Student Self Test Quiz Questions
Chapter 1 “INTRODUCTION TO MARKETING COMMUNICATIONS”
1. Good brand communications is based on an orientation around a dominant, coherent ‘big brand idea’ as a
platform for creating, involving and sustaining customer engagement.
@ Pages and References: p2, Topic: Introduction to marketing communications.
*a. T.
b. F.
2. Coherence of message not replication is now much more important.
@ Pages and References: p3, Topic: Introduction to marketing communications.
a. Replication not Coherence of message is now much more important.
b. Repetition of message not media scheduling is now much more important.
*c. Coherence of message not replication is now much more important.
d. Coherence of message not co-ordination is now much more important.
3.
is at the heart of marketing communications.
@ Pages and References: p13 Topic: Brand narrative in marketing communications.
a. The meaning generated by one-way monologues
*b. The meaning generated by two-way dialogues.
c The meaning transmitted by organisations.
d. The meaning negotiated by audiences.
4. The cornerstones of good marketing communications are:
@ Pages and References: p5 Topic: Introduction to marketing communications.
a. Target audience and media.
b. Message and media.
c. Target audience and message.
*d. Target audience, message and media.
5. The ‘brand narrative’ is:
@ Pages and References: p6 Topic: Brand narrative in branding.
a. A platform for creating the big idea in advertising.
*b. A platform for creating, involving and sustaining customer engagement
c. A platform for creating awareness and impact.
d. A platform for creating customer engagement.
6. A brand encounter is:
@ Pages and References: p.6 Topic: Brand encounters.
a. The first contact a consumer has with the communication of the brand.
b. The exposure a consumer has with the brand through constant advertising.
*c. The replication of the brand image whenever the consumer touches the brand such as in advertisements,
brochures, call centres, shop layouts, websites, vehicle livery etc.
d. The replication of the brand image during a campaign whenever the consumer touches the brand such as in
advertisements, brochures, call centres, shop layouts, websites, vehicle livery etc.
7. A ‘media-neutral’ approach is where the message finds the target rather than fits into the medium.
@ Pages and References: p6 Topic: Media
a. F.
*b. T
8.
are features like the Multi-Touch interface on iPhone.
@ Pages and References: p 7 Topic: introduction to marketing communications
a. Extrinsic representational qualities
*b. Intrinsic product qualities
c. Product capabilities
d. Brand essence
9 Positioning is more in the mind than the market
@ Pages and References: p 7 Topic: Positioning
a. F.
*b. T
10. The
covers all the forms of message creation such as advertising, promotions, public relations
and personal selling as well as ‘hybrid communications’ such as direct-response based advertising, sales/PR
exhibitions, online exhibitions and so on
@ Pages and References: p7 Topic: Introduction to marketing communications and the marketing
communications mix
a. Marketing mix.
b. Advertising mix
c. Media mix.
*d. Marketing communications mix.
11. The key to understanding how meaning is defined in marketing communications is individual identity
construction.
@ Pages and References: p 7 Topic: Meaning in marketing communications
*a. T
b. F
12. Individual identity construction takes place where the:
@ Pages and References: p 7 Topic: Meaning in marketing communications
a. Individual buys products.
b. Individual buys brands.
*c. Individual is a consumer of symbols as much as products.
d. Individual is a consumer of trends as much as products.
13. Communications aimed at ‘value expressive’ motivations would be aimed at:
@ Pages and References: p10 Topic: How buyer behaviour links to marketing communications
*a. reflecting consumer's central values or self-concept needs.
b. reflecting pleasure needs.
c. reflecting product benefits like quenching one’s thirst
d. reflecting a protection of ego.
14. All advertising provokes some sort of story through the use of:
@ Pages and References: p 13 Topic: Brand narrative in marketing communications.
a. visual images, musical soundtracks and jingles.
b. models projecting images in the frame of reference of the target audience.
*c. framing, characterisation, cultural codes and the evocation of cultural expectations and stereotypes.
d. the combination of media scheduling and message .
15. Escalas (2007) drew a distinction between
(‘Imagine yourself…..’) and analytical selfreferencing (‘Let us introduce you to the brand…..’).
@ Pages and References: p 13 Topic: Brand narrative in marketing communications.
a. personal self-referencing
b. group referencing
c. group influence
*d. narrative self-referencing
16. In the 1980s, we wanted brands to conspicuously consume, but in the 1990s ……
became central to marketing communications.
@ Pages and References: p 13 Topic: Brand narrative in marketing communications.
a. product benefits
…
b. personal experiences
*c. brand experiences
d. online experiences
17. Successful brands, to a large extent, have facilitated the process of ‘meaning transfer’ by producing not just
economic capital but replacement cultural capital.
@ Pages and References: p 13 Topic: Brand narrative in marketing communications.
a. T
b. F
18. Media neutral planning recognises:
@ Pages and References: p 3 Topic: Introduction to marketing communications
*a. how customers consume media in a multi-channel fragmented media world.
b. how media planners schedule media in a multi-channel fragmented media world.
c. how media planners schedule media in a single-channel world.
d. how customers use media in single-channel world.
19. An individual who fully connects with a brand will enter into a ‘dependent temporary’ relationship of an
economic nature:
@ Pages and References: p3 Topic: Introduction to marketing communications
a. T
*b. F (An individual who fully connects with a brand will enter into an interdependent relationship of
functional and symbolic meaning).
20. The concept of brand narratives should run parallel to product life cycle as a target of brand management.
@ Pages and References: p 18 Topic: Brand narrative
*a. T
b. F