| 1. |
Advertising that is set in small type and arranged according to categories or interests |
| A. | display ads |
| B. | classified ads |
| C. | testimonial ads |
| D. | banner ads |
| Answer» B. classified ads | |
| 2. |
The process of reserving time or time periods with a station or network; checking on available advertising time. |
| A. | free time |
| B. | cross time |
| C. | clear time |
| D. | reserved time |
| Answer» C. clear time | |
| 3. |
The highest possible rate for advertising time or space. |
| A. | gross rate |
| B. | consumer rate |
| C. | ad rate |
| D. | cost |
| Answer» A. gross rate | |
| 4. |
Advertising that is under complete control of the advertiser, established medium |
| A. | direct advertising |
| B. | brand advertising |
| C. | display ad |
| D. | classified ad |
| Answer» A. direct advertising | |
| 5. |
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 |
| Answer» B. merchandise allowance | |
| 6. |
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 |
| Answer» A. trade-oriented sales promotions | |
| 7. |
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 |
| Answer» B. news release | |
| 8. |
The ad advised readers to "try your skill at using our cream cheese to create an exciting 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 |
| Answer» D. contest | |
| 9. |
A/An __________ made up of the company’s own advertising staff may provide full services or a limited range of services. |
| A. | intrafirm agency |
| B. | in-house agency |
| C. | promotional department |
| D. | full-service agency |
| Answer» B. in-house agency | |
| 10. |
Expand ISA : |
| A. | international society of advertisers |
| B. | indian society of advertisers |
| C. | international sort of advertisers |
| D. | informative and service advertisements |
| Answer» B. indian society of advertisers | |
| 11. |
The most common form of outdoor advertising is |
| A. | stadium advertising |
| B. | advertising on taxis |
| C. | advertising on bus backs |
| D. | billboard advertising |
| Answer» D. billboard advertising | |
| 12. |
Billboard advertising is most effective for __________ advertising. |
| A. | pioneering |
| B. | advocacy |
| C. | reminder |
| D. | comparative |
| Answer» C. reminder | |
| 13. |
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 |
| Answer» A. their ability to target specific audiences | |
| 14. |
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 |
| Answer» B. advertising agencies association of india | |
| 15. |
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 |
| Answer» B. allowances and discounts, cooperative advertising, and training of distributor\s sales forces | |
| 16. |
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 |
| Answer» C. google’s advertising programme to display ads in web pages | |
| 17. |
The possible exposure of the advertising message to one audience member, |
| A. | impression |
| B. | hit |
| C. | grp |
| D. | exposure rate |
| Answer» A. impression | |
| 18. |
‘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 |
| Answer» A. the whole visual presentation | |
| 19. |
__________ suggest to the consumer that he or she can avoid some negative experience 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 |
| Answer» B. fear appeals | |
| 20. |
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 |
| Answer» A. reach multiplied by frequency | |
| 21. |
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 |
| Answer» B. fear and humour | |
| 22. |
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 |
| Answer» C. informational and persuasive | |
| 23. |
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 |
| Answer» D. key benefits of the product that are important to the buyer | |
| 24. |
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 |
| Answer» B. inform the target market | |
| 25. |
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 |
| Answer» A. provide a basic reason for the consumer to act | |
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