Advertising and Sales Promotion

551. Keller believes brand associations comprise information about three elements. Which of the following is not one of these elements?

1. Brand attitudes
2. Brand benefits
3. Brand performance
4. Brand attributes

552. Littlejohn (1992) identifies four main contexts within which communication occurs. These are

1. interpersonal, group, organisational and interactional communication
2. interpersonal, group, organisational and mass communication
3. interpersonal, group, organisational and linear communication
4. interpersonal, group, organisational and relational communication

553. Magazine performance has remained stable in recent years due to

1. The development of brand values
2. Low cost
3. Their ability to address segmented audiences
4. Multi-page combinations

554. Media audience research

1. Is a highly organised discipline with a worldwide presence
2. Is not necessary for the media planner
3. Is carried out individually by each agency
4. Is the same for traditional and newer media

555. Media planning is carried out through

1. Research and tested formulas
2. An intuitive process
3. Both of the above
4. None of the above

556. Media selections and scheduling decisions associated with delivering advertising constitute a

1. Problem Solving Equation
2. Message Weight
3. Media Kit
4. Media Plan

557. Media strategy is making media decisions based on

1. The client's wishes
2. Understanding customers' wants and needs
3. Whims of the market
4. Brand awareness

558. Messengers perceived to be physically attractive lead to two main outcomes. These ads ___________

1. are more easily recognised and promote positive associations
2. promote strong engagement and improved responses
3. attract more attention and are evaluated more positively
4. stimulate involvement and increased recall

559. Mobile marketers are able to reach audiences

1. Using a 'push' strategy
2. Using a 'pull' strategy
3. In real time
4. All of the above

560. Mobile marketing has innovative ways to reach the consumer. Which of the following is not one of them?

1. Barcode calls-to-action
2. Mobile apps
3. Yellow pages advertising
4. Mobile retail payments