MKT621MCQS

1)Theprocessoftranslatingthoughtintoasymbolicformisknownas
___________.
AEncoding
BFeedback
CNoise
DDecoding
2)
2)WhichofthefollowingisNOTarequirementforsettingadvertising
objectives?
AObjectivesmustspecifytheamountofchange.
BObjectivesmustbestatedintermsofprofits.
CObjectivesmustberealistic.
DObjectivesmustbeclearandinwriting.
3)Intermsofexecutionstyles,afamilyseatedatthedinnertableenjoyingthe
advertisedproductwouldbeanexampleofwhichofthefollowingtypesof
advertising?
ALifestyle
BMoodorimagery
C- Slice of life
D- Personality symbol
4) Which one of the following types of advertising promotes products, services or

ideas with the expectation of making a profit?

A- Product advertising
B- Non-commercial advertising
C- Action advertising
D- Commercial advertising
5) Which one of the following refers to number of times the audience is exposed to
an advertisement message?
A- Frequency
B- Reach
C- Scheduling
D- Coverage
6) Which promotion mix ingredient costs considerably more than advertising to
reach one person but can provide more immediate feedback?
A- Publicity
B- Personal selling
C- Sales Promotion
D- Public relations
7)Whichoneofthefollowingisincludedinclassificationofadvertisement?
APerceptible
BImperceptible
CTargetAudience
DInduced
8)WhichoneofthefollowingisNOTaningredientofaPromotionmix?

ADirectmarketing
BSalespromotion
CAdvertising
DWarehousing
9)Technologicaladvances,shiftsinconsumertastes,andincreasedcompetition,all
ofwhichreducedemandforaproductaretypicalofwhichstageinthePLC?
ADeclinestage
BIntroductionstage
CGrowthstage
DMaturitystage
10)A(n)_______________isaname,term,sign,symbol,ordesign,ora
combinationofthesethatidentifiesthemakerorsellerofaproductorservice.
AProductfeature
B- Brand
CSponsorship
DLogo
11)WhichoneofthefollowingisthemainingredientofPromotionalmix?
A.Advertising
B.Personalselling
C.Publicrelation
D.Allofthegivenoptions
12)Whichoneofthefollowingformofcommunicationrepresentsadvertising?
A.Paidformofpersonalcommunication

B.Unpaidformofpersonalcommunication
C.Paidformofnonpersonalcommunication
D.Unpaidformofnonpersonalcommunication
13)Ifacompany'scustomersareconcentratedinasmallgeographicareaandthe
companysellstechnicalproducts,whichoneofthefollowingpromotionmethods
isbetter?
A.Advertising
B.Personalselling
C.Publicity
D.Publicrelation
14)Whichpromotionmixingredientcostsconsiderablymorethanadvertisingto
reachonepersonbutcanprovidemoreimmediatefeedback?
A.Personalselling
B.Advertising
C.Publicity
D.Publicrelation
15)WhichoneofthefollowingisNOTapartofadvertisingPyramid?
A.Need
B.Attention
C.Desire
D.Interest
16)Nestlegaveanadvertisement,Nestlsmakestheverybestchocolate,which
oneofthefollowingclaimtheyhaveusedinthisadvertisement?

A.Weaselclaim
B.Puffery
C.Shockad
D.Emotionalad
17)InUSpresidentialelection2008,twomajorcandidates,BarakObmaandJohn
Mackinhadspentmorethen$28millionforadvertisingtheirelectioncampaign.
Whichoneofthefollowingbenefitstheygotfromthishugespending?
A.Economic
B.Social
C.Political
D.Cultural
18)Whichoneofthefollowingmajorbenefitadvertisingisprovidingtothesociety?
A.Usinglatestmedia
B.Usinglatesttechnology
C.Usingcelebritiesintheadvertisements
D.Providinginformationaboutanewproduct
19)WhichoneofthefollowingisNOTacomponentofaproduct?
A.Creditterm
B.Quality
C.Design
D.Packaging
20)Whichoneofthefollowingismostlycloselyassociatedwiththeconceptof
Intermediaries?

A.Markettargeting
B.Channelsofdistribution
C.Marketsegmentation
D.Marketinginformation
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21)Whichoneofthefollowingisfirststepindevelopingmediaplan?
AMarketsituationanalysis
BEvaluation&control
CSelectionofmedia
DMediastrategyimplementation
22)Whichofthefollowingcomponentscompareandmeasuretheachievementof
objectivesinanadvertisingcampaign?
APostcampaign
BPrecampaign
CMidcampaign
DFuturecampaign
23)Inwhichoneofthefollowingcomponents,agencyanalyzeswhethermessage
content&presentationwillperformasdesiredorwhatchangesmayberequired?
ACopyresearch
BMediaresearch

