McqMate
| 1. |
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 | |
| 2. |
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 | |
| 3. |
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 | |
| 4. |
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 | |
| 5. |
The highest possible rate for advertising time or space. |
| A. | gross rate |
| B. | consumer rate |
| C. | ad rate |
| D. | cost |
| Answer» A. gross rate | |
| 6. |
__________ 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 | |
| 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. |
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 | |
| 10. |
A/An __________ made up of the company’s own advertising staff may provide full services or a limited range of services. |
| A. | intrafirm agenc |
| B. | in-house agency |
| C. | promotional department |
| D. | full-service agency |
| Answer» B. in-house agency | |
| 11. |
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 | |
| 12. |
Which of the following statements about magazines as an advertising medium is true? |
| A. | magazines have distinct profiles for well-defined target audiences |
| B. | some nationally distributed magazines publish regional or metro editions to reduce the cost of ads and wasted coverage |
| C. | magazine ads can convey complex information |
| D. | all of these |
| Answer» D. all of these | |
| 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 channel |
| 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. |
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 | |
| 16. |
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 | |
| 17. |
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 | |
| 18. |
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 | |
| 19. |
The possible exposure of the advertising message to one audience member, |
| A. | impression |
| B. | hit |
| C. | grp |
| D. | exposure rate |
| Answer» A. impression | |
| 20. |
‘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 | |
| 21. |
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 | |
| 22. |
INS means; |
| A. | international newspaper society |
| B. | indian national services |
| C. | indian newspaper society |
| D. | indian newspaper services |
| Answer» C. indian newspaper society | |
| 23. |
__________ 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 | |
| 24. |
Frequency is defined as the |
| A. | number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program |
| B. | total number of times an advertisement is broadcast on network and cable television or radio |
| C. | number of times an advertisement must be shown before a given percentage of the audience can recall key points of information |
| D. | average number of times a person in the target audience is exposed to an advertisement |
| Answer» D. average number of times a person in the target audience is exposed to an advertisement | |
| 25. |
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 | |
| 26. |
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 | |
| 27. |
__________ 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 | |
| 28. |
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 | |
| 29. |
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 | |
| 30. |
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 | |
| 31. |
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 | |
| 32. |
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 | |
| 33. |
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 | |
| 34. |
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 | |
| 35. |
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 | |
| 36. |
Which type of advertising objective is the most important for mature products? |
| A. | informative advertising |
| B. | comparison advertising |
| C. | persuasive advertising |
| D. | reminder advertising |
| Answer» D. reminder advertising | |
| 37. |
_____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 | |
| 38. |
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 | |
| 39. |
________ 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 | |
| 40. |
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 | |
| 41. |
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 | |
| 42. |
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 | |
| 43. |
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 | |
| 44. |
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 | |
| 45. |
Writing text for advertisements is called: |
| A. | ad writing |
| B. | art production |
| C. | illustration |
| D. | copy writing |
| Answer» D. copy writing | |
| 46. |
_______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 | |
| 47. |
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 | |
| 48. |
TGR means, |
| A. | tele group rating |
| B. | television gain rating |
| C. | target group rating |
| D. | television gross rating |
| Answer» C. target group rating | |
| 49. |
Who coined the term USP? |
| A. | mashall mcluhan |
| B. | rosser reeves |
| C. | michael schudson |
| D. | russed colley |
| Answer» B. rosser reeves | |
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