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Question 01

Where a manufacturer aggressively sells its products to wholesalers, this is known as:

a) direct marketing.

b) direct sale.

c) a 'pull' distribution strategy.

d) a 'push' distribution strategy.

Question 02

Developing a promotional programme for a new service begins with:

a) choosing a promotional message.

b) determining promotional objectives.

c) choosing an appropriate medium.

d) evaluating alternative media.

Question 03

Within the promotional mix, public relations is most likely to be an important element for an innovative new product which is in the ____________ stage of its life cycle.

a) introduction

b) growth

c) saturation

d) decline

Question 04

Which of the following communications activities is likely to be most effective for a local hairdressing service?

a) Radio advertisements

b) Sales promotion

c) Word-of-mouth referral

d) Public relations

Question 05

According to most communication models, at what point does the communication process finish?

a) There is no end as communication is generally an ongoing process.

b) A successful sale marks the end of the communication process.

c) The process ends when a buyer places an order.

d) The process ends when the customer completes the purchase.

Question 06

Noise is an important element of the process of communicating a promotional message. Which of the following offers the best general definition of noise in this context?

a) The effects of music drowning out the sales message in a radio advert

b) Excessive graphic display in a press advert

c) Excessive graphic display in a TV advert

d) Interference which occurs between the message source and the receiver

Question 07

There are many methods of determining a company's total promotional budget. Which of the following methods is generally considered the most appropriate for addressing the marketing needs of a product at the current stage in its lifecycle?

a) percentage of sales

b) objective and task residual

c) residual

d) comparative parity

Question 08

Message and media are brought together with a planned time framework in a:

a) service blueprint.

b) campaign.

c) communication model.

d) communication process.

Question 09

Two types of reference group impact an individual's response to its message. These two groups are often categorised as:

a) cultural and social.

b) educational and financial.

c) primary and secondary.

d) logical and emotional.

Question 10

A fundamental principle that underlies most promotional activity is that communication should be designed and placed to reach a specific target audience. Which one of the following is the most precise definition of a target market for a financial services company planning a direct mail campaign for a new type of insurance policy?

a) 'MOSAIC' lifestyle categories

b) Market size

c) A defined social class

d) Socio-economic grouping

Oxford University Press, Online Resource Centre, Chapter 10.

Chapter 10

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