Advertising and Sales Promotion

501. Clients have responded to the environmental developments and industry concentration by

1. undertaking their advertising in-house
2. doing nothing
3. centralising their own communications needs into a single agency
4. demanding single-stop shopping

502. Clutter is defined as

1. An overabundance of messages
2. Coarse paper stock
3. A faulty broadband connection
4. A promotional tool

503. Collectivist cultures emphasise ___________.

1. group skills and outcomes
2. good group membership and participation
3. group outcomes and cohesion
4. group identity and performance

504. Colley's DAGMAR principles relate to which method of setting advertising budgets

1. Share of Voice
2. Percentage of Sales
3. Objective and task
4. Affordability

505. Who would normally be responsible for developing the creative brief in an advertising agency?

1. Media planner
2. Account planner
3. Account executive
4. Creative partnership

506. Complete the following statement which argues the IPA's approach to planning- A ___________ approach to planning how a ___________ engages it's ______________________

1. holistic/brand/audience
2. brand/audience/holistic
3. audience/holistic/brand

507. Complete the following statement: ___________ is a critical component of ___________ advertising effectiveness as it ___________ how consumers in different countries and regions perceive advertising.

1. Culture/International/influences
2. Culture/influences/International
3. International/influences/Culture

508. Contemporary media planning is based on precision, ___________ and the creation of opportunities to act and shape behaviour

1. Knowledge
2. Frequency
3. Response time
4. Reach

509. Contemporary online ads can be placed automatically in contextually relevant web locations. This serves to improve;

1. Targeting
2. Effectiveness
3. Profitability
4. Learning

510. Cost per impressions (CPI) can be applied to

1. Text links
2. Social media
3. Email
4. Web banners