1. Building selective demand is the objective of which type of advertising?
a) Informative advertising
b) Persuasive advertising
c) Reminder advertising
d) Demand-driven advertising
2. Advertising is considered as a ______________ form of communication
a) Personal
b) Non personal
c) Inter personal
d) Intra personal
3. Advertising research tries to avoid ______________ ads
a) In effective
b) Effective
c) Expensive
d) Unappealing
4. Advertising is an important source of revenue to ______________
a) Advertisers
b) Advertising company
c) Media
d) Government
5. The word advertising is means turning of ______________ to something
a) Desire
b) Attraction
c) Attention
d) Interest
6. Incentives offered to the consumer to buy the product is known as
a) Publicity
b) Advertisement
c) Media
d) Sales promotion
7. Another name for a company's marketing communications mix is:
a) the advertising program
b) the sales force.
c) the image mix.
d) the promotion mix.
8. The personal presentation by the firm's sales force for the purpose of making sales and building
customer relationships is called:
a) personal selling.
b) public relations.
c) direct marketing.
d) sales promotion.
9. 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.)
a) costs are too high and profits are too low.
b) personnel cannot cope with these responsibilities.
c) marketing communications focus on overcoming immediate awareness, image, or preference problems.
d) integrated communications do not work in the global environment because of regulations.
10. Which of the following promotional tools is thought to be the most expensive to use
a) advertising
b) personal selling
c) public relations
d) sales promotion