ST. MARY’S COLLEGE OF LABASON, INC.

Brgy. Imelda, Labason, Zamboanga del Norte

Email add: smclabason@yahoo.com/marianslabason@gmail.com
Contact #s: Contact #s 09759346259/09501506596
School Code:09050

MIDTERM EXAMINATION
MM 6- Advertising
Summer, A.Y. 2022-2023
Name: Date: Score: _________
Year & Level: Teacher:
Multiple Choice. Choose the letter of the correct answer on the choices given after each statement. Write your answer on
the space provided before each item. 2 points each.
______1. This refers to the seller’s decision of advertising only the positive aspects of their products or business.
a. Puffery b. Unfair advertising c. Affirmative disclosure d. Promotion
______2. This refers to the coordination of two or more marketing communications.
a. IMC b. Puffery c. Affirmative disclosure d. Promotions
______3. This is the process of dividing the market into groups with the same characteristics.
a. Targeting b. Positioning c. Segmentation d. Marketing
______4. This refers to the organization who wants to advertise their own product.
a. Ad agency b. Media organization c. Ad specialist d. Advertiser
______5. These are channels of communication where information travels through them to the consumer.
a. Ad agency b. Media organization c. Ad specialist d. Advertiser
______6. This refers to the nonpersonal communication of information usually paid for by identified sponsors.
a. Sales promotion b. Advertising c. Publicity d. Direct marketing
______7. This refers to a face-to-face communication between the seller and buyer.
a. Advertising b. Personal selling c. Direct marketing d. Sales promotion
______8. A form of segmentation that uses age and gender in dividing the market.
a. Geographic b. Psychographic c. Demographic d. Socioeconomic
______9. This refers to the organization whose task is to create advertisements.
a. Ad agency b. Media organization c. Ad specialist d. Advertiser
______10. A type of advertising media under publications that reaches a large audience.
a. Newspaper b. Magazines c. Television d. Radio
______11. A type of selling where plenty of time is needed to deliver the message.
a. Direct selling b. Personal selling c. Nonpersonal selling d. Online selling
______12. This refers to the combination of name, logo, symbols, and design.
a. Advertising b. Brand c. Promotions d. Brand value
______13. A segmentation that divides the market on the basis of personality, values and lifestyle.
a. Geographic b. Psychographic c. Demographic d. Socioeconomic
______14. An organization whose task is to screen advertisements then present it to the public.
a. Ad agency b. Media organization c. Ad specialist d. Advertiser
______15. A type of advertising media under publications that appeal to a very specific target audience.
a. Newspaper b. Magazines c. Television d. Radio
______16. A type of selling where the message doesn’t have to be created on the spot.
a. Direct selling b. Personal selling c. Nonpersonal selling d. Online selling
______17. Which of the following is not included in the marketing mix?
a. Advertising b. Personal selling c. Direct marketing d. Promotion
______18. A segmentation that divides the market on the basis of place or areas of residence.
a. Geographic b. Psychographic c. Demographic d. Socioeconomic
______19. An individual whose task is to plan, create and evaluate company or product advertisements.
a. Ad agency b. Media organization c. Ad specialist d. Advertiser
______20. A type of broadcast media where audience experience color, sound and action making them easy to remember.
a. Newspaper b. Magazines c. Television d. Radio
______21. This refers to the legitimate exaggeration of the advertising claims to overcome consumer doubts.
a. Puffery b. Unfair advertising c. Affirmative disclosure d. Promotion
______22. An example of this communication is special event sponsorship.
a. Sales promotion b. Personal selling c. Public relations d. Advertising
______23. A segmentation that divides the market on the basis of economic status.
a. Geographic b. Psychographic c. Demographic d. Socioeconomic
______24. A form of management where only one person makes a decision for the company, usually the president.
a. Centralized b. Decentralized c. Democratic d. Aristrocratic
______25. A type of broadcast media that has an effective and affordable way to reach the target market.
a. Newspaper b. Magazines c. Television d. Radio
______26. A way of differentiating a product where the actual differences is easily seen.
a. Perception b. Perceptible c. Imperceptible d. Induced
