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
a-iii, b-i, c-iv, d-ii
Each advertising concept is matched to the aspect of advertising decision-making that it belongs to.
Competitive parity is a method of deciding how much to spend on advertising - the firm sets its budget to match what rivals spend - so it belongs to advertising expenditure, giving (a)-(iii). Promotional elasticity of a product measures how responsive sales are to changes in promotional effort, so it concerns variations in advertising and their effect, giving (b)-(i). The optimal promotion mix is reached when the last rupee spent on each medium yields the same additional return, which is precisely the marginal equivalence of advertising media outlay, giving (c)-(iv). Pulsing advertising alternates bursts of heavy advertising with periods of lighter activity, which is a question of timing, so it belongs to advertising scheduling, giving (d)-(ii).
Putting these together gives a-iii, b-i, c-iv, d-ii, which is the second code. The organising idea is the decision each concept answers: how much to spend, how sales respond, how to allocate across media, and when to advertise.
Hence the correct match is a-iii, b-i, c-iv, d-ii.
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?
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
The attempt to build and/or maintain a good “corporate image” is referred to as
Important Questions from Promotion decisions
Which of the following will fall under the grievances relating to promotion category?
A. Supersession
B. Increments
C. Acting promotions
D. Seniority
E. Pay fixation
Choose the most appropriate answer from the options given below:
- ________ is a marketing term for any design to prompt an immediate response or encourage an immediate sale.
- Emotional appeal is one of the types of advertising appeals, based on three ideas, namely
A. Rational appeals generally go unnoticed
B. Consumers watch all ads
C. It can capture attention and foster an attachment
D. Consumers ignore most ads
E. Rational appeal generally gets noticed
Choose the correct answer from the options given below - 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