CMarketresearch
DDistributionresearch
24)Adetergentthatadvertiseshowcleanitgetsclothesisappealingtothe
__________consumerneed.
ASymbolic
BFunctional
CBiological
DExperimental
25)Ina_________advertisingschedule,advertisingisusedduringeveryperiodof
thecampaign,buttheamountofadvertisingvariesconsiderablyfromperiodto
period.
AFlighting
BPulsing
CDated
DPlotted
26)Reachandfrequencyareaspectsofwhichpartofanadvertisingplan?
ASelectionofacopyplatform
BDeterminationofamediatimingpattern
CSettingofsequentialobjectives
DSettingofthecampaignbudget
27)Aclothingstorethatsetstheiradvertisingbudgetbyfollowingthemajor
competitorandaddinganadditional15percentisusingthe__________method.
APercentageofsales

BObjectiveandtask
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CCompetitiveparity
DAffordability
28)Allofthefollowingmethodsareusedtobudgetadvertisingexpenditures
EXCEPT
ACaseratebudgeting
BTaskmethodbudgeting
CAlternateyearbudgeting
DPercentageofindustrybudgeting
29)Allmarketingactivitiesthatattempttostimulatequickbuyeractionorimmediate
salesofaproductareknownas__________.
ASponsorship
BAdvertising
CSalespromotion
DPersonalselling
30)Whatcausalfactoraffectsthemeasurementofpromotion?
ACompetitorads
BNewemergingcompetitors
CResourceshortagesorexcesses

DAllofthegivenoptions
31)WhichoneofthefollowingmethodsusedforpretestingofTVandRadio
advertisement?
Selectcorrectoption:
DirectQuestioning
Orderofmerittest
Pairedcomparisontests
Centrallocationtest
32)Whichoneofthefollowingmodelsusedtoexplain"Howtheadvertisingworks?
Selectcorrectoption:
ADD
AIDA
PEST
SWOT
33)Whichoneofthefollowingmajorbenefitadvertisingisprovidingtothesociety?
Selectcorrectoption:
Providinginformationaboutanewproduct
Usinglatestmedia
Usinglatesttechnology
Usingcelebritiesintheadvertisements
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PowerGirls!
34)Whatisthetaskofacopywriter?
Selectcorrectoption:
Writingadsfordifferentmedia
Evaluatemarketingdate
Editingandrewritingcopy
Allofthese
35)RACEstrategyisoneoftheoldestproblemsolvingtechniquesanditwas
proposedby:
Selectcorrectoption:
Kleeppner
JohanMartson
JerryHendrix
E.K.Strong
36)Whichoneofthefollowingproblemsolvingtechniquesisconsideredoldone?
Selectcorrectoption:
RACE
ROPE
RIPE
RISK
37)Whichofthefollowingtypescanbeatypeofinternetadvertising?
Selectcorrectoption:

Banner
Interstitials
Logos
Allofgivenoptions
38)WhichoneofthefollowingisNOTpartofamarketingplan?
Selectcorrectoption:
Allocationofresources
Identifywaystoachievetargets
Provideassessmentofcurrentsituation&position
Salesforceopinion
39)Allofthefollowingarethedisadvantagesofradioadvertising,EXCEPT:
Selectcorrectoption:
LessCoverage
Targetduplication
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Overloadingofads
Mobility
40)Whichofthefollowingisthemostsignificantdisadvantageofpublicityasa
promotionaltool?
Selectcorrectoption:

Publicityisnotcontrollablebythecompany.
Publicityisnotbelievabletomanypeople.
Publicityisviewedasbeingbiased.
Publicityisexpensive.
41)RBS(RoyalBankofScotland)hassponsored20/20CricketcupinPakistan,
whichoneofthefollowingtypeofadvertisingtheydidforthebanktopromote
theiradforsponsorship?
Selectcorrectoption:
Productadvertising
Commercialadvertising
Awarenessadvertising
Noncommercialadvertising
42)When1stTVcommercialwaslaunched?
Selectcorrectoption:
1977
1979
1980
1978
43)RACEstrategyisoneoftheoldestproblemsolvingtechniquesanditwas
proposedby:
Selectcorrectoption:
Kleeppner
JohanMartson

JerryHendrix
E.K.Strong
44)Allofthefollowingarecodeofethicsinadvertising,EXCEPT:
Selectcorrectoption:
Advertisementswillnotoffendmorality
Indecent,vulgar,suggestiveandrepulsivewordsshouldbeavoided
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Shouldnotbedirectedtowardsanyreligiousorpoliticalend
Exploitimaginativequalityofchildren
45)Whichofthefollowingcomponentscompareandmeasuretheachievementof
objectivesinanadvertisingcampaign?
Selectcorrectoption:
Precampaign
Midcampaign
Postcampaign
Futurecampaign
46)AIDAstandsforawareness,________,desire,_________.
Selectcorrectoption:
Interestandaction
IntensityandAppeal

InvolvementandAction
InvolvementandAppeal
47)Whichoneofthefollowingadvertisingattemptstostimulateimmediateactionby
thereader?
Selectcorrectoption:
Productadvertising
Commercialadvertising
Actionadvertising
Awarenessadvertising
48)Advertisingcanbeusedtosell:
Selectcorrectoption:
Product
Services
Idea
Allofthese
49)WhichoneofthefollowingisNOTaningredientofaPromotionmix?
Selectcorrectoption:
Directmarketing
Salespromotion
Warehousing
Advertising
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PowerGirls!
50)WhichoneofthefollowingisNOTapartofAdvertisingPyramid?
Selectcorrectoption:
Attention
Desire
Need
Interest
51)Forexadvertisingagencyisprovidingadcopyanddesignservicestoitsclients.
Whichtypeofagencyitis?
Selectcorrectoption:
Creativeagency
Fullserviceagency
ACompositeagency
MediaIndependent
52)WhichoneofthefollowingisNOTthecomponentofaradiocommercial?
Selectcorrectoption:
Soundeffect
Audio
Voicequality
Lighting
53)Whichoneofthefollowingmediahasaudioandvideoattraction?
Selectcorrectoption:

Radio
Magazine
TV
Newspaper
54)InaTVadacelebritytellsyouaboutthefunctionsandutilizationofaproduct.
Whichofthefollowingappealsisusedinthisadvertising?
Selectcorrectoption:
Rationalappeal
Emotionalappeal
Moralappeal
Naturalappeal
55)WhichoneofthefollowingisthemainingredientofPromotionalmix?
A.Advertising
B.Personalselling
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C.Publicrelation
D.Allofthegivenoptions2.
56)Whichoneofthefollowingformofcommunicationrepresentsadvertising?
A.Paidformofpersonalcommunication
B.Unpaidformofpersonalcommunication

C.Paidformofnonpersonalcommunication
D.Unpaidformofnonpersonalcommunication
57)Ifacompany'scustomersareconcentratedinasmallgeographicareaandthe
companysellstechnicalproducts,whichoneofthefollowingpromotionmethods
isbetter?
A.Advertising
B.Personalselling
C.Publicity
D.Publicrelation
58)Whichpromotionmixingredientcostsconsiderablymorethanadvertisingto
reachonepersonbutcanprovidemoreimmediatefeedback?
A.Personalselling
B.Advertising
C.Publicity
D.Publicrelation
59)WhichoneofthefollowingisNOTapartofadvertisingPyramid?
A.Need
B.Attention
C.Desire
D.Interest
60)Nestlegaveanadvertisement,Nestlsmakestheverybestchocolate,which
oneofthefollowingclaimtheyhaveusedinthisadvertisement?
A.Weaselclaim

B.Puffery
C.Shockad
D.Emotionalad
61)InUSpresidentialelection2008,twomajorcandidates,BarakObmaandJohn
Mackinhadspentmorethen$28millionforadvertisingtheirelectioncampaign.
Whichoneofthefollowingbenefitstheygotfromthishugespending?
A.Economic
B.Social
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C.Political
D.Cultural
62)Whichoneofthefollowingmajorbenefitadvertisingisprovidingtothesociety?
A.Usinglatestmedia
B.Usinglatesttechnology
C.Usingcelebritiesintheadvertisements
D.Providinginformationaboutanewproduct
63)WhichoneofthefollowingisNOTacomponentofaproduct?
A.Creditterm
B.Quality
C.Design

D.Packaging
64)Whichoneofthefollowingismostlycloselyassociatedwiththeconceptof
Intermediaries?
A.Markettargeting
B.Channelsofdistribution
C.Marketsegmentation
D.Marketinginformation
65)pointwhereadvertisingdepartsfromPublicRelationsis
Nonpaidforma
Publicity
Paidform
Pressconference
66)ThemessageSmokingisinjurioustohealthismostlyusedinwhichtypeof
advertising.
Pufferyadvertising
Shockadvertising
Creativeadvertising
Smartadvertising
67)Whichofthefollowingisanadvertisingtechniqueuseslessconventional
methods
thantheusualspecificchannelsofadvertisingtopromoteproductsandservices?
Belowtheline
AbovetheLine

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Conventionaladvertising
promotion
68)Whichofthefollowingisanadvertisingtechniqueincludesactivitiessuchas
direct
mail,publicrelationsandsalespromotionsforwhichafeeisagreeduponand
chargedupfront?
Belowtheline
AbovetheLine
Conventionaladvertising
Promotion
69)Beforearesponseismadeandbeforeexposureisconsideredwasteful,the
number
oftimesapersonmustbeexposedtoanadvertisingmessageisknownas___.
Reach
Frequency
Mediavehicle
Belowtheline
70)Aname,term,sign,designoraunifyingcombinationofthem,intendedto
identifyand

distinguishtheproductorservicefromcompeting
productsorservicesiscalled_________.
PersonalName
TradeName
Brand
Trademark
71)________istheartandscienceoffittingtheproductsorservicestooneormore
segmentsofthebroadmarketinsuchawayastosetitmeaningfullyapartfrom
competition.
Positioning
Branding
Marketing
Segmentation
72)AIDAisabbreviationof
American,interest,Desire,Action
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Attention,international,Desire,Action
Attention,interest,Desire,Action
Attention,interest,Data,Action
73)Allofthefollowingoptionsarestepsofmakinggoodthemeexceptone:

