Advertising and Sales Promotion 51. ______________ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.
Advertising Public relations Sales promotion Direct marketing View answer Correct answer: (D)
52. Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:
Setting advertising objectives. Setting the advertising budget. Setting procedures for an advertising culture audit. Developing advertising strategy. View answer Correct answer: (C)
53. When Avis positioned itself against market-leading Hertz by claiming, "We're Number two, so we try harder," it was using which of the following forms of advertising?
Informative advertising Psychological advertising Reminder advertising Comparative advertising View answer Correct answer: (D)
54. The word advertising is means turning of ______________ to something.
Desire Attraction Attention Interest View answer Correct answer: (C)
55. An appeal is the ______________ of an advertisement
Theme Image Color Information View answer Correct answer: (A)
56. The series of action to attain media objectives is ______________
Media planning Media strategy Media selection Media buying View answer Correct answer: (A)
57. The ads which are beyond the consciousness of the audience are______________
Subliminal Obscene Misleading Appealing View answer Correct answer: (A)
58. Merchandise allowance is a ______________ technique
Consumer promotion Trade promotion Sales force promotion Media promotion View answer Correct answer: (B)
59. The space and time for advertisement are bought from ______________
Advertising agency Media Customer Manufacturer View answer Correct answer: (B)
60. Advertising is subject to ______________
Social norms Group norms Company norms None of these View answer Correct answer: (A)