Advertising and Sales Promotion Online MCQ Set 24

QN01. Successful creativity leads from identifying a client's:

  1. Budget
  2. History
  3. Needs
  4. Location
Answer

(C)Needs

QN02. Target audiences should perceive communications and associated cues as:

  1. Relevant, likeable, timely and of value.
  2. Detailed, realistic, manageable and measurable.
  3. Memorable, humorous, creative and simple
  4. Structured, interesting, viable and understandable.
Answer

(A)Relevant, likeable, timely and of value.

QN03. The 'flighting' media schedule is

  1. A hybrid strategy of scheduling
  2. A continuous pattern of messaging
  3. An intermittent pattern of high activity and low activity
  4. Intermittent, intense activity within a continuous pattern
Answer

(C)An intermittent pattern of high activity and low activity

QN04. The 'Opportunity buy'

  1. Is negotiated in advance of the broadcast season
  2. Occurs one-quarter in advance of the airdate
  3. Occurs when time and space is bought last minute
  4. None of the above
Answer

(C)Occurs when time and space is bought last minute

QN05. The AAR Group helps advertisers to:

  1. Evaluate advertising effectiveness
  2. Find an advertising agency
  3. Set advertising budgets
  4. Manage relationships with agencies
Answer

(B)Find an advertising agency

QN06. The acronym TRP stands for

  1. Target Rating Point
  2. Target Relieve Project
  3. Thousands of Rating Points
  4. Gross Rating Points
Answer

(A)Target Rating Point

QN07. The ASA specify that no advertisement aimed at children should 'contain anything likely to result in children's ___________, ___________ OR ___________harm'.

  1. physical, mental, moral harm
  2. moral harm, physical, mental
  3. mental, moral harm, physical
Answer

(A)physical, mental, moral harm

QN08. The body that regulates advertising in the UK is:

  1. ASI
  2. AAR
  3. ASS
  4. ASA
Answer

(D)ASA

QN09. The Committee of Advertising Practice (CAP) covers ___________ advertising, ___________ promotion and ___________ marketing. Complete blanks

  1. direct, non-broadcast, sales
  2. sales, direct, non-broadcast,
  3. non-broadcast, sales, direct
Answer

(C)non-broadcast, sales, direct

QN10. The core model of communication has been criticised for its

  1. oversimplification, and potential for media corruption
  2. oversimplification, and potential for information deviance.
  3. negligence of people in the process, and potential for media corruption
  4. negligence of media in the process, and potential for information deviance
Answer

(B)oversimplification, and potential for information deviance.

QN11. The dimensions used on the vertical axis of the FCB Grid is

  1. Ad response-Brand Response
  2. Strong-Weak Attractiveness
  3. Think-Feel
  4. High-Low Involvement
Answer

(C)Think-Feel

QN12. The ELM proposes that there are two main routes to attitude change. These are

  1. central and peripheral routes
  2. central and internal routes
  3. internal and external routes
  4. external and peripheral routes
Answer

(A)central and peripheral routes

QN13. The estimated number of people an advertisement reaches is called

  1. Metrics
  2. Subscriptions
  3. Impressions
  4. Newsstand Purchases
Answer

(C)Impressions

QN14. The first advertising agencies appeared in the ___________ century.

  1. 19th
  2. 17th
  3. 4th
  4. 20th
Answer

(A)19th

QN15. The focus of an employer brand rests with communication with both current and prospective employees of an organisation. The goal is to ___________

  1. reinforce company values
  2. develop feelings and behaviours that develop the reputation
  3. minimise the presence of deviant information
  4. improve efficiency
Answer

(B)develop feelings and behaviours that develop the reputation

QN16. The funnel metaphor in the consumer decision-making process is fading because

  1. It fails to account for brand awareness
  2. It fails to account for consumer engagement in digital media
  3. It fails to account for consumers at the wide end of the funnel
  4. It fails to account for paid-media push marketing
Answer

(B)It fails to account for consumer engagement in digital media

QN17. The holy grail of communications is an agency’s ability to offer clients

  1. a single point from which all of their integrated communication needs can be met.
  2. a single point from which all of their strategic needs can be met.
  3. a single point from which all of their planning needs can be met.
  4. a single point from which all the best creative process are located
Answer

(A)a single point from which all of their integrated communication needs can be met.

QN18. The industry body responsible for monitoring advertising of alcoholic products is called:

  1. Diageo Group
  2. Portman Group
  3. Drink Aware
  4. Alcohol Concern
Answer

(B)Portman Group

QN19. The Interactional model of communication attempts to assimilate the variety of ___________ acting upon the ___________ process. These include the ___________ people give to communications received from people and machines.

