MKT4312 Quiz6

MKT4312 Quiz 6

1. Marketing communications are the means by which companies attempt to ______, ______, and _____ consumers directly or indirectly about the brands they sell.

• A. push; pull; retain

• B. push, please; retain

• C. inform; retain; persuade

• D. inform; persuade; remind

2. _________ is an entertainment-based vehicle that is funded by and complementary to a brand’s marketing strategy.

• A. Branded gaming

• B. Advergaming

• C. Branded entertainment

• D. Value entertainment

3. For a person to be persuaded by any form of marketing communication, which of the followings is NOT one of the six steps that must occur?

• A. Exposure

• B. Yielding

• C. Perception

• D. Comprehension

4. Which of the followings is NOT one of the assessment criteria for IMC programs?

• A. Coverage

• B. Commonality

• C. Cost

• D. Compatibility

5. ___________ is the extent to which common information conveyed by different communication options shares meaning across communication options.

• A. Complementarity

• B. Conformability

• C. Commonality

• D. Contribution

6. Emotional branding using the story of ______ was found in Nike brand strategy.

• A. family

• B. heroism

• C. evilness

• D. love

7. Marketing communications can contribute to brand equity EXCEPT:

• A. creating awareness of the brand

• B. measuring sources of brand value

• C. linking the brand’s points-of-parity and points-of-difference associations in consumers’ memory

• D. facilitating a stronger consumer brand connection and brand resonance

8. One of the disadvantages of online ads is:

• A. consumers may ignore banner ads and screen them out with pop-up filters

• B. consumers may browse other information online

• C. accountable

• D. non-disruptive

9. In early 2018, Tourism Australia designed a multi-step, multiple-media campaign to cut through the bombardment of advertising messages that people are exposed to. The marketing campaign opened with teaser ads hinting at a remake of the 1980s classic, Crocodile Dundee. This generated immense _______ from fans as well as casual viewers.

• A. empathy

• B. nostalgia

• C. expectations

• D. buzz

10. _________ is the manner by which a brand is identified in a TV or radio ad or displayed within a print or digital ad. It must creatively engage the consumers and cause them to pay more attention to the brand itself.

• A. Brand signature

• B. Brand amplifier

• C. Brand sponsorship

• D. Consumer empowerment