Interest
Ideageneration
Copywriting
Illustrations
74)Thespecificprogram,publication,orpromotionalpieceusedtocarryan
advertising
messageisknownas________.
Advertisingprogram
Promotionalad
Mediavehicle
Medium
75)Illustrationisusedto__________.
a)Grabattention
b)Providedetailsandsalespitch
c)Retaininterest
d)Providebrandname,sloganandtrademark
76)Advertisingspaceusuallypurchasedinsmallamountsbythepublicand
publishedby
categoriesinitsownsectionofthenewspaperiscalled__________.
a)ClassifiedAdvertising
b)RetailAdvertising
c)NationalAdvertising
d)SectionAdvertising

77)Anyformofadvertisingthatappearsonmovingobjectsiscalled__________.
a)Flyers
b)Outofhomeadvertising
c)Transitadvertising
d)OutDooradvertising
78)__________meansthatseveraldifferentadvertisersbuycommercialtimeduring
specifictelevisionprogram.
a)Sponsorship
b)Participation
c)Spotadvertising
d)Daypart
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79)__________isaWorldWideWebpagethatappearsbeforetheexpectedcontent
page
andcanbeusedforadvertising.
a)Superstitial
b)AdViews
c)ButtonAds
d)Interstitial
80)Coupons,smallgift,andotherincentivesarepartof__________.

a)Salespromotion
b)Advertising
c)Customerservice
d)Publicity
81)CompaniesgetbenefitsfromIMC(IntegratedMarketingCommunication)
through__________.
a)Branddifferentiation
b)Increasedbrandtrust
c)Improvedaccountability
d)Allofthegivenoptions
82)Amajorproblemforsalespeopleisthatitoftentakeslongertimeto__________.
a)Makeasalethanitdoestoidentifyaprospect
b)Identifyprospectsthanitdoestomakeasale
c)Generateprospectsfromqualifiedleads
d)Alloftheaboveareproblems
83)Whichofthefollowingactivitiesisnotpartofpersonalselling?
a)Makingsalescalls
b)Closingthesale
c)Generatingleads
d)Managingprofit
84)_________islessexpensivethantelemarketingbutmoreexpensivethanemail
marketing.
a)Directmail

b)Webmail
c)Leaflets
d)Allofthegivenoptions
85)Purposesofadvertisingagenciesinclude:
a.
Advise&counselonmarketingstrategy
b.
Advise&counselonadvertisingandmediastrategy
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c.
Help&counselonsalespromotion&othercommunicationtasks
d.
Allofthegivenoptions
86)_______istheprocessandactivitiespeopleengageinwhensearchingfor,
purchasing,using,evaluatinganddisposingofproductsandservicessoasto
satisfytheirneedsanddesires.
a.
ConsumerBehavior
b.
DecisionMaking

c.
Advertising
d.
Feedback
87)Aname,term,sign,designoraunifyingcombinationofthem,intendedto
identifyanddistinguishtheproductorservicefromcompetingproductsor
servicesiscalled_________.
e.
PersonalName
f.
TradeName
g.
Brand
h.
Trademark
88)________areindividualswhohavespecificneedsandforwhomthe
communicationmustbespecificallytailored.
i.
Customers
j.
Consumers
k.
TargetAudiences

l.
MarketSegments
89)Thephenomenonwherebyaproductispromotedthroughanadthatencourages
theconsumerstopurchasedirectlyfromthemanufacturerisknownas_____.
m.
BrandAdvertising
n.
DirectResponseAdvertising
o.
RetailorLocalAdvertising
p.
PublicServiceAdvertising
90)________istheartandscienceoffittingtheproductsorservicestooneormore
segmentsofthebroadmarketinsuchawayastosetitmeaningfullyapartfrom
competition.
q.
Positioning
r.
Branding
s.
Marketing
t.
Segmentation

91)Ameasureofthenumberofdifferentaudiencemembersexposedatleastonceto
amediavehicleinagivenperiodoftimeiscalled_________.
u.
Reach
v.
Coverage
w.
Scheduling
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x.
Frequency
92)CriteriaforMEDIAPLANEXECUTIONconsistsof
y.
GeographicalCoverage
z.
CreativeAspects&Mood
aa.
Bothofthegivenoptions
bb.
Noneofthegivenoptions

93)In_______method,managersestablishbudgetamountbymatchingthe
competitionspercentageofsalesexpenditure.
cc.
PercentageofSalesMethod
dd.
CompetitiveParityMethod
ee.
Objective&TaskMethod
ff.
Noneofthegivenoptions
94)Theactofinformingorremindingconsumersaboutaspecificproductorbrandis
referredtoas:
gg.
Advertising
hh.
Marketing
ii.
Selling
jj.
Promotion
95)Adsaremeasuredforeffectivenessto:
a.
Chooseamedium

b.
Avoidcostlymistakes
c.
Focusthebrand
d.
Judgeadliking
96)Highlyinvolved___________aremoremotivatedandactivelylookingfor
information.
a.
Customers
b.
Employees
c.
Targetaudiences
d.
Advertisers
97)Whichofthefollowingisastrategywherefirmsfocustheirpromotional
messagesontargetcustomers?
a.
Cobranding
b.
Advertising
c.

Push
d.
Pull
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98)Asloganinpromotionisusedbecause:
a.
Itmakesyouunique
b.
Inallmediaimmediateattentionisgrabbed
c.
Alwaysremindsofadefinitebrand
d.
Allofthegivenoptions
99)_________oftenappearwhenyouaccessacertainwebsite.
a.
Popups
b.
Banners
c.
Links

d.
Interstitials
100)
Today,theemphasisofmostadvertisersison:
a.
Publicity
b.
Billboards
c.
Printmedia
d.
Electronicmedia
101)
A/an__________isusuallysimpleidea:
a.
TVad
b.
Advertisingcampaign
c.
Bigidea
d.
Efficientidea
102)

_________ismeasuredinpointsorpointsizes.
a.
Type
b.
Design
c.
Length
d.
Style
103)
Advertisingshouldbeabolishedbecauseit:
a.
Raisesprices
b.
Encouragesmonopoly
c.
Causescorruption
d.
Forcesaninferiorproductoncustomer
104)
Theconstraintsofpromotionmayinclude:
a.Competitorsadvertising
b.Resistancetochange

c.Budget
dAllofthegivenoptions
105)
Advertisingisamajorpromotionmixingredientthatisa...?
A)Paidformofpersonalcommunication.
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B)Paidformofnonpersonalcommunication.
C)Nonpaidformofpersonalcommunication.
D)Nonpaidformofnonpersonalcommunication.
106)
ABankairsaseriesofradioadsthatclaim"Wearethelisteningbank."
Thiscampaignwouldbebestdescribedas__________advertising.
A)Pioneer
B)Target
C)Product
D)Institutional
E)comparative
107)
Advertisingthatpromotesorganizationalimages,ideas,andpolitical
issuesis__________advertising.

A)defensive
B)Product
C)Competitive
D)comparative
E)Institutional
108)
Softdrinkcompaniesadvertisethattheirproductsbeatthecompetitionin
national"tastetests,"andtheyrefertotherivalbrandsbyname.Thistypeof
advertisingisbestdescribedas?
A)Pioneer.
B)Competitive.
C)comparative.
D)defensive.
E)Selective.
109)
Theinitialstageinthedevelopmentofanadvertisingcampaignis?
A)Creatingthemessage.
B)Settingthebudget.
C)Identifyingandanalyzingtheadvertisingtargetaudience.
D)Definingtheadvertisingobjectives.
E)Creatingtheadvertisingplatform.
110)
Thetargetaudienceforanadvertisingcampaignisthe.?

A)Informationbaseonwhichtodevelopthecampaign.
B)Locationandgeographicdistributionofpersons.
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C)Groupofpeopletowardwhomtheadvertisementsaredirected.
D)Overallgoaloftheadvertisingcampaign.
111)
Whyshouldabenchmarkstatementbeincludedinadvertisingobjectives?
A)Theshareholdersalwaysliketoseewhereacompanyisinrelationtocompetition.
B)Itgivesanindicationofhowtheadvertisingmessagemightbestbepresented.
C)Withoutareferencepoint,itisdifficulttodeterminetowhatdegreetheobjectives
havebeenaccomplished.
D)Theobjectivesbecomemoreeasilyattainablewhensuchastatementisincluded.
112)
Themosteffectivemethodofdeterminingplatformissuesistousea
surveyof?
A)Personnelwiththefirm.
B)Individualsattheadvertisingagency.
C)Customers.
D)Marketersintheindustry.
E)Advertisingexperts.

