1. What is the primary goal of public relations?
A. To generate immediate sales.
B. To build good relations with the company’s various publics.
C. To directly persuade customers to buy a product.
D. To control the content of media coverage.
2. Which media type offers high selectivity, low cost, and immediacy?
A. Television.
B. Magazines.
C. Direct Mail.
D. The Internet.
3. Which of the following is NOT a method for setting the promotion budget?
A. The affordable method.
B. The percentage-of-sales method.
C. The competitive-parity method.
D. The cost-plus pricing method.
4. Which of the following is a disadvantage of using advertising?
A. It is very targeted and personal.
B. It can be very expensive and impersonal.
C. It is always believable by consumers.
D. It guarantees immediate sales.
5. What is ‘Madison & Vine’ in the context of marketing communications?
A. A street address for advertising agencies.
B. A term that has come to represent the merging of advertising and entertainment.
C. A method for measuring advertising effectiveness.
D. A type of advertising agency.
6. Which of the following is an example of direct marketing?
A. Sponsoring a local sports team.
B. Sending a catalog to a customer’s home.
C. Running a TV commercial during prime time.
D. Placing an advertisement in a newspaper.
7. What is the difference between ‘reach’ and ‘frequency’ in media selection?
A. Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period; frequency is a measure of how many times the average person in the target market is exposed to the message.
B. Reach is the cost of advertising; frequency is the effectiveness of the ad.
C. Reach is for TV ads; frequency is for print ads.
D. Reach is the target audience; frequency is the creative idea.
8. The ‘objective-and-task method’ for setting the promotion budget involves:
A. What the company thinks it can afford.
B. Allocating a fixed percentage of sales revenue to promotion.
C. Matching the promotional spending of competitors.
D. Developing the promotion budget by defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks.
9. What is ‘noise’ in the context of the communication process?
A. The volume of the message being sent.
B. Unplanned static or distortion during the communication process, which results in the receiver getting a different message than the sender intended.
C. The attractiveness of the promotional materials.
D. The complexity of the product being marketed.
10. Which of the following is an example of a ‘sales promotion’?
A. A TV commercial for a new car.
B. A public relations campaign to improve a company’s image.
C. A ‘buy-one-get-one-free’ offer on a product.
D. A salesperson making a presentation to a potential client.
11. Integrated marketing communications (IMC) involves:
A. Using only one type of promotional tool for cost efficiency.
B. Integrating all promotional tools, so that they work together in harmony.
C. Separating promotional efforts to target different customer segments independently.
D. Focusing solely on digital marketing tactics.
12. The ‘competitive-parity method’ for setting the promotion budget involves:
A. What the company thinks it can afford.
B. Allocating a fixed percentage of sales revenue to promotion.
C. Matching the promotional spending of competitors.
D. Determining the budget based on specific promotion objectives.
13. The ‘percentage-of-sales method’ for setting the promotion budget is based on:
A. What the company thinks it can afford.
B. Allocating a fixed percentage of sales revenue to promotion.
C. Matching the promotional spending of competitors.
D. Determining the budget based on specific promotion objectives.
14. A company is facing a negative public image due to a product recall. Which marketing communication tool would be most appropriate for addressing the situation and rebuilding trust with customers?
A. A series of aggressive sales promotions to boost sales.
B. A public relations campaign focused on transparency and addressing customer concerns.
C. Ignoring the issue and hoping it will go away.
D. A new advertising campaign focusing on unrelated product features.
15. The ‘affordable method’ for setting the promotion budget:
A. Sets the budget based on what the company thinks it can afford.
B. Allocates a fixed percentage of sales revenue to promotion.
C. Matches the promotional spending of competitors.
D. Determines the budget based on specific promotion objectives.
16. Which media type is most suitable for demonstrating product features and benefits?
A. Radio.
B. Newspapers.
C. Television.
D. Billboards.
17. A company using a ‘push’ promotion strategy directs its marketing activities toward:
A. Final consumers to induce them to buy the product.
B. Channel members to induce them to carry the product and promote it to final consumers.
C. Competitors to discourage them from aggressive pricing.
D. Government agencies to influence regulations.
18. What is the role of a ‘media planner’?
A. To develop the creative content of advertisements.
B. To choose the best media to convey advertising messages to the target audience.
C. To manage the public relations efforts of a company.
D. To analyze sales data and forecast future sales.
19. Which promotional tool involves direct interaction with carefully targeted individual consumers to obtain an immediate response?
