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Principles of Marketing Communication

Select the TWO limitations of Radio Advertising:
Higher rates for occasional advertisers
Complicated buying for national advertisers
Audience fractionalisation
Long lead times
Buying difficulties
Escalating costs
Which is not a type of brand/product placement?
Brand mentioned in the script
Giving clear direction for the product
Product seen in the shot
Negative placement
Frequent usage of the product
Jack Davidson owns a chain of bookstores. He has limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience. Jack should use ___________ advertising.
Newspaper
Outdoor
Magazine
Radio
Television
An example of cause-related marketing is a car company ______________.
Underwriting the expenses of a rock concert.
Sponsoring a tennis tournament
Making a contribution to the National Breast Cancer Foundation every time someone purchases a new car
Underwriting the expenses of an ethnic festival
Making a contribution for breast cancer research
Interstitials are ads that appear in a separate window that materialises on the screen while a selected web page is loading.
True
False
A modern selling philosophy is often referred to as _____________.
Company-oriented
Seller-oriented
Marketer-oriented
Service-oriented
Customer-oriented
The net present value of the profit that a company stands to realise on the average new customer during a given number of years is known as ______________.
Customer profitability
Brand equity
Customer equity
Customer lifetime value
Marketing customer analysis
Marketing Communication can only be brand to person.
True
False
Sales promotions are designed to _____________.
Create brand awareness
Influence customer attitudes
Stimulate immediate sales of a product
Reduce manufacturing costs
All of the above
Anne is asked by a market researcher to tell him the particular thoughts and feeling she has about UWS libraries. A particular thought or feeling that comes to Anne’s mind is known ___________.
Cognition
Brand dimension
Think-feel linkage
Association
Brand link
Brands can be positioned to appeal to functional needs, which is the basis of the HEM model
True
False
Which of these is an example of a metaphor?
It is as fast as lightning
It is as slow as molasses
Hate is like a poison
Weetbix is the breakfast of champions
Love is like a rose
 
A certain manufacturer describes its products as ‘the BMW of swimming pools’. In this advertising message, the relationship between the car and the pool is a type of _________.
Sign
Signal
Simile
Metaphor
None of the above
Peripheral cues may play a more important role than message arguments in determining the outcome of a persuasive effort.
True
False
The concept of meaning transfer suggests that marketing communicators attempt to transfer meaning from the culturally constituted world to their brand. Which of the following is not a good illustration of meaning transfer?
Company A imprints an insignia of the British flag on it’s merchandise
Company B advertises that it is proud sponsors of the Olympics
Company C always includes images of cowboys in its advertisements Company C always includes images of cowboys in its advertisements
Company D claims its automobile tyres are the best because its technology is the most modern in the industry
None of the above
Which of the following statements reflects the cognitive attitude component?
Playing tennis is a form of exercise
I play tennis three times a week
I enjoy outdoor sports
I like playing tennis
I don’t enjoy playing tennis
The Roy Morgan Values Segment, ‘Something Better’, refers to the pattern of behaviours most often associated with people wanting visible success stories. true
True
False
Aspects of consumers’ lifestyles such as their activities, interests and opinions comprise ______________.
Demographic characteristics
Purchasing characteristics
Pyschological characteristics
AIO characteristics
Physical characteristics
The Roy Morgan ‘_____________’ consumer segment describes those who represent the core of Australia.
A Fairer Deal
Conventional Family Life
Real Conservatism
Something Better
Visible Achievement
Kim is asked to make a contribution to the Leukemia Foundation. She asks how much other people are giving and ends up giving that amount. She has used the _______ tool of influence. reciprocation
Commitment and consistency
Social proof
Reciprocation
Scarcity
Liking
Buying mum a bottle of perfume for Mother’s Day represents an example of high-involvement decision-making process that is best described as ‘feel, act and do’.
