

Media objectives are formulated

Selected 1. 
Answers: To help accomplish the advertising communications task and marketing objectives.
2. 
Objectives are translated into specific goals for the media programme and are limited
to those that can be achieved through media strategies.
Answers: 1. 
To help accomplish the advertising communications task and marketing objectives.
2. 
Objectives are translated into specific goals for the media programme and are limited
to those that can be achieved through media strategies.
3. 
To help accomplish complete profits and no losses.
4. 
All of these
 Question 2
1 out of 4 points
Choose the right option - The question may have more than one correct answer
The questions that arise due to the proliferation of a variety of products and an ever growing
number of marketers and a lot of communication are:
Selected Answers: 4. 
None of these
Answers: 1. 
To be noticed?
2. 
To be seen and heard in the crowd?
3. 
Persuading the consumer to act favourably?
4. 
None of these
 Question 3
4 out of 4 points
Choose the right option - The question may have more than one correct answer
The communicator must decide on the ways to use to structure the message, which can be:
Selected 1. 
Answers: Whether to draw a conclusion or leave it to the audience. Early research showed
that drawing a conclusion was usually more effective, however, more recent
research suggests that the advertiser is often better off asking questionsand
letting buyers draw their own conclusions.
2. 
Whether to present a one-sided argument, mentioning only the product’s
strengths or a two-sided argument, touting the product’s strengths while also
admitting its short-comings.
3. 
Whether to present the strongest arguments first or last. Presenting them first
gets strong attention, but may lead to an anti-climactic ending.
4. 
All of these
Answers: 1. 
Whether to draw a conclusion or leave it to the audience. Early research showed
that drawing a conclusion was usually more effective, however, more recent
research suggests that the advertiser is often better off asking questionsand
letting buyers draw their own conclusions.
2. 
Whether to present a one-sided argument, mentioning only the product’s
 strengths or a two-sided argument, touting the product’s strengths while also
admitting its short-comings.
3. 
Whether to present the strongest arguments first or last. Presenting them first
gets strong attention, but may lead to an anti-climactic ending.
4. 
All of these
 Question 4
4 out of 4 points
Choose the right option - The question may have more than one correct answer
According to the Murphy model of communication:
Selected 1. 
Answers: The sender encodes this idea and decides the oral, written or non-verbal
symbols which he will use to send the idea.
2. 
He uses the sending mechanisms, that is, his words, voice, hands or other
body parts to send the message.
3. 
Then the message is transmitted through a medium to the receiver. The
medium may be letter, telephone, etc.
4. 
The receiver receives the message through his receptor mechanisms, that is,
the ears (in case of oral message) or eyes (in case of written message).
Answers: 1. 
The sender encodes this idea and decides the oral, written or non-verbal
symbols which he will use to send the idea.
2. 
He uses the sending mechanisms, that is, his words, voice, hands or other
body parts to send the message.
3. 
Then the message is transmitted through a medium to the receiver. The
medium may be letter, telephone, etc.
4. 
The receiver receives the message through his receptor mechanisms, that is,
the ears (in case of oral message) or eyes (in case of written message).
 Question 5
4 out of 4 points
Choose the right option - The question may have more than one correct answer
Awareness of the existence of a product or organization is necessary
Selected 1. 
Answers: Before the purchase behavior can be expected.
2. 
Even after the awareness is created or else it gets neglected.
3. 
As neglect causes distraction by competing messages and the level of
awareness of focus product or organization will decline.
4. 
All of these
Answers: 1. 
Before the purchase behavior can be expected.
2. 
Even after the awareness is created or else it gets neglected.
3. 
As neglect causes distraction by competing messages and the level of
awareness of focus product or organization will decline.
4. 
 All of these
 Question 6
1 out of 1 points
Select the most appropriate option
Advertisers selling products and services appealing to broad target audiences find that by
using television they can reach mass markets in a ____-effective manner.
Selected Answer: 1. 
Cost
Answers: 1. 
Cost
2. 
Media
3. 
Customer
4. 
None of these
 Question 7
1 out of 1 points
Fit the best option
STP is concurrently a device and a decision process with [var0] milestones or gates.
Specified Answer for: var0 intrinsic
 Question 8
1 out of 1 points
Select the most appropriate option
One can also build their brand awareness on the Internet by advertising in online ______
Pages.
Selected Answer: 1. 
Yellow
Answers: 1. 
Yellow
2. 
Green
3. 
Information
4. 
None of these
 Question 9
1 out of 1 points
State whether the given statement is true or false
Traditional approaches to branding that put emphasis on mass media techniques seem
questionable in a market place where customers have access to massive amounts of
information about brands, products and companies and in which social networks have,
insome cases, supplanted brand networks.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 10
 1 out of 1 points
Select the most appropriate option
The one way communication process is ________, as the sender does not come to know
whether his message has been understood by the receiver or not.
Selected Answer: 1. 
Incomplete
Answers: 1. 
Incomplete
2. 
Complete
3. 
Better
4. 
None of these
 Question 11
1 out of 1 points
Select the most appropriate option
It is estimated that with proper _______, a moderate outdoor campaign reaches 75% adults
in a market at a minimum of 15 times in a 30-day period.
Selected Answer: 1. 
Placement
Answers: 1. 
Placement
2. 
Designing
3. 
Planning
4. 
None of these
 Question 12
1 out of 1 points
Select the most appropriate option
Evaluation of ____________ should involve multiple exposures to adverts and multiple
executions within campaigns in a complex environment, which includes other marketing
activities and competitive actions.
Selected Answer: 1. 
Effectiveness
Answers: 1. 
Effectiveness
2. 
Efficiency
3. 
Growth
4. 
None of these
 Question 13
1 out of 1 points
Select the most appropriate option
Internet promotion helps in saving ____ since it generally does away with counselling on
product uses and benefits, service information and sales administration.
 Selected Answer: 1. 
Time
Answers: 1. 
Time
2. 
Cost
3. 
Power
4. 
None of these
 Question 14
1 out of 1 points
State whether the given statement is true or false
The contribution of print media in providing information and transfer of knowledge is
remarkable.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 15
1 out of 1 points
Select the most appropriate option
The target audience might have product awareness but not know much more; hence
knowledge stage involves creating ______ knowledge.
Selected Answer: 1. 
Brand
Answers: 1. 
Brand
2. 
Awareness
3. 
Reputation
4. 
Buying
 Question 16
1 out of 1 points
State whether the given statement is true or false
A marketer or brand manager should never do without segmenting, targeting or positioning.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 17
1 out of 1 points
 State whether the given statement is true or false
According to Christine Wright-Isak, Ronald J. Faber and Lewis R. Horner in Measuring
Advertising Effectiveness (1997), there is a difference between short-term advertising effects
and long-term advertising effectiveness.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 18
1 out of 1 points
Fit the best option
According to the linear model of communication, a receiver passively receives the message
and acts as directed or desired by the [var0].
Specified Answer for: var0 sender
 Question 19
1 out of 1 points
Select the most appropriate option
Unlike advertising, publicity is not ____ for by the sponsor.  Thus, publicity is news carried in
the mass media about an organization, its products, policies, actions, personnel etc.  
Selected Answer: 1. 
Paid
Answers: 1. 
Paid
2. 
Marketed
3. 
Borne
4. 
None of these
 Question 20
0 out of 1 points
Select the most appropriate option
_______ is a person for whom the message is intended or aimed or targeted.
Selected Answer: 2. 
Choice 1 and 3
Answers: 1. 
 Decoder
2. 
Choice 1 and 3
3. 
Sender
4. 
