Question 1

Global digital advertising has been steadilyincreasingonly declining slightly in 2020 during the global COVID pandemic.

True

False

2.

Question 2

Promotion follows the value creation process.

True

False

3.

Question 3

Which one of these is NOT noise in communication?

Competing messages

A message not properly decoded

Different fields of experience

Barriers to effective communication

4.

Question 4

What is Not a goal of marketing communication strategies?

Sell more advertising

To lead to a positive behavioral outcome

Optimize consumer engagement

Ensure consumers engage emotionally

5.

Question 5

When you want to move consumer from the evaluation to the purchase decision stage, promotion is more effective than television advertising.

True

False

6.

Question 6

Which stages of the product life cycle is the most cost effective in terms of promotion?

Growth

Maturity

Introduction

Decline

7.

Question 7

What has NOT led to fragmentation in communication?

The changing communication environment

Increased internal communication tools

Fragmentation in the marketplace

Increased segmentation

8.

Question 8

Public relations is less expensive than advertising, but you would ________.

Have less trusted messaging.

Higher costs

Not have editorial control

Lose some credibility

9.

Question 9

A sales promotion is only applied for a predetermined, limited period.

False

True

10.

Question 10

One of the strengths that is attributed to digital marketing is the ability to________.

reduce fragmentation in communication

Reach a massive general audience

precisely communicate between encoder and decoder, eliminating noise.

acquire precise, targeted data.