Beruflich Dokumente
Kultur Dokumente
Time15minutes
Name:_______________________________________________Roll#:______________
Tickthemostappropriateanswersfromtheoptionsavailable.
1. TheconceptofIMCreferstothefollowing,except:
a) Integrationacrossmediachannels
b) Integrationacrosscommunicationmodes
c) Integrationacrossmarketingmixelements
d) Integrationacrossaudiences
2. Thismeasurecouldbeusedtoevaluatetheexposureofanadvertisingmessage
a) Reach
b) AdvertisingRecall
c) SpontaneousRecall
d) Recognition
3. ThethreedimensionsofSourcePowerare:
a) PerceivedControl,PerceivedScrutinyandPerceivedRelationship
b) PerceivedConcern,PerceivedPositionandPersonality
c) PerceivedScrutiny,PerceivedControlandPerceivedConcern
d) PerceivedControl,PerceivedRoleandPerceivedIncentive
4. Anadvantageofpublicrelationsoverotherformsofpromotionisits
a) Credibility
b) Brandbuilding
c) Relationshipbuilding
d) SpecificTargetAudience
5. FollowingisnotaResponseHierarchymodel
a) HierarchyofEffectsmodel
b) FCBmodel
c) AIDAmodel
d) InformationProcessingmodel
6. Habitformationstrategyforlowinvolvement/thinkingproductsfollowsthisresponse
hierarchy:
a) DoFeelLearn
b) LearnFeelDo
c) FeelDoLearn
d) DoLearnFeel
7. FollowingtypeofadvertisingresearchanswersthequestionIsthecampaigneffective
inreallifeaftermediaexposure?
a) StrategydevelopmentResearch
b) RetailAudit
c) MessageEvaluationResearch
d) TrackingResearch
8. AccordingtoPersuasionMatrix,mediachanneldecisionsdependprimarilyin______
communicationseffectsdomain:
a) Exposure
b) Attention
c) Comprehension
d) Yielding
9. FCBplanningmodelsuggestsselfsatisfactionstrategyfor
a) LowinvolvementThinkingproducts
b) LowinvolvementFeelingproducts
c) HighinvolvementThinkingproducts
d) HighinvolvementFeelingproducts
10. Sourcepowerleadstopersuasionthroughaprocessof
a) Internalization
b) Identification
c) likeability
d) Compliance
11. AccordingtoCognitiveResponseModel,sourceorientedthoughtsrelateto
a) Brandattitudes
b) AttitudetowardstheAd
c) Bothofabove
d) Attitudetowardsthecelebrity
12. ELMviewsthatattitudechangesresultingfromperipheralprocessingare
a) Enduringpositive
b) Enduringnegative
c) Temporaryshift
d) Nochanges,Retaininitialattitude
13. AccordingtoEEGmeasures,followingishypothesized:
a) Lefthemisphereismorelikelytorespondtoemotions
b) Righthemisphereprocessesverbalstimuli
c) Lefthemisphereisresponsibleforrecall
d) Righthemisphereisresponsibleforprocessing
14. WhichtestusesFleschformula
a) Portfoliotest
b) Dummyadvertisingvehicles
c) Readabilitytest
d) Theatertest
15. Followingadvertisingresearchcouldbeusefulinoptimizingadvertisingexecutions
a) CreativeDevelopmentResearch
b) TrackingResearch
c) MessageEvaluationResearch
d) MessageExecutionresearch
16. MeaningtransfermodelcelebrityendorsementbyMcCrakensuggests:
a) 2stageprocess
b) 3stageprocess
c) 4stageprocess
d) Singlestageprocess
17. Ladderingisamarketingresearchtechniquethathasbeendevelopedtoidentifylinks
between
a) Attributes,consumers,andvalue
b) Attitudes,consequences,andvalue
c) Attributes,consequences,andvalue
d) Attitudes,consumers,andvalue
18. Anfullserviceadvertisingagencyideallydoesallthefollowingexcept
a) Preparesadvertising
b) Pretestsadvertising
c) Placesadvertising
d) Paysforadvertising
19. The three levels of relationships with brand in Emotional bonding model indicate
followingthreelevels
a) Emotions,Personality,Exchanges
b) ProductBenefits,Experience,Emotions
c) Exchanges,Experience,Emotions
d) ProductBenefits,Personality,Emotions
20. ______________ Stage refers to the consumers action toward the brand: trial,
purchase,adoptionorrejection.
a) Needrecognition
b) Behavioral
c) Informationsearch
d) Postpurchaseevaluation
21. Whateffectmakesalowcredibilitysourcetobecomeaseffectiveasahighcredibility
source?
a) Lageffect
b) Sleepereffect
c) Leadeffect
d) Bannereffect
22. Basedonassessmentofcognitiveresponses,attitudetowardstheadvertisementsisa
resultof
a) Product/MessageThoughtsandSourceorientedthoughts
b) SourceorientedThoughtsandadexecutionrelatedthoughts
c) Product/MessageThoughtsandadexecutionrelatedthoughts
d) BrandattitudesandExposureofanad
23. TwocentralDeterminantsofcreativityareoftenconsideredasthese:
a) RelevanceandResonance
b) DivergenceandConvergence
c) RelevanceandDivergence
d) ResonanceandConvergence
24. Thethemeofacampaignwhichisastrongideabindinginterrelatedadexecutionsin
agivenperiodofpromotionactivitiesisusuallyexpressedthrough
a) Aslogan
b) Aheadline
c) AJingle
d) Alogo
25. Dayafterrecalltestisgenerallylikelytofavour
a) EmotionalMessages
b) Thinking/RationalMessages
c) NuetralMessages
d) Alltypesofmessages
26. CPMrefersto
a) CostperMillionreaders
b) CostperThousandReaders
c) CopyperThousandreaders
d) CostperMediaVehicle
27. Inmediaplanning,SOSrefersto
a) SalienceonSpacebought
b) ShareofSocialMedia
c) SonofSardaar
d) ShareofSpends
28. IfRPCishigher,itcanbesaidthat
a) Secondaryreachishigher
b) Primaryreachishigher
c) Circulationispoor
d) Noneoftheabove
29. Whichisnotanadvantageofmagazines:
a) Reproductionquality
b) Permanence
c) DemographicSelectivity
d) Longleadtime
30. GRPachievedbyaMediaPlanis:
a) Reach/Frequency
b) Reach/Overlap
c) Reach*Frequency
d) Frequency/Reach