1. ______________ is a form of contextual advertising where specific keywords within the text of a
web-page are matched with advertising and/or related information units.
a) Matching ad
b) In-text ad
c) Match key ad
d) Key text ad
2. Cool hunters are the marketing professionals who make observations and predictions in changes of,
a) The market
b) The Consumers
c) Advertising trends
d) New or existing cultural trends
3. ______________ is a specific coordinated advertising effort on behalf of a particular product or
service that extends for a specified period of time.
a) Marketing
b) Campaign
c) Public Relation
d) Product placement
4. Which is the following statement is false?
a) In choosing media, the advertiser faces both a macro-scheduling and micro-scheduling problem
b) Pulsing calls for advertising for a period, followed by a period with no advertising, followed by a second
period of advertising activity
c) Continuity means exposures appear evenly throughout a given period
d) Buyer turnover expresses the rate at which new buyers enter the market
5. . In the relationship marketing firms focus on ______________ relationships with ______________.
a) Short term; customers and suppliers
b) Long term; customers and suppliers
c) Short term; customers
d) Long term; customers
6. Newsletters, catalogues, and invitations to organisation-sponsored events are most closely
associated with the marketing mix activity of:
a) Pricing
b) Distribution
c) Product development
d) Promotion
7. ______________ is an Internet advertisement that consists of a video played like a TV commercial,
usually in a pop-up or pop-under advertisement.
a) Video ad
b) Unicast ad
c) Pop-Up Ad
d) Superstitial ad
8. What defines PPC (in online arena)?
a) Pay Per Count
b) Per Print Cost
c) Pay Per Click
d) Play Per Click
9. The individuals in the print media audience who purchase or subscribe to the publication are called;
a) Primary audience
b) Direct consumers
c) Local audience
d) Visible Audience
10. An individual outlet of an advertising medium, such as a certain magazine or a specific broadcast
station or program is called,
a) Ad vehicle
b) Ad spot
c) Ad slot
d) Ad outlet