DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE

DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE – 45

MCQ SUb:Cases in marketing(606B) class: bbaty vi sem

Prof.Maya Jadhav www.dacc.edu.in

UNIT-1

1. Store security relates to ----.

A. personal security

B. merchandise security.

C. both a & b.

D. none of these.

ANSWER: C

2. Form of payment which a retailer may accept is ----.

A. cash only.

B. cash &credit cards .

C. cash &debit cards.

D. all of these

ANSWER: D

3. Many retailers have improved their operation productivity through -----.

A. computerization.

B. outsourcing.

C. both a & b.

D. none of these.

ANSWER: A




4. The computerized check out is used by -----.

A. large retailers.

B. small retailers.

C. multi retailers

D. all of these.

ANSWER: A

5. With the help of-------a retailer pays an outsider party to undertake one or

more of its operating functions

A. outsourcing.

B. credit management

C. computerization.

D. none of these.

ANSWER: A

6. ------ helps the retailers to face the crisis situations.

A. Risk management.

B. Credit management.

C. Financial management.

D. All of these

ANSWER: A




7. ------ is a key task for both large &small retailers.

A. Risk management.

B. Crisis management.

C. Inventory management

D. All of these.

ANSWER: D

8. ----- helps the retailers to complete the tasks within the short period of time.

A. Computerization.

B. Outsourcing.

C. Both 1 & 2.

D. None of these.

ANSWER: A

9. ---------is a warning to potential thieves and muggers.

A. Insurance.

B. Security guards.

C. Outsourcing.

D. Credit management .

ANSWER: B




10. Insurance against--------is more important due to government rules.

A. environmental risk.

B. production risk.

C. both 1 & 2

D. none of these

ANSWER: A

10. The factor leading to the growth of retailing is ----.

A. changing consumer trends

B. technology.

C. demographics.

D. all the above.

ANSWER: D

11. Consumer buying process in retailing involves ----.

A. need recognition.

B. search for information.

C. evaluation of retailers.

D. all the above.

ANSWER: D




12. Atmosphere in retailing refers to ----.

A. the weather outside a store.

B. The ambience, music, color scent in a store.

C. assortment of products in the store.

D. display of items in a store.

ANSWER: B

13. E-tailing refers to ----.

A. sale of electronic items in a store.

B. catalog shopping.

C. music store.

D. retailing shopping using the inter.

ANSWER: D

14. A multi channel retailer sells merchandise ----.

A. over the telephone

B. through personal selling and retail store only.

C. over the internet .

D. through more than one channel.

ANSWER: D




16. Retailing is a marketing function which ----.

A. sells products to other business.

B. sells products to a company that resells them.

C. sells products to final consumers.

D. sells products for ones own use

ANSWER: C

17. The wheel of retailing explains the emergence of new retailing forms by ----.

A. retailers cycle through peaks of high cost price and troughs of low cost price.

B. whole sellers see retailing opportunity, enter retailing, then turn to wholesaling

again.

C. new retailers emerge, grow, mature and decline.

D. low margin, low price retailers enter to compete with retailers who are high margin

and high price.

ANSWER: D

18. All of the following are possible types of service that a retailer can offer except

----.

A. self service.

B. self selection.

C. limited service.

D. all of the above.




ANSWER: C

19. The correct statement about chain stores is ----.

A. they offer economic of scale in buying.

B. they can hire good managers.

C. they integrate wholesaling and retailing function.

D. they centralize function.

ANSWER: D

20.Which of the following objectives is concerned with strategic marketing

planning? A. Day to day performance and results.

