1. ___ is any paid form of non-personal c.

Defining Agency Goals for Measured

presentation and promotion of ideas or products Advertising Results
by an identified sponsor. d. Defining Advertising Goals for Marketing&
a. Marketing b. Promotions Advertising Results
c. Advertising d. Publicity Answer: (a)
Answer: (c) 10. ___ is a long-term tool and often not even
2. Developing ___ involves a series of decisions designed to increase sales immediately.
for planning, creating, delivering, and evaluating a. Promotions b. Marketing Mix
an advertising effort c. Advertising d. Both & C
a. Marketing plan b. Advertising message Answer: (c)
c. Advertising campaigns d. None of these 11. This process of transforming the content of a
Answer: (c) message (thoughts, ideas, news, etc.) into a
3. What is CPA? symbolic form is known as.
a. Continuous Partial Attention a. Decoding b. Encoding
b. Customer’s Partial Attention c. Noise d. Communication process
c. Continued Partial Advertising Answer: (b)
d. Continuous Partial Advertising 12. What is Zapping?
Answer: (a) a. switching of channels during boring programs
4. In ___ advertising, products that are forbidden or ad commercials
from being advertised are promoted through b. switching programs using a remote
another product of the same brand, using the c. fast-forwarding through commercials in
brand image. programs recorded on a video cassette/TV.
a. Stealth b. Surrogate d. None of these
c. Ethical Answer: (b)
Answer: (c) 13. ___ is the process by which an individual
5. Which is the oldest largest advertisement selects, organizes, and interprets information
agency in India? inputs to create a meaningful picture of the world.
a. Lowas Lintas b. Ogilvy & Mather a. Decoding b. Perception
c. Hindustan Thompson Associates Ltd c. Perceptual mapping d. Mind filters
d. None of these Answer: (b)
Answer: (c) 14. ___ characteristics are at the feeling level,
6. Production is a part of which department? hardly measurable, but vital for brand selection if
a. Creative b. Media associated with positive experiences.
c. Client Servicing d. Marketing Research a. Pseudo physical
Answer: (a) b. Psychological attributes
7. ___ are the wordsmiths who do the wording of c. Physical
an advertisement. d. Rational
a. Creative director b. Accounts Executive Answer: (b)
c. Copychief d. Copywriters 15. The ___ is considered to be the most
Answer: (d) important part of a print copy that is supposed to
8. This scheduling method involves intermittent convey the main message in an advertisement.
and irregular periods of advertising, alternating a. Copy b. Pictures
with shorter periods of no advertising at all. c. Jingle d. Headline
a. Continuity Scheduling b. Pulse Scheduling Answer: (d)
c. Intermittent Scheduling d. Flight Scheduling 16. Which type of advertising aims at selling
Answer: (d) capital goods, B-to-B, and intermediary industrial
9. Expand DAGMAR. products?
a. Defining Advertising Goals for Measured a. Corporate advertising b. Industrial advertising
Advertising Results c. Financial advertising d. Specialty Advertising
b. Developing Advertising Goals for Measuring Answer: (b)
Advertising Results
17. What is the term used for determining an 26. In which type of marketing Interactive Voice
advertisement’s effectiveness based on Recording (IVR) is used?
consumer responses, feedback, and behavior? a. Direct Mail b. Internet Marketing
a. Pre-Testing b. Copy- Testing c. Direct Marketing d. One to one marketing
c. Both A & B d. None of these Answer: (c)
Answer: (c) 27. What is Brat Power?
18. ___ is essentially a science and an art that a. Importance of new mediums like the internet
helps determine the most effective manner of b. Evolving customer segment of kids, children
spending the marketer’s money across media. c. Evolving customer segment
a. Flight Scheduling b. Continuity Scheduling d. Evolving media power
c. Market Research d. Media Planning Answer: (b)
Answer: (d) 28. For which type of market small packaging,
19. Who among the following is responsible to single-use packets are suitable?
keep updates with media trends, obtain media a. Urban b. Rural
costs, discover market trends and understand the c. Semi-Urban d. Metros
motivations of consumers? Answer: (b)
a. Client Service executive b. Media Planner 29. A successful campaign mixes the ___ and
c. Media Buyer d. Advertising Agency modern media cleverly to get the best results.
