CHAPTER 01: EVOLUTION OF ADVERTISING
Q1.Advertising is any paid form of non-personal ______ and promotion of ideas, goods and services by an identified sponsor.
Presentation Correct Answer
Q2.What do we call a person who first suggests the idea of buying something?
Influencer
Initiator Correct Answer
Q3.The first step in developing an advertising program should be to:
set advertising objectives. Correct Answer
Q4.Actual products are the services which fulfill the ________________________benefits.
Core product Correct Answer
Q5.In the 18th century advertisements started to appear in weekly newspapers in _____________.
England Correct Answer
Q6.In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the message will be:
meaningful. Correct Answer
Q7.Which marketing strategy must interact efficiently with consumer to establish superior value during service period?
Traditional marketing mix Correct Answer
Q8.Promotion has to be given a little more importance in marketing services due to the ________________
Tangible and intangible characteristics Correct Answer
Q9.Advertising appeals should have three characteristics. All of the following are among those characteristics EXCEPT:
be tasteful. Correct Answer
Q10.Emergence of ______ marketing and social media has definitely helped the best advertisers to exploit the social media marketing platform to the best way.
Digital Correct Answer
Q11.Creative without strategy is called art. Creative with strategy is called advertising. Who said it?
Jef I. Richards Correct Answer
Q12.It provides the communication link between someone, who needs something, is' often just that simple. The advertiser provides information to person who is seeking it.
Information Correct Answer
Q13.Advertising is an audio or visual form of marketing ______ that employs an openly sponsored, non-personal message to promote or sell a product, service or idea
Communication Correct Answer
Q14.Some of the earliest traces of what could be called advertising were found in:
ancient Rome. Correct Answer
Q15.Business market strategies stimulate a customer to take action towards the buying decision is known as
Promotional market Correct Answer
Chapter 02: Advertising: An Introduction
Q1.All of the following would be major sales force management decision steps EXCEPT:
Global management and marketing structures Correct Answer
Q2.The six steps or movements towards the purchase of a product or service - awareness to knowledge, liking and preference, conviction and purchase refers to…..
AIDA Model
TRIM Model
HoE Model Correct Answer
DAGMAR
None of these
Q3.Which of the following major promotional tools use press relations, product Publicity, corporate communications, lobbying, and public service to communicate Information?
Public relations Correct Answer
Q4.___________________ is used heavily when introducing a new product category.
Informative advertising Correct Answer
Q5.Press Agentry Model of Grunig and Hunt’s Four PR Models refers to
Professional agents seek media coverage for a client, product, or event. Correct Answer
Q6.Another name for a company’s marketing communications mix is:
the promotion mix. Correct Answer
Q7.Which tool of the promotional mix is defined as any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor?
Sales promotion Correct Answer
Q8.___________ is the task of measuring advertisement effectiveness will not be intimidating if we clearly spell out the advertising goals.
Dagmar Approach Correct Answer
Q9.There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?
direct marketing Correct Answer
Q10.______________ is beleaguered interaction with customers and prospects using one or more media, such as direct mail, newspapers and magazines, television, radio, billboards, telemarketing, and
Marketing Communication Correct Answer
Q11.__________ involves marketing communication investments in events or causes for the purpose of achieving various corporate objectives.
Sponsorship Correct Answer
Q12.Building selective demand is the objective of which type of advertising?
informative advertising
persuasive advertising Correct Answer
Q13.Advertise is
advertise a product, for commercial purpose Correct Answer
Q14._____ is direct communications with carefully targeted individual consumers to obtain an immediate response.
Direct marketing Correct Answer
Q15.The _______________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.
marketing communications mix Correct Answer
Chapter 03: Advertising And Marketing
Q1.Increased competition leads to price decrease, increasing public awareness, sales volume increase significantly are the characteristics of ______________ in PLC.
Growth stage Correct Answer
Q2.Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?
Push strategy Correct Answer
Q3._______________________ Stage introduces a new product in the market.
Evaluation
Commercialisation Correct Answer
Q4.Which P is not included in the 7Ps of marketing mix?
Purpose Correct Answer
Q5.PLC in marketing represents two main challenges. 1st an organization must be good at developing new product to replace old ones and 2nd it must be good at _________________.
Selling Correct Answer
Q6.Which of the following is stage of Product Life Cycle?
Introduction Stage
Growth stage
Decline stage
Mature stage
All of the above Correct Answer
Q7._______________________is one of the challenges presented by the Product Life Cycle for a product.
