Advertising and Sales Promotion Online MCQ Set 20

QN01. Which type of advertising objective is the most important for mature products?

  1. Informative advertising
  2. Comparison advertising
  3. Persuasive advertising
  4. Reminder advertising
Answer

(D)Reminder advertising

QN02. The most important element of "marketing mix" is

  1. The product
  2. The price of the product
  3. The advertising support
  4. A sound distribution network
Answer

(A)The product

QN03. The first thing a reader notices in a printed advertising is the:

  1. Headline
  2. Illustration
  3. Copy
  4. Format
Answer

(B)Illustration

QN04. Which among them is not a function of advertising;

  1. Eliminate seasonal fluctuations
  2. Creates confidence in quality
  3. Balancing consumers´ budget
  4. Increase in per-capita use
Answer

(C)Balancing consumers´ budget

QN05. The research which enables an ad agency to better understand how consumers use a product or service is, ______________

  1. Evaluative Research
  2. Strategic research
  3. Target Research
  4. Consumer Research
Answer

(B)Strategic research

QN06. Which among them is not a function of advertising;

  1. Increase sales
  2. Increase in per-capita use
  3. Increase the annual income of the consumer
  4. Eliminate seasonal fluctuations
Answer

(C)Increase the annual income of the consumer

QN07. Identify the theory not considered as theories of advertising;

  1. Stimulus Response Theory
  2. The Starch Model
  3. DAGMAR Model
  4. Cultivation Theory
Answer

(D)Cultivation Theory

QN08. What are the major advantages of an effective integrated advertising campaign?

  1. Impact
  2. Precision of message
  3. Cultivation of customer relationships
  4. All of the above
Answer

(D)All of the above

QN09. Copy testing is a specialized field of marketing research that determines an ad´s effectiveness among consumers. It is also known as,

  1. Post-testing
  2. Copy tasting
  3. Pre-testing
  4. Primary testing
Answer

(C)Pre-testing

QN10. ______________ are established to influence government policy, corporate policy or public opinion.

  1. Marketing Group
  2. Persuasive Group
  3. Lobby Group
  4. Agenda setting Group
Answer

(C)Lobby Group

QN11. ______________ is an advertising strategy in which low-cost unconventional means are utilized to convey or promote a product or an idea.

  1. Guerrilla Marketing
  2. Alternate Marketing
  3. Bandwagon
  4. Heartstrings
Answer

(A)Guerrilla Marketing

QN12. POP advertising include ads on the following except:

  1. Shopping carts
  2. Shelves
  3. Magazines
  4. Cart straps
Answer

(C)Magazines

QN13. The term marketing refers to:

  1. New product concepts and improvements
  2. Advertising and promotion activities
  3. A philosophy that stresses customer value and satisfaction
  4. Planning sales campaigns
Answer

(C)A philosophy that stresses customer value and satisfaction

QN14. Which of the following is NOT an internal factor that influences the consumer product acquisition process include

  1. Learning
  2. Family
  3. Self-concept
  4. Perceptions
Answer

(B)Family

QN15. Define Audience turnover:

  1. The income received from consumers
  2. Annual turnover of an ad agency
  3. Broadcast audience that changes over time
  4. Feedback/responses from audience to an ad
Answer

(C)Broadcast audience that changes over time

QN16. Printing to the edge of the page, with no margin or border:

  1. Drop
  2. Over Printing
  3. Edged printing
  4. Bleed
Answer

(D)Bleed

QN17. What is called as overrun?

  1. The ad people working over time to complete an ad on time
  2. The negative response of the audience when an ad exposed to them
  3. Additional copies of an advertisement beyond the number actually ordered or needed
  4. Trail run of an ad before it is published or broadcasted
Answer

(C)Additional copies of an advertisement beyond the number actually ordered or needed

QN18. `Sixty´ is an advertising jargon, which means;

  1. A broadcast commercial runs in one minute
  2. Time slot for advertisements within a broadcast programme
  3. Maximum time allotted for a broadcast commercial
  4. An informational advertisement programme fro 60 secs
Answer

(A)A broadcast commercial runs in one minute

QN19. A broadcast station´s record of its programming is known as;

  1. Record
  2. Log
  3. Beat
  4. Register
Answer

(B)Log

QN20. Cross Selling means;

  1. Identifying customer needs
  2. Convincing the customers of product benefits
  3. Responding to questions and objections of customers
  4. All of these
Answer

(D)All of these

QN21. Conflicts between different levels of the same channel of distribution are referred to as:

  1. Horizontal conflicts
  2. Vertical conflicts
  3. Layer-based conflicts
  4. Parallel conflicts
Answer

(B)Vertical conflicts

QN22. If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following mass media types?

