Advertising Management MCQs

1. is any paid form of non-personal presentation and promotion of ideas or products by an identified
sponsor.
a. Marketing
b. Promotions
c. Advertising
d. Publicity
Ans: C

2. Developing involves a series of decisions for planning, creating, delivering, and evaluating an
advertising effort
a. Marketing plan
b. Advertising message
c. Advertising campaigns
d. None of these
Ans: C

3. What is CPA?
a. Continuous Partial Attention
b. Customer’s Partial Attention
c. Continued Partial Advertising
d. Continuous Partial Advertising
Ans: A

4. In advertising, products that are forbidden from being advertised are promoted through another product
of the same brand, using the brand image.
a. Stealth
b. Surrogate
c. Ethical
Ans: C

5. Which is the oldest largest advertisement agency in India?

a. Lowas Lintas
b. Ogilvy & Mather
c. Hindustan Thompson Associates Ltd
d. None of these
Ans: C

6. Production is a part of which department?

a. Creative
b. Media
c. Client Servicing
d. Marketing Research
Ans: A

7. are the wordsmiths who do the wording of an advertisement

a. Creative director
b. Accounts Executive
c. Copychief
d. Copywriters
Ans: D

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8. What is the term used for advertising done for intermittent and irregular periods and alternating with shorter
periods of no advertising?
a. Continuity Scheduling
b. Pulse Scheduling
c. Intermittent Scheduling
d. Flight Scheduling
Ans: D

9. Expand DAGMAR
a. Defining Advertising Goals for Measured Advertising Results
b. Developing Advertising Goals for Measuring Advertising Results
c. Defining Agency Goals for Measured Advertising Results
d. Defining Advertising Goals for Marketing& Advertising
Results Ans: A

10. is a long-term tool and often not even designed to increase sales immediately.
a. Promotions
b. Marketing Mix
c. Advertising
d. Both & C
Ans: C

11. This process of transforming the content of a message (thoughts, ideas, news, etc.) into a symbolic form
is known as
a. Decoding
b. Encoding
c. Noise
d. Communication process
Ans: B

12. What is Zapping?

a. switching of channels during boring programs or ad commercials
b. switching programs using a remote
c. fast-forwarding through commercials in programs recorded on a video cassette/TV.
d. None of these
Ans: B

13. is the process by which an individual selects, organizes, and interprets information inputs to create
a meaningful picture of the world
a. Decoding
b. Perception
c. Perceptual mapping
d. Mind filters
Ans: B

14. characteristics are at the feeling level, hardly measurable, but vital for brand selection if associated
with positive experiences
a. Pseudo physical
b. Psychological attributes
c. Physical
d. Rational
Ans: B

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15. The is considered to be the most important part of a print copy that is supposed to convey the main
message in an advertisement
a. Copy
b. Pictures
c. Jingle
d. Headline
Ans: D

16. Which type of advertising aims at selling capital goods, B-to-B, and intermediary industrial products?
a. Corporate advertising
b. Industrial advertising
c. Financial advertising
d. Specialty Advertising
Ans: B

17. What is the term used for determining an advertisement’s effectiveness based on consumer
responses, feedback, and behavior?
a. Pre-Testing
b. Copy- Testing
c. Both A & B
d. None of these
Ans: C

18. is essentially a science and an art that helps determine the most effective manner of spending
the marketer’s money across media
a. Flight Scheduling
b. Continuity Scheduling
c. Market Research
d. Media Planning
Ans: D

19. Who among the following is responsible to keep updates with media trends, obtain media costs,
discover market trends and understand the motivations of consumers?
a. Client Service executive
b. Media Planner
c. Media Buyer
d. Advertising Agency
Ans: B

20. What factors should be considered while setting the advertising budget?
a. Competition
b. Market situation
c. Sales decay rate
d. All f the
above Ans: D

21. Expand AIC

a. Advertising Information Curve
b. Advertising Intensiveness Curve
c. Advance Information Curve
d. Advertising Investment Curve
Ans: B

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22. The All- you- can- afford method is used in which of the below?
a. Market Research
b. Budgeting
c. Media Planning
d. Media Buying
Ans: B

23. is an interactive computer-based system.

a. Management Information system
b. Self Support System
c. Decision Support System
d. Direct Support System
Ans: C

