Q81: ___ is direct communications with carefully targeted individual consumers to obtain an immediate response.
A. Personal selling
B. Public relations
C. Direct marketing
D. Sales promotion
Answer
Answer: C. Direct marketing
Q82: Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?
A. advertising
B. personal selling
C. public relations
D. sales promotion
Answer
Answer: A. advertising
Q83: The promotion tool that may include coupons, contests, premiums, and other means of Attracting consumer attention is best described as being which of the following?
A. advertising
B. personal selling
C. public relations
D. sales promotion
Answer
Answer: D. sales promotion
Q84: A ___ is a promotion strategy that calls for using the sales force and trade Promotion to move the product through channels.
A. push strategy
B. pull strategy
C. blocking strategy
D. integrated strategy
Answer
Answer: A. push strategy
Q85: Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?
A. Push strategy
B. Pull strategy
C. Blocking strategy
D. Integrated strategy
Answer
Answer: B. Pull strategy
Q86: Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?
A. Push strategy
B. Pull strategy
C. Blocking strategy
D. Integrated strategy
Answer
Answer: A. Push strategy
Q87: Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:
A. Setting advertising objectives.
B. Conducting advertising culture audit
C. Setting the advertising budget.
D. Developing advertising strategy.
Answer
Answer: B. Conducting advertising culture audit
Q88: The first step in developing an advertising program should be to:
A. Set advertising objectives.
B. Set the advertising budget.
C. Evaluate advertising campaigns.
D. Develop advertising strategy.
Answer
Answer: A. Set advertising objectives.
Q89: A specific communication task to be accomplished with a specific target audience during aspecific period of time is called an:
A. Advertising campaign.
B. Advertising objective.
C. Advertising criterion.
D. Advertising evaluation.
Answer
Answer: B. Advertising objective.
Q90: Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?
A. to inform
B. to persuade
C. to remind
D. to make profits
Answer
Answer: D. to make profits
Q91: ___ is used heavily when introducing a new product category.
A. Persuasive advertising
B. Inferential advertising
C. Reminder advertising
D. Informative advertising
Answer
Answer: D. Informative advertising
Q92: Keeping consumers thinking about the product is the objective for which type of advertising?
A. Informative advertising.
B. Psychological advertising.
C. Reminder advertising.
D. Persuasive advertising.
Answer
Answer: C. Reminder advertising.
Q93: Determining the promotion budget on the basis of financial availability of capital is Characteristic of which of the following budget methods?
A. Affordable method
B. percentage-of-sales method
C. competitive-parity method
D. objective-end-task method
Answer
Answer: A. Affordable method
Q94: Setting the promotion budget so as to match the budgets of the competitors is Characteristic of which of the following budget methods?
A. Affordable method
B. Percentage-of-Sales method
C. competitive-parity method
D. Objective-end-task method
Answer
Answer: C. competitive-parity method
Q95: ___ are vehicles or channels through which the advertising messages are transmitted to target consumers so that the desired action may be induced at the consumer level
A. advertisement media
B. advertisement copy
C. advertising layout
D. teaser advertisements
Answer
Answer: A. advertisement media
Q96: ___ is a plan of presenting the message in a more specific and compact form within the advertising space available to the target consumers
A. advertisement media
B. advertisement copy
C. advertising layout
D. teaser advertisements
Answer
Answer: C. advertising layout
Q97: All of the following methods are used for evaluating advertising effectiveness EXCEPT:
A. Pre- test
B. Post- test
C. Concurrent test
D. Marginal test
Answer
Answer: D. Marginal test
Q98: All of the following methods are considered to be concurrent testing methods EXCEPT:
A. consumer diaries
B. co-incidental surveys
C. readability studies
D. electronic devices
Answer
Answer: C. readability studies
Q99: The central theme of an advertisement that motivates the consumer to make a Purchase decision is?
A. Advertising appeal
B. Advertisement script
C. Slogan
D. Headline
Answer
Answer: A. Advertising appeal
Q100: The aggregate of all the factors which arouse the needs of customers and guide them in Final selection is called?
A. Advertising appeal
B. Advertising media
C. Advertisement
D. Buying motive
Answer
Answer: D. Buying motive
Q101: Which among the following is not an essential of advertising appeal?
A. It must be conceptually sound
B. It must be interesting
C. It must be economical
D. It must be complete
Answer
Answer: C. It must be economical
Q102: The type of appeal which is related to a person”s psychological and social needs for purchasing products and services?
A. Rational appeal
B. Emotional appeal
C. Moral appeal
D. Humour appeal
Answer
Answer: B. Emotional appeal
Q103: Aishwarya Rai Bachan endorsing L”Oreal is an example of?