B. Over-all long term organizational growth.

C. Identifying the strengths and weaknesses of marketing department

D. None of the above.

ANSWER: B

21.is direct communications with carefully targeted individual

consumers to obtain an immediate response.

c) Personal selling

b) Public relations

c) Direct marketing

d)Sales promotion

ANSWER -c

22.Which of the following promotional forms is often described as being too

impersonal and only a one-way communication form?




e) advertising

b) personal selling

c) public relations

d) sales promotion

ANSWER -a

23.The promotion tool that may include coupons, contests, premiums,

and other means of attracting consumer attention is best described as

being which of the following?

f) advertising

b) personal selling

c) public relations

d) sales promotion

ANSWER -d

24.A is a promotion strategy that calls for using the sales force and trade

promotion to move the product through channels.

a) push strategy

b) pull strategy

c) blocking strategy

d)integrated strategy

ANSWER -a

25.Which of the following strategies is usually followed by B2C




companies with respect to promotion strategy?

h) Push strategy

b) Pull strategy

c) Blocking strategy

d) Integrated strategy

ANSWER -b

26. ___________ is financial support of an organization, person, or activity

exchange for brand publicity and association.

A. fellowship.

B. sponsorship.

C. loan.

D. bargain.

ANSWER: B

27. Connecting millions of users worldwide, the ____________has truly created a

seamless market and a global consumer.

A. Media

B. Advertisements

C. Information

D. Internet

ANSWER: D




28.Account services are also called as_______________.

A. client services.

B. public services.

C. company service.

D. promotional service.

ANSWER: A

29. ________is a departments within a company that is responsible for producing

some or all of that company's marketing communication.

A. Full-service agency.

B. In-house agency.

C. Marketing agency.

D. PR agency.

ANSWER: A

30. _________manage a company's brand and product line.

A. Brand assistants.

B. Brand executives.

C. Brand managers.

D. Brand associate.

ANSWER: C

31. Who develop the verbal brand message?

A. Designers.

B. Directors.

C. Copy writers

D. Creative directors.

ANSWER: C




32. Who controls the flow of work through the approval and production process?

A. Traffic manager.

B. Media manager.

C. Free lancer.

D. Creative director.

ANSWER: A

33. Who oversee the logistics and cost of producing radio and tv commercials?

A. Directors.

B. Producers.

C. . Actors.

D. Editors.

ANSWER: B

34. A special magazine advertising section in which ads are interpersed with

related editorial material foussing on a single theme is known as

A. advertorial

B. editorial

C. campaign

D. billboard

ANSWER: A

35. ________helps to improve the understanding of consumers and to identify the

most appropriate audiences or clients marketing communication messages.

A. Media.

B. Research.

C. Ads.

D. Marketing.

ANSWER: B

36. _______ is a document that is given to the creative team to help in their




planning of the message execution.

A. Ad copy.

B. Ad budget.

C. Creative brief.

D. Ad plan.

ANSWER: C

37. A message schedule that combines the steady pattern of continuity with

intermittent periods of intense advertising activity is called

A. Flighting

B. Pulsing

C. puffery .

D. morphing.

ANSWER: A

38. Institutional and ideas advertising are designed to create a favorable

___________and acceptability.

A. demand

B. attitude

C. awareness

D. opinion

ANSWER: B

39. ________ forms counsel companies about public opinion and has to manage

their relationship with various stakeholders

A. Marketing.

B. Advertising.

C. PR.

D. Creative.

ANSWER: C




Unit 2

40. ___________firms offer graphic design services for all brands and for all

media forms.

A. Call center.

B. Design studios.

C. Production houses.

D. Internet companies.

ANSWER: B

41. Product and service advertising, the objective is to inform the consumers and

generate __________________ A. acceptability

B. attitude

C. awareness

D. demand

ANSWER: D

42. ___________ is a container and conveyor of information.

A. Packaging.

B. Personal selling.

C. Publicity.

D. Sales promotion.

ANSWER: A

43. ________firms specialize in e-commerce and interactive media.

A. PR.

B. Marketing.

C. Internet.

D. Ad.

ANSWER: C




44. _________firm valuates marketing communication idea and tests their

effectiveness.

