Mac132 Principles of Advertising and Sales Promotion Summary 08024665051

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MAC132 PRINCIPLES OF ADVERTISING AND SALES PROMOTION
_____ is been defined as the coordination of all seller-initiated efforts to set

up channels of information and persuasion in order to sell goods and
services or promote an idea.
Promotion
______ is communicating a firm‟s offer to consumers through paid media

time or space.
Advertising
_____ is a programme that makes a firm‟s offer more attractive to buyers and
requires buyer participation.
Sales promotion
______ means communicating the firm‟s offer to consumers through the

sales staff; and publicity which is communicating a firms offer to consumers
through unpaid news releases and mentions in the mass media.
Promotion
Daramola (2010) observes that advertising means different things to

different people. One of the most renowned scholars of advertising, Albert
Lasker, defined advertising as “salesmanship in prints”.
The British Institute of Practitioners in Advertising (BIPA) defined

advertising thus: “Advertising presents the most persuasive possible selling
message to the right prospects at the lowest possible cost.”
BIPA is an acronym for_____

The British Institute of Practitioners in Advertising
American Marketing Association, (AMA) which sees advertising as: “any paid
form of non-personal presentation and promotion of ideas, goods or services
by an identified sponsor,
AMA is an acronym for _____

American Marketing Association
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The Advertising Practitioners‟ Council of Nigeria (APCON), defines
advertising as “a form of communication through the media about products,
services or ideas paid for by an identifiable sponsor.”
APCON is an acronym for _____

Advertising Practitioners’ Council of Nigeria
______is often viewed in terms of individual activities that constitute the

overall marketing process.
Marketing
According to Belch and Belch (2007:7), “one popular conception of

marketing views it as primarily involving sales.”
______ may be seen as consisting of advertising or related activities

Marketing
A definition of marketing given by American Marketing Association (AMA)

sees marketing as the “the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods and
services, to create exchanges that satisfy individual and organisational
objectives.”
_____________can be viewed as a key component of marketing planning

Strategy
The process of determining how set objectives can be accomplished through

the process of considering the three key elements of:
 target market
 competitor target markets
 establishing a competitive advantage
There are six tests of effective strategy: is the strategy based on clear
definition of target customers and their needs? Is it based on competitive
advantage? Does it incur some acceptable risks? Is it resource and
managerially supportable? Can it achieve product market objective? And, is
it internally consistent?
There are _____________ tests of effective strategy

Six

_______________ is the choice of target market, which means, where the
manufacturer wants his product to compete in the market and differential
advantage
Positioning
______________ is simply how the consumer thinks about the product in his
mind whenever it is mentioned or remembered.
Positioning
_______________is commonly used in sales promotion to indicate those tools

that are applied in sales promotion.
Technique
According to Chris Doghudje (1997), “Advertising is like warfare and you
must work out a plan that will put you in an advantageous position before
you make a move.
The advertising agency is therefore the architect that designs the „plan‟ that
is the advertising strategy meant to prosecute the „war‟.
The advertising agency is a firm comprising professionals who are

responsible for creating and placing advertisements in the media on behalf
of their clients in return for commission.
______________are staffed with creative people and media buying specialists

who regularly advise their clients on the best way to combine their resources
to get the best result in the market place.
Advertising agencies
______________ is the commercial nerve centre of Nigeria

Lagos
The firm or manufacturer is the organisation that puts together the product
that is marketed to the consumer.
A _____________may be defined as a legal business, either corporate or

otherwise and may consist of one establishment, a few establishments, or
even a large number of establishments usually the only one Employer
Identification Number used to a firm regardless of the number of
establishment the firm operates.
Firm

A _____________ is the entity that makes a good through a process involving
raw materials, components or assembles, usually on a large scale with
different workers.
Manufacturer
Manufacturers usually produce physical, tangible goods off their factories.

For example, cement manufactures and paint manufacturers, among others.
______________ produces the product and commissions an advertising (ad)

agency to create the advert and promotion techniques and then place the
advert in the media.
Manufacturer
It is the function of the manufacturer/firm/company that pays the bill and

therefore dictates how the process will go.
Unique Selling Proposition (USP): This refers to what the advertising says it
will do for the consumer. When advertisers adopt the USP style, it simply
means it ensures that each advert says to the buyer, “Buy this product and
you will get this specific benefit.
USP is the acronym for______________

Unique Selling Proposition
______________ refers to what the advertising says it will do for the
consumer.
When advertisers adopt the USP style, it simply means it ensures that each
advert says to the buyer, “Buy this product and you will get this specific
benefit.
The _____________ is the ultimate target of the company as they develop their
product.
Consumer
_____________ can be defined as that aspect of human behaviour that relates

to “planning, purchasing and using economic goods and services” (Runyon,
1977).
Consumer Behaviour
Consumer behaviour can sometimes be a rational act which begins with

planning and ends with the ultimate purchase decision.

