1. Building selective demand is the objective of which type of advertising?
a) Informative advertising
b) Persuasive advertising
c) Reminder advertising
d) Demand-driven advertising
2. Advertising is considered as a ______________ form of communication
a) Personal
b) Non personal
c) Inter personal
d) Intra personal
3. Advertising research tries to avoid ______________ ads
a) In effective
b) Effective
c) Expensive
d) Unappealing
4. Advertising is an important source of revenue to ______________
a) Advertisers
b) Advertising company
c) Media
d) Government
5. The word advertising is means turning of ______________ to something
a) Desire
b) Attraction
c) Attention
d) Interest
6. Incentives offered to the consumer to buy the product is known as
a) Publicity
b) Advertisement
c) Media
d) Sales promotion
7. Another name for a company's marketing communications mix is:
a) the advertising program
b) the sales force.
c) the image mix.
d) the promotion mix.
8. The personal presentation by the firm's sales force for the purpose of making sales and building
customer relationships is called:
a) personal selling.
b) public relations.
c) direct marketing.
d) sales promotion.
9. Integrated marketing communications involves identifying the target audience and shaping a
well-coordinated promotional program to elicit the desired audience response. Too often, however:
(Select the MOST CORRECT statement.)
a) costs are too high and profits are too low.
b) personnel cannot cope with these responsibilities.
c) marketing communications focus on overcoming immediate awareness, image, or preference problems.
d) integrated communications do not work in the global environment because of regulations.
10. Which of the following promotional tools is thought to be the most expensive to use
a) advertising
b) personal selling
c) public relations
d) sales promotion
11. Current trends in communications and promotions indicate that companies are doing less:
a) marketing and more promotion.
b) broadcasting and more narrowcasting.
c) selling and more advertising.
d) communication and more manipulation
12. Which of the following promotional forms is often described as being too impersonal and only a
one-way communication form?
a) advertising
b) personal selling
c) public relations
d) sales promotion
13. ______________ is well suited to highly targeted marketing efforts and to building one-to-one
customer relationships.
a) Advertising
b) Public relations
c) Sales promotion
d) Direct marketing
14. The first step in developing an advertising program should be to
a) Set advertising objectives.
b) Set the advertising budget.
c) Evaluate advertising campaigns
d) Develop advertising strategy.
15. After determining its advertising objectives, a company next sets its ______________ for each
product.
a) Advertising strategy
b) Advertising budget
c) Advertising goals
d) Advertising format
16. No matter how big the advertising budget, advertising can succeed only if commercials
a) Are economically feasible
b) Gain attention and communicate well.
c) Are acceptable on a global level.
d) Are artistically pleasing.
17. In terms of execution styles, which type of advertising might show how a product contributes to a
person's workout and health regime?
a) Slice of life
b) Lifestyle
c) Mood or imagery
d) Personality symbol
18. ______________ has the advantage of being high in selectivity, low cost, immediacy, and
interactive capabilities
a) Direct mail
b) Outdoor
c) Online
d) Radio
19. All of the following are considered to be consumer-promotion tools EXCEPT
a) Samples.
b) Push money.
c) Coupons.
d) Patronage reward.
20. _____________ is defined as being cash or gifts to dealers or their sales forces to "push" the
manufacturer's goods.
a) A display allowance
b) A price-off
c) A spiff
d) Push money
21. No matter which form of direct marketing might be used by a promotional manager, all of the forms
have several characteristics in common. Which of the following WOULD NOT be among those
characteristics?
a) nonpublic
b) immediate
c) producer controlled
d) interactive
22. Some of the earliest traces of what could be called advertising were found in:
a) Colonial new york.
b) 16th century england.
c) 2nd century china.
d) Ancient rome.
23. Keeping consumers thinking about the product is the objective for which type of advertising?
a) Informative advertising.
b) Psychological advertising.
c) Reminder advertising.
d) Persuasive advertising
24. The first step in using the objective-and-task promotional budgeting method is to:
a) Define specific advertising tools that can be afforded
b) Analyze competitive budgets for perceived weaknesses.
c) Calculate last year's sales percentages.
d) Define specific objectives.
25. In terms of execution styles, a family seated at the dinner table enjoying the advertised product
would be an example of which of the following types of advertising?
a) Slice of life
b) Lifestyle
c) Mood or imagery
d) Personality symbol
26. The measure of how many times the average person in the target market is exposed to the message
is called:
a) Reach.
b) Frequency.
c) Impact.
d) Performance.
