Advertising Management MCQ

1. Degree to which a consumer purchases a certain brand without considering alternatives is

A. brand equity

B. brand loyalty

C. brand positioning

D. brand identity

ANSWER: B

2. The motive to which an ad is directed, designed to stir a person toward goal the advertiser has set is

Known as

A. appeal B. need

C. demand D. desire

ANSWER: A

3. The _______________ is the foundation of any advertising or marketing campaign.

A. Research. B. Target segmentation

C. Creative brief. D. Media planning.

ANSWER: C

4. This is a hierarchy of effects or sequential model used to explain how advertising works:

A. ADD B. AIDA

C. PESTLE D. SWOT

ANSWER: B

5. Dividing the market based on age, income, educational qualification,is known as

A. profile B. census

C. target audience D. demography

ANSWER: D

6. Advertising is affected by ________ forces

A. Economic. B. Social.
C. Technological. D. All the above

ANSWER: D

7. Any device or word that identifies the origin of the product, the manufacturer details etc is known as

A. trade name B. brand name

C. trademark D. identity

ANSWER: C

8. A corporate unit may provide equipment for a famous sportsperson or sports team in exchange for
________

A. Advertising. B. Brand.

C. Brand management D. Product placement.

ANSWER: B

9. _________ is more commonly used to derive benefit from the associations shaped for a company’s
brand or image as a result of the support.

A. Product placement B. Advertising.

C. Sponsorship. D. Brand management

ANSWER: C

10. Copywriting is the act of writing copy for the purpose of selling or marketing a _______, business, or
idea.

A. price B. product

C. material D. concept

ANSWER: B

11. Series of messages that divide a single idea and theme which make up an integrated marketing
communication. is known as

A. Advertising. B. Advertising research

C. Advertising Campaign D. Product placement

ANSWER: C

12. A strap line is a British term used as a less important sentence attached to a ________ name.

A. Product placement B. Brand.

C. Advertising D. Brand management.

13. A longer commercial that mixes entertainment along with information in a program like format is
known as

A. Advertorial B. Infomercial

C. Space feature D. Classified

ANSWER: B

14. Placement of advertisements inside or outside transportation vehicles is known as

A. Arial advertising. B. Outdoor advertising

C. Transit advertising D. classifieds

ANSWER: C

15. Mass marketing is otherwise known as

A. Undifferentiated marketing B. Differentiated Marketing

C. concentrated marketing D. customized marketing

ANSWER: A

16. A__________ is in charge for selecting media for advertisement assignment on behalf of their
customers.

A. Media planner B. Media buying

C. space seller D. copywriter

ANSWER: A

17. A television commercial produced from semi-finished artwork, generally used only for test purposes
is ________________.

A. Cinematic. B. Systematic.

C. Animate. D. Diplomatic

ANSWER: C

18. _______________ is the number of people or households who are exposed to a medium.

A. Audience. B. Market.

C. Target. D. None the above

ANSWER: A
19. Total coverage by television and radio of a given geographic area is _________.

A. Blank coverage. B. Blanket coverage.

C. Zero coverage. D. National coverage

ANSWER: B

20. ___________ is an elaborate booklet, usually bound with a special cover.

A. Leaflet. B. Brochure.

C. Pamphlet. D. Hoarding

ANSWER: B

21. A system of broadcasting television whereby programs are first tuned in by a community antenna
and then distributed to individual homes is______________.

A. Cable TV. B. CCA

C. CATV. D. Car card.

ANSWER: A

22. Compensation to a salesperson, agency, etc., as a percent of their sales, is known as_________.

A. Replication. B. Implication.

C. Commission. D. Expansion

ANSWER: C

23. ____________ is a term used to define a medium geographical potential.

A. Transmitter B. Antenna.

C. Mass audience. D. Coverage.

ANSWER: D

24. _____________ is a kind of advertising run by a local advertiser in conjunction with a national
advertiser.

A. Local advertising. . B. Cooperative advertising.

C. International advertising. D. National advertising.

ANSWER: A

25. The participation of two or more sponsors in a single broadcast program where each advertiser pays
a proportionate share of the cost is called____________.
A. Sponsorship. B. Co-sponsorship.

C. Commercials D. Slot.

ANSWER: B

26. Letters, folders, reprints, or other material sent through the mails directly to prospective purchases
is____________.