_______________ requires clear analysis and proper understanding to enable
advertising strategists to incorporate or take it into consideration in building
their advertising messages and creative.
Consumer behaviour
The ____________ is the business buyer which the manufacturer targets

when designing the sales promotion.
Trade
______________ refers to the middle men between the manufacturer and the
final consumers such as the wholesaler the distributor and the retailer.
Trade
A _____________ is the entity that makes a good through a process involving

raw materials components or assemblies usually on a large scale with
different operations divided among different workers.
Manufacturer
______________ produce physical, tangible products or goods in their

factories using their peculiar manufacturing processes.
Manufacturer
These are examples of manufacturing companies: cement manufacturers

like Lafarge and Dangote Cement; detergent and soap manufactures like PZ,
Unilever and Nestlé Nigeria Limited.
The key elements of marketing are the following

 Product
 Price
 Place
 Promotion Mix
_____________ is defined as an idea, a physical entity, (in this case, a good),
or a service, or a combination of these elements with a view to satisfy
individual or business objectives.
Product
The _____________ is indeed the reason a company exists.

Product
A product is seen from both marketer‟s and consumer‟s perspective. To the

marketer, he is satisfying a need; while to the consumer, he is receiving

value from the product purchased. television, etc; or services, such as legal
service, dentist‟s consultancy, among others
When a consumer pays for products and services purchased, the amount he
has spent is called the _____________ of the product.
Price
_____________ is the economic sacrifice which a buyer must make in order to

acquire and enjoy something he desires.
Price
The _____________ includes those components that define the size and means
of payment exchanged for goods or services.
basic price
Examples of basic prices include the list price, the usual terms of payment
and terms of credit.
The basic goal of price promotion is to _______________

Attract non-users of products and services as well as users of
competing products
PR is the acronym for______________

Public Relations
_____________ involves placing factual and newsworthy information

presented in an editorial or journalistic style in a news medium at no direct
cost.
Publicity
The sponsor of an advertisement has almost complete control over its

content, format and date of publication because it is a paid contract.
True
The originator of the publicity material has no control over how the material
would eventually be published.
True
The British Institute of Public Relations (BIPR) defines public relations (PR)
as “the deliberate, planned, and sustained effort to establish and maintain
mutual understanding between an organisation and its publics.”

_____________is concerned with establishing good relations with all
stakeholders.
Public Relations
Public Relations Consultants of Nigeria (PRCAN) has its headquarters

in_____________
Lagos
Merchandising comes from the word, „merchandise‟ which means goods,

especially manufactured products sold by merchants or dealers.
Merchandising comes from the word, „merchandise‟ which means

____________
Goods
_______________ means any effort made to package a product physically

and/or psychologically in order to gain popular patronage.
Merchandising
Merchandising uses the following attributes to achieve its purpose

 colour
 graphics
 shape
 size
______________ involves psychological packaging or branding designed to

foster a positive mental image.
Merchandising
The key difference between advertising and merchandising is that while

merchandising professionals focus on brand appearance, advertising
practitioners focus on communicating and promoting those attributes
through the media.
Lobbyists are generally perceived as mysterious, obscure and unscrupulous

influence peddlers, fixers and five per centers (Daramola, 2010).
Those who practised Lobbying in the early days were called ______________
lobby agent

______________ can be defined strictly as a specialist activity which attempts
to influence legislation through direct contact with legislators.
Lobbying
Lobbying uses personal and non-personal media such as
 Letters
 Telephone calls
 Speeches
Sponsorship involves investment objectives could include:
 Increased brand awareness

 Enhanced brand image
 Increased sales volume
_____________ is defined as a clever presentation of selected information and

ideas arguing in favour of one viewpoint while obscuring the others
Propaganda
There are ____________ types of Propaganda

Three
The following are the types of propaganda
 Black propaganda
 White propaganda
 Grey propaganda
_____________is the practice or act of deliberately sending out false

information or misinformation for the selfish interest of the sponsor
Black propaganda
______________ involves information given out for the benefit of a target

group and not necessarily for pecuniary benefits for the sponsoring
organisation.
White propaganda
_______________ is also known as great propaganda.

Grey propaganda

______________is falsehood told and which has endured through the ages
and evolved into an accepted tradition.
Grey propaganda
Mass communication is much more difficult than face-to-face conversation

or communication.
True
An advertisement is a successful message only when its intended meaning is

commonly understood and shared by the senders and majority of the
receivers.
According to Gamble and Gamble (2010:6) noise is anything that interferes

with or distorts our ability to send or receive messages.
A noise can be either internal or_____________.

external
______________ is attributed to the psychological makeup, intellectual ability,

or physical condition of the communicator while external noise is attributed
to the environment.
Internal noise
Fig.1: Potential Barriers and Bridges in Mass Communication Process

Source: Shannon-Weaver model in McQuail, D. & Windal, S. (2007)
Advertising and the obstacles to mass communication include the following

