Question 1

For each of the advertising campaigns that Holden runs to promote their cars, they carefully consider the reach and frequency that the campaign can potentially achieve. When the campaign concludes, they conduct market research to measure the actual reach and frequency that was achieved. The marketing team at Holden understand that:

Accepted Answer

A)   'reach' in an advertising sense measures how many times each member of a target market is exposed to an advertisement.
B)   'frequency' in an advertising sense measures the proportion of the target market that will be exposed to an advertisement at least once.
C)   the reach and frequency of an advertisement will vary depending on the advertising media option chosen.
D)   Both a and c are correct.
E)   Both b and c are correct.F) B) and D)
G) None of the above

Question 2

Which of the following best describes the concept of guerrilla marketing?

Accepted Answer

A)   The use of marketing strategies to quell political conflicts.
B)   An aggressive and unconventional marketing approach that catches its target market unawares.
C)   Any large-scale marketing initiative launched by multinational companies.
D)   A media promotion tool that strategically omits the brand name of a competing product on camera for legal reasons.
E)   None of the options listed.F) B) and E)
G) A) and C)

Question 3

'Shop-A-Docket's', which are usually printed on the back of receipts from major retailers and supermarkets, are an example of:

Accepted Answer

A)   point of purchase promotions.
B)   coupons.
C)   discounts.
D)   rebates.E) C) and D)
F) B) and D) B

Question 4

Ambush marketing is:

Accepted Answer

A)   an internet marketing tool.
B)   the presentation of marketing messages at an event that is sponsored by an unrelated business or competitor.
C)   always illegal.
D)   Both a and c.
E)   Both b and c.F) A) and C)
G) B) and C)

Question 5

When QLD tourism launched its 'best job in the world' campaign, it received worldwide news media coverage. This unpaid media exposure outcome is an example of:

Accepted Answer

A)   advertising.
B)   philanthropy.
C)   publicity.
D)   public relations.E) C) and D)
F) B) and D) C

Question 6

Which of the following statements is/are correct?

Accepted Answer

A)   Loyalty programs reward consumers for the amount they spend.
B)   Loyalty programs can be a form of consumer sales promotion.
C)   Loyalty programs are designed to encourage repeat purchases.
D)   All of the options listed.
E)   Both a and c.F) B) and D)
G) C) and D)

Question 7

Although there are many versions of the basic communication model, the basic ideas of '____________', 'message', '____________' and 'feedback' remain constant.

Accepted Answer

A)   sender, receiver
B)   sender, purchase
C)   product, receiver
D)   search for information, purchaseE) B) and D)
F) B) and C) A

Question 8

In the model of communication, the "we're happy little Vegemites" jingle is an example of:

Accepted Answer

A)   the source.
B)   encoding.
C)   noise.
D)   decoding.
E)   the message channel.F) B) and D)
G) B) and E)

Question 9

Vouchers that offer consumers a discounted price on a product or service could be best described as a/n ___________ strategy.

Accepted Answer

A)   advertising
B)   public relations
C)   sales promotion
D)   integrated marketing communications
E)   None of the options listed.F) D) and E)
G) None of the above

Question 10

A public relations campaign could potentially be used by an organisation for which of the following reasons?

Accepted Answer

A)   To counter negative publicity.
B)   To generate positive publicity and goodwill.
C)   As part of crisis management.
D)   To build and sustain good relationships with stakeholders.
E)   All of the options listed.F) A) and B)
G) None of the above

Question 11

Subliminal advertising is:

Accepted Answer

A)   illegal.
B)   a technique that flashes images momentarily on a screen, at the very edge of people's perceptive capabilities.
C)   Both a and b.
D)   most suitable and widely used for pre-testing advertising campaigns before they are released.
E)   None of the options listed.F) B) and C)
G) C) and D)

Question 12

Coca Cola rarely uses personal selling as one of its promotional strategies, instead opting for various mass-marketing approaches. Coca Cola understands that a disadvantage of personal selling is that:

Accepted Answer

A)   the marketing message can be tailored to suit the potential buyer's needs.
B)   personal selling is time-consuming.
C)   personal selling has a more limited reach.
D)   all of the options listed are disadvantages.
E)   Both b and c are disadvantages.F) A) and B)
G) A) and E)

Question 13

The presence of an Aston Martin, BMW or Lotus in the latest James Bond film could best be described as an example of:

Accepted Answer

A)   ambush marketing.
B)   viral marketing.
C)   guerrilla marketing.
D)   product placement.
E)   coincidence.F) C) and E)
G) A) and E)

Question 14

Which of the following statements is correct?

Accepted Answer

A)   An organisation can implement sales promotion strategies to offer extra value to consumers in a bid to increase sales.
B)   An organisation can implement sales promotion strategies to offer extra value to retailers and salespeople in a bid to increase sales.
C)   An organisation can implement sales promotion strategies to smooth demand.
D)   All of the options listed.
E)   Both a and c are correct.F) A) and B)
G) B) and C)

Question 15

Two of the most important considerations in choosing media are ____________ and frequency, which respectively measuring the proportion of the target audience exposed to the advertisement at least once, and how many times each target market member is exposed to the advertisement.

Accepted Answer

A)   reach
B)   depth
C)   width
D)   breadthE) A) and D)
F) A) and C)

Question 16

Allure magazine hosts an annual "best in beauty" awards, whereby various products are reviewed and rated. Results are published in their magazine, and various other media outlets. This is an example of:

Accepted Answer

A)   publicity.
B)   public relations.
C)   advertising.
D)   integrated marketing communications.E) B) and C)
F) All of the above

Question 17

The association between Qantas and the Australian Rugby Union's Wallabies team is an example of:

Accepted Answer

A)   ambush marketing
B)   product placement
C)   cause-related marketing
D)   sponsorshipE) All of the above
F) C) and D)

Question 18

The stage in the selling process when the salesperson asks the prospect to buy the product is known as:

Accepted Answer

A)   leverage.
B)   follow-up.
C)   commitment.
D)   confirmation.E) B) and C)
F) C) and D)

Question 19

Which of the following statements is correct?

