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Potential marketing communication exam questions using syllabus
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Potential marketing communication exam questions using syllabus
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Which of the following is NOT one of the ethical decision-making models and rules discussedin the text?
a) The golden rule
b) The professional ethics rule
c) The caveat emptor rule
d) The TV test
Which of the following is NOT considered an unethical marketing communication practice?
a) Stereotyping
b) Shock advertising
c) Covert marketing
d) Consumer empowerment
Which of the following is NOT a way that companies can ensure that their marketing
communication practices are ethical?
a) Implementing ethical guidelines and codes of conduct
b) Engaging in corporate social responsibility initiatives
c) Using shock advertising to get attention
d) Stereotyping specific groups in advertising
Which of the following is NOT a consideration in the consumer sovereignty approach to
ethics in marketing communication?
a) The vulnerability of the target audience
b) The expectations of the target audience
c) The convenience of transferring loyalty for the target audience
d) The level of knowledge and experience of the target audience
Which of the following is NOT a way that individuals can apply the outcomes rule in ethical
decision-making in marketing communication?
a) Consider the performance of the decision
b) Consider the rewards of the decision
c) Consider the satisfaction of the decision
d) Consider the intention behind the decision
Which of the following is NOT a type of sales promotion?
a) Consumer promotions by manufacturers
b) Trade promotions by retailers
c) Sales force promotions by distributors
d) Product demonstrations
Which of the following is NOT a characteristic of effective sales promotions?
a) Substantial
b) Relevant
c) Timely
d) Irrelevant
Which of the following is NOT a type of POP promotion?
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, a) Signage
b) Shelf talkers
c) Product demonstrations
d) Consumer promotions
Which of the following is NOT a characteristic of effective POP promotions?
a) Relevant
b) Timely
c) Prominent
d) Irrelevant
Which of the following is NOT a function of experiential marketing?
a) Creating an emotional connection to a person, brand, product, or idea
b) Increasing short-term sales
c) Stimulating consumer interest and trial
d) Encouraging brand loyalty
Wat is een brand experience?
a) Een activiteit om bewustzijn van een merkbelofte te creëren
b) Een manier om de belofte of de voordelen van een product of dienst te bewijzen door
middel van interactie met de doelgroep
c) Een manier om de merkaffiniteit te verhogen door middel van emotionele connecties
d) Alle bovenstaande antwoorden zijn juist
Wat zijn de doelen van brand activation?
a) Om te laten zien dat het merk betrouwbaar is en de marketingberichten waar zijn
b) Om klanten aan te trekken en hen meer informatie te geven in een activiteit die ze zullen
onthouden
c) Om de merkbeelden te verbeteren door nuttige en/of vermakelijke ervaringen te
koppelen aan het merk
d) Alle bovenstaande antwoorden zijn juist
Wat zijn de vier dimensies van brand experiences?
a) Sense, feel/relate, think, act
b) See, hear, touch, taste
c) Sense, touch, feel, think
d) See, hear, touch, act
Wat is het doel van public relations?
a) Het bevorderen van de goodwill van een bedrijf als geheel
b) Het projecteren van de persoonlijkheid van een bedrijf en het beheren van de reputatie
ervan
c) Het verkrijgen van gratis media-aandacht van een PR-campagne
d) Alle bovenstaande antwoorden zijn juist
Wat zijn enkele voordelen van het gebruik van public relations als communicatiemiddel?
a) Het kan de corporate identiteit en reputatie van een bedrijf versterken
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