Question 1

The 'hierarchy of human needs' is a valuable guide in the process of Ad. copy formulation. Who devised it?&#10;A) abraham h. maslow&#10;B) philip lesley&#10;C) paul lazarsfeld&#10;D) leon festinger

Accepted Answer

Abraham H. Maslow devised the hierarchy of human needs, which is a psychological theory that categorizes human needs into a five-tier model of ascending importance, from basic physiological needs to self-actualization. This theory is often applied in marketing and advertising to appeal to various levels of consumer needs.

Question 2

Advertising agencies were first developed for, and still serve, the purpose of&#10;A) increasing the amount of research and decision-making clients need to do&#10;B) mystifying ad purchasing so that clients do not attempt it on their own&#10;C) pushing clients to make rapid decisions&#10;D) simplifying and speeding the purchasing of ads for their clients

Accepted Answer

Advertising agencies primarily aim to simplify and expedite the ad purchasing process for their clients, offering expertise and efficiency in navigating the advertising landscape.

Question 3

Brand names and identity advertising are methods that advertisers use to encourage consumers to&#10;A) reach their demographic potential&#10;B) perceive hidden messages&#10;C) make distinctions among products that are actually very similar&#10;D) satisfy subconscious motivations

Accepted Answer

Brand names and identity advertising are primarily used to help consumers differentiate between products that might otherwise seem very similar, by creating a unique identity or image for each product.

Question 4

Infomercials often resemble other types of television shows, including&#10;A) talk shows&#10;B) live, audience-participation shows&#10;C) news shows&#10;D) all of these

Accepted Answer

Infomercials are designed to mimic various types of television programming, including talk shows, live audience-participation shows, and news shows, to engage viewers and promote products effectively.

Question 5

What two major communication channels do marketers use to convey their product to consumers?&#10;A) word-of-mouth and commercials&#10;B) personal and non-personal channels&#10;C) message source and feedback&#10;D) print media and events

Accepted Answer

Personal channels involve direct interactions between individuals, such as face-to-face conversations, phone calls, or emails. Non-personal channels include mass media like television, radio, newspapers, and digital platforms, where the communication is not directly interactive. These two broad categories encompass the various ways marketers communicate with consumers.

Question 6

DAVP stands for:&#10;A) dictionary of advertising and visual publicity&#10;B) directorate of advertising and visual publicity&#10;C) directory of advertising and visual publicity&#10;D) directory of advanced and vital publicity

Accepted Answer

DAVP stands for Directorate of Advertising and Visual Publicity. It is a nodal agency of the Government of India responsible for advertising on behalf of various Ministries and Departments, which are tasked with informing the public about government policies, programs, and initiatives.

Question 7

Awareness, __________, ___________, preference, ___________ and purchase are the stages consumers move through in terms of buyer-readiness.&#10;A) post-purchase, knowledge, liking&#10;B) liking, attitude, conviction&#10;C) knowledge, liking, conviction&#10;D) knowledge, liking, attitude

Accepted Answer

The correct stages that consumers move through in terms of buyer-readiness are awareness, knowledge, liking, preference, conviction, and purchase.

Question 8

What is the name of the promotional tool aimed at building good relations with a company and its publics?&#10;A) publicity&#10;B) public relations&#10;C) advertising&#10;D) promotion

Accepted Answer

Public relations is the promotional tool aimed at building good relations with a company and its publics.

Question 9

Which of the following is not an aspect of the promotion mix?&#10;A) strategic positioning&#10;B) direct marketing&#10;C) advertising&#10;D) public relations

Accepted Answer

Strategic positioning is not an aspect of the promotion mix. The promotion mix typically includes advertising, sales promotion, public relations, and personal selling, focusing on how to communicate a product's value to the target market. Strategic positioning, however, is a broader marketing strategy that involves defining how a product or brand is positioned in the market relative to competitors.

Question 10

Which type of advertising objective is the most important for mature products?&#10;A) informative advertising&#10;B) comparison advertising&#10;C) persuasive advertising&#10;D) reminder advertising

Accepted Answer

For mature products, the most important advertising objective is reminder advertising. This is because mature products are already well-known in the market, and the goal is to keep the product's name in the minds of consumers to encourage repeat purchases rather than to inform or persuade them about the product's benefits anew.

Question 11

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&#10;A) display advertising&#10;B) corporate advertising&#10;C) classified advertising&#10;D) corporative advertising

Accepted Answer

The answer of Advertising that is usually restricted in size...

Question 12

Which among them is not a function of advertising;&#10;A) eliminate seasonal fluctuations&#10;B) creates confidence in quality&#10;C) balancing consumers' budget&#10;D) increase in per-capita use

Accepted Answer

The answer of Which among them is not a function...

Question 13

The manufacturer, government body or organization which wishes to have advertisements crated and placed:&#10;A) internal publics&#10;B) advertiser&#10;C) consumer&#10;D) accounts

Accepted Answer

The answer of The manufacturer, government body or organization which...

Question 14

The term used to describe the unique added values and appeal of the brand in relation to other brands in the same market is,&#10;A) brand positioning&#10;B) brand filling&#10;C) coverage&#10;D) brand value

Accepted Answer

The answer of The term used to describe the unique...

Question 15

Writing text for advertisements is called:&#10;A) ad writing&#10;B) art production&#10;C) illustration&#10;D) copy writing

Accepted Answer

The answer of Writing text for advertisements is called:&#10;A) ad...

Question 16

_______is the advertisement, facing editorial pages in magazines and newspapers&#10;A) facing matter&#10;B) advertorial&#10;C) op-ed ads&#10;D) edit page ads

Accepted Answer

The answer of _______is the advertisement, facing editorial pages in...

Question 17

The research which enables an ad agency to better understand how consumers use a product or service is, _________&#10;A) evaluative research&#10;B) strategic research&#10;C) target research&#10;D) consumer research

Accepted Answer

The answer of The research which enables an ad agency...

Question 18

TGR means,&#10;A) tele group rating&#10;B) television gain rating&#10;C) target group rating&#10;D) television gross rating

Accepted Answer

The answer of TGR means,&#10;A) tele group rating&#10;B) television gain...

Question 19

Who coined the term USP?&#10;A) mashall mcluhan&#10;B) rosser reeves&#10;C) michael schudson&#10;D) russed colley

Accepted Answer

The answer of Who coined the term USP?&#10;A) mashall mcluhan&#10;B)...

Deck 2: Marketing Fundamentals