Advertising and Sales Promotion

311. Advertising that is set in small type and arranged according to categories or interests

  1. Display ads
  2. Classified ads
  3. Testimonial ads
  4. Banner ads
Correct answer: (B)
Classified ads

312. The first printed advertisements were single sheets, printed on one side, that today would be called

  1. Fliers
  2. Barrages
  3. Flights
  4. Brochures
Correct answer: (A)
Fliers

313. Sampling is an appropriate strategy for which type of products?

  1. Products which are classified as shopping goods
  2. Products in the decline stage of their product life cycle
  3. Commodity products like salt, sugar, and baking soda
  4. products which are in the introductory stage of the product life cycle
Correct answer: (D)
products which are in the introductory stage of the product life cycle

314. Which of the following statements about newspapers as an advertising medium is true?

  1. Newspapers have excellent local reach potential
  2. National companies rarely use newspapers except in conjunction with local distributors of their products
  3. Color reproduction is not very good
  4. All of the above
Correct answer: (D)
All of the above

315. Action advertising is also termed as,

  1. Quick response advertising
  2. Direct response advertising
  3. Advocacy advertising
  4. Short term advertising
Correct answer: (B)
Direct response advertising

316. Three commonly used trade promotions are

  1. Coupons, rebates, and discounts
  2. Allowances and discounts, cooperative advertising, and training of distributor's sales forces
  3. Cooperative advertising, merchandise allowances, and points-of-purchase displays
  4. Allowances and discounts, consumer promotions, and merchandise allowances
Correct answer: (B)
Allowances and discounts, cooperative advertising, and training of distributor's sales forces

317. Frequency is defined as the

  1. Number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program
  2. Total number of times an advertisement is broadcast on network and cable television or radio
  3. Number of times an advertisement must be shown before a given percentage of the audience can recall key points of information
  4. Average number of times a person in the target audience is exposed to an advertisement
Correct answer: (D)
Average number of times a person in the target audience is exposed to an advertisement

318. Gross rating points (GRPs) are

  1. Reach multiplied by frequency
  2. Reach multiplied by rating
  3. Rating multiplied by frequency
  4. Cost divided by reach
Correct answer: (A)
Reach multiplied by frequency

319. Advertising agencies were first developed for, and still serve, the purpose of

  1. Increasing the amount of research and decision-making clients need to do
  2. Mystifying ad purchasing so that clients do not attempt it on their own
  3. Pushing clients to make rapid decisions
  4. Simplifying and speeding the purchasing of ads for their clients
Correct answer: (D)
Simplifying and speeding the purchasing of ads for their clients

320. What is the name of the promotional tool aimed at building good relations with a company and its publics?

  1. Publicity
  2. Public relations
  3. Advertising
  4. Promotion
Correct answer: (B)
Public relations
Page 32 of 68