True
False
The line “I came in like a wrecking ball” is:
An allegory
A simile
A slogan
A metaphor
None of the above
An allegory is:
Something physical and perceivable the signifies something to somebody in some context
Creating a picture in the consumers mind and taps in the meaning shared by the advertiser and consumer
Often used to advertise potentially offensive and mundane products
Conveying meaning in a story-beneath-a-story (a complete narrative), in which something other than what is literally represented is also occurring (an abstract idea or event)
Comparative terms that join items from different classes of experience such as like or as
It is between the two extreme models of consumer behaviour, the HEM model and the CPM model, where you will find the bulk of consumer behaviour.
True
False
The HEM deals with emotions in pursuit of feelings, fun and fantasy
True
False
Margaret Stephens notices a television commercial because of its loud music. This is an example of ____________.
Exposure
Perception
Attention
Interpretation
Comprehension
According to the CPM, consumer behaviour is seen as _______________.
Illogical
Systematic
Irrational
All of the above
None of the above
Select the correct answer that describes the central route of ELM.
This concept describes the likelihood of consumers will elaborate on a marketing communication message by thinking about it and reacting to it
MOA is low with unsure predisposition by the consumer about a brand which makes them to focus on unrelated elements of a message
A process that determines the type of message and media channels that will best reach the chosen market segment
Consumer focuses on the message argument by listening, watching or reading about a brand’s attributes and benefit but do not accept them at face value
Consumer behaviour is based purely on reasons and is seen as rational, cognitive, systematic and reasoned
Peripheral cues may play a more important role than message arguments in determining the outcome of a persuasive effort.
True
False
Which of these sources of brand information, that have not been provided by marketers, can customers use when researching which brand to buy.
Snapchat
Google
An independent blog
Twitter
All of the above
Persuasion is an effort by a marketing communicator to influence the consumer’s attitude and behaviour in a manner that benefits the communicator.
True
False
An example of an appeal to an individual’s functional needs might be ___________.
An ad for Rolex watches that simply displays a watch, with no verbal content
A commercial featuring a man getting the attention of a beautiful girl because of the cologne he is wearing
Apple’s claim that their computers are user-friendly
A food distributor advertising seasonal fruits
A Marlboro cigarette ad showing a cowboy with a pack of cigarettes beside him
Which of the following statements reflects the affective attitude component?
I like oranges
Oranges are high in vitamin C
Oranges are expensive
Oranges grow in Florida
I often buy oranges
Brands perform a critical strategic role by providing a key means for differentiation one company’s offering from those of competing brands.
True
False
Marketers are allocating a greater proportion of their marketing communications budget to interactive social media and reducing spending on some mass media platforms.
True
False
One of the most important outcomes of Marketing Communication is to increase ______________.
Awareness of the brand’s parent company
Brand awareness
Brand benefit awareness
Awareness of retail outlets
None of the above
What are the two dimensions of Brand Knowledge?
Brand equity and brand attributes
Brand awareness and brand recognition
Brand recall and brand recognition
Brand image and brand equity
Brand awareness and brand image
A form of person-to-person communication would be _____________.
Personal selling
Advertising
Promotion
Sales promotion
Social media
Jenny enters a jeweller’s shop to look at watches, but she is unfamiliar with some of the brands. The salesperson told her that they were all Swiss-made, meaning they were made in Switzerland, which is know worldwide for the quality of the timepieces produced there. From which source are these brands leveraging their brand meaning?
A person
Another brand
A place
A technology
A name
IMC starts with profiling the _______________.
Manufacturer
Retailer
Competitors
Brand partners
Customer
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Your experience with the Victoria Public Market! Thank you for participating in this survey conducted by an MBA student at HULT International Business School. Your feedback is valuable and will contribute to important research on public perceptions of the Victoria Public Market. The data collected will be used for analysis as part of my MBA program and your insights will also be shared with the business. Your participation in this survey is entirely voluntary. You have the right to withdraw from the survey at any point. If you choose to withdraw, any data you have provided will be omitted from the study.All responses will be kept anonymous and confidential. No personally identifiable information will be collected or linked to your responses. The data will be aggregated and analyzed collectively to ensure privacy. By participating in this survey, you acknowledge that: You have read and understood the purpose of the survey, You understand that your participation is voluntary, You are aware that you can withdraw at any time, You consent to the use of your anonymous responses. Thank you for your time and contribution to this research!
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