 Individual differences
 Channel noise
 Semantic noise
 Denotative and connotative meanings
The major elements of the marketing communications mix.
 Advertising
 Public relations
 Sales promotion
 Personal selling
 Direct marketing communications
_____________is defined as non-personal message paid for by an identified

sponsor and disseminated through mass channels of communication to
promote the adoption of goods, services, persons or ideas.
Advertising
Marketers use media such as television, radio, outdoor signage, magazines,

newspapers, cell phones and the Internet to deliver their advertising
messages. Advertising has ability to reach a mass audience often makes it
an efficient method for communicating with a large target market a time.
According to Bearden, Ingram and LaForge (2007:371), “Advertising has

been known traditionally as the most prominent form of marketing
communications due to its ability to deliver massive visibility for its users.”
______________ is the process of deliberately seeking to positively influence

feelings, opinions and beliefs about a company and its market offering to a
variety of publics or stakeholders.
Public relations
______________ means those activities which provide extra value or incentive

to ultimate consumers, wholesalers, retailers or other organisational
customer and that can stimulate immediate sales.
Sales promotion
There are ____________ major types of sales promotion.

Two
The types of sales promotion are consumer sales promotion

and______________.
trade sales promotion
______________ promotion focuses on the ultimate user or consumer of the

product or service.
Consumer sales
______________ promotion is targeted at the retailers, wholesalers,

distributors and other business buyers.
Trade sales
A type of selling that involves interpersonal communications between a

seller and a buyer to satisfy buyer needs to the mutual benefits of both
parties is called_______________
Personal selling
According to Bearden, Ingram and LaForge, the personal nature of this

method of selling distinguishes it from nonpersonal forms of marketing
communication.
______________ allows immediate feedback, enabling a message to be tailored

to fit the buyer‟s individual needs.
Personal selling
IMC stands for_______________

Integrated Marketing Communications
______________ is the strategic integration of multiple means of

communicating with target markets to form a comprehensive and consistent
message.
IMC
The period from time immemorial to the 19th century and coincides with the
period covering between US Independence up to the Civil War era is known
as_______________
Pre-industrial age
The Pre-industrial age period was characterised by:

 larger and more complex markets
 increased demand for products
 slow development for the need for advertising

Advertising and sales promotion are said to be the symbol of___________‟s
capitalism around the globe
America
The reality can be found in the advertisements for slaves and household
goods which are reflected in the written records of_______________.
early civilisation
The US government passed the Pure Food and Drugs Act in ___________
1906
The Better Business Bureau was founded in the United States in

____________
1912
The Better Business Bureau was founded in the _____________in 1912 as a

major self-regulating agency.
United States
Four years before the____________, the Great Depression of the 1930s had
begun.
Second World War
Four years before the Second World War, the ____________ of the 1930s had
begun.
Great Depression
The Pure Food, Drug and Cosmetic Act which was passed in _____________
1934
The Wheeler-Lea Amendment to the Federal Trade Commission Act passed

in _____________
1938
Paper was invented in China around the period 100 BC or AD 105
______________ was the first person to start a paper-making industry

Ts’ai Lun
It was believed that ____________ first invented paper and made a thicker
sheet of paper.

Muslims
Paper-making reached Europe as early as 1085, got to Spain by 1150 while

France had a paper mill by 1190, and Italy by 1276.
The first advertisement that was in English language was in the form of a
handbill tacked on church doors in London as early as_____________
1472
The establishment of newspapers in Nigeria, pioneered by Iwe Irohin in

___________
1859
The establishment of newspapers in Nigeria, pioneered by ___________in

1859
Iwe Irohin
Iwe Irohin Fun Awon Egba Ati Yoruba (the newspaper for the Egba people
and the Yoruba) was published by______________
Rev. Henry Townsend
According to John-Kamen (2006), between 1860 and 1865, the “Iwe Irohin”
newspaper carried news, local advertisement and championed the campaign
against human trafficking of slave trade.
The term Communication was derived from the Latin word, communicare,
one sees „sharing‟ imbedded in the meaning.
The French word communis, symbolises „common‟ among the relevant

persons.
The person or organisation that has information to share with another

person or group of people is known as the_____________
Sender
The _____________process is simply putting thoughts, ideas, information,

symbols, pictures, etc, into a symbolic form for the receiver to receive and
understand
Encoding
The two channels of communication are_____________ and ______________

Personal and Non-personal
Throughout the process communication, the extraneous factors that can

interfere with or distort its reception are known as_____________.
Noise
The receiver‟s set of actions after seeing, reading or hearing a message is

known as _____________
Response
The receiver‟s response that is communicated back to the sender is called

______________
Feedback
Feedback is the last element that closes the loop in the communication flow
and makes it possible for the sender to monitor how the message is being
decoded and received.
AIDA is an acronym for Attention, Interest, Desire and Action which

represent the stages a consumer passes through with a salesperson in the
personal selling process or with an advert copy in an advertising process.
AIDA is an acronym for ______________

