Advertising and Sales Promotion 71. In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the message will be:
Meaningful. Distinctive. Believable. Remembered. View answer Correct answer: (A)
72. The measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is called:
Reach. Frequency. Impact. Performance. View answer Correct answer: (A)
73. Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position?
Newspapers Television Magazines Radio View answer Correct answer: (C)
74. Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT:
Greater pressure to increase sales. More competition and a decline in differentiation of brands. A relaxing of government regulations governing sales promotion. Advertising efficiency has declined. View answer Correct answer: (C)
75. If an advertiser were to give consumers useful articles (imprinted with the advertiser's name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
samples premiums point-of-purchase promotions advertising specialties View answer Correct answer: (D)
76. The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer's agreement to feature the manufacturer's products in some way is called a(n):
discount. allowance. premium. rebate. View answer Correct answer: (B)
77. AIDA refers to the:
Hierarchy of effects model. Broadcast model. Subscription model Internet model. View answer Correct answer: (A)
78. Which tool of the promotional mix is defined as any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor?
Advertising Public relations Direct marketing Sales promotion View answer Correct answer: (A)
79. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?
Advertising Public relations Direct marketing Sales promotion View answer Correct answer: (C)
80. All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:
The higher expense of Web advertising versus traditional advertising. The Internet doesn't build mass brand awareness. The Web's format and quality constraints. Difficulty in achieving advertising-like solutions on the Web. View answer Correct answer: (A)