Advertising and Sales Promotion MCQs

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Attitudes toward a brand result from a combination of __________________ attitude-formation processes.






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A strength of radio advertising is ________________






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In a _________________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerabl...






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Marketers can enhance the consumers’ ability to access knowledge structures by ________________






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All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as ______________________






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A detergent that advertises how clean it gets clothes is appealing to the ___________________ consumer need






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Which of the following is NOT a requirement for setting advertising objectives?






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The ______________________ component of attitudes focuses on behavioral tendencies






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The process of translating thought into a symbolic form is known as _____________________






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Margaret Stephens notices the television commercial because of the loud sounds. This is an example of ______________________






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By definition, _______________ simply means that consumers come in contact with the marketer’s message.






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Which one of the following is the greatest obstacle to implementing integrated marketing communications?






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According to the HEM, consumer behavior is seen as _______________________






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The first step of the objective-and-task method is ____________________






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Which value is derived from the need for variety and achieving an exciting life?






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A good copy-testing system needs to provide measurements that are _______________________






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The concept of effective reach states that fewer exposures to advertisements are required _________________________






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Laddering is a marketing research technique that has been developed to identify links between ___________________________






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Which of the following is NOT a problem with television advertising?






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The premise underlying geodemographic targeting is that people who _____________________ also share demographic and lifestyle similarities.






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A(n) ____________________ advertising objective is aimed at achieving communication outcomes that precede behavior.






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Using sex appeal can generally _______________________






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In general, the single-voice, or synergy principle, involves selecting a specific __________________________ for a brand.






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The advertising budget procedure used most frequently is the _______________________ method.






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A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the _______________...






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At what stage of the PLC (Product Life Cycle) can a higher price usually be charged?






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Questions such as: "What ads do you remember seeing yesterday?" are an example of what type of post-test?






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Intermediaries make the flow of products from producers to buyers possible by performing three basic functions:






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If, after buying a product, the customers is anxious about the choice she/he made, this is called:






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The store carries a mix of automotive, outdoor, sporting, and decoration goods as well as house wares. What term would describe its product line?






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Selecting target markets means using criteria such as cost of reach the segment and ______________:






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The main reasons a firm segments its markets are:






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Selling brand-name products at lower than regular price is:






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One of the following is NOT a criteria when forming segments:






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Any paid form of non personal communication about an organization, good, service or idea by an identified sponsor is called:






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Risk taking, transporting and grading. Professional managed and centrally coordinated marketing channels designed to achieve channel economies and max...






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All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as:...






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Norms and expectations about the way people do things in a specific country are referred to as:






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The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called:






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Another name for a company’s marketing communications mix is:






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Although the promotion mix is the company’s primary communication activity, the ______________ must be coordinated for greatest communication i...






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IMC, as presented in the text and in context with promotion, stands for:






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The communications process should start with:






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






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






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______________ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.






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Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EX...






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When Avis positioned itself against market-leading Hertz by claiming, "We’re Number two, so we try harder," it was using which of the following...






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The word advertising is means turning of ______________ to something.






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An appeal is the ______________ of an advertisement






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The series of action to attain media objectives is ______________






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The ads which are beyond the consciousness of the audience are______________






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Merchandise allowance is a ______________ technique






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The space and time for advertisement are bought from ______________






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Advertising is subject to ______________






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






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Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?...






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______________ fragmentation has resulted in media fragmentation.






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If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of ad...






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The most logical budget setting method is found in the list below. Which is it?






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In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the me...






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The measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is called:






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Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position?






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Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT:






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If an advertiser were to give consumers useful articles (imprinted with the advertiser’s name) as gifts (such a pen or calendar), which of the ...






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The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer’s agreement ...






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AIDA refers to the:






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Which tool of the promotional mix is defined as any paid form of non personal presentation and promotion of ideas, goods, or services by an identified...






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All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:






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






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The promotional tool that marketers tend to underuse or use only as an afterthought Is best described as being which of the following?






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A specific communication task to be accomplished with a specific target audience During a specific period of time is called an:






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After determining its advertising objectives, a company next sets its ______________ for each product.






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The sense of attraction created by an ad is known as ______________






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______________ fill the communication gap between manufactures and consumers






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If a company gives false message to the customers, it is known as______________






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The inner urge that prompts a person to buy a product is known as






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Ads which are below the entry of conscious mind is known as ______________






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Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?






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For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:






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If a company’s objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely...






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Which of the following strategies is usually followed by b2b companies with respect to promotion strategy?






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Building selective demand is the objective of which type of advertising?






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According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:






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Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT: ...






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______________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.






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All of the following are benefits of a standardization policy in global advertising EXCEPT:






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If a retailer were to offer the consumer a "two for one" deal in purchasing merchandise, which of the following sales promotional techniques would hav...






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_____________ is a major promotion function whose objective is to build good relations with the company’s various publics.






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All of the following would be considered to be major public relations tools EXCEPT:






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The ______________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the compan...






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There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be...






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Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired ...






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Which of the following promotional tools can reach many prospects who otherwise Avoid salespeople and is received as news rather than as a sales-direc...






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






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






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An ad to persuade customers to buy a Product is known as ______________






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______________ appeal relates to psychological need of a person






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Exposure of an ad to sample jury of prospective buyers is






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Communication activities which provide incentives to customer is known as