24. An offer is a value for money that the campaign offers.

a. Media
b. Advertising
c. Direct
d. Mass
Ans: C

25. Which of the below is an example of Direct Mail?

a. Personal Selling
b. Advertising
c. Direct Marketing
d. Public Relations
Ans: C

26. In which type of marketing Interactive Voice Recording (IVR) is used?

a. Direct Mail
b. Internet Marketing
c. Direct Marketing
d. One to one marketing
Ans: C

27. What is Brat Power?

a. Importance of new mediums like the internet
b. Evolving customer segment of kids, children
c. Evolving customer segment
d. Evolving media power
Ans: B

28. For which type of market small packaging, single-use packets are suitable?
a. Urban
b. Rural
c. Semi-Urban
d. Metros
Ans: B

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29. A successful campaign mixes the and modern media cleverly to get the best results.
a. Traditional
b. Popular
c. Preferred
d. None of these
Ans: A

30. Which of the following are examples of mass media used in rural areas?
a. TV
b. Radio,
c. Village melas
d. All of the
above Ans: D

31. is the watchdog organization that lays down ethical standards for the advertising industry.
a. IRDA
b. ASCI
c. DMA
d. TRAI
Ans: B

32. Misleading advertisements are covered by the Protection Act of 1986.

a. Company
b. Customer
c. Agency
d. None of these
Ans: B

33. is the portrayal of people in a way that is devoid of individuality.

a. Puffery
b. Stereotyping
c. Endorsements
d. Halo Effect
Ans: B

34. Misleading Advertising, Unethical Product Endorsements, Stereotyping are some of the advertising .
a. Strategies
b. Malpractices
c. Practices
d. Drawbacks
Ans: B

35. What is IPR?

a. Intellectual property rate
b. Intellectual Person’s right
c. Intellectual Property Rights
d. International Promotions
Right Ans: C

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36. The, when enacted, will provide for pre-censorship and categorization of advertising and programming
content.
a. Content Code
b. Advertiser’s code
c. Doordarshan’s Code
d. AIR Code
Ans: A

37. Intellectual property refers to creations of the .

a. Team
b. Employees
c. Advertising agency
d. Mind
Ans: D

38. Products with little or more differentiation can call for advertising.
a. Low
b. Heavy
c. Minimum
d. Maximum
Ans: B

39. Which of the following Acts refers to the safety and interest of consumers directly
a. MRTP Act
b. RTI Act
c. IPR Act
d. Consumer Protection Act,
1986 Ans: D

40. The fundamental objective of media with reference to advertising is to deliver the right message to the right
at the right time.
a. Client
b. Person
c. Place
d. Medium
Ans: B

41. The in the hands of high school and college students at a certain segment is any businessman’s delight.
a. Pocket money
b. Excess money
c. Purchasing power
d. disposable money
Ans: D

42. Sales promotion is particularly effective in triggering trials and unplanned impulse purchases
a. Product
b. Pre-purchase
c. Purchase
d. None of these
Ans: A

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43. Mail-in coupons, Contest forms, etc are examples of
a. Publicity
b. Public relations
c. Sales promotion
d. A
ll of
the
abo
ve
Ans
:C

44. The number of copies sold or distributed by a newspaper or magazine is termed as

a. Readership
b. Circulation
c. Frequency
d.
R
e
a
c
h

A
n
s
:

45. The purpose of is to induce the consumer to try the product immediately.
a. Price Discounts
b. Discount Coupons
c. Free Offers
d.
R
e
f
u
n
d
s

A
n
s
:

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46. target resellers the wholesalers and retailers who distribute manufacturers’ products to the
end-users.
a. Sales Promotions
b. Trade promotions
c. Sweepstakes
d.
P
r
e
m
i
u
m
s

A
n
s
:

47. Expand P-O-P.

a. Price of purchase
b. Place of purchase
c. Point of Purchase
d. Prod
uct of
purchas
e Ans:
C

48. A is an art director’s counterpart of a blueprint.

a. Ad copy
b. StoryBoard
c. Layout
d.
V
i
s
u
a
l
s

A
n
s

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:

49. The promotional activities carried out through mass media like television, radio, newspaper
are called
a. Below the line b. Above the line
c. Between the line d.
None of these Ans: B

