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Wednesday, December 1, 2010

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?

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