Advertising and Sales Promotion

391. Which of these is not a sales promotion technique?

1. Coupon
2. Questionnaire
3. Bonus pack
4. Loyalty card

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392. The highest possible rate for advertising time or space.

1. Gross rate
2. Consumer rate
3. Ad rate
4. Cost

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393. A/An ______________ made up of the company´s own advertising staff may provide full services or a limited range of services.

1. Intrafirm agency
2. In-house agency
3. Promotional department
4. Full-service agency

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394. One reason for using magazines as an advertising medium is

1. Their ability to target specific audiences
2. The short lead time needed to place an ad
3. Their low cost
4. The lack of noise associated with the use of magazines in the communication channel

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395. An opportunity to deliver an advertising element to a Website visitor,

1. Snippet
2. Banner ads
3. Pop-up ads
4. Ad request

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396. The `hierarchy of human needs´ is a valuable guide in the process of Ad. copy formulation. Who devised it?

1. Abraham H. Maslow
2. Philip Lesley
3. Paul Lazarsfeld
4. Leon Festinger

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397. Most advertising messages are made up of two types of elements. They are

1. Functional and persuasive
2. Expository and persuasive
3. Informational and persuasive
4. Informational and creative

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398. Infomercials often resemble other types of television shows, including

1. Talk shows
2. Live, audience-participation shows
3. News shows
4. All of these

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399. Awareness, ______________, ______________, preference, ______________ and purchase are the stages consumers move through in terms of buyer-readiness.

1. Post-purchase, knowledge, liking
2. Liking, attitude, conviction
3. Knowledge, liking, conviction
4. Knowledge, liking, attitude

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400. Which type of promotional tool is non-public, immediate, customized, and interactive?

1. Segmented advertising
2. Direct marketing
3. Brand contacts
4. Public relations

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