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1. |
Which among the following is a Pull Strategy? |
A. | trade promotion |
B. | consumer promotion |
C. | sales force promotion |
D. | none of these |
Answer» B. consumer promotion |
2. |
If a company gives false message to the customers, it is known as |
A. | obscene ads |
B. | subliminal ads |
C. | deception |
D. | none of these |
Answer» C. deception |
3. |
The plan that show time, date and frequency of an advertisement is |
A. | media plan |
B. | media schedule |
C. | media time |
D. | media space |
Answer» B. media schedule |
4. |
Point of Purchase Ads are also known as |
A. | in-store advertising |
B. | built-in advertising |
C. | green advertising |
D. | stock advertising |
Answer» A. in-store advertising |
5. |
Which among the following is not a mechanical test? |
A. | psychogalvanometer |
B. | techistoscope |
C. | camera test |
D. | consumer dairy test |
Answer» D. consumer dairy test |
6. |
Which of the following is more of personal medium of advertisement? |
A. | internet advertisement |
B. | broadcast media |
C. | direct mail advertising |
D. | print media |
Answer» C. direct mail advertising |
7. |
If a company wants to build a good “corporate image,” it will probably use whichofthe following marketing communications mix tools? |
A. | advertising |
B. | public relations |
C. | direct marketing |
D. | sales promotion |
Answer» B. public relations |
8. |
A is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels. |
A. | push strategy |
B. | pull strategy |
C. | blocking strategy |
D. | integrated strategy |
Answer» A. push strategy |
9. |
________is a departments within a company that is responsible for producing some or all of that company's marketing communication. |
A. | full-service agency. |
B. | in-house agency. |
C. | marketing agency. |
D. | pr agency. |
Answer» A. full-service agency. |
10. |
_________manage a company's brand and product line. |
A. | brand assistants. |
B. | brand executives. |
C. | brand managers. |
D. | brand associate. |
Answer» C. brand managers. |
11. |
Who develop the verbal brand message? |
A. | designers. |
B. | directors. |
C. | copy writers |
D. | creative directors. |
Answer» C. copy writers |
12. |
Who controls the flow of work through the approval and production process? |
A. | traffic manager. |
B. | media manager. |
C. | free lancer. |
D. | creative director. |
Answer» A. traffic manager. |
13. |
Who oversee the logistics and cost of producing radio and tv commercials? |
A. | directors. |
B. | producers. |
C. | . actors. |
D. | editors. |
Answer» B. producers. |
14. |
A special magazine advertising section in which ads are interpersed with related editorial material foussing on a single theme is known as |
A. | advertorial |
B. | editorial |
C. | campaign |
D. | billboard |
Answer» A. advertorial |
15. |
________helps to improve the understanding of consumers and to identify the most appropriate audiences or clients marketing communication messages. |
A. | media. |
B. | research. |
C. | ads. |
D. | marketing. |
Answer» B. research. |
16. |
A message schedule that combines the steady pattern of continuity with intermittent periods of intense advertising activity is called |
A. | flighting |
B. | pulsing |
C. | puffery . |
D. | morphing. |
Answer» A. flighting |
17. |
Institutional and ideas advertising are designed to create a favorable ___________and acceptability. |
A. | demand |
B. | attitude |
C. | awareness |
D. | opinion |
Answer» B. attitude |
18. |
________ forms counsel companies about public opinion and has to manage their relationship with various stakeholders |
A. | marketing. |
B. | advertising. |
C. | pr. |
D. | creative. |
Answer» C. pr. |
19. |
___________firms offer graphic design services for all brands and for all media forms. |
A. | call center. |
B. | design studios. |
C. | production houses. |
D. | internet companies. |
Answer» B. design studios. |
20. |
___________ is a container and conveyor of information. |
A. | packaging. |
B. | personal selling. |
C. | publicity. |
D. | sales promotion. |
Answer» A. packaging. |
21. |
