Advertising and Sales Promotion

191. ______________ is direct communications with carefully targeted individual consumers to obtain an immediate response.

  1. Personal selling
  2. Public relations
  3. Direct marketing
  4. Sales promotion
Correct answer: (C)
Direct marketing

192. The shift from ______________ has had a dramatic impact on marketing communications.

  1. Brand management to value management
  2. Media manipulation to media control
  3. Mass marketing to segmented marketing
  4. Mass marketing to global marketing
Correct answer: (C)
Mass marketing to segmented marketing

193. 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 choose which of the following promotion forms?

  1. Advertising
  2. Personal selling
  3. Public relations
  4. Sales promotion
Correct answer: (A)
Advertising

194. A ______________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is Successful, consumer demand will move the product through the channel.

  1. Push strategy
  2. Pull strategy
  3. Blocking strategy
  4. Integrated strategy
Correct answer: (B)
Pull strategy

195. All of the following are commonly recognized promotion budget formats EXCEPT:

  1. The affordable method.
  2. The LIFO method.
  3. The percentage-of-sales method.
  4. The objective-and-task method.
Correct answer: (B)
The LIFO method.

196. A specialized institution which offers professionaisled advertising services to company is known as

  1. Advertising
  2. Message
  3. Media
  4. Ad agency
Correct answer: (D)
Ad agency

197. The central theme of media planning is ______________

  1. Message dissemination
  2. Appeal
  3. Media scheduling
  4. Media scheduling
Correct answer: (A)
Message dissemination

198. The large volume of advertising in a society is known as ______________

  1. Advertising clutter
  2. Advertising revolution
  3. Mass advertising
  4. Large scale advertising
Correct answer: (A)
Advertising clutter

199. The strategy that encourages dealers and distributors to sell a product is known as

  1. Push
  2. Pull
  3. Combination
  4. Marketing
Correct answer: (A)
Push

200. Publicity s simply defined as a ______________ advertisement

  1. Free
  2. Paid
  3. Local
  4. None of these
Correct answer: (A)
Free
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