Deck 9: Communicating Value: Promotion

Question 1

Organizations rely upon strategically developed marketing mixes to ensure a strong ______.

A) mission statement for customers
B) value proposition for customers
C) distribution channel for customers
D) marketing plan for customers

Answer 1

B

Question 2

Media content can be expressed using the acronym PESO. What does the S stand for?

A) sensor media
B) supply media
C) shared media
D) social media

Answer 2

C

Question 3

Which element in the promotional mix may be expressed using any of the media types in the PESO model?

A) personal selling
B) direct marketing
C) sales promotion
D) advertising

Answer 3

C

Question 4

Which one of the below is not an example of social media marketing?

A) video content
B) blogs
C) shared photos
D) online video ads

Question 5

Most digital advertising is purchased and delivered using ______.

A) an ad network
B) programmatic advertising
C) advertising publishers
D) content marketing

Question 6

A viewable display impression is defined as an ad that loads ______.

A) at 60% or more and remains present for at least three seconds
B) at 50% or more and remains present for at least one second
C) at 70% or more and remains present for at least one second
D) at 100% and remains present for at least three seconds

Question 7

Which one of the following is not a type or topic of branded content?

A) nonfiction
B) instructions
C) opinions
D) poetry

Question 8

The two primary players in the communications process are ______.

A) encoding and decoding
B) channels and mediums
C) responses and feedback
D) senders and receivers

Question 9

Which of the following is not a characteristic of a politely interrupted marketing communication?

A) They persist for an amount of time controlled by the receiver.
B) They enable receiver engagement.
C) They are interruptive.
D) They turn on a prospect to a brand idea.

Question 10

Which one of the following is not a stage of an effective communications campaign?

A) campaign planning
B) execution
C) campaign media concepting
D) campaign design

Question 11

All of the following are hierarchy of effects stages EXCEPT ______.

A) conative
B) innovative
C) cognitive
D) affective

Question 12

A client brief includes ______.

A) brand positioning
B) media planning
C) research
D) public relations

Question 13

A disadvantage of the MARCOM mix advertising element is ______.

A) negative perception of some modes
B) cost per contact can be high
C) lack of control over outcome
D) difficulty cutting through clutter

Question 14

Which campaign executional style depicts the way a consumer group lives?

A) testimonial
B) lifestyle
C) demonstration
D) slice of life

Question 15

Which of the following is a television media channel advantage?

A) visual impact
B) measurability
C) high reach possible
D) variety of ad formats possible