Deck 3: Marketing and Advertising: Part A

Question 1

The process in which one idea is allowed to stimulate another without reaching a decision about whether any of the ideas are valid :

A) creative process
B) brainstorming
C) dilemma
D) ambiguous idea

Answer 1

brainstorming

Question 2

ASCI stands for:

A) advertising standards council of india
B) indian council for advertising standards
C) american standards council for institutions
D) association of standards council in india

Answer 2

advertising standards council of india

Question 3

Advertising has its shortcomings illustrated by which of the following?

A) advertising cannot be as persuasive as a company sales person
B) advertising is impersonal
C) advertising can be extremely expensive when using a multimedia approach
D) advertising can only conduct a one-way communication with the audience

Answer 3

advertising is impersonal

Question 4

The avoidance of the use of 'bait and switch' tactics that encourage consumers to change to another brand is a result of:

A) regulatory rules
B) legal intervention
C) response to the increasing demand for more socially responsible marketing communication
D) all of the above

Question 5

Copy testing is a specialized field of marketing research that determines an ad's effectiveness among consumers. It is also known as,

A) post-testing
B) copy tasting
C) pre-testing
D) primary testing

Question 6

________are established to influence government policy, corporate policy or public opinion.

A) marketing group
B) persuasive group
C) lobby group
D) agenda setting group

Question 7

AIDA stands for:

A) attention, interest, desire and action
B) approach, intelligence, demand and assurance
C) attitude, interest, decision and action
D) assurance, interest, desire and action

Question 8

________is a form of contextual advertising where specific keywords within the text of a web-page are matched with advertising and/or related information units.

A) matching ad
B) in-text ad
C) match key ad
D) key text ad

Question 9

_______is the measure of the degree of brain activity that can be used to asses a person's reactions to an ad.

A) response activity
B) reaction activity
C) consumer assessment
D) alpha activity

Question 10

_________is a demographic description of the people or house- holds that are prospects for a product or service.

A) consumer data
B) consumer profile
C) sampling process
D) consumer impression

Question 11

Cool hunters are the marketing professionals who make observations and predictions in changes of,

A) the market
B) the consumers
C) advertising trends
D) new or existing cultural trends

Question 12

An online banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.

A) trick banner ad
B) spam ad
C) banner ad
D) persuasive ad

Question 13

Advertising that is under complete control of the advertiser, rather than through some established medium

A) Direct advertising
B) Brand advertising
C) Display ad
D) Classified ad