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 )