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Subject: Advertising Media and Campaign

Planning
Objective Question
Q.1- Another name for a companys marketing communications mix is:
the advertising program.
the sales force.
the image mix.
the promotion mix.

Correct Answer : the promotion mix.
Q.2- Which tool of the promotional mix is defined as any paid form of nonpersonal presentation
and promotion of ideas, goods, or services by an identified sponsor?
advertising
public relations
direct marketing
sales promotion

Correct Answer : advertising
Q.3- The ___ is the specific mix of advertising, personal selling, sales promotion, public
relations, and direct marketing tools that the company uses to pursue its advertising and
marketing objectives.
value mix
integrated dealer mix
marketing communications mix
marketing control mix

Correct Answer : marketing communications mix
Q.4- Which tool of the promotional mix consists of short-term incentives to encourage purchase
or sale of a product or service?
advertising
public relations
direct marketing
sales promotion

Correct Answer : sales promotion
Q.5- If a company wants to build a good corporate image, it will probably use which
of the following marketing communications mix tools?
advertising
public relations
direct marketing
sales promotion

Correct Answer : public relations
Q.6- _________________ is direct communications with carefully targeted individual consumers
to obtain an immediate response.
Personal selling
Public relations
Direct marketing
Sales promotion

Correct Answer : Direct marketing
Q.7- There is an increasing amount of commerce being done via the Internet. With respect to the
promotional mix, which of the following categories would be most directly concerned with
Internet commerce?
Advertising
Public relations
Direct marketing
Sales promotion

Correct Answer : Direct marketing
Q.8- The personal presentation by the firms sales force for the purpose of making sales
and building customer relationships is called:
personal selling.
public relations.
direct marketing.
sales promotion.

Correct Answer : personal selling.
Q.9- Which of the following major promotional tools use press relations, product publicity,
corporate communications, lobbying, and public service to communicate information?
advertising
public relations
direct marketing
sales promotion

Correct Answer : public relations
Q.10- Which of the following major promotional tools use the telephone, mail, fax, e-mail, and
the Internet to communicate directly with specific consumers?
advertising
public relations
direct marketing
sales promotion

Correct Answer : direct marketing
Q.11- Although the promotion mix is the companys primary communication activity, the
__________________ must be coordinated for greatest communication impact.
organizational culture
entire marketing mix
demand mix
profit variables in a company

Correct Answer : entire marketing mix
Q.12- Two major factors are changing the face of todays communications. One of these
factors is the fact that:
costs of promotion are rising.
mass markets are fragmented and marketers are shifting away from mass marketing.
marcom managers have achieved more power and control.
global communications are not growing rapidly enough.

Correct Answer : mass markets are fragmented and marketers are shifting away
from mass marketing.
Q.13- The shift from ________________________ has had a dramatic impact on marketing
communications.
brand management to value management
media manipulation to media control
mass marketing to segmented marketing
mass marketing to global marketing

Correct Answer : mass marketing to segmented marketing
Q.14- ____________ fragmentation has resulted in media fragmentation.
Market
Purchasing
Product
Public relations

Correct Answer : Market
Q.15- For many years mass-media advertising was king among promotion variables. Today, this
form of advertising appears to be giving way to:
product differentiation.
other elements of the promotion mix.
nonmanipulative variables.
a move away from promotion.

Correct Answer : other elements of the promotion mix.
Q.16- Current trends in communications and promotions indicate that companies are doing less:
marketing and more promotion.
broadcasting and more narrowcasting.
selling and more advertising.
communication and more manipulation.

Correct Answer : broadcasting and more narrowcasting.
Q.17- IMC, as presented in the text and in context with promotion, stands for:
international manufacturing capacity.
international monetary consistency.
integrated marketing communications.
integrated marketing corporations.

Correct Answer : integrated marketing communications.
Q.18- _________________ is the concept under which a company carefully integrates and
coordinates its many communications channels to deliver a clear, consistent, and compelling
message about the organization and its products.
The promotion mix
Integrated international affairs
Integrated marketing communications
Integrated demand characteristics

Correct Answer : Integrated marketing communications
Q.19- All of the following are cited by the text as limitations or challenges to marketers trying to
use the Web to build brands EXCEPT:
the higher expense of Web advertising versus traditional advertising.
the Internet doesnt build mass brand awareness.
the Webs format and quality constraints.
difficulty in achieving advertising-like solutions on the Web.

Correct Answer : the higher expense of Web advertising versus traditional
advertising.
Q.20- Integrated marketing communications involves identifying the target audience and shaping
a well-coordinated promotional program to elicit the desired audience response. Too often,
however: (Select the MOST CORRECT statement.)
costs are too high and profits are too low.
personnel cannot cope with these responsibilities.
marketing communications focus on overcoming immediate awareness, image, or
preference problems.
integrated communications do not work in the global environment because of regulations.

Correct Answer : marketing communications focus on overcoming immediate
awareness, image, or preference problems.
Q.21- The communications process should start with:
a basic belief about the communication piece.
an audit of all the potential contacts target customers have with the company and its
brands.
an evaluation of the history of advertising used by the firm.
hiring communications experts to handle the communication problems of the firm.

Correct Answer : an audit of all the potential contacts target customers have with
the company and its brands.
Q.22- The concept of ______________ suggests that the company must blend the promotion
tools carefully into a coordinated promotion mix.
public relations
integrated market planning
integrated marketing communications
global cultural imperatives

Correct Answer : integrated marketing communications
Q.23- If a companys objective were to reach masses of buyers that were geographically
dispersed at a low cost per exposure, the company would likely choose which of the following
promotion forms?
advertising
personal selling
public relations
sales promotion

Correct Answer : advertising
Q.24- Which of the following promotional forms is often described as being too impersonal and
only a one-way communication form?
advertising
personal selling
public relations
sales promotion

Correct Answer : advertising
Q.25- Which of the following promotional tools is often the most effective tool at certain stages
in the buying process, particularly in building up buyers preferences, convictions, and
actions?
advertising
personal selling
public relations
sales promotion

Correct Answer : personal selling
Q.26- Which of the following promotional tools is thought to be the most expensive to use?
advertising
personal selling
public relations
sales promotion

Correct Answer : personal selling
Q.27- Personal selling is an expensive form of promotion. For example, research shows that
personal selling costs companies _______ per sales call.
$170
$140
$100
$75

Correct Answer : $170
Q.28- The promotion tool that may include coupons, contests, premiums, and other means of
attracting consumer attention is best described as being which of the following?
advertising
personal selling
public relations
sales promotion

Correct Answer : sales promotion
Q.29- Which of the following promotional tools can reach many prospects who otherwise avoid
salespeople and is received as news rather than as a sales-directed communication?
advertising
personal selling
public relations
sales promotion

Correct Answer : public relations
Q.30- The promotional tool that marketers tend to underuse or use only as an afterthought is best
described as being which of the following?
advertising
personal selling
public relations
sales promotion

Correct Answer : public relations
Q.31- No matter which form of direct marketing might be used by a promotional manager, all of
the forms have several characteristics in common. Which of the following WOULD NOT be
among those characteristics?
nonpublic
immediate
producer controlled
interactive

Correct Answer : producer controlled
Q.32- __________________ is well suited to highly targeted marketing efforts and to building
one-to-one customer relationships.
Advertising
Public relations
Sales promotion
Direct marketing

Correct Answer : Direct marketing
Q.33- A ________________ is a promotion strategy that calls for using the sales force and trade
promotion to move the product through channels.
push strategy
pull strategy
blocking strategy
integrated strategy

Correct Answer : push strategy
Q.34- A __________________ is a promotion strategy that calls for spending a lot on
advertising and consumer promotion to build up consumer demand. If the strategy is successful,
consumer demand will move the product through the channel.
push strategy
pull strategy
blocking strategy
integrated strategy

Correct Answer : pull strategy
Q.35- Which of the following strategies is usually followed by B2C companies with respect to
promotion strategy?
push strategy
push strategy
blocking stratgy
integrated strategy

Correct Answer : push strategy
Q.36- Which of the following strategies is usually followed by B2B companies with respect to
promotion strategy?
push strategy
pull strategy
blocking strategy
integrated strategy

Correct Answer : push strategy
Q.37- Some of the earliest traces of what could be called advertising were found in:
Colonial New York.
16th century England.
2nd century China.
ancient Rome.

Correct Answer : ancient Rome.
Q.38- Advertising reaches almost all facets of business in the United States. It has been
estimated that advertising runs an annual bill of ________________ in the United States alone.
$2 billion
$244 billion
$25 billion
$150 billion

Correct Answer : $244 billion
Q.39- Marketing management must make four important decisions when developing an
advertising program. All of the following would be among those decisions EXCEPT:
setting advertising objectives.
setting the advertising budget.
setting procedures for an advertising culture audit.
developing advertising strategy.

Correct Answer : setting procedures for an advertising culture audit.
Q.40- The first step in developing an advertising program should be to:
set advertising objectives.
set the advertising budget.
evaluate advertising campaigns.
develop advertising strategy.

Correct Answer : set advertising objectives.
Q.41- A specific communication task to be accomplished with a specific target audience during a
specific period of time is called an:
advertising campaign.
advertising objective.
advertising criterion.
advertising evaluation.

Correct Answer : advertising objective.
Q.42- Which of the following WOULD NOT be one of the primary advertising objectives as
classified by primary purpose?
to inform
to persuade
to remind
to make profits

Correct Answer : to make profits
Q.43- ___________________ is used heavily when introducing a new product category.
Persuasive advertising
Inferential advertising
Reminder advertising
Informative advertising

Correct Answer : Informative advertising
Q.44- Building selective demand is the objective of which type of advertising?
informative advertising
persuasive advertising
reminder advertising
demand-driven advertising

Correct Answer : persuasive advertising
Q.45- If Sony tries to convince consumers that its brand of computer disks is the best quality for
the money, it is using which of the following forms of advertising?
informative advertising
psychological advertising
reminder advertising
persuasive advertising

Correct Answer : persuasive advertising
Q.46- When Avis positioned itself against market-leading Hertz by claiming, Were
number two, so we try harder, it was using which of the following forms of advertising?
informative advertising
psychological advertising
reminder advertising
comparative advertising

Correct Answer : comparative advertising
Q.47- Keeping consumers thinking about the product is the objective for which type of
advertising?
informative advertising.
psychological advertising
reminder advertising.
persuasive advertising.

Correct Answer : reminder advertising.
Q.48- After determining its advertising objectives, a company next sets its ____________ for
each product.
advertising strategy
advertising budget
advertising goals
advertising format

Correct Answer : advertising budget
Q.49- All of the following are commonly recognized promotion budget formats EXCEPT:
the affordable method.
the LIFO method.
the percentage-of-sales method.
the objective-and-task method.

Correct Answer : the LIFO method.
Q.50- Determining the promotion budget on the basis of financial availability of capital is
characteristic of which of the following budget methods?
affordable method
percentage-of-sales method
competitive-parity method
objective-and-task method

Correct Answer : affordable method
Q.51- Which of the following budget methods ignores the effects of promotion on sales?
affordable method
percentage-of-sales method
competitive-parity method
objective-and-task method

Correct Answer : affordable method
Q.52- Which of the following promotional budget methods wrongly views sales as the cause of
promotion rather than as the result?
affordable method
percentage-of-sales method
competitive-parity method
objective-and-task method

Correct Answer : percentage-of-sales method
Q.53- Setting the promotion budget so as to match the budgets of the competition is
characteristic of which of the following budget methods?
affordable method
percentage-of-Sales method
competitive-parity method
objective-and-task method

Correct Answer : competitive-parity method
Q.54- One of the arguments that supports the competitive-parity method for budgeting
promotions is that:
it is the fairest budget method.
it is generally the cheapest method of allocating funds.
competitors budgets represent the collective wisdom of the industry.
it is the easiest budget method to use on a global basis.

Correct Answer : competitors budgets represent the collective wisdom of the
industry.
Q.55- The most logical budget setting method is found in the list below. Which is it?
affordable method
percentage-of-sales method
competitive-parity method
objective-and-task method

Correct Answer : objective-and-task method
Q.56- The first step in using the objective-and-task promotional budgeting method is to:
define specific advertising tools that can be afforded.
analyze competitive budgets for perceived weaknesses.
calculate last years sales percentages.
define specific objectives.

Correct Answer : define specific objectives.
Q.57- According to the chapter, all of the following have promoted the importance of the media-
planning function EXCEPT:
media fragmentation.
the development of the Internet.
soaring media costs.
more focused target marketing strategies.

Correct Answer : the development of the Internet.
Q.58- No matter how big the advertising budget, advertising can succeed only if commercials:
are economically feasible.
gain attention and communicate well.
are acceptable on a global level.
are artistically pleasing.

Correct Answer : gain attention and communicate well.
Q.59- Developing an effective message strategy begins with identifying customer ___________
that can be used as advertising appeals.
demographics
lifestyles
psychographics
benefits

Correct Answer : benefits
Q.60- Advertising appeals should have three characteristics. All of the following are among
those characteristics EXCEPT:
be meaningful.
be tasteful.
be believable.
be distinctive.

Correct Answer : be tasteful.
Q.61- In evaluating messages for advertising, pointing out the benefits that make the product
more desirable or interesting to consumers ensures that the message will be:
meaningful.
distinctive.
believable.
remembered.

Correct Answer : meaningful.
Q.62- In evaluating messages for advertising, telling how the product is better than the
competing brands aims at making the ad:
meaningful.
distinctive.
believable.
remembered.

Correct Answer : distinctive.
Q.63- In terms of execution styles, a family seated at the dinner table enjoying the advertised
product would be an example of which of the following types of advertising?
slice of life
lifestyle
mood or imagery
personality symbol

Correct Answer : slice of life
Q.64- In terms of execution styles, which type of advertising might show how a product
contributes to a persons workout and health regime?
slice of life
lifestyle
mood or imagery
personality symbol

Correct Answer : lifestyle
Q.65- In terms of execution styles, which type of advertising makes no claim about the product
except to suggest that the product is part of such feelings as love or beauty?
slice of life
lifestyle
mood or imagery
personality symbol

Correct Answer : mood or imagery
Q.66- When a company chooses to use an animated character such as the Jolly Green Giant or
Garfield the Cat in their commercial, they are using which of the following advertising execution
formats?
testimonial evidence
lifestyle
mood or imagery
personality symbol

Correct Answer : personality symbol
Q.67- The first thing a reader notices in a printed advertising is the:
headline.
illustration.
copy.
format.

Correct Answer : illustration.
Q.68- The measure of the percentage of people in the target market who are exposed to the ad
campaign during a given period of time is called:
reach.
frequency.
impact.
performance.

Correct Answer : reach.
Q.69- The measure of how many times the average person in the target market is exposed to the
message is called:
reach.
frequency.
impact.
performance.

Correct Answer : frequency.
Q.70- Media planners consider many factors when making their media choices. According to the
text, all of the following factors would be considered EXCEPT:
the fashionability of the media.
the media habits of target consumers.
the nature of the product.
the type of message to be used.

Correct Answer : the fashionability of the media.
Q.71- If an advertiser wants flexibility, timeliness, good local market coverage, broad
acceptability, and high believability, the advertiser will probably choose which of the following
mass media types?
newspapers
television
direct mail
radio

Correct Answer : newspapers
Q.72- _________________ combine(s) sight, sound, and motion; appeals to the senses; and, has
a low cost per exposure as advantages.
Newspapers
Television
Direct mail
Radio

Correct Answer : Television
Q.73- The advantages of audience selectivity, no ad competition, and personalization apply to
which type of media?
newspapers
television
direct mail
radio

Correct Answer : direct mail
Q.74- ________________ has the advantage of being high in selectivity, low cost, immediacy,
and interactive capabilities.
Direct mail
Outdoor
Online
Radio

Correct Answer : Online
Q.75- Which of the following mass media forms has the disadvantages of long ad-purchase lead
time, high cost, no guarantee of position?
newspapers
television
magazines
radio

Correct Answer : magazines
Q.76- To be effective, ads should have some form of pattern (given that more than one ad is
going to be used). If an advertiser were to schedule ads evenly over a given period of time, this
pattern would be called:
pulsing.
flow.
rollout.
continuity.

Correct Answer : continuity.
Q.77- A marketing services firm that assists companies in planning, preparing, implementing,
and evaluating all or portions of their advertising programs is called a(n):
marketing control group.
product services unit.
advertising agency.
situation consultant.

Correct Answer : advertising agency.
Q.78- The largest U.S. advertising agency is ____________ with an annual gross income of $1.8
billion on billings.
J. Walter Thompson
Saatchi & Saatchi
BBD&O Global
McCann-Erikson Worldwide

Correct Answer : McCann-Erikson Worldwide
Q.79- All of the following are benefits of a standardization policy in global advertising
EXCEPT:
lower advertising costs.
greater global advertising coordination.
an attention to local differences in various global markets.
more consistent worldwide image.

Correct Answer : an attention to local differences in various global markets.
Q.80- _________________ is short-term incentives to encourage purchase or sales of a product
or service.
Advertising
Sales promotion
Online advertising
Public relations

Correct Answer : Sales promotion
Q.81- Several factors have contributed to the rapid growth of sales promotion. All of the factors
listed below have played a part in that growth EXCEPT:
greater pressure to increase sales.
more competition and a decline in differentiation of brands.
a relaxing of government regulations governing sales promotion.
advertising efficiency has declined.

Correct Answer : a relaxing of government regulations governing sales promotion.
Q.82- Which type of sales promotion uses free samples, coupons, and rebates?
consumer promotion
trade promotion
sales force promotion
place promotion

Correct Answer : consumer promotion
Q.83- All of the following are considered to be consumer-promotion tools EXCEPT:
samples.
push money.
coupons.
patronage reward.

Correct Answer : push money.
Q.84- Which of the following consumer-promotion tools is the most effective, but most
expensive, way to introduce a new product?
coupons
price packs
contests
samples

Correct Answer : samples
Q.85- ___________ are certificates that give buyers a saving when they purchase specified
products.
Samples
Premiums
Coupons
Patronage rewards

Correct Answer : Coupons
Q.86- If a retailer were to offer the consumer a two for one deal in purchasing
merchandise, which of the following sales promotional techniques would have been used?
samples
premiums
coupons
price packs

Correct Answer : price packs
Q.87- If Cheerios includes a free toy from a Disney movie in its cereal boxes as an incentive to
purchase cereal, which of the following forms of sales promotion was used?
samples
premiums
coupons
price packs

Correct Answer : premiums
Q.88- If an advertiser were to give consumers useful articles (imprinted with the
advertisers name) as gifts (such a pen or calendar), which of the following sales
promotional forms would the advertiser be using?
samples
premiums
point-of-purchase promotions
advertising specialties

Correct Answer : advertising specialties
Q.89- Manufacturers direct most of their sales promotional dollars toward which of the following
groups?
consumers
retailers and wholesalers
lobbyists
publics such as shareholders

Correct Answer : retailers and wholesalers
Q.90- __________ is defined as being cash or gifts to dealers or their sales forces to
push the manufacturers goods.
A display allowance
A price-off
A spiff
Push money

Correct Answer : Push money
Q.91- Which type of promotion uses buying allowances, push money, and free goods?
consumer promotion
trade promotion
sales force promotion
place promotion

Correct Answer : trade promotion
Q.92- The type of trade-promotion tool in which the manufacturer takes a fixed amount off the
list price on each case purchased during a stated period of time is called a(n):
discount.
allowance.
premium.
rebate.

Correct Answer : discount.
Q.93- The type of trade-promotion discount in which manufacturers agree to reduce the price to
the retailer in exchange for the retailers agreement to feature the manufacturers
products in some way is called a(n):
discount.
allowance.
premium.
rebate.

Correct Answer : allowance.
Q.94- ________________ is a major promotion function whose objective is to build good
relations with the companys various publics.
Advertising
Direct marketing
Public relations
Specialty events

Correct Answer : Public relations
Q.95- All of the following would be considered to be functions performed in public relations
EXCEPT:
press relations.
public affairs.
bribery (when necessary).
lobbying.

Correct Answer : bribery (when necessary).
Q.96- Despite its potential strengths, public relations is often described as a(n):
unethical business.
marketing stepchild.
corrupt practice.
cost drain that is not fruitful.

Correct Answer : marketing stepchild.
Q.97- All of the following would be considered to be major public relations tools EXCEPT:
news.
speeches.
testifying.
special events such as news conferences.

Correct Answer : testifying.
Q.98- If an advertiser were to use corporate stationery, brochures, signs, and business cards to
advance the public relations interests of the company, they would be using which of the
following forms of PR?
slick-back materials
audiovisual materials
corporate identity materials
public service materials

Correct Answer : corporate identity materials
Q.99- According to evaluations of American Standards integrated direct-marketing
campaign, the key to success was to get customers who had made inquires to purchase at least
$400 of merchandise.
True
False

Correct Answer : False
Q.100- Direct marketing is any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor.
True
False

Correct Answer : False
Q.101- ________ is often the father of modern Advertising.
Thomas Barratt.
Galton.
Wechsler.
J.S Burner.

Correct Answer : Thomas Barratt.
Q.102- Omnicom Group head quarters is located at ________.
NewYork.
New jersey.
London.
Paris

Correct Answer : NewYork.
Q.103- Dentsu, one of the top marketing communication Agencies is located at ___________.
Beijing.
Tokyo.
Chile.
Ireland.

Correct Answer : Tokyo.
Q.104- ________ is a series of interaction between customers and a company over a time.
Customer Service.
Client Service.
Customer relationship.
Client relationship.

Correct Answer : Customer relationship.
Q.105- __________is a single sheet of unfolded paper.
Brochures.
Booklets.
Leaflet.
Broadsheet.

Correct Answer : Leaflet.
Q.106- ________is the process of creating a brand image that engages the heart and minds of
customers.
Planning.
Branding.
Promoting.
Selling.

Correct Answer : Branding.
Q.107- Design and performance are __________attributes.
tangible.
intangible.
advertising.
marketing.

Correct Answer : tangible.
Q.108- Which of the following is tangible attributes?
Value.
Brand image.
Price.
Perception.

Correct Answer : Price.
Q.109- ________are the important information sources for media planners.
Media schedulers.
Sellers
Customers.
Media buyers.

Correct Answer : Media buyers.
Q.110- Which of the following is not intangible attributes?
Value.
Brand image.
Perceptions.
Performance.

Correct Answer : Performance.
Q.111- Which of the following is intangible attributes?
Design.
Ingredients.
Components.
Brand image.

Correct Answer : Brand image.
Q.112- _________is the standing of brand in comparison with its competitors in mind of
customers, prospects, and other stakeholders
Branding.
Brand identity.
Brand position.
product promotion.

Correct Answer : Brand position.
Q.113- ____________are advantages that allow a product to satisfy customers needs wants or
desires.
Benefits.
Prices.
Brands.
Offers.

Correct Answer : Benefits.
Q.114- ___________ is a visualization technique that indicates how customers perceive
competing brands.
Repositioning.
Perceptual mapping.
Brand Identification.
Brand Positioning.

Correct Answer : Perceptual mapping.
Q.115- Media selection is based on_______.
message needs.
channels.
agencies.
PR.

Correct Answer : message needs.
Q.116- __________ is an element, word or design that differentiate one brand from another.
Copy.
Design.
Trademark.
Concept.

Correct Answer : Trademark.
Q.117- The literal meaning of trademark is ___________.
matter of a trade.
mark of a trade.
master of trade.
minister of trade.

Correct Answer : mark of a trade.
Q.118- __________ is an impression created by brand messages and experience and assimilated
into a perception or impression of the brand.
Brand identity.
Brand image.
Brand positioning.
Brand category.

Correct Answer : Brand image.
Q.119- __________is communicated by product uniformity.
Accessibility.
Consistency.
Responsiveness.
Commitment.

Correct Answer : Consistency.
Q.120- ___________is the degree of attachment that customers have to a brand as expressed by
repeat purchases.
Brand Community.
Brand Loyalty.
Brand image.
Brand identity.

Correct Answer : Brand Loyalty.
Q.121- __________is the collections of customers who own the same brand ad enjoy talking to
each other, sharing and solving brand related problems.
Brand community.
Community network.
Social network.
Brand network

Correct Answer : Brand community.
Q.122- ______________is the intangible value of a company beyond the value of its physical
assets.
Brand identity.
Brand Image
Brand equity.
Brand community.

Correct Answer : Brand equity.
Q.123- __________ is the application of an established brand name to new product offerings.
Brand extension.
Brand image.
Brand identity.
Brand community.

Correct Answer : Brand extension.
Q.124- _________is renting the brand equity to another company, which benefits from the
association.
Co-banking.
Brand identity.
Brand licensing
Brand equty

Correct Answer : Co-banking.
Q.125- ________is two way communication that sends ad receives messages from customers
and other stakeholders.
Hyper activity.
Interactivity.
Interoperability.
Dialogue.

Correct Answer : Interactivity.
Q.126- ________is a collection of related information that is stored and organized in a way that
allows access and analysis
Database.
Data storage.
Data collection.
Data analysis

Correct Answer : Database.
Q.127- ______ allows to collect, store, retrieve, analyze and transmit data quickly and cost-
effectively.
Automation.
Digitization.
Information technology.
Computer applications.

Correct Answer : Digitization.
Q.128- _______ is a clever phrase that serves as a reminder of a brand, company image, or
campaign theme.
Caption.
Body copy.
Display copy.
Slogan.

Correct Answer : Slogan.
Q.129- _______ is the text of the brand message
Caption.
Body copy.
Display copy.
Slogan.

Correct Answer : Body copy.
Q.130- _________ is copy in a type size larger than that of the body copy and meant to entice
readers into reading the body copy
Body copy.
Display copy.
Caption
Headline.

Correct Answer : Display copy.
Q.131- ___________ is set in large type to get the readers attention and lead into the body copy.
Body copy.
Headline.
Display.
Caption.

Correct Answer : Headline.
Q.132- ___________ are verbal explanations of visuals.
Captions.
Call-outs.
Tag-line.
Signature.

Correct Answer : Captions.
Q.133- ________ are mini-captions positioned around an illustration to help explain or
emphasize certain elements in an illustration or picture.
Captions.
Call-outs.
Tag-line.
Signature.

Correct Answer : Call-outs.
Q.134- ________ helps to make an inquiry or purchase easier.
Captions.
Tag-line
Call-outs.
Signature.

Correct Answer : Tag-line
Q.135- ________ is also called as logo.
Signature.
Tagline.
Captions
Design.

Correct Answer : Signature.
Q.136- _______ is a series of key visuals and accomplishing dialogue that explains a TV
commercial.
Video script.
Audio script.
Story board.
Frames.

Correct Answer : Story board.
Q.137- ________ is steadily robbing the market share from traditional media advertising.
Web banner card.
Pixel card.
Bandwagon advertising.
Online advertising.

Correct Answer : Online advertising.
Q.138- __________ is short songs that deliver a brand story in an easy-to-sing format
Melody.
Jingles.
Rap.
Jazz.

Correct Answer : Jingles.
Q.139- _________ is the use of online advertising to spread malware.
Web advertising.
Digital advertising.
Mal advertising
Outdoor advertising.

Correct Answer : Mal advertising
Q.140- ________ refers to the design of the public face or distinctive visual appearance of an
organization or brand.
Brand equity.
Brand image.
Brand identity
Brand community

Correct Answer : Brand identity
Q.141- The sum of the audiences of all the media vehicles used during a certain time span is
called _________.
Gross Ratings Points.
Gross impressions
The Reach Objective
The Frequency Objective.

Correct Answer : Gross impressions
Q.142- ________ is a term used in advertisements to describe promotional items carried out
through mass media, such as television, radio and newspaper.
Above the line.
Below the line.
Beside the line
Through the line.

Correct Answer : Above the line.
Q.143- _______ ads appear when a viewer closes a page or site.
Pop-ups.
Banner.
Classified.
Display.

Correct Answer : Pop-ups.
Q.144- ________ is a term used in advertisements to describe promotional items carried out
through mass media, such as television, radio and newspaper.
Above the line.
Below the line.
Beside the line.
Through the line.

Correct Answer : Below the line.
Q.145- _______ is copy strip added over a poster advertisement.
Snipe.
Split.
By-line.
Caption.

Correct Answer : Snipe.
Q.146- ___________ is a facility available in some newspapers and magazines, where in the
advertiser can run the different ads in alternate copies of the same issue at the same run.
Split-run.
Splits.
Sponsoring.
Snipe.

Correct Answer : Split-run.
Q.147- _________ are two or more oversize pages that fold out from the magazine.
Gate-folds.
Pop-ups.
Pop-unders.
Strips.

Correct Answer : Gate-folds.
Q.148- ________ = Base Rate X Program Loading
Discount cost.
Cost.
Cost per spot.
Sum.

Correct Answer : Cost per spot.
Q.149- ______ is the esteem that a company or brand has in the eyes of its stakeholders.
Respect.
Reputation.
Award.
Brand.

Correct Answer : Reputation.
Q.150- __________ are the ads stand up when the magazines are opened to the page on which
they appear.
Classified.
Display.
3 D.
Insert ads

Correct Answer : 3 D.
Q.151- A management orientation that views the needs of consumers as primary to the success of
the firm __________
advertising concept.
promotional concept.
marketing concept
target marketing.

Correct Answer : marketing concept
Q.152- The division of an entire market of consumers into groups whose similarity makes them a
market for products serving their special needs is _________.
product segmentation.
target marketing.
market segmentation.
marketing mix.

Correct Answer : market segmentation.
Q.153- Identifying consumers by the amount of product usage is__________ segmentation.
product.
product user.
market
lifestyle.

Correct Answer : product user.
Q.154- Identifying consumers by combining several demographics and life styles is __________
segmentation.
product.
lifestyle.
market.
product user.

Correct Answer : lifestyle.
Q.155- Segmenting a market by creating a product to meet the needs of a elective group or
specialized group is ____________.
branding.
positioning.
planning.
promoting.

Correct Answer : positioning.
Q.156- A description of a market based on factors such a attitudes, opinions, interest, perceptions
of consumers is___________
psychographics.
geographics.
demographics
marketing mix

Correct Answer : demographics
Q.157- AAAA is ____________.
American Association of Advertising Agencies.
Australian Association of Advertising Agencies.
American Agency for Advertising Association.
African Association of Advertising Agencies.

Correct Answer : American Agency for Advertising Association.
Q.158- __________ is the first person known to have worked on commission basis
Thomas Baratt.
Volney Palmer.
Edwin.S Porter.
Du Pont

Correct Answer : Volney Palmer.
Q.159- Agency that handles planning creation, production and placement of advertising for
advertising client is _______________.
marketing agency.
full service agency.
In-house agency.
Creative agency.

Correct Answer : In-house agency.
Q.160- An arrangement whereby the advertiser handles the total agency by buying individually
is _________
Marketing agency.
Full service agency.
In-house agency.
Creative agency.

Correct Answer : In-house agency.
Q.161- ________execute and monitor the media schedule developed by media planner
Media executives.
Media buyers.
Media managers.
Media assistants

Correct Answer : Media buyers.
Q.162- ______ are responsible for the overall strategy of the media component of an advertising
Media buyer.
Media planner.
Media manager.
Media executive.

Correct Answer : Media planner.
Q.163- The complete analysis and execution of the media component of a campaign is _______.
media planners.
media strategy.
product promotion
brand identity

Correct Answer : product promotion
Q.164- The group that composes the present and potential prospects for a product or service is
_________.
media planners.
media buyers.
target audience.
media executives

Correct Answer : target audience.
Q.165- ____________ builds affinity with spectators by sponsoring major events.
Product.
Price.
Competition.
Brands.

Correct Answer : Brands.
Q.166- ____________are highly targeted brand-associated activities designed to actively engage
customers and prospects and generate publicity.
Events.
Exhibits.
Promotions.
Public relations.

Correct Answer : Events.
Q.167- __________ is financial support of an organization, person, or activity that exchange for
brand publicity and association
Fellowship.
Sponsorship.
Loan.
Bargain.

Correct Answer : Sponsorship.
Q.168- O&M is ___________.
Ogilvy & Mather.
Olive Mather.
Ole mather.
Olive mather.

Correct Answer : Ogilvy & Mather.
Q.169- _________are liaisons between an agency and its clients
Account assistant.
Account executive.
Account manager.
Accountants.

Correct Answer : Account manager.
Q.170- Account services are also called as_______________.
client services.
public services.
company service.
promotional service.

Correct Answer : client services.
Q.171- ________ is an agency that provides only creative services.
Full-service agency.
In-house agency.
Creative Boutiques.
Media Buying Agencies.

Correct Answer : Creative Boutiques.
Q.172- _________manage a companys brand and product line.
Brand assistants.
Brand executives.
Brand managers.
Brand associates.

Correct Answer : Brand managers.
Q.173- B3B stands for_________.
Business to Brand
Business to Bond
Business to Business.
Brand to Business.

Correct Answer : Business to Business.
Q.174- Who develop the visual aspect of brand messages?
Creative director.
Art directors.
Media manager.
Traffic manager.

Correct Answer : Art directors.
Q.175- Who supervises the development, execution and production of the creative ideas?
Art director.
Creative director.
Media director.
Traffic manager.

Correct Answer : Creative director.
Q.176- Who controls the flow of work through the approval and production process?
Traffic manager.
Media manager.
Free lancer.
Creative director.

Correct Answer : Traffic manager.
Q.177- Who oversee the logistics and cost of producing radio and tv commercials?
Directors.
Producers.
Actors.
Editors

Correct Answer : Producers.
Q.178- ______ determines media objectives and strategies for delivering ads to target audience
Media audience.
Media planning.
Creative planning.
Public relations

Correct Answer : Media planning.
Q.179- __________negotiates for and purchasing the broadcast time and print space detailed in
the media plan.
Media planning.
Media buying.
Media advertising.
Marketing mix.

Correct Answer : Media buying.
Q.180- ________helps to improve the understanding of consumers and to identify the most
appropriate audiences or clients marketing communication messages.
Media.
Research
Ads.
Marketing.

Correct Answer : Research
Q.181- Primary Research can also be called as____
a. media Research.
product Research.
field Research.
desk Research.

Correct Answer : field Research.
Q.182- _______ pertains to the division of consumers into persons with similar needs and wants
Research.
Market plan.
Segmentation.
Marketing strategy.

Correct Answer : Segmentation.
Q.183- ____________ are graphic organizers.
Images.
Story boards.
Words.
Ad plans.

Correct Answer : Story boards.
Q.184- _________ activity involves bringing all the pieces together before the advertising is sent
out for production.
Test print.
Checking.
Layout.
Revising.

Correct Answer : Layout.
Q.185- ________ forms counsel companies about public opinion and has to manage their
relationship with various stakeholders.
Marketing.
Advertising.
PR.
Creative

Correct Answer : PR.
Q.186- ___________ is the guideline that specifies the message elements of advertising copy.
Creative brief.
Creative plan.
Creative strategy
Copy writing.

Correct Answer : Creative plan.
Q.187- _____________ is stories and brand mentions delivered by mass media without charge
Publicity.
Public relations.
Media relations.
Marketing mix.

Correct Answer : Publicity.
Q.188- _________ are communication activities that help an organization and to public adapt
mutually to each other
PR.
Marketing.
Distribution.
Promotion.

Correct Answer : PR.
Q.189- ___________ is interpersonal communication in which a salesperson uncovers and
satisfies the needs of a customers to the mutual benefit of both.
Sales promotion.
Public selling.
personal selling.
Publicity.

Correct Answer : personal selling.
Q.190- Short, catchy, memorable phrases used at the end of an ad to complete the creative idea
Tag line.
Caption.
Slogan.
Sub heads.

Correct Answer : Tag line.
Q.191- __________conveys the main message.
Lead.
Headline.
Body copy.
Conclusion.

Correct Answer : Headline.
Q.192- ________firms specialize in e-commerce and interactive media.
PR.
Marketing.
Internet.
Ad.

Correct Answer : Internet.
Q.193- ________firm valuates marketing communication idea and tests their effectiveness
PR.
Research.
Internet.
Ad.

Correct Answer : Research.
Q.194- ______________are broad based communication systems that reach a large and diverse
audience.
Social media.
Mass media.
Digital media.
Electronic media.

Correct Answer : Mass media.
Q.195- The person who shapes and sculpts the words in an ad ____________.
Copy writer.
Copy cat.
artist.
Writer

Correct Answer : Copy writer.
Q.196- __________ are public venues where brand messages can be displayed
Time based media.
Place based media
Action based media
Play based media.

Correct Answer : Place based media
Q.197- Costa Rica has more than _______ regulating advertising.
390 laws.
350 laws.
333 laws.
69 laws.

Correct Answer : 350 laws.
Q.198- In late 3003, the 35 nation European Union passes a bill that would outlaw all _______ in
newspapers, magazines, and on the internet.
tobacco ads.
alcohol ads.
ads of indecent portrayal of women.
puffery.

Correct Answer : tobacco ads.
Q.199- Retention depends upon_______.
Time gap.
clarity of the message.
values.
all the above.

Correct Answer : all the above.
Q.200- __________is an arrangement in which client constructs to work with a agency for a year
or more and pay that agency a certain amount.
Customer.
Retainer.
Regulator.
Contract.

Correct Answer : Retainer.
Q.201- The effectiveness of advertising is improved through ________________.
Ad tracking.
Marketing research.
Advertising research.
Copy testing.

Correct Answer : Advertising research.
Q.202- _________________ is the only network that has allowed several of the foundation's
commercials to run.
NDTV.
STAR Network.
CNN.
SUN Network.

Correct Answer : CNN.
Q.203- Advertising on the ________ is a recent experience.
Netscape.
Mobile
Internet.
World wide web.

Correct Answer : Mobile
Q.204- The _______________ is the foundation of any advertising or marketing campaign.
Research.
Target segmentation
Creative brief.
Media planning.

Correct Answer : Creative brief.
Q.205- An agency can also handle overall advertising and ________ strategy and sales
promotions for its customers.
Brand management.
Brand.
Product placement.
Advertising.

Correct Answer : Brand management.
Q.206- ______________ became the first full service advertising agency.
N.W.Ayer & Son
FCB Ulka Advertising Ltd
Ogilvy & Mather.
William Taylor

Correct Answer : N.W.Ayer & Son
Q.207- Typical ad agency clients contain businesses and ________, non-profit organization and
government agency.
Corporate law
Company.
Companies law
Corporations.

Correct Answer : Corporations.
Q.208- ________ agencies specialize in endorsement of brands in the various social media
platforms like blogs, social network sites, Q&A sites, discussion forums, micro blogs etc.
Social media.
User-generated contented.
Friend Feed.
Social network service.

Correct Answer : Social media.
Q.209- Interactive agencies may differentiate themselves by offering a mix of web design,
development, search engine marketing, ________, marketing, e-commerce consulting.
Product placement.
Advertising research.
Brand.
Internet advertising

Correct Answer : Internet advertising
Q.210- Palmer opened the first American advertising agency at________ in 1850
Pennsylvania.
Philadelphia.
San Fransisco.
Pittsburgh.

Correct Answer : Philadelphia.
Q.211- __________are direct response television commercials which generally include a phone
number or website..
Infomercials
CBS.
Ultra high frequency
Mobile television.

Correct Answer : Mobile television.
Q.212- The problem with implementing many of today's available security solutions in web
advertising are
Slower online communication
More expensive for the advertiser
More cumbersome of users
All the above.

Correct Answer : All the above.
Q.213- Advertising is affected by ________ forces
Economic.
Social.
Technological.
All the above

Correct Answer : All the above
Q.214- Some channels, such as ________, include a "paid programming" bug in a turn of the
screen during the period of each infomercial on that channel
Fox news channel.
CNBC.
CNN.
Bloomberg television

Correct Answer : CNBC.
Q.215- Infomercials are designed to solicit a direct response which is ___________ and are,
therefore, a form of direct marketing.
Specific and experimental
Persuasive.
Advertising.
Marketing ethics

Correct Answer : Specific and experimental
Q.216- Sponsorship belongs to the promotional tool to _________________.
Business marketing
Marketing.
Marketing management
Advertising.

Correct Answer : Marketing.
Q.217- A corporate unit may provide equipment for a famous sportsperson or sports team in
exchange for ________
Advertising.
Brand.
Brand management
Product placement.

Correct Answer : Brand.
Q.218- _________ is more commonly used to derive benefit from the associations shaped for a
company's brand or image as a result of the support.
Product placement
Advertising.
Sponsorship.
Brand management

Correct Answer : Sponsorship.
Q.219- Many companies want their ________ on sponsored equipment in return
Corporate identity.
Logo.
Brand.
Graphics.

Correct Answer : Logo.
Q.220- _______ teams for many years relied a great deal on the income from tobacco
advertising, reflected in the sponsorship liveries of the teams.
2010 Formula One season
Michael Schumacher
2009 Formula One season
Formula.

Correct Answer : Michael Schumacher
Q.221- An advertising campaign is a series of ________ messages that divide a single idea and
theme which make up an integrated marketing communication.
Advertising.
Advertising research
Brand.
Product placement

Correct Answer : Advertising.
Q.222- _________ decides on complaints from the general public including government
officials, consumer groups, etc., complaints from one advertiser against another.
Consumer Complaints Council (CCC).
ASCI.
AAAA.
CARU

Correct Answer : Consumer Complaints Council (CCC).
Q.223- A strap line is a British term used as a less important sentence attached to a ________
name.
Product placement
Brand.
Advertising
Brand management.

Correct Answer : Brand.
Q.224- ________ provides a general advisory service for advertisers and agencies and also offers
informational material for children, parents, and educators.
Children Advertising Review Unit
Advertising Standard Council of India
Indian Penal Code
Consumer Complaints Council

Correct Answer : Children Advertising Review Unit
Q.225- ________, a leading provider of marketing tools for web advertisers, direct marketers and
web publishers.
Abacus Direct.
Double Click.
Unica.
Kutenda.

