Advertising and Sales Promotion

241. ______________ is a form of contextual advertising where specific keywords within the text of a web-page are matched with advertising and/or related information units.

1. Matching ad
2. In-text ad
3. Match key ad
4. Key text ad

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242. Cool hunters are the marketing professionals who make observations and predictions in changes of,

1. The market
2. The Consumers
3. Advertising trends
4. New or existing cultural trends

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243. ______________ is a specific coordinated advertising effort on behalf of a particular product or service that extends for a specified period of time.

1. Marketing
2. Campaign
3. Public Relation
4. Product placement

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244. Which is the following statement is false?

1. In choosing media, the advertiser faces both a macro-scheduling and micro-scheduling problem
2. Pulsing calls for advertising for a period, followed by a period with no advertising, followed by a second period of advertising activity
3. Continuity means exposures appear evenly throughout a given period
4. Buyer turnover expresses the rate at which new buyers enter the market

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245. In the relationship marketing firms focus on ______________ relationships with ______________.

1. Short term; customers and suppliers
2. Long term; customers and suppliers
3. Short term; customers
4. Long term; customers

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246. Newsletters, catalogues, and invitations to organisation-sponsored events are most closely associated with the marketing mix activity of:

1. Pricing
2. Distribution
3. Product development
4. Promotion

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247. ______________ is an Internet advertisement that consists of a video played like a TV commercial, usually in a pop-up or pop-under advertisement.

1. Video ad
2. Unicast ad
3. Pop-Up Ad
4. Superstitial ad

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248. What defines PPC (in online arena)?

1. Pay Per Count
2. Per Print Cost
3. Pay Per Click
4. Play Per Click

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249. The individuals in the print media audience who purchase or subscribe to the publication are called;

1. Primary audience
2. Direct consumers
3. Local audience
4. Visible Audience

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250. An individual outlet of an advertising medium, such as a certain magazine or a specific broadcast station or program is called,

1. Ad vehicle
2. Ad spot
3. Ad slot
4. Ad outlet

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