New product development Correct Answer
Q8.A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
integrated strategy Correct Answer
Q9.What is the marketing of product and service in which the offer itself is not intended to make any monitory profit is called
Non profit marketing Correct Answer
Q10.The concept of Marketing Mix was developed by
N.H. Borden Correct Answer
Q11.In “Product Life Cycle” a stage represents rapid growth of product sale knows as
Growth phase Correct Answer
Q12."Many people want BMW but few are able to buy" is an example of
Demand Correct Answer
Q13.According to which “an interacting, continuing future-oriented structure of people, equipment and procedure design to generate and process an information flow.”?
MIS Correct Answer
Q14.Which is the ingredient of product mix?
Advertising
Public relation
Personal selling
Sales promotion
All of these Correct Answer
Q15.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?
sales promotion Correct Answer
Chapter 04: Brand Management
Q1.The_____________ describes how to guide integrated marketing to maximize competitive advantages.
brand positioning model Correct Answer
Q2.____________________ helps in identifying the product.
Brand Correct Answer
Q3.Trademarked devices that serve to identify and differentiate the brand is called
Brand elements Correct Answer
Q4.A marketer must understand about the importance of brand name that it must be easy to pronounce, easy to memorize, easy to recognize are the _______________________ of Branding.
General traits Correct Answer
Q5.A brand that is legally protected.
Trademark Correct Answer
Q6.AIDA stands for Awareness, ______, Desire and _____.
Interest; Action Correct Answer
Q7.If any customer is feeling that the company is delivering the product as its brand promises is called
Brand bonding Correct Answer
Q8._________ attributes are a set of characteristics that identify the physical, character and personality traits of the brand, similar to the attributes that allow us to consistently identify individuals.
Brand Correct Answer
Q9.Branding is a process through which marketers seeks to position and promote it product in the target market, by creating product _____________.
distinctions
differentiation
identification.
All of these Correct Answer
None of these
Q10.A Shoe marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?
Brand extension Correct Answer
Q11.A ___________ is a set of research procedures designed to provide timely, accurate, and actionable information for marketers so that they can make the best possible tactical decisions in the short run and the best strategic decisions in the long run.
brand equity measurement system Correct Answer
Q12.The _________ is a means to trace the value creation process for brands, to better understand the financial impact of brand marketing expenditures and investments.
brand value chain Correct Answer
Q13.In India a brand receives legal protection under which Act?
Trade and merchandise Act,1958 Correct Answer
Q14.Same brand name but different product is called
Line extension Correct Answer
Q15.________________includes brand association and brand personality.
Brand image Correct Answer
Chapter 05: Packaging
Q1.Packaging is viewed as a key marketing _____ for the companies, according to both their internal documents and also the retail press packaging has a wider reach than advertising and is the most explicit link between the company and the consumer.
tool Correct Answer
Q2.______ can be defined quite simple as an extrinsic element of the product an attribute that is related to the product but does not form part of the physical product itself.
Packaging Correct Answer
Q3.According to the American marketing association (1994) a _______ is a name, term sign, symbol or design, or a combination of them in tented to encourage prospective customers to differentiate a producer's products from those of competitors.
brand Correct Answer
Q4..______________ set(s) the floor for the price that the company can charge for its product.
Costs Correct Answer
Q5.The three layers of packaging are:
Primary, Secondary & shipping packaging Correct Answer
Q6._______ packaging is defined as pack modifications, including packaging materials or structure (method of opening or shape), and pack additions which includes the front and back of packs almost entirely dominated by health warnings (in case of cigarettes, tobacco, etc.)
Innovative Correct Answer
Q7.A label performs several functions for a product. These include all of the following EXCEPT
grades
classifies Correct Answer
Q8.Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and ________.
Market-skimming pricing Correct Answer
Q9.Which of the following is an example of tertiary packaging?
A shrink-wrapped pallet of orange juice. Correct Answer
Q10.At the very least, the _____ identifies the product or brand. It might also describe several things about the product.
label Correct Answer
Q11.Activities carry by company to design and produce a differentiated container for particular product is classified as
packaging Correct Answer
Q12.The Influence of Packaging Design Features
Colour
Shape
Size
All of these Correct Answer
None of these
Q13.________________, design and value packaging are used to promote the product, distinguishing product from competitors, communicate brand values and target specific consumer groups.
Packaging innovation Correct Answer
Q14.Use one of its existing brand names as part of a brand for an improved or new product; usually in the same product category 75% new products are branded extensions.