Attention, Interest, Desire and Action

The British Institute of Practitioners in Advertising (BIPA) states that
“advertising presents the most persuasive possible selling message to the
right prospects at the lowest possible cost.”
The American Marketing Association (AMA) states that “advertising is any

paid form of non-personal presentation and promotion of ideas, good, or
services by an identified sponsor.”
In Nigeria, the Advertising Practitioners‟ Council of Nigeria, (APCON) defines

advertising as “a form of communication through the media about products,
services or ideas paid for by an identified sponsor.”
_____________ and sales promotional messages are used to sell products and
services as well as to promote causes, market political candidates and deal
with societal problems such as drug abuse, HIV aids and Ebola Virus.
Advertising
Advertising and sales promotion is both a universal phenomenon and a local

activity.
True
_____________ is the structured and composed non-personal communication

of information, usually paid for and usually persuasive in nature, about
products (goods, services and ideas) by identified sponsors through various
media.
Advertising
The _____________ of advertising depends on whether you are a consumer or

a marketer of the product.
Purpose
Sales promotion is the _____________ element of the marketing

communication mix.
Second
_____________ can be defined as a marketing communication tool that offers

sales-related incentives to generate a specific, measurable action or
response for a product or service
Sales promotion
Sales promotion is usually undertaken to stimulate immediate action.

Sales promotion is used in situations where the company offers the
consumer and trade members (such as sales staff, resellers) an “extra
incentive” to act.
Buy One Get One Free (BOGOF) is a common type of sales promotion used
by some telecommunications companies in Nigeria such as MTN, Airtel,
Etisalat, and Globacom particularly at the inception of GSM operations in
Nigeria.
BOGOF is an acronym for_____________

Buy One Get One Free
In essence, sales promotion works in the following ways:
 Through sales promotion consumers are offered an
inducement/motivation/incentive to buy.
 The marketer makes the product more valuable by increasing the
value, lowering the price or both.
 It can lead to trial use.
 Sales promotion can lead to repeat purchase of a product by inducing
the consumers to buy again and again.
 Promotional offers can make some people to engage in unplanned
purchases.
The strengths and weaknesses of sales promotion

 Turnaround of sales trend in the short term
 Help to introduce a new product.
 Help to reinforce advertising images and messages.
 Create positive brand experiences among buyers
The weaknesses of sales promotion include:

 Sales promotion cannot create a brand‟s image
 It cannot change negative attitudes towards a product
 It cannot reverse a long-term declining sales trend
Activities or techniques of consumer-oriented sales promotion include:

 Sampling
 Couponing
 Premiums
 Contests
 Sweepstakes
 Refunds and rebates

 Bonus packs
 Price-offs
 Frequency programmes
 Event marketing
Fig.3: Consumer-oriented and Trade-oriented sales Promotions Sampling

the Crowd
There are two types of research that can be used to evaluate sales
promotion.

The types of research that can be used to evaluate sales promotion are Pre-
testing research and Post-testing research
The major methods in pre-testing research are these

 Hall tests
 Group discussion
 Experimentation
The tools of trade-oriented sales promotion include

 Contests and incentives
 Trade allowance
 Display and point-of-purchase materials
 Sales training programme
 Trade shows
 Cooperative advertising
_____________ is the discount or deal offered to retailers or wholesalers to

encourage them to stock promote or display the manufacturer‟s goods.
Trade allowance
______________is a kind of deal or discount offered to resellers in the form of

a price reduction on merchandise ordered during a period.
Buying allowance
_____________ is a fixed amount per case or percentage deduction from the

list price for goods ordered during the promotional period.
Promotional allowances
______________ is also known as stocking allowances, introductory

allowances or street money.
Slotting allowances
Slotting allowances is also known as _______________

stocking allowances
A forum where manufacturers can display their products to current and

prospective buyers as well as interact with them is known as_______________
Trade shows
Trade shows are a very important activity targeted to resellers.

______________is sponsored by a group of retailers providing products to the
market.
Horizontal cooperative advertising
_____________is supported by manufacturers to help establish end products.

Ingredient-sponsored cooperative advertising
_____________ is when a manufacturer pays for a portion of the

advertisement that a retailer runs in order to promote the product in the
retailer‟s shop
Vertical cooperative advertising
______________ can be defined as the various ideas and decisions necessary

for delivering the promotional message to the prospective user of the brand
or product.
Media plan
A good media plan requires the following
 Setting media objective

 The medium
 Reach
______________ refers to the specific carrier within a medium category.

Media vehicle
____________ refers to the number of different audience members that are

exposed at least once to a media vehicle in a given period of time.
Reach
_____________ refers to the potential audience that might be exposed to the

message via the vehicle
Coverage
____________ refers to the number of times the receiver is exposed to the

media vehicle in a specific period.
Frequency
The process of developing a media plan involves the following:

 Market analysis
 Establishment of media objectives
 Media strategy development and implementation

 Evaluation and follow-up
_____________ means the combination of various media categories and media

vehicles that can best deliver the client‟s message to the largest audience at
the lowest possible cost.
Media mix
The factors to be considered in media mix include:

 objectives sought
 characteristics of the product or service
 size of the budget
 individual preferences among other considerations
______ facilitates the exchange of goods and services, entry of new products
into the market, leads to economies of scale.
Advertising
There is the argument that advertising creates________.

