McqMate
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 |
26. |
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 |
27. |
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 |
Answer» B. to stimulate primary demand |
28. |
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 |
Answer» C. make distinctions among products that are actually very similar |
29. |
Infomercials often resemble other types of television shows, including |
A. | talk shows |
B. | live, audience-participation shows |
C. | news shows |
D. | all of these |
Answer» D. all of these |
30. |
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 |
31. |
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 |
Answer» B. directorate of advertising and visual publicity |
32. |
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 |
Answer» D. a brochure |
33. |
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 |
34. |
_________________ is direct communications with carefully targeted individual consumers to an immediate response |
A. | personal selling |
B. | public relations |
C. | direct marketing |
D. | sales promotion |
Answer» C. direct marketing |
35. |
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 |
36. |
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 |
37. |
Promotional material located in and around retail outlets is known as |
A. | retail advertising |
B. | direct advertising |
C. | pop advertising |
D. | personal advertising |
Answer» A. retail advertising |
38. |
Most of the advertising of the Central Government in India is handled by |
A. | pib |
B. | hmc |
C. | private agencies |
D. | davp |
Answer» D. davp |
39. |
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 |
40. |
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 |
41. |
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 |
42. |
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 |
43. |
Single colour used in an advertisement is called,_______ |
A. | mono colour |
B. | single print |
C. | spot colour |
D. | mono media |
Answer» C. spot colour |
44. |
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 |
45. |
TGR means, |
A. | tele group rating |
B. | television gain rating |
C. | target group rating |
D. | television gross rating |
Answer» C. target group rating |
46. |
Who coined the term USP? |
A. | mashall mcluhan |
B. | rosser reeves |
C. | michael schudson |
D. | russed colley |
Answer» B. rosser reeves |
47. |
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 |
Answer» A. true |
48. |
Image advertising is a/an, |
A. | advertising strategy |
B. | advertising standard |
C. | advertising firm |
D. | a type of advertisement |
Answer» A. advertising strategy |
49. |
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 |
50. |
The advertising messages are ___ _______and ___________ |
A. | precise and witty |
B. | responsive and informative |
C. | persuasive and productive |
D. | persuasive and informative |
Answer» D. persuasive and informative |
51. |
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 |
52. |
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 |
Answer» A. advertising standards council of india |
53. |
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 |
Answer» B. advertising is impersonal |
54. |
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 |
55. |
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 |
56. |
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 |
Answer» B. no audience selectivity |
57. |
Expand AMA: |
A. | advertising management association |
B. | american marketing association |
C. | advertising and marketing association |
D. | american marketing agency |
Answer» B. american marketing association |
58. |
________are established to influence government policy, corporate policy or public opinion. |
A. | marketing group |
B. | persuasive group |
C. | lobby group |
D. | agenda setting group |
Answer» C. lobby group |
59. |
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 |
Answer» A. attention, interest, desire and action |
60. |
________is a form of contextual advertising where specific keywords within the text 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 |
Answer» B. in-text ad |
61. |
_______is the measure of the degree of brain activity that can be used to asses a person’s reactions to an ad. |
A. | response activity |
B. | reaction activity |
C. | consumer assessment |
D. | alpha activity |
Answer» D. alpha activity |
62. |
_________is a demographic description of the people or house- holds that are prospects for a product or service. |
A. | consumer data |
B. | consumer profile |
C. | sampling process |
D. | consumer impression |
Answer» B. consumer profile |
63. |
Cool hunters are the marketing professionals who make observations and predictions in changes of, |
A. | the market |
B. | the consumers |
C. | advertising trends |
D. | new or existing cultural trends |
Answer» D. new or existing cultural trends |
64. |
An online banner ad that looks like a dialog box with buttons. It simulates an error message or an alert. |
A. | trick banner ad |
B. | spam ad |
C. | banner ad |
D. | persuasive ad |
Answer» A. trick banner ad |
65. |
___________ is a specific coordinated advertising effort on behalf of a particular product or service that extends for a specified period of time. |
A. | marketing |
B. | campaign |
C. | public relation |
