Q&A: Exam #2

Ch. 4: Promotions Opportunity Analysis

1) Developing brand awareness, increasing category demand, building customer traffic, increasing sales, and encouraging repeat purchases are all examples of:

    A. Communication Objectives

    B. Product positioning strategies

    C. Threshold effects

    D. Methods of determining a marketing communications budget

2) ________: the activities companies do to support overall promotional strategies.

    A. Strategies

    B. Demographics

    C. Psychographics

    D. Tactics

Ch. 5 Advertising Management

3) All of these are true "Pitching Do's" EXCEPT:

    A. Do make a good first impression. Dress up, not down.

    B. Do assume all clients are the same.

    C. Do listen. Allow the client to talk.

    D. Do your preparation. Know the client and its business.

4) __________ concentrates on motivation, cognition, and learning.

    A. Sociology

    B. Psychology

    C. Anthropology

Ch. 6 Advertising Design: Theoretical Frameworks and Types of Appeals

5) All are reasons for using humor in ads EXCEPT:

    A. Captures attention

    B. Often wins creative awards

    C. Low recall scores

    D. Consumers enjoy ads that make them laugh.

6) The objective, the target audience, the message theme, the support, and the constraints are all main elements of:

    A. Creative Brief

    B. Heirarchy of Effects

    C. Means-end theory

    D. Visual and verbal imaging