Advertising Management MCQ

1. is any paid form of non-personal presentation and promotion of ideas or products by

an identified sponsor?
a. Marketing
b. Promotions
c. Advertising
d. Publicity

Answer: (c)

2. Developing involves a series of decisions for planning, creating, delivering, and

evaluating an advertising effort
a. Marketing plan
b. Advertising message
c. Advertising campaigns
d. None of these

Answer: (c)

3. What is CPA?
a. Continuous Partial Attention
b. Customer’s Partial Attention
c. Continued Partial Advertising
d. Continuous Partial Advertising

Answer: (a)

4. In advertising, products that are forbidden from being advertised are promoted
through another product of the same brand, using the brand image.
a. Stealth
b. Surrogate
c. Ethical

Answer: (c)

5. Which is the oldest largest advertisement agency in India?

a. Lowas Lintas
b. Ogilvy & Mather
c. Hindustan Thompson Associates Ltd
d. None of these

Answer: (c)

6. Production is a part of which department?

a. Creative
b. Media
c. Client Servicing
d. Marketing Research

Answer: (a)
7. are the wordsmiths who do the wording of an advertisement.
a. Creative director
b. Accounts Executive
c. Copychief
d. Copywriters

Answer: (d)

8. This scheduling method involves intermittent and irregular periods of advertising,

alternating with shorter periods of no advertising at all.
a. Continuity Scheduling
b. Pulse Scheduling
c. Intermittent Scheduling
d. Flight Scheduling

Answer: (d)

9. Expand DAGMAR.
a. Defining Advertising Goals for Measured Advertising Results
b. Developing Advertising Goals for Measuring Advertising Results
c. Defining Agency Goals for Measured Advertising Results
d. Defining Advertising Goals for Marketing& Advertising Results

Answer: (a)

10. is a long-term tool and often not even designed to increase sales immediately.
a. Promotions
b. Marketing Mix
c. Advertising
d. Both & C

Answer: (c)

11. This process of transforming the content of a message (thoughts, ideas, news, etc.) into a
symbolic form is known as.
a. Decoding
b. Encoding
c. Noise
d. Communication process

Answer: (b)

12. What is Zapping?

a. switching of channels during boring programs or ad commercials
b. switching programs using a remote
c. fast-forwarding through commercials in programs recorded on a video cassette/TV.
d. None of these

Answer: (b)

13. is the process by which an individual selects, organizes, and interprets information
inputs to create a meaningful picture of the world.
a. Decoding
b. Perception
c. Perceptual mapping
d. Mind filters

Answer: (b)

14. characteristics are at the feeling level, hardly measurable, but vital for brand
selection if associated with positive experiences.
a. Pseudo physical
b. Psychological attributes
c. Physical
d. Rational

Answer: (b)

15. The is considered to be the most important part of a print copy that is supposed to
convey the main message in an advertisement.
a. Copy
b. Pictures
c. Jingle
d. Headline

Answer: (d)

16. Which type of advertising aims at selling capital goods, B-to-B, and intermediary
industrial products?
a. Corporate advertising
b. Industrial advertising
c. Financial advertising
d. Specialty Advertising

Answer: (b)

17. What is the term used for determining an advertisement’s effectiveness based on
consumer responses, feedback, and behavior?
a. Pre-Testing
b. Copy- Testing
c. Both A & B
d. None of these

Answer: (c)

18. is essentially a science and an art that helps determine the most effective manner of
spending the marketer’s money across media.
a. Flight Scheduling
b. Continuity Scheduling
c. Market Research
d. Media Planning

Answer: (d)

19. Who among the following is responsible to keep updates with media trends, obtain media
costs, discover market trends and understand the motivations of consumers?
a. Client Service executive
b. Media Planner
c. Media Buyer
d. Advertising Agency

Answer: (b)

20. What factors should be considered while setting the advertising budget?
a. Competition
b. Market situation
c. Sales decay rate
d. All f the above

Answer: (d)

21. Expand AIC.

a. Advertising Information Curve
b. Advertising Intensiveness Curve
c. Advance Information Curve
d. Advertising Investment Curve

Answer: (b)

22. The All- you- can- afford method is used in which of the below?
a. Market Research
b. Budgeting
c. Media Planning
d. Media Buying

Answer: (b)

23. is an interactive computer-based system.

a. Management Information system
b. Self Support System
c. Decision Support System
d. Direct Support System

Answer: (c)

24. An offer is a value for money that the campaign offers.

a. Media
b. Advertising
c. Direct
d. Mass

Answer: (c)

25. Which of the below is an example of Direct Mail?

a. Personal Selling
b. Advertising
c. Direct Marketing
d. Public Relations

Answer: (c)
26. In which type of marketing Interactive Voice Recording (IVR) is used?
a. Direct Mail
b. Internet Marketing
c. Direct Marketing
d. One to one marketing

