MCQ ON ADVERTISING ANALYTICS

1) Traditional Communication media involves:

a) TV
b) Radio
c) Print
d) All of the above

2) Advertising Analytics consists of:

a) Media Budget Decisions
b) Advertising effectiveness
c) Both (a) & (b)
d) None of the above

3) It is important for a marketer to set a Media Budget in order to

maximize advertising effectiveness.
a) True
b) False

4) Competitor Analyses is a part of:

a) Media Budget Decisions
b) Advertisement Effectiveness
c) Both
d) None

5) Which method is used to calculate the rate of change in demand as a

result of a change in advertising spending?
a) Delphi Technique
b) Elasticity Method
c) Competitor Analyses
d) None
6) Which method does the advertiser use to determine the scope of the
advertisement?
a) Decomposition
b) Elasticity Method
c) Delphi Technique
d) Competitor Analyses

7) In which form is allocation by Linear Programming carried out?

a) Elasticity Method
b) Delphi Technique
c) Decomposition
d) Objective and Task Method

8) Marketers use which of the following models to determine the effect

of individual budget items on revenue?
a) Statistical Modeling Technique
b) Elasticity Method
c) Delhi Technique
d) None

9) _______________ means measuring the impact of an advertisement

on an outcome of interest for the marketer such as Sales, Brand
Awareness
a) Media Budget Decision
b) Advertising Effectiveness
c) Both
d) None

10) A plan for assigning subjects to treatment conditions is referred to as

an experimental design.
a) True
b) False
11) Which designs allow researchers to test the impact of more than
one factor at a time
a) Full Factorial Design
b) Posttest only control group
c) One group pretest post test
d) None

12) A test market is a geographical area or population category that

is used to determine the feasibility of a product or service.
a) True
b) False

13) Pre-existing variations between the experiment and the control

group are taken into account in which of the following designs?
a) Pre-test – Post-test control group design
b) One group pretest-posttest
c) Post-test only control group
d) None

14) In a ___________situation, there is no control group

a) Pretest post test
b) Posttest only control
c) Both
d) None

15) Monitoring should preferably be performed for both the pretest

and test periods.
a) True
b) False
ANSWERS
1A
2C
3A
4A
5B
6A
7D
8A
9B
10 A
11 A
12 A
13 A
14 A
15 A