Match the items of List-I with the items of List-II and select the code of correct matching: Codes:List-I (Medium of Mass Communication) List-II (Limitations) a. Outdoor i. Relative high cost; increasing consumer resistance b. Yellow pages ii. Over production could lead to runaway costs c. Brochures iii. High competition; long ad purchase lead time; creative limitations d. Telephone iv. Limited audience selectivity; creative limitations
a-iv, b-iii, c-ii, d-i
Concept: Every advertising medium carries a characteristic set of limitations, and choosing a medium means weighing its reach against these drawbacks.
Each medium in List-I is matched with its limitation in List-II. Outdoor advertising (hoardings) reaches a broad audience but with limited audience selectivity and creative limitations, so a matches iv. Yellow pages carry high competition among many listings, a long lead time before an ad appears, and creative limitations, so b matches iii. Brochures, if over-produced, can lead to runaway printing and distribution costs, so c matches ii. Telephone (telemarketing) has a relatively high cost per contact and meets increasing consumer resistance, so d matches i.
Example: A highway hoarding is seen by everyone who passes, so it cannot target a niche buyer (limited selectivity), while a telemarketing call is costly and often unwelcome.
The strongest anchor is d-i (telephone = high cost and consumer resistance): any option pairing d with ii or iii, or a with i, is eliminated, leaving only a-iv, b-iii, c-ii, d-i.
Hence the correct match is a-iv, b-iii, c-ii, d-i.
Similar Questions
The major advantage of the direct mail marketing is :
On which one of the following, the corporate advertising concentrates ?
For the following two statements indicate the correct code :
Statement - I : Advertising is any paid form of personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Statement - II : Sales promotion consists of most long-term incentive tools, designed to stimulate greater purchase of particular products or services by consumers or the trade.
Code :
Match the items of List - I with the items of List - II and select the correct code of matching :
List - I (Advertising Agencies) List - II (Clients) (a) Ogilvy and Mather Ltd (i) HDFC (b) JWT Hindustan Thompson Associates (ii) Coca-Cola (c) Mudra Communications (iii) Vodafone (d) McCann- Erikson India Ltd (iv) Nestle Code :
The major advantage of the direct mail marketing is:
Statement-I: In developing advertising programme marketing managers must always start by identifying the target market and buyer motives.
Statement-II: A company may run multiple ad campaigns at the same time, each emphasizing different aspects of its brand and service.
Which of the following is not a deciding factor for the Advertising Budget out of the given options?
Indicate the correct code matching the items in List - I with those in List - II as follows:
List - I List - II a. Competitive parity in advertising i. Variations in advertising b. Promotional elasticity of product ii. Advertising scheduling c. Optimal promotion mix iii. Advertising expenditure d. Pulsing advertising iv. Marginal equivalence of advertising media outlay Use of mail, telephone and other non-personal contact tools to communicate with, or solicit a response from, specific customers and prospects is called:
According to the ‘two-step flow’ concept, messages should be targeted to
Important Questions from Promotion decisions
- Assertion (A): Movie stars and sporting heroes are popularly used as Brand ambassadors.
Reason (R) : Attractive communicators (sources) are more effective in persuading for change than unattractive ones.
Codes : Advertising method in which a commercial is broadcast simultaneously on several radio stations and/or television channels is known as
- Select the correct sequence for Hierarchy-of-effects model related to marketing communication :
The major advantage of the direct mail marketing is :
- Match the items of List – I with the items of List – II and select the correct code.
List – I List – II (a) Coupons (i) Using one brand to advertise another non-competing brand. (b) Tie-in Promotions (ii) Offers to consumers of savings off the regular price of a product. (c) Cross Promotions (iii) Certificates entitling the bearer to a stated saving on the purchase of a specific product. (d) Price Packs (iv) Two or more brands or companies team up on coupons, refunds, and contests to increase pulling power.
Codes :
