44. Lorraine is the marketing manager atSibil Furnishings. To promote the latest range of furniture, she decides to place
ads in local newspapers, on the radio, and on television. She also decides to aggressively advertise the products through
interior design bloggers.In the context of advertising, Lorraine is involved in ________.
a. perceptual mapping
b. advocacy advertising
c. media planning
d. decoding
45. In the context of media scheduling, which of the following is an example of apulsing media schedule?
a. A clothing store advertising more often during the holidays
b. A pharmacy advertising sunscreens during summer
c. A grocery store advertising different products at different times throughout the year
d. A home store advertising its garden center in spring
46. Pete is the owner of a range of homestays in Carmen Islands. He advertises heavily every other month in order to
maintain the visibility of his business. Which of the following types of media schedule does the given scenario exemplify?
a. A continuous media schedule
b. A pulsing media schedule
c. A flighted media schedule
d. A seasonal media schedule
47. Which of the following is an advantage of using cost per contact to determine the media mix for a product?
a. It allows advertisers to increase an ad’s effectiveness by reaching potential customers.
b. It enables an advertiser to compare the relative expenses of specific media vehicles.
c. It requires advertisers to pay only for the customers who view their ad.
d. It allows marketers to minimize the cost of advertising by reaching a large number of people.
48. Tread Inc. is the market leader for sports shoes in the subcontinent of Gavon. Though the brand has not introduced any
new product lines over the past decade, its signature products enjoy a high demand and have always remained popular.
According to the concept of advertising response function, which of the following should be Tread Inc.’s advertising
strategy?
a. It should have a large budget for advertising expenditures.
b. It should spend proportionately less on advertising than on a newer line.
c. It should penetrate consumers’ perceptual defenses and affect purchase intentions.
d. Its advertisements should easily affect target consumers’ deeply rooted values and attitudes.
49. At Rue’s Hunting Emporium, a retail store, equipment required for hunting is sold. When a new or revised equipment
is introduced, it advertises those products steadily throughout a planned period of time. This is an example of a _____.
a. circular media schedule
b. flighted media schedule
c. continuous media schedule
d. seasonal media schedule
50. Olivia recently opened a salon. She strategically priced her salon’s services slightly lower than that of other popular
salons in the neighborhood. Subsequently, she handed her customersa flyer that listed the prices of various services that
she offered in her salon. It also listed the prices charged by two other salons in the area for the same services. The given
scenario exemplifies _________.