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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