Advertising & Brand Management

TYBBA – Sem 5
Multiple Choice Questions

Ms. Vinita Sutaria

Vivekanand College for BBA

1 What constitutes a brand??

A. Name B. Design D
C. Symbol D. All of the above
2 What is Brand Judgement?
A. Are customers’ personal B. what customers think or feel about
opinions the brand. the brand.
C. Customers may also form D. None of the above A
judgments about the company
behind the brand.
3 What are the sources of brand equity
A. Brand Awareness B. Brand Image
D
C. Brand loyalty D. All of above
4 What are brand elements??
A. Logo B. Color palette
D
C. Tagline D. All of above
5 Customer Based Brand Equity means -
A. the effect of brand knowledge B. perceptions, preferences, and
on consumer response to the behavior related to all aspects of
C
marketing of that brand. brand marketing
C. Both A and B D. None of the above
6 Identify Brand from tagline - "Advancement Through Technology"
A. Skoda B. Audi
B
C. Tesla D. Maruti Suzuki
7 Identify Brand from tagline - "There are some things money can't buy. For
everything else, there's __________."
A. Mastercard B. Visa
A
C. Corona Virus D. Rupay
8 What can be branded EXCEPT
A. Physical goods B. Animals
B
C. Organizations D. Geographic places
9 What is advertising?
A. Publicity B. Sales promotion
D
C. Paid information D. All the above
10 The motive to which an ad is directed, designed to stir a person toward goal
the advertiser has set is known as
A. Appeal B. Need
A
C. Demand D. Desire
11 This is a hierarchy of effects or sequential model used to explain how
advertising works:
A. ADD B. AIDA
B
C. PESTLE D. SWOT
12 What is AIDA?
A. Advertisement, Interest, B. Advertisement, Interest, Desire,
Demand, Acquire. Attention.
D
C. Advertisement, Interest, D. Attention, Interest, Desire, Action
Desire, Acquire.
13 IMC is about?
A. Co-ordinated promotional B. Bear for the marketing strategy.
tools.
D
C. Harmonized messages. D. A strategically resolute bend of
internal and external messages.
14 Which of these is a possible disadvantage of IMC?
A. Centralization. B. Communications synergy.
C. Co-ordinated product D. Customer focus. A
development.
15 Which medium is best depends entirely on the advertiser s objectives, the
creative needs, the competitive challenge and the ______
A. Clients choice. B. Creative plans choice.
C
C. Budget available. D. Agencies choice.
16 Advertisements provide consumers with essential information about products
and services, including _______.
A. The existence of the product B. Where to sell the product or service.
or service.
B
C. Where to get the product or D. How much the product or service
service. costs.
17 An advantage of television ads overprint and radio ads is the ability of
television to____________.
A. Linger in consumer’s B. Provide advertisers carefully
possession for in-depth and targeted audiences of as few as a
repeated reference. single person. C
C. Let consumers hear a product D. Let consumers suggest about the
and see it in action. product
18 Which of the following is the first stage of the marketing communications
planning process and analysis of four main environmental context in order to
shape the detail of the plan?
A. Media Analysis B. Environmental Analysis
A
C. Context analysis D. Audience Analysis
19 One reason for using magazines as an advertising medium is
A. The short lead time needed to B. Their ability to target specific B
place an ad audiences
C. The lack of noise associated D. Their low cost
with the use of magazines in
the communication
20 Most advertising messages are made up of two types of elements. They are

