Marketing Strategies Quiz

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Questions and Answers

Which of the following is NOT considered a promotional strategy to attract customers?

Coupons

Discounts

Contests

Brand loyalty analysis (correct)

What potential risk is associated with offering constant discounts and promotions?

Enhanced brand loyalty

Attracting new customers

Diluting the brand's value (correct)

Increased customer retention

Which of the following is an example of a method to engage customers that involves action on their part?

Advertising on social media

Taking part in a competition (correct)

Giving away free samples

Offering a subscription service

Which term refers to rewards given to customers for their continuous patronage?

Loyalty programmes (D) Signup and view all the answers

What is a common method used to increase customer interaction with a brand?

Website subscriptions (B) Signup and view all the answers

What is the first component of the 6M Model of marketing communications?

Mission (C) Signup and view all the answers

Which aspect of the 6M Model relates to the financial resources allocated for marketing?

Money (C) Signup and view all the answers

Which of the following is NOT a component of video production?

Studio Lighting (D) Signup and view all the answers

In the context of the 6M Model, what does the 'Media' component refer to?

The channels used to deliver the message (A) Signup and view all the answers

What is a crucial aspect to consider when measuring the effectiveness of a marketing communication campaign?

Adjustment against defined objectives (D) Signup and view all the answers

Which factor is essential for the initial phase of video production?

Storytelling (C) Signup and view all the answers

What is a key benefit of using online and interactive channels for communication?

They facilitate real-time personal interactions (B) Signup and view all the answers

Which of the following best describes the role of 'Message' in the 6M Model?

It details the content and structure of what is communicated (A) Signup and view all the answers

What best exemplifies the concept of ethical media?

Serving the common good and protecting privacy (A) Signup and view all the answers

Which statement accurately represents the differences between social media and legacy media?

Legacy media prohibits fake news; social media does not regulate it. (C) Signup and view all the answers

What does the two-step flow model illustrate?

The dissemination of media messages through opinion leaders (D) Signup and view all the answers

Which factor is not listed as an influence on media?

Weather patterns (C) Signup and view all the answers

In terms of media content, what is considered newsworthy?

Content that is constructed daily by journalists (B) Signup and view all the answers

What is a characteristic feature of new media?

Greater mobility in sending and receiving information (A) Signup and view all the answers

What happens due to the financial influence on media content?

Content usually favors the perspectives of funded sectors (A) Signup and view all the answers

Which of the following best defines the term 'Media as a Global Village'?

Worldwide connections facilitated by media (C) Signup and view all the answers

What is the primary purpose of script development in the production process?

To plan and refine the story (D) Signup and view all the answers

Which of the following is NOT typically considered a non-fiction program?

Drama series (A) Signup and view all the answers

What does the term 'persistence of vision' refer to?

Perception of motion from still images (C) Signup and view all the answers

In what stage of production are special effects added?

Production (D) Signup and view all the answers

Which phenomenon explains the creation of a moving object from alternating states?

Phi phenomenon (C) Signup and view all the answers

What is the main focus of the 'Post-Production' stage in video production?

Editing and soundtracks (B) Signup and view all the answers

Which term describes the biological differences between individuals?

Sex (B) Signup and view all the answers

Which type of program is included in the non-fiction category?

Sports event (C) Signup and view all the answers

What does the term 'newsworthy' imply about a story or event?

It is significant enough to be reported by journalists. (A) Signup and view all the answers

According to the theories on media effects, what does the hypodermic model suggest?

Media messages can lead to direct and uniform effects on the audience. (B) Signup and view all the answers

Which group in the Diffusion of Innovations model tends to be the most skeptical and resistant to change?

Laggards (A) Signup and view all the answers

What role does fact-checking play in journalism?

To verify the accuracy and truthfulness of information. (C) Signup and view all the answers

What does the T.R.U.T.H acronym in journalism stand for?

Timely, Relevant, Unusual, Tension, Human Interest (D) Signup and view all the answers

What is a primary characteristic of journalism as described in the content?

It requires transparency and aims to report objective truth. (A) Signup and view all the answers

Which of the following best describes the role of early adopters in the Diffusion of Innovations model?

They serve as opinion leaders and influence others. (D) Signup and view all the answers

What is the primary concern regarding trustworthiness in journalism?

Trustworthiness ensures reliability and credibility of information. (C) Signup and view all the answers

What does LGBTIQ+ stand for?

Lesbian, gay, bisexual, transgender, intersex, queer (A) Signup and view all the answers

Which gender is disproportionately affected by gender inequality in many societies?

Women (C) Signup and view all the answers

What is a common barrier to women's participation in the workforce?

