Advertising and Sales Promotion 28

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Objective Questions and Answers of MBA: Advertising and Sales Promotion 28

Subject: Objective Questions and Answers of MBA: Advertising and Sales Promotion 28

Part 28: Objective questions and answers of Advertising and Sales Promotion


Q1. Identify one reason media choices have become more difficult in recent years

a) Segmentation

b) Internet is used more frequently than any other medium

c) Newspapers now use colour

d) Satellite radio has come on the scene


Q2. In most developed markets advertising practice is regulated through a mixture of:

a) Advertising agencies and clients

b) Creatives and media planners

c) Legislation and voluntary controls

d) Trade associations and media owners


Q3. In selecting an advertising agency, without clear ___________as a sound starting point you have little chance of success. Complete the blank.

a) Roles

b) Briefs

c) Tasks

d) Ideas


Q4. Interactive media can be best described as

a) Marketing Mix

b) Customized Marketing Messages

c) Marketing Communications Mix

d) Media that allow two-way messages between company and consumer


Q5. It has been suggested that organizations practice one of two forms of integration. These are;

a) Content and Process

b) Content and Provision

c) Contingency and Application

d) Process and System


Q6. Keller believes brand associations comprise information about three elements. Which of the following is not one of these elements?

a) Brand attitudes

b) Brand benefits

c) Brand performance

d) Brand attributes


Q7. Magazine performance has remained stable in recent years due to

a) The development of brand values

b) Low cost

c) Their ability to address segmented audiences

d) Multi-page combinations


Q8. Media planning is carried out through

a) Research and tested formulas

b) An intuitive process

c) Both of the above

d) None of the above


Q9. Media strategy is making media decisions based on

a) The client's wishes

b) Understanding customers' wants and needs

c) Whims of the market

d) Brand awareness


Q10. Mobile marketers are able to reach audiences

a) Using a 'push' strategy

b) Using a 'pull' strategy

c) In real time

d) All of the above


Q11. Mobile marketing to-date is most successful among

a) Younger consumers

b) American consumers

c) Asian consumers

d) Spanish consumers


Q12. Music is used frequently in advertising as ___________

a) An executional cue

b) A standout feature

c) Background

d) A mood setter


Q13. Of the following, which is not a method of costing media?

a) CTR

b) CPA

c) CPR

d) CPM


Q14. One of the following is not strength of magazines

a) Inherent design flexibility

b) Shelf-life

c) Quality reproduction

d) Deadline flexibility


Q15. One of the most important international, culturally oriented research exercises, was undertaken by

a) Hofsvelt

b) Hofshouse

c) Hofstede

d) Hofsmann


Q16. One strength of using mobiles in a media plan is that they

a) Are efficient on slower networks

b) Have short and fleeting messages

c) Are more important than TV as a medium

d) Allow a social peer group to spread an idea quickly


Q17. One weakness of using mobiles in a media plan is

a) Rich content delivery is better than on a computer

b) Privacy issues are of great concern among mobile users

c) All devices are standardized for easy use across operating systems

d) The message is long-lived


Q18. Paid advertising based on a per-click model is called

a) Source advertising

b) Sponsored search-engine advertising

c) Feedback

d) ICT indicators

e) Search Engine Optimization


Q19. People not only consume media simultaneously, they also consume more media than in previous periods. Estimates put this between, but

a) 3 and 7 hours a day

b) 7 and 11 hours a day

c) 5 and 9 hours a day

d) 9 and 13 hours a day


Q20. Place-based media occur in which venues?

a) Spectaculars

b) Transport

c) Scaffolding Wraps

d) Outdoor Billboard


Part 28: Objective questions and answers of Advertising and Sales Promotion


Q1. Answer a


Q2. Answer c


Q3. Answer b


Q4. Answer d


Q5. Answer a


Q6. Answer c


Q7. Answer c


Q8. Answer c


Q9. Answer b


Q10. Answer d


Q11. Answer a, c


Q12. Answer a


Q13. Answer c


Q14. Answer d


Q15. Answer c


Q16. Answer d


Q17. Answer b


Q18. Answer b


Q19. Answer b


Q20. Answer a, c

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