Brand–extension branding Correct Answer
Q15.All products are branded with the same name, or part of a name, i.e. HUL, promotion of one item also promotes other items.
Overall family Branding Correct Answer
Chapter 06: Marketing Segmentation
Q1.Geographic segmentation is about
Dividing markets based on location. Correct Answer
Q2.Concentrated marketing is based around:
Focusing marketing effort on one segment. Correct Answer
Q3.Discretionary options in flexible market offering consists of services and products elements that
Some segment members value Correct Answer
Q4.Lifestyle segmentation is about:
Understanding how people live and developing products/services that match that way of life. Correct Answer
Q5.Mass marketing is about
Aiming the product at the entire market. Correct Answer
Q6.In effective target market, marketers should focus on:
Market segmentation
Market Targeting
Market positioning
All of these Correct Answer
None of these
Q7.Segmentation on basis of values and attitudes and behavioral patterns is an example of
geographic location
cultural factors Correct Answer
Q8.A.I.O stands for:
Activities, Interest and Opinions. Correct Answer
Q9.crack, an famous ointment from paras pharmaceuticals is an example of _______
niche marketing correct answer
Q10.Segmentation of international markets on basis of monetary regulations is an example of
cultural factors Correct Answer
Q11.The first step in a marketing strategy
Segmentation into homogeneous clusters
Target marketing
Positioning through Marketing Mix
All of these Correct Answer
None of these
Q12._______________ exists when all consumers have almost the same preferences and the market reflects no natural segments.
Homogenous preferences Correct Answer
Q13.Market segmentation is the process of _______ a market of potential customers into groups, or segments, based on different characteristics.
dividing Correct Answer
Q14.Perceptual maps are used to
Aid in positioning a product or service Correct Answer
Q15.Segmentation done on broad target audience who has different preferences based on where they are located.
Geographic Correct Answer
Q1.________ exerts the broadest and deepest influence on buying behavior.
Social factors
Cultural factors Correct Answer
Q2.Consumer behaviour is the analysis of the behaviour of _____ and _____ who buy goods and services for _____ consumption
Individuals, households, personal Correct Answer
Q3.Social class is indicated by ________variables.
Several Correct Answer
Q4.Marketers often use the term ________ to cover various groupings of customers.
people
market Correct Answer
Q5.For the rural areas, the socioeconomic system use _________ of the chief wage earner.
Occupation and Type of home Correct Answer
Q6.A person’s _________ are all the groups that have a direct or indirect influence on their attitudes or behavior.
Reference groups Correct Answer
Q7.In business buying process, group who has formal authority of supplier selection is classified as user
buyer Correct Answer
Q8.________ reflects the perceived benefits and costs to customers
Satisfaction Correct Answer
Q9.Chacteristics of the location in which the purchase decision is made are known as
Physical Correct Answer
Q10.Mr. Lopez buys goods and services for use in the production of products that are sold and supplied to others. Mr. Lopez is involved in ________.
business buyer behavior Correct Answer
Q11.Stage in buying behavior which follows reviews of supplier proposals by business buyer is
supplier selection Correct Answer
Q12.Tendency to which results of innovation are communicated to others is classified as
communicability Correct Answer
Q13.________ is the fundamental determinant of a person’s wants and behavior.
Value Correct Answer
Q14.Whole sellers and retailers buying behavior is classified as
business buyer behavior Correct Answer
Q15.There are many large companies like IBM that have lost a chunk of their market share to nichers. Such form of confrontations have been termed as __________
Guerillas against Gorillas Correct Answer
Chapter 08: Classification And Types Of Advertising
Q1.It is geographical alternative for organizations.
Regional advertising Correct Answer
Q2.The goal of this type of advertising is to reinforce previous promotional activity by keeping the brand name in front of the public.
Reminder-Oriented Product Advertising Correct Answer
Q3.Types of Product advertising
All of these Correct Answer
Q4.Examples of durable goods are
machine tools and refrigerators Correct Answer
Q5.Institutional Advertising may be _____, persuasive or reminder oriented in character.
Formative Correct Answer
Q6._______ advertising is used extensively during periods of product shortages in order to keep the name of the company before the public.
Institutional Correct Answer
Q7.This may be useful when the product has achieved a favourable status in the market, i.e., maturity or declining stage.
Retentive Advertising Correct Answer
Q8.The marketer may use such promotion to generate exposure attention, comprehension, attitude change or action for an offering.