A. PR.

B. Research.

C. Internet.

D. Advertise.

ANSWER: B

45. B2B is _________.

A. Business to Business.

B. Brand to Business.

C. Business to Brand.

D. Brand to Brand.

ANSWER: A

46. B2C is __________.

A. Brand to Consumers.

B. Business to Consumers.

C. Brand to Compete.

D. Brand to Customers.

ANSWER: B

47. P&G is __________.

A. Procter and Gamble.

B. Producer and Gamble.

C. Product and Gamble.




d) price and Gamble.

ANSWER: A

48. Handwritten posters in the sixteenth and seventeenth century which are

considered to be forerunners of advertising are known as

A. billboards

B. siquis.

C. posters

D. pamphlets

ANSWER: B

49. GE is ___________.

A. Geo Effect.

B. General Electric.

C. General Effect.

D. Geo Energy.

ANSWER: B

50. _____________________is defined as a communication that aims at raising

money from primary or secondary markets.

A. Advocacy advertising

B. Generic Advertising

C. Financial advertising

D. Surrogate Advertising

ANSWER: C




51. . ________ is a series of interaction between customers and a company over a

time.

A. Customer Service.

B. Client Service.

C. Customer relationship.

D. Client relationship.

ANSWER: C

52. __________are distinctive graphic designs used to communicate a product,

company, or organization identity.

A. Captions.

B. Copy.

C. Logos.

D. Design.

ANSWER: C

53. ________is the process of creating a brand image that engages the heart and

minds of customers.

A. Planning.

B. Branding.

C. Promoting.

D. Selling.

ANSWER: B




54. ____________are advantages that allow a product to satisfy customers needs

wants or desires.

A. Benefits.

B. Prices.

C. Brands.

D. Offers.

ANSWER: A

55. ___________ is a visualization technique that indicates how customers

perceive competing brands.

A. Repositioning.

B. Perceptual mapping.

C. Brand Identification.

D. Brand Positioning.

ANSWER: B

56. The literal meaning of trademark is ___________.

A. matter of a trade.

B. mark of a trade.

C. master of trade.

D. minister of trade.

ANSWER: B

57. __________is a communicated by product uniformity.

A. Accessibility.

B. Consistency.

C. Responsiveness.

D. Commitment.




ANSWER: B

58. ___________is the degree of attachment that customers have to a brand as

expressed by repeat purchases.

A. Brand Community.

B. Brand Loyalty.

C. Brand image.

D. Brand identity.

ANSWER: B

59. ___________is the collections of customers who own the same brand ad enjoy

talking to each other, sharing and solving brand related problems.

A. Brand community.

B. Community network.

C. Social network.

D. Brand network.

ANSWER: A

60. __________ is the application of an established brand name to new product

offerings.

A. Brand extension.

B. Brand image.

C. Brand identity.

D. Brand community.

ANSWER: A




61. Surrogate advertising refers to the strategy used by companies and advertisers

to promote a product________________

A. clandestinely

B. directly

C. ethically

D. favorably

ANSWER: A

62. ________is two way communication that sends and receives messages from

customers and other

A. Hyper activity

B. Interactivity

C. Interoperability

D. Dialogue

ANSWER: B

63. _______ is a clever phrase that serves as a reminder of a brand, company

image, or campaign theme.

A. Caption

B. Body copy

C. Display copy

D. Slogan

ANSWER: D

64. _______ is the text of the brand message.

A. Caption

B. Body copy

C. Display copy

D. Slogan




ANSWER: B

65. _________ is copy in a type size larger than that of the body copy and meant to

entice readers into reading the body copy.

A. Body copy.

B. Display copy.

C. Caption.

D. Headline.

ANSWER: B

66. ___________ are verbal explanations of visuals.

A. Captions

B. Call-outs

C. Tag-line

D. Signature

ANSWER: A

67. ________ is also called as logo.

