Advertising and Sales Promotion Online MCQ Set 21

QN01. Activities by brands to associate themselves with an event of some description without paying the premium of being an official sponsor is known as:

1. Ambush marketing
2. Viral marketing
3. Free marketing
4. Social marketing

Answer

(A)Ambush marketing

QN02. Addressable media are used

1. for two-way communication
2. to deliver customised marketing messages to identifiable prospects
3. for social media
4. none of the above

Answer

(B)to deliver customised marketing messages to identifiable prospects

QN03. Ads that have substantial emotional content are more effective than informational ads and lead to:

1. stronger levels of recall
2. stronger levels of recognition
3. stronger levels of engagement
4. stronger levels of response

Answer

(C)stronger levels of engagement

QN04. Advertising can also be seen to be misleading, #95;#95;#95;#95;#95;#95;#95;#95;#95;#95;#95;, false, or even socially irresponsible.

1. bureaucratic
2. offensive
3. corrupting
4. long winded

Answer

(B)offensive

QN05. Advertising strategy is concerned with:

1. Positioning
2. Likeability
3. Audiences
4. Communications

Answer

(A, C)
Positioning
Audiences

QN06. Agency structures are changing as result of changes in:

1. Clients communication needs
2. Budgeting methods
3. Creative skills development
4. Global economies

Answer

(A)Clients communication needs

QN07. AIDA stands for

1. Action, Interest, Desire and Attention
2. Attention, Interest, Desire and Action
3. Awareness, Interest, Desire and Action
4. Awareness, Involvement, Desire and Attention

Answer

(B)Attention, Interest, Desire and Action

QN08. All objectives should be – complete these words
1. S ___________
2. M ___________
3. A ___________
4. R ___________
5. T ___________

1. Specific, Timed, Measurable, Achievable, Realistic
2. Measurable, Specific Realistic, Achievable, Timed
3. Specific, Timed, Achievable, Realistic, Measurable
4. Achievable, Realistic, Timed, Specific, Measurable
5. Specific, Measurable, Achievable, Realistic, Timed

Answer

(D)Achievable, Realistic, Timed, Specific, Measurable

QN09. Ambient communication

1. Facilitates the emergence of new platforms such as 3D technology
2. Is only digital in nature
3. Uses the environment to display its marketing messages
4. Engages the consumer in private spaces

Answer

(C)Uses the environment to display its marketing messages

QN10. An increasingly common form of agency remuneration is based on:

1. Media coverage
2. Results
3. Creativity
4. Awareness recall

Answer

(B)Results

QN11. Arising out of interaction is ___________

1. insight
2. understanding
3. persuasion
4. dialogue

Answer

(D)dialogue

QN12. ATR model of advertising stands for

1. accuracy-trial-recognition
2. application-trial-refreshment
3. awareness-trial-reinforcement
4. attention-trial-recall

Answer

(C)awareness-trial-reinforcement

QN13. Behavioural economics is grounded in the belief that people are

1. fundamentally haphazard in their decision making
2. fundamentally irrational in their decision making
3. fundamentally inconsistent in their decision making
4. fundamentally lazy in their decision making

Answer

(B)fundamentally irrational in their decision making

QN14. Brand associations developed with above-the-line techniques use which one of the following as the primary element?

1. Advertising
2. Direct Marketing
3. Public Relations
4. Digital media

Answer

(A)Advertising

QN15. Brand associations developed with around-the-line techniques use which one of the following as the primary element?

1. Direct Marketing
2. Social media
3. Digital media
4. Public Relations

Answer

(B)Social media

QN16. Brand names provide information about which of the following elements;

1. Content
2. Quality
3. Durability
4. Taste

Answer

(A, B, C, D)
Content
Quality
Durability
Taste

QN17. Choose two strengths from the options below of using gaming in the media plan

1. Customized ads can be contextually relevant
2. It is easy to target a precise target audience
3. Gaming ads allow for focus on the advertising
4. Gaming sites can build brand recognition

Answer

(C)Gaming ads allow for focus on the advertising

QN18. Choose two strengths from the options below of using social media in the media plan

1. Develops customer relationships and builds brand loyalty
2. Is low-cost on a Pay-per-click basis
3. Needs few resources
4. Effective word of mouth advertising

Answer

(A, D)
Develops customer relationships and builds brand loyalty
Effective word of mouth advertising

QN19. Classical economic theory suggests that people make ___________ choices in their decision making and even seek to ___________ their opportunities and ___________ expenditure.