113)
Peopleinthemarketingdepartmentarehavingdifficultyestimatingthe
levelofeffortneededtoachieveadvertisinggoals.Thisproblemischaracteristic
ofthe__________approachtoadvertisingappropriation.
A)reliableappropriation
B)matchcompetition
C)Arbitrary
D)objectiveandtask
E)percentofsales
114)
RogerMcKinneycomplainstohisadvertisingdirectorthatthecontinuing
slumpinordershasapparentlybeenperpetuatedbythefirm'sfailuretohavethe
necessaryadvertisingexpendituresinkeymedia.Basedonthisinformation,the
firmisMOSTlikelyusingthe__________approachtodetermineitsadvertising
appropriation.
A)percentofsales
B)objectiveandtask
C)competitionmatching
D)Arbitrary
115)
Thepurposeofadvertisingis:
a.Tosellmoreofaproductoridea.
b.Tocreatefavorableawarenessforaproductorservicethatstimulates

orinitiatesapositiveintendedactiontogeneratesales.
c.Tobuildawarenessofonesproductorservice.
d.Topersuadeotherstobuyyourproductoveryourcompetitorsproduct.
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116)
Theprimarysensesforconsumingadvertisingare:
a.SightandTouch
b.SoundandTouch
c.Sight,SoundandTouch
d.SightandSound
117)
RadiohasbeencalledtheTheateroftheMind:
a.Becauseyoucanobservebroadcastersatworkatanytime.
b.Asyouhear,absorb,filterandrelatewordsandsoundtocreateyour
ownpersonalimage.
c.Becausethereissomuchbrainstimulationthattakesplacewhilelistening
totheradio.
d.Becauseadvertisersuseradiotobrainwashus.
118)
Amediathathasthecapabilitytoextendthepowerofthehumanvoiceto

wide
distributionbutremainpersonalizedinreceptionis:
a.Television
b.Magazines
c.Radio
d.Internet
119)
Whichoneofthefollowingisthemajoringredient/sforaneffectiveTV
campaign?
Celebrities
Humor&Twist
Astoryline
Allofthegivenoptions
120)
AllofthefollowingarethelimitationsofTVasanadvertisingmedium
EXCEPT:
Cost
Clutter
FleetingMessage
CreativityandImpact
121)
Allofthefollowingarethedisadvantagesofanewspaperwithrespectto
advertising,EXCEPT:

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Highwastecirculation
Shortlifespanofinformation
Rangeofmarketcoverage
NoAudienceselection
122)
Followingarethetasksofacopywriterofanadvertisingagency
EXCEPT:
Discussingwithclients
Consultingcreativeteam
Analyzingmarketingdata
Scrutinythemediavehicle
123)
Keepinmindthecreativeprocessofadvertising,whichofthefollowing
means;takingtheinformation,workingwithitandthinkingaboutitinthemind.
Immersion
Incubation
Verification
Digestion
124)

Increativeprocess,whichoneofthefollowingstepshelpsyoutoputthe
problemoutofyourconsciousmindandputtheinformationtodothecreative
work?
Immersion
Incubation
Illumination
Verification
125)
Whichoneofthefollowingdefinesthedecodingprocess?
Intensityofthetransmissionbecomesstronger
Receiverattemptstoconvertsignsintoconceptsandideas
Sourceprovidescluetoconvertsignsintoconceptsandideas
Receiverfiltersnoisefromthefeedback
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126)
Whichofthefollowingtermisusedtodescribethephenomenonofa
marketplacebeingfullorevenovercrowdedwithproducts?
Zipping
Zapping
Pulsing

Clutter
127)
Whichofthefollowingarethebasicmodesforadvertisingscheduling?
Fixed,FightingandMultisensory
FullFlight,HalfFlightandBurst
Continuity,FlightingandPulsing
Multisensory,Video,Pulsing
128)
WhichoneofthefollowingisNOTasynonymofTargetAudience?
Targetcustomer
Disbelievercustomers
Targetmarket
Focusgroup
129)
Whichoneofthefollowingdefinesthebasicpurposeofpromotion?
InformationDissemination
DissuadingCustomers
FeedbackRetrieval
ConveniencetoCustomer
130)
RACEstrategyisoneoftheoldproblemsolvingtechniquesanditwas
proposedby:
JohanMartson

JerryHendrix
E.K.Strong
Kleeppner
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131)
ROPEisaproblemsolvingstrategyanditstandsfor:
Research,Objective,Programming,Evaluation
Research,Objective,Problem,Evaluation
Research,Objective,Promotion,Evaluation
Resource,Objective,Promotion,Evaluation
132)
Whichofthefollowingtoolsis/aretheingredient/sofpromotionalmix?
Advertising
Personalselling
Publicrelations
Allofthegivenoptions
133)
Whichtypeoftheresearchhelpsagencytoanalyzewhethermessage
content&presentationwillperformasdesiredornot?
Copyresearch