Recipient
 Question 21
1 out of 1 points
Select the most appropriate option
The two way concept involves receiver as an _____ agent in the construction of meaning of
the message.
 Selected Answer: 1. 
Active
Answers: 1. 
Active
2. 
Passive
3. 
Dormant
4. 
None of these
 Question 22
1 out of 1 points
Select the most appropriate option
Like any other mode of communication an effective ad too emerges from a ______ idea.
Selected Answer: 1. 
Powerful
Answers: 1. 
Powerful
2. 
Wasted
3. 
Celecrity presence
4. 
None of these
 Question 23
1 out of 1 points
Select the most appropriate option
In understanding the audience from the media perspective, it is critical to get a very clear
definition of their ________ profile.
Selected Answer: 1. 
Demographic
Answers: 1. 
Demographic
2. 
Official
3. 
Facebook
4. 
None of these
 Question 24
1 out of 1 points
Select the most appropriate option
To build a strong brand, the right _____ structures must exist in the minds of actual or
prospective customers so that they respond positively to marketing activities and programs in
these different ways.
Selected Answer: 1. 
Knowledge
Answers: 1. 
Knowledge
2. 
 Organizational
3. 
Decision
4. 
None of these
 Question 25
1 out of 1 points
Select the most appropriate option
The four letter, oldest and popular model of marketing communications is ______ model.
Selected Answer: 1. 
AIDA
Answers: 1. 
AIDA
2. 
DGMA
3. 
ADDA
4. 
DGMR
 Question 26
1 out of 1 points
Select the most appropriate option
Advertising can be extremely ____ effective because it can reach a large population at a low
cost per person and the message can be repeated several times.
Selected Answer: 1. 
Cost
Answers: 1. 
Cost
2. 
Message
3. 
Communication
4. 
None
 Question 27
1 out of 1 points
Select the most appropriate option
The responsibility of the agency’s media department is to develop a _____ plan to reach the
target audience effectively in a cost-effective manner.
Selected Answer: 1. 
Media
Answers: 1. 
Media
2. 
Target
3. 
Sales
4. 
None of these
 Question 28
1 out of 1 points
State whether the given statement is true or false
It is not essential that the message be understood by the recipient in same terms as intended
by the sender. The recepient can have his/ her own understanding.
Selected Answer: 2. 
False
Answers: 1. 
True
2. 
False
 Question 29
1 out of 1 points
Select the most appropriate option
If most of the target audience is unaware of the object, the communicator’s task is to build
_________, perhaps just name recognition, with simple messages repeating the product
name.
Selected Answer: 1. 
Awareness
Answers: 1. 
Awareness
2. 
Brand
3. 
Reputaion
4. 
Rapport
 Question 30
1 out of 1 points
Select the most appropriate option
The result of the proliferation of a variety of products and an ever growing number of
marketers is a lot of ________, in all directions.
Selected Answer: 1. 
Communication
Answers: 1. 
Communication
2. 
Negativity
3. 
Confusion
4. 
None of these
 Question 31
1 out of 1 points
Select the most appropriate option
The ______ marketing communications is a data-driven approach which identifies the
consumer insights and develops a strategy with the right combination of offline and online
channels which should result in a stronger brand-consumer relationship.
Selected Answer: 1. 
Integrated
Answers: 1. 
 Integrated
2. 
Consolidated
3. 
Decentralised
4. 
None of these
 Question 32
1 out of 1 points
State whether the given statement is true or false
An aspect of new media is the real-time generation of new, unregulated content.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 33
1 out of 1 points
Select the most appropriate option
Shannon's model of communication was based on the mathematical or mechanistic view of
communication process in which the basic ______ is that the message received is not equal
to the message sent. He attributed the loss to noise.
Selected Answer: 1. 
Problem
Answers: 1. 
Problem
2. 
Solution
3. 
Notion
4. 
None of these
 Question 34
1 out of 1 points
Select the most appropriate option
Local advertising is often referred as ____ advertising and is used by local business
establishments, individuals, and other organisations to reach the consumers in the local
market area served by the newspaper.
Selected Answer: 1. 
Retail
Answers: 1. 
Retail
2. 
Consumer
3. 
Labour
4. 
None of these
 Question 35
 1 out of 1 points
Select the most appropriate option
_______ of the existence of a product or organization is necessary before the purchase
behavior can be expected.
Selected Answer: 1. 
Awareness
Answers: 1. 
Awareness
2. 
Eagerness
3. 
Thoughtfullness
4. 
None of these
 Question 36
1 out of 1 points
Select the most appropriate option
Newspapers are quite important to national advertisers, and an especially important
advertising medium to _____ advertisers.
Selected Answer: 1. 
Local
Answers: 1. 
Local
2. 
Major
3. 
National
4. 
None of these
 Question 37
1 out of 1 points
Select the most appropriate option
Media planning is not an isolated function but an ______ part of an overall campaign
planning.
Selected Answer: 1. 
Integral
Answers: 1. 
Integral
2. 
Small
3. 
Over-powering
4. 
None of these
 Question 38
1 out of 1 points
Select the most appropriate option
Information relating to quantitative aspects generally rely on _______ messages like the
spokesperson to affect interest.
Selected Answer: 1. 
 Peripheral
Answers: 1. 
Peripheral
2. 
Central
3. 
External
4. 
None of these
 Question 39
1 out of 1 points
Select the most appropriate option
Creating brand _____ involves establishing a brand image, what the brand is characterized
by and should stand for in the minds of customers.
Selected Answer: 1. 
Meaning
Answers: 1. 
Meaning
2. 
Identity
3. 
Judgement
4. 
None of these
 Question 40
1 out of 1 points
Select the most appropriate option
Getting a good understanding of the target audience profile and their media habits, together
with geographical markets that need to be reached, is the first step in defining any _____
strategy.
Selected Answer: 1. 
Media
Answers: 1. 
Media
2. 
Organization
3. 
Marketing
4. 
None of these
 Question 41
1 out of 1 points
Select the most appropriate option
The agency must win the client’s trust and give the best it can. The reputation an agency
builds is sticky and __________ carries immense power.
Selected Answer: 1. 
Word-of-mouth
Answers: 1. 
Word-of-mouth
 2. 
Impression
3. 
First time
4. 
None of these
 Question 42
1 out of 1 points
Select the most appropriate option
The ad campaign is normally a ______ to a creative strategy that usually lasts for one year.
Selected Answer: 1. 
Commitment
Answers: 1. 
Commitment
2. 
Answer
3. 
Qusetion
4. 
None of these
 Question 43
1 out of 1 points
Select the most appropriate option
______ model suggests that the ultimate objective of advertising must carry a consumer
through different levels of understanding.
Selected Answer: 1. 
DAGMAR
Answers: 1. 
DAGMAR
2. 
AIDA
3. 
NOTA
4. 
None of these
 Question 44
1 out of 1 points
Select the most appropriate option
The _____ of appropriate medium of communication is essential for making the message
effective and correctly interpreted by the recipient which varies depending upon the features
of communication.
Selected Answer: 1. 
Choice
Answers: 1. 
Choice
2. 
Reason
3. 
Usage
4. 
 None of these
 Question 45
1 out of 1 points
State whether the given statement is true or false
Selecting the most important communications elements is crucial for the success of
company’s business.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 46
3 out of 3 points
Select the most appropriate option
When the audiences and key communications methods are identified, the next step is to
Selected 1. 
Answer: Draw up a table that indicates the key communications activities, budget and
resources allocated to delivering the strategy.
Answers: 1. 
Draw up a table that indicates the key communications activities, budget and
resources allocated to delivering the strategy.
2. 
Draw up a table that reflects changes brought in.
3. 
