Name: 
 

ch14



Multiple Choice
Identify the choice that best completes the statement or answers the question.
 

 1. 

Which is the oldest form of advertising?
a.
outdoor
b.
radio
c.
magazine
d.
newspaper
e.
point-of-purchase
 

 2. 

Advertising on billboards is designed with ____ as the primary objective.
a.
sales
b.
impulse buying
c.
persuasion
d.
name recognition
e.
purchase intention
 

 3. 

Displays that are intended to be used for six months or more are called ____.
a.
permanent displays
b.
in-store media
c.
temporary displays
d.
semi-permanent displays
e.
on-premise signage
 

 4. 

In-store radio and TV advertising, shopping trolley advertisements, shelf talkers, floor graphics, and coupon dispensers are all examples of ____.
a.
P-O-P displays
b.
miscellaneous media
c.
in-store media
d.
on-premise advertising
e.
impulse media
 

 5. 

May went to the store to buy beer, but she had no specific brand in mind. This is an example of a(n) ____ purchase.
a.
specifically planned
b.
generally planned
c.
substitute
d.
unplanned
e.
disciplined
 

 6. 

Audrey went into Tesco's to buy a moisturiser manufactured by Clinique. She ended up buying a moisturiser manufactured by Lancome instead. This is an example of a(n) ____ purchase.
a.
specifically planned
b.
generally planned
c.
unplanned
d.
substitute
e.
discipline
 

 7. 

Which of the following should be considered a trade-market sales promotion?
a.
sweepstakes
b.
point-of-purchase displays
c.
frequency programmes
d.
sampling programmes
 

 8. 

Kodak film shrink-wraps two rolls of film together but charges for only one. This tactic is most often used to:
a.
stimulate repeat purchases.
b.
stimulate larger purchases.
c.
introduce a new brand.
d.
build a better brand image.
 

 9. 

Trial offers are similar to samples except that trial offers:
a.
are used for more expensive items.
b.
are only delivered to consumers in logo-emblazoned "mobile-trial" vehicles.
c.
can only be used for low-price convenience goods.
d.
are only appropriate for new brands in the market.
 

 10. 

Cash payments from manufacturers made to retailers for access to shelf space are known as:
a.
bribes
b.
merchandise allowances
c.
slotting fees
d.
co-op advertising fees
 



 
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