Deck 1: Advertising Terminology and Strategies: Part A

Question 1

Advertising that is under complete control of the advertiser, established medium

A) direct advertising
B) brand advertising
C) display ad
D) classified ad

Answer 1

direct advertising

Question 2

Expand ISA :

A) international society of advertisers
B) indian society of advertisers
C) international sort of advertisers
D) informative and service advertisements

Answer 2

indian society of advertisers

Question 3

The most common form of outdoor advertising is

A) stadium advertising
B) advertising on taxis
C) advertising on bus backs
D) billboard advertising

Answer 3

billboard advertising

Question 4

Three common advertising appeals include

A) objectivity, timeliness and frequency
B) fear and humour
C) guilt, ego and enrichment
D) possessiveness, pride and social status

Question 5

An advertising message usually focuses on

A) the models in the ad.
B) advantages of the product over competing ones
C) availability of the product
D) key benefits of the product that are important to the buyer

Question 6

Which of the following is usually NOT an area of responsibility for people who work in an advertising agency?

A) research
B) creativity
C) printing
D) buying

Question 7

What is the main objective of informative advertising?

A) to create selective demand
B) to stimulate primary demand
C) to keep the brand in consumers\ minds during the mature stage of the product life cycle
D) none of the above

Question 8

Which one of the following is a good example of direct advertising?

A) display cards
B) display panels on vehicles
C) window display
D) a brochure

Question 9

Which one of the following is not a constituent of 'internal public' of any organization?

A) management cadre of the organization
B) workers' representatives of the organization
C) secretarial/clerical personnel of the organization
D) consumers and consumer groups

Question 10

_________________ is direct communications with carefully targeted individual consumers to an immediate response

A) personal selling
B) public relations
C) direct marketing
D) sales promotion

Question 11

An account in advertising parlance

A) the budget earmarked for a campaign
B) a client
C) giving an account of ad campaign strategy
D) a report of the account executive to the creative team

Question 12

U. S. P. (Unique Selling Proposition) means

A) a product that can sell
B) a feature similar to that of the competitor's product/band
C) a feature present only in one product/brand
D) a feature that can not be altered

Question 13

Promotional material located in and around retail outlets is known as

A) retail advertising
B) direct advertising
C) pop advertising
D) personal advertising

Question 14

Most of the advertising of the Central Government in India is handled by

A) pib
B) hmc
C) private agencies
D) davp

Question 15

Single colour used in an advertisement is called,_______

A) mono colour
B) single print
C) spot colour
D) mono media

Question 16

Advertising is considered to be an art; as well as a science. The statement is, ____

A) true
B) false
C) former is true, but latter is false
D) former is false, but latter is true

Question 17

Image advertising is a/an,

A) advertising strategy
B) advertising standard
C) advertising firm
D) a type of advertisement

Question 18

Price, _____, _____and Physical distribution are the four main elements in marketing

A) product, sales
B) sales, advertising
C) product, promotion
D) promotion, purchasing

Question 19

The advertising messages are ___ _______and ___________

A) precise and witty
B) responsive and informative
C) persuasive and productive
D) persuasive and informative