Draw up a table that indicates the current profits or losses.
4. 
None of these
 Question 47
3 out of 3 points
Select the most appropriate option
Emotional appeals attempt to stir up
Selected 1. 
Answer: Either negative or positive emotions that can motivate purchase.
Communicators can use such positive emotional appeals such as love, pride,
joy, and humour.
Answers: 1. 
Either negative or positive emotions that can motivate purchase.
Communicators can use such positive emotional appeals such as love, pride,
joy, and humour.
2. 
Only Positive emotions that can motivate purchase. Communicators can use
such positive emotional appeals such as love, pride, joy, and humour.
3. 
Either negative or positive emotions that can move the customer to be
attached.
4. 
None of these
 Question 48
3 out of 3 points
 Select the most appropriate option
Sales effect test measures the
Selected 1. 
Answer: Sales response to advertisement. It is difficult to ascertain or correlate whether
there is any sales increase due to a particular advertisement. Increase in sales
may not be a true reflection of advertising effectiveness.
Answers: 1. 
Sales response to advertisement. It is difficult to ascertain or correlate whether
there is any sales increase due to a particular advertisement. Increase in sales
may not be a true reflection of advertising effectiveness.
2. 
Sales response to advertisement. It is easy to ascertain or correlate whether
there is any sales increase due to a particular advertisement. Increase in sales
may be a true reflection of advertising effectiveness.
3. 
Generic response to advertisement. It is then easy to ascertain or correlate
whether there is any sales increase due to a particular advertisement.
4. 
None of these
 Question 49
3 out of 3 points
Select the most appropriate option
New perspectives are needed to understand branding guidelines in this rapidly changing
communication context.In this case, we consider
Selected 1. 
Answer: How brands can and should be built and managed in today’s marketing
communications environment.
Answers: 1. 
How brands can and should be built and managed in today’s marketing
communications environment.
2. 
How brands can and should be promoted.
3. 
How brands alter with time.
4. 
None of these
 Question 50
2 out of 2 points
Select the most appropriate option
Most TV commercials are ____-lived and last for 30 seconds or less and just about a single
sales _____ can be presented in this duration.
Selected Answer: 1. 
Short, Appeal
Answers: 1. 
Short, Appeal
2. 
Long, mantra
3. 
Long, jingle
4. 
None of these
 Question 51
2 out of 2 points
Select the most appropriate option
Research shows that most advertisements are not read beyond the ______. If the it arouses
curiosity only then the reader proceeds further.
Selected Answer: 1. 
Headline
Answers: 1. 
Headline
2. 
Fashion
3. 
Styling
4. 
None of these
 Question 52
2 out of 2 points
Select the most appropriate option
_________ is a tool of public relations. It is non-personal mass communication, but not paid
for by the benefiting organization for the media space or time.
Selected Answer: 1. 
Publicity
Answers: 1. 
Publicity
2. 
Networking
3. 
Expressing
4. 
Neutralising
 Question 53
2 out of 2 points
Select the most appropriate option
Television offers some _______ through regional coverage, broadcast time and programme
content.
Selected Answer: 1. 
Selectivity
Answers: 1. 
Selectivity
2. 
Potential
3. 
Credibility
4. 
None of these
 Question 54
2 out of 2 points
Select the most appropriate option
_______ is important when the product nature is complex, competition is more intense, or
top-of-mind recall is necessary for every day use products.
 Selected Answer: 1. 
Frequency
Answers: 1. 
Frequency
2. 
Reach
3. 
Objective
4. 
None of these
 Question 55
2 out of 2 points
Select the most appropriate option
When advertising takes place through the newspaper medium, two factor considerations that
need to be taken into account are ______ and ______ .
Selected Answer: 1. 
Circulation, readership
Answers: 1. 
Circulation, readership
2. 
Pages, printing
3. 
Pages, readership
4. 
None of these
 Question 56
2 out of 2 points
Select the most appropriate option
______ and ______ image may be felt by some to be sufficient triggers to stimulate a
response.
Selected Answer: 1. 
Recognition, brand
Answers: 1. 
Recognition, brand
2. 
Nature, company
3. 
Logic, company
4. 
Recognition, old
 Question 57
2 out of 2 points
Select the most appropriate option
Newspapers are not a ____ and pleasure medium and hence customers do not devote much
time to reading them. So a newspaper ad is unlikely to have any _____ beyond the day it is
published and any chance of repeat exposure is rather remote.
Selected Answer: 1. 
Leisure, impact
Answers: 1. 
Leisure, impact
 2. 
Fun, discretion
3. 
Routine, impact
4. 
None of these
 Question 58
2 out of 2 points
Select the most appropriate option
There are two types of display advertising: ______ advertising and ____ advertising.
Selected Answer: 1. 
National , local
Answers: 1. 
National , local
2. 
General, Regional
3. 
National, Regional
4. 
None of these
 Question 59
2 out of 2 points
Select the most appropriate option
The two way communication is essentially considered to be a ______ process and a ______
exchange of messages.
Selected Answer: 1. 
Reciprocal, mutual
Answers: 1. 
Reciprocal, mutual
2. 
Mature, consistent
3. 
Reciprocal, consistent
4. 
None of these
 Question 60
2 out of 2 points
Select the most appropriate option
____ costs associated with TV advertising _______ small-budget companies.
Selected Answer: 1. 
High, Discourage
Answers: 1. 
High, Discourage
2. 
Low, Encourage
3. 
Low, Attract
4. 
None of these
 Question 61
2 out of 2 points
Select the most appropriate option
The main element of the Berlo's model of communication, is the _______, which gets
transferred from the source to the receiver.
Selected Answer: 1. 
Message
Answers: 1. 
Message
2. 
Reason
3. 
Perception
4. 
None of these
 Question 62
2 out of 2 points
Select the most appropriate option
Gaining the reader's _________ is a deeper process than grabbing their attention.
Selected Answer: 1. 
Interest
Answers: 1. 
Interest
2. 
Trust
3. 
Collaboration
4. 
None of these
 Question 63
2 out of 2 points
Select the most appropriate option
__________ is a process in which two or more persons, consciously or unconsciously
attempt to influence each other through some use of symbols.
Selected Answer: 1. 
Communication
Answers: 1. 
Communication
2. 
Advertising
3. 
Promotion
4. 
Persuasion


If buyers have sufficient level of awareness,
 Selected 1. 
Answers: They will be quickly prompted into purchase with little assistance of the other
elements of the mix.
2. 
Recognition and brand image may be felt by some to be sufficient triggers to
stimulate a response.
3. 
The requirement in such a situation would be to refine and strengthen the level of
awareness so that it provokes interest and stimulates greater involvement during
recall or recognition.
4. 
None of these
Answers: 1. 
They will be quickly prompted into purchase with little assistance of the other
elements of the mix.
2. 
Recognition and brand image may be felt by some to be sufficient triggers to
stimulate a response.
3. 
The requirement in such a situation would be to refine and strengthen the level of
awareness so that it provokes interest and stimulates greater involvement during
recall or recognition.
4. 
None of these
 Question 2
4 out of 4 points
Choose the right option - The question may have more than one correct answer
Limitations of TV are:
Selected Answers: 1. 
Costs
2. 
Lack of Selectivity
3. 
Short-lived Message; Clutter
4. 
Limited Attention by Viewers
Answers: 1. 
Costs
2. 
Lack of Selectivity
3. 
Short-lived Message; Clutter
4. 
Limited Attention by Viewers
 Question 3
4 out of 4 points
Choose the right option - The question may have more than one correct answer
The account executive is responsible for
 Selected 1. 
