Question 1

The most important element of "marketing mix" is

Accepted Answer

A)   The product
B)   The price of the product
C)   The advertising support
D)   A sound distribution networkE) A) and B)
F) B) and D)

Question 2

_______ are directed at a specialized and relatively small-sized target audience such as manufactures.

Accepted Answer

A)   Trade Advertising
B)   Industrial Advertising
C)   Consumer Advertising
D)   Corporate AdvertisingE) A) and C)
F) B) and C)

Question 3

Which one of the following is not a constituent of 'internal public' of any organization?

Accepted Answer

A)   Management cadre of the organization
B)   Workers' representatives of the organization
C)   Secretarial/clerical personnel of the organization
D)   Consumers and consumer groupsE) None of the above
F) A) and C)

Question 4

The first thing a reader notices in a printed advertising is the:

Accepted Answer

A)   Headline
B)   Illustration
C)   Copy
D)   FormatE) A) and D)
F) A) and C)

Question 5

U. S. P. (Unique Selling Proposition)  means:

Accepted Answer

A)   A product that can sell
B)   A feature similar to that of the competitor's product/band
C)   A feature present only in one product/brand
D)   A feature that can not be alteredE) None of the above
F) B) and C)

Question 6

An opportunity to deliver an advertising element to a Website visitor,

Accepted Answer

A)   Snippet
B)   Banner ads
C)   Pop-up ads
D)   Ad requestE) A) and B)
F) B) and C)

Question 7

Which of the following is usually NOT an area of responsibility for people who work in an advertising agency?

Accepted Answer

A)   Research
B)   Creativity
C)   Printing
D)   BuyingE) All of the above
F) B) and C)

Question 8

An account in advertising parlance:

Accepted Answer

A)   The budget earmarked for a campaign
B)   A client
C)   Giving an account of Ad campaign strategy
D)   A report of the account executive to the creative teamE) A) and B)
F) B) and C) B

Question 9

Objective of all advertisements is,

Accepted Answer

A)   Objectivity
B)   Timeliness
C)   Persuasion
D)   InfotainmentE) All of the above
F) None of the above

Question 10

_________________ is direct communications with carefully targeted individual consumers to obtain an immediate response.

Accepted Answer

A)   Personal selling
B)   Public relations
C)   Direct marketing
D)   Sales promotionE) B) and C)
F) A) and D)

Question 11

Corporate advertising concentrates on:

Accepted Answer

A)   Recruitment
B)   Organisational personality
C)   Brand personality
D)   Product personalityE) A) and C)
F) B) and C)

Question 12

________are direct response television commercials which generally include a phone number or website

Accepted Answer

A)   Infomercials
B)   Phone-in programmes
C)   Advocacy ads
D)   Quick response adsE) C) and D)
F) A) and C) A

Question 13

The 'heart and soul' of an Ad. Agency is

Accepted Answer

A)   Media department
B)   Account department
C)   Creative service department
D)   Finance departmentE) A) and B)
F) A) and C) C

Question 14

Three common advertising appeals include

Accepted Answer

A)   Objectivity, timeliness and frequency
B)   Fear, sex, and humour
C)   Guilt, ego and enrichment
D)   Possessiveness, pride and social statusE) All of the above
F) A) and D)

Exam 5: Advertising and Promotion: Understanding the Decision Process and Strategies

The most important element of "marketing mix" is

Correct Answer
verified

_______ are directed at a specialized and relatively small-sized target audience such as manufactures.

Correct Answer
verified

Which one of the following is not a constituent of 'internal public' of any organization?

Correct Answer
verified

The first thing a reader notices in a printed advertising is the:

Correct Answer
verified

U. S. P. (Unique Selling Proposition) means:

Correct Answer
verified

An opportunity to deliver an advertising element to a Website visitor,

Correct Answer
verified

Which of the following is usually NOT an area of responsibility for people who work in an advertising agency?

Correct Answer
verified

An account in advertising parlance:

Correct Answer
verified
B

Objective of all advertisements is,

Correct Answer
verified

_________________ is direct communications with carefully targeted individual consumers to obtain an immediate response.

Correct Answer
verified

Corporate advertising concentrates on:

Correct Answer
verified

________are direct response television commercials which generally include a phone number or website

Correct Answer
verified
A

The 'heart and soul' of an Ad. Agency is

Correct Answer
verified
C

Three common advertising appeals include

Correct Answer
verified

Exam 5: Advertising and Promotion: Understanding the Decision Process and Strategies

The most important element of "marketing mix" is

Correct AnswerverifiedShow Answer

_______ are directed at a specialized and relatively small-sized target audience such as manufactures.

Correct AnswerverifiedShow Answer

Which one of the following is not a constituent of 'internal public' of any organization?

Correct AnswerverifiedShow Answer

The first thing a reader notices in a printed advertising is the:

Correct AnswerverifiedShow Answer

U. S. P. (Unique Selling Proposition) means:

Correct AnswerverifiedShow Answer

An opportunity to deliver an advertising element to a Website visitor,

Correct AnswerverifiedShow Answer

Which of the following is usually NOT an area of responsibility for people who work in an advertising agency?

Correct AnswerverifiedShow Answer

An account in advertising parlance:

Correct AnswerverifiedB

Objective of all advertisements is,

Correct AnswerverifiedShow Answer

_________________ is direct communications with carefully targeted individual consumers to obtain an immediate response.

Correct AnswerverifiedShow Answer

Corporate advertising concentrates on:

Correct AnswerverifiedShow Answer

________are direct response television commercials which generally include a phone number or website

Correct AnswerverifiedA

The 'heart and soul' of an Ad. Agency is

Correct AnswerverifiedC

Three common advertising appeals include

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified
C

Correct Answer
verified