Advertising MCQs : This section focuses on the "Advertising". These Multiple Choice Questions (MCQs) should be practiced to improve the Advertising skills required for various interviews (campus interview, walk-in interview, company interview), placement, entrance exam and other competitive examinations.
Question 1
Advertising that is set in small type and arranged according to categories orinterests
A. display ads
B. classified ads
C. testimonial ads
D. banner ads
Question 2
The process of reserving time or time periods with a station or network; checkingon available advertising time.
A. free time
B. cross time
C. clear time
D. reserved time
Question 3
Advertising that is under complete control of the advertiser, established medium
A. direct advertising
B. brand advertising
C. display ad
D. classified ad
Question 4
A /an __________ reimburses a retailer for extra in-store support or specialfeaturing of a brand.
A. organizational allowance
B. merchandise allowance
C. case allowance
D. finance allowance
Question 5
Sales tools used to support a company's advertising and personal selling directed towholesalers, retailers, or distributors are called
A. trade-oriented sales promotions
B. consumer promotions
C. manufacturers promotions
D. sales promotions
Question 6
In planning and obtaining publicity, a frequently used tool is the __________,which is an announcement regarding changes in the company or the product line.
A. trade show
B. news release
C. infomercial
D. double-page spread
Question 7
The ad advised readers to "try your skill at using our cream cheese to create anexciting new recipe and you may be the winner of a trip for two to Hawaii." This ad was promoting a,
A. premium
B. sweepstakes
C. deal
D. contest
Question 8
A/An __________ made up of the company’s own advertising staff may providefull services or a limited range of services.
A. intrafirm agency
B. in-house agency
C. promotional department
D. full-service agency
Question 9
Expand ISA :
A. international society of advertisers
B. indian society of advertisers
C. international sort of advertisers
D. informative and service advertisements
Question 10
The most common form of outdoor advertising is
A. stadium advertising
B. advertising on taxis
C. advertising on bus backs
D. billboard advertising
Question 11
Billboard advertising is most effective for __________ advertising.
A. pioneering
B. advocacy
C. reminder
D. comparative
Question 12
One reason for using magazines as an advertising medium is
A. their ability to target specific audiences
B. the short lead time needed to place an ad
C. their low cost
D. the lack of noise associated with the use of magazines in the communication
Question 13
AAAI represents;
A. american agency for advertisers information
B. advertising agencies association of india
C. association of advertising agencies in india
D. indian association of advertising agencies
Question 14
Three commonly used trade promotions are
A. coupons, rebates, and discounts
B. allowances and discounts, cooperative advertising, and training of distributor\s sales forces
C. cooperative advertising, merchandise allowances, and points-of-purchase displays
D. allowances and discounts, consumer promotions, and merchandise allowances
Question 15
AdSense is,
A. an advertising agency
B. set of regulations and standards in advertising
C. google’s advertising programme to display ads in web pages
D. awareness programme introduced to give advices about the advertising tendencies to the consumers
Question 16
The possible exposure of the advertising message to one audience member,
A. impression
B. hit
C. grp
D. exposure rate
Question 17
‘Art’ in advertisement implies,
A. the whole visual presentation
B. the traditional or modern art forms used in an advertisement
C. graphics and animations used in an advertisement
D. the ambience created to present an idea through an advertisement
Question 18
__________ suggest to the consumer that he or she can avoid some negativeexperience through the purchase and use of a product or through a change in behavior.
A. responsibility appeal
B. fear appeals
C. sex appeals
D. family appeals
Question 19
Gross rating points (GRPs) are
A. reach multiplied by frequency
B. reach multiplied by rating
C. rating multiplied by frequency
D. cost divided by reach
Question 20
Three common advertising appeals include
A. objectivity, timeliness and frequency
B. fear and humour
C. guilt, ego and enrichment
D. possessiveness, pride and social status
Question 21
Most advertising messages are made up of two types of elements. They are
A. functional and persuasive
B. expository and persuasive
C. informational and persuasive
D. informational and creative
Question 22
An advertising message usually focuses on
A. the models in the ad.
B. advantages of the product over competing ones
C. availability of the product
D. key benefits of the product that are important to the buyer
Question 23
The primary purpose of a pioneering advertisement is to
A. promote a specific brand\s features and benefits
B. inform the target market
C. show one brand\s strengths relative to those of competitors
D. reinforce previous knowledge of a product
Question 24
Information and persuasive content can be combined in the form of an appeal to
A. provide a basic reason for the consumer to act
B. explain guilt and enrichment
C. satisfy hierarchical needs
D. include perceptual modifiers and need enhancers
Question 25
Which of the following is usually NOT an area of responsibility for people who work in an advertising agency?
A. research
B. creativity
C. printing
D. buying
Question 26
What is the main objective of informative advertising?
A. to create selective demand
B. to stimulate primary demand
C. to keep the brand in consumers\ minds during the mature stage of the product life cycle
D. none of the above
Question 27
Brand names and identity advertising are methods that advertisers use to encourage consumers to
A. reach their demographic potential
B. perceive hidden messages
C. make distinctions among products that are actually very similar
D. satisfy subconscious motivations
Question 28
Infomercials often resemble other types of television shows, including
A. talk shows
B. live, audience-participation shows
C. news shows
D. all of these
Question 29
What two major communication channels do marketers use to convey their productto consumers?
A. word-of-mouth and commercials
B. personal and non-personal channels
C. message source and feedback
D. print media and events
Question 30
DAVP stands for:
A. dictionary of advertising and visual publicity
B. directorate of advertising and visual publicity
C. directory of advertising and visual publicity
D. directory of advanced and vital publicity
Question 31
Which one of the following is a good example of direct advertising?
A. display cards
B. display panels on vehicles
C. window display
D. a brochure
Question 32
Which one of the following is not a constituent of ‘internal public’ of anyorganization?
