ADVERTISING AND SALES MANAGEMENT

PART-I
1. ___ is any paid form of non-personal presentation and promotion of ideas or products by an
identified sponsor.
a. Marketing
b. Promotions
c. Advertising
d. Publicity
Ans: C
2. Developing ___ involves a series of decisions for planning, creating, delivering, and evaluating an
advertising effort
a. Marketing plan
b. Advertising message
c. Advertising campaigns
d. None of these
Ans: C
3. What is CPA?
a. Continuous Partial Attention
b. Customer’s Partial Attention
c. Continued Partial Advertising
d. Continuous Partial Advertising
Ans: A
4. In ___ advertising, products that are forbidden from being advertised are promoted through
another product of the same brand, using the brand image.
a. Stealth
b. Surrogate
c. Ethical
Ans: C
5. Which is the oldest largest advertisement agency in India?
a. Lowas Lintas
b. Ogilvy & Mather
c. Hindustan Thompson Associates Ltd
d. None of these
Ans: C
6. Production is a part of which department?
a. Creative
b. Media
c. Client Servicing
d. Marketing Research
Ans: A
7. ___ are the wordsmiths who do the wording of an advertisement
a. Creative director
b. Accounts Executive
c. Copychief
d. Copywriters
Ans: D
8. What is the term used for advertising done for intermittent and irregular periods and alternating
with shorter periods of no advertising?
a. Continuity Scheduling
b. Pulse Scheduling
c. Intermittent Scheduling
d. Flight Scheduling
Ans: D
9. Expand DAGMAR
a. Defining Advertising Goals for Measured Advertising Results
b. Developing Advertising Goals for Measuring Advertising Results
c. Defining Agency Goals for Measured Advertising Results
d. Defining Advertising Goals for Marketing& Advertising Results
Ans: A
10. ___ is a long-term tool and often not even designed to increase sales immediately.
a. Promotions
b. Marketing Mix
c. Advertising
d. Both & C
Ans: C
11. This process of transforming the content of a message (thoughts, ideas, news, etc.) into a
symbolic form is known as
a. Decoding
b. Encoding
c. Noise
d. Communication process
Ans: B
12. What is Zapping?
a. switching of channels during boring programs or ad commercials
b. switching programs using a remote
c. fast-forwarding through commercials in programs recorded on a video cassette/TV.
d. None of these
Ans: B
13. ___ is the process by which an individual selects, organizes, and interprets information inputs to
create a meaningful picture of the world
a. Decoding
b. Perception
c. Perceptual mapping
d. Mind filters
Ans: B
14. ___ characteristics are at the feeling level, hardly measurable, but vital for brand selection if
associated with positive experiences
a. Pseudo physical
b. Psychological attributes
c. Physical
d. Rational
Ans: B
15. The ___ is considered to be the most important part of a print copy that is supposed to convey
the main message in an advertisement
a. Copy
b. Pictures
c. Jingle
d. Headline
Ans: D
16. Which type of advertising aims at selling capital goods, B-to-B, and intermediary industrial
products?
a. Corporate advertising
b. Industrial advertising
c. Financial advertising
d. Specialty Advertising
Ans: B
17. What is the term used for determining an advertisement’s effectiveness based on consumer
responses, feedback, and behavior?
a. Pre-Testing
b. Copy- Testing
c. Both A & B
d. None of these
Ans: C
18. ___ is essentially a science and an art that helps determine the most effective manner of spending
the marketer’s money across media
a. Flight Scheduling
b. Continuity Scheduling
c. Market Research
d. Media Planning
Ans: D
19. Who among the following is responsible to keep updates with media trends, obtain media costs,
discover market trends and understand the motivations of consumers?
a. Client Service executive
b. Media Planner
c. Media Buyer
d. Advertising Agency
Ans: B
20. What factors should be considered while setting the advertising budget?
a. Competition
b. Market situation
c. Sales decay rate
d. All f the above
Ans: D
21. Expand AIC
a. Advertising Information Curve
b. Advertising Intensiveness Curve
c. Advance Information Curve
d. Advertising Investment Curve
Ans: B
22. The All- you- can- afford method is used in which of the below?
a. Market Research
b. Budgeting
c. Media Planning
d. Media Buying
Ans: B
23. ___ is an interactive computer-based system.
