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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?

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