1. The first step in the advertising decision process is
Correct : C. Identify the target audience
2. Which of the following is usually NOT an area of responsibility for people who work in an
advertising agency?
Correct : C. Printing
3. Advertising agencies were first developed for, and still serve, the purpose of
Correct : D. Simplifying and speeding the purchasing of ads for their clients
4. What two major communication channels do marketers use to convey their product to consumers?
Correct : B. Personal and non-personal channels
5. Awareness, __________, ___________, preference, ___________ and purchase are the stages
consumers move through in terms of buyer-readiness.
Correct : C. Knowledge, liking, conviction
6. What is the name of the promotional tool aimed at building good relations with a company and
its publics?
Correct : B. Public relations
7. Which of the following is not an aspect of the promotion mix?
Correct : A. Strategic positioning
8. Which type of advertising objective is the most important for mature products? [Hint]
Correct : D. Reminder advertising
9. _____consists of short-term incentives to encourage the purchase or sale of a product or service.
Correct : B. Sales promotion
10. Which type of promotional tool is non-public, immediate, customized, and interactive?
Correct : B. Direct marketing
11. ________ define the task that advertising must do with a specific target audience during a
specific period of time.
Correct : D. Advertising objectives
12. Developing an effective message strategy begins with identifying ________ that can be used as
advertising appeals.
Correct : C. customer benefits
13. The most important element of “marketing mix” is
Correct : A. The product
14. Which one of the following is not a constituent of ‘internal public’ of any organization?
Correct : D. Consumers and consumer groups
15. _________________ is direct communications with carefully targeted individual consumers to
obtain an immediate response.
Correct : C. Direct marketing
16. Corporate advertising concentrates on:
Correct : B. Organisational personality
17. The first thing a reader notices in a printed advertising is the:
Correct : B. Illustration
18. An account in advertising parlance:
Correct : B. A client
19. U. S. P.(Unique Selling Proposition) means:
Correct : C. A feature present only in one product/brand
20. The ‘heart and soul’ of an Ad. Agency is
Correct : C. Creative service department
21. “Advertising is any paid form of non-personal presentation and promotion of idea, goods or
services by identified sponsors.” Whose definition is this?
Correct : D. American Marketing Association
22. Advertising that is usually restricted in size and format and arranged in a group based on the
mature of product or service advertised is generally referred to as
Correct : C. Classified advertising
23. Which among them is not a function of advertising;
Correct : C. Balancing consumers’ budget
24. The manufacturer, government body or organization which wishes to have advertisements crated
and placed:
Correct : B. Advertiser
25. The term used to describe the unique added values and appeal of the brand in relation to other
brands in the same market is,
Correct : A. Brand positioning
26. Writing text for advertisements is called:
Correct : D. Copy writing
27. _______is the advertisement, facing editorial pages in magazines and newspapers
Correct : A. Facing matter
28. The research which enables an ad agency to better understand how consumers use a product or
service is, _________
Correct : B. Strategic research
29. The total number of a target group from which researchers take samples is called,
Correct : B. Universe
30. In ad world electrical goods, often kitchen equipment such as washing machines, fridges,
cookers are termed as,
Correct : A. White Goods
31. ______research is used after the advertising has run and seeks to determine how well consumers
remember the advertising message and how persuasive it was.
Correct : D. Evaluative
32. Which among them is not a function of advertising;
Correct : C. Increase the annual income of the consumer
33. Price, _____, _____and Physical distribution are the four main elements in marketing.
Correct : C. Product, Promotion
34. The process in which one idea is allowed to stimulate another without reaching a decision about
whether any of the ideas are valid :
Correct : B. Brainstorming
35. Identify the theory not considered as theories of advertising;
Correct : D. Cultivation Theory
36. Advertisers seek to give a product a personality that is unique, appealing and appropriate.
The personality given is known as,
Correct : D. Brand Image
37. Advertisements try to discourage young people from using drugs or tobacco or encourage
people to adopt safer, healthier lifestyles, are examples of ______ Ads
Correct : B. Informational Ads
38. Advertisements from organizations, sending message intended to influence a targeted
audience is called,_____________
Correct : C. Advocacy advertising
39. Why is 'fear' or 'rational appeal' type advertising used frequently for charities and non-profit
organisations?
Correct : D. All of the above
40. Digital convergence enabled to use GPS in advertising schemes; what is GPS?
Correct : A. Global Positioning System
41. The avoidance of the use of 'bait and switch' tactics that encourage consumers to change to
another brand is a result of:
Correct : C. Response to the increasing demand for more socially responsible marketing communication
42. Personal selling is commonly used for which of the following purposes?
Correct : D. All of the above
43. _______refers to the images in advertising that depict stereotypical gender roles and displays
Correct : B. Gender Ads
44. What are the major advantages of an effective integrated advertising campaign?
Correct : D. All of the above
45. Rational appeals are those that use factual presentations to appeal to which part of the
audience's attitudes?
Correct : B. Cognitive attitudes
46. __________is a relatively new form of advertising medium that blurs conventional
distinctions between what constitutes advertising and what constitutes entertainment.
Correct : B. Branded content
47. The job to make observations and predictions in changes of new or existing cultural trends
for advertisements is,
Correct : D. Cool hunting
48. Copy testing is a specialized field of marketing research that determines an ad’s effectiveness
among consumers. It is also known as,
Correct : C. Pre-testing
49. The form of advertising in which the purchaser pays only when there are measurable results, is;
Correct : A. Performance-based advertising
50. The word ‘advertising’ is originated from;
Correct : A. Latin
51. Skilled craftsman placed their individual marks on goods vessels, pottery, leather goods etc,
is called___________
Correct : B. Trade Mark
52. ________are established to influence government policy, corporate policy or public opinion.
