1
The distribution of products, information and promotional benefits to target consumers through interactive communication in a way, which allows response to be measured, is called which of the following?
A) Interactive Marketing
B) Channel Management
C) Direct Marketing
D) Direct Marketing
E) Targeted Marketing
2
A pull strategy involves which of the following?
A) A pull strategy involves an attempt to sell into channel intermediaries (e.g. retailers) and is dependent on personal selling and trade promotions
B) A pull strategy involves bypassing intermediaries to communicate to consumers directly
C) A pull strategy involves a small promotional expenditure at the start of an advertising campaign, however gradually increasing expenditure to improve the longevity of a campaign
D) A pull strategy involves small promotional expenditure throughout the duration of an advertising campaign, due to product unsuitability to advertising campaigns
E) None of the above
3
If a complex technical argument were required, which of the following promotional methods would be the most suitable?
A) Personal selling
B) Advertising
C) Public relations
D) Online marketing
E) Direct Marketing
4
Which of the following is not a part of the communication process model?
A) Feedback
B) Clutter
C) Noise
D) Receiver
E) Source
5
The acronym "AIDA" stands for which of the following?
A) Awareness, Interest, Desire, Action
B) Attention, Idea, Decision, Action
C) Attention, Information, Distinguish, Action
D) Awareness, Intention, Decision, Action
E) None of the above
6
Which of the following is a method for setting the advertising budget?
A) All you can afford
B) Matching competitors expenditure
C) Percentage of sales
D) Objective and task method
E) All of the above are methods for setting advertising budget
7
Which of the following is a criterion used in deciding which types of media should be used?
A) Cost per opportunity
B) Competitive activity
C) Views of retail trade
D) Creative factors
E) All of the above are considered while making a decision
8
Which of the following is used to analyse advertising effectiveness?
A) Sales Measurement
B) Pre-Testing
C) Post-Testing
D) Recall Testing
E) All of the above are used to test advertising effectiveness
9
Direct response advertising differs from traditional advertising because of which of the following reasons?
A) As they use different media vehicles
B) Direct response advertising relies on the hard sell approach
C) As it is designed to elicit a direct response such as an order enquiry or a request for a visit
D) As the average direct response adverts are 30 minutes long whereas traditional advertising is 30 seconds
E) There is no real difference between traditional advertising and direct response advertising
10
"Publicity" is seen to be:
A) More costly than advertising
B) More credible than advertising
C) Less targeted than advertising
D) Less organised than advertising
E) Less influential than advertising
11
Which of the following is the correct order for the seven phases of the selling process?
A) Need & Problem Identification, Preparation, The Opening, Dealing with Objections, Follow-up, Presentation & Demonstration, Closing the Sale,
B) Need & Problem Identification, Preparation, The Opening, Presentation & Demonstration, Dealing with Objections, Closing the Sale, The Follow Up
C) Need & Problem Identification, Preparation, The Opening, Presentation & Demonstration, Dealing with Objections, The Follow Up, Closing the Sale
D) Preparation, The Opening, Presentation & Demonstration, Need & Problem Identification, Dealing with Objections, Closing the Sale, The Follow Up
E) Preparation, The Opening, Need & Problem Identification, Presentation & Demonstration, Dealing with Objections, Closing the Sale, The Follow Up
12
Which of the following is not a qualitative criterion used in the evaluation of a salesforce?
A) Customer relationships
B) Number of sales calls
C) Product knowledge
D) Self-management
E) Being an ambassador for the company