sinfoera.com – MCQs, Mock Tests | MBA MBA Advertising and Sales Promotion Mcq Set 11

1 El-Murad and West (2004) present a paper in the Journal of Advertising Research which examines which of the following:

A Advertising message appeals B Creating effective advertising C Copywriting and art direction D Defining advertising creativity

✅ Correct Answer: 4

2 Emerging technologies will continue to influence consumer behaviour in the future by enabling

A Consumer-centricity B Relevance filtering C Newspapers D Measurement

✅ Correct Answer: 1

3 Engagement seeks to generate one two main types of response ______

A Brand Equity and Brand Response B Brand Values and Brand Response C Brand Happiness and Brand Response D Brand Values and Brand Activation

✅ Correct Answer: 2

4 ESP stands for

A emotional selling promise B emotional selling process C emotional selling proposition D editorial selling promise

✅ Correct Answer: 3

5 Extensive local penetration and coverage is indicative of

A Magazines B Newspapers C Online Advertising D Social Media

✅ Correct Answer: 2

6 Fame campaigns work by _____

A Getting talked about and making waves B Featuring popular celebrities and being likeable C Being easily remembered for its creative content D Featuring strong product attributes

✅ Correct Answer: 1

7 Feldwick (1996) suggests brand equity is a composite of:

A Brand association, strength, and dominance B Brand future, weight, and description C Brand value, strength, and description D Brand value, strength, and relationships

✅ Correct Answer: 3

8 For gaming measurement, which measurement method is not used?

A SOA B CPC C CTR D CPM

✅ Correct Answer: 1

9 For gaming measurement, which measurement method is not used?

A SOA B CPC C CTR D CPM

✅ Correct Answer: 1

10 Frequency is defined as?

A All possible exposures to a target audience B The total number of duplicated exposures C The number of times a reader is exposed to a message D Three exposures to the target audience

✅ Correct Answer: 3

11 Goal-directed behaviour by online and mobile users that is satisfied (by a web site) is more likely to

A Change behaviour B Make people want to return to a site C Create word-of-mouth conversations D Maintain positive brand associations

✅ Correct Answer: 2

12 Gross impressions means

A The standard for a communication message to have an impact on the consumer B All possible exposures to a given medium at a given time C Both 1 and 2 above D The percentage of the target audience exposed to a message

✅ Correct Answer: 2

13 Grounds for acceptability of advertising include consideration of which of the following:

A Credibility B Legality C Decency D Honesty

✅ Correct Answer: 1

14 Heath's 'Low Attention Processing Model', was previously referred to as;

A the Low Attitude Processing Model B the Low Engagement Processing Model C the Low Involvement Processing Model D the Low Participation Processing Model

✅ Correct Answer: 3

15 How many commercial messages are we thought to encounter each day?

A 5000 B 100 C 1000 D 3000

✅ Correct Answer: 4

16 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 Newspapers now use colour

✅ Correct Answer: 1

17 In February 2011 new regulations were introduced allowing __ __ on TV:

A Tobacco advertising B Product enhancements C Shock advertising D Product placement

✅ Correct Answer: 4

18 In high-context languages, information /content is assumed to be _____

A implicit: it is known and does not need to be set out. B implicit: it is known but needs to be elaborated C explicit: it is not known and needs to be set out. D explicit: it is known but needs to be elaborated

✅ Correct Answer: 1

19 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

✅ Correct Answer: 3

20 In newer, younger agencies, roles are undertaken by the following kinds of individuals:

A Multi talented B Multi skilled C Multi taskers D Multi activists

✅ Correct Answer: 3

21 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

✅ Correct Answer: 2

22 In the advertising agency selection process, the agency credentials meeting is also known as the ___________ meeting:

A Chemistry B Relationship C Knowledge D Synthesis

✅ Correct Answer: 1

23 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

✅ Correct Answer: 4

24 Internet advertising has some weaknesses because

A It is not easy to track B It is not emotive C It cannot reach a global audience D It does not deliver good targeted reach

✅ Correct Answer: 2

25 It has been suggested that organisations 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

✅ Correct Answer: 1

26 It is the quality of the ___________ between the various elements in the process that determine whether a communication event will be successful.

A actions B research C linkages D sequencing

✅ Correct Answer: 3

27 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

✅ Correct Answer: 3

28 Littlejohn (1992) identifies four main contexts within which communication occurs. These are

A interpersonal, group, organisational and interactional communication B interpersonal, group, organisational and mass communication C interpersonal, group, organisational and linear communication D interpersonal, group, organisational and relational communication

✅ Correct Answer: 2

29 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

✅ Correct Answer: 3

30 Media audience research

A Is a highly organised discipline with a worldwide presence B Is not necessary for the media planner C Is carried out individually by each agency D Is the same for traditional and newer media

✅ Correct Answer: 1

31 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

✅ Correct Answer: 3

32 Media selections and scheduling decisions associated with delivering advertising constitute a

A Problem Solving Equation B Message Weight C Media Kit D Media Plan

✅ Correct Answer: 4

33 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 rate

✅ Correct Answer: 2

34 Messengers perceived to be physically attractive lead to two main outcomes. These ads ______

A are more easily recognised and promote positive associations B promote strong engagement and improved responses C attract more attention and are evaluated more positively D stimulate involvement and increased recall

✅ Correct Answer: 3

35 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

✅ Correct Answer: 4

36 Mobile marketing has innovative ways to reach the consumer. Which of the following is not one of them?

A Barcode calls-to-action B Mobile apps C Yellow pages advertising D Mobile retail payments

✅ Correct Answer: 3

37 Mobile marketing to-date is most successful among

A Younger consumers B American consumers C Asian consumers D Spanish consumers

✅ Correct Answer: 1

38 Most of the early advertising models were developed on the principle that individuals are cognitive information processors and that ads are understood as a result of_______

A emotional involvement processing B superior recall C information processing D advertising triggers

✅ Correct Answer: 3

39 Music is used frequently in advertising as _____

A an executional cue B a standout feature C background D a mood setter

✅ Correct Answer: 1

40 Name two of the three major types of advertising found in newspapers

A Classified B Display C Below-the-line D Banner

✅ Correct Answer: 1

41 Of the following, which is not a method of costing media

A CTR B CPA C CPR D CPM

✅ Correct Answer: 3

42 One advantage of Mobile marketing is that it is not

A Inferior in its creative possibilities B Place-based media C Prone to security breaches D Dependent on GPS systems

✅ Correct Answer: 2

43 One of the following is not a strength of magazines

A Inherent design flexibility B Shelf-life C Quality reproduction D Deadline flexibility

✅ Correct Answer: 4

44 One of the main aims of creativity in advertising is to gain:

A Brand Loyalty B Awareness C Interest D Attention

✅ Correct Answer: 4

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

A Hofsvelt B Hofshouse C Hofstede D Hofsmann

✅ Correct Answer: 3

46 One significant change in the paid-for media environment is

A Terrestrial and satellite radio offerings B The number of print vehicles available C The presence of social media sites D The addition of cable TV

✅ Correct Answer: 3

47 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

✅ Correct Answer: 4

48 One weakness in using out-of-home media is

A Difficult to Measure and Control B Delivers Excellent Reach C Demographic Flexibility D Relatively Low Cost

✅ Correct Answer: 1

49 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

✅ Correct Answer: 2

50 Opinion leaders and opinion formers are an integral part of which model of communication

A Linear B Interactional C Relational D Influencer

✅ Correct Answer: 4

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MBA Advertising and Sales Promotion Mcq Set 11