Answer: (c)

27. What is Brat Power?

a. Importance of new mediums like the internet
b. Evolving customer segment of kids, children
c. Evolving customer segment
d. Evolving media power

Answer: (b)

28. For which type of market small packaging, single-use packets are suitable?
a. Urban
b. Rural
c. Semi-Urban
d. Metros

Answer: (b)

29. A successful campaign mixes the and modern media cleverly to get the best results.
a. Traditional
b. Popular
c. Preferred
d. None of these

Answer: (a)

30. Which of the following are examples of mass media used in rural areas?
a. TV
b. Radio,
c. Village melas
d. All of the above

Answer: (d)

31. is the watchdog organization that lays down ethical standards for the advertising
industry.
a. IRDA
b. ASCI
c. DMA
d. TRAI

Answer: (b)

32. Misleading advertisements are covered by the Protection Act of 1986.

a. Company
b. Customer
c. Agency
d. None of these
Answer: (b)

33. is the portrayal of people in a way that is devoid of individuality.

a. Puffery
b. Stereotyping
c. Endorsements
d. Halo Effect

Answer: (b)

34. Misleading Advertising, Unethical Product Endorsements, Stereotyping are some of the
advertising .
a. Strategies
b. Malpractices
c. Practices
d. Drawbacks

Answer: (b)

35. What is IPR?

a. Intellectual property rate
b. Intellectual Person’s right
c. Intellectual Property Rights
d. International Promotions Right

Answer: (c)

36. The, when enacted, will provide for pre-censorship and categorization of advertising
and programming content.
a. Content Code
b. Advertiser’s code
c. Doordarshan’s Code
d. AIR Code

Answer: (a)

37. Intellectual property refers to creations of the .

a. Team
b. Employees
c. Advertising agency
d. Mind

Answer: (d)

38. Products with little or more differentiation can call for advertising.
a. Low
b. Heavy
c. Minimum
d. Maximum

Answer: (b)

39. Which of the following Acts refers to the safety and interest of consumers directly?
a. MRTP Act
b. RTI Act
c. IPR Act
d. Consumer Protection Act, 1986

Answer: (d)

40. The fundamental objective of media with reference to advertising is to deliver the right
message to the right at the right time.
a. Client
b. Person
c. Place
d. Medium

Answer: (b)

41. The in the hands of high school and college students at a certain segment is any
businessman’s delight.
a. Pocket money
b. Excess money
c. Purchasing power
d. disposable money

Answer: (d)

42. Sales promotion is particularly effective in triggering trials and unplanned impulse
purchases.
a. Product
b. Pre-purchase
c. Purchase
d. None of these

Answer: (a)

43. Mail-in coupons, Contest forms, etc are examples of.

a. Publicity
b. Public relations
c. Sales promotion
d. All of the above

Answer: (c)

44. The number of copies sold or distributed by a newspaper or magazine is termed as.
a. Readership
b. Circulation
c. Frequency
d. Reach

Answer: (b)

45. The purpose of is to induce the consumer to try the product immediately.
a. Price Discounts
b. Discount Coupons
c. Free Offers
d. Refunds
Answer: (a)

46. target resellers the wholesalers and retailers who distribute manufacturers’ products
to the end-users.
a. Sales Promotions
b. Trade promotions
c. Sweepstakes
d. Premiums

Answer: (b)

47. Expand P-O-P.

a. Price of purchase
b. Place of purchase
c. Point of Purchase
d. Product of purchase

Answer: (c)

48. A is an art director’s counterpart of a blueprint.

a. Ad copy
b. StoryBoard
c. Layout
d. Visuals

Answer: (c)

49. The promotional activities carried out through mass media like television, radio,
newspaper are called .
a. Below the line
b. Above the line
c. Between the line
d. None of these

Answer: (b)

50. What is the term used to denote the number of times a particular advertisement reaches
the same person or family.
a. Frequency
b. Reach
c. Relatedness
d. Gross impression

Answer: (a)

51. Which is the oldest largest advertisement agency in india?

a. Ogilvy India
b. JWT India
c. Datram and Company
d. DDB Mudra

Answer: (c)
1. The following is not a function of advertising
a. Information
b. Brand image Building
c. Persuasion
d. Pricing

Answer: (d)

2. By default advertising is done on a.

a. Limited scale
b. Mass Scale
c. Corporate Level only
d. Societal Level only

Answer: (b)

3. The following is the biggest limitation of advertising.

a. It forces the consumer to buy the things he does not need
b. It sells gloss and dreams too and dreams to prospective buyers
c. It tells consumers about the arrival of new products in the market
d. All of the above

