Q. Advertising appeals should have three characteristics. All of the following are among those characteristics EXCEPT:
✅ Correct Answer: (B)
be tasteful.
Advertising and Salesmanship MCQs and Notes
Q. Developing an effective message strategy begins with identifying customer ___________ that can be used as advertising appeals.
✅ Correct Answer: (D)
benefits
Q. No matter how big the advertising budget, advertising can succeed only if commercials:
✅ Correct Answer: (B)
gain attention and communicate well.
Q. According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:
✅ Correct Answer: (B)
the development of the Internet.
Q. The first step in using the objective-and-task promotional budgeting method is to:
✅ Correct Answer: (D)
define specific objectives.
Q. The most logical budget setting method is found in the list below. Which is it?
✅ Correct Answer: (D)
objective-and-task method
Q. One of the arguments that supports the competitive-parity method for budgeting promotions is that:
✅ Correct Answer: (C)
competitor’s budgets represent the collective wisdom of the industry.
Q. Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?
✅ Correct Answer: (C)
competitive-parity method
Q. Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as the result?
✅ Correct Answer: (B)
percentage-of-sales method
Q. Which of the following budget methods ignores the effects of promotion on sales?
✅ Correct Answer: (A)
affordable method