Advertising and Sales Promotion

351. The process of reserving time or time periods with a station or network; checking on available advertising time.

  1. Free time
  2. Cross time
  3. Clear time
  4. Reserved time
Correct answer: (C)
Clear time

352. The ad advised readers to "try your skill at using our cream cheese to create an exciting new recipe and you may be the winner of a trip for two to Hawaii." This ad was promoting a,

  1. Premium
  2. Sweepstakes
  3. Deal
  4. Contest
Correct answer: (D)
Contest

353. The speed with which buyers forget about a brand if advertising is NOT seen is called

  1. Buyer turnover
  2. The frequency rate
  3. The forgetting rate
  4. Brand awareness rate
Correct answer: (C)
The forgetting rate

354. Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are called

  1. Advertorials
  2. Infomercials
  3. Intrusionaries
  4. Advocacy ads
Correct answer: (B)
Infomercials

355. The possible exposure of the advertising message to one audience member,

  1. Impression
  2. Hit
  3. GRP
  4. Exposure rate
Correct answer: (A)
Impression

356. ______________ suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or through a change in behavior.

  1. Responsibility appeal
  2. Fear appeals
  3. Sex appeals
  4. Family appeals
Correct answer: (B)
Fear appeals

357. Information and persuasive content can be combined in the form of an appeal to

  1. Provide a basic reason for the consumer to act
  2. Explain guilt and enrichment
  3. Satisfy hierarchical needs
  4. Include perceptual modifiers and need enhancers
Correct answer: (A)
Provide a basic reason for the consumer to act

358. What two major communication channels do marketers use to convey their product to consumers?

  1. Word-of-mouth and commercials
  2. Personal and non-personal channels
  3. Message source and feedback
  4. Print media and events
Correct answer: (B)
Personal and non-personal channels

359. ______________ define the task that advertising must do with a specific target audience during a specific period of time.

  1. Advertising strategies
  2. Message decisions
  3. Advertising campaigns
  4. Advertising objectives
Correct answer: (D)
Advertising objectives

360. Which one of the following is not a constituent of `internal public´ of any organization?

  1. Management cadre of the organization
  2. Workers´ representatives of the organization
  3. Secretarial/clerical personnel of the organization
  4. Consumers and consumer groups
Correct answer: (D)
Consumers and consumer groups
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