Advertising and Sales Promotion

611. The ELM proposes that there are two main routes to attitude change. These are

1. central and peripheral routes
2. central and internal routes
3. internal and external routes
4. external and peripheral routes

612. The estimated number of people an advertisement reaches is called

1. Metrics
2. Subscriptions
3. Impressions
4. Newsstand Purchases

613. The first advertising agencies appeared in the ___________ century.

1. 19th
2. 17th
3. 4th
4. 20th

614. The focus of an employer brand rests with communication with both current and prospective employees of an organisation. The goal is to ___________

1. reinforce company values
2. develop feelings and behaviours that develop the reputation
3. minimise the presence of deviant information
4. improve efficiency

615. The funnel metaphor in the consumer decision-making process is fading because

1. It fails to account for brand awareness
2. It fails to account for consumer engagement in digital media
3. It fails to account for consumers at the wide end of the funnel
4. It fails to account for paid-media push marketing

616. The holy grail of communications is an agency’s ability to offer clients

1. a single point from which all of their integrated communication needs can be met.
2. a single point from which all of their strategic needs can be met.
3. a single point from which all of their planning needs can be met.
4. a single point from which all the best creative process are located

617. The industry body responsible for monitoring advertising of alcoholic products is called:

1. Diageo Group
2. Portman Group
3. Drink Aware
4. Alcohol Concern

618. The Interactional model of communication attempts to assimilate the variety of ___________ acting upon the ___________ process. These include the ___________ people give to communications received from people and machines.

1. responses, influences, communication
2. influences, communication, responses
3. communication, influences, responses

619. The main levels of organisational strategy are:

1. Tactical
2. Competitive
3. Corporate
4. Functional

620. The media planner's task is challenging because it must typically

1. Have knowledge of traditional as well as emerging and converging forms of media
2. Watch much TV
3. Monitor all social sites
4. Know everything about newspapers