) | False |
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2 | |
Which of the following is NOT part of the communications mix? |
| | A) | Publicity |
| | B) | Direct marketing |
| | C) | Advertising |
| | D) | Customer services |
| | E) | Personal selling |
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3 | |
In a simple model of the communication process, 'encoding' means: |
| | A) | Translating an idea to be communicated into words and pictures |
| | B) | Changing a message to avoid communication 'noise' |
| | C) | Interpreting a message transmitted by the source |
| | D) | Choosing a target audience so that they understand the message |
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4 | |
The AIDA model of "how advertising works" stands for: |
| | A) | Attention, involvement, demand, action |
| | B) | Awareness, interest, desire, action |
| | C) | Attention, involvement, demand, awareness |
| | D) | Attention, interest, decision, action |
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5 | |
Which of the following is NOT a key characteristic of advertising? |
| | A) | It can build awareness by reaching a large audience quickly |
| | B) | With repetition, it can communicate brand positioning |
| | C) | It has limited capability to close a sale |
| | D) | It is very credible as the message comes from a third party |
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6 | |
All of the answers below are examples of advertising objectives, except: |
| | A) | To correct misconceptions |
| | B) | To raise awareness |
| | C) | To provide support for the sales force |
| | D) | To stimulate trial |
| | E) | All of the above are examples of advertising objectives |
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7 | |
The starting point for developing an advertising campaign is: |
| | A) | Understanding the firm's marketing strategy |
| | B) | Setting the advertising budget |
| | C) | Defining advertising objectives |
| | D) | Identifying the target market |
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8 | |
A 'Pull' promotional strategy involves: |
| | A) | Obtaining a client's consent to use a specific advert |
| | B) | Encouraging retailers to stock your product |
| | C) | Encouraging media owners to place your advert |
| | D) | Communicating directly to consumers |
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9 | |
'Media' refers to: |
| | A) | The target market for an advert |
| | B) | Public relations and sponsorship |
| | C) | Cinema and radio |
| | D) | Brand personality |
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10 | |
BARB, RAJAR, OSCAR and CAVIAR provide information on: |
| | A) | The choice of media available |
| | B) | The number of people who read or view an advert |
| | C) | The cost of an advert per 1000 viewers |
| | D) | None of the above |
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11 | |
Brand positioning is widely used by consumers as: |
| | A) | An indicator of trustworthiness |
| | B) | A way of gaining reassurance |
| | C) | A communicator of the brand's function |
| | D) | A method of self-expression |
| | E) | All of the above |
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12 | |
When a firm adopts an integrated communications approach, this involves: |
| | A) | Co-ordinating its promotional mix to deliver a clear and consistent message |
| | B) | Creating adverts using similar media with a similar message |
| | C) | Using sales promotion only to create action |
| | D) | Using all the tools of the promotional mix |
| | E) | All of the above |
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13 | |
Advertising is: |
| | A) | Based on the notion that conviction and action precede purchase |
| | B) | Placing product information in the media without paying for the space directly |
| | C) | A paid-for form of non-personal communication |
| | D) | The aspect of a product that is most persuasive to an audience |
| | E) | Providing media selection and creative work to clients |
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