Advertising and Sales Promotion

581. Procter & Gamble employ what kind of model to agency management?

1. AML
2. SAL
3. BAL
4. PIL

582. Psychographic profiles would include

1. The post code of the consumer
2. The generation to which the consumer belongs
3. The lifestyle habits, attitudes and values of the consumer
4. None of the above

583. Radio is often referred to as:

1. Surround Sound
2. The Theatre of the Absurd
3. The Theatre of the Mind
4. Mindful Theatre

584. Reach is defined as?

1. The total number of duplicated exposures
2. The Number of times a reader is exposed to a message
3. Insufficient exposure to the target audience
4. The total number of unduplicated exposures

585. Recent thinking has shown that feelings and emotions shape our thoughts, at all times. This means that advertising might;

1. be effective when integrated
2. be effective through mere exposure
3. be effective through a high level of exposure
4. be effective through high frequency exposure

586. Reinforcement campaigns work by ______________________:

1. Developing new behaviours
2. Reinforcing existing behaviour
3. Changing behaviour
4. Reminding about product attributes

587. Richards and Curran (2002) labelled the definition ‘Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.’ as a ___________

1. proposed definition
2. classic definition
3. current definition
4. retrospective definition

588. Rossiter and Bellman (2005) present the link between deontological and teleological ethical theories as a two part principle based on what?

1. Legislation
2. Creativity
3. Identity
4. Truth

589. Schramm (1955) determined that communication consisted of a series of core, essentially sequential activities. These are:

1. encoding, understanding, and decoding
2. sourcing, encoding, and decoding
3. encoding, signal, and decoding
4. encoding, decoding, and feedback

590. Shimp (2010) identifies that although advertisers aim for their ads to be creative, they also need them to ___________ in the memory of the receiver. Complete blank:

1. Remain
2. Stick
3. Stay
4. Hold