Question
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
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.
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