Question 1

Direct mail advertising sends messages through

Accepted Answer

Direct mail advertising involves sending promotional materials or items directly to the homes or offices of potential customers through the mail.

Question 2

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

Accepted Answer

Direct Mail Advertising is considered a more personal medium of advertisement because it allows marketers to send tailored messages directly to individuals, often using personal information to customize the message, making it more relevant and personal to the recipient.

Question 3

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

Accepted Answer

Advertisement Agency is the correct term for an independent organization of creative people that specializes in the creation, planning, and handling of advertising and other forms of promotion and marketing for its clients.

Question 4

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

Accepted Answer

Public relations is primarily focused on building and maintaining a positive corporate image and managing the company's reputation.

Question 5

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

Accepted Answer

Advertising is often criticized for being impersonal and only allowing for one-way communication, as it does not typically allow for direct interaction or feedback from the target audience.

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?

Accepted Answer

Sales promotion includes various tactics like coupons, contests, premiums, and other strategies specifically designed to attract consumer attention and stimulate sales. These are short-term incentives to encourage the purchase or sale of a product or service.

Question 7

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

Accepted Answer

A push strategy involves using the sales force and trade promotion to push the product through the distribution channels to the end consumer, focusing on promoting products to wholesalers, distributors, and retailers to sell to their customers.

Question 8

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

Accepted Answer

B2C companies typically use a pull strategy, aiming to create demand at the consumer level and encouraging them to request the product from retailers, thus 'pulling' the product through the distribution channel.

Question 9

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

Accepted Answer

B2B companies typically use a push strategy, focusing on direct selling and personal relationships to push their products through the distribution channels to the end customer.

Question 10

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

Accepted Answer

Setting advertising objectives is the first step in developing an advertising program, as it defines the goals and purpose of the advertising efforts, guiding all subsequent decisions.

Question 11

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

Accepted Answer

The primary advertising objectives classified by purpose are to inform, persuade, and remind. Making profits is a broader business goal, not a direct advertising objective.

Question 12

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

Accepted Answer

Reminder advertising is designed to keep the product or brand in the minds of consumers, ensuring they remember it when making purchasing decisions.

Question 13

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

Accepted Answer

The affordable method bases the promotion budget on the amount of money a company has available or what it thinks it can afford, rather than on specific marketing objectives or market opportunities.

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

Accepted Answer

Advertisement media are the channels or vehicles through which advertising messages are delivered to the target audience to induce a desired action.

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

Accepted Answer

The answer of _____ is a plan of presenting the...

Question 16

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

Accepted Answer

Marginal test is not a recognized method for evaluating advertising effectiveness. Pre-tests, post-tests, and concurrent tests are all established methods used to assess the impact and effectiveness of advertising campaigns before, during, and after they run, respectively.

Question 17

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

Accepted Answer

Readability studies are not considered concurrent testing methods because they focus on assessing the ease with which text can be read and understood, typically before a product or service is fully launched or implemented. Concurrent testing methods, on the other hand, involve collecting feedback or data on a product or service at the time of its use or consumption.

Question 18

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

Accepted Answer

Advertising appeal is the central theme or idea of an advertisement that is designed to motivate consumers to make a purchase decision by appealing to their emotions, needs, or interests.

Question 19

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

Accepted Answer

Buying motive refers to the combination of factors that influence a customer's decision to purchase a product or service. These factors include psychological, emotional, and rational reasons that drive the consumer's buying behavior and guide them in making their final selection.

Quiz 4: Advertising and Promotion