The first step towards effective and efficient marketing communications is:
formulating positioning strategies
selecting the target markets
establishing objectives
setting the budget
If a company decides to spend 3% of its anticipated sales for a product line in the coming year on advertising and if projected sales for the product line are £90 million, then the company would plan to spend how much on advertising this product line next year?
£5 million
£2.7 million
£3 million
£2 million
Which one of the following is not an element or tool of marketing communication?
Public relations
Sales promotion
Personal selling
Advertising
Word of mouth communications
The AIDA concept refers to:
the steps of developing IMC programme
the steps of the consumer purchase decision process
the steps in distributing a product
the steps in promoting a product
In the communication process, interpreting the words and images in a magazine advertisement constitutes:
interference
noise
decoding
encoding
Which of the following is NOT one of the objectives of promotion?
Creaing homogenous demand
Providing information
Increasing demand
Differentiating a product
Which of the following elements of the promotional mix is the most expensive (cost per contact)?
Advertising
Sales promotion
Personal selling
Direct marketing
Which method of marketing communications is most appropriate for complex infrequent purchases?
Advertising
Public relations
Direct marketing
Personal selling
A salesperson saying that 'I can arrange delivery of this model next year if we can complete the paperwork today' is an example of: