Managing Mass Communications Chapter 18

Managing Mass Communications- MCQs with answers - Part
Developing and Managing an Advertising Program
1. Any paid form of promotion of services, goods or ideas and non-personal

presentation by an identified sponsor can be stated as
a) Advertising
b) Sales promotion
c) Publicity
d) Public relations
View Answer / Hide Answer
ANSWER: a) Advertising
2. While developing an advertising program, the marketers need to start by
a) Identifying buyer motives

b) Identifying target markets
c) Both a and b
d) None of the above.
ANSWER: c) Both a and b
3. While developing an advertising program, the marketers need to make five

major decisions termed as
a) "The five Ws"

b) "The five Ps"•
c) "The five Cs"•
d) "The five Ms"•
ANSWER: d) "The five Ms"

4. The form of advertising that intends to create brand knowledge and
awareness of new features of existing products or of new products is known
as
a) Informative advertising
b) Persuasive advertising
c) Reinforcement advertising
d) Reminder advertising
ANSWER: a) Informative advertising
5. The form of advertising that intends to create conviction, liking, preference

and purchase of a service or product.
a) Informative advertising
b) Persuasive advertising
c) Reinforcement advertising
d) Reminder advertising
ANSWER: a) Informative advertising
6. If the product class becomes mature, the firm is the market leader.
a) True
b) False
ANSWER: a) True
Deciding on the advertising budget and developing advertising campaign
1. There are ____factors affecting budget decisions.
a) 5
b) 4
c) 3
d) 2
ANSWER: a) 5
2. In case of high market share brands, there is need of _____advertising

expenditure as a percentage of sales.
a) High
b) Less
c) Depends on condition
d) None of the above
ANSWER: b) Less
3. Brands in less-well differentiated market need ______ advertising.
a) High
b) Less
c) Depends on condition
ANSWER: a) High
4. In designing and assessing an advertising campaign, the marketers employ
a) Science
b) Art
c) Both a & B
ANSWER: c) Both a & B
5. While developing the advertising campaign, message strategy focuses on

a) Positioning of an ad
b) Expressing the brand claims
c) Both a and b
ANSWER: a) Positioning of an ad
6. While developing the advertising campaign, creative strategy focuses on
a) Positioning of an ad
b) Expressing the brand claims
c) Both a and b
ANSWER: b) Expressing the brand claims
7. The process of creative brief includes:
a) Key message
b) Target audience
c) Communications objectives
d) All of the above
ANSWER: d) All of the above
8. When the marketers use customers as their creative team to cut the cost,
the process is known as:
a) Open source
b) Crowdsourcing
c) Both a and b

9. The broad reach of television results in high cost per exposure.
a) True
b) False
ANSWER: b) False
10. Advertisements of Pharma products that promises diagnosis and treatment

are regulated by
a) The Drugs and Magic Remedies Act 1954

b) The Drugs & Cosmetics Act 1940
c) Both a and b
Managing Mass Communications - MCQs with answers - Part

3
Deciding on media and measuring effectiveness
1. Product placement, public spaces and billboards are examples of
a) Place advertising
b) Sales promotion
c) Publicity
ANSWER: a) Place advertising
2. The impact of exposures on audience awareness relies on

a) The frequency
b) The reach
c) The impact
d) All of the above
ANSWER: d) All of the above
3. The number of different individuals exposed to a specific media schedule at

least once during a specified time period is
a) Reach
b) Frequency
c) Impact
ANSWER: Reach
4. The qualitative value of an exposure provided through a specific medium is
a) Reach
b) Frequency
c) Impact
ANSWER: c) Impact
5. Total number of exposures can be calculated as
a) Reach*Average frequency
b) Average reach* frequency
c) Impact*Reach
ANSWER: a) Reach*Average frequency

6. Weighted number of exposures can be calculated as
a) Reach*Average frequency*Average impact

b) Average reach* frequency*Average impact
c) Impact*Reach*Average frequency
ANSWER: a) Reach*Average frequency*Average impact
7. While launching the new products, extensions of new brands or flanker

brands, the most important element is
a) Reach
b) Frequency
c) Impact
ANSWER: a) Reach
8. Most important element when there are strong competitors or frequent-

purchase cycle is
a) Reach
b) Frequency
c) Impact
ANSWER: b) Frequency
9. The major media type is selected on basis of
a) Product characteristics
b) Message characteristics
c) Target audience media habits and cost
d) All of above
ANSWER: d) All of above
10. In-store advertising is a form of
a) Place advertising
b) Product placement
c) Point of purchase
ANSWER: c) Point of purchase
11. Outdoor advertising is also known as
a) "5-second sell"
b) "15-second sell"•
c) "20-second sell"•
ANSWER: b)"15-second sell"•
12. The number of physical units that carry the advertising can be stated as
a) Circulation
b) Audience
c) Effective Audience
d) Effective ad-exposed audience
ANSWER: a) Circulation
13. The number of individuals exposed to the vehicle carrying advertising is
a) Circulation
b) Audience
ANSWER: b) Audience
14. The number of individuals with target audience features exposed to the
vehicle is
a) Circulation
b) Audience
ANSWER: c) Effective Audience
15. The number of people with target audience features who actually saw the
advertisement is
a) Circulation
b) Audience
ANSWER: d) Effective ad-exposed audience
1. The __________ problem involves scheduling the ads in terms of business

