Advertising and Sales Promotion

601. Target audiences should perceive communications and associated cues as:

1. Relevant, likeable, timely and of value.
2. Detailed, realistic, manageable and measurable.
3. Memorable, humorous, creative and simple
4. Structured, interesting, viable and understandable.

602. The 'flighting' media schedule is

1. A hybrid strategy of scheduling
2. A continuous pattern of messaging
3. An intermittent pattern of high activity and low activity
4. Intermittent, intense activity within a continuous pattern

603. The 'Opportunity buy'

1. Is negotiated in advance of the broadcast season
2. Occurs one-quarter in advance of the airdate
3. Occurs when time and space is bought last minute
4. None of the above

604. The AAR Group helps advertisers to:

1. Evaluate advertising effectiveness
2. Find an advertising agency
3. Set advertising budgets
4. Manage relationships with agencies

605. The acronym TRP stands for

1. Target Rating Point
2. Target Relieve Project
3. Thousands of Rating Points
4. Gross Rating Points

606. The ASA specify that no advertisement aimed at children should 'contain anything likely to result in children's ___________, ___________ OR ___________harm'.

1. physical, mental, moral harm
2. moral harm, physical, mental
3. mental, moral harm, physical

607. The body that regulates advertising in the UK is:

1. ASI
2. AAR
3. ASS
4. ASA

608. The Committee of Advertising Practice (CAP) covers ___________ advertising, ___________ promotion and ___________ marketing. Complete blanks

1. direct, non-broadcast, sales
2. sales, direct, non-broadcast,
3. non-broadcast, sales, direct

609. The core model of communication has been criticised for its

1. oversimplification, and potential for media corruption
2. oversimplification, and potential for information deviance.
3. negligence of people in the process, and potential for media corruption
4. negligence of media in the process, and potential for information deviance

610. The dimensions used on the vertical axis of the FCB Grid is

1. Ad response-Brand Response
2. Strong-Weak Attractiveness
3. Think-Feel
4. High-Low Involvement