Mass communication techniques
20 important questions on Mass communication techniques
Which are the key characteristics of the seven key promotional mix tools?
- Advertising, personal selling, direct marketing, social media, production promotion, publicity and sponsorship.
- Advertising, personal selling, direct marketing, internet promotion, sales promotion, publicity and sponsorship.
- Advertising, global selling, direct marketing, social media, sales promotion, publicity and sponsorship.
- Advertising, personal selling, indirect marketing, internet promotion, production promotion, publicity and sponsorship.
Which are the five considerations that will have a major impact on the choice of the promotional mix?
A) Resource availability & cost of promotional tools - Market size and concentration - Customer information needs - Product characteristics - Push versus pull strategies
B) Resource availability & cost of promotional tools - Brand strength- Customer information needs - Product characteristics - Push versus pull strategies
C) Resource availability & cost of promotional tools - Market size and concentration - Customer information needs - Company age - Push versus pull strategies
D) Resource availability & cost of promotional tools - Market size and concentration - Customer information needs - Product characteristics - Brand concentrations
Integrated marketing communications:
A) Are used by companies to measure which tactics other companies use
B) May serve as a base for new company audits
C) Is the system by which companies co-ordinate their marketing communication tools to deliver a clear message to the customers
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What is the correct model for the communication process?
A) Source > Encoded message > Transmission > Decoded message > Receiver
Feedback to Source & Receiver
B) Source > Encoded message > Transmission > Filter > Receiver
Feedback to Source & Receiver
C) Source > Encoded message > Decoded message > Receiver
Feedback to Source & Receiver
D) Source > Transmission > Receiver
Feedback to Source & Receiver
Which is the correct order for implementing integrated marketing conditions?
a. Positioning strategy – marketing strategy – communication decisions – execute andevaluate
b. Marketing strategy – positioning strategy – communication decisions – execute and evaluate
c. Positioning strategy – communications decisions – marketing strategy – execute andevaluate
d. Marketing strategy – communication decisions – positioning strategy – execute and evaluate
Which of the following four is not a usual advertising objective?
A) Create awareness or solve company problem
B) May stimulate trial, such as a car ad encouraging to take a test drive
C) Is used to help position products in the minds of the consumers
D) Create a product-line that people know and love
Which of the four methods of setting advertising budgets is deemed as the most effective method?
A) Percentage of sales method: Funding based on a percentage of expected profit from the product
B) Matching competitors' expenditures: Based on what the competitor is spending
C) Objective and task method: Funding based on the communication objectives and the means requires to get there
D) Based on what the company thinks they can afford
Which of the following is not a key characteristic of the sponsorship promotional mix?
- Very useful for brand building and generating publicity.
- Provides an opportunity to entertain business partners.
- Relatively easy to measure effectiveness.
- Popular due to the fragmentation of traditional media.
The advertising of only one major selling appeal (I.E: on TV ads) is often called:
A) Major sales promotion
B) Single-minded proposition
C) Bulk ad
D) Targeted investment
Interpret for a moment that eBay has the following slogan: "You can buy anything here". The slogan is published in newspapers, billboard, tv & internet. Resulting from this, eBay sees falling brand recognitions. What can they do to improve them?
A) More excessive advertising
B) Longer/bigger ads
C) Put their name in the main title E.G "You can buy anything at eBay"
D) Repositioning their brand
Which tactic is NOT often used in advertising?
A) Creative treatments
B) Comparative advertising
C) Building a brand personality
D) Collaborative advertising
What major media class has the lowest share of advertising revenue according to the book?
A) Television
B) Press
C) Posters
D) Internet
E) Cinema
F) Radio
The choice of a particular tv spot, newspaper etc. for advertising is called the:
A) Media vehicle decision
B) Media channel decision
C) Advertisement channel distribution
D) Advertisement channel decision
What is THE reason that YouTube is so popular in advertising?
A) A low cost per OTS (YouTube only charges if people finish watching your ad)
B) Easy to set-up and share
C) Large audience
D) Mobile phones can view the ads too
What is the current situation regarding Media Buying?
A) There are media buying clubs and media class specialists
B) Everything is done globally by full service agencies, working for global advertising companies
C) Every company purchases his/her media slots themselves
When can measurement of advertising effectiveness NOT take place?
A) Before advertising
B) During advertising
C) After advertising
D) None of the above
If a brand is already weak and troubling with sales, which of the promotion techniques should it surely NOT follow if it wishes to not further damage it's brand?
A) Money-off promotions
B) Bonus packs
C) Multibuys -> two or more items banded together
D) Premiums
What is not a characteristic of publicity for an organization?
A) The message has high credibility, as its written by a third party person
B) There are no direct media costs
C) There is no control over publication
D) Publication is always positive from an economic point of view
If McDonalds sponsors a sport, what value is not transferred to McDonalds in return?
A) Masculine
B) Healthy
C) Innovative
D) Fast
What makes exhibitions so unique?
A) They bring about the newest and the best products in the market
B) They are the only one that brings buyers, sellers and competitors together
C) They require no costs to organize
D) Nowhere else are there so many samples on display for the consumer
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