Advertising and Sales Promotion

231. ______________ 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

232. U. S. P.(Unique Selling Proposition) means:

  1. A product that can sell
  2. A feature similar to that of the competitor´s product/band
  3. A feature present only in one product/brand
  4. A feature that can not be altered
Correct answer: (C)
A feature present only in one product/brand

233. Advertising that is usually restricted in size and format and arranged in a group based on the mature of product or service advertised is generally referred to as

  1. Display advertising
  2. Corporate advertising
  3. Classified advertising
  4. Corporative advertising
Correct answer: (C)
Classified advertising

234. Single colour used in an advertisement is called, ______________

  1. Mono colour
  2. Single Print
  3. Spot Colour
  4. Mono Media
Correct answer: (C)
Spot Colour

235. ______________ research is used after the advertising has run and seeks to determine how well consumers remember the advertising message and how persuasive it was.

  1. Market
  2. Strategic
  3. Consumer
  4. Evaluative
Correct answer: (D)

236. The advertising messages are ______________ and ______________

  1. Precise and witty
  2. Responsive and Informative
  3. Persuasive and Productive
  4. Persuasive and Informative
Correct answer: (D)
Persuasive and Informative

237. Advertisements try to discourage young people from using drugs or tobacco or encourage people to adopt safer, healthier lifestyles, are examples of ______________ Ads

  1. Institutional Ads
  2. Informational Ads
  3. Consumer Ads
  4. Impressive Ads
Correct answer: (B)
Informational Ads

238. Advertising has its shortcomings illustrated by which of the following?

  1. Advertising cannot be as persuasive as a company sales person
  2. Advertising is impersonal
  3. Advertising can be extremely expensive when using a multimedia approach
  4. Advertising can only conduct a one-way communication with the audience
Correct answer: (B)
Advertising is impersonal

239. Rational appeals are those that use factual presentations to appeal to which part of the audience's attitudes?

  1. Affective attitudes
  2. Cognitive attitudes
  3. Cultural attitude
  4. All of the above
Correct answer: (B)
Cognitive attitudes

240. The form of advertising in which the purchaser pays only when there are measurable results, is;

  1. Performance-based advertising
  2. Reality marketing
  3. Consumer side advertising
  4. Quick response ads
Correct answer: (A)
Performance-based advertising
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