23 questions out of 5 were subjective and 18 were mcqs. Pulsing of scheduling strategy with an example (Marks 3) Noise in communication to target audience (internal and external) (Marks 3) Write factors of positioning strategy? (Marks 5) Write problem solving barriers? (Marks 5) What are characteristics of a good copywriter? (Marks 5) For subjective Chapter no 14, 16, 17 and 18 and 20 are most important. Totally Un-important are first 5 chapters. AIDA model was developed by ► Bovea ► E.K Strong ► Philip Kotler Which one of the following included in the Innovation-adoption model? ► Awareness ► Evaluation ► Trial ► Retention Which one of the following explains the course of a product's sales and profits over its lifetime? ► Product Life Cycle ► Dynamic Growth Curve ► Adoption Cycle ► Sales Chart Which one of the following is the best option available at the decline stage of business cycle? ► Change the sales force ► Launch same product in different market ► Increase the advertising budget ► Appoint new marketing manager Which one of the following tools is used to decide 'Advertising Reach'? ► Net Rating Point ► Net Program Rating ► Targeting Point ► Gross Rating Point Following are the product differentiations based on customers' perception EXCEPT: ► Perceptible ► Imperceptible ► Persuasion ► Induced Keep in mind the creative process of advertising, which of the following means; taking the information, working with it and thinking about it in the mind. ► Immersion ► Incubation ► Verification ► Digestion 'Above the line media' and 'Below the line media' are two important terms used in advertising based on promotional techniques. Which of the following is the example of 'Below the line media' promotion? ► TV ► Radio ► Cinema ► Direct mail OTHER MCQs coming in current papers MIDTERM PAPER OF MKT 621 -2009 Question No: 1 ( Marks: 1 ) - Please choose one Which one of the following tools is more influential for massive target audience to convey a message that is helpful in making a buying decision? ► Publicity ► Personal Selling ► Public relation ► Advertising Question No: 2 ( Marks: 1 ) - Please choose one Which of the following product differentiations based on customers' perception can be defined as: "No obvious difference but informs people about the difference"? ► Perceptible ► Imperceptible ► Induced ► Persuasive Question No: 3 ( Marks: 1 ) - Please choose one Following are the product differentiations based on customers' perception EXCEPT: ► Perceptible ► Imperceptible ► Persuasion ► Induced Question No: 4 ( Marks: 1 ) - Please choose one Which one of the following media is more effecitve to promote agriculture products? ► Radio ► Internet ► Newspaper ► TV Question No: 5 ( Marks: 1 ) - Please choose one Which one of the following is the best option available at the decline stage of business cycle? ► Change the sales force ► Launch same product in different market ► Increase the advertising budget ► Appoint new marketing manager Question No: 6 ( Marks: 1 ) - Please choose one Intermediaries typically perform all of the following functions EXCEPT: ► Breaking down the bulk quantity into small quantity ► Making goods locally available to customers ► Providing expert local market knowledge ► Creating direct communication from the customer to manufacturer Question No: 7 ( Marks: 1 ) - Please choose one For a given market, a demand curve is the relationship between _______. ► Price and quantity ► Price and supply ► Demand and supply ► Supply and quanity Question No: 8 ( Marks: 1 ) - Please choose one Which one of the following explains the course of a product's sales and profits over its lifetime? ► Product Life Cycle ► Dynamic Growth Curve ► Adoption Cycle ► Sales Chart Question No: 9 ( Marks: 1 ) - Please choose one 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: 10 ( 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: 11 ( Marks: 1 ) - Please choose one 'Above the line media' and 'Below the line media' are two important terms used in advertising based on promotional techniques. Which of the following is the example of 'Below the line media' promotion? ► TV ► Radio ► Cinema ► Direct mail Question No: 12 ( Marks: 1 ) - Please choose one 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: 13 ( Marks: 1 ) - Please choose one In which of the following advertising budget approaches, management decides how much to spend on advertising by ignoring the market reality? ► Market Share Approach ► Top Down approach ► Bottom Up Approach ► Risk Approach Question No: 14 ( Marks: 1 ) - Please choose one Which one of the following is the part of post-campaign evaluation in an advertising research? ► Media Schedule ► Assess Effectiveness ► Coincidental Surveys ► Brand Tracking Question No: 15 ( Marks: 1 ) - Please choose one 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: 16 ( Marks: 1 ) - Please choose one After watching the 30-minute infomercial on surf excel, Sana was certain the cleaning product would remove the grape juice stain from her white shirt. In terms of the communication process, Sana had engaged in which of the following process? ► Evaluating ► Encoding ► Decoding ► Messaging Question No: 17 ( Marks: 1 ) - Please choose one Which one of the following is NOT a component of information process model? ► Yielding ► Retention ► Comprehension ► Preferences 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 ( Marks: 1 ) - Please choose one Which one of the following defines the basic purpose of promotion? ► Information Dissemination ► Dissuading Customers ► Feedback Retrieval ► Convenience to Customer Question No: 20 ( Marks: 1 ) - Please choose one Which one of the following is NOT a synonym of Target Audience? ► Target customer ► Disbeliever customers ► Target market ► Focus ***** Question No: 21 ( Marks: 1 ) - Please choose one Which one of the following tools is NOT used to decide 'Advertising Reach'? ► Gross Rating Point (GRP) ► Program Rating (PR) ► Targeting Rating Point (TRP) ► Competitive Parity Rating (CPR) Question No: 22 ( Marks: 1 ) - Please choose one 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 ( Marks: 1 ) - Please choose one 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: 24 ( Marks: 1 ) - Please choose one Keep in mind the creative process of advertising, which of the following means; taking the information, working with it and thinking about it in the mind. ► Immersion ► Incubation ► Verification ► Digestion Question No: 25 ( Marks: 1 ) - Please choose one Which of the following methods can be used to measure the radio audience? ► Coverage ► Number of listeners ► Timings of programs ► All of the given options Question No: 26 ( Marks: 1 ) - Please choose one A printing error in a newspaper advertisement is an example of: ► Feedback ► Noise ► Message loop ► Carelessness Question No: 27 ( Marks: 1 ) - Please choose one ABC Company manufactures processor and advertises its product for Del and HP computers. It is an example of which of the following. ► Interactive Advertising ► Retail or Local Advertising ► Institutional Advertising ► Business to Business Advertising Question No: 28 ( Marks: 1 ) - Please choose one 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: 29 ( Marks: 1 ) - Please choose one "Technological advances, shifts in consumer tastes and increased competition can reduce the demand of a product". This threat can arise mostly in which of the stages of PLC (Product Life Cycle)? ► Introduction ► Growth ► Maturity ► Decline Question No: 30 ( Marks: 1 ) - Please choose one At which of the following stages in the product life cycle, the sales growth starts to slow down? ► Introduction ► Growth ► Maturity ► Decline
Mkt621 Mid Term Current Paper (Dec 2010)
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| MIDTERM EXAMINATION 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 |
| Which of the following is NOT usually defined as an element of standard marketing mix? Price Place People Product Question No: 6 ( 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 |
| 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: |
| 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______. |
| Receiver Transmitter Decoder Source Question No: 25 |
| 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: |
| 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 ) |
| An ABC Company asks you to develop an advertising campaign for newly launched consumer product. What steps you will keep in mind in order to develop effective advertising campaign? |