  1. responses, influences, communication
  2. influences, communication, responses
  3. communication, influences, responses
Answer

(B)influences, communication, responses

QN20. The main levels of organisational strategy are:

  1. Tactical
  2. Competitive
  3. Corporate
  4. Functional
Answer

(A, C, D)
Tactical
Corporate
Functional

QN21. The media planner's task is challenging because it must typically

  1. Have knowledge of traditional as well as emerging and converging forms of media
  2. Watch much TV
  3. Monitor all social sites
  4. Know everything about newspapers
Answer

A)Have knowledge of traditional as well as emerging and converging forms of media

QN22. The move from single sponsor programme support to participation advertising was due primarily to ___________

  1. Increasing competition
  2. Rising costs
  3. Improving technology
  4. The need for more varied creative content
Answer

(B)Rising costs

QN23. The presentation of (advertising) stimuli that conflict with an individual's expectations will invariably ___________

  1. receive more attention
  2. be acted upon
  3. be remembered
  4. be disregarded
Answer

(A)receive more attention

QN24. The principle of building a border around an idea or story and then presenting a contained and managed view of an issue is known as:

  1. Shading
  2. Framing
  3. Bordering
  4. Presenting
Answer

(B)Framing

QN25. The print medium continues to rely heavily on CPM to determine scheduling. What is CPM?

  1. A payment received for each action
  2. A percentage of impressions that results in a click
  3. The relative average cost to reach one thousand people
  4. A percentage of households tuned to TV
Answer

(C)The relative average cost to reach one thousand people

QN26. The role of advertising is to ___________

  1. inform audiences
  2. stimulate audiences
  3. remind audiences
  4. engage audiences
Answer

(D)engage audiences

QN27. The salience interpretation is based upon the premise that advertising works by ___________

  1. demonstrating expertise
  2. being easily recalled
  3. standing out
  4. being attractive
Answer

(C)standing out

QN28. The To-Go model of advertising works by persuading people to

  1. getting a brand talked about
  2. create content
  3. search, and find out more
  4. buy a brand
Answer

(C)search, and find out more

QN29. The TV series Madmen is based on the location of many of America's leading advertising agencies:

  1. Madeleine Avenue
  2. Madover Heights
  3. Madison Avenue
  4. Madson Square
Answer

(C)Madison Avenue

QN30. The two main forms of advertising regulation are ___________ / ___________ and ___________/ ___________.

  1. Industry Self Regulation and Government Legislation
  2. Government Legislation and Industry Self Regulation
Answer

(B)Government Legislation and Industry Self Regulation

QN31. The Weak theory of advertising was developed by

  1. McDonald
  2. Strong
  3. Lavidge and Steiner
  4. Ehrenberg
Answer

(D)Ehrenberg

QN32. There are two key characteristics associated with a message source. These are:

  1. expertise and attractiveness
  2. source credibility and power
  3. level of deviance and attractiveness
  4. source credibility and attractiveness
Answer

(D)source credibility and attractiveness

QN33. There are two particular influences on the communication process. These are

  1. systems and people
  2. media and people
  3. culture and technology
  4. media and technology
Answer

(B)media and people

QN34. Two organisations that measure Internet and connected devices audiences are

  1. BARB
  2. Simmons
  3. comScore
  4. Nielsen
Answer

(C, D)
comScore
Nielsen

QN35. UGC can be derived through which of the following processes:

  1. Crowd sources
  2. Open sources
  3. Friend sources
  4. Closed sources
Answer

(A, B, C)
Crowd sources
Open sources
Friend sources

QN36. Unwin (1974) suggests the creative style used to communicate brand ideas and associations constitutes a ___________

  1. vision of realism
  2. culture of values
  3. language of advertising
  4. form of communication
Answer

(C)language of advertising

QN37. USP stands for

  1. unified selling proposition
  2. unique standard process
  3. unique selling promise
  4. unique selling proposition
Answer

(D)unique selling proposition

QN38. We use associations made about brand names and product attributes, as cues to;

  1. retrieve information about product performance
  2. retrieve information about product quality
  3. assure ourselves of our brand preferences
  4. remind ourselves about product benefits
Answer

(B)retrieve information about product quality

QN39. What does Google Analytics measure, among other things?

  1. HUTs
  2. landing pages
  3. SOA
  4. Readership
Answer

(B)landing pages

QN40. What is most common form of agency structure?

  1. Boutique
  2. Integrated
  3. Full Service
  4. Digital
Answer

(C)Full Service

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