Advertising and Sales Promotion

291. ______________ or out of home advertising is a broad category including many creative and unexpected forms to grab

  1. Billboard advertising
  2. TV advertising
  3. Place advertising
  4. Point of purchase advertising
Correct answer: (C)
Place advertising

292. The selection of appropriate media is based upon which of the following factors?

  1. Nature of the product
  2. Media habits of target consumers
  3. Cost
  4. All of the above
Correct answer: (D)
All of the above

293. An online ad which moves across the user's screen or floats above the content is,

  1. Pop-up Ad
  2. Banner Ad
  3. Expanding Ad
  4. Floating ad
Correct answer: (D)
Floating ad

294. According to Maslows Hierarchy of Needs theory, the need for fulfilment, for realizing one´s own potential, and for fully using one´s talents and capabilities are examples of ______________ needs.

  1. Self-actualization
  2. Physiological
  3. Social
  4. Esteem
Correct answer: (A)
Self-actualization

295. ______________ are generic terms describing the most common forms of online advertising, the 468x60 image or rich media ad displayed at the top of many commercial web sites.

  1. Banner Ads
  2. Floating Ads
  3. Pop-ups
  4. Flash ads
Correct answer: (A)
Banner Ads

296. The number or percentage of individuals or households that are exposed to a medium or to an advertising campaign is termed as;

  1. Ad rate
  2. Coverage
  3. Exposure
  4. Bleed
Correct answer: (B)
Coverage

297. The consistent preference and /or purchase of one brand in specific product is called:

  1. Brand Consistency
  2. Brand Loyalty
  3. Brand Coverage
  4. Objectivity
Correct answer: (B)
Brand Loyalty

298. In an ad campaign, the researchers evaluate the promotion effort while it is running in the market place. This process is called;

  1. Concept testing
  2. Market Analysis
  3. Concurrent Testing
  4. Consumer Evaluation
Correct answer: (C)
Concurrent Testing

299. Which of the following statements are not true of market challengers?

  1. They often direct their competitive activity at smaller firms
  2. They tend to use penetration pricing strategies as a way of expanding their existing business
  3. They carry out flanking activities
  4. They have a vested interest in the status quo
Correct answer: (D)
They have a vested interest in the status quo

300. When an international seller sells a plant, equipment, or technology to another country and agrees to take payment in the resulting products, it is called:

  1. Barter
  2. Buy-back
  3. Counter purchase
  4. Like-value exchange
Correct answer: (B)
Buy-back
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