Student Center | instructor Center | information Center | Home

Marketing: A McGraw-Hill and QUT Custom Publication

Marketing

A McGraw Hill and QUT Custom Publication

Communication and Promotional Management

Multiple Choice Quiz


1		Promotion is
			A)	encoding and decoding selling messages
			B)	persuasive communication
			C)	sending a message between source and receiver
			D)	a collective description of all advertising media – TV, print, etc
			E)	the ‘P’ charged with selling


2		In responding to promotional messages, customers evaluate
			A)	message content
			B)	credibility of message source
			C)	extraneous variables
			D)	both A and B above
			E)	A, B, and C above


3		A person looking for a street sign at night on a busy road is distracted by a large neon sign. In communication process terms, the neon sign is
			A)	noise
			B)	a perceptual distractor
			C)	an unwanted source
			D)	a signal
			E)	a communication jam


4		A television commercial for tea shows a middle-aged woman drinking the tea from an ornate traditional willow-pattern teacup. A young viewer feels that only older, conservative people would drink that brand of tea. This response illustrates
			A)	stimulus-response
			B)	bias
			C)	decoding
			D)	skewing
			E)	perceptual noise


5		A small advertisement for a laptop computer in a financial journal draws more leads than a large ad in the Sunday papers. This may be attributed to
			A)	source
			B)	noise
			C)	encoding
			D)	decoding
			E)	channel


6		Promotion may seek to shift the demand curve
			A)	to the right, and to slope more steeply
			B)	to the left
			C)	to slope more gently
			D)	spin it anti clockwise
			E)	move it towards the origin


7		Basic communication objectives include
			A)	negating opposition claims
			B)	selecting the correct encoding process
			C)	achieving cross-segment decoding
			D)	informing, persuading, and reminding
			E)	challenging long held erroneous beliefs


8		The process of seller speaking directly to buyer is known as
			A)	public relations
			B)	personal selling
			C)	sales promotion
			D)	direct response
			E)	personal promotion


9		A sign in a shop doorway reading ‘Buy one, get one free. Offer ends Friday,’ is an example of
			A)	publicity
			B)	price-based promotion
			C)	interest-stimulation
			D)	public relations
			E)	sales promotion


10		Advertising is defined as ‘any paid form of …………. presentation of ideas, goods or services by an identified sponsor.’
			A)	non-personal
			B)	personal
			C)	media
			D)	promotional
			E)	mass communication


11		A university develops AgeLess, an electronic wave generator which, when strapped to the head, reverses ageing. Several consumer electronics companies begin to market the revolutionary product. Promotion in the early stages of this product’s life would probably major on
			A)	innovation promotion
			B)	a scramble for market share by competitors
			C)	building primary demand (publicising the product concept)
			D)	sales promotion
			E)	commercialisation


12		‘Stimulating selective demand’ means
			A)	aiming promotion at a selected audience, for example, affluent people
			B)	promoting your brand only
			C)	responding to competitors
			D)	aiming promotion at more profitable products
			E)	attempting to grow demand in key geographic areas


13		Advertising and sales promotion typically dominate promotion during
			A)	busy seasons such as Christmas
			B)	periods of heavy competition
			C)	sales downturns
			D)	economic boom periods
			E)	the maturity stage of the product life cycle


14		In the maturity stage of the product life cycle, a company with high market share typically enjoys
			A)	economies of scale in promotion
			B)	more persuasive promotions
			C)	freedom from competition
			D)	a high media profile
			E)	a high level of new adoptions of the product


15		The model of the consumer adoption process which postulates four steps in a consumer’s decision to adopt a new product is called the ……… model
			A)	AIDA
			B)	awareness/confirmation
			C)	progressive persuasion
			D)	linear adoption process
			E)	linear decision


16		Consumers who tend to rely on impersonal or scientific information sources are called
			A)	rational decision makers
			B)	eggheads
			C)	nerds
			D)	innovators
			E)	laggards


17		The practice of marketing to the members of the distribution channel is called
			A)	channel marketing
			B)	intermediary marketing
			C)	push strategy
			D)	launchpad strategy
			E)	channel promotion


18		Typically, the most used promotional tool in the push strategy is
			A)	personal selling
			B)	sales promotion
			C)	direct marketing
			D)	publicity
			E)	advertising


19		The practice of promoting to consumers in order to create a demand for a product so that intermediaries will be motivated to handle it is called
			A)	consumer-direct marketing
			B)	pull strategy
			C)	retail sales promotion
			D)	mass marketing
			E)	mass promotion


20		The promotional tool frequently used to boost consumer interest and short term sales is
			A)	mass marketing
			B)	media marketing
			C)	direct action marketing
			D)	consumer-led marketing
			E)	sales promotion


21		Promotion to business customers tends to major on
			A)	technical communication
			B)	business media
			C)	sales promotion
			D)	personal selling
			E)	public relations


22		The approach to promotion budget setting which estimates the cost of each of the planned promotional activities thought to be needed is called the
			A)	task method
			B)	promotional adequacy method
			C)	communication modelling method
			D)	the push method
			E)	the pull method


23		Promotional activities using media are called
			A)	mass media based
			B)	above-the-line
			C)	below-the-line
			D)	push strategies
			E)	pull strategies


24		The notion of marrying together the various promotional tools to achieve best cost-benefit is called
			A)	promotion integration
			B)	communication management
			C)	marketing communication strategy
			D)	promotion management
			E)	integrated marketing communication


25		In the typical marketing organisation, achieving the benefits of integrated marketing communication is difficult because
			A)	different managers manage each promotional tool
			B)	the various tools come from different providers
			C)	some tools work quickly, others slowly
			D)	different media are used
			E)	different budgets are involved


26		An advertising agency which can handle a range of marketing functions from, say, marketing research to package design is called a
			A)	comprehensive agency
			B)	virtual marketing department
			C)	full service agency
			D)	promotion consultancy
			E)	communications integrator


27		A creative agency tends to
			A)	integrate all promotion activity
			B)	advise all marketing and promotion managers within a client company
			C)	handle only the creative components of promotion activity
			D)	co-ordinate other agencies which specialise in media, etc.
			E)	network with clients, management, other agencies, government, etc.


28		The person who co-ordinates agency activity with the client company’s marketing functions, often providing strategy input, is the
			A)	agency liaison manager
			B)	account manager
			C)	marketing consultant
			D)	bureau chief
			E)	bureau co-ordinator


29		A/some significant risk/s in switching agencies is
			A)	the ‘sacked’ agency knows all the client company’s marketing secrets
			B)	loss of ideas
			C)	financial losses
			D)	people may quit
			E)	all the above


30		Traditionally, advertising agencies are paid on a commission based on the amount spent on media (for example, 5 per cent of media costs). Critics of this system feel that
			A)	it is unfair to the agency
			B)	media companies get the big rewards
			C)	media is too expensive
			D)	media should give bigger discounts to agencies
			E)	agencies are tempted to spend more on media than is appropriate

Copyright

2003 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.