Tutorial 12 / Week commencing 30th of Apr 2012 : Chap. 16

Section A : MCQs

1. In the marketing communications process, a consumer request for additional information on a product is an example of ________.A) decodingB) noiseC) feedbackD) encodingE) viral marketing

2. A marketing communications objective to ________ has the goal of influencing how the consumer feels about a category or brand and encouraging the consumer to find out more.A) help the consumer recognize a needB) build awareness and interestC) remind about a brandD) reinforce the buying decisionE) stimulate action

3. A marketing communications objective to ________ has the goal of influencing the consumer to take the next step toward buying.A) help the consumer recognize a needB) build awareness and interestC) reinforce the buying decisionD) remind about a brandE) stimulate action

4. Of the following, which type of marketing communication tool gives the marketer the greatest level of control over the message?A) sales promotionB) advertisingC) public relationsD) word of mouthE) personal selling

5. Any paid form of nonpersonal communication of a marketing message by an identified sponsor through mass media is called ________. A) sales promotionB) advertisingC) publicityD) personal sellingE) public relations

6. Which type of advertising is used to build awareness and initial demand for a new product?A) personal advertisingB) persuasive advertisingC) reminder advertisingD) informative advertisingE) comparative advertising

7. Which type of advertising is used to develop brand preferences and to increase brand loyalty?A) personal advertisingB) persuasive advertisingC) reminder advertisingD) informative advertisingE) comprehensive advertising

8. Which type of advertising is used to maintain brand awareness?A) personal advertisingB) persuasive advertisingC) reminder advertisingD) informative advertisingE) causal advertising

9. Marketing communicators should be good at ________ messages that take into account how the target audience ________ them.A) delivering; encodesB) sending; encodesC) encoding; decodesD) retrieving; perceivesE) decoding; receives

10. The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model. A) sourcingB) encodingC) mediumD) decodingE) messaging

11. Mercy University's initial advertisements for the school's new MBA program are most likely intended to create ________.A) reinforcementB) awareness and interestC) preferenceD) insistenceE) conviction

12. Familiar products such as Coca-Cola are more likely to use ________.A) informative advertisingB) comparative advertisingC) persuasive advertisingD) reminder advertisingE) institutional advertising

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