A. Advertising.
B. Public Relations.
C. Direct Marketing.
D. Sales Promotion.
20. What is ‘buzz marketing’?
A. Using only traditional advertising methods.
B. Cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.
C. Ignoring customer feedback and focusing on mass marketing.
D. Using only email marketing campaigns.
21. A small business has a limited budget for marketing communications. Which of the following would be the most cost-effective option for reaching a local audience?
A. A national television advertising campaign.
B. Sponsoring a local community event.
C. A full-page advertisement in a national newspaper.
D. A direct mail campaign targeting every household in the country.
22. Which of the following is NOT a key element in the communication process?
A. Encoding.
B. Decoding.
C. Noise.
D. Inventory Management.
23. What is the ‘message execution’ stage in advertising?
A. Setting the advertising budget.
B. Choosing a media platform for the advertisement.
C. Turning the ‘big idea’ into an actual ad execution that will capture the target market’s attention and interest.
D. Evaluating the results of the advertising campaign.
24. Which of the following is the primary goal of marketing communications?
A. To maximize production efficiency.
B. To build and maintain profitable customer relationships by communicating value.
C. To minimize operational costs.
D. To dominate the competitive landscape through aggressive pricing.
25. A company decides to use humor in its advertising. What is a potential risk of this approach?
A. Humor always increases brand recall.
B. The humor might overshadow the product or brand.
C. Humor is always universally appealing.
D. Humor guarantees higher sales.
26. A company launches a new product and wants to create immediate awareness and excitement. Which promotional tool would be most effective for achieving this goal?
A. A long-term public relations campaign.
B. A series of informative articles in industry journals.
C. A viral marketing campaign on social media.
D. A direct mail campaign with detailed product information.
27. What is the first step in developing an effective integrated marketing communications program?
A. Setting the budget for promotion.
B. Identifying the target audience.
C. Selecting the promotion mix.
D. Designing the message.
28. Which of the following is NOT a key decision when developing an advertising program?
A. Setting advertising objectives.
B. Setting the product’s manufacturing cost.
C. Making media decisions.
D. Evaluating advertising effectiveness.
29. A ‘pull’ promotion strategy is characterized by:
A. Manufacturers heavily promoting to retailers.
B. Directing marketing activities toward final consumers to induce them to buy the product.
C. Focusing on personal selling to businesses.
D. Offering incentives to sales staff to push products.
30. If a company wants to create a sense of community and belonging among its customers, which marketing communication tool would be most effective?
A. Mass advertising on television.
B. A company-sponsored online forum or community.
C. Direct mail campaigns with personalized letters.
D. Sales promotions offering discounts on products.
31. A company is facing a public relations crisis. What is the MOST important step to take?
A. Respond quickly, honestly, and transparently.
B. Ignore the situation and hope it goes away.
C. Blame someone else for the problem.
D. Release a series of distracting advertisements.
32. What is the key difference between advertising and publicity?
A. Advertising is paid for, while publicity is earned.
B. Publicity is paid for, while advertising is earned.
C. Advertising is more credible than publicity.
D. Publicity is more controllable than advertising.
33. Which is the MOST important factor when selecting a communication channel?
A. The target audience’s preferences and media consumption habits.
B. The cost of the channel.
C. The company’s internal communication policies.
D. The availability of the channel.
34. Which of the following is an example of ‘pull’ promotional strategy?
A. Advertising directly to consumers to create demand.
B. Offering incentives to retailers to stock products.
C. Providing sales training to distributors.
D. Focusing on personal selling to businesses.
35. A company is launching a new product. Which marketing communication approach would be MOST effective for creating initial awareness?
A. Mass advertising
B. Personal selling
C. Direct marketing
D. Public relations
36. A company wants to build trust and credibility with its stakeholders. Which marketing communication tool would be MOST suitable?