A. management cadre of the organization
B. workers’ representatives of the organization
C. secretarial/clerical personnel of the organization
D. consumers and consumer groups
Question 33
_________________ is direct communications with carefully targeted individualconsumers to an immediate response
A. personal selling
B. public relations
C. direct marketing
D. sales promotion
Question 34
An account in advertising parlance
A. the budget earmarked for a campaign
B. a client
C. giving an account of ad campaign strategy
D. a report of the account executive to the creative team
Question 35
U. S. P.(Unique Selling Proposition) means
A. a product that can sell
B. a feature similar to that of the competitor’s product/band
C. a feature present only in one product/brand
D. a feature that can not be altered
Question 36
Promotional material located in and around retail outlets is known as
A. retail advertising
B. direct advertising
C. pop advertising
D. personal advertising
Question 37
Most of the advertising of the Central Government in India is handled by
A. pib
B. hmc
C. private agencies
D. davp
Question 38
Advertising that is usually restricted in size and format and arranged in a groupbased on the mature of product or service advertised is generally referred to as
A. display advertising
B. corporate advertising
C. classified advertising
D. corporative advertising
Question 39
Which among them is not a function of advertising
A. eliminate seasonal fluctuations
B. creates confidence in quality
C. balancing consumers’ budget
D. increase in per-capita use
Question 40
The manufacturer, government body or organization which wishes to haveadvertisements crated and placed
A. internal publics
B. advertiser
C. consumer
D. accounts
Question 41
The term used to describe the unique added values and appeal of the brand inrelation to other brands in the same market is,
A. brand positioning
B. brand filling
C. coverage
D. brand value
Question 42
Single colour used in an advertisement is called,_______
A. mono colour
B. single print
C. spot colour
D. mono media
Question 43
The research which enables an ad agency to better understand how consumers use aproduct or service is, _________
A. evaluative research
B. strategic research
C. target research
D. consumer research
Question 44
TGR means,
A. tele group rating
B. television gain rating
C. target group rating
D. television gross rating
Question 45
Who coined the term USP?
A. mashall mcluhan
B. rosser reeves
C. michael schudson
D. russed colley
Question 46
Advertising is considered to be an art; as well as a science. The statement is, ____
A. TRUE
B. FALSE
C. former is true, but latter is false
D. former is false, but latter is true
Question 47
Image advertising is a/an,
A. advertising strategy
B. advertising standard
C. advertising firm
D. a type of advertisement
Question 48
Price, _____, _____and Physical distribution are the four main elements inmarketing
A. product, sales
B. sales, advertising
C. product, promotion
D. promotion, purchasing
Question 49
The advertising messages are __________and ___________
A. precise and witty
B. responsive and informative
C. persuasive and productive
D. persuasive and informative
Question 50
The process in which one idea is allowed to stimulate another without reaching adecision about whether any of the ideas are valid :
A. creative process
B. brainstorming
C. dilemma
D. ambiguous idea
Question 51
ASCI stands for:
A. advertising standards council of india
B. indian council for advertising standards
C. american standards council for institutions
D. association of standards council in india
Question 52
Advertising has its shortcomings illustrated by which of the following?
A. advertising cannot be as persuasive as a company sales person
B. advertising is impersonal
C. advertising can be extremely expensive when using a multimedia approach
D. advertising can only conduct a one-way communication with the audience
Question 53
The avoidance of the use of 'bait and switch' tactics that encourage consumers tochange to another brand is a result of:
A. regulatory rules
B. legal intervention
C. response to the increasing demand for more socially responsible marketing communication
D. all of the above
Question 54
Copy testing is a specialized field of marketing research that determines an ad’seffectiveness among consumers. It is also known as,
A. post-testing
B. copy tasting
C. pre-testing
D. primary testing
Question 55
Which of the following is not an advantage of the use of outdoor media forms?
A. flexibility
B. no audience selectivity
C. high repeat exposure
D. good positional selectivity
Question 56
Expand AMA:
A. advertising management association
B. american marketing association
C. advertising and marketing association
D. american marketing agency
Question 57
________are established to influence government policy, corporate policy or publicopinion.
A. marketing group
B. persuasive group
C. lobby group
D. agenda setting group
Question 58
AIDA stands for:
A. attention, interest, desire and action
B. approach, intelligence, demand and assurance
C. attitude, interest, decision and action
D. assurance, interest, desire and action
Question 59
________is a form of contextual advertising where specific keywords within thetext of a web-page are matched with advertising and/or related information units.
A. matching ad
B. in-text ad
C. match key ad
D. key text ad
Question 60
_______is the measure of the degree of brain activity that can be used to asses aperson’s reactions to an ad.
A. response activity
B. reaction activity
C. consumer assessment
D. alpha activity
Question 61
_________is a demographic description of the people or house- holds that areprospects for a product or service.
A. consumer data
B. consumer profile
C. sampling process
D. consumer impression
Question 62
Cool hunters are the marketing professionals who make observations andpredictions in changes of,
A. the market
B. the consumers
C. advertising trends
D. new or existing cultural trends
Question 63
An online banner ad that looks like a dialog box with buttons. It simulates an errormessage or an alert.
A. trick banner ad
B. spam ad
C. banner ad
D. persuasive ad
Question 64
___________ is a specific coordinated advertising effort on behalf of a particularproduct or service that extends for a specified period of time.
A. marketing
B. campaign
C. public relation
D. product placement
Question 65
Which of the following is not an example of persuasive advertising:
A. Persuading customers to receive a sales call
B. Encouraging the customer to purchase now
C. Building brand preference
D. Explaining how the product works
Question 66
A specific coordinated advertising effort on behalf of a particular product or service that extendsfor a specified period of time
A. Campaign
B. Trial
C. Marketing
D. Commercial
Question 67
The process of reserving time or time periods with a station or network; checking onavailable advertising time.
A. Free time
B. Cross time
C. Clear time
D. Reserved time
Question 68
Advertising that is under complete control of the advertiser, rather than through someestablished medium
A. Direct advertising
B. Brand advertising
C. Display ad
D. Classified ad
Question 69
The first printed advertisements were single sheets, printed on one side, that today would be called
A. Fliers
B. Barrages
C. Flights
D. Brochures
Question 70
A /an __________ reimburses a retailer for extra in-store support or special featuring of a brand.