27. To be effective, ads should have some form of pattern (given that more than one ad is going to be
used). If an advertiser were to schedule ads evenly over a given period of time, this pattern would be
called:
a) Pulsing.
b) Flow.
c) Rollout.
d) Continuity.
28. Which type of sales promotion uses free samples, coupons, and rebates?
a) Consumer promotion
b) Trade promotion
c) Sales force promotion
d) Place promotion
29. Manufacturers direct most of their sales promotional dollars toward which of the following groups?
a) consumers
b) retailers and wholesalers
c) lobbyists
d) publics such as shareholders
30. All of the following would be considered to be functions performed in public relations EXCEPT
a) Press relations.
b) Public affairs.
c) Bribery (when necessary)
d) Lobbying.
31. If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance
the public relations interests of the company, they would be using which of the following forms of PR?
a) Slick-back materials
b) Audiovisual materials
c) Corporate identity materials
d) Public service materials
32. If a company wants to build a good "corporate image," it will probably use which of the following
marketing communications mix tools?
a) Advertising
b) Public relations
c) Direct marketing
d) Sales promotion
33. Two major factors are changing the face of today's communications. One of these factors is the fact
that:
a) Costs of promotion are rising
b) Mass markets are fragmented and marketers are shifting away from mass Marketing.
c) Global communications are not growing rapidly enough.
d) Marcom managers have achieved more power and control.
34. ______________ is the concept under which a company carefully integrates and coordinates its
many communications channels to deliver a clear, consistent, and compelling message about the
organization and its products.
a) The promotion mix
b) Integrated international affairs
c) Integrated marketing communications
d) Integrated demand characteristics
35. Which of the following promotional tools is often the most effective tool at certain stages in the
buying process, particularly in building up buyers' preferences, convictions, and actions?
a) Advertising
b) Personal selling
c) Public relations
d) Sales promotion
36. Some of the earliest traces of what could be called advertising were found in:
a) Colonial New York.
b) 16th century England.
c) 2nd century China
d) Ancient Rome.
37. If Sony tries to convince consumers that its brand of computer disks is the best quality for the
money, it is using which of the following forms of advertising?
a) Informative advertising
b) Psychological advertising
c) Reminder advertising
d) Persuasive advertising
38. Current trends in communications and promotions indicate that companies are doing less
a) Marketing and more promotion.
b) Broadcasting and more narrowcasting.
c) Selling and more advertising.
d) Communication and more manipulation.
39. Which of the following promotional tools is thought to be the most expensive to use?
a) Advertising
b) Personal selling
c) Public relations
d) Sales promotion
40. Which of the following WOULD NOT be one of the primary advertising objectives as classified by
primary purpose?
a) To inform
b) To persuade
c) To remind
d) To make profits
41. Consumer survey conducted throughout ad campaign is known as
a) Consumer jury method
b) Tracking study
c) One to one interview
d) None of these
42. There is an increasing amount of commerce being done via the Internet. With respect to the
promotional mix, which of the following categories would be most directly concerned with Internet
commerce?
a) advertising
b) public relations
c) direct marketing
d) sales promotion
43. The shift from ______________ has had a dramatic impact on marketing communications.
a) brand management to value management
b) media manipulation to media control
c) mass marketing to segmented marketing
d) mass marketing to global marketing
44. Which of the following promotional tools is often the most effective tool at certain stages in the
buying process, particularly in building up buyers' preferences, convictions, and actions?
a) advertising
b) personal selling
c) public relations
d) sales promotion
45. Which of the following strategies is usually followed by B2C companies with respect to promotion
strategy?
a) Push strategy
b) Pull strategy
c) Blocking strategy
d) Integrated strategy
46. ______________ is used heavily when introducing a new product category.
a) Persuasive advertising
b) Inferential advertising
c) Reminder advertising
d) Informative advertising
47. Setting the promotion budget so as to match the budgets of the competition is characteristic of
which of the following budget methods?
a) Affordable method
b) Percentage-of-sales method
c) Competitive-parity method
d) Objective-and-task method
48. in terms of execution styles, which type of advertising makes no claim about the product except to
suggest that the product is part of such feelings as love or beauty?
a) Slice of life
b) Lifestyle
c) Mood or imagery
d) Personality symbol
49. If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and
high believability, the advertiser will probably choose which of the following mass media types?
a) Newspapers
b) Television
c) Direct mail
d) Radio
50. A marketing services firm that assists companies in planning, preparing, implementing, and
evaluating all or portions of their advertising programs is called a(n):
a) Marketing control group
b) Product services unit.
c) Advertising agency.
d) Situation consultant.