Mediaresearch
Marketresearch
Advertisingresearch
134)
Whichoneofthefollowingisthepartofpostcampaignevaluationinan
advertisingresearch?
MediaSchedule
AssessEffectiveness
CoincidentalSurveys
BrandTracking
135)
Whichoneofthefollowingiscalledtheactivitybasedandobjective
orientedapproachofbudgeting?
MarketShareApproach
TopDownApproach
BottomupApproach
RatioApproach
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136)
Inwhichofthefollowingadvertisingbudgetapproaches,management

decideshowmuchtospendonadvertisingbyignoringthemarketreality?
MarketShareApproach
TopDownapproach
BottomUpApproach
RiskApproach
137)
AbovethelinemediaandBelowthelinemediaaretwoimportant
termsusedinadvertisingbasedonpromotionaltechniques.Whichofthe
followingistheexampleofBelowthelinemediapromotion?
TV
Radio
Cinema
Directmail
138)
AbovethelinemediaandBelowthelinemediaaretwoimportant
termsusedinadvertisingbasedonpromotionaltechniques.Whichofthe
followingistheexampleofAbovethelinemediapromotion?
Directmail
Exhibition
Broadcast
SalesLiterature
139)
WhichoneofthefollowingisNOTincludeddirectlyintheformulationof

advertisingmessage?
Content
Format
Source
Audience
140)
Whichapproachcanbeusedforpositioningstrategy?
Theproductuserapproach
Theproductclassapproach
Theuseorapplicationapproach
Allofthegivenoptions
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PowerGirls!
141)
'CommunicationResponsePyramid'comprisesoftwotypesofobjectives;
communicationandbehavioral.WhichoneofthefollowingisNOTapartof
communicationobjective?
Awareness
Knowledge
Preferences
Trial

142)
Lianaadvertisingagency(LAA)handlesallaspectsoftheadvertising
processincludingplanning,design,production,andplacementservicestoits
clientXingConstructionCompanyofChina.LLAisa________________.
Creativeagency
Fullserviceagency
Compositeagency
MediaIndependentagency
143)
Technologicaladvances,shiftsinconsumertastesandincreased
competitioncanreducethedemandofaproduct.Mostlythisthreatcanarisein
whichphaseofPLC(Productlifecycle)?
Declinestage
Introductionstage
Growthstage
Maturitystage
144)
Whichofthefollowingstrategiesisfollowedbyacompanywhenit
lunchesanewproductinexistingmarket?
Marketpenetration
Marketdevelopment
Productdevelopment
Diversification

145)
Aproductthatisperceivedasbeingofaveragequalitybyyoumaybe
perceivedasbeingofhighqualitybyyourfriendwhohas_______.
Higherexpectations
Neutralexpectations
Averageexpectations
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PowerGirls!
Lowerexpectations
146)
Whichoneofthefollowingisthebestoptionavailableatthedeclinestage
ofbusinesscycle?
Changethesalesforce
Launchsameproductindifferentmarket
Increasetheadvertisingbudget
Appointnewmarketingmanager
147)
Ifabeveragecompanysays,Weprobablybecometheleaderofbeverage
industryinnextyear.Whichoneofthefollowingappealscompanyhasusedin
thisadvertisement?
Puffery

Weaselclaim
Shockad
PoignantDeclare
148)
Inwhichofthefollowingyears,thefirstnewspaperadseekingbuyerfor
anOysterBay,waspublished?
1743
1704
1782
1793
149)
Afterconceivingtheproblemwell,youarerequiredtoprovideatentative
solutionoftheproblem.Whatarethestepsinvolvedtopredictanagreeable
solutionofaproblem?
150)
Eachcomponentofmarketingmixhasitsimportancebutintegratedform
ofcomponentscanproducemoreoutofthem.Howcanyouassemblethese
componentsandwhatfactorsyouwillconsidertoassemblethem?
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PowerGirls!
151)

Advertisingisamostimportantingredientofpromotionmixthatis:
Paidformofpersonalcommunication
Paidformofnonpersonalcommunication
Nonpaidformofpersonalcommunication
Nonpaidformofnonpersonalcommunication
152)
Whichoneofthefollowingtoolsisspecificallydesignedtopromotea
producttomassiveaudience?
Advertising
PublicRelations
Publicity
Personalselling
153)
Whichoneofthefollowingtoolsismoreinfluentialformassivetarget
audiencetoconveyamessagethatishelpfulinmakingabuyingdecision?
Publicity
PersonalSelling
Publicrelation
Advertising
154)
Whichoneofthefollowingisthecheapesttooltopromoteaproduct?
Advertising
Publicity

PersonalSelling
SalesPromotion
155)
Followingaretheproductdifferentiationsbasedoncustomers'perception
EXCEPT:
Perceptible
Imperceptible
Persuasion
Induced
156)
Whichoneofthefollowingistheprimaryfocusofadvertisingtoward
targetaudience?
Persuasion
Pushthecustomer
Availabilityofaproduct
Informationofanewproduct
157)
Nazimheardanadvertisementontheradio,askingfordonationsofusable
clothesandhouseholditemstotheearthquakevictims.Thisadvertisementisan
exampleof________________.
PublicConnectionProgram
PublicServiceAnnouncement

