Advertising and Sales Promotion 21. A(n) ____________________ advertising objective is aimed at achieving communication outcomes that precede behavior.
precise planned indirect direct operational View answer Correct answer: (C)
22. Using sex appeal can generally _______________________
Lure attention Enhance recall Evoke emotional responses all of the above Only a and b View answer Correct answer: (C)
23. In general, the single-voice, or synergy principle, involves selecting a specific __________________________ for a brand.
positioning statement marketing mix pricing strategy advertising budget none of the above View answer Correct answer: (A)
24. The advertising budget procedure used most frequently is the _______________________ method.
percentage-of-sales arbitrary allocation marginal cost competitive parity None of the above. View answer Correct answer: (E)
25. A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the __________________________ method.
percentage-of-sales arbitrary allocation objective-and-task competitive parity affordability View answer Correct answer: (D)
26. At what stage of the PLC (Product Life Cycle) can a higher price usually be charged?
Introduction or Growth Maturity Decline R&D Era View answer Correct answer: (A and B)
27. Questions such as:"What ads do you remember seeing yesterday?" are anexample of what type of post-test?
Aided recall Unaided recall Inquiry test Attitude test. View answer Correct answer: (B)
28. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions:
Production, transmission and display Assorting, storing and sorting Transactional, logistical and facilitation Buying sorting and financing View answer Correct answer: (C)
29. If, after buying a product, the customers is anxious about the choice she/he made, this is called:
Post purchase behavior Cognitive dissonance Comparative tension Buyers’ dissatisfaction. View answer Correct answer: (B)
30. The store carries a mix of automotive, outdoor, sporting, and decoration goods as well as house wares. What term would describe its product line?
Complexity Breadth Depth Richness View answer Correct answer: (B)