Introduction to Advertising in Business Administration Quiz

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Which factor is crucial when selecting a media outlet for advertising?

Color scheme of the outlet

The ability of the outlet to fulfill your goals (correct)

How frequently the outlet changes content

The popularity of the outlet

How does frequency impact the effectiveness of an advertising message?

High frequency confuses the target audience

Frequency has no impact on message effectiveness

More frequency leads to increased message impact (correct)

Less frequency leads to increased message impact

What is the primary goal of direct-action advertising?

To educate consumers about the product

To stimulate immediate purchase (correct)

To entertain the audience

To create brand awareness

What does reach refer to in the context of a media plan?

The number of people exposed to the media over time Signup and view all the answers

What is continuity in the context of media planning?

How often your message is put in front of your audience Signup and view all the answers

Why is evaluating cost important when selecting a media vehicle?

To assess the reach and frequency obtained for the money spent Signup and view all the answers

What is the main goal of sales support?

Facilitating the sale by providing supportive services Signup and view all the answers

Which step is typically NOT part of the personal selling process mentioned in the text?

Discounting products heavily Signup and view all the answers

What is the primary objective of B2B sales promotion?

Stimulating dealer interest Signup and view all the answers

Which of the following is NOT a common device used in B2C sales promotion?

Trade shows and conventions Signup and view all the answers

What characterizes guerrilla marketing according to the text?

Innovative, low-cost marketing schemes Signup and view all the answers

'Word-of-mouth' marketing relies on which main technique?

'Buzz' and 'viral' marketing strategies Signup and view all the answers

What is the main focus of brand advertising?

Promoting specific brands to ultimate consumers Signup and view all the answers

Which type of advertising tries to remind consumers of the existence of a product?

Reminder advertising Signup and view all the answers

What is the main goal of competitive advertising?

Comparing the product more favorably to rival products Signup and view all the answers

Institutional advertising is mainly focused on?

Promoting a favorable image for an organization Signup and view all the answers

Which type of advertising is usually sponsored by nonprofit organizations and focuses on the welfare of the community?

Public service advertising Signup and view all the answers

What distinguishes persuasive advertising from other types of advertising?

Developing a desire among consumers for the product Signup and view all the answers

What is the main difference between advertising and publicity?

Advertising is paid media coverage, while publicity is unpaid media coverage. Signup and view all the answers

What is the primary goal of personal selling?

To communicate face-to-face and influence customers to buy goods and services. Signup and view all the answers

What makes consumers tend to view publicity as more credible than advertising?

Publicity is presented in a news format, making it more trustworthy. Signup and view all the answers

Which task of personal selling involves determining customer needs and explaining product benefits?

Creative selling Signup and view all the answers

What does order processing in personal selling involve?

Receiving customer orders and delivering products correctly Signup and view all the answers

How is a press release related to public relations?

Press releases aim to get favorable publicity for a firm or its products. Signup and view all the answers