Answers: Helping formulate the basic advertising strategy recommended by the
agency.
2. 
Obtain the client approval for media schedules, budget, and rough ads or
storyboards.
3. 
Keeping the agency ahead of its client’s needs through follow-up and
communications.
Answers: 1. 
Helping formulate the basic advertising strategy recommended by the
agency.
2. 
Obtain the client approval for media schedules, budget, and rough ads or
storyboards.
3. 
Keeping the agency ahead of its client’s needs through follow-up and
communications.
4. 
None of these
 Question 4
4 out of 4 points
Choose the right option - The question may have more than one correct answer
The purpose of communications is to
Selected Answers: 1. 
Directly or indirectly influence individuals, groups, and organisations.
2. 
To facilitate exchanges by informing and persuading one or more
audiences.
3. 
Topesuade audiences to accept a company’s products and/or services.
Answers: 1. 
Directly or indirectly influence individuals, groups, and organisations.
2. 
To facilitate exchanges by informing and persuading one or more
audiences.
3. 
Topesuade audiences to accept a company’s products and/or services.
4. 
None of these
 Question 5
1 out of 1 points
Select the most appropriate option
The advertising media buying has become complex with the increase in _______ media.
Selected Answer: 1. 
Specialised
Answers: 1. 
Specialised
 2. 
Focus
3. 
Social
4. 
None of these
 Question 6
1 out of 1 points
State whether the given statement is true or false
Feedback, both verbal and non-verbal, in interpersonal communication enables the
message initiator to have some indication concerning acceptance of message and if
required, the sender can explain, repeat, or modify the message in more detail.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 7
1 out of 1 points
Select the most appropriate option
The ultimate goal of marketing is to deliver ______ to consumers to satisfy their needs
and wants.
Selected Answer: 1. 
Value
Answers: 1. 
Value
2. 
Money
3. 
Chocolates
4. 
Books
 Question 8
1 out of 1 points
Select the most appropriate option
The two-way communication concept is more __________.
Selected Answer: 1. 
Contemporary
Answers: 1. 
Contemporary
2. 
Conventional
3. 
 Historical
4. 
None of these
 Question 9
1 out of 1 points
Select the most appropriate option
_____ are marketing professionals and brand guardians.
Selected Answer: 1. 
Clients
Answers: 1. 
Clients
2. 
Customers
3. 
Managers
4. 
None of these
 Question 10
1 out of 1 points
Select the most appropriate option
Enacting the four steps to create the right brand identity, brand meaning, brand
responses, and brand relationships is a _____ and difficult process.
Selected Answer: 1. 
Complicated
Answers: 1. 
Complicated
2. 
Ambiguous
3. 
Irrelevant
4. 
None of these
 Question 11
1 out of 1 points
Select the most appropriate option
Great clients _______ and make the agency totally absorbed in the company’s product,
personnel, and corporate culture.
Selected Answer: 1. 
Encourage
Answers: 1. 
Encourage
2. 
Push
3. 
 Research
4. 
None of these
 Question 12
1 out of 1 points
Select the most appropriate option
The responsibility of the agency’s media department is to develop a _____ plan to reach
the target audience effectively in a cost-effective manner.
Selected Answer: 1. 
Media
Answers: 1. 
Media
2. 
Target
3. 
Sales
4. 
None of these
 Question 13
1 out of 1 points
Select the most appropriate option
Information relating to quantitative aspects generally rely on _______ messages like the
spokesperson to affect interest.
Selected Answer: 1. 
Peripheral
Answers: 1. 
Peripheral
2. 
Central
3. 
External
4. 
None of these
 Question 14
1 out of 1 points
Select the most appropriate option
___________ is the science of using psychology and demographics to better understand
consumers.
Selected Answer: 1. 
Psychographics
Answers: 1. 
Psychographics
2. 
Psychometrics
 3. 
Psychobable
4. 
None of these
 Question 15
1 out of 1 points
Select the most appropriate option
_______ helps to save any loss in ineffective advertisement. It can be done as early as idea
generation stage to test the final version before implementation.
Selected Answer: 1. 
Pre-testing
Answers: 1. 
Pre-testing
2. 
Planning
3. 
Costing
4. 
None of these
 Question 16
1 out of 1 points
Select the most appropriate option
Once the desired audience response has been defined, the communicator turns to
developing an ______ message.
Selected Answer: 1. 
Effective
Answers: 1. 
Effective
2. 
Mature
3. 
Catchy
4. 
None of these
 Question 17
1 out of 1 points
State whether the given statement is true or false
The message in communication must not necessarily be conveyed through some
medium to the recipient.
Selected Answer: 2. 
False
Answers: 1. 
True
2. 
 False
 Question 18
1 out of 1 points
Select the most appropriate option
Brand equity is ______ to the way advertising works, either as a goal in itself or as a
mediator to other goals.
Selected Answer: 1. 
Central
Answers: 1. 
Central
2. 
Unimportant
3. 
Similar
4. 
None of these
 Question 19
1 out of 1 points
State whether the given statement is true or false
The proliferation of media choices and their increased costs have made the task of
media planners more difficult and risky.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 20
1 out of 1 points
Select the most appropriate option
Present day advertising on the ______ can be classified as ad banners, websites, ad
buttons, sponsorships, interstitials and classified ads.
Selected Answer: 1. 
Internet
Answers: 1. 
Internet
2. 
Billboards
3. 
Radio
4. 
None of these
 Question 21
1 out of 1 points
 Select the most appropriate option
The ______ through which advertising takes place is a very important factor for
advertising.
Selected Answer: 1. 
Medium
Answers: 1. 
Medium
2. 
Organization
3. 
Group
4. 
None of these
 Question 22
1 out of 1 points
State whether the given statement is true or false
Ad agencies may be hired to produce television commercials and radio commercials as
part of a social responsibility.
Selected Answer: 2. 
False
Answers: 1. 
True
2. 
False
 Question 23
1 out of 1 points
State whether the given statement is true or false
Within the last decade, the media planning function has acquired much greater
significance in developing advertising campaigns.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 24
1 out of 1 points
Select the most appropriate option
Great clients make the agency responsible for the advertising and delegate the _______ it
needs.
Selected Answer: 1. 
Authority
Answers: 1. 
Authority
 2. 
Position
3. 
Roles
4. 
None of these
 Question 25
1 out of 1 points
State whether the given statement is true or false
The contribution of print media in providing information and transfer of knowledge is
remarkable.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 26
1 out of 1 points
Fit the best option
The marketing [var0] process identifies where the investments are being done and what
is bringing more return on investment.
Specified Answer for: var0 communication
 Question 27
1 out of 1 points
Select the most appropriate option
Advertisement should use ______ and rhyme for them to be remembered.
Selected Answer: 1. 
Rhythm
Answers: 1. 
Rhythm
2. 
Music
3. 
Fun
4. 
None of these
 Question 28
1 out of 1 points
State whether the given statement is true or false
Moral appeals are directed to the audience’s sense of what is “right” and “proper.”
Selected Answer: 1. 
True
Answers: 1. 
 True
2. 
False
 Question 29
1 out of 1 points
Select the most appropriate option
_____ marketing uses a set of direct-response media, such as direct mail, telephone,
interactive TV, print, internet, etc.
Selected Answer: 1. 
Direct
Answers: 1. 
Direct
2. 
Inter-personal
3. 
Indirect
4. 
Sales
 Question 30
1 out of 1 points
State whether the given statement is true or false
Firms that are able to achieve brand resonance should reap a host of benefits.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 31
1 out of 1 points
Select the most appropriate option
Promoting businesses online poses a problem for the business persons and consumers
to thoroughly evaluate the _________ of a transaction.
