Advertising and Sales Promotion Online MCQ Set 25

QN01. What is the formula for calculating Gross Rating Points?

1. SOA x frequency = GRP
2. SOA x Reach = GRP
3. Reach x frequency = GRP
4. HUT x reach = GRP

Answer

(C)Reach x frequency = GRP

QN02. What is the name of the industry body set up to monitor the advertising of alcoholic drink products?

1. Prescott
2. Preston
3. Portman
4. Portland

Answer

(C)Portman

QN03. What is unique about social media marketing?

1. Interactive communication
2. Generates contacts quickly
3. Can combine game and other elements
4. All of the above

Answer

(D)All of the above

QN04. What kind of appeals to Dens and De Pelsmacker suggest as most successful in high involvement purchase situations?

1. Complex
2. Emotional
3. Informational
4. Exciting

Answer

(C)Informational

QN05. What percentage might normally be paid by an agency when remunerating an advertising agency?

1. 25%
2. 15%
3. 30%
4. 10%

Answer

(B)15%

QN06. What percentage of social network users agreed that they would tolerate more advertising on the web sites they use, on condition that the site remained free to access.

1. 75%
2. 25%
3. 50%
4. 85%

Answer

(A)75%

QN07. Where low levels of awareness are matched by low involvement, the prime objective has to be to create awareness of the product

1. to create awareness of the product
2. to provide product information
3. to change perceptions
4. to develop attitudes towards the product

Answer

(A)to create awareness of the product

QN08. Which brand is well known for 'edgy' advertising?

1. Adidas
2. Body Shop
3. Benetton
4. GAP

Answer

(C)Benetton

QN09. Which company had the highest advertising spend in the UK in 2010?

1. Procter & Gamble
2. Tesco
3. Sainsburys
4. Unilever

Answer

(A)Procter & Gamble

QN10. Which Government report looked into commercialisation and sexualisation of childhood in 2011?

1. Bailey
2. Banks
3. Busby
4. Brady

Answer

(A)Bailey

QN11. Which Italian photographer Oliviero Toscani became well known for the controversial Benetton ads.

1. Antonio Valesco
2. Paulo Mantini
3. Roberto Advanti
4. Oliviero Toscani

Answer

(D)Oliviero Toscani

QN12. Which medium is often referred to as 'junk mail'?

1. Newspaper inserts
2. Direct Mail
3. Television
4. Yellow Pages

Answer

(B)Direct Mail

QN13. Which of the following activities are pre requisites for successful positioning?

1. Market research
2. Context analysis
3. Market segmentation
4. Target marketing

Answer

(C, D)
Market segmentation
Target marketing

QN14. Which of the following are considered by Zablah et al., (2010) to be a dimension of brand performance.

1. Brand preference
2. Brand consciousness
3. Brand sensitivity
4. Brand importance

Answer

(A, B, C, D)
Brand preference
Brand consciousness
Brand sensitivity
Brand importance

QN15. Which of the following are online advertising methods through which advertisers attempt to drive traffic to Internet sites

1. CPC
2. SEO
3. Banner
4. CPM

Answer

(B)SEO

QN16. Which of the following concepts may enter into media buying negotiations?

1. Rate cards
2. Preferred position
3. Volume buys
4. All of the above

Answer

(D)All of the above

QN17. Which of the following is not a dimension of psychosocial meaning, as determined by Aaker (1997)?

1. Sophistication
2. Competence
3. Ruggedness
4. Charm

Answer

(D)Charm

QN18. Which of the following is not a recognised brand category

1. Audience
2. Source
3. Geography
4. Product

Answer

(D)Product

QN19. Which of the following is not a recognised IPA approach to integration?

1. Advertising-led integration
2. Participation-led
3. Brand idea-led orchestration
4. Action-led

Answer

(D)Action-led

QN20. Which of the following is not a recognised method of setting advertising budgets?

1. Competitive parity
2. Share of market
3. Share of voice
4. Percentage of gross margin

Answer

(B)Share of market

QN21. Which of the following is not a recognised type of advertising

1. Agency
2. Message
3. Source
4. Place

Answer

(A)Agency

QN22. Which of the following is not a school of art to have been represented in advertising, can all be observed in billboards and post

1. Corkism
2. Symbolism
3. Impressionism
4. Art Deco

Answer

(A)Corkism

QN23. Which of the following is not a standard in online advertising?

1. Static banners
2. Dynamic banners
3. Referrals links
4. Signal

Answer

(D)Signal

QN24. Which of the following is not a strength of the television medium?

1. High Impact and Dynamic Medium
2. High Initial Production Cost
3. Cost Efficient Medium for Reach
4. High Reach Medium

Answer

(B)High Initial Production Cost

QN25. Which of the following is not a syndicated marketing research firm?

1. Apple Computer Systems
2. TNS Worldwide
3. Nielsen
4. Experian/Simmons

Answer

(A)Apple Computer Systems

QN26. Which of the following is not a valid statement?

1. Media planning is less important than creative
2. Independent media buying services specialise in media planning
3. It is necessary to plan for out-of-home media
4. The media environment has become fiercely competitive

Answer

(A)Media planning is less important than creative

QN27. Which of the following is not a weakness of using online in the media plan?

1. It can reach a global and local audience
2. It is subject to high levels of clutter
3. It can be intrusive
4. It is not emotive

Answer

(A)It can reach a global and local audience

QN28. Which of the following is not one of the four forms of interactive digital advertising, identified by Cheng et al (2009).

1. web site
2. RSS
3. MMS
4. SMS

Answer

(B)RSS

QN29. Which of the following measurement cues does mobile measurement borrow from traditional measurement?

1. High Reach Medium
2. Opportunity to See (OTS)
3. Service quality
4. Device share

Answer

(B)Opportunity to See (OTS)

QN30. Which of the following might be considered as influencing strategies?

1. Emotional involvement
2. Reinforcement
3. Information
4. Persuasion

Answer

(A, B, C, D)
Emotional involvement
Reinforcement
Information
Persuasion

QN31. Which of the following researchers offered this definition of integrated marketing communications? IMC is an audience-driven business process of strategically managing stakeholders, content, channels, and results of brand communication programs.

1. Duncan, and Moriarty (1997)
2. Kliatchko (2008)
3. Kotler (1999)
4. Keller, (2001)

Answer

(B)Kliatchko (2008)

QN32. Which of the following would not be involved in setting media objectives?

1. Reach
2. Low involvement purchase decisions
3. Frequency
4. Geographic

Answer

(B)Low involvement purchase decisions

QN33. Which one of the following is not one of the four main types of spokesperson.

1. critics
2. chief executive officers
3. experts
4. celebrities

Answer

(A)critics

QN34. Which online marketing tool is still the most frequent used?

1. Banner
2. Pay per Click
3. SEM
4. E-mail marketing

Answer

(D)E-mail marketing

QN35. Who from the following list claims this as a definition of a brand "a cluster of values that enables a promise to be made about a unique and welcomed experience."

1. Riezebos (2003)
2. de Chernatony (2009)
3. Schmitt (1999)
4. Keller (2008)

Answer

(B)de Chernatony (2009)

QN36. Who from the following list claims this as a definition of a brand A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

1. Riezebos (2003)
2. The American Marketing Association
3. Keller (2008)
4. Assael (1990)

Answer

(B)The American Marketing Association

QN37. Who has been described as the 'Father of Modern Advertising'?

1. David Ogilvy
2. Sir John Hegarty
3. Sir Martin Sorrel
4. Bill Bernbach

Answer

(D)Bill Bernbach