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Marketing Communication

Description: A test related to integrated marketing communication
Number of Questions: 15
Created by:
Tags: Advertising Marketing Management
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Which of the following is a type of influence process where a receiver accepts the position advocated by a source to obtain favourable outcome or to avoid punishment?

  1. Effective Reach

  2. Compliance

  3. Selective Binding

  4. Zapping

  5. None of the above

Show answer
Correct Option: B
Explanation:

Compliance is a type of influence process where a receiver accepts the position advocated by a source to obtain favourable outcome or to avoid punishment.

Which of the following is a type of thought or cognitive response a receiver has, that is opposed to the position advocated in a message?

  1. Counterargument

  2. Selective Comprehension

  3. Support Argument

  4. Recency Effect

  5. None of the above

Show answer
Correct Option: A
Explanation:

Counterargument is a type of thought or cognitive response a receiver has, that is opposed to the position advocated in a message.

Which of the following terms is used for fast forwarding through commercials during the playback of a program previously recorded on a VCR?

  1. Split runs

  2. Zipping

  3. Pop-ups

  4. Multiplexing

  5. None of the above

Show answer
Correct Option: B
Explanation:

Fast-forwarding through commercials during the playback of a program previously recorded on a VCR is known as zipping.

Diverting is a practice whereby

  1. consumers choose whether or not to make themselves available to media and message information

  2. retailers and wholesalers stock up on a product being offered by a manufacturer at a lower deal or off-invoice price, and resell it to consumers once the marketer's promotional period has ended

  3. a retailer or wholesaler takes advantage of a promotional deal and then sells some of the products purchased at a lower price to a store outside their area, or to a middleman who will resell it to other stores

  4. a company makes a product or delivers a service in response to a particular customer's needs in a cost-effective way

  5. none of the above

Show answer
Correct Option: C
Explanation:

Diverting is a practice whereby a retailer or wholesaler takes advantage of a promotional deal and then sells some of the products purchased at a lower price to a store outside their area, or to a middleman who will resell it to other stores.

In which of the following radio advertising techniques, the images of television commercials are implanted into a radio spot?

  1. Image advertising

  2. Image transfer

  3. Cross media advertising

  4. Transit advertising

  5. None of the above

Show answer
Correct Option: B
Explanation:

Image transfer is a radio advertising technique whereby the images of television commercials are implanted into a radio spot.

Which of the following is a media scheduling pattern in which periods of advertising are alternated with periods of no advertising?

  1. Primary circulation

  2. Flighting

  3. Pulsing

  4. Two-step approach

  5. None of the above

Show answer
Correct Option: B
Explanation:

Flighting is a media scheduling pattern in which periods of advertising are alternated with periods of no advertising.

Which of the following is a type of compensation system whereby an advertising agency establishes a fixed monthly fee for its services to a client and media commissions received by the agency are credited against the fee?

  1. Failure fee

  2. Fixed-fee arrangement

  3. Cost-plus system

  4. Incentive-based system

  5. None of the above

Show answer
Correct Option: E
Explanation:

This is the correct answer. All above options are incorrect. The right answer is fee-commission combination.

Which of the following is a measure that represents the total delivery or weight of a media schedule during a specified time period?

  1. Program Rating

  2. Gross Rating Points

  3. Daily Inch Rate

  4. Alpha Activity

  5. None of above

Show answer
Correct Option: B
Explanation:

A measure that represents the total delivery or weight of a media schedule during a specified time period is called Gross Rating Points

The reaching of a very specialised market through programming aimed at a particular target audience is known as

  1. effective reach

  2. spot advertising

  3. narrow casting

  4. account specific marketing

  5. none of the above

Show answer
Correct Option: C
Explanation:

The reaching of a very specialised market through programming aimed at particular target audience is known as narrow casting.

A communication containing information and meaning that a source wants to convey to a receiver is known as

  1. source bolsters

  2. source derogations

  3. source power

  4. script

  5. none of the above

Show answer
Correct Option: E
Explanation:

This is the correct answer.

Which of the following is a term used in the advertising industry to refer to music that is prefabricated, multipurpose, and conventional and can be used in a commercial when a particular normative effect is desired?

  1. Jingles

  2. Primacy Effect

  3. Needledrop

  4. Podcasting

  5. None of the above

Show answer
Correct Option: C
Explanation:

Needledrop is a term used in the advertising industry to refer to music that is prefabricated, multipurpose, and conventional and can be used in a commercial when a particular normative effect is desired.

Sales promotion activities that are designed to accelerate the purchase decision process, and generate an immediate increase in sales, but do little or nothing to communicate information about a brand and contribute to its identity and image is known as

  1. non-franchise building promotion

  2. consumer franchise-building promotion

  3. consumer oriented-sales promotion

  4. sales promotion trap

  5. none of the above

Show answer
Correct Option: A
Explanation:

Sales promotion activities that are designed to accelerate the purchase decision process and generate an immediate increase in sales but do little or nothing to communicate information about a brand and contribute to its identity and image, is known as non franchise-building promotion.

Which term is commonly used in the advertising industry to describe support media?

  1. Non traditional media

  2. Non measured media

  3. Support argument

  4. Creative boutique

  5. None of the above

Show answer
Correct Option: B
Explanation:

Non measured media is a term commonly used in the advertising industry to describe support media.

Which of the following is an estimate of the number of readers of a magazine in addition to the original subscriber, or purchaser?

  1. Run of paper (ROP)

  2. Readers per copy

  3. Pass-along rate

  4. Pass-along readership

  5. None of the above

Show answer
Correct Option: C
Explanation:

Pass-along rate is an estimate of the number of readers of a magazine in addition to the original subscriber or purchaser.

Which of the following is also called paid search?

  1. Search engine advertising in which advertisers pay only when a consumer clicks on their ad, or link from a search engine page.

  2. The search process whereby consumers seek and acquire information from external sources, such as advertising, other people or public sources.

  3. A method of determining the budget for advertising and promotion where all other budget areas are covered and remaining money is available for allocation.

  4. The situations where several advertisers buy commercial time or spots on network television.

  5. None of the above

Show answer
Correct Option: A
Explanation:

Paid search is also referred to as search engine advertising in which advertisers pay only when a consumer clicks on their ad, or link from a search engine page.

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