Page 28

PowerGirls!
PublicCooperativeAd
PublicDeceptiveCampaign
158)
WhichofthefollowingisNOTusuallydefinedasanelementofstandard
marketingmix?
Product
Price
Place
People
159)
Whichofthefollowingisleastlikelytobeassociatedwithafirm'smacro
environment?
Culturalconvergence
Studyofthechangingbirthrate
Analysisofhouseholdsavingsratios
Anewstaffincentivescheme
160)
Foragivenmarket,ademandcurveistherelationshipbetween_______.
Priceandquantity
Priceandsupply

Demandandsupply
Supplyandquanity
161)
Mr.Robinisworkinginanadvertisingagencyandheisoverallincharge
ofallcreativeandartworkrelatedtoagencysclients.Whichoneofthe
followingpositionhehas?
Copy&DesignDeveloper
IdeaDirector
CreativeDirector
MediaDirector
162)
Whichoneofthefollowingtypesofadvertising,attemptstocreatea
favorablelongtermperceptionofanentirebusinessinsteadofparticularproduct
orservice?
BrandAdvertising
InstitutionalAdvertising
BusinesstoBusinessAdvertising
PublicServiceAdvertising
163)
Whichoneofthefollowingputsdifferentpiecesofinformationtogether
inacreativeprocess?
Orientation

Page 29

PowerGirls!
Ideation
Incubation
Synthesis
164)
Whichofthefollowingreferstopotentialaudiencemightbeexposedto
theadvertisingmessage?
Reach
Frequency
Scheduling
Coverage
165)
Whichtypeoftheresearchhelpsagencytoanalyzewhethermessage
content&presentationwillperformasdesiredornot?
Copyresearch
Mediaresearch
Marketresearch
Advertisingresearch
166)
Whichofthefollowingtoolsis/aretheingredient/sofpromotionalmix?
Advertising

Personalselling
Publicrelations
Allofthegivenoptions
167)
Afterwatchingthe30minuteinfomercialonsurfexcel,Sanawascertain
thecleaningproductwouldremovethegrapejuicestainfromherwhiteshirt.In
termsofthecommunicationprocess,Sanahadengagedinwhichofthefollowing
process?
Evaluating
Encoding
Decoding
Messaging
168)
Allofthefollowingarethe"AdvertisingHierarchyModels"EXCEPT:
AIDAmodel
Innovationadoptionmodel
Informationprocessionmodel
Hierarchyofoutcomesmodel
169)
ROPEstrategyisoneoftheoldproblemsolvingtechniquesanditwas
proposedby:
Kleeppner

Page 30

PowerGirls!
JohanMartson
JerryHendrix
E.K.Strong
170)
RACEandROPEaretwoproblemsolvingstrategies.Whichofthe
followingfactorsarecommoninbothstrategies?
Research,Action
Research,Objective
Research,Evaluation
Research,Communication
171)
Whichoneofthefollowingtoolsisusedtodecide'AdvertisingReach'?
NetProgramRating
TargetRatingScale
NetRatingScale
GrossRatingPoint
172)
Whichoneofthefollowingadvertisingobjectivescanbedefinedto
increasecompanysbrandusagerateamongexistingconsumersandencouraging
nonuserstohavetrialand/orpurchase?

Communicationobjective
Salesobjective
Behaviorrelatedobjective
Mediaplanningobjective
173)
Allofthefollowingarethedifferenttypesofadvertisingtheme,EXCEPT:
Utilitarian
Focused
Informative
Research
174)
Whichsectionofanadvertisementcopyprovidesinformationaboutthe
brandnameortrademarkofthecompany?
Headline
Bodycopy
Signature
Illustration
175)
Allofthefollowingaretheresponsibilitiesofacopywriterinadvertising
agency,EXCEPT:
Writingclear,persuasiveandoriginalcopy
Carefullyproofreadingcopytocheckspellings&grammar
Keepinguptodatewithpopularculture&trends

Page 31

PowerGirls!
Decidingaboutmediaforplacinganadvertisement
176)
Allofthefollowingcanbepartofacreativeteamforcreatingan
advertisementinanadvertisingagency,EXCEPT:
Copywriter
ArtDirector
CreativeDirector
MediaDirector
177)
Whichoneofthefollowingisanadvantagetoadvertiseinanewspaper?
Allofthegivenoptions
Flexibility
LowCostperadvertisement
Coverageinremoteareas
178)
AllofthefollowingaretheadvantagesofTVadvertising,EXCEPT:
CreativityandImpact
Captivityandattention
Selectivityandflexibility

ClutterandCosts
179)
Aprintingerrorinanewspaperadvertisementisanexampleof:
Feedback
Noise
Messageloop
Carelessness
180)
Whichofthefollowingadvertisingagenciesoffersbothcreative&media
serviceswithresearchtoitsclients?
Creativeagency
FullServiceagency
ACompositeagency
MediaIndependentagency
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