Brand Management : chapter-6

Fill in the blanks: prepared by

Rajesh Chakraborty, reg. no.: 11-04638

1. The ___________ but most useful way to judge advertising is by its ability to
contribute to brand equity. (simplest)
2. A consumer may not be __________ to an ad because the media plan missed
the mark. (exposed)
3. Creating a successful marketing communication program ______ steps must
occur for a consumer to be persuaded. (six)
4. ____________ was more likely to increase both sales and profits than money-
off sales promotions. (advertising)
5. A comprehensive study of advertising effectiveness, using a different
_________ . (database)
6. Increased sales could come from a _______ advertisement.
7. Television is a ___________ advertising medium because it allows for sight,
sound and motion. (powerful)
8. In designing and evaluating an ad campaign, marketers should distinguish the
____________ . ( message strategy)
9. To evaluate the effectiveness of message and creative strategies
____________ is often conducted. (copy testing)
10. Radio is a __________ medium. (pervasive)
11. 96% of all Americans 12 years and older listen to the radio _______ . (daily)
12. The advertising pioneer ______________ believes four factors are critical for
advertising. (David Ogilvy)
13. Designing web sites requires creating ___________ pages that can sustain
browsers interest. (eye-catching)
14. ________ media creates text message-based marketing programs. (vibes)
15. Mobile marketing from a range of sectors looking to tap a new revenue
________. (stream)

16.