A. Organizational allowance
B. Merchandise allowance
C. Case allowance
D. Finance allowance
Question 71
Sales tools used to support a company's advertising and personal selling directed to wholesalers,retailers, or distributors are called
A. Trade-oriented sales promotions
B. Consumer promotions
C. Manufacturers promotions
D. Sales promotions
Question 72
__________ are programs in which a manufacturer pays a percentage of a retailer's localadvertising expense for advertising the manufacturer's products.
A. Trade promotion programs
B. Consumer promotion programs
C. Cooperative advertising programs
D. Cause-related marketing programs
Question 73
In planning and obtaining publicity, a frequently used tool is the __________, which is anannouncement regarding changes in the company or the product line.
A. Trade show
B. News release
C. Infomercial
D. Double-page spread
Question 74
The ad advised readers to "try your skill at using our cream cheese to create an exciting newrecipe and you may be the winner of a trip for two to Hawaii." This ad was promoting a,
A. Premium
B. Sweepstakes
C. Deal
D. Contest
Question 75
Sampling is an appropriate strategy for which type of products?
A. Products which are classified as shopping goods
B. Products in the decline stage of their product life cycle
C. Commodity products like salt, sugar, and baking soda
D. products which are in the introductory stage of the product life cycle
Question 76
A/An __________ made up of the company’s own advertising staff may provide full services ora limited range of services.
A. Intrafirm agency
B. In-house agency
C. Promotional department
D. Full-service agency
Question 77
Which of the following is the definition for purchase frequency?
A. The amount of time between trial and first repeat purchase of a given product
B. The amount of time it takes each generation to enter the product life cycle
C. How often a consumer will try a competitive brand before returning to the original choice
D. The more frequently the product is purchased, the less repetition is required
Question 78
The speed with which buyers forget about a brand if advertising is NOT seen is called
A. Buyer turnover
B. The frequency rate
C. The forgetting rate
D. Brand awareness rate
Question 79
One reason for NOT using the outdoor advertising is
A. Its local market focus
B. Its high costs
C. Its lack of visibility
D. Its inability to communicate short, pithy messages
Question 80
Which of the following statements about the Internet as an advertising medium is true?
A. The Internet provides audio and video capabilities
B. Ads are black and white.
C. Internet ads are similar to print ads in that they offer only a visual message.
D. Internet advertising is the most effective form of advertising
Question 81
One reason for using magazines as an advertising medium is
A. Their ability to target specific audiences
B. The short lead time needed to place an ad
C. Their low cost
D. The lack of noise associated with the use of magazines in the communication channel
Question 82
One reason for using radio as an advertising medium is
A. Its high cost
B. Its long lead time required for the placement of an ad
C. Its inability to use humour
D. It is segmented
Question 83
Program-length (30-minute) advertisements that take an educational approach to communicationwith potential customers are called
A. Advertorials
B. Infomercials
C. Intrusionaries
D. Advocacy ads
Question 84
________are direct response television commercials which generally include a phone number orwebsite
A. Infomercials
B. Phone-in programmes
C. Advocacy ads
D. Quick response ads
Question 85
AAAA stands for,
A. American Agency for Advertising and Awareness
B. American Association of Advertising Agencies
C. Association of Advertising Agencies in America
D. American Advertising Agencies’ Association
Question 86
Action advertising is also termed as,
A. Quick response advertising
B. Direct response advertising
C. Advocacy advertising
D. Short term advertising
Question 87
Objective of all advertisements is,
A. Objectivity
B. Timeliness
C. Persuasion
D. Infotainment
Question 88
An opportunity to deliver an advertising element to a Website visitor,
A. Snippet
B. Banner ads
C. Pop-up ads
D. Ad request
Question 89
AdSense is,
A. An advertising agency
B. Set of regulations and standards in advertising
C. Google’s advertising programme to display ads in web pages
D. Awareness programme introduced to give advices about the advertising tendencies to the
Question 90
The consumer’s conscious or unconscious decision to repurchase a brand continually,
A. Decision making
B. Consumption rate
C. Consumption strategy
D. Brand loyalty
Question 91
INS means;
A. International Newspaper Society
B. Indian National Services
C. Indian Newspaper Society
D. Indian Newspaper Services
Question 92
__________ is defined as the number of different people or households exposed to anadvertisement.
A. Scope
B. Share
C. Reach
D. Span
Question 93
Advertisements intended to promote sale of the products by appealing directly to theconsumers/buyers is called,_________
A. Consumer Advertising
B. Consumption Advertising
C. Retail Advertising
D. Trade Advertising
Question 94
The ‘hierarchy of human needs’ is a valuable guide in the process of Ad. copy formulation. Whodevised it?
A. Abraham H. Maslow
B. Philip Lesley
C. Paul Lazarsfeld
D. Leon Festinger
Question 95
__________ is defined as the percentage of households in a market that are tuned to a particulartelevision show or radio station.
A. Gross rating points
B. Reception rate
C. Target audience reach
D. Rating
Question 96
__________ suggest to the consumer that he or she can avoid some negative experience throughthe purchase and use of a product or through a change in behavior.
A. Responsibility appeal
B. Fear appeals
C. Sex appeals
D. Family appeals
Question 97
Three common advertising appeals include
A. Objectivity, timeliness and frequency
B. Fear, sex, and humour
C. Guilt, ego and enrichment
D. Possessiveness, pride and social status
Question 98
_______ are directed at a specialized and relatively small-sized target audience such asmanufactures.
A. Trade Advertising
B. Industrial Advertising
C. Consumer Advertising
D. Corporate Advertising
Question 99
The first step in the advertising decision process is
A. Set the budget
B. Specify the objectives of the advertising program
C. Identify the target audience
D. Select the appeal
Question 100
Which of the following is usually NOT an area of responsibility for people who work in anadvertising agency?
