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 | |
Tesco sells standard packs of own brand beer at a discount to the normal price. This is an example of: |
| | A) | Ambush marketing |
| | B) | Point of sale sponsorship |
| | C) | A premium pricing policy |
| | D) | A sales promotion |
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2 | |
Cornflakes may be sold on the basis of twelve and half per cent extra, free. This is an example of: |
| | A) | Money off promotions |
| | B) | Free on pack gifts |
| | C) | Bonus packs |
| | D) | Self-liquidating offers |
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3 | |
3rd party endorsement refers to: |
| | A) | When a well-known person publicises a product for a company |
| | B) | When a firm advertises the high quality of a competitor's products |
| | C) | When a car owner is fined for an accident |
| | D) | When a member of staff appears in the firm's advertising |
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4 | |
Sponsorship, exhibitions, public relations and pubilcity all have the following characteristics: |
| | A) | They are declining in importance because of the Internet |
| | B) | All are equally good at sending complex messages to the public |
| | C) | They are difficult to integrate into the marketing mix |
| | D) | Unlike advertising, they are all free methods of publicity |
| | E) | All appear to be increasing in importance |
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5 | |
Sales promotions are: |
| | A) | The best way to create interest and desire in a product |
| | B) | The normal way of raising awareness in a product |
| | C) | Customer incentives designed to stimulate demand |
| | D) | The best way to motivate a sales force |
| | E) | All of the above |
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6 | |
Hall tests, group discussion, experimentation, and retail audits are all forms of: |
| | A) | Public relations |
| | B) | Sponsorship |
| | C) | Marketing objectives |
| | D) | Advertising |
| | E) | Marketing research |
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7 | |
Public relations is one element of publicity. |
| | A) | True |
| | B) | False |
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8 | |
The public relations department of Virgin trains communicates with a range of 'publics'. Which of the following would not be included in their publics? |
| | A) | The media |
| | B) | The company employees |
| | C) | The government |
| | D) | Customers, suppliers, distributors |
| | E) | Local community/pressure groups |
| | F) | All of the above would be included |
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9 | |
Which of the following is not an advantage of telemarketing? |
| | A) | Telemarketing has lower costs per contact than face-to-face contact |
| | B) | It is easier for a customer to react negatively over the phone |
| | C) | It is less time consuming than personal visits |
| | D) | Telephone technology has got better so telemarketing is easier to do |
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10 | |
Which of the following is not one of the reasons for the growing use of publicity: |
| | A) | There are no direct media costs associated with using publicity |
| | B) | All of the above are reasons for the growing use of publicity |
| | C) | Firms can accurately control the content of their messages |
| | D) | The firm's message has high credibility |
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11 | |
When BMW supports classical concerts to entertain its cutomers, it is involved in: |
| | A) | Improving community relations |
| | B) | Advertising |
| | C) | Sponsorship activity |
| | D) | Sales promotion |
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12 | |
The most common method of evaluating the effectiveness of sponsorship is: |
| | A) | The impact on sales and profits |
| | B) | Post-sponsorship comparisons of performance levels against objectives |
| | C) | What the media coverage would be worth in media advertising |
| | D) | The number of exposures in the media |
| | E) | Changes in product awareness, knowledge and attitude |
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13 | |
Unlike all other promotional methods, exhibitions bring together buyers, sellers and competitors in a single venue. |
| | A) | True |
| | B) | False |
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14 | |
An example of 'premiums' in sales promotion is: |
| | A) | Money-off promotions |
| | B) | Prize promotions |
| | C) | Coupons |
| | D) | Giving extra product for no extra price |
| | E) | Self-liquidating offers |
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