Chapter 9 - Promotion (1)

The first step towards effective and efficient marketing communications is:
1. formulating positioning strategies
2. selecting the target markets
3. establishing objectives
4. 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?
1. £5 million
2. £2.7 million
3. £3 million
4. £2 million
Which one of the following is not an element or tool of marketing communication?
1. Public relations
2. Sales promotion
3. Personal selling
4. Advertising
5. Word of mouth communications
The AIDA concept refers to:
1. the steps of developing IMC programme
2. the steps of the consumer purchase decision process
3. the steps in distributing a product
4. the steps in promoting a product
In the communication process, interpreting the words and images in a magazine advertisement constitutes:
1. interference
2. noise
3. decoding
4. encoding
Which of the following is NOT one of the objectives of promotion?
1. Creaing homogenous demand
2. Providing information
3. Increasing demand
4. Differentiating a product
Which of the following elements of the promotional mix is the most expensive (cost per contact)?
1. Advertising
2. Sales promotion
3. Personal selling
4. Direct marketing
Which method of marketing communications is most appropriate for complex infrequent purchases?
1. Advertising
2. Public relations
3. Direct marketing
4. 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:
1. an assumptive close
2. a question close
3. an alternative close
4. a direct close
The 'A' in the ATR model stands for
1. attention
2. awareness
3. action
4. adoption

Chapter 9 - Promotion (1)

Quiz