Designing and Managing Integrated Marketing Communications Narciso F. Atienza, Jr. MD May 21, 2010  a
<ul><li>1. Marketing communication is defined as the _______________ of the company. </li></ul><ul><li>ANS: Voice  </li></ul>
<ul><li>2. All 8 major modes of communications form _______________________ to build brand equity. </li></ul><ul><li>Ans: ...
<ul><li>3. The following are examples of major forms of communications except: </li></ul><ul><ul><li>a. Door to door sales...
<ul><li>4. The communications process has the following phases, except </li></ul><ul><ul><li>a. Selective attention </li><...
<ul><li>5. In the Hierachy model (micromodel of communications), the affective phase includes: </li></ul><ul><ul><li>Desir...
<ul><li>6. Which is a non-personal mode of communication </li></ul><ul><ul><li>a. Media Channel </li></ul></ul><ul><ul><li...
<ul><li>7. When Nike used Manny Pacquiao as their brand ambassador (message source), the following criteria were not consi...
<ul><li>8. The following maybe deemed as a questionable ethical mode of advertising in the medical profession </li></ul><u...
<ul><li>9. The following maybe deemed as unethical modes of advertising in the medical profession </li></ul><ul><ul><li>a....
<ul><li>10. The medical practitioner’s tools in advertising ethically would entail the following: </li></ul><ul><ul><li>a....
Chapter 17 Designing and Managing Integrated Marketing Communications Narciso F. Atienza, Jr. MD May 21, 2010  a
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Designing and Managing Integrated Marketing Communications

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Chapter 17

  1. 1. Designing and Managing Integrated Marketing Communications Narciso F. Atienza, Jr. MD May 21, 2010 a
  2. 2. <ul><li>1. Marketing communication is defined as the _______________ of the company. </li></ul><ul><li>ANS: Voice </li></ul>
  3. 3. <ul><li>2. All 8 major modes of communications form _______________________ to build brand equity. </li></ul><ul><li>Ans: Marketing Communications Program </li></ul>
  4. 4. <ul><li>3. The following are examples of major forms of communications except: </li></ul><ul><ul><li>a. Door to door sales </li></ul></ul><ul><ul><li>b. Telepathy </li></ul></ul><ul><ul><li>c. Bill boards </li></ul></ul><ul><ul><li>d. Launch parties </li></ul></ul><ul><ul><li>ANS: b </li></ul></ul>
  5. 5. <ul><li>4. The communications process has the following phases, except </li></ul><ul><ul><li>a. Selective attention </li></ul></ul><ul><ul><li>b. Selective distortion </li></ul></ul><ul><ul><li>c. Selective retention </li></ul></ul><ul><ul><li>d. Selective rejection </li></ul></ul><ul><li>ANS: d </li></ul>
  6. 6. <ul><li>5. In the Hierachy model (micromodel of communications), the affective phase includes: </li></ul><ul><ul><li>Desire </li></ul></ul><ul><ul><li>b. Conviction </li></ul></ul><ul><ul><li>c. Evaluation </li></ul></ul><ul><ul><li>d. Intention </li></ul></ul><ul><ul><li>ANS: b </li></ul></ul>
  7. 7. <ul><li>6. Which is a non-personal mode of communication </li></ul><ul><ul><li>a. Media Channel </li></ul></ul><ul><ul><li>b. Expert Channel </li></ul></ul><ul><ul><li>c. Advocate Channel </li></ul></ul><ul><ul><li>d. Social Channe </li></ul></ul><ul><ul><li>ANS: a </li></ul></ul>
  8. 8. <ul><li>7. When Nike used Manny Pacquiao as their brand ambassador (message source), the following criteria were not considered: </li></ul><ul><ul><li>a. Manny as a 7 division world champion </li></ul></ul><ul><ul><li>b. Manny’s reputation as a sports man </li></ul></ul><ul><ul><li>c. Manny’s persona as an ambassador in the sports world </li></ul></ul><ul><ul><li>d. Manny as a singer. </li></ul></ul><ul><ul><li>ANS: d </li></ul></ul>
  9. 9. <ul><li>8. The following maybe deemed as a questionable ethical mode of advertising in the medical profession </li></ul><ul><ul><li>a. A surgeon claiming to be the only one capable doing a procedure. </li></ul></ul><ul><ul><li>b. A medical practitioner belonging to a group practice of subspecialists. </li></ul></ul><ul><ul><li>c. A group practice advertising their services thru news papers. </li></ul></ul><ul><ul><li>d. A surgeon with endorsements from a celebrity persona </li></ul></ul><ul><ul><li>ANS: d </li></ul></ul>
  10. 10. <ul><li>9. The following maybe deemed as unethical modes of advertising in the medical profession </li></ul><ul><ul><li>a. A surgeon claiming to be the only one capable doing a procedure. </li></ul></ul><ul><ul><li>b. A medical practitioner belonging to a group practice of subspecialists. </li></ul></ul><ul><ul><li>c. A group practice adversiting their services thru news papers. </li></ul></ul><ul><ul><li>d. A surgeon with endorsements from a celebrity persona </li></ul></ul><ul><ul><li>ANS: a </li></ul></ul>
  11. 11. <ul><li>10. The medical practitioner’s tools in advertising ethically would entail the following: </li></ul><ul><ul><li>a. Superlatives, such as the best among the rest. </li></ul></ul><ul><ul><li>b. Monopoly of services. </li></ul></ul><ul><ul><li>c. Listing services available from the practitioner </li></ul></ul><ul><ul><li>d. Listing of hospitals/clinics available </li></ul></ul><ul><ul><li>ANS: c </li></ul></ul>
  12. 12. Chapter 17 Designing and Managing Integrated Marketing Communications Narciso F. Atienza, Jr. MD May 21, 2010 a

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