Baines, Fill, & Rosengren: Marketing 4e Chapter 10: Multiple choice questions Instructions Answer the following questions and then press 'Submit' to get your score. Question 1 Which of the following terms best fits the activity of marketing communications? a) Making products available. b) Convenience of location. c) High level of regulation. d) Developing messages that can be understood and acted on by target audiences. Question 2 The marketing communications strategy of the marketing mix deals exclusively with: a) engagement, audiences, and advertising. b) advertising audiences, and responses. c) advertising, publicity, and responses d) engagement, audiences, and responses. Question 3 Considering what the audiences' communications needs and engaging with them using one-way, two-way, or dialogic communications is referred to as: a) engagement b) responses c) advertisement d) publicity. Question 4 This is a hierarchy of effects or sequential model used to explain how advertising works: a) ADD. b) AIDA. c) PESTLE. d) SWOT. Question 5 AIDA stands for awareness, ________, desire and _________. a) interest; action b) intensity; appeal c) involvement; action d) Involvement; appeal Question 6 Marketing communications is used to achieve one of two principal goals. The first concerns the development of brand values. What is the other goal? a) Increasing sales. b) Informing about products. c) Changing the behaviour of target audiences. d) Channelling communication tools. Question 7 This is the sharing of meaning created through the transmission of information: a) Communication. b) Noise. c) Transfer. d) Understanding. Question 8 _________ model emphasizes that each phase occurs in a particular sequence, which, according to Theodorson and Theodorson (1969), enables the 'transmission of information, ideas, attitudes, or emotion from one person or group to another (or others), primarily through symbols'. a) The circular b) The linear c) The two-way d) The AIDA Question 9 The role of marketing communications is to engage audiences and there are four main tasks that it can be used to complete. Which of the following is not part of the four main tasks? a) Differentiate. b) Participate. c) Reinforce. d) Inform. Question 10 _____________is an important element in the communication process. It recognizes that successful communications are more likely to be achieved if the source and the receiver understand each other. a) The realm of understanding b) Personal selling c) Noise d) Feedback Question 11 This is part of the communication process where receivers unpack the various components of the message, and begin to make sense and give the message meaning: a) Encoding. b) Decoding. c) Transfer. d) Noise. Question 12 This is a part of the communication process where the sender selects a combination of appropriate words, pictures, symbols and music to represent a message to be transmitted: a) Encoding. b) Decoding. c) Transfer. d) Feedback. Question 13 This is part of the communication process and refers to the responses offered by receivers: a) Encoding. b) Decoding. c) Transfer. d) Feedback. Question 14 _______________ is concerned with the development of knowledge that is specific to the parties involved and is referred to as 'learning together'. a) Dialogue b) Personal influencer c) Feedback d) Message Question 15 This approach has been used to convey particular information and help educate large target audiences through television and radio programmes. This approach is referred to as: a) Opinion followers. b) Opinion formers. c) Public relations. d) Opinion leaders. Question 16 They are not part of the same peer group as the people they influence. Their defining characteristic is that they exert personal influence because of their profession, authority, education, or status associated with the object of the communication process. This is referred to as: a) Opinion aggregators. b) Opinion followers. c) Opinion formers. d) Opinion gatherers. Question 17 The success of marketing communication depends upon the extent to which messages engage their audiences. These audiences can be seen to fall into three main groups: a) Customers, general public, and sales personnel. b) Customers, channel members, and general stakeholders. c) Customers, general stakeholders, and club members. d) General public, club members, and general stakeholders. Question 18 Each organization is part of a network of other organizations such as suppliers, retailers, wholesalers, value added resellers, distributors, and other retailers, who join together, often freely, to make the product or service available to end users. This is referred to as: a) Channel members. b) Customers. c) Stakeholders. d) Community. Question 19 Which of the following is the communication model that depicts information flowing via various media channels, to particular types of people to whom other members of the audience refer for information and guidance? a) Two-step. b) Three-step. c) Multi-step. d) One-step. Question 20 Which of the following is the interpersonal communication about products or services where a receiver regards the communicator as impartial and is not attempting to sell products or services? a) Word of Mouth (WOM). b) Personal Selling (PS). c) Direct Marketing (DM). d) Customer Service (CS).