  1. Newspapers
  2. Television
  3. Direct Mail
  4. Radio
Answer

(A)Newspapers

QN23. The last stage in the selling process is the ______________ stage.

  1. Approach
  2. Handling objections
  3. Closing
  4. Follow-up
Answer

(D)Follow-up

QN24. Expand `TRP´.

  1. Television Reader Poll
  2. Television Rating Poll
  3. Television Rating Points
  4. Television Rating Programme
Answer

(C)Television Rating Points

QN25. What termed as consumer perception?

  1. Consumer receives, organize, and interprets an ad
  2. Consumer identifies and compare a product with the competitors product
  3. The attitude of a consumer to a newly launched brand in the market
  4. The method of distinguishing products of different companies
Answer

(A)Consumer receives, organize, and interprets an ad

QN26. Identify the largest advertiser.

  1. Wal-Mart
  2. General Motors
  3. Procter & Gamble
  4. Xerox
Answer

(C)Procter & Gamble

QN27. A /an ______________ reimburses a retailer for extra in-store support or special featuring of a brand.

  1. Organizational allowance
  2. Merchandise allowance
  3. Case allowance
  4. Finance allowance
Answer

(B)Merchandise allowance

QN28. One reason for NOT using the outdoor advertising is

  1. Its local market focus
  2. Its high costs
  3. Its lack of visibility
  4. Its inability to communicate short, pithy messages
Answer

(A)Its local market focus

QN29. What is USP?

  1. A quality/ feature that is unique to a given brand/product which competitors cannot/do not offer
  2. A quality/ feature that is not unique to a given brand/product which being advertise
  3. A quality/ feature of a product/ brand similar to that of the competitor´s product/ brand
  4. A product that can sell well
Answer

(A)A quality/ feature that is unique to a given brand/product which competitors cannot/do not offer

QN30. Writing text for advertisements is called:

  1. Ad writing
  2. Art Production
  3. Illustration
  4. Copy writing
Answer

(D)Copy writing

QN31. In financial terms Return on Investment(ROI) is the calculation used to determine,

  1. The increase in profit on an advertised product
  2. The profit received for a particular product in share market
  3. The relative efficacy of an ad campaign
  4. The return of revenue after an ad campaign
Answer

(C)The relative efficacy of an ad campaign

QN32. A Boutique agency focuses on which aspect of advertising?

  1. Media
  2. Retail clients
  3. Planning
  4. Creativity
Answer

(D)Creativity

QN33. A graphical representation of the media schedule information is called a

  1. A Timetable
  2. A Media Plan
  3. A Media Flowchart
  4. Media Objectives
Answer

(C)A Media Flowchart

QN34. A great deal of advertising is directed towards ___________ of the target audience.

  1. Measuring the reaction
  2. Changing the perception
  3. Generating a response
  4. Getting the attention
Answer

(D)Getting the attention

QN35. A pitch is a presentation by an agency to a prospective client which outlines how they would approach and resolve:

  1. Allocating advertising expenditures
  2. Identifying strategic and creative issues
  3. Using new media
  4. Changing communications methods
Answer

(B)Identifying strategic and creative issues

QN36. A post-campaign analysis examines

  1. media and digital tear sheets for accuracy
  2. costs of magazines per insertion
  3. the expenditures made in media and cross-checks them
  4. rate cards and costs of broadcast commercials
Answer

(A, C)
media and digital tear sheets for accuracy
the expenditures made in media and cross-checks them

QN37. A Pull positioning strategy targets:

  1. Distributors
  2. End users
  3. Suppliers
  4. Stakeholders
Answer

(B)End users

QN38. A shift towards a more integrative approach to marketing communications was assisted by;

  1. The development of sales promotion methodologies
  2. The development of Web 2.0 technologies
  3. The development of agency collaboration strategies
  4. The development of database technologies
Answer

(D)The development of database technologies

QN39. According to Tellis (2009) advertising effectiveness can best be improved by changing the;

  1. the size of the budget,
  2. the content,
  3. the frequency of repetition,
  4. the amount of advertising
Answer

(B)the content,

QN40. According to the Institute of Advertising Practitioners, the hierarchy of objectives consists of;

  1. Business, Communication and Intermediate
  2. Sales, Intermediate and Defined
  3. Business, Behavioural and Intermediate
  4. Communication, Behavioural and Sales
Answer

(C)Business, Behavioural and Intermediate

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