Deck 3: Advertising and Promotion: Part A: Agency Personnel, Tv Advertising, Positioning

Question 1

_____________ is the measurements which are based on respondents who either say with assurance that they have looked into a given magazine.

A)exposure.
B)lights.
C)depth of field.
D)focus.

Answer 1

exposure.

Question 2

Drawings of a series of sequential frames to indicate the conception of a television commercial is known as

A)sequences
B)story board
C)frames
D)copy

Answer 2

story board

Question 3

Core brand values should be predictable via________.

A)consistent messages.
B)conservative messages.
C)contradictory messages.
D)conflicting messages.

Answer 3

consistent messages.

Question 4

The first printed advertisements were single sheets, printed on one side, that nowadays would be called_________.

A)barrages.
B)fliers.
C)flights.
D)brochures.

Question 5

Infomercials often look like other types of television shows, including ________.

A)news shows.
B)live, audience-participation shows.
C)reality shows.
D)talk shows.

Question 6

Create services are two pronged, and involve copywriting and ____________

A)account planning
B)branding
C)media planning
D)graphics

Question 7

Lintas and Mudra communications, started as ______________of Hindustan Unilever Ltd., and Reliance, respectively.

A)full service
B)house agencies
C)a la carte agencies
D)medium agency

Question 8

Which of the following are agency personnel who undertake investigate to support a campaign?

A)research manager.
B)account manager.
C)media director.
D)account planner.

Question 9

Television advertising that include a telephone numeral for ordering is an example of__________.

A)direct-response advertising.
B)telemarketing.
C)straight mail.
D)teleconference.

Question 10

Positioning is a concept given by

A)al ries and jack trout
B)rooser reeves
C)alex osborn
D)abraham maslow

Question 11

Placement of advertisements inside or outside transportation vehicles is known as

A)aerial advertising
B)transit advertising.
C)speciality advertising
D)place based advertising.

Question 12

_______________ the number of people or households who are exposed to a medium.

A)audience
B)television
C)news
D)radio

Question 13

The total net audience exposed to prepared periodical, outdoor, television or radio advertising is _____________.

A)space accumulation.
B)agency accumulation.
C)audience accumulation.
D)audience composition.

Question 14

The effectiveness of advertising is improved through ________________.

A)ad tracking.
B)marketing research.
C)advertising research.
D)copy testing.

Question 15

The practice of making spoofs or parodies of corporate and political advertisement is known as _______________.

A)culture jamming.
B)ad busters.
C)political advertising.
D)subvert sing.

Question 16

Account planning is a much tasked about, much hyped function is also referred to as the______________

A)boutique function
B)prime function
C)ghost function
D)non-prime function

Question 17

An agency can also handle overall advertising and ________ strategy and sales promotions for its customers.

A)brand management.
B)brand.
C)product placement.
D)advertising.

Question 18

Mixing continuity and flighting strategies in media scheduling is known as

A)pulsing
B)reach
C)pushing
D)flighting

Question 19

Typical ad agency clients contain businesses and ________, non-profit organization and government agency.

A)corporate law.
B)company.
C)companies law.
D)corporation.

Question 20

________ agencies specialize in endorsement of brands in the various socialmedia platforms like blogs, social network sites, Q&A sites, discussion forums,micro blogs etc.

A)social media.
B)user-generated contented.
C)friend feed.
D)social network service.

Question 21

Palmer opened the first American advertising agency, in ________ in 1850.

A)pennsylvania
B)philadelphia
C)allentown, pennsylvania
D)pittsburgh

Question 22

Some television stations chose to air infomercials as an alternative to the previous perform of ________.

A)sign-off.
B)sign-on.
C)itv1.
D)itv.

Question 23

Sponsorship belongs as the promotional tool to

A)business marketing.
B)marketing.
C)marketing management.
D)advertising.

Question 24

An out of home medium that includes posters, on vehicles is known as

A)transit advertising
B)trade advertising
C)publicity
D)professional advertising

Question 25

An increased schedule of advertising above normal levels during peak selling periods is known as

A)pulse
B)pitch
C)blink
D)bleed

Question 26

The primary levels of human needs is given by

A)herzberg
B)freud
C)abraham maslow
D)richard petty

Question 27

____________________ use many kinds of headlines and copy styles, using various appeals keeping in view the product attributes and consumer profile.

