Spring 2009-MKT621- Advertising & Promotion Midterm Paper

MIDTERM EXAMINATION                    Spring 2009-MKT621- Advertising & Promotion (Session - 3) Question No: 1

Advertising is a most important ingredient of promotion mix that is:       Paid form of personal communication       Paid form of non personal communication       Non paid form of personal communication       Non paid form of non personal communication Question No: 2

Which one of the following is the primary focus of advertising toward target audience?       Persuasion       Push the customer       Availability of a product       Infornmation of a new product Question No: 3

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: 4

Which of the following group of consumers prefer to purchase new and latest product while it is still expensive?

Innovators Early adopters Early majority Laggards Question No: 5

A product that is perceived as being of average quality by you may be perceived as being of high quality by your friend who has_______.

Higher expectations Neutral expectations Average expectations Lower expectations Question No: 6

Liana advertising agency (LAA) handles all aspects of the advertising process including planning, design, production, and placement services to its client “Xing Construction Company of China”. LLA is a ________________.

Creative agency Full service agency Composite agency Media Independent agency Question No: 7

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: 8

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: 9

Which of the following refers to potential audience might be exposed to the advertising message?

Reach Frequency Scheduling Coverage Question No: 10

Which one of the following methods can be used to determine the advertising budget?

Competitive parity method Rating method Gross percentage method Ratio method Question No: 11

Advertisement is communication between sponsor and audience meant for informing or reminding about the product. Which of the following is NOT serving the informing objective of advertisement?       Make consumers aware of new product       Announcing a new price of product       Explaining how a product works       Products are still available for sale Question No: 12

Which post-campaign test is carried out by “Aided” and “Unaided” techniques?       Inquiry Test       Sales Test       Recall Test       Recognition Test 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 NOT a component of innovation adoption model?

Interest Evaluation Trial Retention Question No: 15

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: 16

Which one of the following is NOT a synonym of Target Audience?

Focus group Target customer Disbeliever customers Target market

Question No: 17

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: 18

All of the following are the different types of advertising theme, EXCEPT:

Utilitarian Focused Informative Research Question No: 19

Which one of the following defines the decoding process?

Intensity of the transmission becomes stronger Receiver attempts to convert signs into concepts and ideas Source provides clue to convert signs into concepts and ideas Receiver filters noise from the feedback Question No: 20

If we hear an advertisement on radio regarding a new product in the market, then radio will serve as______.

Receiver Transmitter Decoder Source Question No: 21

Which section of an advertisement copy provides information about the company's office address?       Headline       Body copy       Signature       Standing detail Question No: 22

All of the following are the responsibilities of a copywriter in advertising agency, EXCEPT:

Writing clear, persuasive and original copy Carefully proof reading copy to check spellings & grammar Keeping up to date with popular culture & trends Deciding about media for placing an advertisement Question No: 23

All of the following can be part of a creative team for creating an advertisement in an advertising agency, EXCEPT:

Copywriter Art Director Creative Director Media Director Question No: 24

All of the following are the types of newspaper advertising, EXCEPT:

Classified advertising Retail advertising National advertising Institutional advertising Question No: 25

Which one of the following is an advantage to advertise in a newspaper?

All of the given options Flexibility Low Cost per advertisement Coverage in remote areas Question No: 26

All of the following are the disadvantages of a newspaper with respect to advertising, EXCEPT:

High waste circulation Short life span of information Range of market coverage No Audience selection Question No: 27

A printing error in a newspaper advertisement is an example of:

Feedback Noise Message loop Carelessness Question No: 28

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: 29

At which stage in the product lifecycle, the sales growth starts to slow down.

Decline stage Growth stage

Introduction Maturity stage Question No: 30

Which of the following advertising agencies offers both creative & media services with research to its clients?

Creative agency Full Service agency A Composite agency Media Independent agency Question No: 31                ( Marks: 5 )

Advertisements have various objectives, sometimes other than just selling products. Explain what are its other objectives for an organization? Question No: 32                      ( Marks: 10 )

Your aim of life is to join an advertising agency as a ‘copywriter’. In your point of view who can join an ad-agency as a copywriter and how a copywriter works in an advertising agency?