Online Quiz 2 MKT621 Spring Semester 2010

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1) Which one of the following methods can determine the advertising budget? Competitive parity method Rating method Gross percentage method Ratio method 2) In the Gillette advertisement that claims, "Gillette, the best a man can get, In communication model, Gillette is a: Receiver Transmitter Decoder Source 3) Which one of the following is the primary objective of a product in marketing process? Convenience Communication Customer solution Customer cost 4) Which one of the following is NOT the component of a radio commercial? Sound effect Audio Voice quality Lighting 5) Which one of the following is NOT included in physical distribution components? Channels Coverage Transportation Public relation 6) Which one of the following is NOT a synonym of Target Audience? Focus group Target customer Disbeliever customers Target market 7) Which one of the following is NOT a component of a product? Quality Design Credit term Packaging 8) Which of the following is in sequence with respect to the Advertising pyramid? SATISFACTION, DESIRE, INTEREST, ATTENTION, ACTION SATISFACTION, ACTION, INTEREST, DESIRE, ATTENTION SATISFACTION, ATTENTION, ACTION, DESIRE, INTEREST SATISFACTION, ACTION, DESIRE, INTEREST, ATTENTION 9) Informing is broad communication objective of advertising. Which one of the following is the component of informing? Make consumers aware of new product Announcing a new price of product Explaining how a product works All of the given options 10) In a TV ad a celebrity tells you about the functions and utilization of a product. Which of the following appeals is used in this advertising?

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Rational appeal Emotional appeal Moral appeal Natural appeal 11) Which one of the following problem solving techniques is considered old one? RACE ROPE RIPE RISK 12) Which of the following components compare and measure the achievement of objectives in an advertising campaign? Pre campaign Mid campaign Post campaign Future campaign 13) Which kind of advertisement it will be if a non-profit institution sponsors it? Institutional advertising Corporate advertising Commercial advertising Non-commercial Advertising 14) Which one of the following advertising promotes company name instead of promoting its products? Institutional advertising Direct response advertising Public service advertising Political Advertising 1) There are many definitions of "Advertising". Which of the following is a key parameter to define advertising? Identifiable Sponsor Competitive Advantage Target Audience Company Mission 2) Which one of the following defines the Advertising ethics? Universal codes of business practice Societal orientated behavior by firms A culturally conditioned agreement on what constitutes right and wrong Honesty to a firm's customers 3) All of the following are the major stages of Marketing process EXCEPT: Market environment analysis Target market & positioning process Analysis of companys annual report Marketing mix decision 4) Yellow pages represent which one of the following type of advertising? Select correct option: Interactive Advertising Institutional Advertising Directory Advertising Retail or Local Advertising 5) which one of the following media has audio and video attraction? Select correct option: Radio

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Magazine TV Newspaper 6) which one of the following post campaign tests includes the Aided and Unaided test method? Select correct option: Inquiry test Sales test Recall test Recognition 7) which one of the following is NOT the purpose of advertising agency? Select correct option: Advice & counsel on marketing strategy Advice & counsel on advertising and media strategy Help & counsel on sales promotion & other communication tasks Advise in product development and modification 10) The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer's agreement to feature the manufacturer's products in some way is called: Select correct option: Discount Allowance Premium Rebate RACE strategy is one of the oldest problem-solving techniques and it was proposed by: Kleeppner

Johan Martson
Jerry Hendrix E.K. Strong

Which one of the following models used to explain "How the advertising works? ADD AIDA PEST

SWOT
In following Advertising Hierarchy Models, at which stage a person shows understanding and thinking behavior.

Cognitive stage
Affective stage Behavior stage Action stage

RACE and ROPE are two problem-solving strategies. Which of the following factors are common in both strategies?

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Research, Action Research, Objective

Research, Evaluation
Research, Communication

All of the following are the components of price, EXCEPT: List price Discount

Warranties
Payment mode

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When 1st newspaper ad, seeking buyer for an Oyster Bay was published? 1706 1708 1712

1704
Which one of the following is the example of interactive advertising? TV

Radio
Cable Internet

After watching the 30-minute infomercial on surf excel, Sana was certain that cleaning product would remove the grape juice stain from her white shirt. In terms of the communication process, Sana had engaged in which of the following position? Receiving Encoding

Decoding
Messaging

When a famous beverage brand was registered as a trade mark? 1892 1895 1898

1893
In which one of the following components, agency analyzes whether message content & presentation will perform as desired or what changes may be required?

