Advertising and Sales Promotion

181. No matter which form of direct marketing might be used by a promotional manager, all of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?

  1. nonpublic
  2. immediate
  3. producer controlled
  4. interactive
Correct answer: (C)
producer controlled

182. Some of the earliest traces of what could be called advertising were found in:

  1. Colonial new york.
  2. 16th century england.
  3. 2nd century china.
  4. Ancient rome.
Correct answer: (D)
Ancient rome.

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

  1. Informative advertising.
  2. Psychological advertising.
  3. Reminder advertising.
  4. Persuasive advertising.
Correct answer: (C)
Reminder advertising.

184. The first step in using the objective-and-task promotional budgeting method is to:

  1. Define specific advertising tools that can be afforded.
  2. Analyze competitive budgets for perceived weaknesses.
  3. Calculate last year's sales percentages.
  4. Define specific objectives.
Correct answer: (D)
Define specific objectives.

185. In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising?

  1. Slice of life
  2. Lifestyle
  3. Mood or imagery
  4. Personality symbol
Correct answer: (A)
Slice of life

186. The measure of how many times the average person in the target market is exposed to the message is called:

  1. Reach.
  2. Frequency.
  3. Impact.
  4. Performance.
Correct answer: (B)
Frequency.

187. To be effective, ads should have some form of pattern (given that more than one ad is going to be used). If an advertiser were to schedule ads evenly over a given period of time, this pattern would be called:

  1. Pulsing.
  2. Flow.
  3. Rollout.
  4. Continuity.
Correct answer: (D)
Continuity.

188. Which type of sales promotion uses free samples, coupons, and rebates?

  1. Consumer promotion
  2. Trade promotion
  3. Sales force promotion
  4. Place promotion
Correct answer: (A)
Consumer promotion

189. Manufacturers direct most of their sales promotional dollars toward which of the following groups?

  1. consumers
  2. retailers and wholesalers
  3. lobbyists
  4. publics such as shareholders
Correct answer: (B)
retailers and wholesalers

190. All of the following would be considered to be functions performed in public relations EXCEPT:

  1. Press relations.
  2. Public affairs.
  3. Bribery (when necessary).
  4. Lobbying.
Correct answer: (C)
Bribery (when necessary).
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