50. What is the term used to denote the number of times a particular advertisement reaches the
same person or family.
a. Frequency b. Reach
c. Relatedness d.
Gross impression Ans: A

1. Marketing utility consists of .

A. Price.
B. Place, price.
C. Product, place, price and profit.
D. Product, Price, place, promotion
ANSWER: D
2. A place for buying and selling activities is called .
A. Market.
B. Marketing.
C. Market research.
D. Market information.
ANSWER: A
3. The exchange value of a good service in terms of money is .
A. Price.
B. Product.
C. Buying.
D. Selling.
ANSWER: A
4. Selling the same product at different prices is known as .
A. Price lining.
B. Dual pricing.
C. Geographical pricing.
D. Monopoly pricing.
ANSWER: B
5. The words used to convey the advertisement idea is .
A. Advertisement.
B. Advertisement Research.
C. Advertisement copy.
D. Advertisement budget
ANSWER: C
6. Advertisement promotes .
A. . Purchases.

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B. Production.
C. Sales.
D. Price.
ANSWER: C
7. Agricultural products are .
A. Perishable.
B. Highly priced.
C. Low quality products.
D. Heterogeneous
goods ANSWER: D

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8. The social aspect of marketing is to ensure .
A. Price.
B. Demand.
C. Low price with high quality.
D. Service goods.
ANSWER: C
9. The orange juice manufacturers know that orange juice is most often consumed in the
mornings. However, they would like to change this and make the drink acceptable during
other time periods during the day. Which form of segmentation would they need to work with
and establish strategy reflective of their desires?
A. Gender segmentation.
B. Benefit segmentation
C. Occasion segmentation.
D. Age and life cycle segmentation
ANSWER: C
10. The typical method of retail operation used by supermarkets and catalog showrooms
is called:
A. Self service retailing.
B. Limited service retailing.
C. Full service retailing.
D. Service merchandiser.
ANSWER: C
11. Marketing creates profit by creating to the buyer.
A. Value. B. Money. C. Product. D. Price.
ANSWER: A
12. needs the interest of the buyer.
A. Product. B. Sales. C. Production. D. Manufacturing.
ANSWER: A
13. includes the configuration of benefits, value, cost and satisfaction
A. Demand. B. Innovation. C. Creativity. D. Invention.
ANSWER: D
14. All companies strive to build strength.
A. Brand. B. Image. C. Customer. D. Employee
ANSWER: A
15. Which one of the following is not one of the P s of marketing?
A. Product. B. Price. C. Place. D. Production.
ANSWER: D
16. . Which of the following best identifies how marketing must be understood today?
A. Satisfy customer needs. B. Marketing. C. Selling. D. Behaviour.
ANSWER: A
17. A is a trade of vale between two or more parties.
A. Transaction. B. Exchange. C. Transfer. D. Prospecting.
ANSWER: A
18. Which concept holds that consumers will not buy enough of organizations product unless
it takes large scale selling and promotion effort?
A. Marketing. B. Selling. C. Production. D. Product. ANSWER: B

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19. includes that other company s offering similar products & services to the same
customer at similar prices.
A. Supply Chain. B. Competition. C. Product. D. Price
ANSWER: B
20. consists of a group of customers who share a similar set of wants
A. Micro Marketing B. Mass Marketing. C. Market Segment. D. Market
targeting. ANSWER: A
21. The starting point for discussing segmentation is .
A. Segregation. B. Positioning. C. Both. D. None
ANSWER: A
22. Need become when they are directed to specific objects that might satisfy the need.
A. Wants B. Needs C. Demand. D. Flexibility.
ANSWER: A
23. A marketer is someone seeking a response from another party called .
A. Marketer. B. Prospect. C. Supplier. D. Distributor.
ANSWER: B
24. are wants for specific products that are backed up an ability and willingness to buy
them.
A. Demand. B. Wants. C. Needs. D. Desire.
ANSWER: A
25. Which is intangible among the following?
A. Product. B. Services. C. Products & services. D. Sales.
ANSWER: B
26. emerges when people decide to satisfy and want through exchange.
A. Marketing. B. Sales. C. Purchase. D. Accounting.
ANSWER: B
27. concept holds consumers will favour those products that offer the most quality or
performance.
A. Product. B. Selling. C. Production. D. Sales.
ANSWER: A
28. concept holds that consumers will favour those products that are conveniently
available in adequate quantity and affordable.
A. Product. B. Production. C. Selling. D. Buying.
ANSWER: B
29. concepts holds that consumers if left alone will ordinarily not buy enough of the
Organization s products.
A. Marketing. B. Product. C. Selling. D. Buying.
ANSWER: A
30. involves managing demand, which in turn involves managing customer relationship.
A. Marketing management. B. Direct marketing.
C. Production management.D. Advertising.
ANSWER: A
31. At which stage in the International Trade Cycle does a country usually import foreign goods?
A. Introduction stage. B. Growth stage. C. Maturity stage. D. Saturation stage.
ANSWER: B

