Marketing Practice Questions - 2

What is the primary goal of maintenance advertising?

• a) To create awareness of something new or unknown.
• b) To achieve high coverage and frequency.
• c) To sustain the awareness level from launch advertising.
• d) To target a niche audience.

According to the text, how should banks approach the selection of media for their marketing strategy?

• a) There is no right or wrong media. There is only the right one for your target market and the budget you have.
• b) By choosing the most popular media platforms.
• c) By using a mix of various media options available.
• d) By selecting media based on competitors' choices.

What is the primary objective of launch advertising?

• a) Increase sales of existing products.
• b) Target a niche audience.
• c) Create awareness of something new, innovative, or unknown.
• d) Enhance brand loyalty.

What is the second type of advertising, promotion, or campaign referred to as?

• a) Awareness
• b) Innovation
• c) Maintenance
• d) Niche

In maintenance advertising, what is the typical frequency range the bank might aim for?

• a) Once or twice.
• b) Three to four times.
• c) Five to six times.
• d) Seven to eight times.

What will resonate with the target audience in maintenance advertising?

• a) The same message or experience is executed over and over with different approaches.
• b) Frequently changing the message or experience.
• c) Avoiding repetition of any elements in the advertising.
• d) Featuring famous celebrities in advertisements.

Why will people invest time to listen, watch or experience the advert in maintenance advertising?

• a) Because the target audience is bombarded with the same message repeatedly.
• b) Because the advertising budget is significant.
• c) Because the advert features new and unique content every time.
• d) Because it brings new curiosity from the target market through different approaches.

Why does maintenance advertising generate new curiosity from the target market?

• a) By bombarding the audience with the same message repeatedly.
• b) By investing a significant budget in advertising campaigns.
• c) By featuring famous celebrities in the advertisements.
• d) By presenting the same message or experience in different ways.

What does the maintenance campaign entail in an ideal media plan?

• a) Introducing a completely new message and creative direction.
• b) Running the same launch campaign repeatedly.
• c) Using the same basic creative (message and images) as the launch campaign.
• d) Taking a break from advertising for three weeks.

Which advertising campaign is cited as an outstanding example of maintenance advertising?

• a) Visa's "Unlimited Possibilities" campaign.
• b) American Express's "Membership Has Its Privileges" campaign.
• c) Mastercard's "Priceless" campaign.
• d) Discover's "Discover the Possibilities" campaign.