Which of the following is an example of an advertising platform?
A. posters and leaflets
B. company magazines
C. fairs and trade shows
D. sales presentations
E. continuity programs
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Which of the following is the marketing communications objective for a new-to-the-world product, such as electric cars?
A. enhancing brand awareness
B. developing brand attitude
C. increasing brand purchase intention
D. encouraging repeat purchases
E. establishing category need
When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?
A. developing brand awareness
B. building customer traffic
C. enhancing purchase actions
D. establishing product category
E. enhancing firm image
Which method for establishing the total marketing communications budget sets communication budgets to achieve the same amount of share-of-voice as competitors?
A. comparative-parity method
B. objective-and-task method
C. affordable method
D. competitive-parity method
E. percentage-of-sales method
Creative strategies refer to the ________.
A. way marketers translate their messages into a specific communication
B. amount of creative content in a communications message
C. degree of innovation involved in the marketing of a product
D. novelty of a marketing communication
E. type of medium used to deliver a marketing communication
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