Marketing Communications
Textbook Exam Questions
Course Introduction
Marketing Communications explores the strategic integration of various promotional tools and channels to effectively convey a unified message to target audiences. The course covers key concepts such as advertising, public relations, digital marketing, direct marketing, and sales promotions, emphasizing how organizations develop and manage communication strategies to build and maintain brand equity. Students will examine real-world case studies, learn about consumer behavior, and develop plans that coordinate multiple marketing efforts to achieve measurable business objectives in a dynamic and competitive environment.
Recommended Textbook
Advertising Principles and Practice 3rd Edition by Sandra Moriarty
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Chapter 1: Introduction to Advertising
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Sample Questions
Q1) The marketing mix is also known as the ________.
A)four Ms
B)PSI
C)P matrix
D)tangible/intangible continuum
E)four Ps
Answer: E
Q2) All large businesses have an in-house agency.
A)True
B)False
Answer: False
Q3) In Australia,the new LOHAS market for products ranging from eco-tourism to solar energy panels of some four million adult consumers is valued at ________.
A)$2.15 million
B)$215 million
C)$21.5 billion
D)$215 billion
E)none of these
Answer: C
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Page 3
Chapter 2: Advertisings Role in Marketing
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Sample Questions
Q1) Which of the following does NOT add value to a product?
A)Advertising
B)Convenience
C)Useful features
D)Branding
E)All of the above can add value to a product.
Answer: E
Q2) Which of the following departments in an advertising agency fulfils the three functions of research,planning and buying?
A)Account planning department
B)Art department
C)Traffic department
D)Print production department
E)Media department
Answer: E
Q3) The account management department does not liaise between the agency and the client.
A)True
B)False
Answer: False
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Chapter 3: Regulation and Ethics of Advertising
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Sample Questions
Q1) The act of paramount importance to advertisers and practitioners is the:
A)Paramount Importance Act 1974
B)Trade Facility Act 1975
C)Trading Products Act 1975
D)Consumer and Competition Act 2010
E)Trading Places Act 1977
Answer: D
Q2) When advertisers adopt tactics that include the use of startling images to gain the consumer's attention,this is referred to as:
A)startling advertising
B)shock-vertising
C)fearful advertising
D)fear-advertising
E)distasteful advertising
Answer: B
Q3) Critics of advertising say that advertising lacks subjectivity.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Brands and the Advertising Contribution
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Sample Questions
Q1) Mary was extremely satisfied with Nivea body lotion after she tried it,so she purchased the product again.She even told her mother and sister about the benefits of Nivea and convinced them to try the product as well.What component of persuasion does this represent and why do marketers want to attain this persuasion?
Q2) When a brand establishes a familiar image and an expectation level based on familiarity,consistency and predictability,this is known as the brand ________.
A)position
B)image
C)promise
D)loyalty
E)personality
Q3) Which of the following is a way that advertisers can contribute to a sustainable marketing mix?
A)By setting the brand apart from concerns about social awareness
B)By setting up star ratings for energy-efficient white goods
C)By developing new methods of production
D)By communicating that the company has become a major certifying body
E)By communicating that products are certified by Good Environmental Choice
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Chapter 5: Defining Audiences for Advertising
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Sample Questions
Q1) According to research in the United Kingdom,which of the following descriptions best defines 'green consumers'?
A)Consumers who use alternative transportation and seek out eco-tourism activities
B)Consumers who make positive consumption choices because they want to be seen as green
C)Consumers who are well informed and driven by a belief that sustainability issues are critical
D)Consumers who dislike waste and seek to avoid it
E)Consumers who are overtly negative and unlikely to ever be in the market
Q2) Which consumer role involves giving advice about what product to buy?
A)User
B)Influencer
C)Decider
D)Initiator
E)Buyer
Q3) After selecting a target market,the marketer identifies,evaluates and selects a segment.
A)True
B)False
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Page 7
Chapter 6: Strategic Research in Advertising
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Sample Questions
Q1) Moment-by-moment tests of ads provide an analysis of the impact and logic of the ad from the consumer's perspective.
A)True
B)False
Q2) What is the biggest drawback of direct observation as a form of research?
A)It has elevated 'people watching' to a science.
B)Its focus is limited to consumer motivations.
C)It shows what is happening but not why.
D)It must rely on open-ended questions.
E)It must study an entire group or population.
Q3) Describe the advantages and challenges of internet and virtual research.
Q4) From __________,marketers have learned that consumers strongly use the internet for banking and shopping.
A)media research
B)interrogating the product
C)knowing the competition
D)creative research
E)brand audits
Q5) What are the seven types of research used in advertising planning?
Q6) Compare and contrast primary and secondary research.
Page 8
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Chapter 7: Advertising Strategy and Planning
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Q1) When all components of a campaign work together,the whole is greater than the sum of its parts.This is called:
A)parsimony
B)lucidity
C)synergy
D)matrimony
Q2) ________ planning is the research-and-analysis process used to gain knowledge and understanding of the consumer,understanding that is expressed as a key consumer insight into how people relate to a brand or product.
