Advertising and Sales Promotion

621. The move from single sponsor programme support to participation advertising was due primarily to ___________

1. Increasing competition
2. Rising costs
3. Improving technology
4. The need for more varied creative content

622. The presentation of (advertising) stimuli that conflict with an individual's expectations will invariably ___________

1. receive more attention
2. be acted upon
3. be remembered
4. be disregarded

623. The principle of building a border around an idea or story and then presenting a contained and managed view of an issue is known as:

1. Shading
2. Framing
3. Bordering
4. Presenting

624. The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?

1. A payment received for each action
2. A percentage of impressions that results in a click
3. The relative average cost to reach one thousand people
4. A percentage of households tuned to TV

625. The role of advertising is to ___________

1. inform audiences
2. stimulate audiences
3. remind audiences
4. engage audiences

626. The salience interpretation is based upon the premise that advertising works by ___________

1. demonstrating expertise
2. being easily recalled
3. standing out
4. being attractive

627. The To-Go model of advertising works by persuading people to

1. getting a brand talked about
2. create content
3. search, and find out more
4. buy a brand

628. The TV series Madmen is based on the location of many of America's leading advertising agencies:

1. Madeleine Avenue
2. Madover Heights
3. Madison Avenue
4. Madson Square

629. The two main forms of advertising regulation are ___________ / ___________ and ___________/ ___________.

1. Industry Self Regulation and Government Legislation
2. Government Legislation and Industry Self Regulation

630. The Weak theory of advertising was developed by

1. McDonald
2. Strong
3. Lavidge and Steiner
4. Ehrenberg