Take the quiz test your understanding of the key concepts covered in the chapter. Try testing yourself before you read the chapter to see where your strengths and weaknesses are, then test yourself again once you’ve read the chapter to see how well you’ve understood. Show
1. ‘Promotion’ and ‘Marketing Communications’ are interchangeable terms. True False 2. Advertising is generally a better promotional tool than sales promotion when it comes to closing a sale. True or false? True False 3. Radio is a mass medium. True or false? True False 4. PR normally stands for Press Relations. True or false? True False 5. The two principal participants in Schramm’s communications model are media owner and client. True or false? True False 6. AIDA is a sequential model showing the states of mind that a person may go through while deciding what to buy. What does AIDA stand for?
Answer: d. attention, interest, desire, action 7. What is a push strategy?
Answer: a. a communications strategy aimed at distributors 8. What is a pull strategy?
Answer: c. a communications strategy aimed at consumers 9. Advertising, public relations and sales promotion are three of the four traditional techniques of the promotional mix. What is the fourth?
Answer: e. personal selling 10. Which of the following is not a PR technique?
Answer: e. an on-pack, free-prize draw 11. What is product placement?
Answer: b. paying for your product to be used as a prop in entertainment or cultural media 12. According to the UK advertising code administered by the Advertising Standards Authority (ASA), advertising should be:
Answer: a. legal, decent, honest and truthful 13. The Quick Heat Company sells all sorts of standalone fires (e.g. paraffin heaters and electric fan heaters). Most of their customers are businesses who have a short-term problem such as a heating breakdown. In order to increase sales, they have decided to try and persuade people who live in rented accommodation, and who may want to increase the warmth of their homes without investing in the property, to buy these fires. Who should be the primary target audience for their marketing communications campaign?
Answer: c. people who live in rented accommodation 14. The Quick Heat Company sells all sorts of standalone fires (e.g. paraffin heaters and electric fan heaters). Most of their customers are businesses who have a short-term problem such as a heating breakdown. In order to increase sales, they have decided to try and persuade people who live in rented accommodation, and who may want to increase the warmth of their homes without investing in the property, to buy these fires. Who is the primary target market for this campaign?
Answer: c. people who live in rented accommodation 15. The Quick Heat Company have a new range of central heating boilers designed for domestic use. They know that most homeowners buy boilers that are recommended by their heating engineer. Who is their target market for boilers?
16. The Quick Heat Company have a new range of central heating boilers designed for domestic use. They know that most homeowners buy boilers that are recommended by their heating engineer. Who should be the primary target audience for their new campaign?
Answer: d. heating engineers 17. Football Mania have booked an expensive ad slot during the FA Cup final. Unfortunately, there are technical problems and the ad is not shown. According to Schramm’s communications model, what is this an example of?
18. The Oxo family starred in one of the most famous, and long-running, ad campaigns in the UK. It showed the family in typical situations, usually culminating in them sitting down to eat an Oxo-inspired meal. What kind of creative execution is this?
19. What is the term for using specialist software to analyse large amounts of data (held in a database) to predict trends and likely customer behaviour?
20. ABC company have forecast approximately £10 million sales for the coming year. They have decided to allocate £200,000 (2% of turnover) to marketing. Which budget setting method are they using?
Answer: e. percentage of sales method 21. A ______ is a series of coordinated marketing activities designed to achieve specific objectives (e.g. to reposition a product or to educate people about its correct use). 22. Products are sold to target markets. Marketing Communications are addressed to target ______. 23. Sales promotions are ______-term, special offers and other added-value activities intended to induce buyers to buy, or try, a product. 24. PR may use the same ______ (e.g. television, radio or Internet) as advertising but in a very different way. 25. DAGMAR is a hierarchy of effects model comprising awareness, comprehension, ______ and action. Which of the following statements is true regarding the affordable method for setting a promotion budget?Which of the following statements is true regarding the affordable method for setting a promotion budget? It completely ignores the effects of promotion on sales.
Which of the following is the most effective method for setting the promotion budget?The most logical budget-setting method is the objective-and-task method, whereby the company sets its promotion budget based on what it wants to accomplish with promotion.
What is the affordable method in marketing?A way that a marketing company decides how much to spend on an advertising campaign. The affordable method is determined by how much the company believes the producer of the product can afford. Because this is a subjective measurement, it may or may not be effective.
Which budgeting method involves setting a company's promotion budget to match the standard outlays for the industry?The affordable method involves setting promotion budgets to match competitors' outlays.
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