A. Research
B. Creativity
C. Printing
D. Buying
Question 101
Advertising agencies were first developed for, and still serve, the purpose of
A. Increasing the amount of research and decision-making clients need to do
B. Mystifying ad purchasing so that clients do not attempt it on their own
C. Pushing clients to make rapid decisions
D. Simplifying and speeding the purchasing of ads for their clients
Question 102
What two major communication channels do marketers use to convey their product to consumers?
A. Word-of-mouth and commercials
B. Personal and non-personal channels
C. Message source and feedback
D. Print media and events
Question 103
Awareness, __________, ___________, preference, ___________ and purchase are the stagesconsumers move through in terms of buyer-readiness.
A. Post-purchase, knowledge, liking
B. Liking, attitude, conviction
C. Knowledge, liking, conviction
D. Knowledge, liking, attitude
Question 104
What is the name of the promotional tool aimed at building good relations with a company andits publics?
A. Publicity
B. Public relations
C. Advertising
D. Promotion
Question 105
Which of the following is not an aspect of the promotion mix?
A. Strategic positioning
B. Direct marketing
C. Advertising
D. public relations
Question 106
Which type of advertising objective is the most important for mature products? [Hint]
A. Informative advertising
B. Comparison advertising
C. Persuasive advertising
D. Reminder advertising
Question 107
_____consists of short-term incentives to encourage the purchase or sale of a product or service.
A. A segmented promotion
B. Sales promotion
C. Advertising
D. A patronage reward
Question 108
Which type of promotional tool is non-public, immediate, customized, and interactive?
A. Segmented advertising
B. Direct marketing
C. Brand contacts
D. Public relations
Question 109
________ define the task that advertising must do with a specific target audience during aspecific period of time.
A. Advertising strategies
B. Message decisions
C. Advertising campaigns
D. Advertising objectives
Question 110
Developing an effective message strategy begins with identifying ________ that can be used asadvertising appeals.
A. advertising specialties
B. emotions
C. customer benefits
D. sales promotions
Question 111
The most important element of “marketing mix” is
A. The product
B. The price of the product
C. The advertising support
D. A sound distribution network
Question 112
Which one of the following is not a constituent of ‘internal public’ of any organization?
A. Management cadre of the organization
B. Workers’ representatives of the organization
C. Secretarial/clerical personnel of the organization
D. Consumers and consumer groups
Question 113
_________________ is direct communications with carefully targeted individual consumers toobtain an immediate response.
A. Personal selling
B. Public relations
C. Direct marketing
D. Sales promotion
Question 114
Corporate advertising concentrates on:
A. Recruitment
B. Organisational personality
C. Brand personality
D. Product personality
Question 115
The first thing a reader notices in a printed advertising is the:
A. Headline
B. Illustration
C. Copy
D. Format
Question 116
An account in advertising parlance:
A. The budget earmarked for a campaign
B. A client
C. Giving an account of Ad campaign strategy
D. A report of the account executive to the creative team
Question 117
U. S. P.(Unique Selling Proposition) means:
A. A product that can sell
B. A feature similar to that of the competitor’s product/band
C. A feature present only in one product/brand
D. A feature that can not be altered
Question 118
The ‘heart and soul’ of an Ad. Agency is
A. Media department
B. Account department
C. Creative service department
D. Finance department
Question 119
“Advertising is any paid form of non-personal presentation and promotion of idea, goods orservices by identified sponsors.” Whose definition is this?
A. Michael Schudson
B. Russed Colley
C. George Powell
D. American Marketing Association
Question 120
Advertising that is usually restricted in size and format and arranged in a group based on themature of product or service advertised is generally referred to as
A. Display advertising
B. Corporate advertising
C. Classified advertising
D. Corporative advertising
Question 121
Which among them is not a function of advertising;
A. Eliminate seasonal fluctuations
B. Creates confidence in quality
C. Balancing consumers’ budget
D. Increase in per-capita use
Question 122
The manufacturer, government body or organization which wishes to have advertisements cratedand placed:
A. Internal publics
B. Advertiser
C. Consumer
D. Accounts
Question 123
The term used to describe the unique added values and appeal of the brand in relation to otherbrands in the same market is,
A. Brand positioning
B. Brand filling
C. Coverage
D. Brand value
Question 124
Writing text for advertisements is called:
A. Ad writing
B. Art Production
C. Illustration
D. Copy writing
Question 125
_______is the advertisement, facing editorial pages in magazines and newspapers
A. Facing matter
B. Advertorial
C. Op-Ed Ads
D. Edit page ads
Question 126
The research which enables an ad agency to better understand how consumers use a product orservice is, _________
A. Evaluative Research
B. Strategic research
C. Target Research
D. Consumer Research
Question 127
The total number of a target group from which researchers take samples is called,
A. Stratified group
B. Universe
C. Public
D. Internal Public
Question 128
In ad world electrical goods, often kitchen equipment such as washing machines, fridges,cookers are termed as,
A. White Goods
B. Electronic Goods
C. Equipments
D. Power goods
Question 129
______research is used after the advertising has run and seeks to determine how well consumersremember the advertising message and how persuasive it was.
A. Market
B. Strategic
C. Consumer
D. Evaluative
Question 130
Which among them is not a function of advertising;
A. Increase sales
B. Increase in per-capita use
C. Increase the annual income of the consumer
D. Eliminate seasonal fluctuations
Question 131
Price, _____, _____and Physical distribution are the four main elements in marketing.
A. Product, Sales
B. Sales, Advertising
C. Product, Promotion
D. Promotion, Purchasing
Question 132
The process in which one idea is allowed to stimulate another without reaching a decision aboutwhether any of the ideas are valid :
A. Creative process
B. Brainstorming
C. Dilemma
D. Ambiguous idea
Question 133
Identify the theory not considered as theories of advertising;
A. Stimulus Response Theory
B. The Starch Model
C. DAGMAR Model
D. Cultivation Theory
Question 134
Advertisers seek to give a product a personality that is unique, appealing and appropriate.The personality given is known as,
A. Brand Loyalty
B. Unique Image
C. Selling Property
D. Brand Image
Question 135
Advertisements try to discourage young people from using drugs or tobacco or encouragepeople to adopt safer, healthier lifestyles, are examples of ______ Ads
A. Institutional Ads
B. Informational Ads
C. Consumer Ads
D. Impressive Ads
Question 136
Advertisements from organizations, sending message intended to influence a targetedaudience is called,_____________
A. Image Advertising
B. Product oriented advertising
C. Advocacy advertising
D. Agenda setting ads
Question 137
Why is 'fear' or 'rational appeal' type advertising used frequently for charities and non-profitorganisations?
