1. To formulate marketing communications strategy involves five steps, one of which is not:

Select one:

a. determining marketing communications objectives.

b. assessing marketing communications opportunities.

c. determining the competitors response.

d. analysing the resources available.

2. Which of the following is an example of social contagion?

Select one:

a. A retired man purchases a house in an urban area so that he can socialise with wealthy people.

b. A man purchases an electronic gadget just because it was on sale.

c. A woman buys medicines over the counter that were prescribed by her doctor.

d. A middle-aged woman purchases an anti-wrinkle cream because her colleagues influenced her to try the product

3. Which of the following is true of traditional marketing communications?

Select one:

a. They are very well suited to smaller firms.

b. They focus on a company-to-customer approach.

c. They serve niche markets well

d. They involve campaigns that have an unlimited life.

4. The advertising effectiveness measures most used include:

Select one:

a. sales, awareness and recall.

b. expert testimony.

c. customer feedback.

d. profitability, coupon return and medium.