Differentiation
There is the argument that ______creates differentiation

Advertising
An argument of _____ is that smaller firms in the market are unable to

compete against the other big budget advertisers.
economists
According to_____, unless practitioners themselves ensure that the highest

professional standards are maintained, the government may be compelled to
enact such enabling regulations.
Chude Okonkwo (1990)
There are ______ types of self-regulation

Four
The types of self-regulation available within the advertising service

 self-regulation by advertisers and agencies
 self-regulation by trade association
 self-regulation by business
 self-regulation by media

In the US, the largest and perhaps the best known of self-regulation by
business is the_____
Better Business Bureau
The British Institute of Practitioners in Advertising (BIPA) defined _____thus:

“Advertising presents the most persuasive possible selling message to the
right prospects at the lowest possible cost.”
Advertising
The _____ defined advertising thus: “Advertising presents the most

persuasive possible selling message to the right prospects at the lowest
possible cost.”
British Institute of Practitioners in Advertising (BIPA)
The coordination of all seller initiated efforts to set up channels of

information and persuasion in order to sell goods and services or promote
an idea is _____
Promotion
______is about individual activities that constitute the overall marketing

process
Marketing
The process of determining how set objectives can be accomplished through

the process of considering the three key elements of target market
competitor target markets and establishing a competitive advantage is______
Strategy
______ the choice of target market which means where the manufacturer
wants his product to compete in the market and differential advantage
which means how the company wants the product to compete in the market
place
Positioning
______ is commonly used in sales promotion to indicate those tools that are
applied in sales promotion
Technique
What does USP stands for_____


______ is to attract non users of products and services as well as users of
competing products
Price promotion
The term ______ involves placing factual and newsworthy information

presented in an editorial or journalistic style in a news medium at no direct
cost.
Publicity
______ is placing factual and newsworthy information presented in an

editorial or journalistic style in a news medium at no direct cost
Publicity
PR efforts are usually aimed at various corporate groups including one of

these______
Pressure group
______ is strictly as a specialist activity which attempts to influence

legislation through direct contact with legislators
Lobbying
Planning in advertising is the responsibility of______

Advertising Agency
The______ is the business buyer which the manufacturer targets when

designing the sales promotion
Trade
Unlike advertising the purpose of PR is usually to be by the relevant

publics______
Perceived positively
Packaging uses one of these attributes to achieve its purpose_____

Shape
What type of propaganda uses false information or misinformation for the

selfish interest of the sponsor?
Black propaganda
_____ propaganda is also known as great propaganda

Grey

Anything that interferes with the fidelity of the physical transmission of the
message is known as ______
Channel Noise
When a message is misunderstood even though it is received exactly as it

was transmitted is known as______
Semantic noise
______ has been known traditionally as the most prominent form of

marketing communications
Advertising
What year did the Boston newsletter began carrying ads?

1704
BIPR means_____
British Institute of Public Relations
Merchandising comes from the word ______

merchandise
Merchandising comes from the word, „merchandise‟ which means ______

goods
______ is Process of transmitting thought

Communication
The Iwe Irohin newspaper carried news local advertisement for the first time
between______
1860 and 1865
______ is simply putting thoughts ideas information symbols pictures into a

symbolic form for the receiver to receive and understand
Encoding
_______ represent the stages a consumer passes through with a salesperson

in the personal selling process or with an advert copy in an advertising
process
AIDA
The _____ model represents the stages a consumer passes through in

adopting a new product

innovation adoption
Through sales promotion consumers are offered to buy_____

Inducement
It is because of the ______that the goods are produced

consumer
______ means how consumers think about a product whenever it is

mentioned or remembered Positioning
It is often said that customer or consumer is______

King
______ is the economic sacrifice which a buyer must make to acquire and
enjoy something he desires
Price
Unlike advertising however lobbying uses ______ media

Personal and non personal
______ is commonly used to indicate tools that are applied in sales

promotion
Technique
_______ makes a firms offer more attractive to buyers and requires buyer
participation
Sales promotion
_______ means communicating firms offer to consumers through sales staff

Personal selling
______ is supplemental components of price designed to encourage and

increase purchase behaviour
Price promotion
A firm responsible for creating and placing advertisements in the media on

behalf of its clients is called______
Advertising agency
Originator of a publicity material has control over how the material would be
published

No
______ is defined as an idea a physical entity or a service or a combination of

these elements
Product
Which of the following is Nigerian advertising association?