Correct : C. Lobby Group
53. ________is a form of contextual advertising where specific keywords within the text of a
web-page are matched with advertising and/or related information units.
Correct : B. In-text ad
54. _______is the measure of the degree of brain activity that can be used to asses a person’s
reactions to an ad.
Correct : D. Alpha Activity
55. ________is a specialized field of marketing research that determines an ad’s effectiveness
based on consumer responses, feedback, and behavior
Correct : B. Copy testing
56. A copywriter is a person who,
Correct : A. Writing text for an ad
57. _________is a demographic description of the people or house- holds that are prospects for a
product or service.
Correct : B. Consumer profile
58. Cool hunters are the marketing professionals who make observations and predictions in
changes of,
Correct : D. New or existing cultural trends
59. _______is an advertising strategy in which low-cost unconventional means are utilized to
convey or promote a product or an idea.
Correct : A. Guerrilla Marketing
60. Mobile marketing means;
Correct : D. All of the above
61. Unwanted e-mail advertisings are categorized as,
Correct : C. Spams
62. An online banner ad that looks like a dialog box with buttons. It simulates an error message
or an alert.
Correct : A. Trick banner Ad
63. ___________ is a specific coordinated advertising effort on behalf of a particular product or
service that extends for a specified period of time.
Correct : B. Campaign
64. Advertising offers a reason to buy, sales promotion offers a/an _________ to buy.
Correct : D. Incentive
65. __________ or out of home advertising is a broad category including many creative and
unexpected forms to grab
Correct : C. Place advertising
66. A new window which opens in front of the current one, displaying an advertisement is a,
Correct : A. Pop-up ad
67. All of the following are factors that affect budget decisions except:
Correct : C. Product pricing
68. POP advertising include ads on the following except:
Correct : C. Magazines
69. A promotional strategy that encourages the various intermediaries along the channel to stock
and sell the product is called what type of strategy?
Correct : A. \Pull\ strategy
70. The selection of appropriate media is based upon which of the following factors?
Correct : D. All of the above
71. The term marketing refers to:
Correct : C. A philosophy that stresses customer value and satisfaction
72. A marketing philosophy summarized by the phrase "a good product will sell itself" is
characteristic of the _________ period.
Correct : A. Production
73. In the relationship marketing firms focus on __________ relationships with __________.
Correct : B. Long term; customers and suppliers
74. Political campaigns are generally examples of:
Correct : D. Person marketing
75. An online ad which moves across the user's screen or floats above the content is,
Correct : D. Floating ad
76. Which of the following is NOT an element of the marketing mix?
Correct : C. Target market
77. The term "marketingmix" describes:
Correct : D. A blending of fourstrategic elements to satisfy specific target markets
78. Newsletters, catalogues, and invitations to organisation-sponsored events are most closely associated with
the marketing mix activity of:
Correct : D. Promotion
79. Which of the following is NOT an internal factor that influences the consumer product
acquisition process include
Correct : B. Family
80. According to Maslows Hierarchy of Needs theory, the need for fulfilment, for realizing one’s
own potential, and for fully using one’s talents and capabilities are examples of _______ needs.
Correct : A. Self-actualization
81. Providing free samples of perfumes (scent) in magazines is an example of which of the
following?
Correct : A. Classical conditioning
82. In SWOT analysis, situations where organizations are able to convert weaknesses into
strengths and threats into opportunities, these are called:
Correct : D. Vulnerability
83. _________is an Internet advertisement that consists of a video played like a TV commercial,
usually in a pop-up or pop-under advertisement.
Correct : B. Unicast ad
84. Market expansion is usually achieved by:
Correct : A. More effective use of distribution
85. SWOT is an acronym for
Correct : B. Strengths, Weaknesses, Opportunities, Threats
86. Define Audience turnover:
Correct : C. Broadcast audience that changes over time
87. _______ are generic terms describing the most common forms of online advertising, the
468x60 image or rich media ad displayed at the top of many commercial web sites.
Correct : A. Banner Ads
88. An outdoor advertising poster is also called;
Correct : B. Bill board
89. Printing to the edge of the page, with no margin or border:
Correct : D. Bleed
90. What defines PPC (in online arena)?
Correct : C. Pay Per Click
91. An online advertising strategy, which analyse a web page and displaying ads according to the
meaning of the content of that site is called;
Correct : A. Semantic Ads
92. The number or percentage of individuals or households that are exposed to a medium or to an
advertising campaign is termed as;
Correct : B. Coverage
93. What is called as overrun?
Correct : C. Additional copies of an advertisement beyond the number actually ordered or needed
94. In advertising jargon ‘premium’ means;
Correct : B. An item that is offered to help promote a product
95. The individuals in the print media audience who purchase or subscribe to the publication are called;
Correct : A. Primary audience
96. What is self-mailer?
Correct : D. Direct-mail item that is mailed without an envelope
97. ‘Sixty’ is an advertising jargon, which means;
Correct : A. A broadcast commercial runs in one minute
98. Who heads the ad team?
Correct : A. Creative director
99. ________is the time used for the commercial announcement or the announcement itself
Correct : A. Spot
100. In financial terms Return on Investment(ROI) is the calculation used to determine,
Correct : C. The relative efficacy of an ad campaign