Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Which of the following is a fundamental decision in the marcoms decision
process?
a. | targeting | b. | positioning | c. | setting
objectives | d. | budgeting | e. | all of these are fundamental
decisions. |
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2.
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____ allows marketing communicators to deliver messages more precisely and to
prevent wasted coverage to people falling outside the intended audience.
a. | Targeting | b. | Positioning | c. | Budgeting | d. | Setting objectives | e. | Momentum |
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3.
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John is a brand manager for a national brand of soft drinks. He is making the
implementation decisions in the marcom decision process, and he wants a marcom tool that is most
capable of directly affecting consumer behavior. Which tool should he use?
a. | advertising | b. | sales promotion | c. | publicity | d. | events | e. | point of purchase
displays |
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4.
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Which of the following is NOT a marcoms implementation decision?
a. | budgeting | b. | choice of messages | c. | media | d. | mixture of marcom elements | e. | achievement of
momentum |
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5.
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The process of setting objectives literally forces top marketing executives and
marcoms personnel to agree on the course that a brand’s marcoms strategy will take for the
following planning period as well as the tasks it is to accomplish for a specific brand, thus
providing a formalised expression of ____.
a. | guidelines | b. | standards | c. | hierarchy of
effects | d. | competitive advantage | e. | management
consensus |
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6.
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Which is the top rung on the hierarchy of marcoms effects?
a. | awareness | b. | beliefs | c. | attitudes | d. | expectations | e. | brand
loyalty |
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7.
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Which marcom tool is best at encouraging trial purchases?
a. | advertising | b. | personal selling | c. | public
relations | d. | sales promotion | e. | point-of-purchase
displays |
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8.
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Most product categories average ____ advertising-to-sales ratios.
a. | less than 5 percent | b. | 10 percent | c. | 20
percent | d. | 30 percent | e. | more than 50
percent |
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9.
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Which of the following would NOT be included in a creative brief?
a. | background | b. | target audience | c. | creative
strategy | d. | positioning | e. | objectives and
measures |
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10.
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An insurance company's advertisements that mention how they contribute to
cancer research would be using ____ advertising.
a. | corporate issue | b. | primary demand | c. | corporate
image | d. | competitive | e. | reminder |
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