Selected Answer: 1. 
Legitimacy
Answers: 1. 
Legitimacy
2. 
Relevance
3. 
Logic
4. 
None of these
 Question 32
 1 out of 1 points
Select the most appropriate option
Although personal selling is the best mode of communicating to B2B marketers, which
most of them follow, but still __________ is required to sell the product.
Selected Answer: 1. 
Advertisement
Answers: 1. 
Advertisement
2. 
Drama
3. 
Expression
4. 
Taliking
 Question 33
1 out of 1 points
Select the most appropriate option
An advertising agency is in the business of ______ services and must be managed that
way.
Selected Answer: 1. 
Providing
Answers: 1. 
Providing
2. 
Allocating
3. 
Using
4. 
None of these
 Question 34
1 out of 1 points
Select the most appropriate option
Brand _____ relates to aspects of customer awareness of the brand.
Selected Answer: 1. 
Salience
Answers: 1. 
Salience
2. 
Feeling
3. 
Imagery
4. 
None of these
 Question 35
 1 out of 1 points
Select the most appropriate option
Audiences should be able to fetch a _________ out of any advertisement.
Selected Answer: 1. 
Conclusion
Answers: 1. 
Conclusion
2. 
Notion
3. 
Fun element
4. 
None of these
 Question 36
1 out of 1 points
State whether the given statement is true or false
Your customer should be able to quickly find what you are selling and easily understand
your message. Don't make the customer work or wait to find out what you're selling.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 37
2 out of 2 points
Select the most appropriate option
________ the value of STP and ________ it are two different things completely. It goes
without saying that there are various ways to slice a market and rarely a single “right
answer”.
Selected Answer: 1. 
Identifying, implementing
Answers: 1. 
Identifying, implementing
2. 
Identifying, planning
3. 
Identifying, Classifying
4. 
None of these
 Question 38
2 out of 2 points
Select the most appropriate option
__________ is a process in which two or more persons, consciously or unconsciously
attempt to influence each other through some use of symbols.
 Selected Answer: 1. 
Communication
Answers: 1. 
Communication
2. 
Advertising
3. 
Promotion
4. 
Persuasion
 Question 39
2 out of 2 points
Select the most appropriate option
By creating _______ and ______, buyers are moved to a position where they are convinced
that a particular product in the class should be bought for trial.
Selected Answer: 1. 
Interest, preference
Answers: 1. 
Interest, preference
2. 
Interest, knowledge
3. 
Awareness, interest
4. 
All of these
 Question 40
2 out of 2 points
Select the most appropriate option
Two particularly important components of brand knowledge are brand _______ and
brand _____.
Selected Answer: 1. 
Awareness, image
Answers: 1. 
Awareness, image
2. 
Identity,
appreciation
3. 
Image, perception
4. 
None of these
 Question 41
2 out of 2 points
 Select the most appropriate option
Advertisers are more interested in placing their commercials during _____ TV
programmes leading to insertion of many short duration spots and causing more _____.
Selected Answer: 1. 
Popular, clutter
Answers: 1. 
Popular, clutter
2. 
Regular, promotion
3. 
Popular, promotion
4. 
None of these
 Question 42
2 out of 2 points
Select the most appropriate option
While integrating a promotion mix one must appoint a director responsible for the
company’s persuasive communications efforts: This move encourages ________ by
centralizing planning and ______ shared performance measures.
Selected Answer: 1. 
Efficiency,
creating
Answers: 1. 
Efficiency,
creating
2. 
Sales, improved
3. 
Growth, managing
4. 
None of these
 Question 43
2 out of 2 points
Select the most appropriate option
It is to be understood that the size of advertising exposure is _____ than media audience,
because audience who are exposed to an advertising medium may ___ notice a
particular advertisement carried in it.
Selected Answer: 1. 
Lower, not
Answers: 1. 
Lower, not
2. 
Higher, specifically
3. 
 Higher, naturally
4. 
None of these
 Question 44
2 out of 2 points
Select the most appropriate option
The ____ model provides a yardstick by which brands can assess their progress in their
brand-building efforts as well as a _____ for marketing research initiatives.
Selected Answer: 1. 
CBBE, guide
Answers: 1. 
CBBE, guide
2. 
Basic, follower
3. 
Imagery, meter
4. 
None of these
 Question 45
2 out of 2 points
Select the most appropriate option
The main goal of the advertiser is to select a medium from among many available
modes. Medium selected should reach the _______ number of people at ______ frequency.
Selected Answer: 1. 
Maximum, desired
Answers: 1. 
Maximum, desired
2. 
Minimum, variable
3. 
Minimum, consistent
4. 
None of these
 Question 46
2 out of 2 points
Select the most appropriate option
The great brands tend to have something in common: the extra edge of having a brand
_______.
Selected Answer: 1. 
Personality
Answers: 1. 
Personality
2. 
Position
 3. 
Name
4. 
None of these
 Question 47
2 out of 2 points
Select the most appropriate option
The ____ class refers to the general category of message delivery systems available to
carry advertising messages to a targeted audience.
Selected Answer: 1. 
Media
Answers: 1. 
Media
2. 
Social
3. 
Structured
4. 
None of these
 Question 48
2 out of 2 points
Select the most appropriate option
With internet credit card and identity fraud on the ____, small businesses are forced to
finance costly security measures to reduce their _________ to fraudulent transactions.
Selected Answer: 1. 
Rise, vulnerability
Answers: 1. 
Rise, vulnerability
2. 
Fall, Impact
3. 
Fall, gullibility
4. 
None of these
 Question 49
2 out of 2 points
Select the most appropriate option
Research has shown that illustrations having a _____ appeal have attracted more
readership.
Selected Answer: 1. 
Story
Answers: 1. 
Story
2. 
 Movie
3. 
Friends
4. 
None of these
 Question 50
2 out of 2 points
Select the most appropriate option
Advertisers, who are interested in delivering their message to a very specific, _____
defined, often small, target audience, find that TV leads to over exposure, ______ its cost-
effectiveness.
Selected Answer: 1. 
Narrowly, reducing
Answers: 1. 
Narrowly, reducing
2. 
Broadly, increasing
3. 
Minutely, Maintaining
4. 
None of these
 Question 51
2 out of 2 points
Select the most appropriate option
Selecting the most important ________ elements is crucial for the success of company’s
business. The advertising campaign should be effective across ___ platforms.
Selected Answer: 1. 
Communications, all
Answers: 1. 
Communications, all
2. 
Structural, certain
3. 
Marketing, some
4. 
None of these
 Question 52
2 out of 2 points
Select the most appropriate option
In a print ad one starts with a specified size of the advertisement which is invariably
determined by the advertiser. It depends upon his advertising ____.
Selected Answer: 1. 
Budget
Answers: 1. 
 Budget
2. 
Capability
3. 
Staff
4. 
None of these
 Question 53
5 out of 5 points
Choose the right option - The question may have more than one correct answer
Customers have low involvement with a product category when customers lack either:
Selected 1. 
Answers: Purchase motivation (e.g., when customers do not care about the product
or service)
2. 
Purchase ability (e.g., when customers do not know anything else about the
brands in a category or lack the expertise to judge quality even if they do
know some things).
Answers: 1. 
Purchase motivation (e.g., when customers do not care about the product
or service)
2. 
Purchase ability (e.g., when customers do not know anything else about the
brands in a category or lack the expertise to judge quality even if they do
know some things).
3. 
None of these
4. 
All of these
 Question 54
5 out of 5 points
Choose the right option - The question may have more than one correct answer
While choosing a media for advertising few things must be kept in mind, out of which
the most important factors are:
Selected Answers: 1. 