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32. Which stage of the product lifecycle is marked by falling costs and rising revenues?
A. Introduction stage. B. Growth stage. C. Maturity stage. D. Saturation stage.
ANSWER: D
33. The usual source for new products is .
A. Marketing research
B. R&D.
C. Accidental discoveries.
D. A variety of sources including customers, competitors, serendipity and formal processes
ANSWER: A
34. The term marketing refers to .
A. New product concepts and improvements.
B. Advertising and promotion activities.
C. A philosophy that stresses customer value and satisfaction.
D. Planning sales
campaigns. ANSWER: C
35. A brand is a .
A. Name. B. Term. C. Sign. D. A combination of all of the above.
ANSWER: D
36. A marketing philosophy summarized by the phrase a good product will sell itself is
Characteristic of the period.
A. Production. B. Sales. C. Marketing. D. Relationship.
ANSWER: A
37. An organization with a orientation assumes that customers will resist purchasing
Products not deemed essential. The job of marketers is to overcome this resistance through
personal selling and advertising.
A. Production. B. Marketing. C. Relationship. D. Sales.
ANSWER: B
38. In the relationship marketing firms focus on_ relationships with .
A. Short term customers and suppliers.
B. Long term customers and suppliers.
C. Short term customers.
D. Long term
customers. ANSWER:
D
39. Which of the following is NOT an element of the marketing mix?
A. Distribution. B. Product. C. Target market. D. Pricing.
ANSWER: C
40. The term marketing mix describes .
A. A composite analysis of all environmental factors inside and outside the firm.
B. A series of business decisions that aid in selling a product.
C. The relationship between a firm's marketing strengths and its business weaknesses.
D. A blending of four strategic elements to satisfy specific target
marker. ANSWER: A
41. Newsletters, catalogues, and invitations to organisation-sponsored events are most closely
associated with the marketing mix activity of .
A. Pricing. B. Distribution. C. Product development. D. Promotion.
ANSWER: D

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42. A market with which of the following characteristics would generally be less competitive?
A. High barriers to entry.
B. Lots of potential substitutes exist.
C. Strong bargaining power among buyers.
D. Strong bargaining power among
suppliers. ANSWER: C
43. The process of anticipating future events and conditions and determining the best way
to achieve organizational objectives is known as .
A. Researching. B. Planning. C. Controlling. D. Managing.
ANSWER: B
44. Which one of the following best describes the present value of the stream of future
profits expected over the customer s life time purchase?
A. Customers Life time value. B. Suppliers Life time Value.
C. Company s life time value. D. Future value.
ANSWER: A
45. Market expansion is usually achieved by .
A. More effective use of distribution.
B. More effective use of advertising
C. By cutting prices.
D. All of the above are suitable tactics.
ANSWER: B
46. The following are all major stages of a product life cycle except .
A. Sales decline. B. Market maturity. C. Market Introduction. D. Market Growth.
ANSWER: C
47. Techniques of sales promotions are .
A. Free samples. B. Free offers. C. Merchandising. D. All the above.
ANSWER: D
48. A is a set of segements sharing some exploitable similarity.
A. Over segment. B. Counter segment. C. Super segment. D. Selection segment.
ANSWER: A
49. The firm must consider whether investing in the segment makes sense givng the firm
and .
A. Knowledge & objective. B. Objective & resource.
C. Knowledge & resource. D. None.
ANSWER: A
50. and are the major factors influencing the selection of suppliers.
A. Price and Quantity B. Price and Quality.
C. Price and Delivery. D. Quantity and Delivery.
ANSWER: C
51. Promotion mix includes Sales Promotion, Personal Selling, Advertising and
a) Marketing b) Sales c) Publicity d) None of these
Ans: C
52. Copy testing is also known as
a) Pre Testing b) Copy writing c) concurrent testing d) Preview
Ans: A

