Oxford University Press | Online Resource Centre

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Question 1

Two important trends affecting marketing communication planning are:

a) markets are becoming homogeneous and media availability and choice are growing.

b) markets are increasingly becoming more fragmented and media availability and choice are growing.

c) markets are becoming homogeneous and media availability and choice are decreasing.

d) markets are increasingly become more fragmented and media availability and choice are decreasing.

Question 2

Which of the following statements about marketing communication planning is UNTRUE?

a) One communication channel is chosen for all messages.

b) The messages being communicated are consistent with an organization's corporate and marketing activity.

c) Promotion activity supports and adds synergy to the overall business and marketing strategy.

d) Consumers should hear 'one voice' and not a range of disparate messages and behaviour.

Question 3

In general, at what point does the communication process finish?

a) When the customer makes the decision to purchase.

b) When the customer completes the purchase.

c) When the product has been consumed.

d) It doesn't - it is an ongoing process.

Question 4

In principle, Public Relations activity should be designed to:

a) promote specific products.

b) reduce the perceived unreliability of a product.

c) bring about a short-term increase in sales.

d) protect and improve the image of an organization and its products.

Question 5

Which two vital pieces of information can a company obtain from an INITIAL enquiry to a direct marketing campaign?

a) Postcode of respondent and source of original advert.

b) Size of target market and profile of target market.

c) Number of respondents and conversion rate.

d) Source of original advert and conversion rate.

Question 6

Bad publicity for a company is more likely to be effectively managed if:

a) the company practices 'bad publicity' exercises.

b) the company has invested time and effort in developing mutually supportive good relations with the media.

c) the sector has a good reputation with customers.

d) it is released the same day as a major national news story.

Question 7

The potential benefits of Global Integrated Marketing Communications include:

a) coordination of marketing communications across countries.

b) standardization of communications to reduce costs.

c) developing a consistent brand name and image.

d) all of the above.

Question 8

The development of a creative strategy for an international advertising campaign needs to consider the following issues:

a) positioning, appeal, tone, format and music.

b) positioning, appeal, tone, format and branding.

c) placement, appeal, tone, formula and branding.

d) placement, accent, tone, format and music.

Question 9

Which of the following are not benefits of exhibitions and trade fairs?

a) Customer relationship building

b) Promoting new products

c) Researching for emerging trends

d) Monitoring marketing budget

Question 10

Encouraging product trials is the most popular _____________ method used on the Internet.

a) banner advertising

b) publicity

c) sales promotion

d) personal selling

Oxford University Press, Online Resource Centre, Chapter 11.

Chapter 11

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