APCON
Activities carried out with the aim of influencing public policy or programme
is called_____
Lobbying
The first information office in a private business in Nigeria was

establish_____
Shell petroleum development company
An employee of NOUN is an example of______ public

internal public
______are the groups with common interest affected by the acts and policies
of an institution Publics
Good public relations involves acting in the ______ interest

public interest
The ultimate goal of public relations is to ______

create understanding as well as provide information
The Mexican statement generally adopted as acceptable definition of public

relations was put forward in ______
1978
The way organisation sees itself refers to ______

mirror image
In public relations, when we talk about images we mean_______

correct impression
______ involves putting finishing touches to a PR work

Rewriting

"D" in the set of alphabet 'SOLAADS' stands for______
Details
A standard press release has ______ elements

Seven
______ identified five characterise that a speech must possess

Seitel
The must important element of speech delivery is_____

Evaluation
Statements or communications in words pictures, or symbols the diminish

the respect, goodwill etc of a person or institution can be regarded as ______
Defamation
_______ Branch of PR is used to stimulate interest in a product, persons,

organisations through activities designed to interact with public through
staged events
special event
All practitioners of public relations in Nigeria must belong to______

NIPR
Departments of public relation in organization are headed by______

Manager
The closest aim of communication to public relation is_____

Advertising
______Refers to the systematic collection and interpretation of information to

increase understanding
Research
_______Provides the PR practitioner with information concerning his success

or failure in accomplishing his objectives
Feedback
An action undertaken by a public relations practitioner to determine the

success or otherwise of a PR campaign program is referred to as______
Evaluation

_____ represents a guide or blue print for carrying out a given task
Model
The proponent of RACE model of public relations is_____

John Marston
_______ is used to analyse the standing of a company with its target publics
Communication audits
Interviews can be person - to -person or via_______

Telephone
_______ is used to explore how people will react to proposals and to gathered
information useful for developing questionnaires to be used in informal
research methods
focus groups
Public relations research is categorised into_____

Two
At the planning stage of public relations, research is used to______

Identify the problem
The first stage in public relations process is_____

Research
_____ refers to the systematic collection and interpretation of information to

increase understanding
Research
The art and sciences of analysing trends, predicting their consequences

which will serve the public interest is_______
Public Relations
The true consultant of a PR department is the______

The counselor
______ Department of public relations has the duty of publicity to augment

advertising campaigns
PR departments of advertising agency

Public Relations conducts opinion surveys of an organisations various
publics through_____
Research
The acronym TQM stands for______

Total Quality Management
_____ consists of annual reports, brochures, articles etc of an organisation

Publications
_____ and__ ___ are used to pass information about an organisation

press, mass media
______ is the developer of the course principles and practice of Public

Relations
Onwunali
The Phrase Public Relations Counsel is Credited to_____

Edward Barneys
______ published the two books on public relations and propaganda

Edward Barneys
______ is reorganised to have played a major role in the development of

public relations
Thomas Lee
The spread of Christianity in the middle ages can be linked to the use
of______
Public relations
_____ consists of groups of that are presently not familiar with your
organisation and not relevant to the organisations business
non-traditional publics
The set of members of an organisation who reorganise that they are

somehow affected by or involved in a problem situation shared by others is
called _______
aware publics
_____ defined ethics as "How we ought to live"

Socrates

The branch of philiosophy that deals with issues of right and wrong in
human affairs is______
Ethics
The Josephson institute for advancement of ethics identified______ universal

ethics
Ten
Public relations turn apathy into ______

Interest
_____ section of the constitution of NIPR provides for a code of ethics that is
reorganised as a declaration of principles for the guidance of members of the
institute
section 3 (v)
IPRA members are expected to abide by a code of ethics known as _____

code of Athens
"A member shall have a positive duty to observe the highest standards in the
practice of public relations" explains the provision of_____
standards of professional conduct
The IPR code of professional practice was first reviewed in _____

1985
The acronym PRCA stands for______

Public Relations Consultants Association
______ consists of corporate bodies as opposed to individual membership

PRCA
"clause 4" of the British institute of public relations code of professional

conduct stands for _____ undisclosed interest
______ means communicating a firm‟s offer to consumers through unpaid

news releases
Publicity
______ means any effort made to package a product physically and/or

psychologically in order to gain popular patronage.