Copy research http://vustudents.ning.com/

4

Media research Market research Distribution research Which one of the following components gives Vague & diffused message about product? Focused Utilitarian

Non specific
Service scheme

Which one of the following is NOT included in physical distribution components? Channels Coverage Transportation

Public relation
Which of the following tools is mostly costly but has less per audience cost than all tools?

Advertising
Public Relations Publicity Sale Promotion

Which of the following refers to potential audience might be exposed to the advertising message? Reach Frequency Scheduling

Coverage
Which one of the following is NOT a synonym of Target Audience? Focus group Target customer

Disbeliever customers
Target market

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Which one of the following is a broad set of communication activities used to create and maintain favorable relations between the organization and its publics? Advertising Sales Promotion Public Relation Publicity

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Which one of the following is NOT a part of Advertising Pyramid? Attention Desire Need Interest Which one of the following types of advertising promotes products, services or ideas with the expectation of making a profit? Product advertising Commercial advertising Non-commercial advertising Action advertising Which one of the following components accesses the actual behavior of the customer towards a particular advertising campaign? Pre campaign Mid campaign Post campaign Future campaign Which one of the following tools is NOT used to decide 'Advertising Reach'? Gross Rating Point (GRP) Program Rating (PR) Targeting Rating Point (TRP) Competitive Parity Rating (CPR) Advertising can be used to sell: Product Services Idea All of these Nestle gave an advertisement, Nestls makes the very best chocolate, which one of the following claim they have used in this advertisement? Puffery Weasel claim Shock ad Emotional ad http://vustudents.ning.com/ Keep in mind the creative process of advertising, which of the following means; "taking the information, working with it and thinking about it in the mind". Immersion Incubation Digestion

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Verification Which one of the following is NOT an ingredient of a Promotion mix? Direct marketing Sales promotion Warehousing Advertising Which one of the following is the basic purpose of marketing? Identify target customers Identify needs and demands of customers Identify market segment Identify buyers and sellers What is the task of a copywriter? Writing ads for different media Evaluate marketing date Editing and re writing copy All of these http://vustudents.ning.com/ There are many definitions of "Advertising". Which of the following is a key parameter to define advertising? Identifiable Sponsor Competitive Advantage Target Audience Company Mission Which one of the following is the basic equation of VALUE? Value = brand image / cost Value = cost / convenience Value = cost / loyalty Value = benefit / cost

Which one of the following is NOT included in initial briefing of accounts department in pre placement evaluation? Budget Price Competition Production http://vustudents.ning.com/ If a company's customers are concentrated in a small geographic area and the company sells technical products, which one of the following promotion methods is better? Advertising Publicity Personal selling Public relation A message in form of news story about an organization, its product, or both that is transmitted through

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a mass medium at no charge is known as: Advertising Publicity Sales promotion Public Relations Which promotion mix ingredient costs considerably more than advertising to reach one person but can provide more immediate feedback? Publicity Sales Promotion Personal selling Public relations Advertising is a major ingredient of promotion mix that is: Paid form of personal communication Paid form of non personal communication Non paid form of personal communication Non paid form of non personal communication All of the following are the major stages of Marketing process EXCEPT: Market environment analysis Target market & positioning process Analysis of companys annual report Marketing mix decision Which one of the following is having overall in- charge for the creative and the artwork of agencys clients? Media planner Media director Creative director Account director Which one of the following is NOT a part of Advertising Functions? To make product distinct from others To publicize a product To communicate information To push the customers Which one of the following components gives Vague & diffused message about product? Focused Utilitarian Non specific Service scheme Informing is broad communication objective of advertising. Which one of the following is the component of informing? Make consumers aware of new product Announcing a new price of product Explaining how a product works All of the given options

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