________firms specialize in e-commerce and interactive media. |
A. | pr. |
B. | marketing. |
C. | internet. |
D. | ad. |
Answer» C. internet. |
22. |
_________firm valuates marketing communication idea and tests their effectiveness. |
A. | pr. |
B. | research. |
C. | internet. |
D. | advertise. |
Answer» B. research. |
23. |
B2B is _________. |
A. | business to business. |
B. | brand to business. |
C. | business to brand. |
D. | brand to brand. |
Answer» A. business to business. |
24. |
B2C is __________. |
A. | brand to consumers. |
B. | business to consumers. |
C. | brand to compete. |
D. | brand to customers. |
Answer» B. business to consumers. |
25. |
Handwritten posters in the sixteenth and seventeenth century which are considered to be forerunners of advertising are known as |
A. | billboards |
B. | siquis. |
C. | posters |
D. | pamphlets |
Answer» B. siquis. |
26. |
GE is ___________. |
A. | geo effect. |
B. | general electric. |
C. | general effect. |
D. | geo energy. |
Answer» B. general electric. |
27. |
_____________________is defined as a communication that aims at raising money from primary or secondary markets. |
A. | advocacy advertising |
B. | generic advertising |
C. | financial advertising |
D. | surrogate advertising |
Answer» C. financial advertising |
28. |
. ________ is a series of interaction between customers and a company over a time. |
A. | customer service. |
B. | client service. |
C. | customer relationship. |
D. | client relationship. |
Answer» C. customer relationship. |
29. |
__________are distinctive graphic designs used to communicate a product, company, or organization identity. |
A. | captions. |
B. | copy. |
C. | logos. |
D. | design. |
Answer» C. logos. |
30. |
________is the process of creating a brand image that engages the heart and minds of customers. |
A. | planning. |
B. | branding. |
C. | promoting. |
D. | selling. |
Answer» B. branding. |
31. |
____________are advantages that allow a product to satisfy customers needs wants or desires. |
A. | benefits. |
B. | prices. |
C. | brands. |
D. | offers. |
Answer» A. benefits. |
32. |
___________ is a visualization technique that indicates how customers perceive competing brands. |
A. | repositioning. |
B. | perceptual mapping. |
C. | brand identification. |
D. | brand positioning. |
Answer» B. perceptual mapping. |
33. |
The literal meaning of trademark is ___________. |
A. | matter of a trade. |
B. | mark of a trade. |
C. | master of trade. |
D. | minister of trade. |
Answer» B. mark of a trade. |
34. |
___________is the degree of attachment that customers have to a brand as expressed by repeat purchases. |
A. | brand community. |
B. | brand loyalty. |
C. | brand image. |
D. | brand identity. |
Answer» B. brand loyalty. |
35. |
___________is the collections of customers who own the same brand ad enjoy talking to each other, sharing and solving brand related problems. |
A. | brand community. |
B. | community network. |
C. | social network. |
D. | brand network. |
Answer» A. brand community. |
36. |
__________ is the application of an established brand name to new product offerings. |
A. | brand extension. |
B. | brand image. |
C. | brand identity. |
D. | brand community. |
Answer» A. brand extension. |
37. |
Surrogate advertising refers to the strategy used by companies and advertisers to promote a product________________ |
A. | clandestinely |
B. | directly |
C. | ethically |
D. | favorably |
Answer» A. clandestinely |
38. |
________is two way communication that sends and receives messages from customers and other |
A. | hyper activity |
B. | interactivity |
C. | interoperability |
D. | dialogue |
Answer» B. interactivity |
39. |
_______ is a clever phrase that serves as a reminder of a brand, company image, or campaign theme. |
A. | caption |
B. | body copy |
C. | display copy |
D. | slogan |
Answer» D. slogan |
40. |
_________ is copy in a type size larger than that of the body copy and meant to entice readers into reading the body copy. |
A. | body copy. |
B. | display copy. |
C. | caption. |
D. | headline. |
Answer» B. display copy. |
41. |
___________ are verbal explanations of visuals. |
A. | captions |
