Advertising and Sales Promotion

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

  1. Informative advertising
  2. Persuasive advertising
  3. Reminder advertising
  4. Demand-driven advertising
Correct answer: (B)
Persuasive advertising

172. Advertising is considered as a ______________ form of communication

  1. Personal
  2. Non personal
  3. Inter personal
  4. Intra personal
Correct answer: (B)
Non personal

173. Advertising research tries to avoid ______________ ads

  1. In effective
  2. Effective
  3. Expensive
  4. Unappealing
Correct answer: (A)
In effective

174. Advertising is an important source of revenue to ______________

  1. Advertisers
  2. Advertising company
  3. Media
  4. Government
Correct answer: (C)
Media

175. The word advertising is means turning of ______________ to something

  1. Desire
  2. Attraction
  3. Attention
  4. Interest
Correct answer: (C)
Attention

176. Incentives offered to the consumer to buy the product is known as

  1. Publicity
  2. Advertisement
  3. Media
  4. Sales promotion
Correct answer: (D)
Sales promotion

177. Another name for a company's marketing communications mix is:

  1. the advertising program.
  2. the sales force.
  3. the image mix.
  4. the promotion mix.
Correct answer: (D)
the promotion mix.

178. The personal presentation by the firm's sales force for the purpose of making sales and building customer relationships is called:

  1. personal selling.
  2. public relations.
  3. direct marketing.
  4. sales promotion.
Correct answer: (A)
personal selling.

179. Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the MOST CORRECT statement.)

  1. costs are too high and profits are too low.
  2. personnel cannot cope with these responsibilities.
  3. marketing communications focus on overcoming immediate awareness, image, or preference problems.
  4. integrated communications do not work in the global environment because of regulations.
Correct answer: (C)
marketing communications focus on overcoming immediate awareness, image, or preference problems.

180. Which of the following promotional tools is thought to be the most expensive to use?

  1. advertising
  2. personal selling
  3. public relations
  4. sales promotion
Correct answer: (B)
personal selling
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