Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

Direct mail advertising sends messages through

Accepted Answer

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

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

_____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

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

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

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

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

Question 10

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

Accepted Answer

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

Question 11

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

Question 12

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

Accepted Answer

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

Question 13

_____ 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

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

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

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

Exam 4: Advertising and Promotion