McqMate
These multiple-choice questions (MCQs) are designed to enhance your knowledge and understanding in the following areas: Bachelor Multimedia Communication (BMMC) .
| 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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