Exam question for the Marketing Communication. Some of these questions were on the test (the teacher will use some of them on the test). You need to describe some of the correct answers (make explanation why did you choose that one). The last question is open question and it is changing all the tim...
a) Advertising is an interactive communication tool
b) The Internet is a primarily a new mass media advertising medium
c) The primary function of sales promotions is to stimulate purchasing behavior
d) Public relations are used to primarily build goodwill with potential customers
2) Which of the following statement is correct? Mass media communications:
a) Are more expensive than personal communications
b) Have a high attention value
a) c)Lead to more selective perception
b) d)Allow the marketer to measure effectiveness easily
3) Which of the following statement is not correct? Modern integrated marketing
communications:
a) Aimed at retention and relationship management
b) Aimed at satisfaction rather than attitude change
c) Mainly personal communications
d) A dialogue rather than a monologue
4) Which of the following statement is not true? Corporate communications is:
a) Communicating the corporate identity
b) Communicating with the company stakeholders
c) Communicating with other companies
d) Closing the identity gap and the image gap
5) Which of the following statement is correct? Corporate identity is:
a) Primarily depends upon corporate strategy
b) Is visualized thought corporate design communications and behavior
c) Is primarily based on reputation of the CEO
d) Is primarily based on the perception of the company by its stakeholders
6) Which of the following statement is not correct? The corporate image:
a) Is a reflection of the corporate identity?
b) Should be measured with the stakeholders of the company
c) Is partly based on the shared values of the employees
d) Partly depends on previous product experience
7) Which of following statement is correct? The corporate image:
a) Depends upon the corporate reputation
b) Is the perception of the corporate identity by stakeholders
c) Determines corporate culture and corporate personality
d) Is a mainly about feelings and intentions
1
, 8) Which of the following factors does not lead to integrated communications?
a) Increased needs for greater levels of accountability.
b) Changing corporate cultures.
c) Overlapping audiences.
d) Loss of faith in mass media advertising.
9) Which of the following is not a barrier to integrated communications?
a) Lack of internal information.
a) B) Increased short-term orientation of companies.
b) Functional specialization in communications agencies.
c) Functional specialization in companies.
10) Which of the following statement is not correct?
a) The first stage in communications plan is situation analysis.
b) According to the objectives and tsk method, communications budget have to be
determined after tools.
c) Sometimes is not necessary to measure the effectiveness of a communication
campaign.
d) Determining budget is not part of the communication plan.
11) Which of the following is an example of shelf-reference mistake?
a) Buying Levi’s jeans because you want to be perceived as a hip youngster.
b) Buying Levi’s jeans because you see yourself as a hip youngster.
c) Assuming that status and prestige are important for other countries because it is
important in your own country.
d) None of the above illustrates the shelf-reference mistake.
12) Which of the following statement is correct?
a) People in different countries have different values and these values translate into
different needs and consumption behavior.
b) Since customer’s needs all over the world converge, there is no reason to localise
advertising.
c) The cultural dimension of Hofstede do not have additional explanatory power
d) None of the above is correct
13) Which of the following products are not goods candidates by means of global appeal?
a) High-tech products
b) Product with a country-of-origin appeal
c) Luxury Products
d) All product mentioned above are good candidates of product global appeal
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