Advertising and Sales Promotion Online MCQ Set 23

QN01. Mobile marketing has innovative ways to reach the consumer. Which of the following is not one of them?

1. Barcode calls-to-action
2. Mobile apps
3. Yellow pages advertising
4. Mobile retail payments

Answer

(C)Yellow pages advertising

QN02. Mobile marketing to-date is most successful among

1. Younger consumers
2. American consumers
3. Asian consumers
4. Spanish consumers

Answer

(A, C)
Younger consumers
Asian consumers

QN03. Most of the early advertising models were developed on the principle that individuals are cognitive information processors and that ads are understood as a result of_________________________

1. emotional involvement processing
2. superior recall
3. information processing
4. advertising triggers

Answer

(C)information processing

QN04. Music is used frequently in advertising as ___________

1. an executional cue
2. a standout feature
3. background
4. a mood setter

Answer

(A)an executional cue

QN05. Name two of the three major types of advertising found in newspapers

1. Classified
2. Display
3. Below-the-line
4. Banner

Answer

(A, B)
Classified
Display

QN06. Of the following, which is not a method of costing media

1. CTR
2. CPA
3. CPR
4. CPM

Answer

(C)CPR

QN07. One advantage of Mobile marketing is that it is not

1. Inferior in its creative possibilities
2. Place-based media
3. Prone to security breaches
4. Dependent on GPS systems

Answer

(B)Place-based media

QN08. One of the following is not a strength of magazines

1. Inherent design flexibility
2. Shelf-life
3. Quality reproduction
4. Deadline flexibility

Answer

(D)Deadline flexibility

QN09. One of the main aims of creativity in advertising is to gain:

1. Brand Loyalty
2. Awareness
3. Interest
4. Attention

Answer

(D)Attention

QN10. One of the most important international, culturally oriented research exercises, was undertaken by

1. Hofsvelt
2. Hofshouse
3. Hofstede
4. Hofsmann

Answer

(C)Hofstede

QN11. One significant change in the paid-for media environment is

1. Terrestrial and satellite radio offerings
2. The number of print vehicles available
3. The presence of social media sites
4. The addition of cable TV

Answer

(C)The presence of social media sites

QN12. One strength of using mobiles in a media plan is that they

1. Are efficient on slower networks
2. Have short and fleeting messages
3. Are more important than TV as a medium
4. Allow a social peer group to spread an idea quickly

Answer

(D)Allow a social peer group to spread an idea quickly

QN13. One weakness in using out-of-home media is

1. Difficult to Measure and Control
2. Delivers Excellent Reach
3. Demographic Flexibility
4. Relatively Low Cost

Answer

(A)Difficult to Measure and Control

QN14. One weakness of using mobiles in a media plan is

1. Rich content delivery is better than on a computer
2. Privacy issues are of great concern among mobile users
3. All devices are standardized for easy use across operating systems
4. The message is long-lived

Answer

(B)Privacy issues are of great concern among mobile users

QN15. Opinion leaders and opinion formers are an integral part of which model of communication

1. Linear
2. Interactional
3. Relational
4. Influencer

Answer

(D)Influencer

QN16. Paid advertising based on a per-click model is called

1. Source advertising
2. Sponsored search-engine advertising
3. Feedback
4. ICT indicators
5. Search Engine Optimization

Answer

(B)Sponsored search-engine advertising

QN17. People exposed to more advertising clutter

1. remember more of it
2. only remember some of it
3. remember none of it
4. remember less of it.

Answer

(D)remember less of it.

QN18. People not only consume media simultaneously, they also consume more media than in previous periods. Estimates put this between, but

1. 3 and 7 hours a day
2. 7 and 11 hours a day
3. 5 and 9 hours a day
4. 9 and 13 hours a day

Answer

(B)7 and 11 hours a day

QN19. Perception is concerned with how individuals ___________ stimuli so that they can understand the world.

1. organise and interpret, select
2. select, organise and interpret
3. interpret, select and organise

Answer

(B)select, organise and interpret

QN20. Place-based media occur in which venues?

1. Spectaculars
2. Transport
3. Scaffolding Wraps
4. Outdoor Billboard

Answer

(A, C)
Spectaculars
Scaffolding Wraps

QN21. Print advertising is sometimes also called

1. Electronic Advertising
2. Business Advertising
3. Press Advertising
4. None of the above

Answer

(C)Press Advertising

QN22. Procter & Gamble employ what kind of model to agency management?