A. Instant mail advertising. B. retrieves mail advertising

C. Spam. D. Direct mail advertising.

ANSWER: D

27. _________ allows the prospect to respond directly to the advertiser rather than going through a
retailer or other middlemen.

A. Direct advertising. B. Indirect advertising.

C. Instant advertising. D. Mixed response advertising.

ANSWER: A

28. Advertising in a directory is ______________.

A. Delivery advertising. B. Directory advertising.

C. Direct advertising. D. Dynamic advertising.

ANSWER: B

29. ___________ is a transit advertising term specifying two displays in each vehicle.

A. Hoarding. B. Double carding.

C. Carding. D. Billboard.

ANSWER: B

30. ____________ is a reduction from regular rates when advertising contracts to use quantities of
advertising.

A. Discount. B. Allowance.

C. Valuation. D. Correction.

ANSWER: A

31. ____________ is about bringing your product/service to the notice of your target market, and
reminding them or persuading customers to purchase that product/service.

A. Production. B. Promotion.
C. Budget. D. Image.

ANSWER: B

32. Projecting the image of the company by taking up social causes for a long term benefit is done
through

A. USP B. CSR

C. TRP D. DAGMAR

ANSWER: B

33. ___________ involves targeting specific areas where possible customers are likely to be, using public
information lists to help identify prospective clients.

A. Direct mail. B. Community directories.

C. Radio. D. Point of sales display.

ANSWER: A

34. ____________ 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.

A. Direct mail. B. Community directories.

C. Radio. D. Point of sales display.

ANSWER: D

35. The selection of the ___________ will depend upon your target market, the message you wish to
convey, and the relative costs of the different media.

A. Advertising medium. B. Objective.

C. Mission vision. D. Market gap.

ANSWER: A

36. What is AIDA?

A. Advertisement, Interest, Demand, Acquire. B. Advertisement, Interest, Desire, Attention.

C. Advertisement, Interest, Desire, Attention. D. Attention, Interest, Desire, Action

ANSWER: D

37. _________ is the material abounding to the magazine or newspaper to use in the production of the
advertisement.

A. Artwork. B. Data.
C. Copy. D. Text.

ANSWER: A

38. _____________ aims to transform the perception, attitude, or action of the prospective customer.

A. Message design. B. Physical design

C. Transformational Advertising. D. Informational advertising.

ANSWER: D

39. _____________ 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.

A. Publicity. B. Public relations.

C. Advertising tools. D. Promotion.

ANSWER: A

40. _______________ 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.

A. Publicity. B. Public relations.

C. Advertising tools. D. Personal selling.

ANSWER: D

41. The words used in an advertisement is referred to as ___________.

A. Data. B. Artwork.

C. Copy. D. Text.

ANSWER: C

42. An advertising that rate that does not include any discounts are _____________.

A. Maximum rate. B. Neutral rate.

C. Flat rate. D. Normal rate.

ANSWER: C

43. ____________ is an extent or degree of consumer awareness of an advertisement within a specific

A. Impact. B. Alternate.

C. Choice. D. Impression.
ANSWER: A

44. _____________ is networks that connect people within a group to each other and to the company
network.

A. Internets. B. Bit streams.

C. Extranets. D. Intranets.

ANSWER: D

45. The E-commerce domain that involves business action initiated by the consumer and targeted to
businesses is known as____________.

A. Consumer to Consumer. B. Consumer to Business.

C. Business to Business. D. Business to Consumer.

ANSWER: B

46. Television advertising that include a telephone numeral for ordering is an example of__________.

A. Direct-response advertising. B. Telemarketing.

C. Straight mail. D. Teleconference.

ANSWER: A

47. Which of the following was not referred to as a meaning of IMC?

A. Consistent seamlessness. B. Whole egg.

C. Orchestration. D. Seamless communication

ANSWER: A

48. Which of these is a possible disadvantage of IMC?

A. Centralization. B. Communications synergy.

C. Co-ordinated product development. D. Customer focus.

ANSWER: A

49. The period that begins with the early morning news shows and extends to 4:00 PM is known
as_________.

A. Primetime. B. Fringe time.

C. Full time. D. Daytime

ANSWER: D
50. Core brand values should be predictable via________.