Answer: (a)

4. Which are of the following according to Krugman is the third exposure

a. What is it?
b. What of it?
c. Wherefrom has it come?
d. None of these

Answer: (d)

5. Advertising contributes to.

a. Economic growth of society or country
b. National Capital
c. Power of marketing Firms
d. Chaos in the already congested marketplace

Answer: (a)

6. Do you believe that advertising can bring about socio-economic change?

a. Certainly
b. Only if media have their footprints and audience are willing and able to buy the content
c. Only if a country or society is effluent
d. Certainly not

Answer: (b)

7. The last step in the process followed under the AIDA model is.
a. Intention
b. Attention
c. Desire
d. None of the above

Answer: (d)

8. What kind of promotional material can be given to a photographer’s shop?

a. Catalogues of newly introduced camera
b. Roll of Fuji film
c. A newly introduced camera displayed I glass window
d. All of the above

Answer: (a)

9. Non- commercial advertising is likely to forms on the following issue

a. Consumption of fast food items
b. Promotion of health spas
c. Awareness about use of Petrol
d. All of the above

Answer: (c)

10. Brand switching is one of the objectives of

a. Management
b. Marketing
c. Advertising
d. Publicity

Answer: (c)

11. The following is the element of the communication triangle

a. Public
b. Message
c. Media
d. All of the above

Answer: (c)

12. If the current state of the prospective buyer is interested and motivated to buy, then we
should have the following communication objective
a. Change advertisements on the website
b. Overcome barriers to purchase (present in prospective buyer’s mind)with easy-to-accept
obstacle removal options
c. Undertake successful sales transactions
d. Allow prospective customers to try products through samples

Answer: (b)
13. The client of an advertising agency is called
a. Customer
b. Major
c. Corporate
d. Account

Answer: (d)

14. Which one of the following is not a media vehicle?

a. Leaflet
b. TV
c. Conference Hall
d. Internet

Answer: (c)

15. Processing can refer to

a. Signal processing
b. Geometry processing
c. Image Monitoring
d. Either a or b

Answer: (d)

16. Word processing is done to

a. Enhance and modify JPG graphics
b. Process text and format it
c. Make relational data tables
d. Give presentation

Answer: (b)

17. Advertisements can change your attitude and behavior. Do you agree with this statement?
a. Yes
b. No
c. That depends upon the individual who is being exposed to advertisements
d. That depends upon the situation the marketer/ advertisers is in

Answer: (a)

18. Which one of the following media would opt for promoting FMCG?
a. Industry-oriented magazines
b. TV
c. Internet
d. Presentations during trade fairs

Answer: (b)

19. Which one of the following media would be suitable for building brand image?
a. Run-of-the-mill advertisements on TV channels during prime viewing hours
b. Advertisements during intervals in the cinema halls
c. Gloss advertisements in and newspapers of repute
d. E-mail message to prospective clients
Answer: (b)

20. Which media has the highest value of reach in the Indian context?
a. TV
b. Newspaper
c. Radio
d. Magazines

Answer: (a)

21. Media timing is concerned with

a. Message Context
b. Time and Period during which an advertising campaign is to be run
c. Frequency of exposure
d. Budget of the entire media mix

Answer: (b)

22. Reach refers to the percentage of

a. Customers in a targeted market
b. The population that advertisers consider
c. Customers in the targeted market who are exposed to an advertising campaign
d. Customers contacted (in person) in an advertising campaign

Answer: (c)

23. Which one of the following is not a budgeting method in the context of advertising
a. All available funds method
b. Fixed Percentage Method
c. Competitive Parity Method
d. Objective and Task Method

Answer: (b)

24. The unit sale method of advertising budgeting

a. Involves the allocation of all available funds for advertising purposes
b. Focuses on external market trends
c. Takes the cost of advertising as an individual item and multiplies it by the number of units
the advertiser wished to sell
d. Name of the above

Answer: (c)

25. Which one of the following is not the scheduling method in the context of advertising?
a. Fighting
b. Massed
c. Continuity
d. Chequered Media

Answer: (d)

26. When there are peaks and valleys in product demand, it is advisable to use the following
scheduling technique.
a. Massed
b. Chequered Media
c. Fighting
d. Any one of the above

Answer: (d)

27. A mail-order discount scheme would be most suitable for selling

a. Transformers
b. Magazine subscriptions
c. High-Value
d. Computer Parts

Answer: (b)

28. Under the barter scheme

a. Firms can offer products and services to advertising firms if the latter offer cheap
advertising services
b. Firms buy products from the market and supply products to the same market
c. Cost discounting is the key issue
d. None of the above

Answer: (a)