B. | call-outs |
C. | tag-line |
D. | signature |
Answer» A. captions |
42. |
________ is also called as logo. |
A. | signature. |
B. | tagline. |
C. | captions. |
D. | design. |
Answer» A. signature. |
43. |
__________ is short songs that deliver a brand story in an easy-to-sing format. |
A. | melody. |
B. | jingles. |
C. | rap. |
D. | jazz. |
Answer» B. jingles. |
44. |
. _______ is a series of key visuals and accomplishing dialogue that explains a TV commercial. |
A. | video script. |
B. | audio script. |
C. | story board. |
D. | frames. |
Answer» C. story board. |
45. |
________ contains the published rates and ad space availability for a particular media such as a web site. |
A. | rate card. |
B. | data card. |
C. | guarantee card. |
D. | privilege card. |
Answer» A. rate card. |
46. |
Dividing the market based on age, income, gender, educational qualification is known as |
A. | branding |
B. | demography. |
C. | targetting |
D. | positioning |
Answer» B. demography. |
47. |
Legend is another name for |
A. | caption. |
B. | slogan |
C. | title |
D. | logo. |
Answer» A. caption. |
48. |
_________ is two or more oversize pages that fold out from the magazine. |
A. | gate-folds. |
B. | pop-ups. |
C. | pop-unders. |
D. | strips. |
Answer» A. gate-folds. |
49. |
________ is the ads that bound into the magazine that are printed on heavier paper than the rest of the magazine. |
A. | gate-folds. |
B. | pop-ups. |
C. | tip-ins. |
D. | strips. |
Answer» C. tip-ins. |
50. |
_______ is the esteem that a company or brand has in the eyes of its stakeholders. |
A. | respect. |
B. | reputation. |
C. | award. |
D. | brand. |
Answer» B. reputation. |
51. |
Generic advertising, also known as _______________demand advertising. |
A. | secondary |
B. | primary |
C. | tertiary |
D. | exclusive |
Answer» B. primary |
52. |
Any printed material sent through the mail directly to prospective customers is known as________. |
A. | direct mail advertising. |
B. | online advertising. |
C. | web advertising. |
D. | attachments. |
Answer» A. direct mail advertising. |
53. |
The blank space between margins of facing pages of a publication is ______. |
A. | folds. |
B. | gutter. |
C. | splits. |
D. | inches. |
Answer» B. gutter. |
54. |
Head & Shoulders is a power brand from _________. |
A. | p&g. |
B. | unilever. |
C. | johnson & johnson. |
D. | cavinkare. |
Answer» A. p&g. |
55. |
What is AIDA? |
A. | advertisement, interest, demand, acquire. |
B. | action, interest, desire, attention. |
C. | attraction, interest, desire, attention. |
D. | attention, interest, desire, action. |
Answer» D. attention, interest, desire, action. |
56. |
A black and white photographic print of the final artwork used to replicate the advertisement is called _____________. |
A. | artwork. |
B. | copy. |
C. | layout. |
D. | bromide. |
Answer» D. bromide. |
57. |
Which of the following is NOT a requirement for setting advertising objectives? |
A. | objectives must specify the amount of change. |
B. | objectives must be realistic. |
C. | objectives must be stated in terms of profits. |
D. | objectives must be clear and in writing. |
Answer» C. objectives must be stated in terms of profits. |
58. |
____________ is an array of reach according to the level of frequency delivered to each group. |
A. | frequency period |
B. | frequency distribution |
C. | frequency channel |
D. | frequency time |
Answer» B. frequency distribution |
59. |
______________ is a regular program sponsored by only one advertiser. |
A. | program sponsorship. |
B. | franchise. |
C. | half program. |
D. | full program sponsorship. |
Answer» D. full program sponsorship. |
60. |
____________ is a period of time during which there is no advertising activity. |
A. | down link. |
B. | duplication. |
C. | hiatus. |
D. | imprint. |
Answer» C. hiatus. |
61. |
____________ is an extended degree of consumer awareness of an advertisement within a specific media. |
A. | impact. |
B. | alternate. |
C. | choice. |
D. | impression. |
Answer» A. impact. |
62. |
PACT principles of advertising was given by |
A. | david ogilvy |
B. | russel.h. colley |
C. | roosser reeves |
