2. ____________________ use many kinds of headlines and copy styles, using
various appeals keeping in view the product attributes and consumer profile.
Correct : B. copy writers
3. An series of messages that divide a single idea and theme which make up an
integrated marketing communication (IMC) is known as
Correct : A. advertising campaign
4. Brand names that other companies can buy the right to use is known as
Correct : B. licensed brands
5. Majority of the ads appearing online are
Correct : A. banner advertisements.
6. Many advertising experts call the creative brief as the
_____________________
Correct : A. road map
7. SWOT is an acronym for .
Correct : B. strengths, weaknesses, opportunities and threats.
8. A printed information form listing a publications advertising rates is known
as
Correct : B. rate card
9. Advertising used to communicate an organisations views on issues that affect
society or business is known as
Correct : A. advocacy advertising
10. To identify the background, learning characteristics, and prerequisite skills
of the audience we need to carry out _______________________.
Correct : D. audience analysis.
11. The specific approach advertisers use to communicate about the products to
satisfy customer needs is
Correct : B. appeal
12. The intrinsic value or worth of a brand is known as
Correct : C. brand equity
13. Which of the following is not considered part of the carefully blended mix of
promotion tools?
Correct : D. relationship marketing.
14. The total number of different people or households exposed to an advertising
schedule during a given time is known as
Correct : C. reach
15. _________ is an identifying announcement of sponsorship at the beginning,
end, or breaks of radio and television sponsored programs.
Correct : D. billboard.
16. Total coverage by television and radio of a given geographic area is
_________.
Correct : B. blanket coverage.
17. ______________ is an elaborate booklet, usually bound with a special cover.
Correct : B. brochure.
18. Misleading ads are prohibited in India under the_________________Act.
Correct : D. monopolies and restrictive trade practices
19. ____________ 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.
Correct : D. clear time.
20. __________________refers to a situation when an advertiser withdraws the
product advertised and substitutes it with a different quality product.
Correct : C. bait-and-switch
21. ____________ is a term used to define a medium geographical potential.
Correct : D. coverage.
22. . _____________ is a kind of advertising run by a local advertiser in
conjunction with a national advertiser.
Correct : A. local advertising
23. Advertising in a directory is ______________.
Correct : B. directory advertising.
24. Letters, folders, reprints, or other material sent through the mails directly to
prospective purchases is____________.
Correct : D. direct mail advertising.
25. ______________ is one of the doyens of Indian advertising.
Correct : C. r.k.swamy
26. Brand positioning : Strategies for Competitive advantage is authored by
______________.
Correct : B. subroto sengupta
27. Russel H colley pioneered the approach called DAGMAR which stands for
Correct : A. defining advertising goals for measured advertising results
28. _______________ is called the Mecca of rural advertising.
Correct : D. india
29. Coca-Cola India has undertaken various, CSR activities in the field of
______________.
Correct : C. water harvesting
30. ________________ is an advertising agency established by a company to look
after its advertising requirements.
Correct : A. house agency
31. Research plays a critical role in advertising ______________.
Correct : D. decision making
32. Segmentation helps Multi-brand advertisers to avoid _________________.
Correct : B. brand cannibalization
33. _________________ are always worried about safety and security, are
cautions consumers.
Correct : C. strugglers
34. Perceptual mapping is based on __________________.
Correct : D. situation analysis
35. When creativity is referred in the context of advertising, it is
_______________.
Correct : A. purposive
36. A straight radio announcement usually delivered by one person , woven into
a show or tailored to a given program is known as
Correct : A. integrated commercial
37. An ideal _____________ has to work as a bridge between research and
communication strategy.
Correct : D. creative brief
38. Indian advertising has for long been criticized for ________________.
Correct : B. plagiarism
39. Media planning has become increasingly _____________________.
Correct : D. scientific
40. ___________________ is defined as a communication that aims at raising
money from primary or secondary markets.
Correct : B. financial advertising
41. The MRTP Act has two aspects, namely restricting ________________ and
curtailing restrictive trade practices.
Correct : A. monopoly
42. The ________________ ad for its 'while perfect' whitening range was
discontinued when the ASCI intervenes to say that it was 'Misleading'.
Correct : B. nivea
43. _______________is a well known promotion and advertising research firm in
the US with global services.
Correct : A. acnielsen
44. Competitive activity research is also referred to as _______________
Correct : C. situation analysis research
45. Effectiveness of ads, often determined by recall, measuring memory, or
awareness of ad slogans are part of _____________
Correct : B. post test research
46. Testing with a potential group of focussed users is
Correct : A. pre-testing
47. ______________________is often referred to as the Father of modern
advertising.
Correct : A. thomas barratt
48. The first ad agency was set up by____________.
Correct : B. volney palmer.
49. _______________ is the most widely used and most visible of promotional
tools in marketing.
Correct : C. advertising
50. ABC stands for __________.
Correct : A. audit bureau of circulations.
51. All marketing activities that attempt to stimulate quick buyer action or
immediate sales of a product are known as __________.
Correct : A. sales promotion.
52. The purpose of advertising is to motivate a desired_____________________
Correct : B. action
53. The key to the success of the typical advertising plan is that it contributes to
___________.
Correct : A. profitability.
54. The product that reaches maturity and wide scale acceptance enter the
_______stage of advertising.
Correct : C. retentive.
55. The product which is not recognized and it must be established is in _______
stage
Correct : B. competitive.
56. Degree to which a consumer purchases a certain brand without considering
alternatives is ____________.
Correct : B. brand loyalty.
57. The motivation to which an ad is added which is designed to stir a person
towards a goal that the advertiser has set is known as
Correct : A. appeal
58. A management orientation that views the needs of consumers as primary to
the success of the firm __________.
Correct : C. marketing concept.
59. Printed matter that runs over the edges of an outdoor board or of a page
leaving no margin is known as
Correct : D. bleed
60. Segmenting a market by creating a product to meet the needs of a elective
group or specialized group is ____________.
Correct : B. positioning.
61. _____________________term is used to denote relevance, Significance,
importance, etc.,
Correct : B. salience
62. __________ is the first person known to have worked on commission basis
Correct : B. volney palmer.
63. Which television Network started selling advertising sponsors?
Correct : A. du mont.
64. ________ is a combination of marketing functions, including advertising,
used to sell a product.
Correct : B. marketing mix.
65. _______ advertising directs to the wholesale or retail merchants or sales
agencies through whom the product is sold.
Correct : B. trade.
66. __________addresses to manufactures who buy machinery equipments and
components needed to produce the goods they sell
Correct : A. industrial.
67. _________execute and monitor the media schedule developed by media
planner.
Correct : B. media buyers.
68. The complete analysis and execution of the media component of a campaign
is _______.
Correct : A. media planners.
69. The group that composes the present and potential prospects for a product or
service is _________.
Correct : C. target audience.
70. ____________ builds affinity with spectators by sponsoring major events.