A. Public relations
B. Advertising
C. Sales promotion
D. Direct marketing
37. What is the role of a ‘brand ambassador’?
A. To represent a brand positively and promote its products or services.
B. To manage a company’s finances.
C. To develop new product ideas.
D. To handle customer complaints.
38. Which promotional tool is BEST suited for reaching a large, geographically dispersed audience?
A. Advertising
B. Personal selling
C. Sales promotion
D. Direct marketing
39. What is the role of ‘noise’ in the communication process?
A. To interfere with the message being received.
B. To amplify the message being sent.
C. To provide feedback to the sender.
D. To ensure the message is encoded correctly.
40. What is the purpose of direct marketing?
A. To communicate directly with target customers to generate a response or transaction.
B. To promote products through intermediaries.
C. To build brand awareness through mass media.
D. To provide customer service and support.
41. Which of the following metrics is MOST relevant for measuring the effectiveness of a digital advertising campaign?
A. Click-through rate (CTR)
B. Number of employees
C. Office square footage
D. Social media followers of competitors
42. Which of the following is an example of a sales promotion?
A. A ‘buy-one-get-one-free’ offer.
B. A television commercial.
C. A press release.
D. A salesperson visiting a client.
43. Which of the following is NOT a key element of the communication process?
A. Decoding
B. Encoding
C. Feedback
D. Budgeting
44. Which of the following is NOT typically a goal of marketing communications?
A. To manage internal employee relations.
B. To inform customers about products or services.
C. To persuade customers to purchase.
D. To remind customers about the brand.
45. What is the primary goal of a ‘push’ promotional strategy?
A. To encourage intermediaries to actively promote the product.
B. To attract consumers directly through advertising.
C. To build brand awareness through public relations.
D. To stimulate demand through discounts.
46. How does a company’s ‘corporate identity’ relate to its marketing communications?
A. Marketing communications should reflect and reinforce the company’s corporate identity.
B. Corporate identity is irrelevant to marketing communications.
C. Marketing communications should contradict the company’s corporate identity to create intrigue.
D. Corporate identity is only important for internal stakeholders.
47. After a purchase, which marketing communication activity is MOST important for ensuring customer satisfaction and loyalty?
A. Post-purchase communication and customer service.
B. Advertising new products.
C. Offering discounts on future purchases.
D. Running sales promotions.
48. Which of the following BEST describes the concept of ‘viral marketing’?
A. Creating content that spreads rapidly and organically through online sharing.
B. Using aggressive advertising tactics to reach a large audience.
C. Employing computer viruses to promote a product.
D. Focusing on direct mail campaigns with personalized messages.
49. Which of the following is the MOST accurate definition of ‘marketing communications’?
A. The process of conveying information, ideas, and emotions to target audiences through various channels to influence their behavior.
B. A set of techniques used to promote a product or service.
C. The overall strategy of a company to reach its customers.
D. The sales tactics employed by a company to increase revenue.
50. Integrated Marketing Communications (IMC) emphasizes which of the following?
A. Creating a consistent and unified message across all marketing channels.
B. Prioritizing digital marketing over traditional methods.
C. Using only one type of marketing communication to maximize impact.
D. Allowing each marketing department to operate independently.
51. What is the meaning of ‘AIDA’ in the context of marketing communications?
A. Awareness, Interest, Desire, Action
B. Attention, Innovation, Development, Adoption
C. Analysis, Implementation, Design, Assessment
D. Acquisition, Investment, Diversification, Advancement
52. Which promotional tool is MOST effective for building strong customer relationships and providing personalized service?