A. Attracts attention
B. Designed to educate
C. Designed to shock
D. All of the above
Question 138
Digital convergence enabled to use GPS in advertising schemes; what is GPS?
A. Global Positioning System
B. Geographic Positioning System
C. Geographic Projection System
D. General Production System
Question 139
The avoidance of the use of 'bait and switch' tactics that encourage consumers to change toanother brand is a result of:
A. Regulatory rules
B. Legal intervention
C. Response to the increasing demand for more socially responsible marketing communication
D. All of the above
Question 140
Personal selling is commonly used for which of the following purposes?
A. Building up buyer\s preferences
B. Pressurising the customer into making a decision
C. Developing customer convictions and feelings about a product and company
D. All of the above
Question 141
_______refers to the images in advertising that depict stereotypical gender roles and displays
A. Male female ratio
B. Gender Ads
C. Gender Images
D. Stereotypes
Question 142
What are the major advantages of an effective integrated advertising campaign?
A. Impact
B. Precision of message
C. Cultivation of customer relationships
D. All of the above
Question 143
Rational appeals are those that use factual presentations to appeal to which part of theaudience's attitudes?
A. Affective attitudes
B. Cognitive attitudes
C. Cultural attitude
D. All of the above
Question 144
__________is a relatively new form of advertising medium that blurs conventionaldistinctions between what constitutes advertising and what constitutes entertainment.
A. Infotainment
B. Branded content
C. Brand distinction
D. Content selection
Question 145
The job to make observations and predictions in changes of new or existing cultural trendsfor advertisements is,
A. Cultural Research
B. Trend setting
C. Culture hunting
D. Cool hunting
Question 146
Copy testing is a specialized field of marketing research that determines an ad’s effectivenessamong consumers. It is also known as,
A. Post-testing
B. Copy tasting
C. Pre-testing
D. Primary testing
Question 147
The form of advertising in which the purchaser pays only when there are measurable results, is;
A. Performance-based advertising
B. Reality marketing
C. Consumer side advertising
D. Quick response ads
Question 148
The word ‘advertising’ is originated from;
A. Latin
B. French
C. German
D. Greek
Question 149
Skilled craftsman placed their individual marks on goods vessels, pottery, leather goods etc,is called___________
A. Image
B. Trade Mark
C. Sign
D. Icon
Question 150
________are established to influence government policy, corporate policy or public opinion.
A. Marketing Group
B. Persuasive Group
C. Lobby Group
D. Agenda setting Group
Question 151
________is a form of contextual advertising where specific keywords within the text of aweb-page are matched with advertising and/or related information units.
A. Matching ad
B. In-text ad
C. Match key ad
D. Key text ad
Question 152
_______is the measure of the degree of brain activity that can be used to asses a person’sreactions to an ad.
A. Response activity
B. Reaction activity
C. Consumer assessment
D. Alpha Activity
Question 153
________is a specialized field of marketing research that determines an ad’s effectivenessbased on consumer responses, feedback, and behavior
A. Copy tasting
B. Copy testing
C. Feedback analysis
D. Response Analysis
Question 154
A copywriter is a person who,
A. Writing text for an ad
B. Copying text from other ads
C. Editing the raw text
D. Making an ad meaningful
Question 155
_________is a demographic description of the people or house- holds that are prospects for aproduct or service.
A. Consumer data
B. Consumer profile
C. Sampling Process
D. Consumer Impression
Question 156
Cool hunters are the marketing professionals who make observations and predictions inchanges of,
A. The market
B. The Consumers
C. Advertising trends
D. New or existing cultural trends
Question 157
_______is an advertising strategy in which low-cost unconventional means are utilized toconvey or promote a product or an idea.
A. Guerrilla Marketing
B. Alternate Marketing
C. Bandwagon
D. Heartstrings
Question 158
Mobile marketing means;
A. Marketing on or with a mobile device
B. Using any mobile medium as a means of marketing communication
C. Marketing activity conducted through a ubiquitous network
D. All of the above
Question 159
Unwanted e-mail advertisings are categorized as,
A. Viruses
B. Malwares
C. Spams
D. Threats
Question 160
An online banner ad that looks like a dialog box with buttons. It simulates an error messageor an alert.
A. Trick banner Ad
B. Spam Ad
C. Banner Ad
D. Persuasive Ad
Question 161
___________ is a specific coordinated advertising effort on behalf of a particular product orservice that extends for a specified period of time.
A. Marketing
B. Campaign
C. Public Relation
D. Product placement
Question 162
Advertising offers a reason to buy, sales promotion offers a/an _________ to buy.
A. Inclination
B. Motive
C. Competitive advantage
D. Incentive
Question 163
__________ or out of home advertising is a broad category including many creative andunexpected forms to grab
A. Billboard advertising
B. TV advertising
C. Place advertising
D. Point of purchase advertising
Question 164
A new window which opens in front of the current one, displaying an advertisement is a,
A. Pop-up ad
B. Tricky banner ad
C. Floating ad
D. Expanding ad
Question 165
All of the following are factors that affect budget decisions except:
A. Market share
B. Stage in product life cycle
C. Product pricing
D. Competition
Question 166
POP advertising include ads on the following except:
A. Shopping carts
B. Shelves
C. Magazines
D. Cart straps
Question 167
A promotional strategy that encourages the various intermediaries along the channel to stockand sell the product is called what type of strategy?
A. \Pull\ strategy
B. Intermediary strategy
C. \Shove\ strategy
D. \Push\ strategy
Question 168
The selection of appropriate media is based upon which of the following factors?
