Media Planning

51. An organization can offer standard products at acceptable levels of quality, yet still generate aboveaverage profit margin by adopting _________

1. Differentiation
2. Focus Strategy
3. Cost leadership
4. Market follower strategy

52. Attack the market and defend the position are the prime strategies pursued by a firm with _________ positioning.

1. Market challenger
2. Market Leader
3. Market Follower
4. Market Nicher

53. Clutter is defined as _________

1. Coarse paper stock
2. A promotional tool
3. A faulty broadband connection
4. An overabundance of messages

54. Communication without words:

1. Mass communication
2. Visual Communication
3. Non-Verbal communication
4. None of these

55. Companies are exploring the _________ for communicating their advertising message because of its several attractive features and advantages.

1. television
2. newspaper
3. radio
4. new media

56. Companies employ the elements of the _________ (product concept, target audience, advertising message, and communications media) to devise strategies to achieve advertising objectives.

1. Synergistic approach
2. Creative mix
3. Advertising impression
4. Advertising response curve

57. Complete the following definition of advertising media. The advertising media is a marketing communications umbrella concept that covers _________ to the prospective consumer.

1. Media vehicles
2. Advertising messages
3. Brand
4. Channels

58. Corporate events could be sub-classified into _________ types.

1. two
2. three
3. four
4. five

59. Creating and securing a brand name in the physical world requires extensive marketing. _________.

1. Research
2. strategy
3. effort
4. media

60. Which of the following is not strength of the television medium?

1. Cost Efficient Medium for Reach
2. High Initial Production Cost
3. High Impact and Dynamic Medium
4. High Reach Medium