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1 | |
Advertising is the main element of the promotional mix. |
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| | A) | TRUE |
| | B) | FALSE |
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2 | |
Which of the following is not part of the communications mix: |
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| | A) | Direct marketing. |
| | B) | Customer service. |
| | C) | Advertising. |
| | D) | Publicity. |
| | E) | Personal selling. |
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3 | |
In a simple model of the communications process ‘encoding’ means: |
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| | A) | Interpreting a message transmitted by the source. |
| | B) | Translating the idea to be communicated into words and pictures. |
| | C) | Changing a message to avoid communication ‘noise’. |
| | D) | Choosing the target audience so that they understand the message. |
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4 | |
The AIDA model of ‘how advertising works’ stands for: |
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| | A) | Attention, interest, decision, action. |
| | B) | Attention, involvement, demand, awareness. |
| | C) | Awareness, interest, desire, action. |
| | D) | Attention, involvement, demand, action. |
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5 | |
Which of the following is not a key characteristic of advertising? |
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| | A) | Advertising can build awareness by reaching a large audience quickly. |
| | B) | Advertising has limited capability to close a sale. |
| | C) | Advertising is very credible as the message comes from a third party |
| | D) | Advertising is highly personalised. |
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6 | |
Communication objectives need to be clearly understood for effective messages to be created. All of the following are examples of Advertising Objectives, except: |
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| | A) | To create awareness |
| | B) | To correct misconceptions |
| | C) | To remind |
| | D) | To stimulate trial |
| | E) | To identify |
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7 | |
The starting point for developing an advertising campaign is: |
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| | A) | Setting the advertising budget. |
| | B) | Identifying the target market. |
| | C) | Understanding the firm's marketing strategy. |
| | D) | Defining advertising objectives. |
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8 | |
A Pull promotional strategy involves: |
|
| | A) | Obtaining a client’s consent to use a specific advert. |
| | B) | Communicating directly to consumers. |
| | C) | Encouraging retailers to stock your product. |
| | D) | Encouraging media owners to place your advert. |
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9 | |
Which of the following is not a media class? |
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| | A) | Television |
| | B) | National newspapers |
| | C) | Regional newspapers |
| | D) | The Times newspaper |
| | E) | Radio |
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10 | |
Which of the following is an example of an opportunity to see (OTS) a communication message: |
|
| | A) | A teenager reading today’s newspaper for five minutes. |
| | B) | A woman reading a three month old copy of the magazine Cosmopolitan at the hairdressers. |
| | C) | A man watching twenty minutes of a video recording of Christmas comedy shows (from a commercial channel) during his Easter holidays. |
| | D) | A child channel hopping every 10 seconds. |
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11 | |
When a firm adopts an integrated marketing communications (IMC) approach, then this involves: |
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| | A) | Sales promotion being only used to create action. |
| | B) | Its adverts using similar media with a similar message. |
| | C) | A company co-ordinating its promotional mix to deliver a clear consistent message. |
| | D) | All the tools of the promotional mix. |
| | E) | All of the above. |
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12 | |
Advertising is: |
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| | A) | Based on the notion that conviction and action precede purchase. |
| | B) | Providing media selection and creative work for clients. |
| | C) | A paid for form of non personal communication. |
| | D) | Placing product information in the media without paying for the space directly. |
| | E) | The aspect of a product that is most persuasive to an audience. |
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13 | |
Which promotional tool would a company most likely use to target a market of carpet manufacturers in West Yorkshire? |
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| | A) | Television advertising |
| | B) | Internet marketing |
| | C) | Direct marketing |
| | D) | Personal selling |
| | E) | Publicity |
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14 | |
The strong theory of advertising states that advertising can arouse interest and provide reassurance and reinforcement, but cannot change people’s attitudes or persuade people to buy to a product. |
|
| | A) | TRUE |
| | B) | FALSE |
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15 | |
Which of the following product attributes is being used in the example ‘Lemsip is for flu attacks’: |
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| | A) | Product Price |
| | B) | Product user |
| | C) | Product class |
| | D) | Product use |
| | E) | Product quality |
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16 | |
Advertisers can openly position themselves against the competition. For example ‘Volvo has built a strong reputation for surviving accidents. Subaru has built a reputation avoiding them’. |
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| | A) | TRUE |
| | B) | FALSE |
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17 | |
Which of the following is not a method of setting advertising budgets: |
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| | A) | Direct cost pricing |
| | B) | Objective and task |
| | C) | Percentage of sales |
| | D) | Competitive parity |
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18 | |
According to David Ogilvy (advertising practitioner), an advertisement headline should: |
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| | A) | Be short |
| | B) | Give details |
| | C) | Promise everything |
| | D) | Get a sale at any cost |
| | E) | Promise a benefit |
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19 | |
An advertising budget can be set by an executive judgement on whether it is affordable. |
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| | A) | TRUE |
| | B) | FALSE |
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20 | |
A creative approach that is used to attempt to register a brand as significant is _______________________ advertising. |
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| | A) | Television |
| | B) | Salience |
| | C) | Strong |
| | D) | Cinema |
| | E) | Interactive |
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21 | |
Probably the best class of media to use for presenting detailed factual information is: |
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| | A) | Press |
| | B) | Television |
| | C) | Posters |
| | D) | Cinema |
| | E) | Radio |
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22 | |
Advertising research investigates what, when and how to evaluate advertising. If target consumers were shown three alternative television commercials for a particular brand they would be involved in pre-testing. |
|
| | A) | TRUE |
| | B) | FALSE |
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23 | |
An agency brief consists of: |
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| | A) | Short description of the required advert. |
| | B) | Product features, objectives, target audience and timetable. |
| | C) | Customer database, objectives, product specifications. |
| | D) | Short description of the client organisation and its management structure. |