D. | j walter thompson |
Answer» B. russel.h. colley |
63. |
The creative point in advertising where the search for a "big idea " takes pace is known as |
A. | ideation |
B. | conceptualisation. |
C. | visualisation |
D. | promotion |
Answer» C. visualisation |
64. |
____________ is a reduction from regular rates when advertising contracts to use quantities of advertising. |
A. | discount. |
B. | allowance. |
C. | valuation. |
D. | correction. |
Answer» A. discount. |
65. |
____________ is used in outdoor advertising to refer to the number of billboards used in one display. |
A. | depth. |
B. | facing. |
C. | changing. |
D. | exposure. |
Answer» B. facing. |
66. |
_____________ is the measurements which are based on respondents who either say with assurance that they have looked into a given magazine. |
A. | exposure. |
B. | lights. |
C. | depth of field. |
D. | focus. |
Answer» A. exposure. |
67. |
Drawings of a series of sequential frames to indicate the conception of a television commercial is known as |
A. | sequences |
B. | story board |
C. | frames |
D. | copy |
Answer» B. story board |
68. |
Core brand values should be predictable via________. |
A. | consistent messages. |
B. | conservative messages. |
C. | contradictory messages. |
D. | conflicting messages. |
Answer» A. consistent messages. |
69. |
The first printed advertisements were single sheets, printed on one side, that nowadays would be called_________. |
A. | barrages. |
B. | fliers. |
C. | flights. |
D. | brochures. |
Answer» B. fliers. |
70. |
Infomercials often look like other types of television shows, including ________. |
A. | news shows. |
B. | live, audience-participation shows. |
C. | reality shows. |
D. | talk shows. |
Answer» A. news shows. |
71. |
Create services are two pronged, and involve copywriting and ____________ |
A. | account planning |
B. | branding |
C. | media planning |
D. | graphics |
Answer» D. graphics |
72. |
Lintas and Mudra communications, started as ______________of Hindustan Unilever Ltd., and Reliance, respectively. |
A. | full service |
B. | house agencies |
C. | a la carte agencies |
D. | medium agency |
Answer» B. house agencies |
73. |
Which of the following are agency personnel who undertake investigate to support a campaign? |
A. | research manager. |
B. | account manager. |
C. | media director. |
D. | account planner. |
Answer» C. media director. |
74. |
Television advertising that include a telephone numeral for ordering is an example of__________. |
A. | direct-response advertising. |
B. | telemarketing. |
C. | straight mail. |
D. | teleconference. |
Answer» A. direct-response advertising. |
75. |
Positioning is a concept given by |
A. | al ries and jack trout |
B. | rooser reeves |
C. | alex osborn |
D. | abraham maslow |
Answer» A. al ries and jack trout |
76. |
Placement of advertisements inside or outside transportation vehicles is known as |
A. | aerial advertising |
B. | transit advertising. |
C. | speciality advertising |
D. | place based advertising. |
Answer» B. transit advertising. |
77. |
_______________ the number of people or households who are exposed to a medium. |
A. | audience |
B. | television |
C. | news |
D. | radio |
Answer» A. audience |
78. |
The total net audience exposed to prepared periodical, outdoor, television or radio advertising is _____________. |
A. | space accumulation. |
B. | agency accumulation. |
C. | audience accumulation. |
D. | audience composition. |
Answer» C. audience accumulation. |
79. |
The effectiveness of advertising is improved through ________________. |
A. | ad tracking. |
B. | marketing research. |
C. | advertising research. |
D. | copy testing. |
Answer» C. advertising research. |
80. |
The practice of making spoofs or parodies of corporate and political advertisement is known as _______________. |
A. | culture jamming. |
B. | ad busters. |
C. | political advertising. |
D. | subvert sing. |
Answer» D. subvert sing. |
81. |
Account planning is a much tasked about, much hyped function is also referred to as the______________ |
A. | boutique function |
B. | prime function |
C. | ghost function |
D. | non-prime function |
