McqMate
These multiple-choice questions (MCQs) are designed to enhance your knowledge and understanding in the following areas: Bachelor Multimedia Communication (BMMC) .
| 101. |
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 |
| Answer» C. Identify the target audience | |
| 102. |
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 |
| Answer» C. Printing | |
| 103. |
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 |
| Answer» D. Simplifying and speeding the purchasing of ads for their clients | |
| 104. |
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 |
| Answer» B. Personal and non-personal channels | |
| 105. |
Awareness, __________, ___________, preference, ___________ and purchase are the stages consumers move through in terms of buyer-readiness. |
| A. | Post-purchase, knowledge, liking |
| B. | Liking, attitude, conviction |
| C. | Knowledge, liking, conviction |
| D. | Knowledge, liking, attitude |
| Answer» C. Knowledge, liking, conviction | |
| 106. |
What is the name of the promotional tool aimed at building good relations with a company and its publics? |
| A. | Publicity |
| B. | Public relations |
| C. | Advertising |
| D. | Promotion |
| Answer» B. Public relations | |
| 107. |
Which of the following is not an aspect of the promotion mix? |
| A. | Strategic positioning |
| B. | Direct marketing |
| C. | Advertising |
| D. | public relations |
| Answer» A. Strategic positioning | |
| 108. |
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 |
| Answer» D. Reminder advertising | |
| 109. |
_____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 |
| Answer» B. Sales promotion | |
| 110. |
Which type of promotional tool is non-public, immediate, customized, and interactive? |
| A. | Segmented advertising |
| B. | Direct marketing |
| C. | Brand contacts |
| D. | Public relations |
| Answer» B. Direct marketing | |
| 111. |
________ define the task that advertising must do with a specific target audience during a specific period of time. |
| A. | Advertising strategies |
| B. | Message decisions |
| C. | Advertising campaigns |
| D. | Advertising objectives |
| Answer» D. Advertising objectives | |
| 112. |
Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. |
| A. | advertising specialties |
| B. | emotions |
| C. | customer benefits |
| D. | sales promotions |
| Answer» C. customer benefits | |
| 113. |
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 |
| Answer» A. The product | |
| 114. |
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 |
| Answer» D. Consumers and consumer groups | |
| 115. |
_________________ is direct communications with carefully targeted individual consumers to obtain an immediate response. |
| A. | Personal selling |
| B. | Public relations |
| C. | Direct marketing |
| D. | Sales promotion |
| Answer» C. Direct marketing | |
| 116. |
Corporate advertising concentrates on: |
| A. | Recruitment |
| B. | Organisational personality |
| C. | Brand personality |
| D. | Product personality |
| Answer» B. Organisational personality | |
| 117. |
The first thing a reader notices in a printed advertising is the: |
| A. | Headline |
| B. | Illustration |
| C. | Copy |
| D. | Format |
| Answer» B. Illustration | |
| 118. |
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 |
| Answer» B. A client | |
| 119. |
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 |
| Answer» C. A feature present only in one product/brand | |
| 120. |
The ‘heart and soul’ of an Ad. Agency is |
| A. | Media department |
| B. | Account department |
| C. | Creative service department |
| D. | Finance department |
| Answer» C. Creative service department | |
| 121. |
“Advertising is any paid form of non-personal presentation and promotion of idea, goods or services by identified sponsors.” Whose definition is this? |
| A. | Michael Schudson |
| B. | Russed Colley |
| C. | George Powell |
| D. | American Marketing Association |
| Answer» D. American Marketing Association | |
| 122. |
Advertising that is usually restricted in size and format and arranged in a group based 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 |
| Answer» C. Classified advertising | |
| 123. |
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 |
| Answer» C. Balancing consumers’ budget | |
| 124. |
The manufacturer, government body or organization which wishes to have advertisements crated and placed: |
| A. | Internal publics |
| B. | Advertiser |
| C. | Consumer |
| D. | Accounts |
| Answer» B. Advertiser | |
| 125. |
The term used to describe the unique added values and appeal of the brand in relation to other brands in the same market is, |
| A. | Brand positioning |
| B. | Brand filling |
| C. | Coverage |
| D. | Brand value |
| Answer» A. Brand positioning | |
| 126. |
Writing text for advertisements is called: |
| A. | Ad writing |
| B. | Art Production |
| C. | Illustration |
| D. | Copy writing |
