Advertising and Sales Promotion

671. Which of the following would not be involved in setting media objectives?

1. Reach
2. Low involvement purchase decisions
3. Frequency
4. Geographic

672. Which one of the following is not one of the four main types of spokesperson.

1. critics
2. chief executive officers
3. experts
4. celebrities

673. Which online marketing tool is still the most frequent used?

1. Banner
2. Pay per Click
3. SEM
4. E-mail marketing

674. Who from the following list claims this as a definition of a brand "a cluster of values that enables a promise to be made about a unique and welcomed experience."

1. Riezebos (2003)
2. de Chernatony (2009)
3. Schmitt (1999)
4. Keller (2008)

675. Who from the following list claims this as a definition of a brand A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

1. Riezebos (2003)
2. The American Marketing Association
3. Keller (2008)
4. Assael (1990)

676. Who has been described as the 'Father of Modern Advertising'?

1. David Ogilvy
2. Sir John Hegarty
3. Sir Martin Sorrel
4. Bill Bernbach