The media should be easily accessible to the public.
2. 
It should be made sure that medium chosen is popular among the
masses.
3. 
The theme chosen for advertising must be attractive and attention
diverting.
4. 
All of these
Answers: 1. 
The media should be easily accessible to the public.
2. 
 It should be made sure that medium chosen is popular among the
masses.
3. 
The theme chosen for advertising must be attractive and attention
diverting.
4. 
All of these
 Question 55
5 out of 5 points
Choose the right option - The question may have more than one correct answer
The advantages of place based advertising are:
Selected 1. 
Answers: Placement: Place-based advertising can be located almost anywhere – in
stores, next to merchandise, on shopping bags, at the checkout counter,
even suspended from the ceiling.
2. 
Targeted: It is most effective when it is located so it reaches a clearly defined
consumer target closest to the time of purchase.
3. 
Effective: Place-based advertising directly affects incremental sales, brand
switching, portfolio purchasing, and multi-unit sales.
4. 
Influential: P-O-P advertising gives retailers the opportunity to influence
consumers in a competitive environment.
Answers: 1. 
Placement: Place-based advertising can be located almost anywhere – in
stores, next to merchandise, on shopping bags, at the checkout counter,
even suspended from the ceiling.
2. 
Targeted: It is most effective when it is located so it reaches a clearly defined
consumer target closest to the time of purchase.
3. 
Effective: Place-based advertising directly affects incremental sales, brand
switching, portfolio purchasing, and multi-unit sales.
4. 
Influential: P-O-P advertising gives retailers the opportunity to influence
consumers in a competitive environment.
 Question 56
5 out of 5 points
Choose the right option - The question may have more than one correct answer
A SWOT Analysis involves listing your organisation’s strengths, weaknesses, opportunities
and threats. SWOT entails questions like:
Selected Answers: 1. 
How can threats be turned into opportunities?
2. 
How can you play on your strengths through effective
communications?
Answers: 1. 
 How can threats be turned into opportunities?
2. 
How can you play on your strengths through effective
communications?
3. 
To know how are your strengths better than your rival?
4. 
All of these


National or general advertising refers to
Selected 1. 
Answer: Display advertising by marketers of branded products or services, who sell on a
national or regional level.
Answers: 1. 
Display advertising by marketers of branded products or services, who sell on a
national or regional level.
2. 
Display advertising by marketers of local products or services that reach all
strata of people.
3. 
General advertising by marketers of branded products or services, who sell to a
specific market.
4. 
None of these
 Question 2
3 out of 3 points
Select the most appropriate option
Increasing media costs are forcing advertisers to consider shorter commercials as the
only way to keep their media costs in line. Advertisers think that by using shorter
commercials they can manage additional spots to reinforce the message or reach a
larger audience. Many of them even believe that
Selected 1. 
Answer: Shorter commercials can deliver an ad message just as effectively as the
longer ones at a considerably reduced cost.
Answers: 1. 
Shorter commercials can deliver an ad message just as effectively as the
longer ones at a considerably reduced cost.
2. 
Shorter commercials can deliver an ad message even more effectively as
the longer ones at a considerably reduced cost.
 3. 
Shorter commercials can deliver an ad message the most effectively
reducing cost.
4. 
None of these
 Question 3
3 out of 3 points
Select the most appropriate option
Sales effect test measures the
Selected 1. 
Answer: Sales response to advertisement. It is difficult to ascertain or correlate
whether there is any sales increase due to a particular advertisement.
Increase in sales may not be a true reflection of advertising effectiveness.
Answers: 1. 
Sales response to advertisement. It is difficult to ascertain or correlate
whether there is any sales increase due to a particular advertisement.
Increase in sales may not be a true reflection of advertising effectiveness.
2. 
Sales response to advertisement. It is easy to ascertain or correlate whether
there is any sales increase due to a particular advertisement. Increase in
sales may be a true reflection of advertising effectiveness.
3. 
Generic response to advertisement. It is then easy to ascertain or correlate
whether there is any sales increase due to a particular advertisement.
4. 
None of these
 Question 4
3 out of 3 points
Select the most appropriate option
Feedback, both verbal and non-verbal, in interpersonal communication enables the
message initiator to
Selected 1. 
Answer: Have some indication concerning acceptance of message and if required,
the sender can explain, repeat, or modify the message in more detail.
Answers: 1. 
Have some indication concerning acceptance of message and if required,
the sender can explain, repeat, or modify the message in more detail.
2. 
Have some indication concerning movement of message and if required,
the sender can explain, repeat, or modify the message in more detail.
3. 
Have some indication concerning acceptance of message and if required,
the sender can explain, repeat, or modify the message in more detail.
4. 
Have some indication concerning acceptance of message and if required,
 the sender can explain, repeat, or modify the message in more detail.
 Question 5
4 out of 4 points
Choose the right option - The question may have more than one correct answer
Moral appeals are directed to
Selected 1. 
Answers: The audience’s sense of what is “right” and “proper.”
2. 
Urge people to support such social causes as a cleaner environment and
aid to the needy.
3. 
Combat social problems such as drug abuse, discrimination, sexual
harassment and spouse abuse.
Answers: 1. 
The audience’s sense of what is “right” and “proper.”
2. 
Urge people to support such social causes as a cleaner environment and
aid to the needy.
3. 
Combat social problems such as drug abuse, discrimination, sexual
harassment and spouse abuse.
4. 
None of these
 Question 6
4 out of 4 points
Choose the right option - The question may have more than one correct answer
The purpose of communications is to
Selected Answers: 1. 
Directly or indirectly influence individuals, groups, and organisations.
2. 
To facilitate exchanges by informing and persuading one or more
audiences.
3. 
Topesuade audiences to accept a company’s products and/or services.
Answers: 1. 
Directly or indirectly influence individuals, groups, and organisations.
2. 
To facilitate exchanges by informing and persuading one or more
audiences.
3. 
Topesuade audiences to accept a company’s products and/or services.
4. 
None of these
 Question 7
4 out of 4 points
Choose the right option - The question may have more than one correct answer
Marketing Communication covers all official communication and messaging and should
be:
 Selected Answers: 1. 
Relevant, timely.
2. 
Concise, focuses on message.
3. 
Systematic, know thy customer.
4. 
All of these
Answers: 1. 
Relevant, timely.
2. 
Concise, focuses on message.
3. 
Systematic, know thy customer.
4. 
All of these
 Question 8
4 out of 4 points
Choose the right option - The question may have more than one correct answer
The techniques used to gather audience measurement information include
Selected Answers: 1. 
Diaries
2. 
Personal interviews
3. 
Electronic meters or recorders.
4. 
All of these
Answers: 1. 
Diaries
2. 
Personal interviews
3. 
Electronic meters or recorders.
4. 
All of these
 Question 9
4 out of 4 points
Choose the right option - The question may have more than one correct answer
DAGMAR model suggests that:
Selected 1. 
Answers: From unawareness to Awareness: The consumer must first be aware of a
brand or company;
2. 
Comprehension: He or she must have a comprehension of what the
product is and its benefits;
3. 
Conviction: He or she must arrive at the mental disposition or conviction
 to buys the brand;
4. 
Action: Finally, he or she actually buy that product.
Answers: 1. 
From unawareness to Awareness: The consumer must first be aware of a
brand or company;
2. 
Comprehension: He or she must have a comprehension of what the
product is and its benefits;
3. 
Conviction: He or she must arrive at the mental disposition or conviction
to buys the brand;
4. 
Action: Finally, he or she actually buy that product.
