1. Which the following is NOT a characteristic of advertising?

1. Indirect & impersonal
2. Little feedback
3. Two-way communication
4. All of the above are characteristics

2. Which the following is a characteristic of personal selling?

1. Identifies sponsor
2. Direct and face to face
3. Two-way communication
4. All of the above

3. Which of the following is NOT one of the goals or tasks of promotion?

1. Inform
2. Adapt
3. Remind
4. Persuade

4. Which of the following is a common element found within the communication process?

1. Sender
2. Receiver
3. Noise
4. All of the above

5. Which stage in the product life cycle tends to use the lowest amount of advertising?

1. Growth
2. Maturity
3. Decline
4. Both B &C use no advertising

6. What does AIDA stand for in the AIDA concept?

1. Admire, interest, desire, action
2. Attention, interest, desire, action
3. Attention, intelligence, decision, appraise
4. Attention, interest, decision, appraise

7. Which type of purchase decision requires more personal selling and detailed print advertising to help customers to make a purchase decision?

1. Routine
2. Complex
3. Neither routine or complex

8. When manufacturers use aggressive personal selling and trade advertising to convince a retailer to carry and sell their merchandise?

1. Persuasive strategy
2. Push strategy
3. Pull strategy
4. Reminder strategy

9. When manufacturers stimulate consumer demand who then demands it through the channel of distribution?

1. Persuasive strategy
2. Push strategy
3. Pull strategy
4. Reminder strategy

10. Which of the following types of advertising seeks to enhance a company's image rather than promote a particular product?

1. Institutional advertising
2. Product adverting
3. Admiration advertising
4. Co-operative advertising

11. Which of the following types of advertising is used to stimulate primary demand for a new product?

1. Pioneering advertising
2. Competitive advertising
3. Comparative advertising
4. Demand advertising

12. An advertising campaign should clearly define the target audience, which is part of the DAGMAR approach.

1. True
2. False

13. An advertisement that shows people in normal settings doing normal daily tasks?

1. Slice of life
2. Fantasy
3. Mood or impact
4. Scientific

14. An advertisement appeal that seeks to exploit uncertainty around issues like losing health, old age or embarrassment is called?

1. Profit appeal
2. Love romance appeal
3. Fear appeal
4. Environmental consciousness appeal

15. One of the advantages of outdoor media is that they allow the advertiser to be geographically selective.

1. True
2. False

16. One of the advantages of magazines is that they allow have a short lead time and get to market quickly.

1. True
2. False

17. The advantages of television is that it reaches a wide and diverse audience at a low total cost.

1. True
2. False

18. An advertising schedule that only takes place certain times of the year?

1. Flighted schedule
2. Seasonal schedule
3. Continuous schedule

None of the above