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Home  arrow Student Resources  arrow Chapter 17: Integrated marketing communication strategy  arrow Multiple choice questions: intermediate

Multiple choice questions: intermediate

Try the intermediate multiple choice questions below to test your knowledge of Chapter 17. Once you have completed the test, click on 'Submit Answers for Grading' to get your results.

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This activity contains 13 questions.

Question 1.
The correct sequence for the communications planning model is as follows:

 
End of Question 1


Question 2.
Firms communicate with their current and prospective customers though the promotional mix. Which of the following is not an element of the promotional mix?

 
End of Question 2


Question 3.
The marketing communication environment has changed drastically due to technology and consumer awareness. What have been the predominant marketing responses to this change that are suggested by Phillip Kotler (2004)?

 
End of Question 3


Question 4.
Which of the following has replaced the mass marketing trends of the past?

 
End of Question 4


Question 5.
Which of the following campaigns are based upon a rational appeal?

 
End of Question 5


Question 6.
Advertisers use 'fear appeal' as a communication tool for what purpose?

 
End of Question 6


Question 7.
In developing adverts using a rational or fear appeal, what are the key contextual elements that must be considered?

 
End of Question 7


Question 8.
What are the guidelines for good copy when developing a print advertisement?

 
End of Question 8


Question 9.
An integrated advertising campaign should include the following elements:

 
End of Question 9


Question 10.
What are the benefits of comparative advertising?

 
End of Question 10


Question 11.
What factors call for more frequency in an advertising media schedule?

 
End of Question 11


Question 12.
What factors call for more reach in an advertising media schedule?

 
End of Question 12


Question 13.
Rational advertising appeals do not contain which of the following elements?

 
End of Question 13





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