Answer: (b) a. Traditional b. Popular
20. What factors should be considered while c. Preferred d. None of these
setting the advertising budget? Answer: (a)
a. Competition b. Market situation 30. Which of the following are examples of mass
c. Sales decay rate d. All f the above media used in rural areas?
Answer: (d) a. TV b. Radio,
21. Expand AIC. c. Village melas d. All of the above
a. Advertising Information Curve Answer: (d)
b. Advertising Intensiveness Curve 31. ___ is the watchdog organization that lays
c. Advance Information Curve down ethical standards for the advertising
d. Advertising Investment Curve industry.
Answer: (b) a. IRDA b. ASCI
22. The All- you- can- afford method is used in c. DMA d. TRAI
which of the below? Answer: (b)
a. Market Research b. Budgeting 32. Misleading advertisements are covered by
c. Media Planning d. Media Buying the ___ Protection Act of 1986.
Answer: (b) a. Company b. Customer
23. ___ is an interactive computer-based system. c. Agency d. None of these
a. Management Information system Answer: (b)
b. Self Support System 33. ___ is the portrayal of people in a way that is
c. Decision Support System devoid of individuality.
d. Direct Support System a. Puffery b. Stereotyping
Answer: (c) c. Endorsements d. Halo Effect
24. An offer is a value for money that the ___ Answer: (b)
campaign offers. 34. Misleading Advertising, Unethical Product
a. Media b. Advertising Endorsements, Stereotyping are some of the
c. Direct d. Mass advertising ___.
Answer: (c) a. Strategies b. Malpractices
25. Which of the below is an example of Direct c. Practices d. Drawbacks
Mail? Answer: (b)
a. Personal Selling b. Advertising
c. Direct Marketing d. Public Relations
Answer: (c)
35. What is IPR? a. Readership b. Circulation
a. Intellectual property rate c. Frequency d. Reach
b. Intellectual Person’s right Answer: (b)
c. Intellectual Property Rights 45. The purpose of ___ is to induce the consumer
d. International Promotions Right to try the product immediately.
Answer: (c) a. Price Discounts b. Discount Coupons
36. The, ___ when enacted, will provide for pre- c. Free Offers d. Refunds
censorship and categorization of advertising and Answer: (a)
programming content. 46. ___ target resellers the wholesalers and
a. Content Code b. Advertiser’s code retailers who distribute manufacturers’ products
c. Doordarshan’s Code d. AIR Code to the end-users.
Answer: (a) a. Sales Promotions b. Trade promotions
37. Intellectual property refers to creations of the c. Sweepstakes d. Premiums
a. Team b. Employees Answer: (b)
c. Advertising agency d. Mind 47. Expand P-O-P.
Answer: (d) a. Price of purchase b. Place of purchase
38. Products with little or more differentiation can c. Point of Purchase d. Product of purchase
call for ___ advertising. Answer: (c)
a. Low b. Heavy 48. A ___ is an art director’s counterpart of a
c. Minimum d. Maximum blueprint.
Answer: (b) a. Ad copy b. StoryBoard
39. Which of the following Acts refers to the c. Layout d. Visuals
safety and interest of consumers directly? Answer: (c)
a. MRTP Act b. RTI Act 49. The promotional activities carried out through
c. IPR Act d. Consumer Protection Act, 1986 mass media like television, radio, newspaper are
Answer: (d) called ___.
40. The fundamental objective of media with a. Below the line b. Above the line
reference to advertising is to deliver the right c. Between the line d. None of these
message to the right ___ at the right time. Answer: (b)
a. Client b. Person 50. What is the term used to denote the number
c. Place d. Medium of times a particular advertisement reaches the
Answer: (b) same person or family.
41. The ___ in the hands of high school and a. Frequency b. Reach
college students at a certain segment is any c. Relatedness d. Gross impression
businessman’s delight. Answer: (a)
a. Pocket money b. Excess money 51. Which is the oldest largest advertisement
c. Purchasing power d. disposable money agency in india?
Answer: (d) a. Ogilvy India b. JWT India
42. Sales promotion is particularly effective in c. Datram and Company d. DDB Mudra
triggering ___ trials and unplanned impulse Answer: (c)
purchases.
a. Product b. Pre-purchase
c. Purchase d. None of these
Answer: (a)
43. Mail-in coupons, Contest forms, etc are
examples of.
a. Publicity b. Public relations
c. Sales promotion d. All of the above
Answer: (c)
44. The number of copies sold or distributed by a
newspaper or magazine is termed as.