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Baines, Fill & Page: Marketing

Chapter 13

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 is an agency personnel who are responsible for representing the interests of the client within the agency and for ensuring that all those working on the client's account are fully informed, working to deadline and to budget?

Question 2

Which of the following are agency personnel who undertake research to support a campaign?

Question 3

These are written documents used to exchange information between parties involved with the development and implementation of a campaign:

Question 4

These are a written documents should provide the agency with an insight into the client's task or communication problem that needs to be resolved:

Question 5

Which of the following is the first stage of the marketing communications planning process and analysis of four main environmental contexts in order to shape the detail of the plan?

Question 6

The first stage of the marketing communications planning process involves the analysis of four main context (or situations). These include:

Question 7

This is written document, developed by the Account Manager to provide the creative team with relevant information necessary to develop messages and appropriate creative content:

Question 8

Which of the following teams are responsible for translating proposals and ideas, often embedded in the creative brief, into a finished advertisement?

Question 9

These are goals related to the outcome of a marketing communications campaign:

Question 10

This refers to advertising agencies that provide their clients with a full range of services, including strategy and planning, designing the advertisements and buying the media:

Question 11

Select the process associated with the development and delivery of coordinated marketing communication messages.

Question 12

This is a model of the various decisions and actions that are undertaken when preparing, implementing and evaluating communication strategies and plans:

Question 13

These are written documents, often developed by the Account Manager, to provide media planners with relevant information necessary to select and buy media appropriate to the campaign:

Question 14

Which of the following are marketing communication strategies used to communicate directly with end-user customers?

Question 15

Which of the following are marketing communication strategies used to communicate with channel intermediaries (e.g., retailers, distributors)?

Question 16

SMART is an approach used to write effective objectives. What does SMART stand for?

Question 17

There are three main ways in which agencies are paid. Which of the following is NOT one of these?

Question 18

Only by attempting to measure _____________ and _________ of a marketing communications campaign can managers improve their understanding of what does and does not work.

Question 19

The three Ps of the marketing communications strategy are referring to:

Question 20

When the iPod was first launched in 2001, Teague (2007) recalls how Apple used ads that focused on the technology and were computer-centric, in effect demonstrating to audiences ‘this is how it works’; a functional approach. This is an example of what type of communications strategy?