Module 2 Mock Exam

Question 1

A typical communications goal is to create a favorable impression by projecting coherent messages on an ongoing basis across organizational - marketing and ………… communications.

Choose one of the following to complete the sentence:

MANAGEMENT
BROADCAST
EVENTS

Answer 1

MANAGEMENT

Question 2

Consumers are now more informed and connected than ever before. What are their main characteristics?

Choose TWO of the following:

THEY FOLLOW A LINEAR BUYING PROCESS
THEY FIND THE INFORMATION THEY NEED
THEY MOVE AT A PREDEFINED PACE
THEY BUY ON A DEVICE THEY WANT

Answer 2

THEY FIND THE INFORMATION THEY NEED

THEY BUY ON A DEVICE THEY WANT

Question 3

Which two methods of research are typically used to create a customer journey?

Choose TWO of the following:

APPLIED
CORRELATION
ANECDOTAL
ANALYTICAL

Answer 3

ANECDOTAL

ANALYTICAL

Question 4

Which of the following quantitative research types is guided by a hypothesis that needs to be proven or disproved?

Choose one of the following:

CORRELATIONAL
CASUAL COMPARATIVE
EXPERIMENTAL

Answer 4

EXPERIMENTAL

Question 5

Which primary strength of traditional communication channels is missing from the image shown?

Choose one of the following:

IT HAS PERSONALIZATION FEATURES
IT HAS A PROVEN TRACK RECORD
IT CAN BE EASILY AUTOMATED

Answer 5

IT CAN BE EASILY AUTOMATED

Question 6

Which area of the Kellers brand equity model represents the brand response step of brand equity?

Choose ONE of the correct section from the image shown:

RESONANCE
JUDGEMENTS & FEELINGS
PERFORMANCE & IMAGERY
SALIENCE

Answer 6

JUDGEMENTS & FEELINGS

Question 7

Match the constraints of a marketing plan on the left with the correct analysis on the right:

CUSTOMER ‘PEST’ ANALYSIS
COMPANY MARKET SEGMENTS RESEARCH
CONTEXT ‘SWOT’ ANALYSIS

Answer 7

CUSTOMER MARKET SEGMENTS RESEARCH
COMPANY ‘SWOT’ ANALYSIS
CONTEXT ‘PEST’ ANALYSIS

Question 8

Match the parameters of marketing on the left with the correct features on the right:

PRODUCT DISCOUNTS
PRICE WARRANTY
PLACE MESSAGE
PROMOTION LOGISTICS

Answer 8

PRODUCT WARRANTY
PRICE DISCOUNTS
PLACE LOGISTICS
PROMOTION MESSAGE

Question 9

Match the marketing communication agency types on the left with the correct marketing methods on the right:

ABOVE THE LINE OUTDOOR ADVERTISING
THROUGH THE LINE PUBLIC RELATIONS
BELOW THE LINE MOBILE MARKETING

Answer 9

ABOVE THE LINE OUTDOOR ADVERTISING
THROUGH THE LINE MOBILE MARKETING
BELOW THE LINE PUBLIC RELATIONS

Question 10

Match the key stages of communications planning on the left with the correct factors on the right:

MISSION ADVERTISING FREQUENCY
MONEY COMMUNICATION IMPACT
MESSAGE ADVERTISING OBJECTIVES
MEASUREMENT SOCIAL RESPONSIBILITY REVIEW

Answer 10

MISSION ADVERTISING OBJECTIVES
MONEY ADVERTISING FREQUENCY
MESSAGE SOCIAL RESPONSIBILITY REVIEW
MEASUREMENT COMMUNICATION IMPACT