A. Signature.

B. Tagline.

C. Captions.

D. Design.

ANSWER: A

68. __________ is short songs that deliver a brand story in an easy-to-sing format.

A. Melody.

B. Jingles.

C. Rap.

D. Jazz.

ANSWER: B




69.. _______ is a series of key visuals and accomplishing dialogue that explains a

TV commercial.

A. Video script.

B. Audio script.

C. Story board.

D. Frames.

ANSWER: C

70. ________ contains the published rates and ad space availability for a

particular media such as a web site.

A. Rate card.

B. Data card.

C. Guarantee card.

D. Privilege card.

ANSWER: A

71. Dividing the market based on age, income, gender, educational qualification is

known as

A. branding

B. demography.

C. targetting

D. positioning

ANSWER: B

72. Legend is another name for

A. caption.

B. slogan

C. title

D. logo.

ANSWER: A




73. ________ ads appear when a viewer closes a page or site.

A. Pop-ups.

B. Banner.

C. Classified.

D. Display.

ANSWER:

A 74. _______ is copy strip added over a poster advertisement.

A. Snipe.

B. Split.

C. By-line.

D. Caption.

ANSWER: A

75. _________ is two or more oversize pages that fold out from the magazine.

A. Gate-folds.

B. Pop-ups.

C. Pop-unders.

D. Strips.

ANSWER: A

76. ________ is the ads that bound into the magazine that are printed on heavier

paper than the rest of the magazine.

A. Gate-folds.

B. Pop-ups.

C. Tip-ins.

D. Strips.

ANSWER: C




77. _______ is the esteem that a company or brand has in the eyes of its

stakeholders.

A. Respect.

B. Reputation.

C. Award.

D. Brand.

ANSWER: B

78. Generic advertising, also known as _______________demand advertising.

A. secondary

B. primary

C. tertiary

D. exclusive

ANSWER: B

79. Any printed material sent through the mail directly to prospective customers

is known as________.

A. direct mail advertising.

B. online advertising.

C. web advertising.

D.attachments.

ANSWER: A

80. The blank space between margins of facing pages of a publication is ______.

A. folds.

B. gutter.

C. splits.

D. inches.

ANSWER: B




81. Head & Shoulders is a power brand from _________.

A. P&G.

B. Unilever.

C. Johnson & Johnson.

D. Cavinkare.

ANSWER: A

82. What is AIDA?

A. Advertisement, Interest, Demand, Acquire.

B. Action, Interest, Desire, Attention.

C. Attraction, Interest, Desire, Attention.

D. Attention, Interest, Desire, Action.

ANSWER: D

83. 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

84. _________ 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

85. Which of the following is NOT a requirement for setting advertising

objectives?

A. Objectives must specify the amount of change.

B. Objectives must be realistic.

C. Objectives must be stated in terms of profits.

D. Objectives must be clear and in writing.

ANSWER: C

86. ____________ 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

87. ______________ is a regular program sponsored by only one advertiser.

A. Program sponsorship.

B. Franchise.

C. Half program.

D. Full program sponsorship.

ANSWER: D

88. Which is a consumer magazine not classified to specific audience? A. Film

magazine.

B. General editorial magazine.

C. Women's magazine.

D. Kids magazine.

ANSWER: B




Unit 3

89. ____________ 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

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

A. Down link.

B. Duplication.

C. Hiatus.

D. Imprint.

ANSWER: C

91. ____________ is an extended degree of consumer awareness of an

advertisement within a specific media.

A. Impact.

B. Alternate.

C. Choice.

D. Impression.

ANSWER: A

92. PACT principles of advertising was given by

A. David Ogilvy

B. Russel.H. Colley

C. Roosser Reeves

D. J Walter Thompson

ANSWER: B




93. The creative point in advertising where the search for a "big idea " takes pace

is known as

A. Ideation

B. conceptualisation.

C. visualisation

D. promotion

ANSWER: C

94. A type of media schedule in which ads are run only on specific days is known

as

pulsing

B. blinking

C. periodical ads

D. telemarketing

ANSWER: B

95. ____________ is a reduction from regular rates when advertising contracts to

use quantities of advertising.

