Deck 4: Advertising and Promotion: Part B: Perceptual Mapping, Creativity, Media Planning

Question 1

Brand positioning : Strategies for Competitive advantage is authored by ______________.

A)michacl schudson
B)subroto sengupta
C)john sinclair
D)subhash ghosal

Answer 1

subroto sengupta

Question 2

Russel H colley pioneered the approach called DAGMAR which stands for

A)defining advertising goals for measured advertising results
B)defining advertising goals for measuring and achieving results
C)delivering advertising goals for measured advertising results
D)developing advertising goals for mixed advertising responses

Answer 2

defining advertising goals for measured advertising results

Question 3

_______________ is called the Mecca of rural advertising.

A)sri lanka
B)africa
C)pakistan
D)india

Answer 3

india

Question 4

Coca-Cola India has undertaken various, CSR activities in the field of ______________.

A)sanitation
B)environment
C)water harvesting
D)healthy active living

Question 5

________________ is an advertising agency established by a company to look after its advertising requirements.

A)house agency
B)full-service agency
C)ala carte agency
D)industrial agency

Question 6

Research plays a critical role in advertising ______________.

A)brand development
B)product-perception
C)uncertainty
D)decision making

Question 7

Segmentation helps Multi-brand advertisers to avoid _________________.

A)brand images
B)brand cannibalization
C)brand loyalty
D)brand power

Question 8

_________________ are always worried about safety and security, are cautions consumers.

A)strives
B)actualizes
C)strugglers
D)believers

Question 9

Perceptual mapping is based on __________________.

A)consumer preference
B)brand preference
C)order of preference
D)situation analysis

Question 10

When creativity is referred in the context of advertising, it is _______________.

A)purposive
B)informative
C)frequent
D)rare

Question 11

A straight radio announcement usually delivered by one person , woven into a show or tailored to a given program is known as

A)integrated commercial
B)joint commercial
C)informercial
D)announcement

Question 12

An ideal _____________ has to work as a bridge between research and communication strategy.

A)idea
B)brainstorming
C)creativity
D)creative brief

Question 13

Indian advertising has for long been criticized for ________________.

A)flattery
B)plagiarism
C)exaggeration
D)surrogate

Question 14

Media planning has become increasingly _____________________.

A)digital
B)innovative
C)creative
D)scientific

Question 15

___________________ is defined as a communication that aims at raising money from primary or secondary markets.

A)retail advertising
B)financial advertising
C)educational advertising
D)trade advertising

Question 16

The MRTP Act has two aspects, namely restricting ________________ and curtailing restrictive trade practices.

A)monopoly
B)competition
C)oligopoly
D)economy

Question 17

The ________________ ad for its 'while perfect' whitening range was discontinued when the ASCI intervenes to say that it was 'Misleading'.

A)l\oreal
B)nivea
C)fair and lovely
D)garnier

Question 18

_______________is a well known promotion and advertising research firm in the US with global services.

A)acnielsen
B)imrb
C)marg
D)cms

Question 19

Competitive activity research is also referred to as _______________

A)positioning research
B)perceptual mapping
C)situation analysis research
D)pre-test

Question 20

Effectiveness of ads, often determined by recall, measuring memory, or awareness of ad slogans are part of _____________

A)pre test research
B)post test research
C)audience research
D)tracking research

Question 21

Testing with a potential group of focussed users is

A)pre-testing
B)post- testing
C)concurrent testing
D)validation

Question 22

______________________is often referred to as the Father of modern advertising.

A)thomas barratt
B)piyush pandey
C)david oglivy
D)alyque padamsee

Question 23

The first ad agency was set up by____________.

A)gutenberg.
B)volney palmer.
C)kuleshov.
D)e.s. porter.

Question 24

_______________ is the most widely used and most visible of promotional tools in marketing.

A)publicity
B)public relational
C)advertising
D)propaganda

Question 25

ABC stands for __________.

A)audit bureau of circulations.
B)advertising bureau of circulations.
C)american bureau of circulations.
D)african bureau of circulations.

Question 26

All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as __________.

A)sales promotion.
B)sponsorship.
C)advertising.
D)publicity.

Question 27

The purpose of advertising is to motivate a desired_____________________

A)emotion
B)action
C)awareness
D)interest

Question 28

The key to the success of the typical advertising plan is that it contributes to ___________.

A)profitability.
B)flexibility.
C)complexity.
D)interoperability.

Question 29

The product that reaches maturity and wide scale acceptance enter the _______stage of advertising.

A)pioneer.
B)competitive.
C)retentive.
D)relative.

Question 30

The product which is not recognized and it must be established is in _______ stage

A)pioneer.
B)competitive.
C)retentive.
D)relative.

Question 31

Degree to which a consumer purchases a certain brand without considering alternatives is ____________.

A)brand equity.
B)brand loyalty.
C)brand positioning.
D)brand identity.

Question 32

The motivation to which an ad is added which is designed to stir a person towards a goal that the advertiser has set is known as

A)appeal
B)need.
C)demand
D)desire.

Question 33

A management orientation that views the needs of consumers as primary to the success of the firm __________.

A)advertising concept.
B)promotional concept.
C)marketing concept.
D)target marketing.

Question 34

Printed matter that runs over the edges of an outdoor board or of a page leaving no margin is known as

A)solus
B)broadsheet
C)classified
D)bleed

Question 35

Segmenting a market by creating a product to meet the needs of a elective group or specialized group is ____________.

A)branding.
B)positioning.
C)planning.
D)promoting.

Question 36

_____________________term is used to denote relevance, Significance, importance, etc.,

A)advertising
B)salience
C)subliminal
D)puffery

Question 37

__________ is the first person known to have worked on commission basis

A)thomas baratt.
B)volney palmer.
C)edwin.s porter.
D)du pont.

Question 38

Which television Network started selling advertising sponsors?

A)du mont.
B)du pont.
C)bbc.
D)cnn.

Question 39

________ is a combination of marketing functions, including advertising, used to sell a product.

A)sales promotion.
B)marketing mix.
C)public relations.
D)new advertising.

Question 40

_______ advertising directs to the wholesale or retail merchants or sales agencies through whom the product is sold.

A)industrial.
B)trade.
C)professional.
D)retail.

Question 41

__________addresses to manufactures who buy machinery equipments and components needed to produce the goods they sell

A)industrial.
B)trade.
C)professional.
D)retail.

Question 42

_________execute and monitor the media schedule developed by media planner.

A)media executives.
B)media buyers.
C)media managers.
D)media assistants.

Question 43

The complete analysis and execution of the media component of a campaign is _______.

A)media planners.
B)media strategy.
C)product promotion.
D)brand identity.

Question 44

The group that composes the present and potential prospects for a product or service is _________.

A)media planners.
B)media buyers.
C)target audience.
D)media executives.

Question 45

____________ builds affinity with spectators by sponsoring major events.

A)product.
B)price.
C)competition.
D)brands.