A)illustrators
B)copy writers
C)artists
D)animators

Question 28

An series of messages that divide a single idea and theme which make up an integrated marketing communication (IMC) is known as

A)advertising campaign
B)advertising research.
C)clutter
D)product placement.

Question 29

Brand names that other companies can buy the right to use is known as

A)brand image
B)licensed brands
C)brand identity.
D)brand positioning

Question 30

Majority of the ads appearing online are

A)banner advertisements.
B)pop- up advertising.
C)display advertising
D)corner ads

Question 31

Many advertising experts call the creative brief as the _____________________

A)road map
B)blue print
C)out line
D)key praise

Question 32

SWOT is an acronym for .

A)strengths, weaknesses, opinion and threats
B)strengths, weaknesses, opportunities and threats.
C)strengths, weaknesses, opportunities and thrust. .
D)strengths, weaknesses, opportunities and trust

Question 33

A printed information form listing a publications advertising rates is known as

A)info card
B)rate card
C)ad card
D)premium card

Question 34

Advertising used to communicate an organisations views on issues that affect society or business is known as

A)advocacy advertising
B)institutional advertising
C)purposeful advertising
D)emotional advertising

Question 35

To identify the background, learning characteristics, and prerequisite skills of the audience we need to carry out _______________________.

A)task analysis.
B)media analysis.
C)situational analysis.
D)audience analysis.

Question 36

The specific approach advertisers use to communicate about the products to satisfy customer needs is

A)discounts.
B)appeal
C)segmentation
D)situation analysis.

Question 37

The intrinsic value or worth of a brand is known as

A)brand image
B)brand personality.
C)brand equity
D)brand positioning

Question 38

Which of the following is not considered part of the carefully blended mix of promotion tools?

A)direct marketing.
B)advertising.
C)sales promotion.
D)relationship marketing.

Question 39

The total number of different people or households exposed to an advertising schedule during a given time is known as

A)push
B)outcome
C)reach
D)feedback

Question 40

_________ is an identifying announcement of sponsorship at the beginning, end, or breaks of radio and television sponsored programs.

A)digital flex.
B)mobile billboard.
C)online advertising.
D)billboard.

Question 41

Total coverage by television and radio of a given geographic area is _________.

A)blank coverage.
B)blanket coverage.
C)zero coverage.
D)national coverage.

Question 42

______________ is an elaborate booklet, usually bound with a special cover.

A)leaflet.
B)brochure.
C)pamphlet.
D)hoarding.

Question 43

Misleading ads are prohibited in India under the_________________Act.

A)asci
B)ipr
C)copyright
D)monopolies and restrictive trade practices

Question 44

____________ is a process used by an advertiser to reserve a time period witha local station and by a network to check with its affiliates on the availability of atime period.

A)pass time.
B)frequent time.
C)agency time.
D)clear time.

Question 45

__________________refers to a situation when an advertiser withdraws the product advertised and substitutes it with a different quality product.

A)surrogate advertising
B)disparagement
C)bait-and-switch
D)remediation

Question 46

____________ is a term used to define a medium geographical potential.

A)transmitter.
B)antenna.
C)mass audience.
D)coverage.

Question 47

. _____________ is a kind of advertising run by a local advertiser in conjunction with a national advertiser.

A)local advertising
B)cooperative advertising
C)international advertising
D)national advertising

Question 48

Advertising in a directory is ______________.

A)delivery advertising.
B)directory advertising.
C)direct advertising.
D)dynamic advertising.

Question 49

Letters, folders, reprints, or other material sent through the mails directly to prospective purchases is____________.

A)instant mail advertising.
B)retrieve mail advertising.
C)spam.
D)direct mail advertising.

Question 50

______________ is one of the doyens of Indian advertising.

A)alque padamsee
B)piyush panday
C)r.k.swamy
D)subhash ghosal