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53. Consumer promotion, trade promotion and are the three forms of sales promotion
a) Media Promotion b) Sales Force Promotion c) Core Promotion d) Media Mix
Ans: B
54. media can give 24 hour exposure to the public eye.
a) Television b) Print c) Internet d) Flex
Board Ans: D
55. It is popularly known as free form of promotion
a) Advertisement b) Publicity c) Personal Selling d)
Marketing Ans: B
56. Which among the following is an example of Trade promotion?
a) Coupons b) Samples c) Push Money d) None of these
Ans: C
57. Which among the following is a Pull Strategy?
a) Trade promotion b) Consumer Promotion c) Sales Force Promotion d) None of
these Ans: B
58. If a company gives false message to the customers, it is known as
a) Obscene ads b) Subliminal ads c) Deception d) None of these
Ans: C
59. The strategy that encourages dealers and distributors to sell a product is known as
a) Push b) Pull c) Combination d) Marketing
Ans: A
60. Creating image of product in the minds of target group is called
a) Marketing b) positioning c) Branding d) Popularizing
Ans: B
61. The process of purchasing space in a media is
a) Media Spacing b) Media Scheduling c) Media Purchasing d) Media Buying
Ans: D
62. The plan that show time, date and frequency of an advertisement is
a) Media Plan b) Media Schedule c) Media Time d) Media Space
Ans: B
63. Series of advertisement messages that share a single idea or theme is
a) Advertisement Campaign b) Advertisement Group
c) Advertisement Cluster d) Advertisement
Series Ans: A
64. Point of Purchase Ads are also known as
a) In-Store Advertising b) Built-in Advertising c) Green Advertising d) Stock Advertising
Ans: A
65. The specific carrier within a medium is called
a) Media Carrier b) Media Bus c) Media Van d) Media Vehicle
Ans: D
66. A series of actions that media planners take to attain the media objectives
a) Media Function b) Media Strategy c) Media Policy d) Media
Option Ans: B
67. The combination of media used for advertising in a target market is
a) Media Mix b) Market-Media Match c) Media Advertising d) Media Option
Ans: A

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68. Selection of most appropriate cost-effective medium in advertisement is
a) Media Buying b) Media Scheduling c) Media Purchasing d) Media Selection
Ans: D
69. Direct mail advertising sends messages through
a) Audio b) Video c) Mail d) None of these
Ans: C
70. Which of the following is more of personal medium of advertisement?
a) Internet Advertisement b) Broadcast Media c) Direct Mail Advertising d) Print
Media Ans: C
71. Independent organization of creative people for advertisement and promotional tools
are called
a)Advertisement Makers b) Advertisement Creators
c) Advertisement Developers d) Advertisement
Agency Ans: D
72. Which tool of the promotional mix consists of short-term incentives to encourage
the purchase or sale of a product or service?
a) advertising b) public relations c) direct marketing d) sales promotion
Ans: D
73. If a company wants to build a good “corporate image,” it will probably use which of
the following marketing communications mix tools?
a) advertising b) public relations c) direct marketing d) sales promotion
Ans: B
74. is direct communications with carefully targeted individual consumers to obtain an
immediate response.
a) Personal selling b) Public relations c) Direct marketing d) Sales
promotion Ans: C
75. Which of the following promotional forms is often described as being too impersonal
and only a one-way communication form?
a) advertising b) personal selling c) public relations d) sales promotion
Ans: A
76. The promotion tool that may include coupons, contests, premiums, and other means
of attracting consumer attention is best described as being which of the following?
a) advertising b) personal selling c) public relations d) sales promotion
Ans: D
77. A is a promotion strategy that calls for using the sales force and trade promotion
to move the product through channels.
a) push strategy b) pull strategy c) blocking strategy d) integrated strategy
Ans: A
78. Which of the following strategies is usually followed by B2C companies with respect
to promotion strategy?
a) Push strategy b) Pull strategy c) Blocking strategy d) Integrated strategy
Ans: B
79. Which of the following strategies is usually followed by B2B companies with respect
to promotion strategy?
a) Push strategy b) Pull strategy c) Blocking strategy d) Integrated strategy
Ans: A

