Advertising and Sales Promotion

441. The most important element of "marketing mix" is

1. The product
2. The price of the product
3. The advertising support
4. A sound distribution network

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442. The first thing a reader notices in a printed advertising is the:

1. Headline
2. Illustration
3. Copy
4. Format

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443. Which among them is not a function of advertising;

1. Eliminate seasonal fluctuations
2. Creates confidence in quality
3. Balancing consumers´ budget
4. Increase in per-capita use

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444. The research which enables an ad agency to better understand how consumers use a product or service is, ______________

1. Evaluative Research
2. Strategic research
3. Target Research
4. Consumer Research

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445. Which among them is not a function of advertising;

1. Increase sales
2. Increase in per-capita use
3. Increase the annual income of the consumer
4. Eliminate seasonal fluctuations

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446. Identify the theory not considered as theories of advertising;

1. Stimulus Response Theory
2. The Starch Model
3. DAGMAR Model
4. Cultivation Theory

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447. What are the major advantages of an effective integrated advertising campaign?

1. Impact
2. Precision of message
3. Cultivation of customer relationships
4. All of the above

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448. Copy testing is a specialized field of marketing research that determines an ad´s effectiveness among consumers. It is also known as,

1. Post-testing
2. Copy tasting
3. Pre-testing
4. Primary testing

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449. ______________ are established to influence government policy, corporate policy or public opinion.

1. Marketing Group
2. Persuasive Group
3. Lobby Group
4. Agenda setting Group

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450. ______________ is an advertising strategy in which low-cost unconventional means are utilized to convey or promote a product or an idea.

1. Guerrilla Marketing
2. Alternate Marketing
3. Bandwagon
4. Heartstrings

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