51. Which of the following is the definition for purchase frequency?
a) The amount of time between trial and first repeat purchase of a given product
b) The amount of time it takes each generation to enter the product life cycle
c) How often a consumer will try a competitive brand before returning to the original choice
d) The more frequently the product is purchased, the less repetition is required
52. Which of the following statements about the Internet as an advertising medium is true?
a) The Internet provides audio and video capabilities
b) Ads are black and white.
c) Internet ads are similar to print ads in that they offer only a visual message.
d) Internet advertising is the most effective form of advertising
53. One reason for using radio as an advertising medium is
a) Its high cost
b) Its long lead time required for the placement of an ad
c) Its inability to use humour
d) It is segmented
54. Objective of all advertisements is
a) Objectivity
b) Timeliness
c) Persuasion
d) Infotainment
55. Art´ in advertisement implies,
a) The whole visual presentation
b) The traditional or modern art forms used in an advertisement
c) Graphics and animations used in an advertisement
d) The ambience created to present an idea through an advertisement
56. Advertisements intended to promote sale of the products by appealing directly to the
consumers/buyers is called, ______________
a) Consumer Advertising
b) Consumption Advertising
c) Retail Advertising
d) Trade Advertising
57. The first step in the advertising decision process is
a) Set the budget
b) Specify the objectives of the advertising program
c) Identify the target audience
d) Select the appeal
58. Which of the following is usually NOT an area of responsibility for people who work in an advertising
agency?
a) Research
b) Creativity
c) Printing
d) Buying
59. DAVP stands for
a) Dictionary of Advertising and Visual Publicity
b) Directorate of Advertising and Visual Publicity
c) Directory of Advertising and Visual Publicity
d) Directory of Advanced and Vital Publicity
60. ______________ consists of short-term incentives to encourage the purchase or sale of a product
or service.
a) A segmented promotion
b) Sales promotion
c) Advertising
d) A patronage reward
61. ______________ is direct communications with carefully targeted individual consumers to obtain
an immediate response.
a) Personal selling
b) Public relations
c) Direct marketing
d) Sales promotion
62. U. S. P.(Unique Selling Proposition) means:
a) A product that can sell
b) A feature similar to that of the competitor´s product/band
c) A feature present only in one product/brand
d) A feature that can not be altered
63. Advertising that is usually restricted in size and format and arranged in a group based on the mature
of product or service advertised is generally referred to as
a) Display advertising
b) Corporate advertising
c) Classified advertising
d) Corporative advertising
64. Single colour used in an advertisement is called, ______________
a) Mono colour
b) Single Print
c) Spot Colour
d) Mono Media
65. ______________ research is used after the advertising has run and seeks to determine how well
consumers remember the advertising message and how persuasive it was.
a) Market
b) Strategic
c) Consumer
d) Evaluative
66. The advertising messages are ______________ and ______________
a) Precise and witty
b) Responsive and Informative
c) Persuasive and Productive
d) Persuasive and Informative
67. Advertisements try to discourage young people from using drugs or tobacco or encourage people to
adopt safer, healthier lifestyles, are examples of ______________ Ads
a) Institutional Ads
b) Informational Ads
c) Consumer Ads
d) Impressive Ads
68. Advertising has its shortcomings illustrated by which of the following?
a) Advertising cannot be as persuasive as a company sales person
b) Advertising is impersonal
c) Advertising can be extremely expensive when using a multimedia approach
d) Advertising can only conduct a one-way communication with the audience
69. Rational appeals are those that use factual presentations to appeal to which part of the audience's
attitudes?
a) Affective attitudes
b) Cognitive attitudes
c) Cultural attitude
d) All of the above
70. The form of advertising in which the purchaser pays only when there are measurable results, is;
a) Performance-based advertising
b) Reality marketing
c) Consumer side advertising
d) Quick response ads
71. ______________ is a form of contextual advertising where specific keywords within the text of a
web-page are matched with advertising and/or related information units.
a) Matching ad
b) In-text ad
c) Match key ad
d) Key text ad
72. Cool hunters are the marketing professionals who make observations and predictions in changes of,
a) The market
b) The Consumers
c) Advertising trends
d) New or existing cultural trends
73. ______________ is a specific coordinated advertising effort on behalf of a particular product or
service that extends for a specified period of time.