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80. Marketing management must make four important decisions when developing an
advertising program. All of the following would be among those decisions EXCEPT:
a) Setting advertising objectives. b) Conducting advertising culture audit
c) Setting the advertising budget. d) Developing advertising
strategy. Ans: B
81. The first step in developing an advertising program should be to:
a) Set advertising objectives. b) Set the advertising budget.
c) Evaluate advertising campaigns. d) Develop advertising
strategy. Ans: A
82. A specific communication task to be accomplished with a specific target audience during
a specific period of time is called an:
a) Advertising campaign. b) Advertising objective.
c) Advertising criterion. d) Advertising
evaluation. Ans: B
83. Which of the following WOULD NOT be one of the primary advertising objectives
as classified by primary purpose?
a) to inform b) to persuade c) to remind d) to make
profits Ans: D
84. is used heavily when introducing a new product category.
a) Persuasive advertising b) Inferential advertising
c) Reminder advertising d) Informative
advertising Ans: D
85. Keeping consumers thinking about the product is the objective for which type of advertising?
a) Informative advertising. b) Psychological advertising.
c) Reminder advertising. d) Persuasive
advertising. Ans: C
86. Determining the promotion budget on the basis of financial availability of capital
is characteristic of which of the following budget methods?
a) Affordable method b) percentage-of-sales method
c) competitive-parity method d) objective-end-task
method Ans: A
87. Setting the promotion budget so as to match the budgets of the competitors is
characteristic of which of the following budget methods?
a) Affordable method b) Percentage-of-Sales method
c) competitive-parity method d) Objective-end-task
method Ans: C
88. are vehicles or channels through which the advertising messages are transmitted
to target consumers so that the desired action may be induced at the consumer level
a) advertisement media b) advertisement copy c) advertising layout d) teaser
advertisements Ans : A
89. is a plan of presenting the message in a more specific and compact form within the
advertising space available to the target consumers
a) advertisement media b) advertisement copy
c) advertising layout d) teaser
advertisements Ans: C

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90. All of the following methods are used for evaluating advertising effectiveness EXCEPT:
a) Pre- test b) Post- test c) Concurrent test d) Marginal
test Ans: D
91. All of the following methods are considered to be concurrent testing methods EXCEPT:
a) consumer diaries b) co-incidental surveys c) readability studies d) electronic
devices Ans: C
92. The central theme of an advertisement that motivates the consumer to make a
purchase decision is?
a) Advertising appeal b) Advertisement script c) Slogan d) Headline
Ans: A
93. The aggregate of all the factors which arouse the needs of customers and guide them in
final selection is called?
a) Advertising appeal b) Advertising media c) Advertisement d) Buying motive
Ans: D
94. Which among the following is not an essential of advertising appeal?
a) It must be conceptually sound b) It must be interesting
c) It must be economical d) It must be
complete Ans: C
95. The type of appeal which is related to a person‟s psychological and social needs
for purchasing products and services?
a) Rational appeal b) Emotional appeal c) Moral appeal d) Humour
appeal Ans: B
96. Aishwarya Rai Bachan endorsing L‟Oreal is an example of?
a) Rational appeal b) Beauty appeal c) Sex appeal d) Emotional appeal
Ans: B
97. The content and context of a message contained in an advertisement is called?
a) Ad copy b) Scriptc) Body d) Advertising
appeal Ans: A
98. An Ad copy which informs the target group the fact that the manufacturer is
established enough to give them the right goods is?
a) Institutional copy b) straight selling copy c) Educational copy d) expository copy
Ans: A
99. Searching and identifying potential buyers for a product is
a) Selling b) Prospecting c) Compelling d) Canvasing
Ans: B
100. If a copy tells openly and directly all the features of a product or a service with the help
of suitable pictures, photos and diagrams to impress a customer, it is called?
a) descriptive copy b) educational copy c) straight selling copy d) expository copy
Ans: D
101. An Ad copy that uses the endorsement of a satisfied customer?
a) comparative copy b) reminder copy c) expository copy d) testimonial Ad copy
Ans: D
102. Which among the following is the right sequence of copywriting process?
a) planning, research, organisation, writing, checking, proof reading, editing, revision
b) research, planning, organisation, writing, checking, proof reading, editing, revision
c) planning, research, organisation, writing, checking, editing, proof reading, revision

