Student Self Test Quiz Questions
Chapter 5 “MarKetING COMMUNICATIONS STRATEGY AND
PLANNING”
1. The ‘promoting to–communicating with’ dichotomy characterises the landscape within which current
marketing communications strategies are set.
@ Pages and References: p 107 Topic: Is it promotional strategy or communications strategy?
*a. T
b. F
2. The coordination and management of resources is necessary in order to:
@ Pages and References: p 103 Topic: Introduction marketing communications strategy.
a. provide an efficient cost basis for marketing communications.
b. provide the correct media schedule for creative messages.
c. provide the correct creative messages for media schedules.
*d. create coherent, meaningful dialogue with the customer.
3. The most successful communications are those in which:
@ Pages and References: p 107 Topic: Why do marketing communications have to be integrated?
a. the consumer receives one message from one source.
b. the consumer receives many messages from one source.
c. the consumer receives many messages from various sources.
*d. the consumer receives one message from various sources.
4. Whilst short-term tactics and long-term strategy can sometimes be incompatible, they have to be:
@ Pages and References: p 107 Topic: Is it promotional strategy or communications strategy?
a. developed properly.
b. kept separate.
c. similar.
d. integrated.
5. Integration of media and messages to harness the synergy of all brand communications and customer
contact points…………….
@ Pages and References: p 107 Topic: Why do marketing communications have to be integrated?
a. reduces overall campaign costs
*b. creates brand value and uses customer preferences as a starting point for dialogue
c. creates products which fulfil consumer needs
d. minimises confusion of message point for dialogue
6. Which of the following is not listed by Iddiols (2000) as the consumer advantages of customer contact
points?
@ Pages and References: p 107 Topic: Why do marketing communications have to be integrated?
a. providing short cuts to understanding what a brand stands for
b. adding depth or ‘amplifying’ a particular message or set of brand values
c. demonstrating professionalism on the part of the brand owner
*d. being consistent in presentation
7. Sometimes,
take precedence over long-term brand-building strategy.
@ Pages and References: p 107 Topic: Is it promotional strategy or marketing communications strategy?
*a. short-term sales or promotional tactics
b. advertising
c. campaign creativity
d. confused messages
8. Which of the following does Van Raaij (1998) NOT list as being descriptive of ‘classic communications’:
@ Pages and References: p 107 Topic: Is it promotional strategy or marketing communications strategy?
a. communications are aimed at acquisition
b. based on monologue
c. bring about effects through repetition
*d. communicating to individuals
9. Which of the following does Van Raaij (1998) NOT list as being descriptive of ‘integrated marketing
communications’:
@ Pages and References: p 107 Topic: Is it promotional strategy or marketing communications strategy?
a. communications aimed at retention and relationship
b. relationship oriented
*c. bring about effects through salience
d. communicating through dialogue
10. A radical approach to marketing communications planning, is what Schultz (2001) refers to as the “5Rs”.
These are:
, recognition, receptivity, relevance and responsiveness.
@ Pages and References: p 109 Topic: The 5Rs of communication planning
*a. relationships
b. repetition
c. retention
d. realism
11. ‘Relevance’ refers to the interruption vs. value issue. ‘Interruption’ marketing is not as effective and in
some cases not relevant.
@ Pages and References: p 109 Topic: The 5Rs of communication planning
a. F
*b. T
12. The idea that ‘information of value must be communicated when and how consumers need it’ describes:
@ Pages and References: p 109 Topic: The 5Rs of communication planning
a. recognition
b. repetition
c. retention
d. receptivity
13. Smith, Berry and Pulford (1999) define Integrated Marketing Communications as the strategic analysis,
choice, implementation and control of all elements of marketing which:
@ Pages and References: p 110 Topic: The 5Rs of communication planning
a. efficiently, economically and effectively influence transactions between an organisation and its existing
customers.
b. efficiently, economically and effectively influence transactions between an organisation and its potential
customers.
*c. efficiently, economically and effectively influence transactions between an organisation and its existing
and potential customers, consumers and clients.
d. efficiently, economically and effectively influence transactions between an organisation and its existing and
potential consumers.
14. Which of the following themes in the descriptions of IMC does Yeshin (2008) NOT include?
@ Pages and References: p 110 Topic: The 5Rs of communication planning
a. A sound knowledge of the organisation’s stakeholders, acquired through two-way interaction with these
parties.
b. The selection of communication tools which promote the achievement of communications objectives.
c. The strategic co-ordination of various communication tools in a manner consistent with the organisation’s
brand positioning.
d. The use of appropriate, timely and data-driven evaluation and planning to determine the effectiveness of
this process.
a. a, b and c
b. a, b and d
c. c, b and d
d. all of the above
15. Which is the odd one out? The advantages of integrated marketing communications include:
@ Pages and References: p 111 Topic: The 5Rs of communication planning
a. Increased impact of communications dialogue
*b. Corporate control
c. Interaction
d. Participation
16. Smith, Berry and Pulford (1999) state that a key component of integrated marketing communications
strategy is to express ‘benefits’ which:
@ Pages and References: p 112 Topic: Marketing communications strategy
a. should restate and consolidate the positioning.
*b. should reinforce what is required by customers and unfulfilled by the competition.
c. gives clear direction in terms of positioning, brand strengths etc.
d. defines the range of communications tools to be used.
17. When PC World help to create consumer demand for the Hewlett Packard computer brand by TV
advertising and direct marketing campaigns, this is often referred to as a
.
Pages and References: p 116 Topic: Planning marketing communications
a. B2B Push Strategy
b. B2B Pull Strategy
*c. B2C Pull Strategy
d. B2C Push Strategy
18. The CAMPAIGN marketing communications planning model© is a summative structure designed to
illustrate the key elements of marketing communications strategy. At its heart the structure of
.
provides a traditional planning framework.
@ Pages and References: p 119 Topic: CAMPAIGN planning framework
a. analysis, product portfolio, implementation and control
b. analysis, positioning, implementation and communication
*c. analysis, planning, implementation and control
d. action, planning, implementation and control
19. Some of the tried and trusted methods for setting budgets are listed below. Which is NOT a method for
estimating likely marketing communications expenditure?
@ Pages and References: p 121 Topic: Setting budgets for marketing communications
*a. Estimated media costs
b. All that you can afford
c. Competitive Parity
d. Experiment and test
20. By far the best method of setting budgets is to assess what changes or reinforcement in target market
behaviour and purchase intentions have to be affected in order to achieve marketing objectives.
@ Pages and References: p 121 Topic: Setting budgets for marketing communications
a. F
*b. T