Advertising and Sales Promotion

531. Fame campaigns work by ______________

1. Getting talked about and making waves
2. Featuring popular celebrities and being likeable
3. Being easily remembered for its creative content
4. Featuring strong product attributes

532. Feldwick (1996) suggests brand equity is a composite of:

1. Brand association, strength, and dominance
2. Brand future, weight, and description
3. Brand value, strength, and description
4. Brand value, strength, and relationships

533. For gaming measurement, which measurement method is not used?

1. SOA
2. CPC
3. CTR
4. CPM

534. Frequency is defined as?

1. All possible exposures to a target audience
2. The total number of duplicated exposures
3. The number of times a reader is exposed to a message
4. Three exposures to the target audience

535. Goal-directed behaviour by online and mobile users that is satisfied (by a web site) is more likely to

1. Change behaviour
2. Make people want to return to a site
3. Create word-of-mouth conversations
4. Maintain positive brand associations

536. Gross impressions means

1. The standard for a communication message to have an impact on the consumer
2. All possible exposures to a given medium at a given time
3. Both 1 and 2 above
4. The percentage of the target audience exposed to a message

537. Grounds for acceptability of advertising include consideration of which of the following:

1. Credibility
2. Legality
3. Decency
4. Honesty

538. Heath's 'Low Attention Processing Model', was previously referred to as;

1. the Low Attitude Processing Model
2. the Low Engagement Processing Model
3. the Low Involvement Processing Model
4. the Low Participation Processing Model

539. How many commercial messages are we thought to encounter each day?

1. 5000
2. 100
3. 1000
4. 3000

540. Identify one reason media choices have become more difficult in recent years

1. Segmentation
2. Internet is used more frequently than any other medium
3. Newspapers now use colour
4. Satellite radio has come on the scene