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MBA Advertising and Sales Promotion Mcq Set 1

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1. Attitudes toward a brand result from a combination of ______ attitude-formation processes.




2. A strength of radio advertising is _______




3. In a _________________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period.




4. Marketers can enhance the consumers' ability to access knowledge structures by ________




5. All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as ________




6. A detergent that advertises how clean it gets clothes is appealing to the _______ consumer need




7. Which of the following is NOT a requirement for setting advertising objectives?




8. The ______ component of attitudes focuses on behavioral tendencies




9. The process of translating thought into a symbolic form is known as _____




10. Margaret Stephens notices the television commercial because of the loud sounds. This is an example of ________




11. By definition, _____ simply means that consumers come in contact with the marketer's message.




12. Which one of the following is the greatest obstacle to implementing integrated marketing communications?




13. According to the HEM, consumer behavior is seen as ________




14. The first step of the objective-and-task method is ________




15. Which value is derived from the need for variety and achieving an exciting life?




16. A good copy-testing system needs to provide measurements that are ________




17. The concept of effective reach states that fewer exposures to advertisements are required ________




18. Laddering is a marketing research technique that has been developed to identify links between _____




19. Which of the following is NOT a problem with television advertising?




20. The premise underlying geodemographic targeting is that people who ______ also share demographic and lifestyle similarities.




21. A(n) ______ advertising objective is aimed at achieving communication outcomes that precede behavior.




22. Using sex appeal can generally ________




23. In general, the single-voice, or synergy principle, involves selecting a specific _______ for a brand.




24. The advertising budget procedure used most frequently is the _____ method.




25. A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the _____ method.




26. At what stage of the PLC (Product Life Cycle) can a higher price usually be charged?




27. Questions such as :"What ads do you remember seeing yesterday?" are an example of what type of post-test?




28. Intermediaries make the flow of products from producers to buyers possible by performing three basic functions:




29. If, after buying a product, the customers is anxious about the choice she/he made, this is called:




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?




31. Selecting target markets means using criteria such as cost of reach the segment and _____




32. When a company retains the product but reduces marketing support costs it is in what stage of the PLC




33. Using Price as a measure of the quality of a product and setting price high is:




34. The main reasons a firm segments its markets are:




35. During the introduction stage of the PLC, sales gradually increase and




36. Selling brand-name products at lower than regular price is:




37. One of the following is NOT a criteria when forming segments:




38. The marketing objective for the maturity stage of PLC is to




39. Any paid form of non personal communication about an organization, good, service or idea by an identified sponsor is called:




40. Risk taking, transporting and grading. Professional managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact are called:




41. All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as:




42. Learning refers to behaviors that result from




43. Norms and expectations about the way people do things in a specific country are referred to as:




44. The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called:




45. Another name for a company's marketing communications mix is:




46. Although the promotion mix is the company's primary communication activity, the ______________ must be coordinated for greatest communication impact.




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




48. The communications process should start with:




49. The promotion tool that may include coupons, contests, premiums, and other means Of attracting consumer attention is best described as being which of the following?




50. A ______________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.




51. ______ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.




52. Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:




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?




54. The word advertising is means turning of ______________ to something.




55. An appeal is the ______________ of an advertisement




56. The series of action to attain media objectives is _____




57. The ads which are beyond the consciousness of the audience are______




58. Merchandise allowance is a _____ technique




59. The space and time for advertisement are bought from _______




60. Advertising is subject to _______




61. If a company wants to build a good "corporate image," it will probably use which of the following marketing communications mix tools?




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




63. _______ fragmentation has resulted in media fragmentation.




64. ______ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.




65. The communications process should start with:




66. The promotion tool that may include coupons, contests, premiums, and other means of attracting consumer attention is best described as being which of the following?




67. A ______________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.




68. Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:




69. If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?




70. The most logical budget setting method is found in the list below. Which is it?




71. In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the message will be:




72. The measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is called:




73. Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position?




74. Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT:




75. If an advertiser were to give consumers useful articles (imprinted with the advertiser's name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?