A. Discount.

B. Allowance.

C. Valuation.

D. Correction.

ANSWER: A

96. ____________ 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




97. _____________ 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

98. Drawings of a series of sequential frames to indicate the conception of a

television commercial is known as

A. sequences

B. story board

C. frames

D. copy

ANSWER: B

99. Core brand values should be predictable via________.

A. consistent messages.

B. conservative messages.

C. contradictory messages.

D. conflicting messages.

ANSWER: A

100. 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




101. Which of the following is NOT an area of dependability for people who work

in an advertising agency?

Creativity.

B. Printing.

C. Buying.

D. Research.

ANSWER: B

102. Infomercials often look like other types of television shows, including

________.

A. news shows.

B. live, audience-participation shows.

C. reality shows.

D. talk shows.

ANSWER: A

103. Create services are two pronged, and involve copywriting and ____________

A. account planning

B. branding

C. media Planning

D. graphics

ANSWER: D

104. Lintas and Mudra communications, started as ______________of Hindustan

Unilever Ltd., and Reliance, respectively.

A. full service

B. house agencies

C. A la carte agencies

D.medium agency

ANSWER: B




105. 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

106. 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

107. Positioning is a concept given by

A. Al Ries and Jack trout

B. Rooser Reeves

C. Alex osborn

D. Abraham Maslow

ANSWER: A

108. Placement of advertisements inside or outside transportation vehicles is

known as

A.aerial advertising

B. transit advertising.

C. speciality advertising

D. place based advertising.

ANSWER: B




109. _______________ the number of people or households who are exposed to a

medium.

A. Audience

B. Television

C. News

D. Radio

ANSWER: A

110. 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

111. 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

112. The effectiveness of advertising is improved through ________________.

A. ad tracking.

B. marketing research.

C. advertising research.

D. copy testing.

ANSWER: C




113. The practice of making spoofs or parodies of corporate and political

advertisement is known as _______________.

A. culture jamming.

B. ad busters.

C. political advertising.

D. subvert sing.

ANSWER: D

114. Account planning is a much tasked about, much hyped function is also

referred to as the______________

A. boutique function

B. prime function

C. ghost function

D. non-prime function

ANSWER: C

15. An agency can also handle overall advertising and ________ strategy and sales

promotions for its customers.

A. brand management.

B. brand.

C. product placement.

D. advertising.

ANSWER: A

116. Mixing continuity and flighting strategies in media scheduling is known as

A. pulsing

B. reach

C. pushing

D. flighting

ANSWER: A




117. Typical ad agency clients contain businesses and ________, non-profit

organization and government agency.

A. corporate law.

B. company.

C. companies law.

D. corporation.

ANSWER: D

118. ________ 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

119. Palmer opened the first American advertising agency, in ________ in 1850.

A. Pennsylvania

B. Philadelphia

C. Allentown, Pennsylvania

D. Pittsburgh

ANSWER: B

120. Infomercials proliferate in the US after 1984 when the ________ eliminated

regulations that were established in the 1950s and 1960s to govern the commercial

content of television.

A. federal communications commission.

B. CBS. C. ultra high frequency.

D. mobile television.




ANSWER: A

121. Some television stations chose to air infomercials as an alternative to the

previous perform of ________.