29. Advertising budget emanates from

a. Advertising Tenets
b. Advertising objectives
c. Market plAns:
d. Firm’s overall objectives

Answer: (d)

30. Advertising frequency is the highest in the following case

a. Refined Oil
b. Ball Bearing
c. Life Insurance
d. LCD Television

Answer: (a)

31. If we launch a new product, we combine advertising with

a. Publicity
b. Sales promotion
c. Personal selling
d. None of the above

Answer: (c)

32. Who is responsible for the overall output, viz production, quality, manufacturing, etc. of
an advertisement?
a. Copywriter
b. Artist
c. Cameraman
d. Creative Director
Answer: (d)

33. Which one of the following is not a media-related term.

a. Reach
b. Frequency
c. Depth
d. Footprint

Answer: (c)

34. When had Doordarshan started sending colour TV signals in India

a. 1979
b. 1986
c. 1982
d. 1977

Answer: (c)

35. When was the first-ever TV station of India inaugurated?

a. July 1962
b. June 1964
c. September 1959
d. August 1959

Answer: (c)

36. A DSS can solve.

a. All types of problems
b. Semi-structured problems
c. Unstructured problems
d. Semi-structured & Unstructured problems

Answer: (c)

37. A DSS software can be structured into

a. Three Components
b. Two Components
c. Four Components
d. None of the above

Answer: (c)

38. Which one of the following is not a major feature of a DSS?

a. It is user-friendly
b. It is menu-driven
c. It allows modular applications
d. It does not have application flexibility

Answer: (d)

39. Media planning is the process of determining how to use.

a. Cost and profit
b. Time and space
c. Money & time
d. Time & Client’s resources

Answer: (b)

40. Media planning is the process of determining how to use and to achieve
advertising objectives.
a. Money, Power
b. Space, Power
c. Time, Resources
d. Time, Money

Answer: (d)

41. Direct mail packages come in all and .

a. Colors, packing
b. Packing sizes
c. Sizes, shapes
d. Shapes, hues

Answer: (c)

42. Tone and manner affect the , look, and of the execution of an advertising
campaign
a. Feel, power
b. Effectiveness, feel
c. The setting, Power
d. Feel, Setting

Answer: (d)

43. A DSS can be successful and if it is good or and by management at all levels
a. Feel support
b. Support, Priority
c. Priority, Attitude
d. Attitude, Support

Answer: (d)

44. Magazines are and media that also build the brand image of a product or
business firm
a. Colourful, informative
b. Informative, powerful
c. Creative, colorful
d. Powerful, Mass

Answer: (a)

45. A newspaper is cost but valid media

a. High Frequently
b. Current, never
c. Low, Presently
d. Log, Highly
Answer: (c)

46. A writes the text of an advertisement whereas a director designs the advertisement
a. Writer, Intuitive
b. Copywriter, outsider
c. Copywriter, art
d. Copy-composer, editorial

Answer: (c)

47. The three basic ingredients of any advertising copy are style and .
a. Content, clarity
b. Clarity, Presentation
c. Presentation, content
d. Content, colours

Answer: (c)

48. and help lock in key phrases that are a brand image.
a. Pop-ups, Jingles
b. Displays, SlogAns:
c. SlogAns:, Jingles
d. Jingles, Displays

Answer: (c)

49. Ogilvy had started that is the most important element in an

a. Adelines, action
b. Headlines, activity
c. Headlines, advertisement
d. Punchlines, advertisements

Answer: (c)

50. appear frequently than newspapers

a. Cartoons, More
b. Advertisements, less
c. Cartoons, less
d. Magazines, less

Answer: (d)

1. what is advertising?
A. publicity
B. sales promotion
C. paid information
D. all the above
ANSWER: D

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. Handwritten posters in the sixteenth and the seventeenth century which are
considered to be the forerunners of advertising are
A. pamphlets
B. siquis
C. billboards
D. brochures
ANSWER: B

4. The is the foundation of any advertising or marketing campaign.

A. Research.
B. Target segmentation
C. Creative brief.
D. Media planning.
ANSWER: C

5. Printed matter that runs over the edges of an outdoor board or a page leaving no
margin is known as
A. Bleed
B. Solus
C. Broadsheet
D. Classified
ANSWER: A

6. became the first full service advertising agency.