Correct Answer : Double Click.
Q.226- An ad server is a computer server; specifically a web server that stores ________ used in
online promotion and delivers them to website guests.
Advertising research.
Product placement.
Brand.
Advertisements

Correct Answer : Advertisements
Q.227- The local ad server was first urbanized and introduced by Net Gravity in January 1996
for delivering online advertising at major publishing sites such as ________ and guide.
Google.
Microsoft.
Yahoo!.
Intel Corporation

Correct Answer : Yahoo!.
Q.228- Media Planner is a job title in an ________ or media planning and buying agency, in
charge for selecting media for advertisement assignment on behalf of their customers.
Advertising agency.
Havas.
Copywriting.
Brand

Correct Answer : Advertising agency.
Q.229- A personal ad is an item or notice conventionally in the ________, similar to a classified
ad but personal in life.
Defamation.
Newspaper.
Media bias.
News media

Correct Answer : Newspaper.
Q.230- ________ is a very rough rendition of a proposed commercial, composed of images and
sound borrowed from other commercials or broadcast materials.
Ripomatics.
Animatics.
Graphics.
Neuropsychology

Correct Answer : Graphics.
Q.231- A television commercial produced from semi finished artwork, generally used only for
test purposes is ________________.
Cinematic.
Systematic.
Animatic.
Diplomatic

Correct Answer : Animatic.
Q.232- _______________ is the number of people or households who are exposed to a medium.
Audience.
Market.
Target.
None the above

Correct Answer : Audience.
Q.233- The total net audience exposed to prepared periodical, outdoor, television or radio
advertising is _____________.
Space accumulation.
Agency accumulation.
Audience accumulation.
Audience composition.

Correct Answer : Audience accumulation.
Q.234- A specific period of broadcast commercial time offered for sale by a station or network
for sponsorship is _________________.
Usage.
Availability.
Durability.
Primary availability

Correct Answer : Availability.
Q.235- A _________ is a document the advertiser signs agreeing to stop the objectionable
advertising without admitting any wrongdoing.
Consent decree.
Cease and desist order.
Contempt decree.
Billboard

Correct Answer : Billboard
Q.236- Total coverage by television and radio of a given geographic area is _________.
lank coverage.
Blanket coverage.
Zero coverage.
National coverage

Correct Answer : Blanket coverage.
Q.237- ___________ is an elaborate booklet, usually bound with a special cover.
Leaflet.
Brochure.
Pamphlet.
Hoarding

Correct Answer : Brochure.
Q.238- A system of broadcasting television whereby programs are first tuned in by a community
antenna and then distributed to individual homes is______________.
Cable TV.
CCA
CATV
Car card.

Correct Answer : Cable TV.
Q.239- ____________ is a promotion piece consisting of one large sheet of paper, generally
printed on one side only.
Equal side.
Broad side
Neutral side.
Horizontal side

Correct Answer : Broad side
Q.240- Sales of copies of a publication in quantity to one purchaser to be given free by him is
known as_________________.
Enough space.
Running space.
Bulk space.
Full space.

Correct Answer : Bulk space.
Q.241- Sales of copies of a publication in quantity to one purchaser to be given free by him is
known as_________________.
Enough space.
Running space.
Bulk space.
Full space.

Correct Answer : Bulk space.
Q.242- ____________ is a process used by an advertiser to reserve a time period with a local
station and by a network to check with its affiliates on the availability of a time period.
Pass time.
Frequent time.
Agency time.
Clear time.

Correct Answer : Clear time.
Q.243- Compensation to a salesperson, agency, etc., as a percent of their sales is known
as_________.
Replication.
Implication.
Commission.
Expansion

Correct Answer : Commission.
Q.244- The mechanical facility used by broadcasters for the transmission of programming from
city to city from a cable organization to individual homes is___________.
Coaxial cable.
Axial cable.
Satellite.
Internet.

Correct Answer : Coaxial cable.
Q.245- ____________ is a term used to define a medium geographical potential.
Transmitter.
Antenna.
Mass audience.
Coverage.

Correct Answer : Coverage.
Q.246- _____________ is a kind of advertising run by a local advertiser in conjunction with a
national advertiser.
Local advertising.
Cooperative advertising.
International advertising.
National advertising.

Correct Answer : Local advertising.
Q.247- The participation of two or more sponsors in a single broadcast program where each
advertiser pays a proportionate share of the cost is called____________.
Sponsorship.
Co-sponsorship.
Commercials.
Slot.

Correct Answer : Co-sponsorship.
Q.248- Letters, folders, reprints, or other material sent through the mails directly to prospective
purchases is____________.
Instant mail advertising.
retrive mail advertising
Spam.
Direct mail advertising.

Correct Answer : Direct mail advertising.
Q.249- _________ allows prospect to respond directly to the advertiser rather than going through
a retailer or other middlemen.
Direct advertising.
Indirect advertising.
Instant advertising.
Mixed response advertising.

Correct Answer : Direct advertising.
Q.250- Advertising in a directory is ______________.
Delivery advertising.
Directory advertising.
Direct advertising.
Dynamic advertising.

Correct Answer : Directory advertising.
Q.251- ___________ is a transit advertising term specifying two displays in ach vehicle.
Hoarding.
Double carding.
Carding.
Billboard.

Correct Answer : Double carding.
Q.252- ____________ is a reduction from regular rates when advertising contracts to use
quantities of advertising.
Discount.
Allowance.
Valuation.
Correction.

Correct Answer : Discount.
Q.253- ___________ is a catch all term for those newspapers, magazine and radio and television
stations that direct their editorial and or language to specific ethnic groups.
Medium.
Ethical news.
New media.
Ethnic media.

Correct Answer : Ethnic media.
Q.254- ____________ is used in outdoor advertising to refer to the number of billboards used in
one display.
Depth.
Facing.
Changing.
Exposure

Correct Answer : Facing.
Q.255- _____________ is the measurements which are based on respondents who either say with
assurance that they have looked into a given magazine.
Exposure.
Lights.
Depth of field.
Focus

Correct Answer : Exposure.
Q.256- When marketing practices are criticized for reducing competition, the criticism falls
under which universal area of societal marketing issues?
Marketing\'s impact on society as a whole.
Marketing\'s impact on other businesses.
Marketing\'s impact on the company.
Marketing\'s impact on the individual.

Correct Answer : Marketing\'s impact on other businesses.
Q.257- ____________ is about bringing your product/service to the notice of your target market,
and reminding them or persuading customers to purchase that product/service.
Production.
Promotion.
Budget.
Image.

Correct Answer : Promotion.
Q.258- The ____________ that is selected to communicate the product/service to clientele forms
the promotional mix.
Marketing.
Product.
Promotional budgets.
Promotional methods.

Correct Answer : Promotional methods.
Q.259- The purpose of __________ is to inform customers of the features and benefits of a
product/service and persuade them to buy it in preference to the products/services of competitors.
Marketing.
Image.
Advertising.
Marketing plan.

Correct Answer : Advertising.
Q.260- ___________ involves targeting specific areas where possible customers are likely to be,
using public information lists to help identify prospective clients.
Direct mail.
Community directories.
Radio.
Point of sales display.

Correct Answer : Direct mail.
Q.261- ____________ provides a chance to show the features and benefits of a product/service
directly to the customers who may be in a position to make an instant purchase.
Direct mail.
Community directories.
Radio.
Point of sales display.

Correct Answer : Point of sales display.
Q.262- The selection of the ___________ will depend upon your target market, the message you
wish to convey, and the relative costs of the different media.
Advertising medium.
Objective.
Mission vision.
Market gap.

Correct Answer : Advertising medium.
Q.263- What is AIDA?
Advertisement, Interest, Demand, Acquire.
Advertisement, Interest, Desire, Attention.
Advertisement, Interest, Desire, Attention.
Attention, Interest, Desire, Action

Correct Answer : Attention, Interest, Desire, Action
Q.264- _________ is the material abounding to the magazine or newspaper to use in the
production of the advertisement.
Artwork.
Data.
Copy.
Text.

