Advertising and Sales Promotion 191. ______________ is direct communications with carefully targeted individual consumers to obtain an immediate response.
Personal selling Public relations Direct marketing Sales promotion View answer Correct answer: (C)
192. The shift from ______________ has had a dramatic impact on marketing communications.
Brand management to value management Media manipulation to media control Mass marketing to segmented marketing Mass marketing to global marketing View answer Correct answer: (C)
193. If a company's objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?
Advertising Personal selling Public relations Sales promotion View answer Correct answer: (A)
194. A ______________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is Successful, consumer demand will move the product through the channel.
Push strategy Pull strategy Blocking strategy Integrated strategy View answer Correct answer: (B)
195. All of the following are commonly recognized promotion budget formats EXCEPT:
The affordable method. The LIFO method. The percentage-of-sales method. The objective-and-task method. View answer Correct answer: (B)
196. A specialized institution which offers professionaisled advertising services to company is known as
Advertising Message Media Ad agency View answer Correct answer: (D)
197. The central theme of media planning is ______________
Message dissemination Appeal Media scheduling Media scheduling View answer Correct answer: (A)
198. The large volume of advertising in a society is known as ______________
Advertising clutter Advertising revolution Mass advertising Large scale advertising View answer Correct answer: (A)
199. The strategy that encourages dealers and distributors to sell a product is known as
Push Pull Combination Marketing View answer Correct answer: (A)
200. Publicity s simply defined as a ______________ advertisement
Free Paid Local None of these View answer Correct answer: (A)