A. N.W.Ayer & Son
B. FCB Ulka Advertising Ltd
C. Ogilvy & Mather.
D. William Taylor
ANSWER: A

7. Typical ad agency clients contain businesses and , non-profit organization and

government agency.
A. Corporate law
B. Company.
C. Companies law
D. Corporations.
ANSWER: D
8. agencies specialize in endorsement of brands in the various social media
platforms like blogs, social network sites, Q&A sites, discussion forums, micro blogs etc.
A. Social media
B. User-generated contented.
C. Friend Feed.
D. Social network service.
ANSWER: A

9. 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

10. Palmer opened the first American advertising agency at in 1850

A. Pennsylvania.
B. Philadelphia.
C. San Fransisco.
D. Pittsburgh.
ANSWER: B

11. Dividing the market based on age, income, educational qualification,is known as
A. profile
B. census
C. target audience
D. demography
ANSWER: D

12. The problem with implementing many of today’s available security solutions in web
advertising are
A. Slower online communication
B. More expensive for the advertiser
C. More cumbersome of users
D. All the above.
ANSWER: D

13. Advertising is affected by forces

A. Economic.
B. Social.
C. Technological.
D. All the above
ANSWER: D
14. 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

15. Infomercials are designed to solicit a direct response which is and are,
therefore, a form of direct marketing.
A. Specific and experimental
B. Persuasive.
C. Advertising.
D. Marketing ethics
ANSWER: A

16. Sponsorship belongs to the promotional tool to .

A. Business marketing
B. Marketing.
C. Marketing management
D. Advertising.
ANSWER: B

17. 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

18. 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

19. 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

20. teams for many years relied a great deal on the income from tobacco
advertising, reflected in the sponsorship liveries of the teams.
A. 2010 Formula One season
B. Michael Schumacher
C. 2009 Formula One season
D. Formula.
ANSWER: D

21. 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

22. decides on complaints from the general public including government

officials, consumer groups, etc., complaints from one advertiser against another.
A. Consumer Complaints Council (CCC).B. ASCI.
C. AAAA.
D. CARU
ANSWER: A

23. 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.
ANSWER: B

24. A longer commercial that mixes entertainment along with information in a program
like format is known as
A. Advertorial
B. Informercial
C. Space feature
D. Classified
ANSWER: B

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

A. Arieal advertising.
B. Outdoor advertising
C. Transit advertising
D. classifieds
ANSWER: C

26. Mass marketing is otherwise known as

A. Undifferentiated marketing
B. Differentiated Marketing
C. concentrated marketing
D. customised marketing
ANSWER: A

27. The local ad server was first urbanized and introduced by Net Gravity in January
1996 for delivering online advertising at major publishing sites such as and
guide.
A. Google.
B. Microsoft.
C. Yahoo!.
D. Intel Corporation
ANSWER: C

28. 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

29. is a very rough rendition of a proposed commercial, composed of images

and sounds borrowed from other commercials or broadcast materials.
A. Ripomatics.
B. Animatics.
C. Graphics.
D. Neuropsychology

ANSWER: C

30. A personal ad is an item or notice conventionally in the , similar to a

classified ad but personal in life.
A. Defamation.
B. Newspaper.
C. Media bias.
D. News media
ANSWER: B

31. A television commercial produced from semi-finished artwork, generally used only
for test purposes is .
A. Cinematic.
B. Systematic.
C. Animatic.
D. Diplomatic
ANSWER: C

32. 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

33. The total net audience exposed to prepared periodical, outdoor, television or radio
advertising is .
A. Space accumulation.
B. Agency accumulation.
C. Audience accumulation.
D. Audience composition.
ANSWER: C

34. A specific period of broadcast commercial time offered for sale by a station or
network for sponsorship is .
A. Usage.
B. Availability.
C. Durability.
D. Primary availability
ANSWER: B

35. A is a document the advertiser signs agreeing to stop the objectionable

advertising without admitting any wrongdoing.
A. Consent decree.
B. Cease and desist order.
C. Contempt decree.
D. Billboard
ANSWER: D
36. 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

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

A. Leaflet.
B. Brochure.
C. Pamphlet.D. Hoarding
ANSWER: B

38. 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

39. is a promotion piece consisting of one large sheet of paper, generally

printed on one side only.
A. Equal side.
B. Broadside
C. Neutral side.
D. Horizontal side
ANSWER: B

40. Sales of copies of a publication in quantity to one purchaser to be given free by him
is known as .
A. Enough space.
B. . Running space.
C. Bulk space.
D. Full space.
ANSWER: C

41. Egyptians used to make sales messages and wall posters.

A. papyrus
B. fabric
C. pine
D. eucalyptus
ANSWER: A
42. 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.
A. Pass time.
B. Frequent time.
C. Agency time.
D. Clear time.
ANSWER: D

43. 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

44. are large structures located in public places which display advertisements
to passing
pedestrians and motorists.
A. posters
B. billboards
C. display
D. classified
ANSWER: B

45. is a term used to define a medium geographical potential.A.