A. Consistent messages. B. Conservative messages.

C. Contradictory messages. D. Conflicting messages.

ANSWER: A

51. _________ is the ability to reach prospective customers on a personal and intimate level

A. Visuals. B. Economy.

C. Intimacy. D. Fractionalization.

ANSWER: C

52. Newspaper Advertising Strengths

A. Audience in appropriate mental frame. B. Mass audience coverage.

C. Flexibility. D. All the above

ANSWER: D

53. Which medium is best depends entirely on the advertiser s objectives, the creative needs, the
competitive challenge and the ______

A. Budget available.

B. Clients choice.

C. Agencies choice.

D. Creative plans choice.

ANSWER: A

54. Advertising agencies were first urbanized for, and still serve, the purpose of __________.

A. Pushing clients to make rapid decisions.

B. Mystifying ad purchasing so that clients do not attempt it on their own

C. Simplifying and speeding the purchasing of ads for their clients.

D. Increasing the amount of research and decision-making clients need to do.

55. Brand names and identity advertising are methods that advertisers use to persuade consumers
to____________.

A. Reach their demographic potential.

B. Satisfy subconscious motivations.

C. Make distinctions among products that are actually very similar

D. Perceive hidden messages.

ANSWER: C

56. Violations that ethical advertisers strive to avoid comprise which of the following?

A. Testimonials from unknowledgeable people.

B. False statements.

C. Misleading and exaggerated claims.

D. Avoiding the messages.

ANSWER: C

57. The concept of positioning is given by

A. Rooser Reeves

B. Al Ries and Jack Trout

C. Alex Osborn

D. Philipp Kotler

ANSWER: B

58. Advertising can be used to sell _________.

A. products.

B. services.

C. ideas.

D. all the above

ANSWER: D

59. Which of the following is the first stage of the marketing communications planning process and
analysis of four main environmental contexts in order to shape the detail of the plan?
A. Context analysis.

B. Environmental Analysis

C. Media Analysis.

D. Audience Analysis.

ANSWER: C

60. ________brings the product to the attention of potential customers.

A. Marketing.

B. Advertisement.

C. Distribution.

D. Promotion.

ANSWER: B

61. ___________describes or presents a product to the public to induce them to buy and support it.

A. Ads.

B. Distribution.

C. Marketing.

D. Promotion

ANSWER: A

62. In 1985, a self-regulatory mechanism of ensuring ethical advertising practices was established in the
form of the _________________ a non statutory tribunal

A. Advertising Standards Council of India (ASCI).

B. Consumer Protection Act.

C. Indian Penal Code.

D. Information Technology Act.

ANSWER: A

63. _________ uses social networking sites, popular sites and industry specific portals to target
audience.
A. Online marketing.

B. Guerilla Marketing.

C. Viral Marketing.

D. Offline marketing.

ANSWER: C

64. ________ is a combination of marketing functions, including advertising, used to sell a product.

A. Sales promotion.

B. Marketing mix.

C. Public relations.

D. New advertising

ANSWER: B

65. Communication with various internal and external publics to create a image for a product or
corporation is _________.

A. new advertising

B. marketing mix

C. public relations

D. advertising

ANSWER: B

66. Advertising by a local merchant who sells directly to the customer is ________.
A. end product advertising

B. national advertising

C. retail advertising

D. direct response advertising

ANSWER: C

67. __________addresses to manufactures who buy machinery equipments and components needed to
produce the goods they sell.

A. Industrial.

B. Trade.

C. Professional.

D. retail

ANSWER: A

68. The key to the success of the typical advertising plan is that it contributes to ___________.

A. profitability

B. flexibility

C. complexity

D. interoperability

ANSWER: A

69. The_________ team develops the message strategy from the copy platform.

A. creative

B. editor

C. account planners

D. producers

ANSWER: A

70. Marketing communications is used to achieve one of two principal goals. The first concerns the
development of brand values. What is the other goal?

A. Increasing sales.

B. Informing about products.

D. Channeling communication tools.

ANSWER: A

71. _________ means doing what the advertiser and the advertisers peers believe is morally right in a

Given situation

A. Social advertising.

B. Ethical advertising.

C. Legal advertising.

D. Regulatory advertising.

ANSWER: B