A. Personal selling
B. Advertising
C. Public relations
D. Sales promotion
53. A company uses celebrity endorsements in its advertising campaigns. Which communication tool is being utilized?
A. Source attractiveness
B. Message framing
C. Channel selection
D. Feedback loop
54. What is the MAIN objective of public relations?
A. To build and maintain a positive image and relationship with the public.
B. To directly persuade customers to purchase products.
C. To generate immediate sales through promotions.
D. To create catchy advertising slogans.
55. What is ‘guerrilla marketing’?
A. An unconventional and low-cost marketing tactic designed to create maximum impact.
B. A marketing strategy focused on military veterans.
C. A highly structured and expensive marketing campaign.
D. A marketing approach that targets only specific geographic areas.
56. What is ‘message framing’ in marketing communications?
A. Presenting a message in a way that highlights certain aspects while downplaying others.
B. Choosing the appropriate media channel for the message.
C. Ensuring the message is encoded correctly.
D. Analyzing feedback from the target audience.
57. Which of the following is a disadvantage of using social media for marketing communications?
A. Difficulty in controlling the message and potential for negative feedback.
B. Limited reach compared to traditional media.
C. High cost of implementation.
D. Inability to measure results.
58. What is the MOST significant risk associated with using humor in advertising?
A. The humor may not be universally understood or appreciated, potentially alienating some customers.
B. Humorous ads are always more expensive to produce.
C. Humor distracts from the product’s features.
D. Humor is only effective for certain types of products.
59. How does ‘buzz marketing’ work?
A. By generating excitement and word-of-mouth about a product or service.
B. By using loud and attention-grabbing advertising.
C. By offering deep discounts to attract customers.
D. By focusing on direct mail campaigns.
60. What is ‘product placement’?
A. Featuring a product prominently in movies, television shows, or other media.
B. Designing attractive product packaging.
C. Securing prominent shelf space in retail stores.
D. Offering free samples of a product.
61. A company is launching a new product. They decide to use a mix of advertising, sales promotions, and public relations. Which concept are they applying?
A. Marketing myopia.
B. Integrated marketing communications (IMC).
C. Product differentiation.
D. Market segmentation.
62. A company releases a press release to announce a new sustainability initiative. This is an example of:
A. Advertising.
B. Sales promotion.
C. Public relations.
D. Direct marketing.
63. What is the primary advantage of using a ‘pull strategy’?
A. It builds brand preference and loyalty directly with consumers.
B. It relies on the sales force to push the product through channels.
C. It encourages retailers to stock the product.
D. It increases the manufacturer’s control over distribution.
64. A small business owner decides to set their advertising budget at the same level as their largest competitor. Which method are they using?
A. Affordable method.
B. Percentage-of-sales method.
C. Objective-and-task method.
D. Competitive-parity method.
65. Which of the following is a major advantage of using social media for marketing communications?
A. It is always free.
B. It allows for targeted and personalized communication.
C. It guarantees a high return on investment.
D. It eliminates the need for traditional advertising.
66. What is the key difference between advertising and public relations?
A. Advertising is paid for, while public relations is generally not.
B. Public relations is paid for, while advertising is generally not.
C. Advertising is more credible than public relations.
D. Public relations is more expensive than advertising.
67. Which of the following is a disadvantage of using the ‘percentage-of-sales’ method for setting the promotion budget?
A. It encourages management to think about the relationship between promotion costs, selling price, and profit.
B. It wrongly views sales as the cause of promotion rather than the result.
C. It is simple to use and helps management think about the relationship between promotion, selling price, and profit per unit.
D. It encourages stability when the firm can afford to spend more.
68. A manufacturer offers retailers a special discount to encourage them to stock a new product. This is an example of which strategy?
A. Pull strategy.
B. Push strategy.
C. Direct marketing.
D. Public relations.
69. Which promotional tool is most effective at building up long-term preferences and brand loyalty?
A. Sales promotion.
B. Advertising.
C. Personal selling.
D. Public relations.
70. The ‘objective-and-task method’ of setting the promotion budget involves which steps?
A. Defining specific promotion objectives, determining the tasks needed to achieve these objectives, and estimating the costs of performing these tasks.