A. Nature of the product
B. Media habits of target consumers
C. Cost
D. All of the above
Question 169
A marketing philosophy summarized by the phrase "a good product will sell itself" ischaracteristic of the _________ period.
A. Production
B. Sales
C. Marketing
D. Relationship
Question 170
In the relationship marketing firms focus on __________ relationships with __________
A. Short term; customers and suppliers
B. Long term; customers and suppliers
C. Short term; customers
D. Long term; customers
Question 171
Political campaigns are generally examples of:
A. Cause marketing
B. Organization marketing
C. Event marketing
D. Person marketing
Question 172
An online ad which moves across the user's screen or floats above the content is,
A. Pop-up Ad
B. Banner Ad
C. Expanding Ad
D. Floating ad
Question 173
The term "marketingmix" describes:
A. A composite analysis of all environmental factors inside and outside the firm
B. A series of business decisions that aid in selling a product
C. The relationship between a firm\s marketing strengths and its business weaknesses
D. A blending of fourstrategic elements to satisfy specific target markets
Question 174
Newsletters, catalogues, and invitations to organisation-sponsored events are most closely associated withthe marketing mix activity of:
A. Pricing
B. Distribution
C. Product development
D. Promotion
Question 175
Which of the following is NOT an internal factor that influences the consumer productacquisition process include
A. Learning
B. Family
C. Self-concept
D. Perceptions
Question 176
According to Maslows Hierarchy of Needs theory, the need for fulfilment, for realizing one’sown potential, and for fully using one’s talents and capabilities are examples of _______ needs.
A. Self-actualization
B. Physiological
C. Social
D. Esteem
Question 177
Providing free samples of perfumes (scent) in magazines is an example of which of thefollowing?
A. Classical conditioning
B. Operant conditioning
C. Social learning
D. Behavioural learning
Question 178
In SWOT analysis, situations where organizations are able to convert weaknesses intostrengths and threats into opportunities, these are called:
A. Strategic windows
B. Strategic leverage
C. Conversion strategies
D. Vulnerability
Question 179
_________is an Internet advertisement that consists of a video played like a TV commercial,usually in a pop-up or pop-under advertisement.
A. Video ad
B. Unicast ad
C. Pop-Up Ad
D. Superstitial ad
Question 180
Market expansion is usually achieved by:
A. More effective use of distribution
B. More effective use of advertising
C. By cutting prices
D. All of the above are suitable tactics
Question 181
SWOT is an acronym for
A. Strategy, Working, Opinion, Tactical
B. Strengths, Weaknesses, Opportunities, Threats
C. Strategy, Work, Openness, Toughness
D. Strategy, Weakness, Opinions, Tactics
Question 182
Define Audience turnover:
A. The income received from consumers
B. Annual turnover of an ad agency
C. Broadcast audience that changes over time
D. Feedback/responses from audience to an ad
Question 183
_______ are generic terms describing the most common forms of online advertising, the468x60 image or rich media ad displayed at the top of many commercial web sites.
A. Banner Ads
B. Floating Ads
C. Pop-ups
D. Flash ads
Question 184
An outdoor advertising poster is also called;
A. Sign board
B. Bill board
C. Ad board
D. Scan board
Question 185
Printing to the edge of the page, with no margin or border:
A. Drop
B. Over Printing
C. Edged printing
D. Bleed
Question 186
What defines PPC (in online arena)?
A. Pay Per Count
B. Per Print Cost
C. Pay Per Click
D. Play Per Click
Question 187
An online advertising strategy, which analyse a web page and displaying ads according to themeaning of the content of that site is called;
A. Semantic Ads
B. Syntactical Ads
C. Strategic Ads
D. Semiotic Ads
Question 188
The number or percentage of individuals or households that are exposed to a medium or to anadvertising campaign is termed as;
A. Ad rate
B. Coverage
C. Exposure
D. Bleed
Question 189
What is called as overrun?
A. The ad people working over time to complete an ad on time
B. The negative response of the audience when an ad exposed to them
C. Additional copies of an advertisement beyond the number actually ordered or needed
D. Trail run of an ad before it is published or broadcasted
Question 190
In advertising jargon ‘premium’ means;
A. The amount given to an ad agency by an advertiser
B. An item that is offered to help promote a product
C. The interval of publishing or broadcasting an ad item among consumers
D. A tax amount given to government by an advertiser
Question 191
The individuals in the print media audience who purchase or subscribe to the publication are called;
A. Primary audience
B. Direct consumers
C. Local audience
D. Visible Audience
Question 192
What is self-mailer?
A. An e-mail scheduled to sent automatically
B. An item mailing without necessary postage stamp
C. Automatically generated e-mails which sent directly to a group
D. Direct-mail item that is mailed without an envelope
Question 193
‘Sixty’ is an advertising jargon, which means;
A. A broadcast commercial runs in one minute
B. Time slot for advertisements within a broadcast programme
C. Maximum time allotted for a broadcast commercial
D. An informational advertisement programme fro 60 secs
Question 194
Who heads the ad team?
A. Creative director
B. Market researcher
C. Copywriter
D. Film director
Question 195
________is the time used for the commercial announcement or the announcement itself
A. Spot
B. Schedule
C. Sixty
D. Sweep
Question 196
In financial terms Return on Investment(ROI) is the calculation used to determine,
A. The increase in profit on an advertised product
B. The profit received for a particular product in share market
C. The relative efficacy of an ad campaign
D. The return of revenue after an ad campaign
Question 197
An individual outlet of an advertising medium, such as a certain magazine or a specificbroadcast station or program is called,
A. Ad vehicle
B. Ad spot
C. Ad slot
D. Ad outlet
Question 198
The consistent preference and /or purchase of one brand in specific product is called:
A. Brand Consistency
B. Brand Loyalty
C. Brand Coverage
D. Objectivity
Question 199
Who is a media planner ?