Product Advertising Correct Answer
Q9.This may be defined as "covering all advertising by the stores that sell goods directly to the consuming public. It includes, also advertising by establishments that sell services to the public, such as beauty shops, petrol pumps and banks."
Retail Advertising Correct Answer
Q10.The task of the ________ is complicated by the multiple buying influence characteristics like, the derived demand, etc. as objectives vary according to the firm and the situation.
Industrial Advertising Correct Answer
Q11.It conveys information about, and selling a product category rather than a specific brand that appeals consumer‘s emotions and rational motives.
Pioneering Advertising Correct Answer
Q12.Most ___________ concentrate on the overall image and desirability of the product.
National advertisements Correct Answer
Q13.It is useful when the product has reached the market-growth and especially the market-maturity stage. It stimulates selective. demand.
Competitive Advertising Correct Answer
Q14.It stimulates selective demand.
Competitive Advertising Correct Answer
Q15.This type of advertising is used in the introductory stages in the life cycle of a product. It is concerned with developing a primary. demand.
Pioneering Advertising Correct Answer
Chapter 09: Advertisement Planning,Strategy And Budgeting
Q1.Which of the following budget methods ignores the effects of promotion on sales?
affordable method Correct Answer
Q2.Developing an effective message strategy begins with identifying customer ___________ that can be used as advertising appeals.
benefits Correct Answer
Q3._________________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.
Television Correct Answer
Q4.The specification of the target audience should be a part of the _____________.
Marketing objective Correct Answer
Q5.matter how big the advertising budget, advertising can succeed only if commercials:
are economically feasible.
gain attention and communicate well. Correct Answer
Q6.In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the message will be:
meaningful. Correct Answer
Q7.In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising?
slice of life Correct Answer
Q8.All of the following are commonly recognized promotion budget formats EXCEPT:
the affordable method.
the LIFO method. Correct Answer
Q9.In terms of execution styles, which type of advertising makes no claim about the product except to suggest that the product is part of such feelings as love or beauty?
mood or imagery Correct Answer
Q10.The measure of how many times the average person in the target market is exposed to the message is called:
frequency. Correct Answer
Q11.In terms of execution styles, which type of advertising might show how a product contributes to a person's workout and health regime?
lifestyle Correct Answer
Q12.Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?
to make profits Correct Answer
Q13.Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?
competitive-parity method Correct Answer
Q14.After determining its advertising objectives, a company next sets its ____________ for each product.
advertising budget Correct Answer
Q15.Determining the promotion budget on the basis of financial availability of capital is characteristic of which of the following budget methods?
Affordable method Correct Answer
Chapter 10: Advertisement Scheduling
Q1.The model is also called bursting
Flighting Correct Answer
Q2.One of the arguments that supports the competitive-parity method for budgeting promotions is that:
it is generally the cheapest method of allocating funds. Correct Answer
Q3.Television and radio are the most used media types in this method.
Flighting Correct Answer
Q4.The key to selecting the right media source is to choose the source "that reaches the largest percentage of a particular target audience with the least amount of ____."
Waste Correct Answer
Q5.In a _________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period.
Dated Correct Answer
Q6.To be effective, ads should have some form of pattern (given that more than one ad is going to be used). If an advertiser were to schedule ads evenly over a given period of time, this pattern would be called:
Continuity Correct Answer
Q7.This model is very good option for the products or services which don‘t depend on season for advertisements.
Continuity Correct Answer
Q8.All of the following methods are used to budget advertising expenditures EXCEPT
Alternate-year budgeting Correct Answer
Q9.Reach and frequency are aspects of which part of an advertising plan?
Setting of sequential objectives Correct Answer
Q10.______ emphasizes that it is "essential to advertise consistently over a protracted period of time to achieve enough frequency to drive the message home."
Gordon Correct Answer
Q11.The first step in using the objective-and-task promotional budgeting method is to:
define specific advertising tools that can be afforded.
define specific objectives. Correct Answer
Q12.Sceduling ads unevenly, which is called ________, builds awareness that is intended to be carried over to the next advertising period.
Pulsing Correct Answer
Q13._________ refers to analytical methods for taking media decisions, and describe the process of taking the message across the target audience at the right time and reaching the right place.
Media planning Correct Answer
Q14.Media __________ is considered to be an art more than a science as it more refers to innovation and creativity.
Strategy Correct Answer
Q15.This method of scheduling is also known as the wave method in which, advertisements are bunched with the intention of providing a concentrated impact.
Flighting Correct Answer
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