Marketing Plan 351-400

Which of the following possible advertising media is generally the most expensive?

• Advertising on TV
• Movies
• Magazines
• Newspapers

Answer explanation

Advertising on TV

Which of the following factors does not influence the choice of advertising media?

• the location of the advertising agency making the advertisements
• how much coverage is required
• the kind of message the business wants to get across
• the advertising budget a business has

Answer explanation

the location of the advertising agency making the advertisements

A firm of plumbers wishes to promote its services to customers living in a town. It has only a small advertising budget. Which of the following would be the most appropriate choice of advertising media?

• advertisement in the services section of a local free newspaper
• quarter-page advertisement in The Sunday Times
• advertisement in Plumbing and Heating Monthly (a trade magazine for the plumbing and heating industry)
• series of radio ads

Answer explanation

advertisement in the services section of a local free newspaper

A small travel company wants to promote its range of new walking and fishing holidays. Which of the following advertising media would be likely to prove most cost-effective and successful?

• advertisements in specialist walking and fishing magazines
• movie advertising campaign
• television advertising campaign
• advertisements in the Yellow Pages

Answer explanation

advertisements in specialist walking and fishing magazines

Kimberley Scott is a large business that makes the toilet tissue known as "Andrex." What is "Andrex" for Kimberley Clark?

• a brand name
• a service
• a trade mark
• a market segment

Answer explanation

a brand name

Own-label brands are owned by

• distributors, including wholesalers and retailers
• manufacturers
• manufacturers and retailers
• retailers

Answer explanation

distributors, including wholesalers and retailers

Which of the following is not a characteristic of successful brands?

• higher distribution costs
• higher selling prices
• higher profit margins
• higher customer loyalty

Answer explanation

higher distribution costs

Toshiba manufactures a range of laptop computers and accessories. This range is an example of

• product line
• cash cow
• market segment
• product packaging

Answer explanation

product line

Lastminute.com was one of the first businesses to successfully exploit the Internet to sell travel and holidays. Their success is an example of

• first-mover advantage
• first in the queue
• fast-moving consumer goods
• just-in-time production

Answer explanation

first-mover advantage

Trialing a new product in a limited geographical area or with a small group of customers is known as

• test marketing
• product profiling
• brand extending
• geographical segmentation

Answer explanation

test marketing