A. One who selects the clients
B. One who selects the advertising media
C. One who selects the ad egency
D. One who selects the research team
Question 200
When a company publishes their own publication, it is called as;
A. House Organ
B. Company Zine
C. E-zine
D. Brochures
Question 201
A broadcast station’s record of its programming is known as;
A. Record
B. Log
C. Beat
D. Register
Question 202
Define jargon;
A. The deadline given to ad item to publish or broadcast
B. Special words and expressions related to social groups, professions, events etc
C. The reference library of a media organization
D. Special advertising terms
Question 203
Which among the options is an attitude change theory that postulates, consumers act torelieve the discomfort that occurs as a result of conflict in believes?
A. Cultivation Theory
B. Magic Bullet Theory
C. Cognitive Dissonance Theory
D. Diffusion of Innovations Theory
Question 204
In an ad campaign, the researchers evaluate the promotion effort while it is running in themarket place. This process is called;
A. Concept testing
B. Market Analysis
C. Concurrent Testing
D. Consumer Evaluation
Question 205
Cross Selling means;
A. Identifying customer needs
B. Convincing the customers of product benefits
C. Responding to questions and objections of customers
D. All of these
Question 206
When a company acquires a supplier through an acquisition strategy, this is referred to as:
A. Vertical marketing system
B. Horizontal integration
C. Backward integration
D. Forward integration
Question 207
Introducing new products to existing markets is an example of:
A. Horizontal diversification
B. Concentric diversification
C. Conglomerate diversification
D. Vertical diversification
Question 208
Corporate strategy is:
A. More specific and practical than marketing strategy
B. Reactive to short-term competitive activity
C. The implementation of plans to achieve long-term aims
D. Decided by functional marketing strategy
Question 209
The Traditional Marketing style involves
A. Telemarketing
B. Digital Marketing
C. Indirect Marketing
D. Direct Marketing
Question 210
Market information means
A. Knowledge of shops and bazaars
B. Knowledge of shopping malls
C. Knowledge of customer profile and product mix
D. Knowledge of various languages
Question 211
In a Selling Process,
A. Only standard products are sold
B. No customization required
C. The seller need not have product knowledge
D. The seller should aim at customer satisfaction
Question 212
Cognitive dissonance occurs in which stage of the buyer decision process model?
A. Need recognition
B. Information search
C. Evaluation of alternatives
D. Post-purchase behavior
Question 213
_______________ describes changes in an individual's behavior arising from experience.
A. Modeling
B. Motivation
C. Perception
D. Learning
Question 214
Sellers that handle their own exports are engaged in:
A. Direct exporting
B. Indirect exporting
C. Licensing
D. Contract manufacturing
Question 215
_____________ is quoted as "everyone lives by selling something."
A. Bill Gates
B. Robert Louis Stevenson
C. Arthur Miller
D. Henry Ford
Question 216
_________________ are ads that appear while subscribers are surfing online services or Websites, including banners, pop-up windows, "tickers," and "roadblocks."
A. Online infomercials
B. Online ads
C. Online broadcasts
D. Online bullets
Question 217
___________ is the process of evaluating each market segment's attractiveness and selectingone or more segments to enter.
A. Mass marketing
B. Market segmentation
C. Market targeting
D. Market positioning
Question 218
When an international seller sells a plant, equipment, or technology to another country andagrees to take payment in the resulting products, it is called:
A. Barter
B. Buy-back
C. Counter purchase
D. Like-value exchange
Question 219
In evaluating messages for advertising, telling how the product is better than the competingbrands aims at making the ad:
A. Meaningful
B. Distinctive
C. Believable
D. Remembered
Question 220
A ________________ is a promotion strategy that calls for using the sales force and tradepromotion to move the product through channels.
A. Blocking strategy
B. Push strategy
C. Pull strategy
D. Integrated strategy
Question 221
The purpose of strategic planning is to find ways in which the company can best:
A. Overcome losses
B. Use its strengths to take advantage of attractive opportunities in the environment
C. Avoid paying taxes
D. Avoid the expense of costly research and development while still getting the benefits
Question 222
A price reduction to buyers who buy in large volumes is called a(n):
A. Quantity discount
B. Cash discount
C. Seasonal discount
D. Trade discount
Question 223
Conflicts between different levels of the same channel of distribution are referred to as:
A. Horizontal conflicts
B. Vertical conflicts
C. Layer-based conflicts
D. Parallel conflicts
Question 224
____________ is a philosophy holding that a company's marketing should support the bestlong-run performance of the marketing system
A. Enlightened marketing
B. Myopic marketing
C. Fundamental marketing
D. Conceptual marketing
Question 225
A company is practicing ________________ if it focuses on sub segments with distinctivetraits that may seek a special combination of benefits.
A. Micromarketing
B. Niche marketing
C. Mass marketing
D. Segment marketing
Question 226
___________ is a strategy of using a successful brand name to launch a new or modifiedproduct in a new category.
A. Duo-branding
B. Line extension
C. Brand extension
D. Multi-branding
Question 227
When producers, wholesalers, and retailers act as a unified system, they comprise a:
A. Marketing system
B. Power-based marketing system
C. Horizontal marketing system
D. Vertical marketing system
Question 228
If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following massmedia types?
A. Newspapers
B. Television
C. Direct Mail
D. Radio
Question 229
A(n) _______________ is a name, term, sign, symbol, or design, or a combination of thesethat identifies the maker or seller of a product or service.
A. Product feature
B. Sponsorship
C. Brand
D. Logo
Question 230
What is the name of the first ad agency established in India?
A. Ogilvy and Mather
B. Indian Advertising Agency
C. Modern Publicity Company
D. India’s Advertising Company
Question 231
The total delivery of a media schedule during a specified time period is called,
A. Time Rating
B. Gross Rating Point
C. Average Rating Point
D. Frequency
Question 232
The last stage in the selling process is the ________________ stage.
