CHAPTER 6

1 The achievement of marketing objectives depends upon the co-ordination of all

the ________initiatives.
Communication mix
Marketing mix
Promotion mix
MarCom mix

2 One school of thoughts believes that consumers need not necessarily sequentially go
through communication hierarchy criteria before buying your product / service.
True
False

3 Approach through which communications objectives are derived from criteria

specified for setting advertising goals, objectives and measuring is known as _______.
ADMAR
GAGMAR
SAGMAR
DAGMAR

4 Advertising following communication approach theory needs to handle multiple tasks. One of the fol
Comprehension
Image
Loyalty
Awareness

5 Types of objectives such as volume, share or ROI stated in terms of specific,

measurable outcome is known as _______.
Marketing
Advertising
Communication
Promotions
6 Types of objectives such as brand awareness, repositioning, image building stated
in terms of change expected is known as _______.
Marketing
Advertising
Communication
Promotions

7 Marketing oriented manager who do NOT view marketing communication as an

expense but considers it as an investment are likely to prefer ________ objectives for
advertising.
Advertising oriented
Sales oriented
Communication oriented
Promotions oriented

8 Brands which do not enjoy clear differentiation in the market from competition
needs less advertisement budgets to sell.
True
False. It will need more budget to get more sale
False. You must continue to advertise to build brand
False. Competition will get more sale if they spend more than you

9 Organisation allocating budget for marketing, advertising and promotions after they
assign budget for essential functions like production, personnel, selling is known to
be adopting __________ approach to budgeting.
Advertising oriented
Sales oriented
Communication oriented
Promotions oriented

10 What does A in SMART Marketing objectives signify?

Advance
Actionable
Activable
Achievable
11 Any advertisement can either achieve __________ or sale objectives.
Communication
Promotion
Publicity
Push

12 Setting advertising objective before developing an advertising campaign helps you

to measure performance against objectives set
False as results of advertisement also depends on macro environment.
False as effects of advertisement cannot be measured in monetary terms
False as advertisement creates position and sales promotions sales products
True

13 National air-conditioner continuously releases 500 spots advertisement during a

week since its launch. How do you classify this nature of advertisement?
Persuasive
Informative
Selling
Reinforcing

14 One school of thoughts strongly believes that the ultimate goal of any companys
advertisement is to _________.
Position the product / brand
Generate sale
Create corporate image to built brand equity
Pull the product

CHAPTER 7
1 Creativity has the ability to generate fresh and unique ideas that can be used as
solutions to communication problems.
False. It is solutions to sales problems
False. It is solutions to marketing problem
False. It is solutions to positioning problems mm
True

2 Creative strategy determines what the ________ message will say.

Copy strategy
Positioning strategy
Creative strategy
Market strategy

3 58. School of thoughts which do not believes in creativity and argues against the
role of advertising for communication have reasons for their defense.
Identify the right reasons. a) Creativity not leading to sale is ineffective b) Creativity
is not for just winning awards and recognitions c) Communication if effective
ultimately leads to sale d) Creativity is an expression for persuasion
b) c)
a) b) c)
b) c) d)
a) b) c) d)

4 Creativity in your advertising, must work towards building ________ and ________.
Brand identity, brand preference
Awareness, attitude
Information, interest
Attention, interest

5 Ultimate aim of any creativity in advertising is to build preference.

True
False, it is to build brand liking
False, it is to build brand awareness
False, it is to build brand interest
6 The role of creative strategy is to not only to compel target audience to sit up and
notice the brand, but also __________.
To fancy it and desire for it
To desire it and own it
To wish for it and work for it
To seek the info

7 Creative rendering of ad to start needs __________ has the potential to not only
make the brand stand apart in the consumers mind.
The Big-Idea
Advertising theme
USP
Positioning

8 Philips toaster has new feature namely 6 levels of toast crispness. Creative
development based on using this feature is known as ________.
Attributes approach
USP approach
Brand image building approach
None of the above

9 National Plastics, manufacturers of plastic goods since 50 years, started

manufacturing plastic refrigerator stands. As this product does not really have
comparative differentiation, creative approach possible to be utilized by the company
is _____.
Brand image approach
USP approach
Inherent drama approach
Positioning approach

10 Ddcor, lifestyle furnishing maker, as requested agency to develop new

advertisement campaign. Ddcor is known for exclusive designer range with
fantastic colours and quality. Agency can embark on developing creative using _________ approach.
Brand image approach
Positioning approach
USP approach
 Inherent drama approach

11 After evolving the big-idea required under creative strategy, next important task in
creative development is to determine _________ .
Message
Execution Solution
Theme
Appeal

12 Wilman pen in its advertising appeal claimed that their pen ink last 30% longer
and are leak proof. Such appeal can be categorized as ______ nature of appeal?
Identify it.
Informational appeal
Emotional appeal
Rational appeal
Persuasive appeal

13 Backache removal heating pad manufacturer in its advertising appeal shows how a
caring husband helps wife to get proper heating due to which pain disappears from
wifes face and love for husband comes in her eyes.
Such appeal can be categorized as ______ nature of appeal? Identify it.
Informational appeal
Emotional appeal
Rational appeal
Persuasive appeal

14 Nirtaan cookware is about to cross sales mark of 100000 nos. They want to use this
opportunity. They have asked agency to develop advertisement. Natually, agency will
decide ________ as their creative execution style. Identify it.
Straight sell or factual message style
Comparison message style
Slice of life message style
Testimonial endorsement message style
CHAPTER 8
1 Advertising budget is the derivative of selection of medium of communications,
Vehicles of communications. All these gets reflected in _________ .
Promotion mix
Marketing budget
Media budget
MarCom mix

