Take the quiz test your understanding of the key concepts covered in the chapter. Try testing yourself before you read the chapter to see where your strengths and weaknesses are, then test yourself again once you’ve read the chapter to see how well you’ve understood.
1. ‘Promotion’ and ‘Marketing Communications’ are interchangeable terms.
True
False
2. Advertising is generally a better promotional tool than sales promotion when it comes to closing a sale. True or false?
True
False
3. Radio is a mass medium. True or false?
True
False
4. PR normally stands for Press Relations. True or false?
True
False
5. The two principal participants in Schramm’s communications model are media owner and client. True or false?
True
False
6. AIDA is a sequential model showing the states of mind that a person may go through while deciding what to buy. What does AIDA stand for?
- awareness, interest, design, action
- attention, information, desire, achievement
- awareness, interest, desire, attention
- attention, interest, desire, action
- awareness, information, desire, achievement
Answer:
d. attention, interest, desire, action
7. What is a push strategy?
- a communications strategy aimed at distributors
- a marketing strategy with a customer focus
- a communications strategy aimed at consumers
- a hard sell marketing strategy
- a low-budget corporate strategy
Answer:
a. a communications strategy aimed at distributors
8. What is a pull strategy?
- a communications strategy aimed at distributors
- a marketing strategy with a customer focus
- a communications strategy aimed at consumers
- a hard sell marketing strategy
- a low-budget corporate strategy
Answer:
c. a communications strategy aimed at consumers
9. Advertising, public relations and sales promotion are three of the four traditional techniques of the promotional mix. What is the fourth?
- price
- direct mail
- word of mouth
- questionnaires
- personal selling
Answer:
e. personal selling
10. Which of the following is not a PR technique?
- sponsorship
- a product launch event
- a press conference
- a publicity stunt
- an on-pack, free-prize draw
Answer:
e. an on-pack, free-prize draw
11. What is product placement?
- in-store display
- paying for your product to be used as a prop in entertainment or cultural media
- the final pack shot in an advert
- a sponsor’s message shown at the beginning and end of a TV or radio programme
- the choice of distribution channel
Answer:
b. paying for your product to be used as a prop in entertainment or cultural media
12. According to the UK advertising code administered by the Advertising Standards Authority (ASA), advertising should be:
- legal, decent, honest and truthful
- inoffensive, honest and clear
- specific, measurable, achievable, relevant and timed
- attention grabbing, interesting, desirous and actionable
- legal, relevant, appropriate and not misleading
Answer:
a. legal, decent, honest and truthful
13. The Quick Heat Company sells all sorts of standalone fires (e.g. paraffin heaters and electric fan heaters). Most of their customers are businesses who have a short-term problem such as a heating breakdown. In order to increase sales, they have decided to try and persuade people who live in rented accommodation, and who may want to increase the warmth of their homes without investing in the property, to buy these fires. Who should be the primary target audience for their marketing communications campaign?
- landlords of rented property
- business owners
- people who live in rented accommodation
- heating engineers
- homeowners
Answer:
c. people who live in rented accommodation
14. The Quick Heat Company sells all sorts of standalone fires (e.g. paraffin heaters and electric fan heaters). Most of their customers are businesses who have a short-term problem such as a heating breakdown. In order to increase sales, they have decided to try and persuade people who live in rented accommodation, and who may want to increase the warmth of their homes without investing in the property, to buy these fires. Who is the primary target market for this campaign?
- landlords of rented property
- business owners
- people who live in rented accommodation
- heating engineers
- homeowners
Answer:
c. people who live in rented accommodation
15. The Quick Heat Company have a new range of central heating boilers designed for domestic use. They know that most homeowners buy boilers that are recommended by their heating engineer. Who is their target market for boilers?
- landlords of rented property
- business owners
- people who live in rented accommodation
- heating engineers
- homeowners
16. The Quick Heat Company have a new range of central heating boilers designed for domestic use. They know that most homeowners buy boilers that are recommended by their heating engineer. Who should be the primary target audience for their new campaign?
- landlords of rented property
- business owners
- people who live in rented accommodation
- heating engineers
- homeowners
Answer:
d. heating engineers
17. Football Mania have booked an expensive ad slot during the FA Cup final. Unfortunately, there are technical problems and the ad is not shown. According to Schramm’s communications model, what is this an example of?
- noise
- distress
- perception
- breakdown
- coding
18. The Oxo family starred in one of the most famous, and long-running, ad campaigns in the UK. It showed the family in typical situations, usually culminating in them sitting down to eat an Oxo-inspired meal. What kind of creative execution is this?
- animation
- demonstration
- problem solution
- slice of life
- celebrity
19. What is the term for using specialist software to analyse large amounts of data (held in a database) to predict trends and likely customer behaviour?
- data mining
- sales forecasting
- environmental scanning
- supply and demand analysis
- product interrogation
20. ABC company have forecast approximately £10 million sales for the coming year. They have decided to allocate £200,000 (2% of turnover) to marketing. Which budget setting method are they using?
- arbitrary method
- affordable method
- competitive parity method
- competitive percentage method
- percentage of sales method
Answer:
e. percentage of sales method
21. A ______ is a series of coordinated marketing activities designed to achieve specific objectives (e.g. to reposition a product or to educate people about its correct use).
22. Products are sold to target markets. Marketing Communications are addressed to target ______.
23. Sales promotions are ______-term, special offers and other added-value activities intended to induce buyers to buy, or try, a product.
24. PR may use the same ______ (e.g. television, radio or Internet) as advertising but in a very different way.
25. DAGMAR is a hierarchy of effects model comprising awareness, comprehension, ______ and action.