A)Account
B)Advertising
C)Consumer
D)Message
E)Media
Q3) The proposition or selling idea component of a creative brief describes the single-minded thought that the communication will bring to life in a provocative way.
A)True
B)False
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9
Chapter 8: Print and Out-Of-Home Media
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Sample Questions
Q1) A spectacular is a billboard that:
A)is extraordinarily eye catching
B)is built across a highway
C)is situated at the Super Bowl
D)exceeds 500 square metres
E)can be seen from 10 kilometres away
F) None of these
Q2) What is a major sustainability concern related to the use of print media?
A)Visual pollution
B)Carbon emissions
C)High cost
D)Fair labour practices
E)Biodegradable skins
Q3) Both ________ and ________ have integrated social networking into their news websites.
A)news.com.au;ninemsn
B)Fox;ninemsn
C)News Corp;Fox
D)news.com.au;BBC
E)BBC;Fox
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Chapter 9: Broadcast Media
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Sample Questions
Q1) Although radio may not be a primary medium for most businesses,it does have excellent reminder and reinforcement capability.
A)True
B)False
Q2) Broadcast is a medium of space because it involves visual images and motion.
A)True
B)False
Q3) Which of the following statements is true of advertising in broadcast media?
A)Broadcast messages are static.
B)Broadcast messages may be bought by centimetres of film.
C)Broadcast messages are fleeting.
D)The direct route to persuasion is often uppermost in the ad strategy.
E)Broadcast is a medium of space.
Q4) Commercials set to music are known as ________.
A)musicals
B)lyrical
C)jingles
D)dual-coded
E)memorable
Q5) Discuss three advantages and three disadvantages of advertising on radio.
Page 11
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Chapter 10: Interactive and Digital Media
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Q1) An online retailer would best use offline advertising as a way to _________.
A)present a compelling sales story
B)send spam
C)drive traffic to its website
D)use proximity marketing
E)conduct data mining
Q2) From a business point of view,an advantage of internet advertising is that a company that adopts this approach to marketing can maintain its existing organisational structure and staffing levels.
A)True
B)False
Q3) There is no difference between branded entertainment and product placement.
A)True
B)False
Q4) A notable advantage of advertising on the internet is that it is relatively inexpensive.
A)True
B)False
Q5) Identify two advantages and two disadvantages of advertising on the internet.
Q6) Discuss the six principles of effective viral advertising.
Page 12
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Chapter 11: Media Strategy, planning and Buying
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Q1) Several full-service advertising agencies have made their media-buying functions available to advertisers who want one agency to purchase their media.What is this called,and what has been the impact of this practice?
Q2) Which concept reflects the rate of exposure and measures the number of times the exposure is expected to happen?
A)Reach
B)Frequency
C)Continuity
D)Impression
E)Effective frequency
Q3) If a specific television program has an audience of 100 000 viewers and an advertiser uses two 30-second commercials in each of five consecutive broadcasts,what are the total impacts?
A)10 000
B)100 000
C)200 000
D)500 000
E)1 000 000
Q4) Your friend is considering advertising on the internet.How do you respond?
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Chapter 12: The Creative Side of Advertising Strategy
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Q1) Shockvertisments are mystery ads that don't identify the product or deliver enough information to make sense,but are designed to arouse curiosity.
A)True
B)False
Q2) Explain what the creative brief is and the elements that are commonly included in one.
Q3) What is often used to test the idea before it runs to try to determine whether it works?
A)Concept testing
B)Concept evaluation
C)Brainstorming
D)Comparative analysis
E)Advertising testing
Q4) Which of the following is NOT included in a typical creative brief?
A)Media considerations
B)Budget for the campaign
C)Brand imperatives,such as position and personality
D)Creative parameters
E)Problem to be solved
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Chapter 13: Copywriting
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Q1) A web copywriter not only writes ads to attract people to the site,but also must engage in dialogue on forums,post updates and write for newsletters.
A)True
B)False
Q2) The tools of radio copywriting include voice,music and sound effects.
A)True
B)False
Q3) Compare and contrast copywriting for radio and copywriting for television.
Q4) The most important characteristic of copywriting for outdoor advertising is brevity. A)True
B)False
Q5) To develop the right tone of voice,copywriters write to the ________. A)editor
B)target audience
C)brand manager
D)none of the above
Q6) What is the most common form of internet advertising,and what must the copywriter consider when developing such ads?
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Chapter 14: Art Direction and Production
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Sample Questions
Q1) ________ creates a raised surface on paper,and ________ creates a depressed image in paper.
A)Formal printing;informal printing
B)Serif;sans serif
C)Embossing;debossing
D)On-stamping;in-stamping
E)Overlay;inlay
Q2) For web advertising,a good place to put long-format ads that are complex and engaging is in banner ads next to search results.
A)True
B)False
Q3) The ________ of type refers to how easy it is to perceive the letters.
A)legibility
B)point
C)pica
D)justification
E)typography
Q4) There are four steps in the production of a television commercial.Name all four and discuss some of the activities associated with them.
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