Answer» C. ghost function |
82. |
An agency can also handle overall advertising and ________ strategy and sales promotions for its customers. |
A. | brand management. |
B. | brand. |
C. | product placement. |
D. | advertising. |
Answer» A. brand management. |
83. |
Mixing continuity and flighting strategies in media scheduling is known as |
A. | pulsing |
B. | reach |
C. | pushing |
D. | flighting |
Answer» A. pulsing |
84. |
Typical ad agency clients contain businesses and ________, non-profit organization and government agency. |
A. | corporate law. |
B. | company. |
C. | companies law. |
D. | corporation. |
Answer» D. corporation. |
85. |
________ agencies specialize in endorsement of brands in the various social
|
A. | social media. |
B. | user-generated contented. |
C. | friend feed. |
D. | social network service. |
Answer» A. social media. |
86. |
Palmer opened the first American advertising agency, in ________ in 1850. |
A. | pennsylvania |
B. | philadelphia |
C. | allentown, pennsylvania |
D. | pittsburgh |
Answer» B. philadelphia |
87. |
Some television stations chose to air infomercials as an alternative to the previous perform of ________. |
A. | sign-off. |
B. | sign-on. |
C. | itv1. |
D. | itv. |
Answer» A. sign-off. |
88. |
Sponsorship belongs as the promotional tool to |
A. | business marketing. |
B. | marketing. |
C. | marketing management. |
D. | advertising. |
Answer» B. marketing. |
89. |
An out of home medium that includes posters, on vehicles is known as |
A. | transit advertising |
B. | trade advertising |
C. | publicity |
D. | professional advertising |
Answer» A. transit advertising |
90. |
An increased schedule of advertising above normal levels during peak selling periods is known as |
A. | pulse |
B. | pitch |
C. | blink |
D. | bleed |
Answer» A. pulse |
91. |
The primary levels of human needs is given by |
A. | herzberg |
B. | freud |
C. | abraham maslow |
D. | richard petty |
Answer» C. abraham maslow |
92. |
____________________ use many kinds of headlines and copy styles, using various appeals keeping in view the product attributes and consumer profile. |
A. | illustrators |
B. | copy writers |
C. | artists |
D. | animators |
Answer» B. copy writers |
93. |
An series of messages that divide a single idea and theme which make up an integrated marketing communication (IMC) is known as |
A. | advertising campaign |
B. | advertising research. |
C. | clutter |
D. | product placement. |
Answer» A. advertising campaign |
94. |
Brand names that other companies can buy the right to use is known as |
A. | brand image |
B. | licensed brands |
C. | brand identity. |
D. | brand positioning |
Answer» B. licensed brands |
95. |
Majority of the ads appearing online are |
A. | banner advertisements. |
B. | pop- up advertising. |
C. | display advertising |
D. | corner ads |
Answer» A. banner advertisements. |
96. |
Many advertising experts call the creative brief as the _____________________ |
A. | road map |
B. | blue print |
C. | out line |
D. | key praise |
Answer» A. road map |
97. |
SWOT is an acronym for . |
A. | strengths, weaknesses, opinion and threats |
B. | strengths, weaknesses, opportunities and threats. |
C. | strengths, weaknesses, opportunities and thrust. . |
D. | strengths, weaknesses, opportunities and trust |
Answer» B. strengths, weaknesses, opportunities and threats. |
98. |
A printed information form listing a publications advertising rates is known as |
A. | info card |
B. | rate card |
C. | ad card |
D. | premium card |
Answer» B. rate card |
99. |
Advertising used to communicate an organisations views on issues that affect society or business is known as |
A. | advocacy advertising |
B. | institutional advertising |
C. | purposeful advertising |
D. | emotional advertising |
Answer» A. advocacy advertising |
100. |
To identify the background, learning characteristics, and prerequisite skills of the audience we need to carry out _______________________. |
A. | task analysis. |
B. | media analysis. |
C. | situational analysis. |
D. | audience analysis. |
Answer» D. audience analysis. |
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