1) There are two approaches to marketing communications. They are: a) advertisements and personal selling b) personal selling and public relations c) direct response and event marketing d) outbound and inbound marketing 2) Which of the following is not an on-line marketing tool? a) Websites b) Newspaper advertising c) Search engine marketing d) Affiliate marketing 3) A __________ is any situation in which a customer comes into contact with a brand or company. a) tangible contact b) touch point c) stimulus d) response centre 4) ____________ is when interested consumers find the product and its messaging by using online techniques that marketers facilitate. a) Mobile marketing b) Out-of-home marketing c) Inbound marketing d) Outbound marketing 5) ___________ reaches consumers while they are in transit and is about an organization, good, service, or idea by an identified sponsor. a) Paid media b) Out-of-home advertising c) Advertising d) Earned media 6) What variable are advertisers interested in when they try to maximize the number of people who see their ads? a) Frequency b) Target audience c) Reach d) Engagement 7) Research shows that __________ ads are most effective in increasing brand awareness and purchase consideration. a) TV b) Radio c) Mobile d) Internet 8) _____________ is a communications tool that provides short term incentives to generate interest in a product or cause and encourages purchase or support. a) Sales Promotion b) Publicity c) Mass advertising d) Public relations 9) _____________ promotions are short term promotional tools used to generate support with wholesalers, distributors and retailers. a) Consumer b) Personal c) Trade d) User generated 10) ____________ are price reductions supplied via mail in exchange for proof of purchase. a) Bonus packs b) Premiums c) Rebates d) Coupons

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