Deck 5: Advertising: Concepts, Strategies, and Impact

Question 1

Which among the following is not an essential of advertising appeal?

A)It must be conceptually sound
B)It must be interesting
C)It must be economical
D)It must be complete

Answer 1

It must be economical

Question 2

Aishwarya Rai Bachan endorsing L?Oreal is an example of?

A)Rational appeal
B)Beauty appeal
C)Sex appeal
D)Emotional appeal

Answer 2

Beauty appeal

Question 3

The content and context of a message contained in an advertisement is called?

A)Ad copy
B)Script
C)Body
D)Advertising appeal

Answer 3

Ad copy

Question 4

An Ad copy which informs the target group the fact that the manufacturer is established enough to give them the right goods is?

A)Institutional copy
B)straight selling copy
C)Educational copy
D)expository copy

Question 5

Searching and identifying potential buyers for a product is ___

A)Selling
B)Prospecting
C)Compelling
D)Canvasing

Question 6

If a copy tells openly and directly all the features of a product or a service with the help of suitable pictures, photos and diagrams to impress a customer, it is called?

A)descriptive copy
B)educational copy
C)straight selling copy
D)expository copy

Question 7

An Ad copy that uses the endorsement of a satisfied customer?

A)comparative copy
B)reminder copy
C)expository copy
D)testimonial Ad copy

Question 8

Which among the following is the right sequence of copywriting process?

A)planning, research, organisation, writing, checking, proof reading, editing, revision
B)research, planning, organisation, writing, checking, proof reading, editing, revision
C)planning, research, organisation, writing, checking, editing, proof reading, revision
D)research, planning, organisation, writing, checking, editing, proof reading, revision

Question 9

Consider the following statements:
Statement 1: Two major dimensions of advertising are message creation and message dissemination
Statement 2: Message creation is meaningful once the advertisement is created.

A)Both statements are right
B)Both statements are wrong
C)Only Statement 1 is correct
D)Only statement 2 is correct

Question 10

Consider the following statements:
Statement 1: Media planning refers to series of decision involving delivery of messages to the target audience
Statement 2: The central theme of media planning is message dissemination.

A)Both statements are right
B)Both statements are wrong
C)Only Statement 1 is correct
D)Only statement 2 is correct

Question 11

Consider the following statements:
Statement 1: Media planning starts with analysis target audience
Statement 2: Media strategy is concerned with the selection of appropriate media)

A)Both statements are right
B)Both statements are wrong
C)Only Statement 1 is correct
D)Only statement 2 is correct

Question 12

Consider the following statements:
Statement 1: Print media is the oldest and basic forms of mass communication.
Statement 2: Print media can make a faster delivery than broadcast media)

A)Both statements are right
B)Both statements are wrong
C)Only Statement 1 is correct
D)Only statement 2 is correct

Question 13

Consider the following statements:
Statement 1: Point of purchase advertising refers to advertising at the place and time of purchase
Statement 2: It is similar to window dressing.

A)Both statements are right
B)Both statements are wrong
C)Only Statement 1 is correct
D)Only statement 2 is correct

Question 14

Which among the following is not a function of ad agency?

A)Conduct market analysis
B)Develop advertising plans
C)Develop media strategy
D)Collect feedback from target audience.

Question 15

Which among the following is not an objective of advertising research?

A)Improve the efficiency of an ad
B)Develop advertising plans
C)Evaluate impact of an ad
D)To avoid wastage of money

Question 16

Consider the following statements:
Statement 1: Post testing is an evaluation conducted to know whether a proposed ad campaign is appealing to target group
Statement 2: It is also known as copy testing.

A)Both statements are right
B)Both statements are wrong
C)Only Statement 1 is correct
D)Only statement 2 is correct

Question 17

Showing the product in a picture as being bigger than it actually is an example of

A)Deception
B)Subliminal Ads
C)Obscene ads
D)Challenging

Question 18

_____ is a self-regulatory voluntary organization of the advertising industry

A)Securities and Exchange Board of India
B)Reserve Bank of India (RBI)
C)Medical Council of India
D)Advertising Standards Council of India (ASCI)

Question 19

Colgate is offering scholarships worth one lakh rupees to Indian students. This highlights

A)Advertising clutter
B)Corporate Social Responsibility
C)Advertising revolution
D)Mass advertising

Question 20

Benetton „Unhate? ad campaign, featuring world leaders kissing is a case of ____

A)Subliminal ads
B)Misleading
C)Obscene
D)Appealing

Question 21

Axe body spray ads are examples of _____

A)Obscene advertisements
B)Deception
C)Subliminal
D)Rational appeal

Question 22

The large volume of advertising in a society is known as ____

A)Advertising clutter
B)Deception
C)Mass advertising
D)Large scale advertising

Question 23

It is criticized that advertising causes people to give too much importance to _______

A)Fashion
B)Material goods
C)Cost of product
D)Standard of living

Question 24

Advertising is an important source of revenue to ____

A)Advertisers
B)Public
C)Media
D)Government