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MBA Advertising and Sales Promotion Mcq Set 2

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1. 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):




2. AIDA refers to the:




3. 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?




4. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?




5. All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:




6. Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?




7. The promotional tool that marketers tend to underuse or use only as an afterthought Is best described as being which of the following?




8. A specific communication task to be accomplished with a specific target audience During a specific period of time is called an:




9. After determining its advertising objectives, a company next sets its ______________ for each product.




10. The sense of attraction created by an ad is known as _____




11. ______ fill the communication gap between manufactures and consumers




12. If a company gives false message to the customers, it is known as________




13. The inner urge that prompts a person to buy a product is known as




14. Ads which are below the entry of conscious mind is known as ______




15. Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?




16. Which of the following major promotional tools use press relations, product publicity, corporate communications, lobbying, and public service to communicate information?




17. For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:




18. All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:




19. 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?




20. The promotional tool that marketers tend to underuse or use only as an afterthought is best described as being which of the following?




21. Which of the following strategies is usually followed by b2b companies with respect to promotion strategy?




22. Building selective demand is the objective of which type of advertising?




23. According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:




24. In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:




25. Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:




26. _______ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.




27. All of the following are benefits of a standardization policy in global advertising EXCEPT:




28. If a retailer were to offer the consumer a "two for one" deal in purchasing merchandise, which of the following sales promotional techniques would have been used?




29. _____ is a major promotion function whose objective is to build good relations with the company's various publics.




30. All of the following would be considered to be major public relations tools EXCEPT:




31. The ______________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.




32. There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?




33. __________ fragmentation has resulted in media fragmentation.




34. Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the MOST CORRECT statement.)




35. Which of the following promotional tools can reach many prospects who otherwise Avoid salespeople and is received as news rather than as a sales-directed communication?




36. Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?




37. The first step in developing an advertising program should be to:




38. Keeping consumers thinking about the product is the objective for which type of advertising ?




39. An ad to persuade customers to buy a Product is known as ____




40. _______ appeal relates to psychological need of a person




41. Exposure of an ad to sample jury of prospective buyers is




42. Communication activities which provide incentives to customer is known as




43. The central theme of media planning is _______




44. The message designed to motivate customers to purchase is known as




45. Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?




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




47. Two major factors are changing the face of today's communications. One of these factors is the fact that:




48. IMC, as presented in the text and in context with promotion, stands for:




49. The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.




50. Which of the following promotional tools can reach many prospects who otherwise avoid salespeople and is received as news rather than as a sales-directed communication?