A. Rational appeal
B. Beauty appeal
C. Sex appeal
D. Emotional appeal
Answer
Answer: B. Beauty appeal
Q104: The content and context of a message contained in an advertisement is called?
A. Ad copy
B. Script
C. Body
D. Advertising appeal
Answer
Answer: A. Ad copy
Q105: An Ad copy which informs the target group the fact that the manufacturer is established enough to give them the right goods is?
A. Institutional copy
B. straight selling copy
C. Educational copy
D. expository copy
Answer
Answer: A. Institutional copy
Q106: Searching and identifying potential buyers for a product is ___
A. Selling
B. Prospecting
C. Compelling
D. Canvasing
Answer
Answer: B. Prospecting
Q107: If a copy tells openly and directly all the features of a product or a service with the help of Suitable pictures, photos and diagrams to impress a customer, it is called?
A. descriptive copy
B. educational copy
C. straight selling copy
D. expository copy
Answer
Answer: D. expository copy
Q108: An Ad copy that uses the endorsement of a satisfied customer?
A. comparative copy
B. reminder copy
C. expository copy
D. testimonial Ad copy
Answer
Answer: D. testimonial Ad copy
Q109: Which among the following is the right sequence of copywriting process?
A. planning, research, organisation, writing, checking, proof reading, editing, revision
B. research, planning, organisation, writing, checking, proof reading, editing, revision
C. planning, research, organisation, writing, checking, editing, proof reading, revision
D. research, planning, organisation, writing, checking, editing, proof reading, revision
Answer
Answer: A. planning, research, organisation, writing, checking, proof reading, editing, revision
Q110: Consider the following statements: Statement 1: Two major dimensions of advertising are message creation and message dissemination Statement 2: Message creation is meaningful once the advertisement is created.
A. Both statements are right
B. Both statements are wrong
C. Only Statement 1 is correct
D. Only statement 2 is correct
Answer
Answer: C. Only Statement 1 is correct
Q111: Consider the following statements: Statement 1: Media planning refers to series of decision involving delivery of messages to the target audience Statement 2: The central theme of media planning is message dissemination.
A. Both statements are right
B. Both statements are wrong
C. Only Statement 1 is correct
D. Only statement 2 is correct
Answer
Answer: A. Both statements are right
Q112: Consider the following statements: Statement 1: Media planning starts with analysis target audience Statement 2: Media strategy is concerned with the selection of appropriate media)
A. Both statements are right
B. Both statements are wrong
C. Only Statement 1 is correct
D. Only statement 2 is correct
Answer
Answer: B. Both statements are wrong
Q113: Consider the following statements: Statement 1: Print media is the oldest and basic forms of mass communication. Statement 2: Print media can make a faster delivery than broadcast media)
A. Both statements are right
B. Both statements are wrong
C. Only Statement 1 is correct
D. Only statement 2 is correct
Answer
Answer: C. Only Statement 1 is correct
Q114: Consider the following statements: Statement 1: Point of purchase advertising refers to advertising at the place and time of purchase Statement 2: It is similar to window dressing.
A. Both statements are right
B. Both statements are wrong
C. Only Statement 1 is correct
D. Only statement 2 is correct
Answer
Answer: C. Only Statement 1 is correct
Q115: Which among the following is not a function of ad agency?
A. Conduct market analysis
B. Develop advertising plans
C. Develop media strategy
D. Collect feedback from target audience.
Answer
Answer: C. Develop media strategy
Q116: Which among the following is not an objective of advertising research?
A. Improve the efficiency of an ad
B. Develop advertising plans
C. Evaluate impact of an ad
D. To avoid wastage of money
Answer
Answer: B. Develop advertising plans
Q117: Consider the following statements: Statement 1: Post testing is an evaluation conducted to know whether a proposed ad campaign is appealing to target group Statement 2: It is also known as copy testing.
A. Both statements are right
B. Both statements are wrong
C. Only Statement 1 is correct
D. Only statement 2 is correct
Answer
Answer: B. Both statements are wrong
Q118: Showing the product in a picture as being bigger than it actually is an example of
A. Deception
B. Subliminal Ads
C. Obscene ads
D. Challenging
Answer
Answer: A. Deception
Q119: ___ is a self-regulatory voluntary organization of the advertising industry
A. Securities and Exchange Board of India
B. Reserve Bank of India (RBI)
C. Medical Council of India
D. Advertising Standards Council of India (ASCI)
Answer
Answer: D. Advertising Standards Council of India (ASCI)
Q120: Colgate is offering scholarships worth one lakh rupees to Indian students. This highlights
A. Advertising clutter
B. Corporate Social Responsibility
C. Advertising revolution
D. Mass advertising
Answer
Answer: B. Corporate Social Responsibility
