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Q.1
Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
pull; push
push; pull
pulse; pull
continuity; pulse
pulse; continuity
Q.2
All of the following are important decisions during the process of developing an advertising program EXCEPT which one?
setting advertising objectives
setting the advertising budget
developing advertising strategy
selecting a target market
evaluating advertising campaigns
Q.3
A product in the maturity stage will often require ________ advertising.
informative
comparative
persuasive
reminder
cooperative
Q.4
Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
the affordable method of setting a promotion budget
the competitive-parity method of setting a promotion budget
using humor to capture audience attention and interest
implementing branded entertainment
media planning
Q.5
Product placement in television programs and movies is an example of ________.
branded entertainment
advertainment
lifestyle execution
mood execution
consumer generated content
Q.6
Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________.
message strategy
press relations
press agencies
public relations
a mass market strategy
Q.7
Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.
TRUE
FALSE
Q.8
A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.
direct marketing
integrated marketing
the promotion mix
competitive marketing
target marketing
Q.9
Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?
sales promotion
personal selling
direct marketing
public relations
advertising
Q.10
Which of the following is NOT a factor in the changes occurring in today's marketing communications?
Mass markets have fragmented, and marketers are shifting away from mass marketing.
Improvements in communication technologies are changing how companies and customers communicate with each other.
Companies routinely invest millions of dollars in the mass media.
Mass media no longer capture the majority of promotional budgets.
Consumers are better informed about products and services.
Q.11
Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
communications channels that should be integrated under the concept of integrated marketing communications.
communications channels focused more on narrowcasting than broadcasting
promotional tools used for push strategies but not pull strategies
promotional tools used for pull strategies but not push strategies
promotional tools adapted for use in mass marketing
Q.12
To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________.
advertising agency
marketing communications director
public relations specialist
personal sales force
media buyer
Q.13
Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
mass-market advertising
segmented advertising
sales promotion
public relations
personal selling
Q.14
Metode yang berperan dalam meningkatkan awareness akan produk adalah ...
Taktik Push
Taktik Pull
Taktik Pass
Brandstanding
Q.15
Iklim organisasi yang baik dicirikan dengan ....
keterbukaan, dukungan, dan kenyamanan
kebanggaan pada organisasi dan diri sendiri
keterbukaan, peraturan dan peradaban budaya
otonomi, pembayaran upah sesuai standar, kesuksesan
Q.16
Pernyataan yang TIDAK benar mengenai social marketing adalah.....
Tidak ada barang yang dijual
Mempromosikan ide/gagasan
Bertujuan pada inovasi produk, riset dan pengembangan
berkontribusi pada kesejahteraan sosial dan lingkungan konsumen
Q.17
Local communities merupakan publik yang tinggal
di pusat perusahaan
di sekitar aset perusahaan
di daerah terpencil
di luar target perusahaan
Q.18
Sistem komunikasi dalam employee relations bersifat
Eksternal
Internal
Lokal
Interlokal
Q.19
Kampanye lingkungan hidup dan pemberantasan buta huruf merupakan aktivitas dari ...
Social Marketing
Marketing Public Relations
Sponsorship
Employee Relations
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