a) Marketing
b) Campaign
c) Public Relation
d) Product placement
74. Which is the following statement is false?
a) In choosing media, the advertiser faces both a macro-scheduling and micro-scheduling problem
b) Pulsing calls for advertising for a period, followed by a period with no advertising, followed by a second
period of advertising activity
c) Continuity means exposures appear evenly throughout a given period
d) Buyer turnover expresses the rate at which new buyers enter the market
75. In the relationship marketing firms focus on ______________ relationships with ______________.
a) Short term; customers and suppliers
b) Long term; customers and suppliers
c) Short term; customers
d) Long term; customers
76. Newsletters, catalogues, and invitations to organisation-sponsored events are most closely
associated with the marketing mix activity of:
a) Pricing
b) Distribution
c) Product development
d) Promotion
77. ______________ is an Internet advertisement that consists of a video played like a TV commercial,
usually in a pop-up or pop-under advertisement.
a) Video ad
b) Unicast ad
c) Pop-Up Ad
d) Superstitial ad
78. What defines PPC (in online arena)?
a) Pay Per Count
b) Per Print Cost
c) Pay Per Click
d) Play Per Click
79. The individuals in the print media audience who purchase or subscribe to the publication are called;
a) Primary audience
b) Direct consumers
c) Local audience
d) Visible Audience
80. An individual outlet of an advertising medium, such as a certain magazine or a specific broadcast
station or program is called,
a) Ad vehicle
b) Ad spot
c) Ad slot
d) Ad outlet
81. Define jargon;.
a) The deadline given to ad item to publish or broadcast
b) Special words and expressions related to social groups, professions, events etc
c) The reference library of a media organization
d) Special advertising terms
82. Introducing new products to existing markets is an example of:
a) Horizontal diversification
b) Concentric diversification
c) Conglomerate diversification
d) Vertical diversification
83. Cognitive dissonance occurs in which stage of the buyer decision process model?
a) Need recognition
b) Information search
c) Evaluation of alternatives
d) Post-purchase behavior
84. ______________ are ads that appear while subscribers are surfing online services or Web sites,
including banners, pop-up windows, "tickers," and "roadblocks."
a) Online infomercials
b) Online ads
c) Online broadcasts
d) Online bullets
85. A ______________ is a promotion strategy that calls for using the sales force and trade promotion
to move the product through channels.
a) Blocking strategy
b) Push strategy
c) Pull strategy
d) Integrated strategy
86. A company is practicing ______________ if it focuses on sub segments with distinctive traits that
may seek a special combination of benefits.
a) Micromarketing
b) Niche marketing
c) Mass marketing
d) Segment marketing
87. The total delivery of a media schedule during a specified time period is called,
a) Time Rating
b) Gross Rating Point
c) Average Rating Point
d) Frequency
88. The study of human populations in terms of size, density, location, age, gender, race, occupation,
and other statistics is called:
a) Geothermy
b) Demography
c) Ethnography
d) Hemos-popography
89. When a seller of a product requires that its dealers not handle competitors´ products, the seller´s
strategy is called:
a) Multilevel distribution
b) Prohibitive retailing
c) Exclusive dealing
d) Bonded partnering
90. The songs or tunes about a product or service that usually carry the ad theme and a message are,
a) Slogans
b) Jingles
c) Beats
d) Themes
91. POP is an abbreviation of;
a) Purchase of Product
b) Property of Product
c) Point of Purchase
d) Priority of Purchase
92. ______________ define(s) the job that advertising must do in the total market program.
a) Advertising objectives
b) Advertising budget
c) Advertising strategy
d) Advertising campaigns
93. The following is the functions of advertising, Except;
a) Persuasion
b) Perception
c) Reminder
d) Selling
94. In evaluating messages for advertising, telling how the product is better than the competing brands
aims at making the ad:
a) Meaningful
b) Distinctive
c) Believable
d) Remembered
95. Important people who influence the opinions of others are known as ______________.
a) Trend setters
b) Opinion leaders
c) Opinion influencers
d) Opinion setters
96. A specific coordinated advertising effort on behalf of a particular product or service that extends for
a specified period of time
a) Campaign
b) Trial
c) Marketing
d) Commercial
97. In planning and obtaining publicity, a frequently used tool is the ______________, which is an
announcement regarding changes in the company or the product line.
a) Trade show
b) News release
c) Infomercial
d) Double-page spread
98. The most common form of outdoor advertising is
a) Stadium advertising
b) Advertising on taxis
c) Advertising on bus backs
d) Billboard advertising
99. Which of the following statements about magazines as an advertising medium is true?
a) Magazines have distinct profiles for well-defined target audiences
b) Some nationally distributed magazines publish regional or metro editions to reduce the'cost of ads and
wasted coverage
c) Magazine ads can convey complex information
d) All of these
100. ______________ are direct response television commercials which generally include a phone
number or'website
a) Infomercials
b) Phone-in programmes
c) Advocacy ads
d) Quick response ads