TEST BANK
Marketing Communications
2nd Edition by Lynne Eagle
Complete Chapters Test Bank
are included (Ch 1 to 18)
** Immediate Download
** Swift Response
** All Chapters included
,Chapter 1 2e
1 Which of these is not part of the traditional marketing mix?
(A) price
(B) place
(C) packaging
(D) promotion
(E) product
Answer: (C) packaging
2 Return on investment in marketing communication is
(A) easily evaluated for each different type of marketing communication activity
(B) based on measures of awareness
(C) measurement of the financial return from specific marketing communication expenditure
(D) remuneration for marketing communications providers for their activity
Answer: (C) measurement of the financial return from specific marketing communication expenditure
3 Brand equity is
(A) all brands being perceived as equivalent
(B) perceived positioning and value of a brand relative to competitors
(C) not impacted by marketing communication
(D) unchanging over time
Answer: (B) perceived positioning and value of a brand relative to competitors
4 Clutter requires
(A) advertisers to explore new ways of standing out from competitors
(B) consumers to concentrate to evaluate different advertisements
(C) advertisers to spend more on advertising
(D) entertaining rather than relevant advertisements
Answer: (A) advertisers to explore new ways of standing out from competitors
5 Hybrid media are
(A) media forms that combine education and entertainment
(B) media forms that combine entertainment and persuasion
(C) combinations of different types of media
(D) all of the above
(E) none of the above
Answer: (B) media forms that combine entertainment and persuasion
6 Which of these is not a potential barrier for integrated communication?
, (A) the internet
(B) organisational structures
(C) turf wars
(D) different communication agencies
(E) Short-Term Return on Investment (ROI)
Answer: (A) the internet
7 An example of social marketing is
(A) using social media tools for marketing
(B) using commercial marketing tools for health issues
(C) using marketing for fundraising
(D) using internal marketing in a company
Answer: (B) using commercial marketing tools for health issues
8 IMC stands for
(A) Integrated Management Communication
(B) International Marketing Communication
(C) Institutional Marketing Campaign
(D) Integrated Marketing Campaign
(E) Integrated Marketing Communication
Answer: (E) Integrated Marketing Communication
9 Which of the following is not part of the traditional promotional mix?
(A) advertising
(B) sales promotion
(C) PR / publicity
(D) production
Answer: (D) production
10 Which of the following is not a key characteristic of services?
(A) intangibility
(B) limited standardisation
(C) perishability
(D) customer involvement
(E) homogeneity
Answer: (E) homogeneity
Marketing Communications
2nd Edition by Lynne Eagle
Complete Chapters Test Bank
are included (Ch 1 to 18)
** Immediate Download
** Swift Response
** All Chapters included
,Chapter 1 2e
1 Which of these is not part of the traditional marketing mix?
(A) price
(B) place
(C) packaging
(D) promotion
(E) product
Answer: (C) packaging
2 Return on investment in marketing communication is
(A) easily evaluated for each different type of marketing communication activity
(B) based on measures of awareness
(C) measurement of the financial return from specific marketing communication expenditure
(D) remuneration for marketing communications providers for their activity
Answer: (C) measurement of the financial return from specific marketing communication expenditure
3 Brand equity is
(A) all brands being perceived as equivalent
(B) perceived positioning and value of a brand relative to competitors
(C) not impacted by marketing communication
(D) unchanging over time
Answer: (B) perceived positioning and value of a brand relative to competitors
4 Clutter requires
(A) advertisers to explore new ways of standing out from competitors
(B) consumers to concentrate to evaluate different advertisements
(C) advertisers to spend more on advertising
(D) entertaining rather than relevant advertisements
Answer: (A) advertisers to explore new ways of standing out from competitors
5 Hybrid media are
(A) media forms that combine education and entertainment
(B) media forms that combine entertainment and persuasion
(C) combinations of different types of media
(D) all of the above
(E) none of the above
Answer: (B) media forms that combine entertainment and persuasion
6 Which of these is not a potential barrier for integrated communication?
, (A) the internet
(B) organisational structures
(C) turf wars
(D) different communication agencies
(E) Short-Term Return on Investment (ROI)
Answer: (A) the internet
7 An example of social marketing is
(A) using social media tools for marketing
(B) using commercial marketing tools for health issues
(C) using marketing for fundraising
(D) using internal marketing in a company
Answer: (B) using commercial marketing tools for health issues
8 IMC stands for
(A) Integrated Management Communication
(B) International Marketing Communication
(C) Institutional Marketing Campaign
(D) Integrated Marketing Campaign
(E) Integrated Marketing Communication
Answer: (E) Integrated Marketing Communication
9 Which of the following is not part of the traditional promotional mix?
(A) advertising
(B) sales promotion
(C) PR / publicity
(D) production
Answer: (D) production
10 Which of the following is not a key characteristic of services?
(A) intangibility
(B) limited standardisation
(C) perishability
(D) customer involvement
(E) homogeneity
Answer: (E) homogeneity
