Principles of Marketing Communication

Select the TWO limitations of Radio Advertising:

Which is not a type of brand/product placement?

Jack Davidson owns a chain of bookstores. He has limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience. Jack should use ___________ advertising.

An example of cause-related marketing is a car company ______________.

Interstitials are ads that appear in a separate window that materialises on the screen while a selected web page is loading.

A modern selling philosophy is often referred to as _____________.

The net present value of the profit that a company stands to realise on the average new customer during a given number of years is known as ______________.

Marketing Communication can only be brand to person.

Sales promotions are designed to _____________.

Anne is asked by a market researcher to tell him the particular thoughts and feeling she has about UWS libraries. A particular thought or feeling that comes to Anne’s mind is known ___________.

Brands can be positioned to appeal to functional needs, which is the basis of the HEM model

Which of these is an example of a metaphor?

A certain manufacturer describes its products as ‘the BMW of swimming pools’. In this advertising message, the relationship between the car and the pool is a type of _________.

Peripheral cues may play a more important role than message arguments in determining the outcome of a persuasive effort.

The concept of meaning transfer suggests that marketing communicators attempt to transfer meaning from the culturally constituted world to their brand. Which of the following is not a good illustration of meaning transfer?

Which of the following statements reflects the cognitive attitude component?

The Roy Morgan Values Segment, ‘Something Better’, refers to the pattern of behaviours most often associated with people wanting visible success stories. true

Aspects of consumers’ lifestyles such as their activities, interests and opinions comprise ______________.

The Roy Morgan ‘_____________’ consumer segment describes those who represent the core of Australia.

Kim is asked to make a contribution to the Leukemia Foundation. She asks how much other people are giving and ends up giving that amount. She has used the _______ tool of influence. reciprocation

Buying mum a bottle of perfume for Mother’s Day represents an example of high-involvement decision-making process that is best described as ‘feel, act and do’.

The line “I came in like a wrecking ball” is:

An allegory is:

It is between the two extreme models of consumer behaviour, the HEM model and the CPM model, where you will find the bulk of consumer behaviour.

The HEM deals with emotions in pursuit of feelings, fun and fantasy

Margaret Stephens notices a television commercial because of its loud music. This is an example of ____________.

According to the CPM, consumer behaviour is seen as _______________.

Select the correct answer that describes the central route of ELM.

Peripheral cues may play a more important role than message arguments in determining the outcome of a persuasive effort.

Which of these sources of brand information, that have not been provided by marketers, can customers use when researching which brand to buy.

Persuasion is an effort by a marketing communicator to influence the consumer’s attitude and behaviour in a manner that benefits the communicator.

An example of an appeal to an individual’s functional needs might be ___________.

Which of the following statements reflects the affective attitude component?

Brands perform a critical strategic role by providing a key means for differentiation one company’s offering from those of competing brands.

Marketers are allocating a greater proportion of their marketing communications budget to interactive social media and reducing spending on some mass media platforms.

One of the most important outcomes of Marketing Communication is to increase ______________.

What are the two dimensions of Brand Knowledge?

A form of person-to-person communication would be _____________.

Jenny enters a jeweller’s shop to look at watches, but she is unfamiliar with some of the brands. The salesperson told her that they were all Swiss-made, meaning they were made in Switzerland, which is know worldwide for the quality of the timepieces produced there. From which source are these brands leveraging their brand meaning?

IMC starts with profiling the _______________.