Inadequate access to mentors (B) Signup and view all the answers

Which of the following best describes stereotyping?

Creating a mental picture based on generalizations (D) Signup and view all the answers

What percentage of individuals in news media are women, according to recent statistics?

25% (C) Signup and view all the answers

What role does media play in shaping social practices?

It helps individuals judge others and themselves (C) Signup and view all the answers

What is a key factor contributing to the persistence of gender inequality?

Historical, cultural, and structural factors (D) Signup and view all the answers

How does advertising typically portray women?

As objects and stereotypes (D) Signup and view all the answers

Study Notes

Aspects of Communication

Media, Culture, and Society:
- Media reflects those who fund them
- Media effects opinions
- Media does not reflect the real world
- Media has responsibilities
- Social media vs. legacy media (e.g., fake news)
- Two-step flow model
- Media as a global village
- Media content includes entertainment, advocacy, advertisement, news, opinion, and more.
- Ethical media promotes solidarity, information rights, common good, and human needs.
Journalism:
- Defined as gathering, assessing, creating, and presenting news and information
- Requires transparency, objectivity, and trust
- Understands news as new facts and events impacting lives
- Journalists verify accuracy and provide context; are witnesses and investigators through experience and patience
Internet and New Media:
- Media infrastructure is changing with technology and consumer behaviour
- Traditional infrastructures are being replaced by digital ones
- Rise of AI, 5G, and streaming services
- Devices like tablets, smartphones, and VR headsets
- Traditional TV/radio are being overtaken by streaming
- Flexibility in media consumption has fundamentally changed audience engagement
Personal Communications:
- Social behavior refers to interactions within society, which shape cultural frameworks
- Media and society are in a reflexive relationship
- Presentations include presenter, audience, and environment
- Communication is more than just talking (body language, appearance)
- Retaining information is best through visual methods
- Public speaking requires understanding your audience, their expectations, and their backgrounds
Marketing Communications:
- Marketing mix includes Product, Place, Price, and Promotion
- Service quality dimensions are tangibles, reliability, responsiveness, assurance, and empathy
- Integrated Marketing Communications (IMC) utilizes tools like personal selling, public relations, direct marketing, sales promotion, advertising, publicity, and online channels
Video Production:
- Video production is similar to cinema but faster and cheaper, ranging from films, to TV shows, to YouTube videos, and more.
- It requires storytelling, organisation, and vision
- Important video factors are location, seating, screen size, and cinematography.
- Fiction vs. Non-Fiction
Film Studies:
- Film's power is in emotional experiences and bringing stories to life
- Short cuts evoke danger, editing affects perspectives and shifts in time, and camera techniques portray time and space.
- The director (film artist) crafts a vision using mise-en-scene (setting, lighting, costumes, makeup), cinematography, and editing, and sound.
- A 12 step process from idea to exhibition
Photography:
- Photography isn't copying; it's interpreting reality
- Camera obscura's principle is light passing through a small opening.
- Photography tools include daguerreotype and calotype processes.
- The Kodak Revolution brought simpler box cameras and roll film.
Digital Games:
- The Components of a Game: material objects, game system, rules, and procedures, and player experience.
- Games have family resemblances.
- Games are voluntary, separate in time, space, uncertain, unproductive, governed by rules, containing make-believe
Visual Art and Design:
- Art is a creative expression that evokes emotion and has aesthetic value.
- Artistic activity encompasses experiences in various contexts, such as cave paintings, as examples of early artistic expression.
- Iconography refers to the use of visual symbols, and culture relates to beliefs, values, and lifestyles.
- Visual cultures are tangible expressions of daily life, including buildings and landscapes.
Communicating with Audio:
- Hertz (Hz) is the unit for measuring frequency, the number of cycles per second.
- Frequency relates to a sound wave's oscillations per second, and higher frequency means higher pitch.
- Dynamic range measures the difference between the softest and loudest sounds
- Equalization (EQ) adjusts audio's frequency components
- Compression changes the distance between the loudest and softest sounds.
Human Communication:
- Human communication is the process of influencing another
- Shannon and Weaver's model illustrates sender-encoder-channel-decoder-receiver
- Includes intrapersonal, interpersonal, and organizational communication methods.
Organizational Communication:
- Organizations comprise bonded persons
- Internal organization functions and management relationships
- External relationships with organizations like suppliers, competitors, and buyers

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Description

Test your knowledge on marketing strategies and communications with this quiz. It covers promotional tactics, customer engagement methods, and the 6M Model of marketing communications. Challenge yourself to identify key concepts and components in modern marketing.