A. sign-off.

B. sign-on.

C. ITV1.

D. ITV.

ANSWER: A

122. Sponsorship belongs as the promotional tool to

A. business marketing.

B. marketing.

C. marketing management.

D. advertising.

ANSWER: B

123. An out of home medium that includes posters, on vehicles is known as

A. transit advertising

B. trade advertising

C. publicity

D. professional advertising

ANSWER: A

124. An increased schedule of advertising above normal levels during peak selling

periods is known as

A. pulse

B. pitch

C. blink

D. bleed

ANSWER: A




125. The primary levels of human needs is given by

A. Herzberg

B. Freud

C. Abraham Maslow

D. Richard Petty

ANSWER: C

126. ____________________ use many kinds of headlines and copy styles, using

various appeals keeping in view the product attributes and consumer profile.

A. Illustrators

B. Copy writers

C. Artists

D. Animators

ANSWER: B

127. An series of messages that divide a single idea and theme which make up an

integrated marketing communication (IMC) is known as

A. advertising campaign

B. advertising research.

C. clutter

D. product placement.

ANSWER: A

128. Brand names that other companies can buy the right to use is known as

A. brand image

B. licensed brands

C. brand identity.

D. brand positioning

ANSWER: B




129. Majority of the ads appearing online are

A. Banner advertisements.

B. pop- up advertising.

C.Display advertising

D. Corner Ads

ANSWER: A




Unit 4

130. Many advertising experts call the creative brief as the

_____________________

A. road map

B. blue print

C. out line

D. key praise

ANSWER: A

131. SWOT is an acronym for .

A. Strengths, Weaknesses, Opinion and Threats

B. Strengths, Weaknesses, Opportunities and Threats.

C. Strengths, Weaknesses, Opportunities and Thrust. .

D. Strengths, Weaknesses, Opportunities and Trust

ANSWER: B

132. A printed information form listing a publications advertising rates is known

as

A. Info Card

B. rate card

C. Ad card

D. premium card

ANSWER: B




133.Advertising used to communicate an organisations views on issues that affect

society or business is known as

A. Advocacy advertising

B. Institutional advertising

C. Purposeful advertising

D. Emotional Advertising

ANSWER: A

134. ______________is the process of forming a mental image picture, or

representation of an object or idea.

A. Creativity B. Visualization

C. Brain Storming

D. Pitching

ANSWER: B

135. To identify the background, learning characteristics, and prerequisite skills

of the audience we need to carry out _______________________.

A. task analysis.

B. media analysis.

C. situational analysis.

D. audience analysis.

ANSWER: D

136. The specific approach advertisers use to communicate about the products to

satisfy customer needs is

A. Discounts.

B. Appeal

C.segmentation

D. situation analysis.

ANSWER: B




137. The intrinsic value or worth of a brand is known as

A. Brand Image

B. Brand personality.

C. Brand equity

D. Brand positioning

ANSWER: C

138. Which of the following is not considered part of the carefully blended mix of

promotion tools?

A. Direct marketing.

B. Advertising.

C. Sales promotion.

D. Relationship marketing.

ANSWER: D

139. The total number of different people or households exposed to an advertising

schedule during a given time is known as

A. push

B. outcome

C. reach

D. feedback

ANSWER: C

140. _________ is an identifying announcement of sponsorship at the beginning,

end, or breaks of radio and television sponsored programs.

A.Digital flex.

B. Mobile billboard.

C. Online advertising.

D. Billboard.

ANSWER: D




141. 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

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

A. Leaflet.

B. Brochure.

C. Pamphlet.

D. Hoarding.

ANSWER: B

143. Misleading ads are prohibited in India under the_________________Act.

A. ASCI

B. IPR

C. Copyright

D.Monopolies and Restrictive Trade Practices

ANSWER: D

144. 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




145. ____________ 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

146. __________________refers to a situation when an advertiser withdraws the

product advertised and substitutes it with a different quality product.

A. Surrogate advertising

B. Disparagement

C. Bait-and-switch

D. Remediation

ANSWER: C

147. ____________ is a term used to define a medium geographical potential.

A. Transmitter.

B. Antenna.

C. Mass audience.

D. Coverage.

ANSWER: D




148. . _____________ 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

149. Advertising in a directory is ______________.

A. delivery advertising.

B. directory advertising.

C. direct advertising.

D. dynamic advertising.

ANSWER: B

150. 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

151. ______________ is one of the doyens of Indian advertising.