a. Management Information system
b. Self Support System
c. Decision Support System
d. Direct Support System
Ans: C
24. An offer is a value for money that the ___ campaign offers.
a. Media
b. Advertising
c. Direct
d. Mass
Ans: C
25. Which of the below is an example of Direct Mail?
a. Personal Selling
b. Advertising
c. Direct Marketing
d. Public Relations
Ans: C
26. In which type of marketing Interactive Voice Recording (IVR) is used?
a. Direct Mail
b. Internet Marketing
c. Direct Marketing
d. One to one marketing
Ans: C
27. What is Brat Power?
a. Importance of new mediums like the internet
b. Evolving customer segment of kids, children
c. Evolving customer segment
d. Evolving media power
Ans: B
28. For which type of market small packaging, single-use packets are suitable?
a. Urban
b. Rural
c. Semi-Urban
d. Metros
Ans: B
29. A successful campaign mixes the ___ and modern media cleverly to get the best results.
a. Traditional
b. Popular
c. Preferred
d. None of these
Ans: A
30. Which of the following are examples of mass media used in rural areas?
a. TV
b. Radio,
c. Village melas
d. All of the above
Ans: D
31. ___ is the watchdog organization that lays down ethical standards for the advertising industry.
a. IRDA
b. ASCI
c. DMA
d. TRAI
Ans: B
32. Misleading advertisements are covered by the ___ Protection Act of 1986.
a. Company
b. Customer
c. Agency
d. None of these
Ans: B
33. ___ is the portrayal of people in a way that is devoid of individuality.
a. Puffery
b. Stereotyping
c. Endorsements
d. Halo Effect
Ans: B
34. Misleading Advertising, Unethical Product Endorsements, Stereotyping are some of the
advertising ___.
a. Strategies
b. Malpractices
c. Practices
d. Drawbacks
Ans: B
35. What is IPR?
a. Intellectual property rate
b. Intellectual Person’s right
c. Intellectual Property Rights
d. International Promotions Right
Ans: C
36. The, ___ when enacted, will provide for pre-censorship and categorization of advertising and
programming content.
a. Content Code
b. Advertiser’s code
c. Doordarshan’s Code
d. AIR Code
Ans: A
37. Intellectual property refers to creations of the ___.
a. Team
b. Employees
c. Advertising agency
d. Mind
Ans: D
38. Products with little or more differentiation can call for ___ advertising.
a. Low
b. Heavy
c. Minimum
d. Maximum
Ans: B
39. Which of the following Acts refers to the safety and interest of consumers directly
a. MRTP Act
b. RTI Act
c. IPR Act
d. Consumer Protection Act, 1986
Ans: D
40. The fundamental objective of media with reference to advertising is to deliver the right message
to the right ___ at the right time.
a. Client
b. Person
c. Place
d. Medium
Ans: B
41. The ___ in the hands of high school and college students at a certain segment is any
businessman’s delight.
a. Pocket money
b. Excess money
c. Purchasing power
d. disposable money
Ans: D
42. Sales promotion is particularly effective in triggering ___ trials and unplanned impulse
purchases
a. Product
b. Pre-purchase
c. Purchase
d. None of these
Ans: A
43. Mail-in coupons, Contest forms, etc are examples of
a. Publicity
b. Public relations
c. Sales promotion
d. All of the above
Ans: C
44. The number of copies sold or distributed by a newspaper or magazine is termed as
a. Readership
b. Circulation
c. Frequency
d. Reach
Ans: B
45. The purpose of ___ is to induce the consumer to try the product immediately.
a. Price Discounts
b. Discount Coupons
c. Free Offers
d. Refunds
Ans: A
46. ___ target resellers the wholesalers and retailers who distribute manufacturers’ products to the
end-users.
a. Sales Promotions
b. Trade promotions
c. Sweepstakes
d. Premiums
Ans: B
47. Expand P-O-P.
a. Price of purchase
b. Place of purchase
c. Point of Purchase
d. Product of purchase
Ans: C
48. A ___ is an art director’s counterpart of a blueprint.
a. Ad copy
b. StoryBoard
c. Layout
d. Visuals
Ans: C
49. The promotional activities carried out through mass media like television, radio, newspaper are
called ___
a. Below the line
b. Above the line
c. Between the line
d. None of these
Ans: B
50. What is the term used to denote the number of times a particular advertisement reaches the same
person or family.
