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Designing and ManagingIntegrated Marketing

Communications

Narciso F. Atienza, Jr. MDMay 21, 2010

a

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• 1. Marketing communication is defined as the _______________ of the company.

• ANS: Voice

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• 2. All 8 major modes of communications form _______________________ to build brand equity.

• Ans: Marketing Communications Program

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• 3. The following are examples of major forms of communications except:a. Door to door sales

b. Telepathy

c. Bill boards

d. Launch parties

ANS: b

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4. The communications process has the following phases, excepta. Selective attention

b. Selective distortion

c. Selective retention

d. Selective rejection

• ANS: d

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• 5. In the Hierachy model (micromodel of communications), the affective phase includes:a. Desire

b. Conviction

c. Evaluation

d. Intention

ANS: b

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6. Which is a non-personal mode of communicationa. Media Channel

b. Expert Channel

c. Advocate Channel

d. Social Channe

ANS: a

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7. When Nike used Manny Pacquiao as their brand ambassador (message source), the following criteria were not considered:a. Manny as a 7 division world champion

b. Manny’s reputation as a sports man

c. Manny’s persona as an ambassador in the sports world

d. Manny as a singer.

ANS: d

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8. The following maybe deemed as a questionable ethical mode of advertising in the medical professiona. A surgeon claiming to be the only one capable doing a

procedure.

b. A medical practitioner belonging to a group practice of subspecialists.

c. A group practice advertising their services thru news papers.

d. A surgeon with endorsements from a celebrity persona

ANS: d

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9. The following maybe deemed as unethical modes of advertising in the medical professiona. A surgeon claiming to be the only one capable doing a

procedure.

b. A medical practitioner belonging to a group practice of subspecialists.

c. A group practice adversiting their services thru news papers.

d. A surgeon with endorsements from a celebrity persona

ANS: a

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10. The medical practitioner’s tools in advertising ethically would entail the following:a. Superlatives, such as the best among the rest.

b. Monopoly of services.

c. Listing services available from the practitioner

d. Listing of hospitals/clinics available

ANS: c

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Chapter 17Designing and Managing

Integrated Marketing Communications

Narciso F. Atienza, Jr. MDMay 21, 2010

a