« Home

Home » Business & Economics » Business » Baines, Fill & Page: Marketing » Student resources » Multiple choice questions » Chapter 12

Baines, Fill & Page: Marketing

Chapter 12

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

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

Question 2

ATR is a framework developed by Ehrenberg to explain how advertising works. ATR stands for:

Question 3

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

Question 4

This occurs when a brand becomes a constituent element of a film and the storyline is woven together with a brand:

Question 5

This is a part of a marketing communication message that explicitly requests the receiver to act in a particular way:

Question 6

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

Question 7

This is a marketing communication tool that uses non-personal media, to create and sustain a personal and intermediary free communication with customers, potential customers and other significant stakeholders:

Question 8

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

Question 9

These are events when groups of sellers meet collectively with the key purpose of attracting buyers:

Question 10

This is a marketing communications activity concerned with providing support for the sales force and merchandising personnel:

Question 11

This is the collaborative and centralised processes necessary to coordinate the world-wide buying and selling activities between global customers and global suppliers:

Question 12

These are strategically important customers who are willing to enter into collaborative exchanges and which are of strategic importance:

Question 13

These are the five key communication tools used by organisations to reach consumers and other organisations with product and organisation based messages. These tools are advertising, sales promotions, public relations, direct marketing and personal selling:

Question 14

This is an individual specific type of medium used to carry advertising messages:

Question 15

Which of the following is the use of inter-personal communications with the aim of encouraging people to purchase particular products and services, for personal gain and reward?

Question 16

This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others:

Question 17

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

Question 18

What type of media helps advertisers demonstrate the benefits of using a particular product and can bring life and energy to an advertiser’s message?

Question 19

What type of media has the the primary objective to get the attention of shoppers and to stimulate them to make a purchase? (Examples include point-of-purchase displays and packaging.)