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18/09/2020 08:54:15 PM

Advertisng and IBP: Review Lesson 1

1.The ad for Gills onions in Fresh Cut, a publication for people in the grocery business, encouraged produce managers to stock up on the product. The ad is an example of _____ advertising.

a. Consumer               

b. Trade                  

c. Government                       

d. Professionals

2.YoMama Foods, a local grocery store, has decided to run a series of advertisements. For this to be considered an advertising campaign, which one of the following conditions must be met?

a.The advertisements must communicate a cohesive and integrated idea or theme

b.The advertisements must appear in multiple media.

c.The advertisements must appear over an extended period of time.

d.The advertisements must focus on store products rather than store services.

3.Three criteria must be met for a communication to be classified as advertising, which of following is not true:

a.The communication must be paid for

b.Face- to- face communication

c.The communication must be delivered through mass media

d.The communication must be attempting to persuade

4. What is The Role of Advertising in the Brand Management?

a. Building and Maintaining Brand Loyalty among Consumers.

b. Introduction of New Brand or Brand Extensions (Variants).

c. Information and Persuasion.

d. all of above

5. What is an “Advertising campaign”?

a. Specific messages designed to persuade an audience

b. An integrated series of purchased ads and promotions that communicate a central theme or idea

c. the process of using a wide range of promotional tools working together to create widespread brand exposure

d. Three criteria above must be met for effective communication

6.Product advertisements focus on

a. obtaining inquiries.                                     

b. selling a good or service.

c. advocating a political position.                  

d. persuading opinion leaders.

7.Most mass media advertising is directed at ____________.

a. household consumers

b. members of a trade channel

c. members of business organizations

d. professionals

8.The group of people at whom advertisements are aimed

a.target audience

b.customer

c.business firm

d.consumer

9. The four recognized, major advertising media

a.direct mail, billboards, the Internet, and CD-ROMs.

b.word-of-mouth, personal selling, PR, and reference group

c.television, radio, newspapers, and magazines.

d.signs, words, pictures and sound.

10. What is The Role of Advertising in the Brand Management

a. Building and Maintaining Brand Loyalty among Consumers.

b. Introduction of New Brand or Brand Extensions (Variants).

c. Information and Persuasion.

d. all of above

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