A. Functional and persuasive B. Expository and persuasive C

C. Informational and persuasive D. Informational and creative
21 An advertising message usually focuses on

A. The models in the ad. B. Advantages of the product over D

competing ones
C. Availability of the product D. Key benefits of the product that are
important to the buyer
22 The _____ is a promotional planning tool that can be used by marketers to
consider how each controllable element of the communications model
interacts with the consumer's response process.
A. dissonance/attribution matrix B. persuasion matrix B
C. AIDA model D. response model
23 According to the persuasion matrix, which of the following is a dependable
variable of the communications model?
A. source B. message C
C. comprehension D. channel
24 The independent variable in the persuasion matrix that takes into account the
passage of information from one person to another is
A. the source. B. the message. D
C. the behavior. D. the destination.
25 _____ is the extent to which a recipient sees a source as having relevant
knowledge, skill, or experience and trusts the source to give unbiased,
objective information.
A. Source attractiveness B. Source popularity C
C. Source credibility D. Source power
26 Which of the following statements is true about the use of corporate leaders
as advertising spokespersons?
A. the use of a company B. If a firm's image is too closely tied C
president or CEO is an to its leader, it will face problems if
ineffective way of expressing and when the leader leaves the
the company's commitment to company.
quality and customer service.
C. Only Fortune 500 companies D. Corporate spokespersons are
use corporate leaders as their ineffective for consumer products.
spokespersons.
27 Any paid type of non-personal promotion and presentation of goods, services
or ideas by an identified sponsor is
A. Sales promotion B. Direct marketing D
C. Events and experiences D. Advertising
28 Numerous forms of short-term incentives to promote trial or buying of a
service of product is
A. Sales promotion B. Direct marketing A
C. Events and experiences D. Advertising
29 Company sponsored programs and activities planned to create special brand
related interactions is
A. Sales promotion B. Direct marketing C
C. Events and experiences D. Advertising
30 Several programs planned to protect or promote a company's image or its
products is known as
A. Sales promotion B. Direct marketing D
C. Events and experiences D. Public relations and publicity
31 The face-to-face interaction with prospective buyers for the objective of
answering questions, procuring orders and making presentations is
A. Interactive marketing B. Direct marketing C
C. Personal selling D. Word-of-mouth marketing
32 Awareness, knowledge, liking, preference, conviction and purchase the tasks
in same order are in

A. AIDA model B. Hierarchy of effects model B

C. Innovation adoption model D. Communications model
33 Ability to recall or recognize the brand within the group in sufficient details
to make a buy is
A. Category need B. Brand awareness B
C. Brand attitude D. Brand purchase intention
34 Brand assets include:
A. The name of brand B. Reputation, loyalty, and relevance B
C. Less quality complaints D. All of above
35 Marketers need to position their brands clearly in target customers' minds.
The strongest brands go beyond attributes or benefit positioning. They are
positioned on the basis of which of the following?
A. Desirable benefit B. Good packaging C
C. Strong beliefs and values D. Service inseparability
36 The process of establishing and maintaining a distinctive place in the market
for an organization or its specific product offers is known as _________.
A. Profiling B. Segmentation C
C. Positioning D. None of above
37 To have value, a brand must offer which one of the following?
A. Consistency, a reduced level B. An identity through which the A
of perceived risk for the customer can trace the party
buyer, and a range of responsible for supplying the
functional and emotional product.
attributes which are of value
to buyers.
C. A simple product range with a D. A complex product range with a
defined set of features defined set of features
38 _____ includes all that is linked up in memory about the brand. It could be
specific to attributes, features, benefits or looks of the brand.
A. Brand attitude B. Brand Associations B
C. Brand relationship D. Brand image
39 A marketer needs to understand that some ‘general traits’ of a brand name are
______
A. Easy to recognize B. Easy to pronounce D
C. Easy to memorize or recall D. All of the above
40 “Jod jo tootega nahin” tagline is related with brand ______
A. M-Seal B. Fevikwik C
C. Fevicol D. Ambuja cement
41 ______ means that the meaning of the brand is consistently and continuously
conveyed into the minds of the customers.
A. Brand reinforcement B. Brand attitude A
C. Brand awareness D. Brand equity
42 “The is the marketing strategy adopted when the product reaches the maturity
stage of product life cycle, and profits have fallen drastically.
A. Brand equity B. Brand knowledge C
C. Brand Revitalization D. Brand awareness
43 Achieving the right brand identity means creating brand ___________ with
customers.
A. Loyalty B. Salience B
C. Resonance D. Awareness
44 The strategic brand management process starts with understanding what the
brand represents and how it is __________ with respect to its competitors.

