Question 1: In the AIDA concept, the D indicates:

a. delivery of the promotional message.
b. decoding the message.
c. desire for the product being promoted.
d. decision to listen to the message.

Question 2: At which level of brand loyalty is advertising often used heavily to promote a product?

a. Brand recognition
b. Brand preference
c. Brand insistence
d. Brand equity

Question 3: When potential buyers of a product are dispersed geographically, a pulling promotional strategy should lay emphasis on:

a. advertising.

b. personal selling.

c. publicity.

d. public relations.

Question 4: An example of a company that relies heavily on direct selling is:

a. Compaq.

b. Goodyear Corporation.

e. Amway.

d. General Motors.

Question 5: Public service announcements are:

a. costly for nonprofit organizations to broadcast.

b. ads that generate awareness or educate the public.

c. any type of information released by a public relations department.

d. media ads that promote medical products.