Test: Enterprise Marketing - 1 - CUET MCQ

Competitive parity in advertising is a method of setting a promotional budget in which the marketer tries to match the expenditure of competitors.
Promotional advertising elasticity of demand (AED) is a measure of a market's sensitivity to variations in advertising saturation.
Pulsing advertising is the combination of both continuity and flighting scheduling. Here, ads run whole year round but at a lower side that means less ads, and heavy advertisements are preferred at the peak time. So this model has advantages of both the other models. Generally, scheduling is fixed for a month.

Advertising is not a factor to be considered while making the choice of distribution channel. Advertising is required to inform about the product and is required for every type of product whether durable or non-durable, industrial or consumer.

Push, Pull and Profile are the three P's in an organisation's marketing communications strategy.
A Push strategy promotes a product to retailers/distributors in order to force the product down into the distribution channel.
A Pull strategy involves communicating with the end customer or consumer to attract them to the retailer/distributor in order to purchase the product. The strategy used to satisfy an organisation's corporate promotional goals are developed through what is referred to as a Profile strategy. This third component of an overall communication strategy is all about satisfying the needs of the stakeholders.

Pioneer advertising is the name given to the advertising campaign to launch a brand-new product category. The purpose of pioneer advertising is to inform consumers what the product is, where it can be found, and how they can benefit from it.
Institutional advertising is used to improve a company's image instead of promoting an individual product.
Product advertising is a paid promotional communication that attempts to induce consumers to purchase a product. Communication channels utilized for product advertising include television, radio, print media, websites, social media, and billboards.
Competitive advertising is the form of advertising in which a business or a company shows its superiority of its products over similar offerings from its competitors. It is also known as comparative advertising. Competitive advertising is done to influence consumer's choice and secure a larger market share.

Mural advertising is outdoor advertising. It is the oldest medium of advertisement. It consists of posters, bill boards, electrical displays, etc. Furthermore, it is any type of hand-painted advertising that appears on a wall. The ads are sometimes called hand-painted billboards. There's no standard size, location or style.

Life of magazine advertising is longer than newspaper advertising as newspaper is not read again and again, but magazine is read again and again and is preserved for a long time.

A company following a strategy of advertising the product for a period followed by a period with no advertising is called flighting.
Flighting refers to the period when advertising is being run, while the cessation period is known as a hiatus.

Individual branding is a marketing strategy in which every product a company sells has its own unique brand name. The policy helps establish a unique image and identity. It also helps make a brand occupy a distinct position relative to rival brands, i.e. positioning.
Examples of individual product branding include Procter & Gamble, which markets multiple brands such as Pampers, and Unilever, which markets individual brands such as Dove.

A distribution channel represents a chain of businesses or intermediaries through which the final buyer purchases a good or service. Distribution channels include wholesalers, retailers, distributors, and the Internet. In a direct distribution channel, the manufacturer sells directly to the consumer. These channels have direct connection with consumers. So, they know what the needs of consumers are.

Competitive pricing is also known as market level pricing. The market is highly competitive, and the prices are determined by the forces of demand and supply. Every firm tends to follow the current market rate; hence, competitive pricing strategy is also known as market level pricing.