B. Matching the competitor’s promotional spending and setting a fixed percentage of sales.
C. Using only affordable methods and ignoring specific promotion objectives.
D. Relying solely on historical data and ignoring current market conditions.
71. What is ‘competitive-parity method’ when setting a promotion budget?
A. Setting the budget to match competitors’ spending.
B. Setting the budget based on what the company can afford.
C. Setting the budget based on a percentage of sales.
D. Setting the budget based on specific promotional goals.
72. What is the ‘affordable method’ of setting a promotion budget?
A. Setting the budget based on what the company thinks it can afford.
B. Matching the competitor’s promotional spending.
C. Allocating a fixed percentage of sales to promotion.
D. Determining the budget needed to achieve specific promotional goals.
73. In the communication process, ‘encoding’ refers to:
A. The receiver’s interpretation of the message.
B. The process of putting thought into symbolic form.
C. The feedback given by the receiver.
D. The channel through which the message travels.
74. Which of the following is NOT a key factor when setting the total promotion budget?
A. Affordability.
B. Percentage-of-sales.
C. Competitive parity.
D. The CEO’s personal preference.
75. What is the role of a ‘salesperson’ in personal selling?
A. To deliver products to customers.
B. To represent a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.
C. To manage the company’s social media accounts.
D. To create advertising campaigns.
76. Which of the following is a key objective of public relations?
A. To directly increase sales revenue.
B. To build good relations with the company’s various publics.
C. To manage the company’s supply chain.
D. To set the company’s pricing strategy.
77. What is a potential ethical concern related to marketing communications?
A. Using celebrity endorsements.
B. Exaggerated or deceptive advertising.
C. Offering discounts to loyal customers.
D. Sponsoring community events.
78. A ‘push strategy’ involves:
A. Promoting directly to final consumers.
B. Using the sales force and trade promotion to push the product through channels.
C. Creating demand by advertising heavily to consumers.
D. Allowing consumers to find the product on their own.
79. What is ‘noise’ in the context of the communication process?
A. The volume of the advertisement.
B. Unplanned static or distortion during the communication process, resulting in the receiver getting a different message than the sender intended.
C. The background music in a commercial.
D. The number of competitors advertising in the same media.
80. Which of the following is the most logical method of setting a promotion budget?
A. Affordable method.
B. Percentage-of-sales method.
C. Competitive-parity method.
D. Objective-and-task method.
81. How can companies ensure ethical marketing communications?
A. By focusing solely on short-term sales gains.
B. By being honest and transparent in their communications.
C. By ignoring customer feedback.
D. By using any means necessary to outperform competitors.
82. Which promotional strategy is generally more effective for products with high brand loyalty?
A. Push strategy.
B. Pull strategy.
C. Combination of push and pull strategies.
D. Neither strategy is effective.
83. What is ‘integrated social commerce’?
A. Using social media solely for advertising.
B. Using social media to enable online shopping and purchasing.
C. Ignoring customer reviews on social media.
D. Focusing solely on traditional e-commerce platforms.
84. What is the primary goal of sales promotion?
A. To build long-term brand loyalty.
B. To create immediate sales.
C. To improve the company’s image.
D. To educate consumers about the product.
85. What is ‘buzz marketing’?
A. Using high-pressure sales tactics.
B. Cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.
C. Ignoring customer feedback.
D. Focusing solely on traditional advertising methods.
86. Which of the following is the primary goal of marketing communications?
A. To create a memorable advertising jingle.
B. To build and maintain profitable customer relationships by communicating value.
C. To lower production costs through efficient manufacturing.
D. To maximize short-term sales revenue regardless of customer satisfaction.
87. Integrated marketing communications (IMC) involves coordinating which elements?
A. Only advertising and public relations.
B. All promotional activities to deliver a consistent and unified message.
C. Just sales promotions and direct marketing.
D. Primarily personal selling and online marketing.
88. Which of the following is an example of direct marketing?
A. A television commercial.
B. A newspaper advertisement.
C. An email sent to a customer offering a discount.
D. A billboard on the highway.
89. Which of the following is NOT a type of sales promotion?
A. Coupons.
B. Contests.
C. Free samples.
D. Brand advertising.
90. What is ‘personal selling’?
A. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
B. Short-term incentives to encourage the purchase or sale of a product or service.
C. Personal customer interactions by the firm’s sales force for the purpose of making sales and building customer relationships.