 Question 10
1 out of 1 points
Select the most appropriate option
__________ communication is the most common form of communication.
Selected Answer: 1. 
Face-to-face communication is the most common form of
communication.
Answers: 1. 
Face-to-face communication is the most common form of
communication.
2. 
Telephonic communication is the most common form of
communication.
3. 
Non-verbal communication is the most common form of
communication.
4. 
Dramatic communication is the most common form of communication.
 Question 11
1 out of 1 points
Select the most appropriate option
The agency should be ____-minded in its approach to appreciate that anyone can be the
source of good creative ideas, including the client.
Selected Answer: 1. 
Open
Answers: 1. 
Open
2. 
Close
3. 
Narrow
 4. 
None of these
 Question 12
1 out of 1 points
Select the most appropriate option
It is estimated that with proper _______, a moderate outdoor campaign reaches 75%
adults in a market at a minimum of 15 times in a 30-day period.
Selected Answer: 1. 
Placement
Answers: 1. 
Placement
2. 
Designing
3. 
Planning
4. 
None of these
 Question 13
1 out of 1 points
State whether the given statement is true or false
Ad agencies may be hired to produce television commercials and radio commercials as
part of a social responsibility.
Selected Answer: 2. 
False
Answers: 1. 
True
2. 
False
 Question 14
1 out of 1 points
Select the most appropriate option
The ______ of sight, sound, motion, and colour offers extraordinary flexibility to make
dramatic and lifelike portrayals of products and services.
Selected Answer: 1. 
Integration
Answers: 1. 
Integration
2. 
Influence
3. 
Science
4. 
None of these
 Question 15
1 out of 1 points
 Select the most appropriate option
Media planning is not an isolated function but an ______ part of an overall campaign
planning.
Selected Answer: 1. 
Integral
Answers: 1. 
Integral
2. 
Small
3. 
Over-powering
4. 
None of these
 Question 16
1 out of 1 points
Select the most appropriate option
Some papers cater to the needs of specific audience groups with specialised editorial
content which cater to groups in the fields of economics, industry, and finance, etc. The
editorial content is focused on information and issues related to these aspects and such
newspapers are called Special _____ Newspapers.
Selected Answer: 1. 
Audience
Answers: 1. 
Audience
2. 
Nature
3. 
Market
4. 
None of these
 Question 17
1 out of 1 points
Select the most appropriate option
______ stage may include offering special promotional prices, rebates, or premiums.
Selected Answer: 1. 
Action
Answers: 1. 
Action
2. 
Interest
3. 
Knowledge
4. 
None of these
 Question 18
1 out of 1 points
Select the most appropriate option
Media _____ specifies media scheduling and the timing decisions.
Selected Answer: 1. 
Schedule
Answers: 1. 
Schedule
2. 
Chart
3. 
Book
4. 
None of these
 Question 19
1 out of 1 points
Select the most appropriate option
Internet promotion helps in saving ____ since it generally does away with counselling on
product uses and benefits, service information and sales administration.
Selected Answer: 1. 
Time
Answers: 1. 
Time
2. 
Cost
3. 
Power
4. 
None of these
 Question 20
1 out of 1 points
Select the most appropriate option
In a print ad one starts with a specified ____ of the advertisement.
Selected Answer: 1. 
Size
Answers: 1. 
Size
2. 
Nature
3. 
Strategy
4. 
None of these
 Question 21
 1 out of 1 points
Select the most appropriate option
After idea generation, the next crucial task is of ______ the idea into a language to which
the consumer is likely to respond best.
Selected Answer: 1. 
Translating
Answers: 1. 
Translating
2. 
Transferring
3. 
Encoding
4. 
None of these
 Question 22
1 out of 1 points
Select the most appropriate option
Information relating to quantitative aspects generally rely on _______ messages like the
spokesperson to affect interest.
Selected Answer: 1. 
Peripheral
Answers: 1. 
Peripheral
2. 
Central
3. 
External
4. 
None of these
 Question 23
1 out of 1 points
State whether the given statement is true or false
Out of home media is a way of reaching customers when they are not at home, watching
TV or reading that newspaper or magazine. 
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 24
1 out of 1 points
Select the most appropriate option
Besides the high cost of media time, the costs of producing good quality commercials
are quite ____.
 Selected Answer: 1. 
High
Answers: 1. 
High
2. 
Low
3. 
Moderate
4. 
None of these
 Question 25
1 out of 1 points
Select the most appropriate option
Each element of promotion mix has its own unique ________ and associated costs.
Selected Answer: 1. 
Attributes
Answers: 1. 
Attributes
2. 
Uses
3. 
Elements
4. 
Advantages
 Question 26
1 out of 1 points
State whether the given statement is true or false
The manner in which the sender and receiver perceive the same word could give rise to
difference in encoding and decoding.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 27
1 out of 1 points
Select the most appropriate option
A critical ______ of the CBBE model is in planning, implementing, and interpreting brand
strategies.
Selected Answer: 1. 
Application
Answers: 1. 
Application
 2. 
Illustration
3. 
Explanation
4. 
None of these
 Question 28
1 out of 1 points
Select the most appropriate option
______ influence carries great weight for products that are expensive, risky or highly
visible.
Selected Answer: 1. 
Personal
Answers: 1. 
Personal
2. 
Official
3. 
Commercial
4. 
None of these
 Question 29
1 out of 1 points
Select the most appropriate option
______ has gained increased attention because agencies are most concerned about the
need to communicate effectively with the target audience of the client.
Selected Answer: 1. 
Research
Answers: 1. 
Research
2. 
Finance
3. 
Popularity
4. 
None of these
 Question 30
1 out of 1 points
Select the most appropriate option
The older linear view of communication treated the sender as the _______ of message
and its meaning.
Selected Answer: 1. 
Determiner
Answers: 1. 
 Determiner
2. 
Owner
3. 
Basis
4. 
None of these
 Question 31
1 out of 1 points
Fit the best option
STP is concurrently a device and a decision process with [var0] milestones or gates.
Specified Answer for: var0 intrinsic
 Question 32
0 out of 1 points
Fit the best option
The word communication is derived from the Latin word [var0]
Specified Answer for: var0 communis
 Question 33
1 out of 1 points
Select the most appropriate option
The four letter, oldest and popular model of marketing communications is ______ model.
Selected Answer: 1. 
AIDA
Answers: 1. 
AIDA
2. 
DGMA
3. 
ADDA
4. 
DGMR
 Question 34
1 out of 1 points
State whether the given statement is true or false
The promotion mix is not designed to satisfy only the prospective buyer or only the
regular buyer.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 35
1 out of 1 points
 Fit the best option
The pre-requisite of communication is a [var0].
Specified Answer for: var0 message
 Question 36
1 out of 1 points
Select the most appropriate option
_____ advertisements are the major source of revenues and may account for
approximately 70% of the total advertising revenues for an average newspaper.
Selected Answer: 1. 
Display
Answers: 1. 
Display
2. 
Print
3. 
Classified
4. 
None of these
 Question 37
1 out of 1 points
Fit the best option
[var0] is a unique tool used by marketers in an attempt to persuade consumers to act in
a desired manner.
Specified Answer for: var0 communication
 Question 38
1 out of 1 points
Select the most appropriate option
The ______ marketing communications is a data-driven approach which identifies the
consumer insights and develops a strategy with the right combination of offline and
online channels which should result in a stronger brand-consumer relationship.
Selected Answer: 1. 
Integrated
Answers: 1. 
Integrated
2. 
Consolidated
3. 
Decentralised
4. 
None of these
 Question 39
1 out of 1 points
Select the most appropriate option
Direct mail, sales promotion, exhibitions, merchandising, and sales literature etc. are
referred as _____-the-line-media.
