Oxford University Press | Online Resource Centre

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Question 1

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 2

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 3

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 4

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 5

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

c) Residual

d) Comparative parity

Question 6

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 7

All of the following are essential elements of Direct Marketing, EXCEPT:

a) A record of existing and potential customers

b) A system for measuring response

c) A mass media advertising campaign

d) A system to follow up inquiries

Question 8

The Institute of Public Relations defines PR as:

a) Relations with the press.

b) The deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics.

c) Communication through the mass media with a view to securing a sale.

d) Communication procedures to be undertaken to handle a crisis.

Question 9

Which of the following best illustrates the principles of viral marketing?

a) A "teaser" campaign in the press that aims to get the public and talking about the company's product.

b) Spreading viruses through the internet in order to gain attention.

c) Using multiple communication channels to disseminate a uniform message.

d) Targeting a message at one person who is then encouraged to pass it to a number of friends, each of whom in turn also pass it on.

Question 10

Which of the following is NOT generally recognised as an element of the promotion mix?

a) Advertising

b) PR

c) Pricing

d) Sponsorship

Oxford University Press, Online Resource Centre, Chapter 11.

Chapter 11

Instructions