Transmitter.
B. Antenna.
C. Mass audience.
D. Coverage.
ANSWER: D

46. 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

47. 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

48. Letters, folders, reprints, or other material sent through the mails directly to
prospective purchases is .
A. Instant mail advertising.
B. retrieve mail advertising
C. Spam.
D. Direct mail advertising.
ANSWER: D

49. 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

50. Advertising in a directory is .

A. Delivery advertising.
B. Directory advertising.
C. Direct advertising.
D. Dynamic advertising.
ANSWER: B

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

A. Hoarding.
B. Double carding.
C. Carding.
D. Billboard.
ANSWER: B

52. is a reduction from regular rates when advertising contracts to use

quantities of advertising.
A. Discount.
B. Allowance.
C. Valuation.
D. Correction.ANSWER: A
53. An is a long-format television commercial, typically five minutes or longer.
A. infotainment
B. entertainment
C. informercial
D. advertorial
ANSWER: C

54. is used in outdoor advertising to refer to the number of billboards used

in one display.
A. Depth.
B. Facing.
C. Changing.
D. Exposure
ANSWER: B

55. is the measurements which are based on respondents who either say
with assurance that they have looked into a given magazine.
A. Exposure.
B. Lights.
C. Depth of field.
D. Focus
ANSWER: A

56. When marketing practices are criticized for reducing competition, the criticism falls
under which universal area of societal marketing issues?
A. Marketing’s impact on society as a whole.
B. Marketing’s impact on other businesses.
C. Marketing’s impact on the company.
D. Marketing’s impact on the individual.
ANSWER: B

57. 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

58. The that is selected to communicate the product/service to clientele

forms the promotional mix.
A. Marketing.
B. Product.
C. Promotional budgets.
D. Promotional methods.
ANSWER: D

59. 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

60. 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

61. 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

62. 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

63. 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
64. 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

65. A black and white photographic print of the final artwork used to replicate the
advertisement is called .
A. Artwork.
B. Copy.
C. Layout.
D. Bromide.
ANSWER: D

66. is the outer shell of the advertisement, which should be attention-

grabbing, attractive and interesting to your customers
A. Message design.
B. Physical design.
C. Transformational Advertising.
D. Informational advertising.
ANSWER: B

67. 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

68. 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

69. 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

70. The words used in an advertisement is referred to as .

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

71. 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

72. In a periodical advertising, is to run an advertisement within a space which

is layer than the advertisement.
A. Folio.
B. Flat.
C. Float.
D. Flow.
ANSWER: C

73. A specific position in a publication for which an advertiser is granted a permanent

franchise is .
A. Grant position.
B. Franchise position.
C. Lead position.
D. Permanent position.
ANSWER: B

74. is an array of reach according to the level of frequency delivered to each

group.
A. Frequency period.
B. Frequency distribution.
C. Frequency channel.
D. Frequency time.
ANSWER: B
75. is a preferred position for newspaper advertisement, generally following
and next to reading matter or top of column next to reading matter.
A. Equal position.
B. Top position.
C. Full position.
D. Half position.
ANSWER: C

76. is a regular program sponsored by only one advertiser.

A. Program sponsorship.
B. Franchise
C. Half program.
D. Full program sponsorship.
ANSWER: D

77. Which is a consumer magazine not classified to a specific audience?

A. Film magazine.
B. General editorial magazine
C. Women magazine.
D. Kids magazine.
ANSWER: B

78. is a combined audience of a combination of media or a campaign in a

single medium
A. Net audience.
B. Guaranteed audience.
C. Neutral audience.
D. Gross audience.
ANSWER: D

79. is an association of the largest advertising agencies throughout the United

States, controls agency practices by denying membership to any agency judged
unethical.
A. American Association of Advertising Agencies.
B. American Advertising Federation
C. Association of National Advertisers
D. Federal Communications Commission
ANSWER: A

80. is a period of time during which there is no advertising activity.

A. Down link.
B. Duplication.
C. Hiatus.
D. Imprint.
ANSWER: C
81. is an extent or degree of consumer awareness of an advertisement
within a specific media.
A. Impact.
B. Alternate.
C. Choice.
D. Impression.
ANSWER: A

82. What refers to the portion of media exposure done in the home?
A. Out of home.
B. In home.
C. Outdoor
D. Insert.
ANSWER: B

83. is an advertisement in a print media.

