MKT255_BUS2643 T6&T7

ch6

1. Information Processing Model of Communications involves as below EXCEPT

• A. Attention

• B.Comprehension

• C. Yielding

• D. Intuitions

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2. “face-to-face interaction with one or more prospective purchasers for the purpose of making sales”

The description above refers to

• A. Personal Selling

• B. Advertising

• C. Public relation

• D. Publicity

ch6

3. Which of the following are Marketing Communications Options?

I. Promotions

II. Event marketing and sponsorship

III. Direct response

IV. Public relations and publicity

 

• A. I, II and III

• B. I, II and IV

• C. I, III and IV

• D. II, III and IV

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4. Marketing Communication Guidelines involves

I. Be double-minded

II. Be analytical

III. Be curious

IV. Be realistic

 

• A. I, II and III

• B. I, II and IV

• C. I, III and IV

• D. II, III and IV

ch6

5. Which of the following is TRUE about Evaluating Integrated Marketing Communications (IMC) Programs

• A. Involves Complementarity, Versatility, Contribution, Commonality, Coverage and Cost

• B. Involves Rethink training, Get everyone involved and Inspire from the top

• C. Involves Interactive like websites, online ads, Mobile marketing and Place advertising

• D. Involves Be patient, Be integrative and Be observant

ch7

6.  Brand associations may themselves be linked to other entities as below

I Country of origin

II Channels of distribution

III Company

IV Collaboration

 

 

• A I, II and III

• B I, II and IV

• C I, III and IV

• D II, III and IV

7.  Advantages of co-branding is

 

 

• A. Borrow needed expertise

• B. Draws attention to the brand

• C. Source of additional revenue

• D. Reduce cost of product introduction

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8.

Awareness and knowledge of the entity

Meaningfulness of the knowledge of the entity

Transferability of the knowledge of the entity

 

Above descriptions refer to

 

• A. Celebrity Endorsement

• B. Response-type associations

• C. Creation of new brand associations

• D. Effects on existing brand knowledge

ch 7

9.  “ Involves contractual arrangements whereby firms can use the names, logos, characters, and so forth of other brands for some fixed fee”

 

The description above refers to

 

 

• A. Licensing

• B. Third Party Sources

• C. Ingredient Branding

• D. Celebrity Endorsement

ch 7

10. Which of the following NOT potential problem in Celebrity Endorsement

 

• A. Borrow needed expertise

• B. Celebrity endorsers can be overused by endorsing many products that are too varied.

• C. There must be a reasonable match between the celebrity and the product.

• D. Many consumers feel that celebrities are doing the endorsement for money and do not necessarily believe in the endorsed brand.