2 The best way to get the advertisers message to the market is presented in _________.
Promotion plan
Media plan
Marketing budget
Communication plan

3 Media planning attends to one of the two basic tasks of marketing communications.
Name the task
Message delivery
Message reach
Message recall
None of the above

4 If magazine is media channel then Outlook chosen for release on an advertisement is known as ___
Channel variant
Media variant
Media vehicle
Media nodes

5 These days media planning and budgeting is done by exclusive agencies, known as ______.
Media marketers
Media brokers
Media house
Agency on Record
6 Reach in media parlance is known as the measure of the number of different
audience members exposed __________ to a media vehicle.
Number of times
Repeated times
At least once
Periodically

7 Frequency in media parlance is known as the measure of the number of different

audience members exposed __________ in a specified period to a media vehicle.
Number of times
Repeated times
At least once
Periodically

8 Todays media planners are also responsible for handling unplanned messages on
digital media.
True
False

9 Media planning starts with media objective in mind but it needs to also handle _____. Fill in the blan
Media reach
Media frequency
Media vehicles
Media budget

10 Identification of target markets as a first step in media planning is essential for you
to identify ________.
Media reach
Media frequency
Media vehicles
Media budget

11 Under media planning, target audiences are classified in two parts.

Identify those two classifications.
Media driven, non-media driven
 Key, non-key
First mover, followers
Primary, secondary

12 The optimization of reach and frequency within a given budget gives you _________.
Total ad exposure
Total media exposure
Total brand exposure
Total brand awareness

13 _______ refers to the various media channels through which a company

communicates with its audience.
Media Links
Media mix
Media nodes
Media formats

14 Media mix in which fewer media categories gets greater spending per category, it
is known as _______.
Media dispersion
Media spread
Media multiplier
Media concentration

15 Media mix in which multiple media channel like print, broadcast, online are used
with budget for all, it is known as __________.
Media multiplier
Media dispersion
Media concentration
Media spread

16 Media scheduling under media planning indicates ________.

How to advertise
Where to advertise
When to advertise
 Why to advertise

17 There are three most popular media scheduling methods available namely
Continuity, _______ and Pulsing.
Hi-Lo
Flighting
Peak & Valley
Random

CHAPTER 9

1 Which promotional mix would a firm manufacturing a gear rings would use which
allows interaction, demonstration and feedback?
Advertising
Direct marketing
Personal selling
Sales promotion

2 Organisation is looking forward to capitalize in the forthcoming diwali / Xmas season thus wish to fi
use?
Advertising
Direct marketing
Personal selling
Sales promotion
3 The only promotion mix which has measurability of return feasible is known as ________.
Advertising
Direct marketing
Personal selling
Sales promotion

4 Organisations can make use of one of the promotion mix either before product launch or on the day
Advertising
Direct marketing
Personal selling
Publicity

5 The role of any media is not only to deliver _______ but also to help create, sustain
and strengthen brand relationship.
Brand association
Brand perception
Brand message
Brand development

6 Only media today which can engage and entertain consumers is _______.
Broadcast media
ITV media
International media
Digital media

7 While selecting any media channel and media vehicle, _________ needs to be taken
in to account to ensure that your ads do not get missed by your target audience.
Media cost
Media wastage
Media duplication
Media clutter
CHAPTER 10

1 In India advertisements are regulated by multiple agencies, however prima facia

there are two distinctions namely Regulations by the government and second is __________.
Imposed regulations by the authority
Voluntary regulations by the industry
Social regulations by the society
Self-regulation by the industry

2 One well known council attached with the advertising industry has formed industrys self regulation
ADVTG code
ASMI code
Gartners code
None of the above

3 Advertisement showing sexy, thinly clad women sheepishly announcing the name
of the brand and then shown using it. How do you classify such an advertisement?
Ad with wrong representation of woman
Ad with sexual overtone
Ad with negative influence
Ad with irrelevant association

4 For one of the following types of advertisement, NO LEGAL ACTION can be taken.
Identify the same.
Chocolate ad claiming to build melting relations
Drug claiming to cure cancer
Hero shown smoking intoxicating drugs
Pre-natal gender test

5 Which of the following product categories is most likely to be criticized for creating
needs rather than responding to needs?
Milk
 Cloth
Influencing kids behaviour
Headphones

6 If your organization decided to put up a digital banner ad on various sites,

single most important factors checked by you will be ________.
Large hit rates
Large unique hits
Feasibility of clutter braking
Visitors profiles match with your customers profile

CHAPTER 11
1 After deciding to place advertisement online, company needs to decide on which sites
to place its ads. Few criteria govern this selection. One of the following criteria is
ONLY right. Identify the right criteria.
Cost per download is available
Cost per reach is lower
Site must have viability of existence
Site must be internationally popular

2 On the internet you are able to provide customized content, be segment focus and
design message to appeal the specific needs to audience. This advantage of internet
advertising is identified as what?
Interactivity
Tracking
Targetability
Flexibility

3 You are in the business of wealth management. You have decided to offer web-chat
feature on your online portal as a result, customers are able to engage in a dialogue.
This advantage of internet advertising is identified as what?
Interactivity
Tracking
 Targetability
Flexibility

4 One of the following is the result due to which growth of internet advertising has
been slow off late. Identify the main reason from the following.
Lack of budget
Illiteracy
Internet sophistication
Internet downtime

5 A vertical banner ad on internet is known as _______.

Standing banner
Right hand pane banner
Skyscraper banner
Rocket banner

6 While on the internet, after you close a specific site, you see one advertisement.
Such nature of advertisement is known as ______.
Skyscraper ad
Interstitials
Pop-unders
Pop-ups