1. Which among the following is not an essential of advertising appeal?
Correct : C. It must be economical
2. The type of appeal which is related to a person‟s psychological and social needs for
purchasing products and services?
Correct : B. Emotional appeal
3. Aishwarya Rai Bachan endorsing L‟Oreal is an example of?
Correct : B. Beauty appeal
4. The content and context of a message contained in an advertisement is called?
Correct : A. Ad copy
5. An Ad copy which informs the target group the fact that the manufacturer is established
enough to give them the right goods is?
Correct : A. Institutional copy
6. Searching and identifying potential buyers for a product is ___
Correct : B. Prospecting
7. If a copy tells openly and directly all the features of a product or a service with the help of
suitable pictures, photos and diagrams to impress a customer, it is called?
Correct : D. expository copy
8. An Ad copy that uses the endorsement of a satisfied customer?
Correct : D. testimonial Ad copy
9. Which among the following is the right sequence of copywriting process?
10. Consider the following statements: Statement 1: Two major dimensions of advertising are message creation and message dissemination Statement 2: Message creation is meaningful once the advertisement is created.
Correct : C. Only Statement 1 is correct
11. Consider the following statements: Statement 1: Media planning refers to series of decision involving delivery of messages to the target audience Statement 2: The central theme of media planning is message dissemination.
Correct : A. Both statements are right
12. Consider the following statements: Statement 1: Media planning starts with analysis target audience Statement 2: Media strategy is concerned with the selection of appropriate media)
Correct : B. Both statements are wrong
13. Consider the following statements: Statement 1: Print media is the oldest and basic forms of mass communication. Statement 2: Print media can make a faster delivery than broadcast media)
Correct : C. Only Statement 1 is correct
14. Consider the following statements: Statement 1: Point of purchase advertising refers to advertising at the place and time of purchase Statement 2: It is similar to window dressing.
Correct : C. Only Statement 1 is correct
15. Which among the following is not a function of ad agency?
Correct : C. Develop media strategy
16. Which among the following is not an objective of advertising research?
Correct : B. Develop advertising plans
17. Consider the following statements:
Statement 1: Post testing is an evaluation conducted to know whether a proposed ad campaign is appealing to target group Statement 2: It is also known as copy testing.
Correct : B. Both statements are wrong
18. Showing the product in a picture as being bigger than it actually is an example of
Correct : A. Deception
19. _____ is a self-regulatory voluntary organization of the advertising industry
Correct : D. Advertising Standards Council of India (ASCI)
20. Colgate is offering scholarships worth one lakh rupees to Indian students. This highlights
Correct : B. Corporate Social Responsibility
21. Benetton „Unhate‟ ad campaign, featuring world leaders kissing is a case of ____
Correct : A. Subliminal ads
22. Axe body spray ads are examples of _____
Correct : A. Obscene advertisements
23. The large volume of advertising in a society is known as ____
Correct : A. Advertising clutter
24. It is criticized that advertising causes people to give too much importance to _______
Correct : B. Material goods
25. Advertising is an important source of revenue to ____
Correct : C. Media
26. Advertisement aims at _________
Correct : D. Mass communication
27. __________ is directed towards consumers and traders with the intention to increase
immediate or short term sales.
Correct : C. Sales Promotion
28. The basic objective of push strategy is to encourage the ___________
Correct : B. middlemen
29. A pull sales promotion strategy concentrates on the __________
Correct : A. Consumer
30. The sales promotion strategy which concentrates on the middlemen and consumers is
known as______________
Correct : B. Combination strategy
31. Couponing is an example of________________
Correct : A. Consumer promotion Techniques
32. The reduction in the price of a product for a short span of time is known as___________
Correct : C. Price off offer
33. ______ is a non-paid form of promotion
Correct : D. Publicity
34. ________ is the oral communication with potential buyers of a product with the intention of
making a sale.
Correct : A. Personal Selling
35. __________ is the sum total of values, assets and liabilities generated by a branded product
over a period of time.
Correct : C. Brand Equity
36. ____________ is a measure of attachment that a consumer has to a brand.
Correct : A. Brand loyalty
37. Communication activities which provide incentives to consumer is known as_________
Correct : C. Sales Promotion
38. Merchandise allowance is a __________ technique.
Correct : B. Trader Promotion Techniques
39. The additional amount of money consumers are willing to pay for a brand is known as ___
Correct : C. Brand Equity
40. Sales persons who want for the sales to come to them is known as
Correct : A. Transactional
41. The process which consists of six stages; prospecting, preapproach, approach, presentation,
close, and follow-up is called the:
Correct : C. Personal selling process
42. Excuses for NOT making a purchase commitment or decision are called
Correct : D. Objections
43. The final stage in the personal sales process is the stage
Correct : A. Follow-up
44. AIDA stands for Awareness, ______, Desire and _____.
Correct : A. Interest; Action
45. A consumer contest is an example of _____.
Correct : B. Sales Promotion
46. Avon, Amway, and Tupperware use which of the following forms of channel distribution?
Correct : A. direct marketing channel
47. Makers of televisions, cameras, tires, furniture, and major appliances normally use which of
the following distribution channel forms?
Correct : B. indirect marketing channel
48. The benefits of marketing channels are………..
Correct : D. All of above
49. ________________ is a marketing channel that has no intermediary levels.