Advertising and Sales Promotion

21. A(n) ____________________ advertising objective is aimed at achieving communication outcomes that precede behavior.

  1. precise
  2. planned
  3. indirect
  4. direct
  5. operational
Correct answer: (C)
indirect

22. Using sex appeal can generally _______________________

  1. Lure attention
  2. Enhance recall
  3. Evoke emotional responses
  4. all of the above
  5. Only a and b
Correct answer: (C)
Evoke emotional responses

23. In general, the single-voice, or synergy principle, involves selecting a specific __________________________ for a brand.

  1. positioning statement
  2. marketing mix
  3. pricing strategy
  4. advertising budget
  5. none of the above
Correct answer: (A)
positioning statement

24. The advertising budget procedure used most frequently is the _______________________ method.

  1. percentage-of-sales
  2. arbitrary allocation
  3. marginal cost
  4. competitive parity
  5. None of the above.
Correct answer: (E)
None of the above.

25. A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the __________________________ method.

  1. percentage-of-sales
  2. arbitrary allocation
  3. objective-and-task
  4. competitive parity
  5. affordability
Correct answer: (D)
competitive parity

26. At what stage of the PLC (Product Life Cycle) can a higher price usually be charged?

  1. Introduction or
  2. Growth
  3. Maturity
  4. Decline
  5. R&D Era
Correct answer: (A and B)
Introduction or Growth

27. Questions such as:"What ads do you remember seeing yesterday?" are anexample of what type of post-test?

  1. Aided recall
  2. Unaided recall
  3. Inquiry test
  4. Attitude test.
Correct answer: (B)
Unaided recall

28. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions:

  1. Production, transmission and display
  2. Assorting, storing and sorting
  3. Transactional, logistical and facilitation
  4. Buying sorting and financing
Correct answer: (C)
Transactional, logistical and facilitation

29. If, after buying a product, the customers is anxious about the choice she/he made, this is called:

  1. Post purchase behavior
  2. Cognitive dissonance
  3. Comparative tension
  4. Buyers’ dissatisfaction.
Correct answer: (B)
Cognitive dissonance

30. The store carries a mix of automotive, outdoor, sporting, and decoration goods as well as house wares. What term would describe its product line?

  1. Complexity
  2. Breadth
  3. Depth
  4. Richness
Correct answer: (B)
Breadth
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