Chapter 4
Which of the following is not a part of the promotions opportunity analysis.
a. Conduct a communication market analysis
b. create a budget
c. interview
d. prepare a promotional strategy
Answer: C
The goal of the NAICS is to _________________________.
a. control advertising
b. examine specific industries
c. get consumer feedback
d. create new sales pitches
Answer: B
Chapter 5
For a highly complex product, a company might want to use ______________.
a. In-house advertising
b. an advertising agency
c. public relations firms
d. direct marketing agency
Answer: A
True or False
Women over the age of 40 have a low buying power.
Answer: False
Chapter 6
_____ is often used as a means to break through clutter.
a. Sex Appeal
b. Humor Appeal
c. Music Appeal
d. Fear Appeal
Answer: A
________ ads can capture attention and foster an attachment.
a. Sex
b. Emotional
c. Humor
c. Musical
Answer: B
Chapter 7
________ message strategy invoke feelings and/or emotions and match those feelings with the product.
a. Cognitive
b. Affective
c. Conative
d. Executional
Answer: B
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