| Answer» D. Copy writing | |
| 127. |
_______is the advertisement, facing editorial pages in magazines and newspapers |
| A. | Facing matter |
| B. | Advertorial |
| C. | Op-Ed Ads |
| D. | Edit page ads |
| Answer» A. Facing matter | |
| 128. |
The research which enables an ad agency to better understand how consumers use a product or service is, _________ |
| A. | Evaluative Research |
| B. | Strategic research |
| C. | Target Research |
| D. | Consumer Research |
| Answer» B. Strategic research | |
| 129. |
The total number of a target group from which researchers take samples is called, |
| A. | Stratified group |
| B. | Universe |
| C. | Public |
| D. | Internal Public |
| Answer» B. Universe | |
| 130. |
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 |
| Answer» A. White Goods | |
| 131. |
______research is used after the advertising has run and seeks to determine how well consumers remember the advertising message and how persuasive it was. |
| A. | Market |
| B. | Strategic |
| C. | Consumer |
| D. | Evaluative |
| Answer» D. Evaluative | |
| 132. |
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 |
| Answer» C. Increase the annual income of the consumer | |
| 133. |
Price, _____, _____and Physical distribution are the four main elements in marketing. |
| A. | Product, Sales |
| B. | Sales, Advertising |
| C. | Product, Promotion |
| D. | Promotion, Purchasing |
| Answer» C. Product, Promotion | |
| 134. |
The process in which one idea is allowed to stimulate another without reaching a decision about whether any of the ideas are valid : |
| A. | Creative process |
| B. | Brainstorming |
| C. | Dilemma |
| D. | Ambiguous idea |
| Answer» B. Brainstorming | |
| 135. |
Identify the theory not considered as theories of advertising; |
| A. | Stimulus Response Theory |
| B. | The Starch Model |
| C. | DAGMAR Model |
| D. | Cultivation Theory |
| Answer» D. Cultivation Theory | |
| 136. |
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 |
| Answer» D. Brand Image | |
| 137. |
Advertisements try to discourage young people from using drugs or tobacco or encourage people to adopt safer, healthier lifestyles, are examples of ______ Ads |
| A. | Institutional Ads |
| B. | Informational Ads |
| C. | Consumer Ads |
| D. | Impressive Ads |
| Answer» B. Informational Ads | |
| 138. |
Advertisements from organizations, sending message intended to influence a targeted audience is called,_____________ |
| A. | Image Advertising |
| B. | Product oriented advertising |
| C. | Advocacy advertising |
| D. | Agenda setting ads |
| Answer» C. Advocacy advertising | |
| 139. |
Why is 'fear' or 'rational appeal' type advertising used frequently for charities and non-profit organisations? |
| A. | Attracts attention |
| B. | Designed to educate |
| C. | Designed to shock |
| D. | All of the above |
| Answer» D. All of the above | |
| 140. |
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 |
| Answer» A. Global Positioning System | |
| 141. |
The avoidance of the use of 'bait and switch' tactics that encourage consumers to change 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 |
| Answer» C. Response to the increasing demand for more socially responsible marketing communication | |
| 142. |
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 |
| Answer» D. All of the above | |
| 143. |
_______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 |
| Answer» B. Gender Ads | |
| 144. |
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 |
| Answer» D. All of the above | |
| 145. |
Rational appeals are those that use factual presentations to appeal to which part of the audience's attitudes? |
| A. | Affective attitudes |
| B. | Cognitive attitudes |
| C. | Cultural attitude |
| D. | All of the above |
| Answer» B. Cognitive attitudes | |
| 146. |
__________is a relatively new form of advertising medium that blurs conventional distinctions between what constitutes advertising and what constitutes entertainment. |
| A. | Infotainment |
| B. | Branded content |
| C. | Brand distinction |
| D. | Content selection |
| Answer» B. Branded content | |
| 147. |
The job to make observations and predictions in changes of new or existing cultural trends for advertisements is, |
| A. | Cultural Research |
| B. | Trend setting |
| C. | Culture hunting |
| D. | Cool hunting |
| Answer» D. Cool hunting | |
| 148. |
Copy testing is a specialized field of marketing research that determines an ad’s effectiveness among consumers. It is also known as, |
| A. | Post-testing |
| B. | Copy tasting |
| C. | Pre-testing |
| D. | Primary testing |
| Answer» C. Pre-testing | |
| 149. |
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 |
| Answer» A. Performance-based advertising | |
| 150. |
The word ‘advertising’ is originated from; |
| A. | Latin |
| B. | French |
| C. | German |
| D. | Greek |
| Answer» A. Latin | |
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