1. rational, minimise,maximise
2. maximise, minimise, rational
3. rational, maximise, minimise

Answer

(C)rational, maximise, minimise

QN20. Classical psychological theory considers attitudes to consist of three components. These are ___________

1. affective
2. assumptive
3. cognitive,
4. conative

Answer

(C)cognitive,

QN21. Clearcast is a pre-clearance centre for which types of advertisements?

1. Newspaper
2. TV
3. Online
4. Radio

Answer

(B)TV

QN22. Clients have responded to the environmental developments and industry concentration by

1. undertaking their advertising in-house
2. doing nothing
3. centralising their own communications needs into a single agency
4. demanding single-stop shopping

Answer

(C)centralising their own communications needs into a single agency

QN23. Clutter is defined as

1. An overabundance of messages
2. Coarse paper stock
3. A faulty broadband connection
4. A promotional tool

Answer

(A)An overabundance of messages

QN24. Collectivist cultures emphasise ___________.

1. group skills and outcomes
2. good group membership and participation
3. group outcomes and cohesion
4. group identity and performance

Answer

(B)good group membership and participation

QN25. Colley's DAGMAR principles relate to which method of setting advertising budgets

1. Share of Voice
2. Percentage of Sales
3. Objective and task
4. Affordability

Answer

(C)Objective and task

QN26. Who would normally be responsible for developing the creative brief in an advertising agency?

1. Media planner
2. Account planner
3. Account executive
4. Creative partnership

Answer

(B)Account planner

QN27. Complete the following statement which argues the IPA's approach to planning- A ___________ approach to planning how a ___________ engages it's ______________________

1. holistic/brand/audience
2. brand/audience/holistic
3. audience/holistic/brand

Answer

(A)holistic/brand/audience

QN28. Complete the following statement: ___________ is a critical component of ___________ advertising effectiveness as it ___________ how consumers in different countries and regions perceive advertising.

1. Culture/International/influences
2. Culture/influences/International
3. International/influences/Culture

Answer

(A)Culture/International/influences

QN29. Contemporary media planning is based on precision, ___________ and the creation of opportunities to act and shape behaviour

1. Knowledge
2. Frequency
3. Response time
4. Reach

Answer

(A)Knowledge

QN30. Contemporary online ads can be placed automatically in contextually relevant web locations. This serves to improve;

1. Targeting
2. Effectiveness
3. Profitability
4. Learning

Answer

(A, B, C, D)
Targeting
Effectiveness
Profitability
Learning

QN31. Cost per impressions (CPI) can be applied to

1. Text links
2. Social media
3. Email
4. Web banners

Answer

(A, C, D)
Text links
Email
Web banners

QN32. Country and Place brands are concerned with the selection of 'a consistent mix of __________ and brand _____________with clear connections to a ____________.

1. elements, place of origin, brand values
2. brand values, place of origin, elements
3. brand values, elements, place of origin

Answer

(C)brand values, elements, place of origin

QN33. CPM comparative analysis is one of the

1. Basic units to measure cost efficiency
2. Units used exclusively for TV measurement
3. Units to measure duplicated audience
4. Basic units to measure total audience

Answer

(A)Basic units to measure cost efficiency

QN34. Creativity can be influenced by the relationship between an agency and:

1. Clients
2. Channels
3. Consumers
4. Controllers

Answer

(A)Clients

QN35. Credibility consists of three core elements. They are ___________

1. expertise, motivation and trustworthiness
2. motivation, trustworthiness and power
3. expertise, power and trustworthiness
4. attractiveness, motivation and trustworthiness

Answer

(A)expertise, motivation and trustworthiness

QN36. Critics of advertising argue that it is wasteful in terms of resources allocated to it that might be 'better' deployed in doing what?, reducing prices, product improvements, providing better customer service.

1. Providing better customer services
2. Reducing prices
3. Product improvements
4. Paying staff higher salaries

Answer

(A, B, C)
Providing better customer services
Reducing prices
Product improvements

QN37. Culture is acquired through

1. Learning
2. Parents
3. Experimentation
4. The media

Answer

(A)Learning

QN38. DAGMAR stands for ___________ Advertising ___________for ___________ Advertising ___________

1. Results, Defined, Goals, Measured
2. Goals, Measured, Results, Defined
3. Measured, Results, Defined, Goals
4. Defined, Goals, Measured, Results

Answer

(D)Defined, Goals, Measured, Results

QN39. Dashboards are used for what kind of audience data measurement?

1. Social media
2. Mobile devices
3. Radio
4. TV

Answer

(A)Social media

QN40. Digital media measurement can not

1. Make advertising online cost efficient
2. Profile visitors' online behaviour
3. Provide insights into consuming behaviour
4. Provide measured audience analysis

Answer

(C)Provide insights into consuming behaviour