______27. This refers to a communication where no intermediaries are needed as producers reach out to consumers
directly.
 a. Direct marketing b. Personal selling c. Interactive marketing d. Sales promotion
______28. Fitting the product or service to the selected segment in such a way as to set it apart from the competition.
a. Targeting b. Positioning c. Segmentation d. Marketing
______29. A form of management where all people in the organization are involved in decision making.
a. Centralized b. Decentralized c. Democratic d. Aristrocratic
______30. An example of this advertising median are sales letters, catalogs, flyers and postcards.
a. Electronic mail b. Internet media c. Out-of-home media d. Printed mail
______31. A way of differentiating products where the actual differences cannot be seen.
a. Perception b. Perceptible c. Imperceptible d. Induced
______32. This refers to the short-term inducement of value that would catch the interest of the consumers or resellers.
a. Direct marketing b. Personal selling c. Interactive marketing d. Sales promotion
______33. Which of the following positioning strategies makes use of product benefits?
a. Wilkins distilled to quench your thirst! b. Bioderm soap for your body rashes!
c. Sunsilk, for a shiny and silky hair! d. Tide, the number one leading brand!
______34. Which of the following is not an advantage of decentralization?
a. Concentrated attention b. Increased flexibility
c. Lack of authority d. Rapid problem response
______35. A type of advertising media which include business websites, ads, and other search engines.
a. Electronic mail b. Internet media c. Out-of-home media d. Printed mail
______36. These are parity products where no actual differences are seen.
a. Perception b. Perceptible c. Imperceptible d. Induced
______37. This is a form of communication that happens in real time with the use of the internet.
a. Direct marketing b. Personal selling c. Interactive marketing d. Sales promotion
______38. Which of the following positioning strategies makes use of product class?
a. Wilkins distilled to quench your thirst! b. Bioderm soap for your body rashes!
c. Sunsilk, for a shiny and silky hair! d. Tide, the number one leading brand!
______39. Which of the following is not an advantage of centralization?
a. Better communications b. Less goal involvement
c. Fewer personnel d. Continuity
______40. An example of this advertising media are billboards, signs and transit posters.
a. Electronic mail b. Internet media c. Out-of-home media d. Printed
media
______41. A stage in marketing where demand was so high that whatever was made was sold.
a. Production-oriented b. Sales-oriented c. Marketing-oriented d. Price-oriented
______42. This refers to trade-oriented sales promotion intended for resellers.
a. Pull strategy b. Push strategy c. Direct marketing d. Sales promotion
______43. This is the process of naming a product usually with its attributes or benefits.
a. Targeting b. Positioning c. Branding d. Marketing
______44. Which of the following is an advantage of centralization?
a. Less goal involvement b. Longer response time
c. Impractical for multiple brands d. More top management involvement
______45. An advertising media that involves useful items such as pens, shirts, caps, umbrellas and etc. that are given
away.
a. Specialty media b. Directory advertising c. Telemarketing d. Product placement
______46. A stage in marketing where companies tried to discover what products consumer wanted before making them,
then advertising them.
a. Production-oriented b. Sales-oriented c. Marketing-oriented d. Price-oriented
______47. This refers to consumer-oriented sales promotion intended for final users.
a. Pull strategy b. Push strategy c. Direct marketing d. Sales promotion
______48. An important product decision where the consumers’ first exposure to the product is considered.
a. Advertising b. Branding c. Packaging d. Distribution
______49. Which of the following is an advantage of decentralization?
a. Increased flexibility b. Ineffective decision making
c. Internal conflicts d. Lack of authority
______50. An advertising media that communicate with customers through the use of phone number, address, or website.
a. Specialty media b. Directory advertising c. Telemarketing d. Product placement

Essay: Answer the question below in maximum of three sentences.

1. Why is advertising important?
Congratulations for completing this exam!
-Teacher Jas😊