D. Building good relations with the company’s various publics by obtaining favorable publicity.
91. A company partners with a charity and donates a portion of its sales to the cause. This is an example of:
A. Product placement
B. Cause-related marketing
C. Direct marketing
D. Guerilla marketing
92. Which of the following is the MOST important factor in creating an effective advertising campaign?
A. Using the latest technology
B. Having a large budget
C. Understanding the target audience and their needs
D. Using celebrity endorsements
93. A company launches a new product and offers free samples in stores. What type of sales promotion is this?
A. A premium
B. A contest
C. A sample
D. A rebate
94. What is the primary goal of ‘content marketing’?
A. To directly sell products or services
B. To attract and engage a target audience with valuable and relevant content
C. To create viral marketing campaigns
D. To reduce marketing expenses
95. Which of the following is an example of a ‘pull’ promotional strategy?
A. Offering retailers discounts to stock more product
B. Advertising directly to consumers to create demand
C. Providing sales incentives to distributors
D. Focusing on personal selling to businesses
96. A company releases a press release to announce a new sustainability initiative. This is an example of:
A. Direct marketing
B. Sales promotion
C. Public relations
D. Advertising
97. What is the purpose of ‘event marketing’?
A. To sell products directly at events
B. To create brand experiences and engagement through events
C. To offer discounts and promotions at events
D. To conduct market research at events
98. What is the main purpose of public relations?
A. To directly persuade customers to buy a product
B. To manage and maintain a positive image of the company
C. To generate immediate sales through promotions
D. To control all media coverage about the company
99. Which of the following is a primary advantage of using digital marketing channels?
A. Lower cost compared to traditional advertising
B. Ability to target specific audiences and measure results
C. Greater reach than traditional advertising
D. Higher credibility than traditional advertising
100. Which promotional tool is most suitable for creating a personalized and interactive experience with customers?
A. Mass advertising on television
B. Direct marketing
C. Public relations
D. Sales promotion
101. Which of the following is a key element of effective marketing communication?
A. Using complex and technical language
B. Targeting a broad audience to maximize reach
C. Delivering a clear, consistent, and compelling message
D. Focusing solely on price promotions
102. Which of the following best describes ‘guerrilla marketing’?
A. Using high-budget advertising campaigns
B. Employing unconventional and surprising marketing tactics
C. Focusing on traditional marketing channels
D. Targeting a mass audience with generic messaging
103. A company uses social media to engage with customers and respond to their queries. This is an example of:
A. Traditional advertising
B. Direct marketing
C. Interactive marketing
D. Guerilla marketing
104. A company uses ‘influencer marketing’ to promote its products. What does this involve?
A. Using celebrity endorsements
B. Partnering with individuals who have a large and engaged online following
C. Creating viral videos
D. Using traditional advertising channels
105. Which of the following is a disadvantage of using mass advertising?
A. High cost per exposure
B. Difficulty in reaching a large audience
C. Lack of personalized messaging
D. Inability to measure results
106. What is the main goal of ‘brand advocacy’?
A. To create a strong brand identity
B. To turn customers into enthusiastic supporters of the brand
C. To increase brand awareness through advertising
D. To reduce marketing expenses
107. A company offers a ‘rebate’ on a product. What does this mean?
A. A free sample of the product
B. A discount offered at the time of purchase
C. A refund offered after the purchase
D. A bonus item included with the purchase
108. Which of the following is a challenge of using social media for marketing communications?
A. High cost of implementation
B. Difficulty in reaching a large audience
C. Lack of control over the message and potential for negative feedback
D. Inability to measure the effectiveness of campaigns
109. What is the purpose of a ‘coupon’ as a sales promotion tool?
A. To offer a free gift with purchase
B. To provide a price discount on a product
C. To enter customers into a drawing for a prize
D. To reward loyal customers with exclusive benefits
110. Which of the following is a key benefit of integrated marketing communications (IMC)?
A. Reduced marketing costs
B. Increased brand consistency and clarity
C. Greater control over individual marketing messages
D. Simplified marketing planning
111. Which of the following is NOT a typical objective of marketing communications?
A. To build brand equity
B. To drive sales
C. To increase production efficiency
D. To change consumer attitudes
112. What is ‘integrated marketing communications’ (IMC) primarily focused on?
A. Using only digital marketing channels.
B. Ensuring all marketing messages are consistent across all channels.
C. Focusing on individual customer interactions without considering the overall brand message.
D. Creating separate marketing strategies for each department within a company.
113. A company decides to use celebrity endorsements to promote its product. Which factor should they consider MOST carefully?