Accepted Answer

A)   Ambush marketing may create the false impression that an ambush marketer has an official link with a sponsored event.
B)   Guerrilla marketing tactics may be effective for small businesses that cannot afford large scale marketing efforts.
C)   Viral marketing relies heavily on the use of electronic social networks to spread a marketing message.
D)   All of the options listed.
E)   Only options a and c.F) None of the above
G) A) and D)

Question 20

A public relations professional would most likely not engage in which of the following activities?

Accepted Answer

A)   Event promotion .
B)   Media liaison.
C)   Lobbying.
D)   Product pricing.
E)   None of the options listed.F) B) and C)
G) A) and C)

Exam 9: Promotion

Correct Answer
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Which of the following best describes the concept of guerrilla marketing?

Correct Answer
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'Shop-A-Docket's', which are usually printed on the back of receipts from major retailers and supermarkets, are an example of:

Correct Answer
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B

Ambush marketing is:

Correct Answer
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When QLD tourism launched its 'best job in the world' campaign, it received worldwide news media coverage. This unpaid media exposure outcome is an example of:

Correct Answer
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C

Which of the following statements is/are correct?

Correct Answer
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Although there are many versions of the basic communication model, the basic ideas of '', 'message', '' and 'feedback' remain constant.

Correct Answer
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A

In the model of communication, the "we're happy little Vegemites" jingle is an example of:

Correct Answer
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Vouchers that offer consumers a discounted price on a product or service could be best described as a/n ___________ strategy.

Correct Answer
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A public relations campaign could potentially be used by an organisation for which of the following reasons?

Correct Answer
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Subliminal advertising is:

Correct Answer
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Coca Cola rarely uses personal selling as one of its promotional strategies, instead opting for various mass-marketing approaches. Coca Cola understands that a disadvantage of personal selling is that:

Correct Answer
verified

The presence of an Aston Martin, BMW or Lotus in the latest James Bond film could best be described as an example of:

Correct Answer
verified

Which of the following statements is correct?

Correct Answer
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Two of the most important considerations in choosing media are ____________ and frequency, which respectively measuring the proportion of the target audience exposed to the advertisement at least once, and how many times each target market member is exposed to the advertisement.

Correct Answer
verified

Allure magazine hosts an annual "best in beauty" awards, whereby various products are reviewed and rated. Results are published in their magazine, and various other media outlets. This is an example of:

Correct Answer
verified

The association between Qantas and the Australian Rugby Union's Wallabies team is an example of:

Correct Answer
verified

The stage in the selling process when the salesperson asks the prospect to buy the product is known as:

Correct Answer
verified

Which of the following statements is correct?

Correct Answer
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A public relations professional would most likely not engage in which of the following activities?

Correct Answer
verified

Exam 9: Promotion

Correct AnswerverifiedShow Answer

Which of the following best describes the concept of guerrilla marketing?

Correct AnswerverifiedShow Answer

'Shop-A-Docket's', which are usually printed on the back of receipts from major retailers and supermarkets, are an example of:

Correct AnswerverifiedB

Ambush marketing is:

Correct AnswerverifiedShow Answer

When QLD tourism launched its 'best job in the world' campaign, it received worldwide news media coverage. This unpaid media exposure outcome is an example of:

Correct AnswerverifiedC

Which of the following statements is/are correct?

Correct AnswerverifiedShow Answer

Although there are many versions of the basic communication model, the basic ideas of '____________', 'message', '____________' and 'feedback' remain constant.

Correct AnswerverifiedA

In the model of communication, the "we're happy little Vegemites" jingle is an example of:

Correct AnswerverifiedShow Answer

Vouchers that offer consumers a discounted price on a product or service could be best described as a/n ___________ strategy.

Correct AnswerverifiedShow Answer

A public relations campaign could potentially be used by an organisation for which of the following reasons?

Correct AnswerverifiedShow Answer

Subliminal advertising is:

Correct AnswerverifiedShow Answer

Coca Cola rarely uses personal selling as one of its promotional strategies, instead opting for various mass-marketing approaches. Coca Cola understands that a disadvantage of personal selling is that:

Correct AnswerverifiedShow Answer

The presence of an Aston Martin, BMW or Lotus in the latest James Bond film could best be described as an example of:

Correct AnswerverifiedShow Answer

Which of the following statements is correct?

Correct AnswerverifiedShow Answer

Two of the most important considerations in choosing media are ____________ and frequency, which respectively measuring the proportion of the target audience exposed to the advertisement at least once, and how many times each target market member is exposed to the advertisement.

Correct AnswerverifiedShow Answer

Allure magazine hosts an annual "best in beauty" awards, whereby various products are reviewed and rated. Results are published in their magazine, and various other media outlets. This is an example of:

Correct AnswerverifiedShow Answer

The association between Qantas and the Australian Rugby Union's Wallabies team is an example of:

Correct AnswerverifiedShow Answer

The stage in the selling process when the salesperson asks the prospect to buy the product is known as:

Correct AnswerverifiedShow Answer

Which of the following statements is correct?

Correct AnswerverifiedShow Answer

A public relations professional would most likely not engage in which of the following activities?

Correct AnswerverifiedShow Answer

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B

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C

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Although there are many versions of the basic communication model, the basic ideas of '', 'message', '' and 'feedback' remain constant.

Correct Answer
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A

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