question 20. 530 When comparative appeal techniques are used, the product is presented through

Select one:

a.

a torture test

b.

comparing consumer lifestyles

c.

TV advertising only

d.

comparison with another brand

e.

testimonials

529 For factual appeals, the promise and benefits of the product are presented

Select one:

a.

with the use of fear

b.

in a positive way

c.

in a negative way

d.

with the use of humour

e.

with the use of facts

520 To stimulate trial purchase of a product, quite often an advertising objectives of a campaign will include

Select one:

a.

an increase in point of sale

b.

new media

c.

coupon incentives

d.

head-to-head advertising

e.

a change to a boutique agency

444 Marketing communications strategies include

Select one:

a.

description of the distribution channels

b.

identification of the product line

c.

specific tactics

d.

a positioning statement

e.

the pricing strategy

v

440 The goal of contemporary communications is to engage the consumer. Engagement is driven by three factors:

Select one:

a.

price, place and product

b.

awareness, comprehension and conviction

c.

conditions, context and content

d.

attention, interest and desire

e.

objectives, strategies and tactics

440 The goal of contemporary communications is to engage the consumer. Engagement is driven by three factors:

Select one:

a.

price, place and product

b.

awareness, comprehension and conviction

c.

conditions, context and content

d.

attention, interest and desire

e.

objectives, strategies and tactics