A. Approach
B. Handling objections
C. Closing
D. Follow-up
Question 233
Costs that do not vary with production or sales levels are called:
A. Fixed costs
B. Variable costs
C. Standard costs
D. Independent costs
Question 234
An unbound booklet consists of a single sheet of paper that is printed on both sides andfolded in half, in thirds, or in fourths is a ______
A. Pamphlet
B. Handbill
C. Poster
D. Flier
Question 235
The study of human populations in terms of size, density, location, age, gender, race,occupation, and other statistics is called:
A. Geothermy
B. Demography
C. Ethnography
D. Hemos-popography
Question 236
Expand GRP;
A. Group Rating Points
B. Group Rating Programme
C. Gross Rating Points
D. Gross Ratio Points
Question 237
Expand ‘TRP’.
A. Television Reader Poll
B. Television Rating Poll
C. Television Rating Points
D. Television Rating Programme
Question 238
Very long TV commercials providing detailed information about a product or service. Suchprogrammes are called,
A. Infotainments
B. Infomercials
C. Commercials
D. Paid Programmes
Question 239
A set of interdependent organizations involved in the process of making a product or serviceavailable for use or consumption by the consumer or business user is called a:
A. Retailer
B. Wholesaler
C. Distribution channel
D. Logistics function
Question 240
The strategy whereby a company stocks its products in as many outlets as possible is called:
A. Intensive distribution
B. Exclusive distribution
C. Selective distribution
D. Closed distribution
Question 241
When a seller of a product requires that its dealers not handle competitors’ products, theseller’s strategy is called:
A. Multilevel distribution
B. Prohibitive retailing
C. Exclusive dealing
D. Bonded partnering
Question 242
Which of the following terms is similar to the term “marketing logistics?”
A. Channel of distribution
B. Vertical integration of distribution
C. Physical distribution
D. Horizontal distribution
Question 243
A short and striking or memorable phrase used in advertising is called,
A. Logo
B. Brand image
C. Slogan
D. Sign
Question 244
The marketing effects or outcomes that accrue to a product with its brand name comparedwith those that of the same product did not have the brand name is called,
A. Brand Equity
B. Brand Identity
C. Brand Expansion
D. Brand Image
Question 245
Animated screens, often ads that pop up momentarily as the computer searches for ordownloads information for a requested web page is an example of,
A. Flash Ads
B. Interstitial
C. Pop ups
D. GIF Animations
Question 246
The songs or tunes about a product or service that usually carry the ad theme and a message are,
A. Slogans
B. Jingles
C. Beats
D. Themes
Question 247
The physical arrangement including the headline, subheads, illustrations, body copy andidentifying marks of an advertisements is called,
A. Contrast
B. Proportion
C. Gutter
D. Layout
Question 248
An outdoor medium transporting to different locations carrying ads, is an example of,
A. Mobile Billboard
B. Dynamic ad
C. Media Vehicle
D. Transport Ad
Question 249
What termed as consumer perception?
A. Consumer receives, organize, and interprets an ad
B. Consumer identifies and compare a product with the competitors product
C. The attitude of a consumer to a newly launched brand in the market
D. The method of distinguishing products of different companies
Question 250
POP is an abbreviation of;
A. Purchase of Product
B. Property of Product
C. Point of Purchase
D. Priority of Purchase
Question 251
A small sheet of paper carrying an advertisement message distributed by hand, often blackletters printed in mono coloured paper, is an example of,
A. Leaflets
B. Handbills
C. Fliers
D. Posters
Question 252
The entire target population in a market research is called,
A. Sample
B. Stratified Sample
C. Audience
D. Universe
Question 253
Group of people who are NOT necessarily part of a particular organization is referring to:
A. External publics
B. Internal publics
C. International publics
D. Local publics
Question 254
One of the processes that changes attitudes, beliefs, opinion or behavior of receivers are refer to:
A. Attending
B. Persuasion
C. Perception
D. Presenting
Question 255
Identify the largest advertiser.
A. Wal-Mart
B. General Motors
C. Procter & Gamble
D. Xerox
Question 256
______define(s) the job that advertising must do in the total market program.
A. Advertising objectives
B. Advertising budget
C. Advertising strategy
D. Advertising campaigns
Question 257
Which of the five major promotion tools includes press releases and special events?
A. Sales promotion
B. Personal selling
C. Direct marketing
D. Public relations
Question 258
The cost of advertising for most products is especially high during _____
A. Peak seasons
B. Morning news shows
C. Prime-time programs
D. Late-night programming
Question 259
_____ are goods offered either free or at low cost as an incentive to buy a product.
A. Rebates
B. Premiums
C. Price packs
D. Gimmicks
Question 260
Which is NOT TRUE in comparing journalism and public relations?
A. Public relations is broader in scope
B. Journalists are advocates for causes, while PR practitioners are objective
C. PR uses more "channels" than journalists
D. Objectives are different for PR practitioners; communication activity is a means to an end
Question 261
The following is the functions of advertising, Except;
A. Persuasion
B. Perception
C. Reminder
D. Selling
Question 262
Keeping consumers thinking about the product is the objective for which type of advertising?
A. Informative advertising
B. Psychological advertising
C. Reminder advertising
D. Persuasive advertising
Question 263
No matter how big the advertising budget, advertising can succeed only if commercials:
A. are economically feasible
B. gain attention and communicate well
C. are acceptable on a global level
D. are artistically pleasing
Question 264
‘Merchandise allowance’ is a term for:
A. Display materials
B. Coupon costs
C. Free product
D. Postage costs
Question 265
According to Rossiter and Percy samples can be delivered by how many different methods:
A. 8
B. 7
C. 5
D. 16
Question 266
Which of these is not a sales promotion technique?
A. Coupon
B. Questionnaire
C. Bonus pack
D. Loyalty card
Question 267
The marketing mix is also known as the ________
A. PSI
B. P matrix
C. Tangible/intangible continuum
D. Four Ps
Question 268
________ is a set of moral principles that guide actions and create a sense of responsiblebehavior.
A. Social responsibility
B. Ethics
C. Self-regulation
D. Self-discipline
Question 269
Important people who influence the opinions of others are known as ___________
A. Trend setters
B. Opinion leaders
C. Opinion influencers
D. Opinion setters