A. Targeted B. Promoted D
C. Segmented D. Positioned
45 Which of the following statement is true?
A. Branding helps to organize B. Branding helps in getting a D
inventory competitive advantage
C. Brand signals a certain level D. All of the above
of quality
46 "The Joy of Flying"• is slogan of
A. Go Air B. Spice Jet D
C. Kingfisher Airlines D. Jet Airways
47 The approach of using an established brand to launch a new product is ____
A. Line extension B. Brand extension B
C. Category extension D. None of the above
48 "A lot can happen over coffee", is tagline of:
A. Cafe Coffee Day B. Starbucks A
C. Barista D. None of the above
49 When BMW made a competitive entrance in the U.S. in the early 1980s, it
positioned the brand as that offered ________
A. Luxury B. Performance C
C. Both A and B D. None of the above
50 DAGMAR model was conceptualized by
A. David Ogilvy B. Russell Colley B
C. Alyque Padmasee D. Bharat Dabholkar
51 Which of the following is more of personal medium of advertisement?
A. Internet advertisement B. Broadcast media C
C. Direct mail advertising D. Print media
52 If a company wants to build a good “corporate image” , it will probably use
which of the following marketing communication mix tools
A. Advertising B. Public relations B
C. Direct marketing D. Sales promotion
53 ___________ is the degree of attachment that customers have to a brand as
expressed by repeat purchase
A. Brand community B. Brand image C
C. Brand loyalty D. Brand identity
54 __________ is a clever phrase that serves as a reminder of a brand, company
image, or campaign theme
A. Caption B. Body copy D
C. Display copy D. Slogan
55 ___________ is also called as logo
A. Signature B. Tagline A
C. Captions D. Design
56 __________ is short songs that deliver a brand story in an easy-to sing
format
A. Melody B. Jingles B
C. Rap D. Jazz
57 Dividing the market based on age, income, gender, educational qualification
is known as
A. Branding B. Targeting C
C. Demography D. Positioning
58 Which of the following is NOT a requirement for setting advertising
objectives
A. Objective must specify the B. Objective must be realistic D
amount of change
C. Objective must be clear in D. Objective must be stated in terms of
writing profit
59 __________ agencies specialize in endorsement of brands in the various
social media platforms like blogs, social network sites, forums etc.
A. Social media B. User generated content A
C. Friend feed D. Social network service
60 Brand names that other companies can buy the right to use is known as
A. Brand image B. Licensed brands B
C. Brand identity D. Brand positioning
61 “Har Ghar Kuchch Kahta hein”, is the slogan of which brand
A. Berger Paints B. Indigo Paints C
C. Asian paints D. Nerolac Paints
62 “Zindagi ke Saath bhi, zindagi ke baad bhi”, is the slogan of which brand
A. Bharti AXA life insurance B. HDFC insurance D
C. ICICI prudential D. LIC
63 “Meh Surakshit Hum Surakshit Bharat Surakshit”, is the tagline of which
company/brand
A. Aarogya setu B. Myntra A
C. Spotify D. AJIO
64 “Sapno Ki Apni Dukaan”, is the tagline of which company/ brand
A. Flipkart B. Amazon India B
C. Pepperfry D. Myntra
65 “It Takes A Leader To Deliver”, is the tagline of which company/brand
A. DHL B. DTDC C
C. Blue dart D. FedEx
66

Identify the logo

A. Lays B. Bingo D
C. Uncle chips D. Pringles
67

Identify the logo

A. Pepsi B. Coca-cola A
C. Tropicana D. Diet Coke
68

Identify the logo

A. Walt Disney Studio B. Warner Bros B

C. Pixar Animation • D. Paramount Animation.

69

Identify the logo

A. Target B. Tesco C
C. Walmart D. Marks & Spencer
70

Identify the logo

A. World Wildlife Fund B. PeTA A
C. Humane Society International D. Wildlife Conservation Society