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Wednesday 1 December 2010

Spring 2009 MKT621- Advertising & Promotion Solved Paper

                                         MIDTERM EXAMINATION
                                Spring 2009 MKT621- Advertising & Promotion (Session - 1)Question No: 1
    
In which of the following years, the first newspaper ad seeking buyer for an Oyster Bay,
was published?
1743
1704
1782
1793
Question No: 2
             ( Marks: 1 ) - Please choose one
In which year the first ever TV commercial was launched?
1919
1976
1978
1923
Question No: 3
             ( Marks: 1 ) - Please choose one
Following are the major benefits of advertising towards society, EXCEPT
Creating employment opportunities
Add style to the life of customers
Enhance awarness about products
Presenting sugarcoated benefits and harms
                  

Question No: 4
   ( Marks: 1 ) - Please choose one
If a beverage company says, “We probably become the leader of beverage industry in
next year”. Which one of the following appeals company has used in this advertisement?
Puffery
Weasel claim
Shock ad
Poignant Declare
Question No: 5
   ( Marks: 1 ) - Please choose one

With which of the following, the concept of 'Intermediaries' is most closely associated?
Personal Selling
Directory Advertising
Channels of distribution
All of the given options
Question No: 7
             ( Marks: 1 ) - Please choose one
With which of the following methods, a company compares internal capabilities with the
                         
challenges of its external environment.
STEP analysis
SWOT analysis
SBU analysis
BCG analysis
Question No: 8
     ( Marks: 1 ) - Please choose one
Which of the following strategies is followed by a company when it lunches a new
product in existing market?
      Market penetration
      Market development
      Product development
      Diversification
Question No: 9
                   ( Marks: 1 ) - Please choose one
Which one of the following is responsible for media planning and media buying activities
of the agency?
Media planner
Media director
Creative director
Account director
Question No: 10
               ( Marks: 1 ) - Please choose one
Which one of the following is the process of establishing and maintaining a distinctive
place in the customer's mind for an organization or its specific product?
Profiling
Targeting
Segmentation
Positioning
Question No: 11
       ( Marks: 1 ) - Please choose one
Which one of the following sections of an ad copy provides the main text portion of
advertising message?
      Illustration
      Body Copy
      Art design
      Standing Details
Question No: 12


Which one of the following is NOT included in critical decisions about advertising
research?
Setting objective
Selecting the method
Choosing appropriate media
Time-span of campaign
Question No: 13
              
Which of the following tools is/are the ingredient/s of promotional mix?
Advertising
Personal selling
Public relations
All of the given options
Question No: 14
       
Which one of the following is referring to encoding of a message for communication?
      Transforms an abstract idea into a set of symbols
      Process of selecting a communication channel
      Try ot understand new information
      Receiving a message with a common field of experience
Question No: 15
                     
All of the following are the "Advertising Hierarchy Models" EXCEPT:
AIDA model
Innovation-adoption model
Information procession model
Hierarchy of outcomes model
Question No: 16
               
AIDA model is the part of advertising hierarchy model, who developed this model?
Bovee
Kleppner
Philip Kotler
E.K. Strong
                    
Question No: 17
RACE is a problem-solving strategy and it stands for:
Research, Action, Communication, Evaluation
Research, Awareness, Communication, Evaluation
Resource, Awareness, Communication, Evaluation
Resource, Action, Communication, Evaluation
Question No: 18
                ( Marks: 1 ) - Please choose one
ROPE is a problem-solving strategy and it stands for:
      Research, Objective, Programming, Evaluation
      Research, Objective, Problem, Evaluation
      Research, Objective, Promotion, Evaluation
      Resource, Objective, Promotion, Evaluation
Question No: 19


ROPE strategy is one of the old problem-solving techniques and it was proposed by:
      Kleeppner
      Johan Martson
      Jerry Hendrix
      E.K. Strong
Question No: 20
Which of the following represents the genuine hierarchical order of elements in the
advertising pyramid?
Satisfaction, Desire, Interest, Attention, Action
Satisfaction, Action, Interest, Desire, Attention
Satisfaction, Attention, Action, Desire, Interest
Satisfaction, Action, Desire, Interest, Attention
Question No: 21
     
Which one of the following tools is used to decide 'Advertising Reach'?
Net Program Rating
Target Rating Scale
Net Rating Scale
Gross Rating Point
Question No: 22
Which one of the following advertising objectives can be defined to increase company’s
brand usage rate among existing consumers and encouraging non-users to have trial and /
or purchase?
      Communication objective
      Sales objective
      Behavior related objective
      Media planning objective
Question No: 23
                   
All of the following are the different types of advertising theme, EXCEPT:
Utilitarian
                    
Focused
Informative
Research
Question No: 24
      ( Marks: 1 ) - Please choose one
If we hear an advertisement on radio regarding a new product in the market, then radio
will serve as______.
 

In creative process, which one of the following steps helps you to put the problem out of
your conscious mind and put the information to do the creative work?
Immersion
Incubation
Illumination
Verification
Question No: 26
              
Following are the tasks of a copywriter of an advertising agency EXCEPT:
Discussing with clients
                   
Consulting creative team
Analyzing marketing data
Scrutiny the media vehicle
Question No: 27
Which one of the following factors makes advertising successful over personal selling?
Limit target area
Cost per Target Audience
Mass Media Communication
Personal Communication
Question No: 28
All of the following are the functions of advertising, EXCEPT
Compel towards your product
To spread a specific message
To build brand recognition
Put forward irregular prompts
Question No: 29
              
Which of the following is the process of identifying groups of customers with basically
similar wants, needs, preferences or buying behaviors?
      Profiling
      Positioning
      Segmentation
                         
Targeting
Question No: 30
For marketers, geographic classification is essentially based on an assumption that:
      Attitudes lead to the development of a lifestyle
      Lifestyle leads to the development of an attitude
      Areas or regions affect on buying behaviors
      Social class is independent of geographical location
Question No: 31
                     ( Marks: 5 )
Suppose you are going to advertise your product on TV. What are the limitations you will
face while using TV as a medium?
Question No: 32
                     ( Marks: 10 )



 

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