A. Alque padamsee

B. Piyush Panday

C. R.K.Swamy

D. Subhash Ghosal

ANSWER: C




152. Brand positioning : Strategies for Competitive advantage is authored by

______________.

A. Michacl Schudson

B. Subroto sengupta

C. John Sinclair

D. Subhash Ghosal

ANSWER: B

153. Russel H colley pioneered the approach called DAGMAR which stands for

A. Defining Advertising Goals For Measured Advertising Results

B. Defining Advertising Goals For Measuring and Achieving Results

C. Delivering Advertising Goals for Measured Advertising Results

D. Developing Advertising Goals For Mixed Advertising Responses

ANSWER: A

154. _______________ is called the Mecca of rural advertising.

A. Sri Lanka

B. Africa

C. Pakistan

D. India

ANSWER: D

155. Coca-Cola India has undertaken various, CSR activities in the field of

______________.

A. Sanitation

B. Environment

C. Water harvesting

D.Healthy active living

ANSWER: C




156. ________________ is an advertising agency established by a company to look

after its advertising requirements.

A. House agency

B. Full-service agency

C. Ala Carte agency

D. Industrial agency

ANSWER: A

157. _________________ is a weekly of the leading Indian financial daily the

economic times.

A. A & M B. Research Digest

C. Brand Equity

D. Business world

ANSWER: C

158. Consumer behavior is considered ________________.

A. Habitual B. Positive

C. Negative

D. Natural

ANSWER: A

159. Research plays a critical role in advertising ______________.

A. Brand development

B. Product-perception

C.Uncertainty

D. Decision making

ANSWER: D




160. Segmentation helps Multi-brand advertisers to avoid _________________.

A. Brand images

B. Brand cannibalization

C. Brand loyalty

D. Brand power

ANSWER: B

161. _________________ are always worried about safety and security, are

cautions consumers.

A. Strives

B. Actualizes

C. Strugglers

D. Believers

ANSWER: C

162. Perceptual mapping is based on __________________.

A. Consumer Preference

B. Brand preference

C. Order of preference

D. Situation analysis

ANSWER: D

163.When creativity is referred in the context of advertising, it is

_______________.

A. Purposive

B. Informative

C. Frequent

D. Rare

ANSWER: A




164. A straight radio announcement usually delivered by one person , woven into

a show or tailored to a given program is known as

A. Integrated Commercial

B. Joint Commercial

C. Informercial

D. Announcement

ANSWER: A




Unit5

165. An ideal _____________ has to work as a bridge between research and

communication strategy.

A. Idea

B. Brainstorming

C. Creativity

D.Creative brief

ANSWER: D

166. Indian advertising has for long been criticized for ________________.

A. Flattery

B. Plagiarism

C.Exaggeration

D. Surrogate

ANSWER: B

167. Media planning has become increasingly _____________________.

A. Digital

B. Innovative

C. Creative

D. Scientific

ANSWER: D

168. ___________________ is defined as a communication that aims at raising

money from primary or secondary markets.

A. Retail advertising

B. Financial advertising

C. Educational advertising

D. Trade advertising

ANSWER: B




169. The MRTP Act has two aspects, namely restricting ________________ and

curtailing restrictive trade practices.

A. Monopoly

B. Competition

C. Oligopoly

D. Economy

ANSWER: A

170.The ________________ ad for its 'while perfect' whitening range was

discontinued when the ASCI intervenes to say that it was 'Misleading'.

A. L'Oreal

B. Nivea

C. Fair and lovely

D. Garnier

ANSWER: B

171. Consumer research has developed as an off shoot of ________________

A. market research

B. advertising research C. product research

D. positioning research

ANSWER: A

172. _______________is a well known promotion and advertising research firm in

the US with global services.

