Answer the following questions and then press 'Submit' to get your score.
Question 1
Where a manufacturer aggressively sells its products to wholesalers, this is known as:
a) Direct marketing
b) Direct sale
c) A 'pull' distribution strategy
d) A 'push' distribution strategy
Question 2
Developing a promotional programme for a new service begins with:
a) Choosing a promotional message
b) Determining promotional objectives
c) Choosing an appropriate medium
d) Evaluating alternative media
Question 3
Within the promotional mix, public relations is most likely to be an important element for an innovative new product which is in the ____________ stage of its life cycle:
a) introduction
b) growth
c) saturation
d) decline
Question 4
Which of the following communications activities is likely to be most effective for a local hairdressing service?
a) Radio advertisements
b) Sales promotion
c) Word-of-mouth referral
d) Public relations
Question 5
According to most communication models, at what point does the communication process finish?
a) There is no end as communication is generally an ongoing process.
b) A successful sale marks the end of the communication process.
c) The process ends when a buyer places an order.
d) The process ends when the customer completes the purchase.
Question 6
Noise is an important element of the process of communicating a promotional message. Which of the following offers the best general definition of noise in this context?
a) The effects of music drowning out the sales message in a radio advert.
b) Excessive graphic display in a press advert.
c) Excessive graphic display in a TV advert.
d) Interference which occurs between the message source and the receiver.
Question 7
There are many methods of determining a company's total promotional budget. Which of the following methods is generally considered the most appropriate for addressing the marketing needs of a product at the current stage in its lifecycle?
a) Percentage of sales
b) Objective and task
c) Residual
d) Comparative parity
Question 8
Message and media are brought together within a planned time framework in a:
a) Service blueprint
b) Campaign
c) Communication model
d) Communication process
Question 9
Two types of reference group impact an individual's response to its message. These two groups are often categorized as:
a) Cultural and social
b) Educational and financial
c) Primary and secondary
d) Logical and emotional
Question 10
A fundamental principle that underlies most promotional activity is that communication should be designed and placed to reach a specific target audience. Which one of the following is the most precise definition of a target market for a financial services company planning a direct mail campaign for a new type of insurance policy?
a) 'MOSAIC' lifestyle categories
b) Market size
c) A defined social class
d) Socio-economic grouping