Advertising and Sales Promotion

521. Divergence dimensions of advertising creativity include which of the following:

1. Artistic value
2. Originality
3. Flexibility
4. Synthesis

522. Duhan and Sandvik (2009) present an article in the International Journal of Advertising which examines the relationships between which of the following:

1. Agencies and advertisers
2. Agencies and media owners
3. Agencies and consumers
4. Agencies and researchers

523. Early ideas about integrated marketing communications were based on;

1. Manufacturing
2. Airports
3. Farming
4. Orchestras

524. Editors of travel sections in the Sunday press and television presenters of travel programmes can influence the decisions of prospective travellers through ___________

1. experience
2. their peer network
3. their lack of qualifications
4. their formalised knowledge

525. Effective strategic development at all levels needs to be based on the setting of clear and detailed:

1. Objectives
2. Targets
3. Analysis
4. Plans

526. El-Murad and West (2004) present a paper in the Journal of Advertising Research which examines which of the following:

1. Advertising message appeals
2. Creating effective advertising
3. Copywriting and art direction
4. Defining advertising creativity

527. Emerging technologies will continue to influence consumer behaviour in the future by enabling

1. Consumer-centricity
2. Relevance filtering
3. Newspapers
4. Measurement

528. Engagement seeks to generate one two main types of response ___________

1. Brand Equity and Brand Response
2. Brand Values and Brand Response
3. Brand Happiness and Brand Response
4. Brand Values and Brand Activation

529. ESP stands for

1. emotional selling promise
2. emotional selling process
3. emotional selling proposition
4. editorial selling promise

530. Extensive local penetration and coverage is indicative of

1. Magazines
2. Newspapers
3. Online Advertising
4. Social Media