Marketing Commucations Exam Questions! Trivia Quiz

Public relations involves building good relationships with various stakeholders of a company, including employees, customers, other firms, the government, and media. This is achieved through obtaining favorable publicity, creating a positive corporate image, and effectively managing and addressing any unfavorable rumors, stories, or events. Public relations is a strategic communication process that aims to maintain and enhance the reputation of a company, while also promoting understanding and goodwill among its publics.

AIDA is a popular marketing model that outlines the steps a consumer goes through when making a purchase decision. The correct answer is "Attention, Interest, Desire, and Action." This model suggests that in order to successfully sell a product or service, a marketer must first grab the consumer's attention, then generate interest in the offering, create a desire for it, and finally lead the consumer to take action, such as making a purchase.

Advertising refers to any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. It involves using various media channels to reach a target audience and create awareness, generate interest, and persuade potential customers to take a desired action, such as making a purchase or engaging with a brand. Advertising is a crucial marketing tool that helps businesses communicate their messages effectively and promote their offerings in a competitive marketplace.

Reach refers to the measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. It indicates the overall number of individuals who have been reached by the advertisement, regardless of whether they have taken any further action or converted into customers. It helps businesses understand the extent of their ad campaign's exposure and potential audience reach.

The correct answer is Advertising Standards Council of India. ASCI is an organization that promotes responsible advertising in India. They ensure that advertisements are truthful, ethical, and not misleading to consumers. They also handle complaints and disputes related to advertising.

The correct answer is advertising, public relations, sales promotion, personal selling, and direct-marketing. The promotion mix refers to the various tools and techniques that a company uses to promote and communicate its products or services to the target audience. Advertising involves using paid media channels to reach a large audience. Public relations focuses on managing the company's image and reputation through media relations, events, and communication strategies. Sales promotion includes short-term incentives to encourage sales, such as discounts or special offers. Personal selling involves face-to-face interactions with potential customers. Direct marketing involves reaching out to customers directly through channels like email, direct mail, or telemarketing.

Frequency refers to the measure of how many times the average person in the target market is exposed to the message. It indicates the number of times the target audience is reached by the advertising message within a given time period. This measurement helps marketers understand the level of repetition needed to effectively communicate their message to the intended audience. By determining the frequency, marketers can plan and optimize their advertising campaigns to ensure that the message is delivered with sufficient repetition to create impact and generate desired outcomes.

Surrogate advertising is the correct answer because it refers to the form of advertising that is used to promote banned products, such as cigarettes and alcohol, by disguising them as another product. This allows companies to indirectly advertise their banned products by promoting a different product that they are legally allowed to advertise. It is a way for these companies to maintain brand awareness and visibility without violating the regulations that prohibit direct advertising of these banned products.

The 5 Ms of advertising are mission, money, message, media, and measurement. Mission refers to the overall objective or goal of the advertising campaign. Money represents the budget allocated for the campaign. Message refers to the content or information being conveyed to the target audience. Media refers to the channels or platforms used to deliver the message to the audience. Measurement involves evaluating the effectiveness and impact of the advertising campaign through various metrics and analytics.

When setting the advertising budget, two important factors to consider are the product life cycle and market share. The product life cycle refers to the stages a product goes through from introduction to decline, and different stages require different levels of advertising investment. Market share, on the other hand, indicates the percentage of total sales a company has in a particular market, and a higher market share may require more advertising to maintain or increase it. Therefore, considering the product life cycle and market share helps determine the appropriate advertising budget for a company.

A creative brief is a document used by creative professionals and agencies to outline the objectives, requirements, and specifications for developing creative deliverables such as visuals, designs, copies, advertisements, websites, and more. It serves as a guide and reference for the creative team to understand the project's goals, target audience, messaging, and desired outcomes. The brief helps ensure that the final creative work aligns with the client's vision and effectively communicates the intended message.

Opinion leaders are individuals within a reference group who possess special skills, knowledge, personality, or other characteristics that enable them to exert social influence on others. They are seen as experts or authorities in their respective fields and are highly regarded by their peers. Their opinions and recommendations hold significant weight and can shape the attitudes, beliefs, and behaviors of others within the group.

IMC, or Integrated Marketing Communications, emphasizes the importance of identifying all the touchpoints where customers interact with the company and its brands. These touchpoints are referred to as "brand contacts." This term encompasses any form of communication or interaction that a customer may have with the company's brands, such as advertising, social media, customer service, packaging, and more. By recognizing and managing these brand contacts effectively, companies can ensure a consistent and cohesive brand experience for their customers.

The characteristics of integrated marketing communications are coherence, consistency, continuity, and complementary. Coherence refers to the messages and strategies being aligned and connected. Consistency means that the messages are uniform and in harmony across different channels and platforms. Continuity implies that the communication efforts are ongoing and sustained over time. Complementary means that different communication elements work together to create a unified and cohesive message. These characteristics are essential for effective integrated marketing communications, as they ensure that the messages are clear, impactful, and reinforce each other.

The correct answer is "picture, headline, copy and signature". In an advertisement message, a picture is often included to catch the viewer's attention and make the message more visually appealing. The headline is used to grab the reader's attention and convey the main message of the advertisement. The copy refers to the written content of the advertisement, which provides more information about the product or service being advertised. Lastly, the signature is included to provide contact information or a call to action for the viewer.