ABS Advertising and Integrated Mkt Comm

1
Explain the roles of the different players in the Field of Advertising Management.

2
Explain the roles of Research Agency in the Field of Advertising Management.
3
Explain the role of the Advertising Plan within the Marketing Plan.

Advertisers
Advertising Agencies
All three Institutions
The correct option is "All three Institutions"Score:- 2

67
Development of the Advertising Plan should begin with:-
The Business Plan
The Marketing Plan
The Organizational Structure
None of the above

The correct option is "The Marketing Plan"Score:- 2

68
Situation Analysis is the study of the:-
SWOT
Competition
Consumer trends
All of the above

The correct option is "All of the above"Score:- 2

69
The role of Advertising within the Marketing Program is to:-
Operate only within the IMC context
Operate independently of all other elements of the IMC and Marketing Mix
Support and synergies with other elements of the Marketing Mix
Operate independently of the Marketing Plan

The correct option is "Support and synergies with other elements of the Marketing Mix
"Score:- 2

70
Advertising is the most appropriate IMC tool to:-
Appeal to the advertiser
Appeal to a niche segment
Appeal to competition
Appeal to a mass market

The correct option is "Appeal to a mass market"Score:- 2

71
Advertising is the most cost effective tool to build:-
Relationship management
Drive sales
Brand awareness
Brand credibility

The correct option is "Brand awareness"Score:- 2

72
Sales Promotions is/are the most effective tool for:-
Relationship Marketing
Brand awareness
Brand credibility
Brand trial and repeat purchase

The correct option is "Brand trial and repeat purchase"Score:- 2

73
Public Relations is the most effective tool for:-
Building brand credibility
Relationship Marketing
Brand trial and repeat purchase
Building brand awareness

The correct option is "Building brand credibility"Score:- 2

74
When two databases are used together for Direct Marketing:-
The database should be updated
The lists should be merged and purged to avoid duplication
Two databases should never be combined
A hot list should be used instead

The correct option is "The lists should be merged and purged to avoid
duplication"Score:- 2

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