Advertising and Sales Promotion

201. Consumer survey conducted throughout ad campaign is known as

1. Consumer jury method
2. Tracking study
3. One to one interview
4. None of these

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202. 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 most directly concerned with Internet commerce?

1. advertising
2. public relations
3. direct marketing
4. sales promotion

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203. 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

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204. Which of the following promotional tools is often the most effective tool at certain stages in the buying process, particularly in building up buyers' preferences, convictions, and actions?

1. advertising
2. personal selling
3. public relations
4. sales promotion

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

1. Push strategy
2. Pull strategy
3. Blocking strategy
4. Integrated strategy

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206. ______________ is used heavily when introducing a new product category.

1. Persuasive advertising
2. Inferential advertising
3. Reminder advertising
4. Informative advertising

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207. Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?

1. Affordable method
2. Percentage-of-sales method
3. Competitive-parity method
4. Objective-and-task method

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208. In terms of execution styles, which type of advertising makes no claim about the product except to suggest that the product is part of such feelings as love or beauty?

1. Slice of life
2. Lifestyle
3. Mood or imagery
4. Personality symbol

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209. If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following mass media types?

1. Newspapers
2. Television
3. Direct mail
4. Radio

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210. A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs is called a(n):

1. Marketing control group.
2. Product services unit.
3. Advertising agency.
4. Situation consultant.

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