a. Frequency
b. Reach
c. Relatedness
d. Gross impression
Ans: A
PART-II
1. The following is not a function of advertising
a. Information
b. Brand image Building
c. Persuasion
d. Pricing
Ans: D
2. By default advertising is done on a.
a. Limited scale
b. Mass Scale
c. Corporate Level only
d. Societal Level only
Ans: B
3. The following is the biggest limitation of advertising.
a. It forces the consumer to buy the things he does not need
b. It sells gloss and dreams too and dreams to prospective buyers
c. It tells consumers about the arrival of new products in the market
d. All of the above
Ans: A
4. Which are of the following according to Krugman is the third exposure
a. What is it?
b. What of it?
c. Wherefrom has it come?
d. None of these
Ans: D
5. Advertising contributes to.
a. Economic growth of society or country
b. National Capital
c. Power of marketing Firms
d. Chaos in the already congested marketplace
Ans: A
6. Do you believe that advertising can bring about socio-economic change?
a. Certainly
b. Only if media have their footprints and audience are willing and able to buy the content
c. Only if a country or society is effluent
d. Certainly not
Ans: B
7. The last step in the process followed under the AIDA model is.
a. Intention
b. Attention
c. Desire
d. None of the above
Ans: D
8. What kind of promotional material can be given to a photographer’s shop?
a. Catalogues of newly introduced camera
b. Roll of Fuji film
c. A newly introduced camera displayed I glass window
d. All of the above
Ans: A
9. Non- commercial advertising is likely to forms on the following issue
a. Consumption of fast food items
b. Promotion of health spas
c. Awareness about use of Petrol
d. All of the above
Ans: C
10. Brand switching is one of the objectives of
a. Management
b. Marketing
c. Advertising
d. Publicity
Ans: C
11. The following is the element of the communication triangle
a. Public
b. Message
c. Media
d. All of the above
Ans: C
12. If the current state of the prospective buyer is interested and motivated to buy, then we should
have the following communication objective
a. Change advertisements on the website
b. Overcome barriers to purchase (present in prospective buyer’s mind)with easy-to-accept obstacle
removal options
c. Undertake successful sales transactions
d. Allow prospective customers to try products through samples
Ans: B
13. The client of an advertising agency is called
a. Customer
b. Major
c. Corporate
d. Account
Ans: D
14. Which one of the following is not a media vehicle?
a. Leaflet
b. TV
c. Conference Hall
d. Internet
Ans: C
15. Processing can refer to
a. Signal processing
b. Geometry processing
c. Image Monitoring
d. Either a or b
Ans: D
16. Word processing is done to
a. Enhance and modify JPG graphics
b. Process text and format it
c. Make relational data tables
d. Give presentation
Ans: B
17. Advertisements can change your attitude and behavior. Do you agree with this statement?
a. Yes
b. No
c. That depends upon the individual who is being exposed to advertisements
d. That depends upon the situation the marketer/ advertisers is in
Ans: A
18. Which one of the following media would opt for promoting FMCG?
a. Industry-oriented magazines
b. TV
c. Internet
d. Presentations during trade fairs
Ans: B
19. Which one of the following media would be suitable for building brand image?
a. Run-of-the-mill advertisements on TV channels during prime viewing hours
b. Advertisements during intervals in the cinema halls
c. Gloss advertisements in and newspapers of repute
d. E-mail message to prospective clients
Ans: B
20. Which media has the highest value of reach in the Indian context?
a. TV
b. Newspaper
c. Radio
d. Magazines
Ans: A
21. Media timing is concerned with
a. Message Context
b. Time and Period during which an advertising campaign is to be run
c. Frequency of exposure
d. Budget of the entire media mix
Ans: B
22. Reach refers to the percentage of
a. Customers in a targeted market
b. The population that advertisers consider
c. Customers in the targeted market who are exposed to an advertising campaign
d. Customers contacted (in person) in an advertising campaign
Ans: C
23. Which one of the following is not a budgeting method in the context of advertising
a. All available funds method
b. Fixed Percentage Method
c. Competitive Parity Method
d. Objective and Task Method
Ans: B
24. The unit sale method of advertising budgeting
a. Involves the allocation of all available funds for advertising purposes
b. Focuses on external market trends
c. Takes the cost of advertising as an individual item and multiplies it by the number of units the
advertiser wished to sell
d. Name of the above
Ans: C
25. Which one of the following is not the scheduling method in the context of advertising?
a. Fighting
b. Massed
c. Continuity
d. Chequered Media
Ans: D
26. When there are peaks and valleys in product demand, it is advisable to use the following
scheduling technique.