A. ACNielsen

B. IMRB

C. MARG

D. CMS

ANSWER: A




173. Competitive activity research is also referred to as _______________

A. positioning research

B. perceptual Mapping

C. situation analysis research

D.pre-test

ANSWER: C

174. Effectiveness of ads, often determined by recall, measuring memory, or

awareness of ad slogans are part of _____________

A. pre test research

B. post test research

C. audience research

D. tracking research

ANSWER: B

175. Testing with a potential group of focussed users is

A. Pre-Testing

B. post- testing

C. concurrent testing

D. validation

ANSWER: A

176. ______________________is often referred to as the Father of modern

advertising.

A. Thomas Barratt

B. Piyush Pandey

C. David Oglivy

D. Alyque Padamsee

ANSWER: A




177. The first ad agency was set up by____________.

A.Gutenberg.

B. Volney palmer.

C. Kuleshov.

D. E.S. Porter.

ANSWER: B

178. _______________ is the most widely used and most visible of promotional

tools in marketing.

A. Publicity

B. Public Relational

C. Advertising

D. Propaganda

ANSWER: C

179. 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

180. All marketing activities that attempt to stimulate quick buyer action or

immediate sales of a product are known as __________.

A. sales promotion.

B. sponsorship.

C. advertising.

D.publicity.

ANSWER: A




181. The purpose of advertising is to motivate a desired_____________________

A. emotion

B. action

C. awareness

D. interest

ANSWER: B

182. 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

183. The product that reaches maturity and wide scale acceptance enter the

_______stage of advertising.

A. pioneer.

B. competitive.

C. retentive.

D. relative.

ANSWER: C




184. The product which is not recognized and it must be established is in _______

stage

A.pioneer.

B. competitive.

C. retentive.

D. relative.

ANSWER: B

185. 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

186. 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

A. appeal

B. need.

C. demand

D. desire.

ANSWER: A




187. A management orientation that views the needs of consumers as primary to

the success of the firm __________.

A. advertising concept.

B. promotional concept.

C. marketing concept.

D.target marketing.

ANSWER: C

188. Printed matter that runs over the edges of an outdoor board or of a page

leaving no margin is known as

A. solus

B. broadsheet

C. classified

D. bleed

ANSWER: D

189. Segmenting a market by creating a product to meet the needs of a elective

group or specialized group is ____________.

A. branding.

B. positioning.

C. planning.

D. promoting.

ANSWER: B




190. _____________________term is used to denote relevance, Significance,

importance, etc.,

A. Advertising

B. Salience

C. Subliminal

D. Puffery

ANSWER: B

191. __________ is the first person known to have worked on commission basis

A.Thomas Baratt.

B. Volney Palmer.

C. Edwin.S Porter.

D. Du Pont.

ANSWER: B

192. Which television Network started selling advertising sponsors?

A. Du Mont.

B. Du Pont.

C. BBC.

D. CNN.

ANSWER: A

193. ________ 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




194. _______ 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

195. __________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

196. _________execute and monitor the media schedule developed by media

planner.

A. Media executives.

B. Media buyers.

C. Media managers.

D. Media assistants.

ANSWER: B




197. The complete analysis and execution of the media component of a campaign

is _______.

A. media planners.

B. media strategy.

C. product promotion.

D. brand identity.

ANSWER: A

198.The group that composes the present and potential prospects for a product or

service is _________.

A. media planners.

B. media buyers.

C. target audience.

D. media executives.

ANSWER: C

199. ____________ builds affinity with spectators by sponsoring major events.

A. Product.

B. Price.

C. Competition.

D. Brands.

ANSWER: D

200. ____________are highly targeted brand-associated activities designed to

actively engage customers and prospects and generate publicity.

A. Events.

B. Exhibits.

C. Promotions.

D. Public relations.




ANSWER: A

DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI,PUNE

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