A. Exertion.B. Extension.
C. Integration.
D. Insertion.
ANSWER: D

84. An advertisement appearing on two facing junior pages that occupies only part of
each page is .
A. Control panel.
B. Control room.
C. Pony spread.
D. Close spread.
ANSWER: C

85. is networks that connect people within a group to each other and to
the company network.
A. Internets.
B. Bitstreams.
C. Extranets.
D. Intranets.
ANSWER: D

86. is the encircling term that involves the use of electronic platforms –
intranets, extranets and the Internet – to conduct a company’s business.
A. E-procurement.
B. E-marketing.
C. E-business.
D. E-commerce
ANSWER: C
87. Which of the following is not one of the reimbursements of e-commerce to sellers?
A. E-commerce can help to reduce costs.
B. E-commerce offers greater flexibility in meeting customer needs.
C. E-commerce increases the net cost per contact
D. E-commerce is a powerful tool for customer relationship building.
ANSWER: C

88. 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

89. A is a B2B trading network that links a meticulous seller with its own
trading partners.
A. Web community.
B. Private trading network.
C. Virtual network.
D. Bitstream.
ANSWER: B

90. 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

91. What are the elite qualities of advertising?

A. Consumers view advertised products as standard and legitimate.
B. Advertising is expressive, allowing the dramatization of products.
C. Advertising can be used to build up a long-term image for a product.
D. Can reach masses of geographically dispersed buyers at low cost exposure.
ANSWER: C

92. In creating the communications message, what is the term functional to the process
of putting the intended message or thought into symbolic form?
A. Developing the response.
B. Eliminating the advertising clutter or ‘noise’.
C. Encoding.
D. Decoding.
ANSWER: C
93. Define what is destined by the cognitive stage of consumer advertising?
A. Stimulating recognition of advertising.
B. Sowing the seeds of a thought and gaining the consumer’s attention.
C. Defining recognition.
D. Involves the creating or changing of an attitude.
ANSWER: B

94. 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

95. IMC is about?

A. Co-ordinated promotional tools.
B. Bear for the marketing strategy.
C. Harmonized messages.
D. A strategically resolute bend of internal and external messages.
ANSWER: D

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

A. Centralization.
B. Communications synergy.
C. Co-ordinated product development.
D. Customer focus.
ANSWER: A

97. 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

98. Core brand values should be predictable via .

A. Consistent messages.
B. Conservative messages.
C. Contradictory messages.
D. Conflicting messages.
ANSWER: A
99. is the ability to reach prospective customers on a personal and intimate
level
A. Visuals.
B. Economy.
C. Intimacy.
D. Fractionalization.
ANSWER: C

100. Newspapers generally offer a reproduction quality

A. Mediocre.
B. Higher rates.
C. Most advantage.
D. Composing.
ANSWER: A

101. Newspaper Advertising Strengths

A. Audience in appropriate mental frame.
B. Mass audience coverage.
C. Flexibility.
D. All the above
ANSWER: D

102. 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

103. The first printed advertisements were single sheets, printed on one side, that
nowadays would be called .
A. Barrages.
B. Fliers.
C. Flights.
D. Brochures.
ANSWER: B

104. Which of the following is NOT an area of dependability for people who work in an
advertising agency?
A. Creativity.
B. Printing.
C. Buying.
D. Research.
ANSWER: B
105. Advertisements provide consumers with essential information about products and
services, including .
A. Where to get the product or service.
B. The existence of the product or service.
C. Where to sell the product or service.
D. How much the product or service costs.
ANSWER: C

106. 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.
ANSWER: C

107. Advertising directly to consumers in newspapers was primarily popularized by

.
A. The news “criers” of ancient Greece and Rome.
B. USA Today.
C. The ads for other religious books that appeared in Gutenberg’s Bibles.
D. The “penny papers” of the 1800s.
ANSWER: D

108. Infomercials often look like other types of television shows, including
.
A. News shows.
B. Live, audience-participation shows.
C. Reality shows.
D. Talkshows
ANSWER: A

109. Dakota is a graphic designer operational for an advertising agency to develop print
advertisements. Which type of service do Dakota provide?
A. Buying
B. Creative
C. Research
D. Promotion
ANSWER: B

110. 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

111. 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

112. The medium on which U.S. advertisers spend the most money each year is .
A. Radio.
B. Magazines.
C. Newspapers.
D. Television.
ANSWER: D

113. An advantage of television ads overprint and radio ads is the ability of television
to .
A. Linger in consumer’s possession for in-depth and repeated reference.
B. Let consumers hear a product and see it in action.
C. Provide advertisers carefully targeted audiences of as few as a single person.
D. Let consumers suggest about the product
ANSWER: B

114. The concept of positioning is given by

A. Rooser Reeves
B. Al Ries and Jack Trout
C. Alex Osborn
D. Philipp Kotler
ANSWER: B

115. The Ad Council is .

A. the organization sponsored by the advertising industry to create ads for
commendable causes.
B. a new U.S. government organization formed to regulate advertising on the Internet
C. the name for the daily meetings held by small groups of top executives at most large
advertising agencies.
D. a self-policing organization funded by the advertising industry to punish unethical
advertisers.
ANSWER: A