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d) research, planning, organisation, writing, checking, editing, proof reading, revision
Ans: A
103. Consider the following statements:
Statement 1: Two major dimensions of advertising are message creation and
message dissemination
Statement 2: Message creation is meaningful once the advertisement is created.
a) Both statements are right b) Both statements are wrong
c) Only Statement 1 is correct d) Only statement 2 is
correct Ans: C
104. Consider the following statements:
Statement 1: Media planning refers to series of decision involving delivery of messages to
the target audience
Statement 2: The central theme of media planning is message dissemination.
a) Both statements are right b) Both statements are wrong
c) Only Statement 1 is correct d) Only statement 2 is
correct Ans: A
105. Consider the following statements:
Statement 1: Media planning starts with analysis target audience
Statement 2: Media strategy is concerned with the selection of appropriate media)
a) Both statements are right b) Both statements are wrong
c) Only Statement 1 is correct d) Only statement 2 is
correct Ans: B
106. Consider the following statements:
Statement 1: Print media is the oldest and basic forms of mass communication.
Statement 2: Print media can make a faster delivery than broadcast media)
a) Both statements are right b) Both statements are wrong
c) Only Statement 1 is correct d) Only statement 2 is
correct Ans: C
107. Consider the following statements:
Statement 1: Point of purchase advertising refers to advertising at the place and time of
purchase Statement 2: It is similar to window dressing.
a) Both statements are right b) Both statements are wrong
c) Only Statement 1 is correct d) Only statement 2 is correct Ans: C
108. Which among the following is not a function of ad agency?
a) Conduct market analysis b) Develop advertising plans
c) Develop media strategy d) Collect feedback from target
audience. Ans: C
109. Which among the following is not an objective of advertising research?
a) Improve the efficiency of an ad b) Develop advertising plans
c) Evaluate impact of an ad d) To avoid wastage of money
Ans: B
110. Consider the following statements:
Statement 1: Post testing is an evaluation conducted to know whether a proposed ad campaign
is appealing to target group
Statement 2: It is also known as copy testing.
a) Both statements are right b) Both statements are wrong

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 c) Only Statement 1 is correct d) Only statement 2 is
correct Ans: B
111. Showing the product in a picture as being bigger than it actually is an example of
a) Deception b) Subliminal Ads c) Obscene ads d) Challenging
Ans: A
112. is a self-regulatory voluntary organization of the advertising industry
a) Securities and Exchange Board of India b) Reserve Bank of India (RBI)
c) Medical Council of India d) Advertising Standards Council of India
(ASCI) Ans: D
113. Colgate is offering scholarships worth one lakh rupees to Indian students. This highlights
a) Advertising clutter b) Corporate Social Responsibility
c) Advertising revolution d) Mass
advertising Ans: B
114. Benetton „Unhate‟ ad campaign, featuring world leaders kissing is a case of
a) Subliminal ads b) Misleading c) Obscene d) Appealing
Ans: A
115. Axe body spray ads are examples of
a) Obscene advertisements b) Deception c) Subliminal d) Rational
appeal Ans: A
116. The large volume of advertising in a society is known as
a) Advertising clutter b) Deception c) Mass advertising d) Large scale advertising
Ans: A
117. It is criticized that advertising causes people to give too much importance to
a) Fashion b) Material goods c) Cost of product d) Standard of
living Ans: B
118. Advertising is an important source of revenue to
a) Advertisers b) Public c) Media d) Government
Ans: C
119. Advertisement aims at
a) Product selling b) Marketing c) Customer relations d) Mass communication
Ans: D
120. is directed towards consumers and traders with the intention to increase
immediate or short term sales.
a) Advertising b) Direct selling c) Sales Promotion d) Publicity
Ans: C
121. The basic objective of push strategy is to encourage the
a) Consumer b) middlemen c) Producer c)
Public Ans: B
122. A pull sales promotion strategy concentrates on the
a) Consumer b) middlemen c) Producer c) Sales force
Ans: A
123. The sales promotion strategy which concentrates on the middlemen and consumers
is known as
a) Pull Strategy b)Combination strategy c) Sale force Strategy d) Push Strategy
Ans: B

