Question 1

Which of the following is not a primitive form of advertising?

Accepted Answer

Merchandisers are not a primitive form of advertising. They are involved in the business of promoting and selling products, which is a more modern concept compared to the ancient methods of advertising such as signs, town criers, and trademarks.

Question 2

Name the newspaper that did not publish the news of the assassination of Mahatma Gandhi on its front page.

Accepted Answer

The Hindu did not publish the news of the assassination of Mahatma Gandhi on its front page due to its policy at the time of not carrying news of local events on the front page.

Question 3

The newspaper to publish an advertisement in India is……

Accepted Answer

The Bengal Gazette, also known as the Hicky's Gazette, was the first newspaper to be published in India in 1780.

Question 4

The monitoring body of advertisement in India is known as….

Accepted Answer

The Advertising Standards Council of India (ASCI) is the monitoring body responsible for promoting responsible advertising in India, ensuring that advertisements adhere to its established code for self-regulation.

Question 5

Advertising is basically a …….

Accepted Answer

Advertising is primarily a paid form of communication where an identified sponsor sends out a message to promote or sell a product, service, or idea. Unlike publicity (which is not paid for by an identified sponsor) or personal selling (which involves direct interaction), advertising typically involves paying for space or time in media to broadcast a message to a large audience.

Question 6

Which body was instrumental in establishing Audit Bureau of circulation?

Accepted Answer

The Indian Newspaper Society (INS) was instrumental in establishing the Audit Bureau of Circulations (ABC) in India. The ABC, set up in 1948, is a non-profit, voluntary organization that provides authenticated circulation figures to advertisers, helping them make informed decisions.

Question 7

AIDA approach is usually applied for

Accepted Answer

The AIDA model, which stands for Attention, Interest, Desire, and Action, is commonly used in the field of advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through to when the consumer makes a purchase decision.

Question 8

AIDS awareness advertisement by the Govt. of India is an example of ….

Accepted Answer

AIDS awareness advertisements by the Govt. of India are examples of public service ads, as they aim to inform and educate the public about health and safety issues without commercial benefit.

Question 9

Matter of fact information such as matrimonial, automobiles etc are known as ……. Advertisement.

Accepted Answer

Classified advertisements are the correct answer because they are typically short and categorized within the publication, dealing with offers or requests for jobs, houses, buying and selling of items, matrimonial, and other personal matters.

Question 10

Which of the following is a leading advertising agency based in Kerala?

Accepted Answer

Valappila Communications is a notable advertising agency based in Kerala, recognized for its contributions to the advertising sector within the region.

Question 11

Name the ad agency of the Central government.

Accepted Answer

The Directorate of Advertising and Visual Publicity (DAVP) is the nodal agency of the Central government for advertising by various Ministries and organizations of Government of India, including public sector undertakings and autonomous bodies.

Question 12

Kingfisher advertisement of mineral water is an example of :

Accepted Answer

Kingfisher's advertisement of mineral water is an example of a surrogate ad, where a product is marketed to indirectly promote another product. In this case, the mineral water advertises the brand which is more famously associated with alcoholic beverages, circumventing advertising restrictions on alcohol.

Question 13

Ethics means

Accepted Answer

Ethics refers to a set of moral principles that govern a person's behavior or the conducting of an activity.

Question 14

Media audience is a ……….. group.

Accepted Answer

Media audiences are diverse and composed of individuals with varying interests, backgrounds, and demographics, making them heterogeneous.

Question 15

A given group responding to media messages more or less in a uniform manner is described as………. theory.

Accepted Answer

The concept of a given group responding to media messages in a more or less uniform manner is described by the "social categories" theory. This theory suggests that individuals within certain social categories (e.g., age, gender, cultural background) tend to have similar responses to media messages due to shared characteristics or experiences.

Question 16

Media is omnipotent is a concept implied in

Accepted Answer

The magic bullet theory, also known as the hypodermic needle theory, suggests that media messages are directly received and wholly accepted by the audience, implying the media's powerful and immediate effect on the audience, akin to an omnipotent force.

Question 17

Democratic -participant theory was put forward by

Accepted Answer

Denis McQuail is associated with the Democratic-Participant Theory, which emphasizes the role of media in supporting democracy and public participation.

Question 18

Media act as a servant of the State in

Accepted Answer

In the authoritarian theory, the media act as a servant of the State, where the government controls what is published or broadcasted to ensure it aligns with state policies and objectives.

Question 19

Who is author of Aeropagitica?

Accepted Answer

John Milton is the author of "Areopagitica," a pamphlet written in 1644 arguing against censorship and for the freedom of speech and expression.

Question 20

Which is the first private television channel in Kerala?

Accepted Answer

Asianet is recognized as the first private television channel in Kerala, having begun its operations in 1993.

Quiz 3: Advertising, Media Ethics, and Freedom of the Press