« Home

Home » Business & Economics » Business » Baines, Fill & Page: Marketing » Student resources » Multiple choice questions » Chapter 11

Baines, Fill & Page: Marketing

Chapter 11

Instructions

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

Which of the following terms best fits the activity of marketing communications?

Question 2

The marketing communications strategy of the marketing mix deals exclusively with:

Question 3

This is a form of non-personal communication, by an identified sponsor, that is transmitted through the use of paid-for media:

Question 4

This is a hierarchy of effects or sequential model used to explain how advertising works:

Question 5

AIDA stands for awareness, ________, desire, _________.

Question 6

The splintering effect that the variety of entertainment and leisure opportunities has had on television audiences is called:

Question 7

This is the sharing of meaning created through the transmission of information:

Question 8

This is a series of economic transactions between parties, who have a long-term orientation towards and are primarily motivated by concern for each other:

Question 9

This is the development of knowledge that occurs when all parties to a communication event listen, adapt and reason with one another, about a specific topic:

Question 10

This includes advertisements that contain 'call to response' mechanisms such as telephone numbers, web site addresses, email and snail mail addresses:

Question 11

This is part of the communication process where receivers unpack the various components of the message, and begin to make sense and give the message meaning:

Question 12

This is a part of the communication process when the sender selects a combination of appropriate words, pictures, symbols and music to represent a message to be transmitted:

Question 13

This is part of the communication process and refers to the responses offered by receivers:

Question 14

This is a process associated with the coordinated development and delivery of a consistent marketing communication message(s) with a target audience:

Question 15

These are facilities used by companies to convey or deliver messages to target audiences:

Question 16

Which of the following type of people turn to Opinion Leaders and Formers for advice and information about products and services they are interested in purchasing or using?

Question 17

Which of the following is a communication tool that adds value to a product or service with the intention of encouraging people to buy now rather than at some point in the future?

Question 18

What term is used to describ the use of communications to persuade individuals, groups or organisations, to purchase products and services?

Question 19

Which of the following is the communication model that reflects a receiver’s response to a message?

Question 20

Which of the following is the interpersonal communication about products or services where a receiver regards the communicator as impartial and not attempting to sell products or services?