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Designing and Managing Integrated Marketing Communications

Designing and Managing Integrated Marketing Communications

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  • 1. Designing and Managing Integrated Marketing Communications Narciso F. Atienza, Jr. MD May 21, 2010 a
  • 2.
    • 1. Marketing communication is defined as the _______________ of the company.
    • ANS: Voice
  • 3.
    • 2. All 8 major modes of communications form _______________________ to build brand equity.
    • Ans: Marketing Communications Program
  • 4.
    • 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
  • 5.
    • 4. The communications process has the following phases, except
      • a. Selective attention
      • b. Selective distortion
      • c. Selective retention
      • d. Selective rejection
    • ANS: d
  • 6.
    • 5. In the Hierachy model (micromodel of communications), the affective phase includes:
      • Desire
      • b. Conviction
      • c. Evaluation
      • d. Intention
      • ANS: b
  • 7.
    • 6. Which is a non-personal mode of communication
      • a. Media Channel
      • b. Expert Channel
      • c. Advocate Channel
      • d. Social Channe
      • ANS: a
  • 8.
    • 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
  • 9.
    • 8. The following maybe deemed as a questionable ethical mode of advertising in the medical profession
      • a. 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
  • 10.
    • 9. The following maybe deemed as unethical modes of advertising in the medical profession
      • a. 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
  • 11.
    • 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
  • 12. Chapter 17 Designing and Managing Integrated Marketing Communications Narciso F. Atienza, Jr. MD May 21, 2010 a