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124. Couponing is an example of
a) Consumer promotion Techniques b) Trader Promotion Techniques
c) Sales Force Promotion Technique d) Dealer Promotion
Technique Ans: A
125. The reduction in the price of a product for a short span of time is known as
a) Rebate b) Free Offer c) Price off offer d)Trade
offer Ans: C
126. is a non-paid form of promotion
a) Advertising b) Direct Marketing c) Sales Promotion d) Publicity
Ans: D
127. is the oral communication with potential buyers of a product with the intention of
making a sale.
a) Personal Selling b) Direct Marketing c) Sales Promotion d) Publicity
Ans: A
128. is the sum total of values, assets and liabilities generated by a branded product
over a period of time.
a) Brand loyalty b) Brand associationc) Brand Equity d) Brand
awareness Ans: C
129. is a measure of attachment that a consumer has to a brand.
a) Brand loyalty b) Brand associationc) Brand Equity d) Brand
awareness Ans: A
130. Communication activities which provide incentives to consumer is known as
a) Advertising b) Direct Marketing c) Sales Promotion d) Publicity
Ans: C
131. Merchandise allowance is a technique.
a) Consumer promotion Techniques b) Trader Promotion Techniques
c) Sales Force Promotion Technique d) Pull Promotion
Technique Ans: B
132. The additional amount of money consumers are willing to pay for a brand is known as
a) Brand loyalty b) Brand associationc) Brand Equity d) Brand
awareness Ans: C
133. Sales persons who want for the sales to come to them is known as
a) Transactional b) Closers c) Relational d) Consultants
Ans: A
134. The process which consists of six stages; prospecting, preapproach, approach,
presentation, close, and follow-up is called the:
a) Product Marketing Process b) Direct Marketing process
c) Personal selling process d) Purchase decision
process Ans: C
135. Excuses for NOT making a purchase commitment or decision are called
a) Constraints b) Interventions c) Troubles d) Objections
Ans: D
136. The final stage in the personal sales process is the stage
a) Follow-up b) Assumptive close c) Trial Close d) Presentation
Ans: A

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137. AIDA stands for Awareness, , Desire and .
a) Interest; Action b) Idea; Approach c) Intensity; Appeal d) Involvement; Appeal Ans: A
138. A consumer contest is an example of .
a) Personal Selling b) Sales Promotion c) Advertisement d) Indirect Selling Ans: B
139. Avon, Amway, and Tupperware use which of the following forms of channel distribution?
a. direct marketing channel b. indirect marketing channel
c. forward channel d. fashion channel Ans: A
140. Makers of televisions, cameras, tires, furniture, and major appliances normally use which of the following
distribution channel forms?
a. direct marketing channel b. indirect marketing channel
c. horizontal channel d. synthetic channel Ans: B
141. The benefits of marketing channels are………..
(a) Cost saving (b) Time saving (c) Financial support given (d) All of above Ans: D
142. is a marketing channel that has no intermediary levels.
a. direct marketing channel b. indirect marketing channel
c. forward channel d. hybrid channel Ans: A
143. Which of the following is not a promotion mix?
A. Sales promotion. B. Personal selling. C. Forecasting. D. Advertising ANSWER: C
144. Two main components of sales promotion are .
A. Trade promotion and consumer promotion. B. marketing promotion and sales promotion.
C. Consumer promotion and marketing promotion. D. none. ANSWER: C
145. Marketing and selling are .
A. Same. B. Different. C. Almost same D. Fully varies. ANSWER:
B
146. is not a part of the external marketing environment.
A. Political. B. Legal. C. Product. D. Socio cultural. ANSWER: C
147. The middlemen who do not take any title to goods
A. Retailer. B. Wholesaler. C. Agent. D. Commission houses. ANSWER: C
148. are the basic human requirements
A. Needs. B. Wants. C. Luxuries. D. Offerings. ANSWER:
A
149. The direct channel has the limitation of .
A. Market exploitation. B. Communication. C. Control. D. Cost . ANSWER:
D
150. This marketing component is most likely to be standardized
A. Brand . B. Price. C. Advertising. D. Distribution. ANSWER: A

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