Advertising and Sales Promotion

651. Which medium is often referred to as 'junk mail'?

1. Newspaper inserts
2. Direct Mail
3. Television
4. Yellow Pages

652. Which of the following activities are pre requisites for successful positioning?

1. Market research
2. Context analysis
3. Market segmentation
4. Target marketing

653. Which of the following are considered by Zablah et al., (2010) to be a dimension of brand performance.

1. Brand preference
2. Brand consciousness
3. Brand sensitivity
4. Brand importance

654. Which of the following are online advertising methods through which advertisers attempt to drive traffic to Internet sites

1. CPC
2. SEO
3. Banner
4. CPM

655. Which of the following concepts may enter into media buying negotiations?

1. Rate cards
2. Preferred position
3. Volume buys
4. All of the above

656. Which of the following is not a dimension of psychosocial meaning, as determined by Aaker (1997)?

1. Sophistication
2. Competence
3. Ruggedness
4. Charm

657. Which of the following is not a recognised brand category

1. Audience
2. Source
3. Geography
4. Product

658. Which of the following is not a recognised IPA approach to integration?

1. Advertising-led integration
2. Participation-led
3. Brand idea-led orchestration
4. Action-led

659. Which of the following is not a recognised method of setting advertising budgets?

1. Competitive parity
2. Share of market
3. Share of voice
4. Percentage of gross margin

660. Which of the following is not a recognised type of advertising

1. Agency
2. Message
3. Source
4. Place