Deck 4: Advertising and Promotion

Question 1

Direct mail advertising sends messages through

A)Audio
B)Video
C)Mail
D)None of these

Answer 1

Mail

Question 2

Which of the following is more of personal medium of advertisement?

A)Internet Advertisement
B)Broadcast Media
C)Direct Mail Advertising
D)Print Media

Answer 2

Direct Mail Advertising

Question 3

Independent organization of creative people for advertisement and promotional tools are called

A)Advertisement Makers
B)Advertisement Creators
C)Advertisement Developers
D)Advertisement Agency

Answer 3

Advertisement Agency

Question 4

If a company wants to build a good "corporate image," it will probably use which of the following marketing communications mix tools?

A)advertising
B)public relations
C)direct marketing
D)sales promotion

Question 5

Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?

A)advertising
B)personal selling
C)public relations
D)sales promotion

Question 6

The promotion tool that may include coupons, contests, premiums, and other means of attracting consumer attention is best described as being which of the following?

A)advertising
B)personal selling
C)public relations
D)sales promotion

Question 7

A __________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.

A)push strategy
B)pull strategy
C)blocking strategy
D)integrated strategy

Question 8

Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?

A)Push strategy
B)Pull strategy
C)Blocking strategy
D)Integrated strategy

Question 9

Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?

A)Push strategy
B)Pull strategy
C)Blocking strategy
D)Integrated strategy

Question 10

The first step in developing an advertising program should be to:

A)Set advertising objectives.
B)Set the advertising budget.
C)Evaluate advertising campaigns.
D)Develop advertising strategy.

Question 11

Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?

A)to inform
B)to persuade
C)to remind
D)to make profits

Question 12

Keeping consumers thinking about the product is the objective for which type of advertising?

A)Informative advertising.
B)Psychological advertising.
C)Reminder advertising.
D)Persuasive advertising.

Question 13

Determining the promotion budget on the basis of financial availability of capital is characteristic of which of the following budget methods?

A)Affordable method
B)percentage-of-sales method
C)competitive-parity method
D)objective-end-task method

Question 14

_____are vehicles or channels through which the advertising messages are transmitted to target consumers so that the desired action may be induced at the consumer level

A)advertisement media
B)advertisement copy
C)advertising layout
D)teaser advertisements

Question 15

_____ is a plan of presenting the message in a more specific and compact form within the advertising space available to the target consumers

A)advertisement media
B)advertisement copy
C)advertising layout
D)teaser advertisements

Question 16

All of the following methods are used for evaluating advertising effectiveness EXCEPT:

A)Pre- test
B)Post- test
C)Concurrent test
D)Marginal test

Question 17

All of the following methods are considered to be concurrent testing methods EXCEPT:

A)consumer diaries
B)co-incidental surveys
C)readability studies
D)electronic devices

Question 18

The central theme of an advertisement that motivates the consumer to make a purchase decision is?

A)Advertising appeal
B)Advertisement script
C)Slogan
D)Headline

Question 19

The aggregate of all the factors which arouse the needs of customers and guide them in final selection is called?

A)Advertising appeal
B)Advertising media
C)Advertisement
D)Buying motive