Advertising and Sales Promotion

471. A Boutique agency focuses on which aspect of advertising?

1. Media
2. Retail clients
3. Planning
4. Creativity

472. A graphical representation of the media schedule information is called a

1. A Timetable
2. A Media Plan
3. A Media Flowchart
4. Media Objectives

473. A great deal of advertising is directed towards ___________ of the target audience.

1. Measuring the reaction
2. Changing the perception
3. Generating a response
4. Getting the attention

474. A pitch is a presentation by an agency to a prospective client which outlines how they would approach and resolve:

1. Allocating advertising expenditures
2. Identifying strategic and creative issues
3. Using new media
4. Changing communications methods

475. A post-campaign analysis examines

1. media and digital tear sheets for accuracy
2. costs of magazines per insertion
3. the expenditures made in media and cross-checks them
4. rate cards and costs of broadcast commercials

476. A Pull positioning strategy targets:

1. Distributors
2. End users
3. Suppliers
4. Stakeholders

477. A shift towards a more integrative approach to marketing communications was assisted by;

1. The development of sales promotion methodologies
2. The development of Web 2.0 technologies
3. The development of agency collaboration strategies
4. The development of database technologies

478. According to Tellis (2009) advertising effectiveness can best be improved by changing the;

1. the size of the budget,
2. the content,
3. the frequency of repetition,
4. the amount of advertising

479. According to the Institute of Advertising Practitioners, the hierarchy of objectives consists of;

1. Business, Communication and Intermediate
2. Sales, Intermediate and Defined
3. Business, Behavioural and Intermediate
4. Communication, Behavioural and Sales

480. Activities by brands to associate themselves with an event of some description without paying the premium of being an official sponsor is known as:

1. Ambush marketing
2. Viral marketing
3. Free marketing
4. Social marketing