Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Marketing communications is used by which type of organisation?
a. | business-to-business organisations | b. | consumer marketing
organisations | c. | not-for-profit organisations | d. | None of these are correct. | e. | All of these are
correct. |
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2.
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Which of the following is NOT a change in marketing communication
practices?
a. | increased reliance on outside suppliers, or specialized services | b. | reduced dependence
on mass media advertising | c. | increased reliance on highly targeted
communication methods | d. | heightened demands on
suppliers | e. | increased efforts to assess communications’ return on
investment |
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3.
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From the marketer’s standpoint, marcom’s objective is to ultimately
affect ____.
a. | brand equity | b. | brand awareness | c. | brand
image | d. | sales volume and revenue | e. | investment |
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4.
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Which of the following is NOT one of the major factors that is credited for
contributing to the rise of advertising?
a. | the rise of capitalism | b. | the industrial revolution | c. | the demise of
socialism | d. | the rise of modern mass media |
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5.
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Which is NOT a relative advantage of television advertising?
a. | one-on-one reach | b. | low absolute cost | c. | ability to
demonstrate a product in use | d. | ability to generate
excitement | e. | intrusion value |
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6.
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The rise of capitalism is linked to the origins of advertising in that:
a. | the competition for resources involves stimulating demand for an organization's
goods or services. | b. | capitalism is exploitive and so is
advertising. | c. | advertising is the main building block of a capitalist "tool"
perspective. | d. | capitalism creates needs and advertising is necessary to create
needs. |
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7.
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Manufacturers developed brand names so that consumers could
a. | transfer the power to the retailer. | b. | focus their attention on a clearly identified
item. | c. | decrease distribution channels. | d. | find the similarities between
products. |
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8.
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Which of the following types of advert depictions were not part of 1950's
advertising?
a. | mythic nuclear families | b. | well-behaved children | c. | minorities and women
in prominent roles | d. | our “friend” the
atom. |
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9.
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In the interactive/wireless/broadband revolution,:
a. | advertising is no longer one of the primary marketing mix tools used to stimulate
demand. | b. | advertising is still a paid, mass-mediated attempt to persuade. | c. | no change will occur
in the advertising prepared and delivered to the target audience. | d. | advertising is no
longer a tool that contributes to nurturing brand loyalty. |
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10.
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In the age of interactive media,:
a. | established companies like Proctor & Gable will only use traditional
media. | b. | target audiences do not have to be broadly defined by age or geographic
groups. | c. | more and more time will be spent by viewers on watching broadcast
television. | d. | newspaper circulations will increase. |
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