D. | product placement |
Answer» B. campaign |
66. |
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 |
Answer» D. Explaining how the product works |
67. |
A specific coordinated advertising effort on behalf of a particular product or service that extends for a specified period of time |
A. | Campaign |
B. | Trial |
C. | Marketing |
D. | Commercial |
Answer» A. Campaign |
68. |
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 |
69. |
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 |
70. |
Advertising that is under complete control of the advertiser, rather than through some established medium |
A. | Direct advertising |
B. | Brand advertising |
C. | Display ad |
D. | Classified ad |
Answer» A. Direct advertising |
71. |
The first printed advertisements were single sheets, printed on one side, that today would be called |
A. | Fliers |
B. | Barrages |
C. | Flights |
D. | Brochures |
Answer» A. Fliers |
72. |
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 |
73. |
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 |
74. |
__________ are programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products. |
A. | Trade promotion programs |
B. | Consumer promotion programs |
C. | Cooperative advertising programs |
D. | Cause-related marketing programs |
Answer» C. Cooperative advertising programs |
75. |
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 |
76. |
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 |
77. |
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 |
Answer» D. products which are in the introductory stage of the product life cycle |
78. |
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 |
79. |
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 |
Answer» D. The more frequently the product is purchased, the less repetition is required |
80. |
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 |
Answer» C. The forgetting rate |
81. |
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 |
Answer» A. Its local market focus |
82. |
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 |
Answer» A. The Internet provides audio and video capabilities |
83. |
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 |
Answer» A. Their ability to target specific audiences |
84. |
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 |
Answer» D. It is segmented |
85. |
Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are called |
A. | Advertorials |
B. | Infomercials |
C. | Intrusionaries |
D. | Advocacy ads |
Answer» B. Infomercials |
86. |
________are direct response television commercials which generally include a phone number or website |
A. | Infomercials |
B. | Phone-in programmes |
C. | Advocacy ads |
D. | Quick response ads |
Answer» A. Infomercials |
87. |
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 |
Answer» B. American Association of Advertising Agencies |
88. |
Action advertising is also termed as, |
A. | Quick response advertising |
B. | Direct response advertising |
C. | Advocacy advertising |
D. | Short term advertising |
Answer» B. Direct response advertising |
89. |
Objective of all advertisements is, |
A. | Objectivity |
B. | Timeliness |
C. | Persuasion |
D. | Infotainment |
Answer» C. Persuasion |
90. |
An opportunity to deliver an advertising element to a Website visitor, |
A. | Snippet |
B. | Banner ads |
C. | Pop-up ads |
D. | Ad request |
Answer» D. Ad request |
91. |
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 |
Answer» C. Google’s advertising programme to display ads in web pages |
92. |
The consumer’s conscious or unconscious decision to repurchase a brand continually, |
A. | Decision making |
B. | Consumption rate |
C. | Consumption strategy |
D. | Brand loyalty |
Answer» D. Brand loyalty |
93. |
INS means; |
A. | International Newspaper Society |
B. | Indian National Services |
C. | Indian Newspaper Society |
D. | Indian Newspaper Services |
Answer» C. Indian Newspaper Society |
94. |
__________ is defined as the number of different people or households exposed to an advertisement. |
A. | Scope |
B. | Share |
C. | Reach |
D. | Span |
Answer» C. Reach |
95. |
Advertisements intended to promote sale of the products by appealing directly to the consumers/buyers is called,_________ |
A. | Consumer Advertising |
B. | Consumption Advertising |
C. | Retail Advertising |
D. | Trade Advertising |
Answer» A. Consumer Advertising |
96. |
The ‘hierarchy of human needs’ is a valuable guide in the process of Ad. copy formulation. Who devised it? |
A. | Abraham H. Maslow |
B. | Philip Lesley |
C. | Paul Lazarsfeld |
D. | Leon Festinger |
Answer» A. Abraham H. Maslow |
97. |
__________ is defined as the percentage of households in a market that are tuned to a particular television show or radio station. |
A. | Gross rating points |
B. | Reception rate |
C. | Target audience reach |
D. | Rating |
Answer» D. Rating |
98. |
__________ 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 |
99. |
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 |
Answer» B. Fear, sex, and humour |
100. |
_______ are directed at a specialized and relatively small-sized target audience such as manufactures. |
A. | Trade Advertising |
B. | Industrial Advertising |
C. | Consumer Advertising |
D. | Corporate Advertising |
Answer» B. Industrial Advertising |
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