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 :
Match the items of the List-I with that of the List-II and suggest the correct code from the following:
List-I List-II i. Competitive Parity a. Variations in Advertising ii. Promotional Elasticity of Market b. Level advertising iii. Optimal promotional mix c. Advertising expenditure decision iv. Contra-cycle advertising d. Marginal equivalency of media outlay Codes:
Match the items of List-I with the items of List-II and select the code of correct matching:
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 Codes:
Statement-I: Direct marketing is a non-interactive marketing system.
Statement-II: Direct marketing uses one or more media to effect a measurable response or transaction at any location.
Select the correct code:
Use of mail, telephone and other non-personal contact tools to communicate with, or solicit a response from, specific customers and prospects is called:
Which of the following is not a deciding factor for the Advertising Budget out of the given options?
Given below are two statements : one is labelled as Assertion (A) and the other is labelled as Reason (R).
Assertion (A) : Generally, the customers consider the sales force as the representative of the company.
Reason (R) : Often, the company’s sale force works directly with the customers.
In the light of the above statements, choose the most appropriate answer from the options given below :
Identify the correct sequence of stages in the sales process :
A. Initial contact
B. Gather the sales Lead
C. Meeting objections and concerns
D. Qualifying the Lead
E. Sales presentation
Choose the correct answer from the options given below :
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
The assumptions of rational decision making are:
(A) Preferences are not clear
(B) Preferences are not constant and stable
(C) Problem is clear and unambiguous
(D) No time or cost constraint exist
(E) Final choice will maximize pay off
Choose the correct answer from the options below:
Which one of the following is closest to the nature of decision making?
Match List - I with List - II :
List – I
(Decision making Bias)
List – II
(Explanation)
a
Anchoring Bias
i
Represents a case of selective perception
b
Escalation of commitment
ii
Refers to our staying with a decision even if there is clear evidence it’s wrong
c
Confirmation Bias
iii
Tendency to believe falsely, after the outcome is known
d
Hindsight Bias
iv
Tendency to fixate on initial information and fail to adequately adjust for subsequent information
Choose the correct option from those given below:
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.