 Selected Answer: 1. 
Below
Answers: 1. 
Below
2. 
Above
3. 
Ove
4. 
None of these
 Question 40
1 out of 1 points
Select the most appropriate option
Like any other mode of communication an effective ad too emerges from a ______ idea.
Selected Answer: 1. 
Powerful
Answers: 1. 
Powerful
2. 
Wasted
3. 
Celecrity presence
4. 
None of these
 Question 41
1 out of 1 points
State whether the given statement is true or false
Moral appeals are directed to the audience’s sense of what is “right” and “proper.”
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 42
1 out of 1 points
Select the most appropriate option
Great clients make the agency responsible for the advertising and delegate the _______ it
needs.
Selected Answer: 1. 
Authority
Answers: 1. 
Authority
2. 
 Position
3. 
Roles
4. 
None of these
 Question 43
1 out of 1 points
Select the most appropriate option
______ means the potential audience that might get exposed to the message through a
media vehicle.
Selected Answer: 1. 
Coverage
Answers: 1. 
Coverage
2. 
Buying
3. 
Capacity
4. 
None of these
 Question 44
1 out of 1 points
Select the most appropriate option
A media ____ from the client must indicate the objective or objectives, the proposed
advertising is trying to accomplish.
Selected Answer: 1. 
Brief
Answers: 1. 
Brief
2. 
Channel
3. 
Person
4. 
None of these
 Question 45
1 out of 1 points
Select the most appropriate option
To build a strong brand, the right _____ structures must exist in the minds of actual or
prospective customers so that they respond positively to marketing activities and
programs in these different ways.
Selected Answer: 1. 
Knowledge
Answers: 1. 
 Knowledge
2. 
Organizationa
l
3. 
Decision
4. 
None of these
 Question 46
1 out of 1 points
Select the most appropriate option
To find out effectiveness, a research has to be conducted ____-advertisement.
Selected Answer: 1. 
Post
Answers: 1. 
Post
2. 
Prior
3. 
Midway
4. 
None of these
 Question 47
1 out of 1 points
Select the most appropriate option
Enacting the four steps to create the right brand identity, brand meaning, brand
responses, and brand relationships is a _____ and difficult process.
Selected Answer: 1. 
Complicated
Answers: 1. 
Complicated
2. 
Ambiguous
3. 
Irrelevant
4. 
None of these
 Question 48
1 out of 1 points
Fit the best option
[var0] of all the elements of promotion mix is necessary to meet the information
requirements of all target customers. 
Specified Answer for: var0 integration
 Question 49
 1 out of 1 points
State whether the given statement is true or false
An ad agency is independent from the client and provides an outside point of view to the
effort of selling the client's products or services.
Selected Answer: 1. 
True
Answers: 1. 
True
2. 
False
 Question 50
2 out of 2 points
Select the most appropriate option
According to Murphy, there is a _____, or environment, which is external to both the
sender as well as the receiver. The receiver and the sender both pick the ______ from this
external environment.
Selected Answer: 1. 
Context, stimuli
Answers: 1. 
Context, stimuli
2. 
Concept, choice
3. 
Contect, reason
4. 
None of these
 Question 51
2 out of 2 points
Select the most appropriate option
A creative idea can be _____ and effective only when it is relevant to the target audience’s
______, wants, or aspirations.
Selected Answer: 1. 
Appropriate, needs
Answers: 1. 
Appropriate, needs
2. 
Beautiful, fancies
3. 
Appropriate, fancies
4. 
None of these
 Question 52
2 out of 2 points
Select the most appropriate option
________ is any paid form of non-personal mass communication through various media
 to present and promote products, services, ideas, etc. by an identified sponsor.
Selected Answer: 1. 
Advertising
Answers: 1. 
Advertising
2. 
Channelising
3. 
Acting
4. 
Selling
 Question 53
2 out of 2 points
Select the most appropriate option
A formal campaign plan provides a rational _____ in order to identify major advertising
and other communication _____ on which the company should focus to achieve its sales
and profit objectives.
Selected Answer: 1. 
Analysis, issues
Answers: 1. 
Analysis, issues
2. 
Traditional, rules
3. 
Statistical, modes
4. 
None of these
 Question 54
2 out of 2 points
Select the most appropriate option
The element of ______ in the communication process refers to any type of unplanned
disruption or interference that may hinder the communication.
Selected Answer: 1. 
Noise
Answers: 1. 
Noise
2. 
Fun
3. 
Words
4. 
Expressions
 Question 55
2 out of 2 points
 Select the most appropriate option
____ rates are the highest quoted for national advertisers and are applicable only for a
____ insertion.
Selected Answer: 1. 
Open, single
Answers: 1. 
Open, single
2. 
Flat, single
3. 
Open, double
4. 
None of these
 Question 56
2 out of 2 points
Select the most appropriate option
Awareness on its own may not be sufficient to stimulate a purchase. _______ about the
product or the organization is necessary.
Selected Answer: 1. 
Knowledge
Answers: 1. 
Knowledge
2. 
Features
3. 
Comparison
4. 
Choice 1 and 2
 Question 57
2 out of 2 points
Select the most appropriate option
Radio and TV are very different from newspaper, when it comes to measuring the size of
audience. In TV, the ________ and _______ message gets mixed up.
Selected Answer: 1. 
Programme, advertising
Answers: 1. 
Programme, advertising
2. 
Matter, message
3. 
Programme, message
4. 
None of these
 Question 58
 2 out of 2 points
Select the most appropriate option
Advertisers, who are interested in delivering their message to a very specific, _____
defined, often small, target audience, find that TV leads to over exposure, ______ its cost-
effectiveness.
Selected Answer: 1. 
Narrowly, reducing
Answers: 1. 
Narrowly, reducing
2. 
Broadly, increasing
3. 
Minutely, Maintaining
4. 
None of these
 Question 59
2 out of 2 points
Select the most appropriate option
Marketing must know how to use _______, sales promotion, publicity and personal selling
to communicate the product’s existence and ____ to the target customer.
Selected Answer: 1. 
Advertising, Value
Answers: 1. 
Advertising, Value
2. 
Product, cost
3. 
Advertising, value
4. 
None of these
 Question 60
2 out of 2 points
Select the most appropriate option
A number of uncontrollable factors may lessen the ________ of outdoor ads, such as
trees, __________ and traffic signals may distract the audience.
Selected Answer: 1. 
Effectiveness, structures
Answers: 1. 
Effectiveness, structures
2. 
Impact, movies
3. 
Quality, structures
4. 
 None of these
 Question 61
2 out of 2 points
Select the most appropriate option
The __ campaign is guided by the promotion and advertising plans, which evolve from
______ objectives and strategy.
Selected Answer: 1. 
Ad, marketing
Answers: 1. 
Ad, marketing
2. 
Social, organizational
3. 
Social, product
4. 
None of these
 Question 62
2 out of 2 points
Select the most appropriate option
Brand ______ is related to the strength of the brand node or trace in memory as reflected
by consumers’ ability to recall or recognize the brand under different conditions.
Selected Answer: 1. 
Awareness
Answers: 1. 
Awareness
2. 
Image
3. 
Perception
4. 
None of these
 Question 63
2 out of 2 points
Select the most appropriate option
The worth of the framework for a company or marketer is simply _______. The exercise
enables one to recognize and address niches within a wider market that may be
underserved or _________ completely.
Selected Answer: 1. 
Recognizable, neglected
Answers: 1. 
Recognizable, neglected
2. 
Attainable, unworthy
3. 
Agreeable, neglected
4. 
None of these