Marketing Communications Quiz

What is the main function of promotion?

• To ignore target consumers

• To convince target consumers

• To confuse target consumers

• To entertain target consumers

Which of the following is not an element of the promotional mix?

• Personal Selling

• Product Development

• Publicity

• Advertising

What is the benefit of sales promotion?

• Increases brand loyalty

• Adds value to the brand

• Reduces product value

• Decreases consumer purchasing

What is the objective of direct response marketing?

• To generate profitable business results through targeted communications to a specific audience

• To create mass communication messages

• To reduce brand awareness

• To confuse the target audience

Which of the following is an example of earned media?

• Publicity through PR strategies

• Television commercials

• Banner advertising

• Online banner advertising

What does the AIDA concept stand for?

• Awareness, Interest, Decision, Action

• Attention, Interest, Decision, Awareness

• Attention, Interest, Desire, Action

• Analysis, Interest, Desire, Action

Which factor affects the promotional mix based on the nature of the product?

• Cost per contact decisions

• Type of buying decision

• Geographic concentration

• Level of knowledge

What does the push strategy support in the selling process?

• There is competition for most of the products

• Apple's desire for control of the selling process

• The purchase is, for the most part, an extensive problem-solving situation

• None of the above

What is the main goal of Integrated Marketing Communications (IMC)?

• To have inconsistent communication across all platforms

• To have a uniform look and feel across all platforms

• To have different messages for different platforms

• To confuse the target audience

What is the main role of promotion in the marketing mix?

• To inform, persuade, remind, and connect with potential buyers

• To ignore potential buyers

• To confuse potential buyers

• To entertain potential buyers