Merchandising
Merchandising uses the following attributes to achieve its purpose:

1. colour
2. graphics
3. shape
4. size and others
______ involves psychological packaging or branding designed to foster a

positive mental image.
Merchandising
The key difference between advertising and merchandising is that_____

Merchandising professionals focus on brand appearance, advertising
practitioners focus on communicating and promoting those attributes
through the media.
______ are generally perceived as mysterious, obscure and unscrupulous

influence peddlers, fixers and five per centers
Lobbyists
______ can be defined strictly as a specialist activity which attempts to

influence legislation through direct contact with legislators.
Lobbying
Lobbying uses personal and non-personal media such as:

a. Letters
b. Telephone calls
c. Speeches and others to advance their activities.
Sponsorship involves investment on causes or events for the purposes of

achieving various objectives. Such objectives could include:
1. Increased brand awareness
2. Enhanced brand image
3. Increased sales volume
______ is defined as a clever presentation of selected information and ideas

arguing in favour of one viewpoint while obscuring the others
Propaganda
Grey propaganda is also known as_____.

great propaganda

Advertising is a kind of _____ which has long been accepted as a way of
doing business in modern times.
prey propaganda
______ involves information given out for the benefit of a target group and
not necessarily for pecuniary benefits for the sponsoring organisation.
White propaganda
______ is practice or act of deliberately sending out false information or

misinformation for the selfish interest of the sponsor.
Black propaganda
______ is a process of dissemination information or ideas through

impersonal media to a large diversified audience.
Advertising
An _____ is a successful message only when its intended meaning is

commonly understood and shared by the senders and majority of the
receivers.
Advertisement
According to Gamble and Gamble (2010:6) ______ is anything that interferes

with or distorts our ability to send or receive messages.
Noise
A noise can be either ______or external.

internal
A noise can be either internal or______.

external
______ noise is attributed to the psychological makeup, intellectual ability, or

physical condition of the communicator
Internal
______ noise is attributed to the environment.

External
According to _____noise is anything that interferes with or distorts our

ability to send or receive messages.
Gamble and Gamble (2010:6)

______ is attributed to the psychological makeup, intellectual ability, or
physical condition of the communicator
Internal noise
In a typical_____, the model of communication is fully acted out, through

encoding of the message as done by the copywriter/advertiser, through any
chosen medium, such as radio, television, newspaper or magazine which
now gets to the receiver or consumer.
advertising message
In a typical advertising message, the ______ is fully acted out, through

encoding of the message as done by the copywriter/advertiser, through any
chosen medium, such as radio, television, newspaper or magazine which
now gets to the receiver or consumer.
model of communication
The effectiveness or durability of any piece of ______ is a function of the

unique circumstances of individual members of the audience.
advertising message
The effectiveness or durability of any piece of advertising message is a

function of the unique circumstances of individual members of the_____.
Audience
Another obstacle to mass communication process is_____

channel noise
______ is anything that interferes with the fidelity of the physical

transmission of the message.
channel noise
______ involve a repetition of the main idea to ensure that the main basic
message gets across to the audience even if a part of it is lost.
Redundancy
______ is a variant of channel noise; it occurs when a message is

misunderstood even though it is received exactly as it was transmitted.
Semantic noise

______ Interference can cause pseudo-communication which occurs when an
audience member understands the message differently from what the sender
intends.
Semantic
Semantic _____ can cause pseudo-communication which occurs when an

audience member understands the message differently from what the sender
intends.
Interference
______ can cause pseudo-communication which occurs when an audience

member understands the message differently from what the sender intends.
Semantic interference
A word may have both _____ and connotative meanings

denotative
A word may have both denotative and ______ meanings

connotative
_____ meaning is the standard, dictionary meaning while connotative is

subjective and emotional.
Denotative
______ is most effective when it includes a response device which facilitates

audience participation and feedback.
Advertising
Advertising is most effective when it includes a response device which

facilitates ______ and feedback.
audience participation
Advertising is most effective when it includes a response device which

facilitates audience participation and_____.
feedback
______ is usually delayed in the normal mass communication process

Feedback
______ , being a type of mass communication, is a process of disseminating

information or ideas through impersonal media to a large diversified
audience.

Advertising
Advertising is just a component of the______.

marketing communication mix
There are ______major elements of the marketing communications mix.

Five
______ is defined as non-personal message, paid for by an identified sponsor,

and disseminated through mass channels of communication to promote the
adoption of goods, services, persons or ideas.
Advertising
_______ use media such as television, radio, outdoor signage, magazines,

newspapers, cell phones and the Internet to deliver their advertising
messages.
Marketers
_______ is the process of deliberately seeking to positively influence feelings,

opinions and beliefs about a company and its market offering to a variety of
publics or stakeholders.
Public relations
______ means those activities which provide extra value or incentive to

ultimate consumers, wholesalers, retailers or other organisational customer
and that can stimulate immediate sales.
Sales promotion
There are ______ major types of sales promotion.

