MCM501-Spring 2010 Mid Term Paper 2

MIDTERM EXAMINATION Spring 2010
MCM501- Advertising for Print and Electronic Media
Question No: 1 ( Marks: 1 ) - Please choose one
Which of the following channel is not entirely devoted to advertising?

QVC
Home Shopping Network
Shop TV
ZTV
Question No: 2( Marks: 1 )- Please choose one
Media requirements are derived from the ___________.

Advertising appeals
Advertising objectives
Advertising channels
Advertising agencies
Some advertisers believe that demographic definitions of a target audience are too ambiguous, because
individual consumers can be quite different in terms of their __________.
Brand preferences
Channel preferences
Ad agency preferences
Advertisement preferences
Nokia advertisement ends with the line Nokia –connecting People. This line is its ___________.
Slogan
Call-out
Headline
Caption

Which of the following statement is correct about a slogan?
Slogan provides explanation of the visual given in the ad

A single slogan can be shared by two brands
Slogan provides continuity to a series of ads in a campaign
Slogan keeps on changing with every new ad of a product
A message appeal should be:

Meaningful
Distinctive
Believable
All of the given options
Who is often portrayed as the person that writes the word for an advertising message?
Copywriter
Script writer
Drama writer
Play writer

_____________ refers to what media type be used for advertising.
Media mix
Media strategy
Media planning
Media advocacy
All of the given are the non-traditional media opportunities for advertisements, except:
Product placements
Blogs
Podcasts
Print media
Which of the following approaches uses fewer media categories and greater spending per category?
Mix strategy
Media dispersion
Media concentration
Media planning
When media planners use multiple media categories for advertising, the approach used is called:
Media concentration
Print media
Media Dispersion
Blogs
Which of the following terms is used for the advertisements displayed on public transport?
Hoardings
Vehicle displays
Billboards
Portals
On Cartoon Network (channel) the advertisers prefer to present the advertisements for ___________.
Women
Men
Children
General Public
Advertisements of which of the following media appeal to both eye and ear?
Television
Radio
Newspaper
Transistor
Which of the following is defined as a large printed sign displayed outdoor, often along a roadside, having
various advertisements on it?
Billboard
Direct mail
Grapevine
Newspaper
Which one of the following is NOT an example of a traditional medium for advertising?
Television
Word-of-mouth
Newspaper
Billboard
While planning an advertisement campaign, the advertiser briefs the agency about the product and the
agency tries to find:
Unique Selling Point of the product

Economic stability of the advertisers
Economic stability of the company
Uses of product
All of the following are intangible, except:
Attitudes
Feelings
Price
Approaches
Who among the following is responsible for monitoring the progress of jobs through the agency and then
ensuring dispatch of finished materials to TV stations and newspapers?
Traffic Manager
Producer
Director
Assistant Manager
What is the main function of branding?
Increase the reputation and value of a particular manufacturer

Increase the production of company
Increase the profit
Increase the annual income of company
In which of the following country the advertisements on weekly newspaper started to appear first?
America
England
Canada
Egypt

Who estimates the cost to produce the ads, oversees the writing of contracts, and coordinates the
production from start to finish
Director
Producer
Sponsor
Copy Writer

Whenever selecting an Advertising Agency, which of the following point is NOT considered?
The experience of an Agency
Size of an Agency
Financial position of an Agency
Interior decoration of Agency

A salesman from a pharmaceutical company approaches a doctor, and convinces him to recommend his
company’s new medicine for headache to his patients. It is an example of:
Professional Advertising
Institutional Advertising
Public Service Advertising
Retailers Advertising
Which of the following is usually used to designate the type of advertising which is done by a manufacturer
on a nationwide scale to stimulate demand for his product among ultimate consumers?
Regional advertising
National advertising
Professional advertising
Retail advertising
Which of the following is NOT an advantage of the use of outdoor media forms?
No audience selectivity
Flexibility
High repeat exposure
Low message competition
One of the major trends in advertising is the issue of message dilution or distortion due to the increasing
amount of competitive advertising that often results in confusing the consumers. This distortion is due to
what?
Advertising myopia
Advertising cacophony
Advertising confusion
Advertising clutter
Which of the following are not considered part of psychographic segmentation?

Activities
Opinions
Interests
Gender
Question No: 29 ( Marks: 3 )
What is the contribution of “ROI” in making an effective ad copy
What do you know about the Road Blocking technique used in advertising?
How Reach considerations can effect the advertisements?
Question No: 32( Marks: 5 )
Explain “Water is wet” claim with the help of an example.

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MIDTERM EXAMINATION Spring 2010

MCM501- Advertising for Print and Electronic Media

Question No: 1 ( Marks: 1 ) - Please choose one

Which of the following channel is not entirely devoted to advertising?

Question No: 2( Marks: 1 )- Please choose one

Media requirements are derived from the ___________.

Question No: 3( Marks: 1 )- Please choose one

Question No: 4( Marks: 1 )- Please choose one

Question No: 5( Marks: 1 )- Please choose one

Slogan provides explanation of the visual given in the ad

Question No: 6( Marks: 1 )- Please choose one

A message appeal should be:

All of the given options

Question No: 7( Marks: 1 )- Please choose one

Question No: 8( Marks: 1 )- Please choose one

Question No: 9( Marks: 1 )- Please choose one

Question No: 11( Marks: 1 )- Please choose one

Question No: 12( Marks: 1 )- Please choose one

Question No: 13( Marks: 1 )- Please choose one

Question No: 14( Marks: 1 )- Please choose one

Question No: 15( Marks: 1 )- Please choose one

Question No: 16( Marks: 1 )- Please choose one

Question No: 17( Marks: 1 )- Please choose one

Unique Selling Point of the product

Question No: 18( Marks: 1 )- Please choose one

All of the following are intangible, except:

Question No: 20( Marks: 1 )- Please choose one

What is the main function of branding?

Increase the reputation and value of a particular manufacturer

Question No: 21( Marks: 1 )- Please choose one

Question No: 22( Marks: 1 )- Please choose one

Question No: 23( Marks: 1 )- Please choose one

Question No: 24( Marks: 1 )- Please choose one

Question No: 25( Marks: 1 )- Please choose one

Question No: 26( Marks: 1 )- Please choose one

Question No: 27( Marks: 1 )- Please choose one

Question No: 28( Marks: 1 )- Please choose one

Which of the following are not considered part of psychographic segmentation?

Question No: 29 ( Marks: 3 )

What is the contribution of “ROI” in making an effective ad copy

Question No: 30 ( Marks: 3 )

Question No: 31 ( Marks: 5 )

How Reach considerations can effect the advertisements?

Question No: 32( Marks: 5 )

Explain “Water is wet” claim with the help of an example.

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