MDA 301 INTEGRATED MARKETING COMMUNICATIONS

NAME:__________________________________________________ I/D:___________________________
QUIZ 1
1.

The correct sequence for the communications planning model is as follows

A)
Situational analysis, Objectives, Strategies, Budgeting, Implementation and Evaluation.
B)

Budgeting, Objectives, Situational analysis, Strategies, Implementation and Evaluation

C)

Evaluation, Budgeting, Objectives, Situational analysis, Strategies and Implementation

D)

Situational analysis, Evaluation, Objectives, Strategies, Budgeting and Implementation.

2.

Firms communicate with their current and prospective customers though the promotional mix. Which of the following is
not an element of the promotional mix?
A) Price
B) Sales promotion
C) Advertising
D) Personal selling
E) Public relations.
F) None of the above

3.

The marketing communication environment has changed drastically due to technology and consumer awareness. What
have been the predominant marketing responses to this change that are suggested by Phillip Kotler (2004)?
A) Hyper-competition and techno-genesis
B) Techno-genesis and focus
C) Segmentation and hyper-competition
D) Focus and segmentation of markets
E) Techno-genesis and hyper-segmentation

4.

Which of the following has replaced the mass marketing trends of the past?
A) A hodgepodge of communications
B) Technological integration of communications
C) Integrated marketing communications
D) All of the above
E) None of the above

5.

Which of the following campaigns are based upon a rational appeal?

A) UNICEF Save the Children Campaign
B) Drink Driving Campaign
C) NHS Stop Smoking Campaign
D) All of the above
E) None of the above

6.

Advertisers use 'fear appeal' as a communication tool for what purpose?

A) Evoke a strong response.
B) Shock
C) Frighten.
D) All of the above
E) None of the above

7.

In developing adverts using a rational or fear appeal, what are the key contextual elements that must be considered?
A)
The extent to which the objectives include changing attitudes

MDA 301 INTEGRATED MARKETING COMMUNICATIONS

B)
C)
D)
E)
F)

The extent to which the advertiser wants to make an emotional impact on the target audience
The core message
The nature of the product
The target audience
All of the above

8.

What are the guidelines for good copy when developing a print advertisement?
A)
Sell the benefits
B)
Keep the message clear, simple and concise
C)
Clearly identify the sponsor of the advertisement
D)
Communicate to the individual
E)
Be credible
F)
All of the above

9.

An integrated advertising campaign should include the following elements:

A)
Can offer a potential customer a range of different direct response mechanisms
B)
the print advertisement can be used to remind the target audience of the television version
C)
extending reach and frequency
D)
the television advertising can capitalise on music and movement
E)
maximising cost-effectiveness
F)
all of the above

10.

What are the benefits of comparative advertising?

A)
Allows companies to show how their products
B)
Comparative review
C)
Message can be tailored to focus upon key issues and competitive advantage
D)
Key points are illustrated
E)
All of the above

11.

What factors call for more frequency in an advertising media schedule?

A)
Product is unknown
B)
Product targeted towards a niche market
C)
Product is complex
D)
All of the above

12.

What factors call for more reach in an advertising media schedule?

A) Product is simple
B) Product is already known
C) Product targeted towards a mass market
D) All of the above

13.

Rational advertising appeals do not contain which of the following elements?

A) Information about the performance of the product
B) Relate to audience's self interest.
C) Information about the quality of product
D) Defines the benefits of use
E) Information about the value of the product
F) Induce emotional reactions such as fear, guilt and shame