1. What is copywriting?
a) Using themes from a competitor's advertising campaign
b) Repeating themes from previous campaigns
c) Putting together the verbal elements of the message
d) none of the above
2. What is reach?
a) The average number of times the target market is exposed to the message
b) The percentage of the target market which remembers the advertisement
c) The percentage of the target market that is exposed to the message at least once
d) none of the above
3. Selling warm coats to Icelanders is an example of:
a) Geographic segmentation
b) Behavioural segmentation
c) Demographic segmentation
d) none of the above
4. Selling vodka to Icelanders is an example of:
a) Geographic segmentation
b) Behavioural segmentation
c) Demographic segmentation
d) none of the above
5. Selling fishing equipment to Icelanders is an example of:
a) Geographic segmentation
b) Behavioural segmentation
c) Demographic segmentation
d) none of the above
6. To be successful, a segment must be:
a) Distinguished, defendable, sizeable, and local
b) Distinctive, tangible, accessible, and defendable
c) Distinctive, tangible, accessible and local
d) none of the above
7. Demographic segmentation refers to:
a) The description of the people and their place in society
b) The description of the people's purchasing behavior
c) The location where people live
d) none of the above
8. What does BOGOFF stand for?
a) Buy One Get One For Free
b) Bought on Good Offers
c) Beginning of Great Offer
d) none of the above
9. A new model of a popular car would be considered:
a) Dynamically continuous innovation
b) Discontinuous innovation
c) Continuous innovation
d) none of the above
10. Starting with one or two areas and then adding new regions to the distribution area is called:
a) Rolling launch
b) Sprinkler strategy
c) Test marketing
d) none of the above