a. Massed
b. Chequered Media
c. Fighting
d. Any one of the above
Ans: D
27. A mail-order discount scheme would be most suitable for selling
a. Transformers
b. Magazine subscriptions
c. High-Value
d. Computer Parts
Ans: B
28. Under the barter scheme
a. Firms can offer products and services to advertising firms if the latter offer cheap advertising
services
b. Firms buy products from the market and supply products to the same market
c. Cost discounting is the key issue
d. None of the above
Ans: A
29. Advertising budget emanates from
a. Advertising Tenets
b. Advertising objectives
c. Market plAns:
d. Firm’s overall objectives
Ans: D
30. Advertising frequency is the highest in the following case
a. Refined Oil
b. Ball Bearing
c. Life Insurance
d. LCD Television
Ans: A
31. If we launch a new product, we combine advertising with
a. Publicity
b. Sales promotion
c. Personal selling
d. None of the above
Ans: C
32. Who is responsible for the overall output, viz production, quality, manufacturing, etc. of an
advertisement?
a. Copywriter
b. Artist
c. Cameraman
d. Creative Director
Ans: D
33. Which one of the following is not a media-related term.
a. Reach
b. Frequency
c. Depth
d. Footprint
Ans: C
34. When had Doordarshan started sending colour TV signals in India
a. 1979
b. 1986
c. 1982
d. 1977
Ans: C
35. When was the first-ever TV station of India inaugurated?
a. July 1962
b. June 1964
c. September 1959
d. August 1959
Ans: C
36. A DSS can solve.
a. All types of problems
b. Semi-structured problems
c. Unstructured problems
d. Semi-structured & Unstructured problems
Ans: C
37. A DSS software can be structured into
a. Three Components
b. Two Components
c. Four Components
d. None of the above
Ans: C
38. Which one of the following is not a major feature of a DSS?
a. It is user-friendly
b. It is menu-driven
c. It allows modular applications
d. It does not have application flexibility
Ans: D
39. Media planning is the process of determining how to use.
a. Cost and profit
b. Time and space
c. Money & time
d. Time & Client’s resources
Ans: B
40. Media planning is the process of determining how to use ___ and ___ to achieve advertising
objectives.
a. Money, Power
b. Space, Power
c. Time, Resources
d. Time, Money
Ans: D
41. Direct mail packages come in all ___ and ___.
a. Colors, packing
b. Packing sizes
c. Sizes, shapes
d. Shapes, hues
Ans: C
42. Tone and manner affect the ___, look, and ___ of the execution of an advertising campaign
a. Feel, power
b. Effectiveness, feel
c. The setting, Power
d. Feel, Setting
Ans: D
43. A DSS can be successful and if it is good ___ or and ___ by management at all levels
a. Feel support
b. Support, Priority
c. Priority, Attitude
d. Attitude, Support
Ans: D
44. Magazines are ___ and ___ media that also build the brand image of a product or business firm
a. Colourful, informative
b. Informative, powerful
c. Creative, colorful
d. Powerful, Mass
Ans: A
45. A newspaper is ___ cost but ___ valid media
a. High Frequently
b. Current, never
c. Low, Presently
d. Log, Highly
Ans: C
46. A ___ writes the text of an advertisement whereas a director designs the advertisement
a. Writer, Intuitive
b. Copywriter, outsider
c. Copywriter, art
d. Copy-composer, editorial
Ans: C
47. The three basic ingredients of any advertising copy are ___ style and ___.
a. Content, clarity
b. Clarity, Presentation
c. Presentation, content
d. Content, colours
Ans: C
48. ___ and ___ help lock in key phrases that are a brand image.
a. Pop-ups, Jingles
b. Displays, SlogAns:
c. SlogAns:, Jingles
d. Jingles, Displays
Ans: C
49. Ogilvy had started that is the most important element in an ___
a. Adelines, action
b. Headlines, activity
c. Headlines, advertisement
d. Punchlines, advertisements
Ans: C
50. ___ appear ___ frequently than newspapers
a. Cartoons, More
b. Advertisements, less
c. Cartoons, less
d. Magazines, less
Ans: D