two
There are two major types of sales promotion. These are ______
consumer sales promotion and trade sales promotion
______ promotion focuses on the ultimate user or consumer of the product

or service.
Consumer sales
______ promotion is targeted at the retailers, wholesalers, distributors and

other business buyers.
Trade sales

_____ is a type of selling that involves interpersonal communications
between a seller and a buyer to satisfy buyer needs to the mutual benefits of
both parties.
Personal selling
_______ is the strategic integration of multiple means of communicating with

target markets to form a comprehensive and consistent message.
IMC
IMC means______
Integrated Marketing Communications
The ______ is easily the period from time immemorial to the 19th century
and coincides with the period covering between US Independence up to the
Civil War era.
Pre-industrial age
Pre-industrial age period was characterised by the following

 larger and more complex markets
 increased demand for products
 slow development for the need for advertising
The Better Business Bureau was founded in the United States in _____ as a
major self-regulating agency.
1912
The Pure Food, Drug and Cosmetic Act was passed in_____
1934
The Wheeler-Lea Amendment to the Federal Trade Commission Act was

passed in_____
1938
Paper-making reached Europe as early as_____

1085
Paper-making got to Spain by_____

1150
France had a paper mill by_____

1190

Italy had a paper mill by______
1276
handbill tacked on church doors in _____ as early as 1472.
London
handbill tacked on church doors in London as early as______.
1472
In the American colonies, the Boston newsletter began carrying ads in ______
1704
By______, Benjamin Franklin, the father of advertising art, became the first
to make ads very legible by using large headlines and considerable white
space which became known as illustrations in ads.
1739
By 1739, _____, the father of advertising art, became the first to make ads
very legible by using large headlines and considerable white space which
became known as illustrations in ads.
Benjamin Franklin
The father of advertising art is_____

Benjamin Franklin
According to John-Kamen (2006), between______, the “Iwe Irohin” newspaper

carried news, local advertisement and championed the campaign against
human trafficking of slave trade.
1860 and 1865
According to John-Kamen (2006), between 1860 and 1865, the

______newspaper carried news, local advertisement and championed the
campaign against human trafficking of slave trade.
Iwe Irohin


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WINSMART ACADEMY

MOTTO: PERSONALISED TUTORING FOR LEADERS OF TOMORROW

MAC132 PRINCIPLES OF ADVERTISING AND SALES PROMOTION

_____ is been defined as the coordination of all seller-initiated efforts to set

______ is communicating a firm‟s offer to consumers through paid media

______ means communicating the firm‟s offer to consumers through the

Daramola (2010) observes that advertising means different things to

The British Institute of Practitioners in Advertising (BIPA) defined

BIPA is an acronym for_____

AMA is an acronym for _____

PLEASE PATRONISE US FOR MORE EXAM SUMMARY, PAST QUESTION

APCON is an acronym for _____

______is often viewed in terms of individual activities that constitute the

According to Belch and Belch (2007:7), “one popular conception of

______ may be seen as consisting of advertising or related activities

A definition of marketing given by American Marketing Association (AMA)

_____________can be viewed as a key component of marketing planning

The process of determining how set objectives can be accomplished through

There are _____________ tests of effective strategy

PLEASE PATRONISE US FOR MORE EXAM SUMMARY, PAST QUESTION

_______________is commonly used in sales promotion to indicate those tools

The advertising agency is a firm comprising professionals who are

______________are staffed with creative people and media buying specialists

______________ is the commercial nerve centre of Nigeria

A _____________may be defined as a legal business, either corporate or

PLEASE PATRONISE US FOR MORE EXAM SUMMARY, PAST QUESTION

Manufacturers usually produce physical, tangible goods off their factories.

______________ produces the product and commissions an advertising (ad)

It is the function of the manufacturer/firm/company that pays the bill and

USP is the acronym for______________

_____________ can be defined as that aspect of human behaviour that relates

Consumer behaviour can sometimes be a rational act which begins with

PLEASE PATRONISE US FOR MORE EXAM SUMMARY, PAST QUESTION

The ____________ is the business buyer which the manufacturer targets

A _____________ is the entity that makes a good through a process involving

______________ produce physical, tangible products or goods in their

These are examples of manufacturing companies: cement manufacturers

The key elements of marketing are the following

The _____________ is indeed the reason a company exists.

A product is seen from both marketer‟s and consumer‟s perspective. To the

PLEASE PATRONISE US FOR MORE EXAM SUMMARY, PAST QUESTION

_____________ is the economic sacrifice which a buyer must make in order to

The basic goal of price promotion is to _______________

PR is the acronym for______________

_____________ involves placing factual and newsworthy information

The sponsor of an advertisement has almost complete control over its

PLEASE PATRONISE US FOR MORE EXAM SUMMARY, PAST QUESTION

Public Relations Consultants of Nigeria (PRCAN) has its headquarters

Merchandising comes from the word, „merchandise‟ which means goods,

Merchandising comes from the word, „merchandise‟ which means

_______________ means any effort made to package a product physically

Merchandising uses the following attributes to achieve its purpose

______________ involves psychological packaging or branding designed to

The key difference between advertising and merchandising is that while

Lobbyists are generally perceived as mysterious, obscure and unscrupulous

PLEASE PATRONISE US FOR MORE EXAM SUMMARY, PAST QUESTION

Lobbying uses personal and non-personal media such as

Sponsorship involves investment objectives could include:

 Increased brand awareness

_____________ is defined as a clever presentation of selected information and

There are ____________ types of Propaganda

The following are the types of propaganda

_____________is the practice or act of deliberately sending out false

The two channels of communication are_ and __