A. The celebrity’s fee
B. The celebrity’s popularity and relevance to the target audience
C. The celebrity’s social media following
D. The celebrity’s personal hobbies
114. Which of the following is NOT a common type of sales promotion?
A. Coupons
B. Personal selling
C. Rebates
D. Contests
115. What is ‘product placement’?
A. Selling products at a discounted price
B. Featuring products within entertainment content
C. Creating a new product line
D. Placing products in retail stores
116. A company sponsors a local sports team to increase its visibility in the community. This is an example of:
A. Direct marketing
B. Public relations
C. Advertising
D. Sales promotion
117. A company sends personalized emails to customers based on their past purchases. This is an example of:
A. Mass marketing
B. Direct marketing
C. Public relations
D. Advertising
118. What is the primary goal of a ‘push’ promotional strategy?
A. To encourage customers to demand the product from retailers
B. To incentivize retailers to stock and promote the product
C. To create brand awareness through social media
D. To build a strong brand image through public relations
119. Which of the following is a key element of successful viral marketing?
A. Using complex and technical language
B. Creating content that is easily shareable and engaging
C. Spending a large amount of money on advertising
D. Targeting a niche audience
120. What is ‘buzz marketing’ primarily aimed at achieving?
A. Creating a low-cost marketing campaign.
B. Generating word-of-mouth and excitement around a product or brand.
C. Targeting a niche market with specialized advertising.
D. Reducing marketing expenses by using online channels.
121. A company launches a campaign with the slogan ‘The best coffee in town!’ across all media channels. This is an example of:
A. Sales Promotion
B. Integrated Marketing Communication
C. Direct Marketing
D. Public Relations
122. Which of the following metrics is MOST relevant for measuring the success of a social media marketing campaign?
A. The number of employees in the marketing department.
B. The company’s stock price.
C. Engagement rate (likes, shares, comments).
D. The CEO’s salary.
123. What is ‘reach’ in the context of advertising?
A. The number of times an individual is exposed to an advertisement.
B. The percentage of the target audience exposed to an advertisement at least once.
C. The total cost of running an advertising campaign.
D. The effectiveness of an advertisement in generating sales.
124. What is the role of a ‘brand ambassador’?
A. To manage a company’s social media accounts.
B. To represent a brand and promote its products or services.
C. To conduct market research and analyze consumer behavior.
D. To develop new product ideas and marketing strategies.
125. A company sponsors a local sports team to increase brand visibility. This is an example of:
A. Direct Marketing
B. Sales Promotion
C. Public Relations
D. Advertising
126. A company facing negative publicity after a product recall should prioritize:
A. Increasing advertising spending to promote new products.
B. Issuing a press release addressing the issue and outlining corrective actions.
C. Ignoring the negative publicity and hoping it will go away.
D. Launching a sales promotion to boost sales of the recalled product.
127. Which promotional tool is BEST for building long-term relationships with customers?
A. Mass advertising campaigns.
B. Short-term sales promotions.
C. Personal selling and customer service.
D. One-time direct mail campaigns.
128. What is the primary goal of integrated marketing communications (IMC)?
A. To maximize the number of advertising channels used.
B. To ensure consistent messaging across all customer touchpoints.
C. To reduce marketing costs by using fewer communication methods.
D. To create separate marketing campaigns for each customer segment.
129. What does ‘AIDA’ stand for in marketing?
A. Awareness, Interest, Desire, Action
B. Attention, Information, Decision, Analysis
C. Analysis, Implementation, Development, Assessment
D. Acquisition, Interaction, Data, Automation
130. A company donates a portion of its profits to a charitable cause. This is an example of:
A. Direct Marketing
B. Sales Promotion
C. Public Relations
D. Advertising
131. What is ‘buzz marketing’?
A. A marketing strategy that focuses on creating excitement and word-of-mouth about a product or service.
B. A marketing strategy that relies solely on print advertising.
C. A marketing strategy that targets only business customers.
D. A marketing strategy that avoids using social media.
132. Which of the following is NOT a key element of the promotional mix?
A. Advertising
B. Public Relations
C. Product Design
D. Sales Promotion
133. A luxury car manufacturer uses sophisticated data analytics to identify and target potential customers with personalized offers. This is an example of:
A. Mass Marketing
B. Direct Marketing
C. Public Relations
D. Sales Promotion
134. A mobile app company offers users in-app rewards for sharing the app with their friends. This is an example of:
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
135. A company offers a rebate on its product after purchase. This is an example of:
A. Advertising
B. Public Relations
C. Sales Promotion
D. Direct Marketing
136. Which of the following is the MOST difficult aspect to measure in marketing communications?
A. Website traffic generated by an online ad.
B. Sales resulting from a ‘buy one, get one free’ promotion.
C. Changes in brand perception due to a public relations campaign.
D. The number of people who saw a billboard advertisement.
137. A new restaurant uses social media influencers to promote its grand opening. This is an example of:
A. Traditional Advertising
B. Guerilla Marketing
C. Public Relations
D. Direct Marketing
138. What is the key difference between advertising and public relations?
A. Advertising is free, while public relations requires payment.
B. Advertising is paid media, while public relations is earned media.
C. Advertising focuses on building brand reputation, while public relations focuses on immediate sales.
D. Advertising is targeted at consumers, while public relations is targeted at investors.
139. A clothing retailer sends personalized emails to customers based on their past purchases. This is an example of:
A. Public Relations
B. Advertising
C. Direct Marketing
D. Sales Promotion
140. Which of the following is a disadvantage of using social media for marketing?
A. High cost of implementation.
B. Difficulty in measuring campaign effectiveness.
C. Potential for negative publicity and brand damage.
D. Limited reach to specific demographics.
141. Which promotional strategy is most suitable for a product in the maturity stage of its life cycle?
A. Informative advertising to create awareness.
B. Aggressive sales promotions to attract new customers.
C. Reminder advertising to maintain brand loyalty.
D. Public relations campaign to generate excitement.
142. What is the purpose of ‘personal selling’?
A. To create mass awareness of a product or service.
B. To provide a personalized interaction with a potential customer to make a sale.
C. To manage a company’s online reputation.
D. To distribute marketing materials to a wide audience.
143. What is ‘guerrilla marketing’?
A. A marketing strategy that focuses on direct mail campaigns.
B. An unconventional marketing strategy that aims to achieve maximum results from minimal resources.
C. A marketing strategy that relies heavily on television advertising.
D. A marketing strategy that targets only high-income consumers.
144. A company launches a cause-related marketing campaign where a portion of sales goes to a specific charity. What is a potential risk of this strategy?
A. Increased brand awareness.
B. Enhanced customer loyalty.
C. Negative publicity if the charity is involved in a scandal.
D. Higher sales volume.
145. What is the purpose of a ‘press kit’?
A. To provide journalists with information about a company or product.
B. To train employees on sales techniques.
C. To track customer purchases.
D. To create advertisements.
146. A small business with a limited budget should focus on which of the following promotional tools?
A. National television advertising.
B. Sponsorship of a major sporting event.
C. Social media marketing and local community events.
D. Print advertising in a national magazine.
147. What is ‘frequency’ in the context of advertising?
A. The number of people reached by an advertisement.
B. The average number of times a person in the target audience is exposed to an advertisement.
C. The cost per thousand impressions of an advertisement.
D. The length of time an advertisement runs.
148. What is ‘product placement’?
A. Designing the packaging of a product.
B. Placing a product prominently in a movie or TV show.
C. Determining the price of a product.
D. Distributing a product through retail channels.
149. Which of the following is an example of sales promotion?
A. A TV commercial for a new car.
B. A newspaper article about a company’s charitable donation.
C. A ‘buy one, get one free’ offer on a product.
D. A salesperson making a presentation to a potential client.
150. A local bakery wants to increase foot traffic. Which promotional activity would likely be MOST effective?
A. A national TV advertising campaign.
B. A press release about the bakery’s history.
C. Offering free samples outside the bakery.
D. Sponsoring a marathon in another state.