1. AML
2. SAL
3. BAL
4. PIL

Answer

(C)BAL

QN23. Psychographic profiles would include

1. The post code of the consumer
2. The generation to which the consumer belongs
3. The lifestyle habits, attitudes and values of the consumer
4. None of the above

Answer

(C)The lifestyle habits, attitudes and values of the consumer

QN24. Radio is often referred to as:

1. Surround Sound
2. The Theatre of the Absurd
3. The Theatre of the Mind
4. Mindful Theatre

Answer

(C)The Theatre of the Mind

QN25. Reach is defined as?

1. The total number of duplicated exposures
2. The Number of times a reader is exposed to a message
3. Insufficient exposure to the target audience
4. The total number of unduplicated exposures

Answer

(D)The total number of unduplicated exposures

QN26. Recent thinking has shown that feelings and emotions shape our thoughts, at all times. This means that advertising might;

1. be effective when integrated
2. be effective through mere exposure
3. be effective through a high level of exposure
4. be effective through high frequency exposure

Answer

(B)be effective through mere exposure

QN27. Reinforcement campaigns work by ______________________:

1. Developing new behaviours
2. Reinforcing existing behaviour
3. Changing behaviour
4. Reminding about product attributes

Answer

(B)Reinforcing existing behaviour

QN28. Richards and Curran (2002) labelled the definition ‘Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.’ as a ___________

1. proposed definition
2. classic definition
3. current definition
4. retrospective definition

Answer

(A)proposed definition

QN29. Rossiter and Bellman (2005) present the link between deontological and teleological ethical theories as a two part principle based on what?

1. Legislation
2. Creativity
3. Identity
4. Truth

Answer

(D)Truth

QN30. Schramm (1955) determined that communication consisted of a series of core, essentially sequential activities. These are:

1. encoding, understanding, and decoding
2. sourcing, encoding, and decoding
3. encoding, signal, and decoding
4. encoding, decoding, and feedback

Answer

(C)encoding, signal, and decoding

QN31. Shimp (2010) identifies that although advertisers aim for their ads to be creative, they also need them to ___________ in the memory of the receiver. Complete blank:

1. Remain
2. Stick
3. Stay
4. Hold

Answer

(B)Stick

QN32. Shimp (2010) proposes creative advertising consists of three elements – complete:
1. C ___________
2. A ___________
3. N ___________

1. Connectedness, Appropriateness and Novelty
2. Connectedness, Novelty and Appropriateness
3. Appropriateness, Connectedness and Novelty

Answer

(A)Connectedness, Appropriateness and Novelty

QN33. SIM stands for

1. Social Media Marketing
2. Social Influence Marketing
3. Web 2.0 technologies
4. Social Instant Medium

Answer

(B)Social Influence Marketing

QN34. Sir John Hegarty is the Global Artistic Director for which agency:

1. PHD
2. HAVAS
3. BBH
4. CHI & Partners

Answer

(C)BBH

QN35. Social media measurement can gather information on

1. Word of mouth
2. New customers
3. Readership
4. Operational efficiency

Answer

(A,B,D)
Word of mouth
New customers
Operational efficiency

QN36. Strategic balance considers the relation between:

1. Marketing strategies
2. Advertising strategies
3. Push, pull and profile strategies
4. Business strategies

Answer

(C)Push, pull and profile strategies

QN37. Strategic media planning is a complex challenge because advertises must use their knowledge of

1. Psychographics
2. Demographics
3. Behavioural characteristics
4. All of the above

Answer

(D)All of the above

QN38. Strategy can be applied at which of the following levels?

1. Communications
2. Corporate
3. Marketing
4. Advertising

Answer

(A,B,C,D)
Communications
Corporate
Marketing
Advertising

QN39. Stuhlfaut (2011) offers a concept which he refers to as the Creative ___________.

1. Idea
2. Content
3. Context
4. Code

Answer

(D)Code

QN40. Successful brands might be considered to encapsulate the three Brand Ps (3BPs). These are;

1. performance, processes, and preferences
2. promises, processes and payback
3. promises, positioning and performance
4. positioning, preconditions, and preference

Answer

(C)promises, positioning and performance