Advertising and Sales Promotion

411. A copywriter is a person who,

1. Writing text for an ad
2. Copying text from other ads
3. Editing the raw text
4. Making an ad meaningful

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412. Advertising offers a reason to buy, sales promotion offers a/an ______________ to buy.

1. Inclination
2. Motive
3. Competitive advantage
4. Incentive

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413. An organisation with a ______________ orientation assumes that customers will resist purchasing products not deemed essential. The job of marketers is to overcome this resistance through personal selling and advertising

1. Production
2. Marketing
3. Relationship
4. Sales

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414. Which of the following is NOT an element of the marketing mix?

1. Distribution
2. Product
3. Target market
4. Pricing

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415. Market expansion is usually achieved by:

1. More effective use of distribution
2. More effective use of advertising
3. By cutting prices
4. All of the above are suitable tactics

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416. An online advertising strategy, which analyse a web page and displaying ads according to the meaning of the content of that site is called;

1. Semantic Ads
2. Syntactical Ads
3. Strategic Ads
4. Semiotic Ads

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417. Who heads the ad team?

1. Creative director
2. Market researcher
3. Copywriter
4. Film director

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418. Who is a media planner ?

1. One who selects the clients
2. One who selects the advertising media
3. One who selects the ad egency
4. One who selects the research team

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419. Corporate strategy is:

1. More specific and practical than marketing strategy
2. Reactive to short-term competitive activity
3. The implementation of plans to achieve long-term aims
4. Decided by functional marketing strategy

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420. ______________ is quoted as "everyone lives by selling something."

1. Bill Gates
2. Robert Louis Stevenson
3. Arthur Miller
4. Henry Ford

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