Correct Answer : Artwork.
Q.265- A black and white photographic print of the final artwork used to replicate the
advertisement is called _____________.
Artwork.
Copy.
Layout.
Bromide.

Correct Answer : Bromide.
Q.266- ____________ is the outer shell of the advertisement, which should be attention
grabbing, attractive and interesting to your customers
Message design.
Physical design.
Transformational Advertising.
Informational advertising.

Correct Answer : Physical design.
Q.267- _____________ aims to transform the perception, attitude, or action of the prospective
customer.
Message design.
Physical design
Transformational Advertising.
Informational advertising.

Correct Answer : Informational advertising.
Q.268- _____________ is commercially significant news regarding a product/service, which
appears in the commercial media at no cost to the business. It is not considered to be advertising.
Publicity.
Public relations.
Advertising tools.
Promotion.

Correct Answer : Publicity.
Q.269- _______________ is about direct person to person selling, or voice to voice, or digital to
digital communication designed to explain how products, services, or ideas fit the needs of a
prospective customer.
Publicity.
Public relations.
Advertising tools.
Personal selling.

Correct Answer : Personal selling.
Q.270- The words used in an advertisement is referred to as ___________.
Data.
Artwork.
Copy.
Text.

Correct Answer : Copy.
Q.271- An advertising that rate that does not include any discounts are _____________.
Maximum rate.
Neutral rate.
Flat rate.
Normal rate.

Correct Answer : Flat rate.
Q.272- In a periodical advertising, _________ is to run an advertisement within a space which is
layer than the advertisement.
Folio.
Flat.
Float.
Flow.

Correct Answer : Float.
Q.273- A specific position in a publication for which an advertiser is granted a permanent
franchise is __________.
Grant position.
Franchise position.
Lead position.
Permanent position.

Correct Answer : Franchise position.
Q.274- ____________ is an array of reach according to the level of frequency delivered to each
group.
Frequency period.
Frequency distribution.
Frequency channel.
Frequency time.

Correct Answer : Frequency distribution.
Q.275- ___________ is a preferred position for newspaper advertisement, generally following
and next to reading matter or top of column next to reading matter.
Equal position.
Top position.
Full position.
Half position.

Correct Answer : Full position.
Q.276- ______________ is a regular program sponsored by only one advertiser.
Program sponsorship.
Franchise.
Half program.
Full program sponsorship.

Correct Answer : Full program sponsorship.
Q.277- Which is a consumer magazine not classified to specific audience?
Film magazine.
General editorial magazine
Women magazine.
Kids magazine.

Correct Answer : General editorial magazine
Q.278- ____________ is a combined audience of a combination of media or a campaign in a
single medium
Net audience.
Guaranteed audience.
Neutral audience.
Gross audience.

Correct Answer : Gross audience.
Q.279- ________ is an association of the largest advertising agencies throughout the United
States, controls agency practices by denying membership to any agency judged unethical.
American Association of Advertising Agencies.
American Advertising Federation.
Association of National Advertisers.
Federal Communications Commission.

Correct Answer : American Association of Advertising Agencies.
Q.280- ____________ is a period of time during which there is no advertising activity.
Down link.
Duplication.
Hiatus.
Imprint.

Correct Answer : Hiatus.
Q.281- ____________ is an extent or degree of consumer awareness of an advertisement within
a specific media.
Impact.
Alternate
Choice.
Impression.

Correct Answer : Impact.
Q.282- What refers to the portion of media exposure done in the home?
Out of home.
In home.
Outdoor
Insert.

Correct Answer : In home.
Q.283- _________ is an advertisement in a print media.
Exertion.
Extension.
Integration.
Insertion.

Correct Answer : Insertion.
Q.284- An advertisement appearing on two facing junior pages that occupies only part of each
page is ___________.
Control panel.
Control room.
Pony spread.
Close spread.

Correct Answer : Pony spread.
Q.285- _____________ is networks that connect people within a group to each other and to the
company network.
Internets.
Bit streams.
Extranets.
Intranets.

Correct Answer : Intranets.
Q.286- _______________ is the encircling term that involves the use of electronic platforms -
intranets, extranets and the Internet - to conduct a company's business.
E-procurement.
E-marketing.
E-business.
E-commerce

Correct Answer : E-business.
Q.287- Which of the following is not one of the reimbursements of e-commerce to sellers?
E-commerce can help to reduce costs.
E-commerce offers greater flexibility in meeting customer needs.
E-commerce increases the net cost per contact
E-commerce is a powerful tool for customer relationship building.

Correct Answer : E-commerce increases the net cost per contact
Q.288- The E-commerce domain that involves business action initiated by the consumer and
targeted to businesses is known as____________.
Consumer to Consumer.
Consumer to Business.
Business to Business.
Business to Consumer.

Correct Answer : Consumer to Business.
Q.289- A ______________ is a B2B trading network that links a meticulous seller with its own
trading partners.
Web community.
Private trading network.
Virtual network.
Bit stream.

Correct Answer : Private trading network.
Q.290- Television advertising that include a telephone numeral for ordering is an example
of__________.
Direct-response advertising.
Telemarketing.
Straight mail.
Teleconference.

Correct Answer : Direct-response advertising.
Q.291- What are the elite qualities of advertising?
Consumers view advertised products as standard and legitimate.
Advertising is expressive, allowing the dramatization of products.
Advertising can be used to build up a long-term image for a product.
Can reach masses of geographically dispersed buyers at low cost exposure.

Correct Answer : Advertising can be used to build up a long-term image for a
product.
Q.292- In creating the communications message, what is the term functional to the process of
putting the intended message or thought into symbolic form?
Developing the response.
Eliminating the advertising clutter or \'noise\'.
Encoding.
Decoding.

Correct Answer : Encoding.
Q.293- Define what is destined by the cognitive stage of consumer advertising?
Stimulating recognition of advertising.
Sowing the seeds of a thought and gaining the consumer\'s attention.
Defining recognition.
Involves the creating or changing of an attitude.

Correct Answer : Sowing the seeds of a thought and gaining the consumer\'s
attention.
Q.294- Which of the following was not referred to as a meaning of IMC?
Consistent seamlessness.
Whole egg.
Orchestration.
Seamless communication

Correct Answer : Consistent seamlessness.
Q.295- IMC is about?
Co-ordinated promotional tools.
Bear for the marketing strategy.
Harmonized messages.
A strategically resolute bend of internal and external messages.

Correct Answer : A strategically resolute bend of internal and external messages.
Q.296- Which of these is a possible disadvantage of IMC?
Centralization.
Communications synergy.
Co-ordinated product development.
Customer focus.

Correct Answer : Centralization.
Q.297- The period that begins with the early morning news shows and extends to 4:00 PM is
known as_________.
Prime time.
Fringe time.
Full time.
Daytime

Correct Answer : Daytime
Q.298- Core brand values should be predictable via________.
Consistent messages.
Conservative messages.
Contradictory messages.
Conflicting messages.

Correct Answer : Consistent messages.
Q.299- _________ is the ability to reach prospective customers on a personal and intimate level
Visuals.
Economy
Intimacy.
Fractionalization.

Correct Answer : Intimacy.
Q.300- Newspapers generally offer a ___________ reproduction quality
Mediocre.
Higher rates.
Most advantage.
Composing.

Correct Answer : Mediocre.

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