116. Advertising can be used to sell .

A. products.
B. services.
C. ideas.
D. all the above
ANSWER: D

117. An economy that relies on purchases of goods and services, and on advertising to
create a climate that encourages those purchases has been termed a .
A. consumer culture.
B. selling society.
C. meritocracy.
D. brand-name nation
ANSWER: A

118. Advertisers can reach audiences in target geological areas by .

A. buying time on local radio stations.
B. placing ads in regional issues of national magazines.
C. doing all the activities
D. advertising in local newspapers
ANSWER: C

119. Products and services that have raised ethical concerns for advertisers and of good
reputation media in recent years include?
A. Cigarettes.
B. Weight loss systems.
C. Fortune tellers.
D. Awareness.
ANSWER: D

120. Psychological research has exposed which of the following to advertisers?

A. Advertisers should match media to the level of rational thought people put into
particular buying decisions.
B. Our emotions and desires can be linked to products to drive sales.
C. People lifestyle choices affect their buying habits.
D. People knowledge about the product.
ANSWER: A

121. Devon works in the marketing department for a large company, formative the
most effective media for the company to advertise in and assisting in the purchase of
space or time for ads. Devon’s job is
.
A. media planning.
B. creative direction.
C. graphic design.
D. account executive.
ANSWER: A
122. These are written documents, often urbanized by the Account Manager, to provide
media planners with relevant information necessary to select and buy media suitable to
the campaign
A. Account Brief.
B. Media Brief.
C. Creative Brief.
D. Client Brief.
ANSWER: C

123. Which of the following are agency personnel who undertake investigate to support
a campaign?
A. Research Manager.
B. Account manager.
C. Media Director.
D. Account planner
ANSWER: C

124. Which of the following is the first stage of the marketing communications planning
process and analysis of four main environmental context in order to shape the detail of
the plan?
A. Context analysis.
B. Environmental Analysis
C. Media Analysis.
D. Audience Analysis.
ANSWER: C

125. In , the main advertising media in America were newspapers, magazines,

signs on streetcars, and outdoor posters.
A. 1925
B. 1980
C. 1887
D. 1856
ANSWER: A

126. brings the product to the attention of potential customers.

A. Marketing.
B. Advertisement.
C. Distribution.
D. Promotion.
ANSWER: B

127. 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

128. The movable type printing press was invented by .

A. Einstein.
B. Gutenberg.
C. Kuleshov.
D. Edwin.S. Porter.
ANSWER: B

129. The first ad agency was set up by .

A. Gutenberg.
B. Volney palmer.
C. Kuleshov.
D. E.S. Porter.
ANSWER: B

130. 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

131. Which was the first- full service ad agency?

A. N.W.Ayer & sons.
B. Dentsu.
C. Publicis.
D. O&M.
ANSWER: A

132. 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

133. Which television Network started selling advertising sponsors?

A. Du Mont.
B. Du Pont.
C. BBC.
D. CNN.
ANSWER: A

134. Copywriters are similar to .

A. technical editor.
B. technical writer.
C. creative editor.
D. artist.
ANSWER: B

135. NBC stands for .

A. National Business Center.
B. National Broadcasting Company.
C. National Building Code.
D. National Benefits Centre.
ANSWER: B

136. ABC stands for .

A. Audit Bureau of Circulations.
B. Advertising Bureau of Circulations.
C. American Bureau of circulations
D. African Bureau of circulations
ANSWER: A

137. The segmenting of mass-media audiences into smaller groups because of the
diversity of media outlets is .
A. media segmentation.
B. audience Segmentation.
C. consolidation.
D. credit.
ANSWER: B

138. 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

139. 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

140. 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

141. advertising directs to the wholesale or retail merchants or sales agencies

through whom the product is sold.
A. Industrial.
B. Trade.
C. Professional.
D. Retail.
ANSWER: B

142. 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

143. The over all objectives that a company wishes to accomplish through its marketing
program is called .
A. new advertising.
B. marketing mix.
C. promotional mix.
D. marketing goals
ANSWER: A

144. 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
145. The team develops the message strategy from the copy platform.
A. creative.
B. editor.
C. account planners
D. producers.
ANSWER: A

146. The product that reaches maturity and wide-scale acceptance enter the
stage of advertising
A. pioneer.
B. competitive.
C. retentive.
D. relative.
ANSWER: C

147. The product usefulness is recognized and its superiority over other brands has yet
to be established in stage of advertising.
A. pioneer.
B. competitive.
C. .retentive.
D. .progressive.
ANSWER: A

148. 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.
C. Changing the behaviour of target audiences.
D. Channelling communication tools.
ANSWER: A

149. 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

150. 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