cycle and seasons.
a) Seasonscheduling
b) Microscheduling
c) Macroscheduling
ANSWER: c) Macroscheduling
2. The ________ problem requires for allocation of ad expenses within a short
period to get maximum impact.
a) Seasonscheduling
b) Microscheduling
c) Macroscheduling
ANSWER: b) Microscheduling
3. _______ indicates the rate at which new purchasers enter the market.
a) Buyer turnover
b) Purchase frequency
c) Average frequency
ANSWER: a) Buyer turnover
4. ________can be termed as the number of times that average buyer

purchases the product within a specific period.
a) Buyer turnover
b) Purchase frequency
c) Average frequency
ANSWER: b) Purchase frequency
5. When exposures are noticed evenly over a given period, it is
a) Concentration
b) Continuity
c) Pulsing
d) Flighting
ANSWER: b) Continuity
6. When all the advertising budget is spend in a single period, it is
a) Concentration
b) Continuity
c) Pulsing
d) Flighting
ANSWER: a) Concentration
7. When an advertising period is followed by a period with no advertising, it is
a) Concentration
b) Continuity
c) Pulsing
d) Flighting
ANSWER: d) Flighting
8. The continuous advertising done at low-weight levels and then reinforced

periodically by heavy activity is
a) Concentration
b) Continuity
c) Pulsing
d) Flighting
ANSWER: c) Pulsing
9. Communication effect research should be performed

a) Before an ad is put into media
b) After an ad is printed or broadcast
c) Both a and b
10. A firm's share of expenses results in a ________ that earns a _______ and
finally, ________.
a) Share of voice, share of consumers' hearts and minds, share of market
b) Share of market, share of consumers' hearts and minds, share of voice
c) Share of voice, share of market, share of consumers' hearts and minds
d) Presence dimension
ANSWER: a) Share of voice, share of consumers' hearts and minds, share of

market
1. The collection of incentive tools designed to support quicker of greater

purchase of specific services or products by consumers or the trade is
a) Sales Promotion
b) Advertising
c) Publicity
ANSWER: a) Sales Promotion
2. _________ provides a reason to buy and _____ provides an incentive to buy.
a) Advertising, Publicity
b) Publicity, Advertising
c) Sales promotion, Advertising
d) Advertising, Sales promotion

ANSWER: d) Advertising, Sales promotion
3. Advertising and display allowances is an example of
a) Trade promotion
b) Business and sales-force promotion
c) Consumer promotion
ANSWER: a) Trade promotion
4. Sales promotions in markets of high brand similarity
a) Results in a high response in the short run and offers little gain in brand
preference in longer term
b) Results in a little gain in short run and high response in longer term
c) Results in a high response from the start to end
ANSWER: a) Results in a high response in the short run and offers little gain in
brand preference in longer term
5. Tie in promotions, cross-promotions and Point-of-purchase are examples of
a) Trade promotion
b) Business and sales-force promotion
c) Consumer promotion
ANSWER: a) Trade promotion

6. Sell-in time ends when almost ___ of the deal merchandise is in the hands of
customers.
a) 50%
b) 80%
c) 95%
d)75%
ANSWER: c) 95%

Managing Mass Communications Chapter 18

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Managing Mass Communications Chapter 18

Uploaded by

Copyright:

Available Formats

Managing Mass Communications- MCQs with answers - Part

Developing and Managing an Advertising Program

1. Any paid form of promotion of services, goods or ideas and non-personal

View Answer / Hide Answer

2. While developing an advertising program, the marketers need to start by

a) Identifying buyer motives

View Answer / Hide Answer

ANSWER: c) Both a and b

3. While developing an advertising program, the marketers need to make five

a) "The five Ws"

View Answer / Hide Answer

ANSWER: d) "The five Ms"

View Answer / Hide Answer

ANSWER: a) Informative advertising

5. The form of advertising that intends to create conviction, liking, preference

View Answer / Hide Answer

ANSWER: a) Informative advertising

View Answer / Hide Answer

Deciding on the advertising budget and developing advertising campaign

1. There are ____factors affecting budget decisions.

2. In case of high market share brands, there is need of _____advertising

View Answer / Hide Answer

3. Brands in less-well differentiated market need ______ advertising.

View Answer / Hide Answer

4. In designing and assessing an advertising campaign, the marketers employ

View Answer / Hide Answer

ANSWER: c) Both a & B

5. While developing the advertising campaign, message strategy focuses on

View Answer / Hide Answer

6. While developing the advertising campaign, creative strategy focuses on

View Answer / Hide Answer

ANSWER: b) Expressing the brand claims

7. The process of creative brief includes:

View Answer / Hide Answer

ANSWER: d) All of the above

View Answer / Hide Answer

ANSWER: c) Both a and b

View Answer / Hide Answer

10. Advertisements of Pharma products that promises diagnosis and treatment

a) The Drugs and Magic Remedies Act 1954

View Answer / Hide Answer

ANSWER: c) Both a and b

Managing Mass Communications - MCQs with answers - Part

Deciding on media and measuring effectiveness

1. Product placement, public spaces and billboards are examples of

View Answer / Hide Answer

ANSWER: a) Place advertising

2. The impact of exposures on audience awareness relies on

View Answer / Hide Answer

ANSWER: d) All of the above

3. The number of different individuals exposed to a specific media schedule at

View Answer / Hide Answer

4. The qualitative value of an exposure provided through a specific medium is

View Answer / Hide Answer

5. Total number of exposures can be calculated as

View Answer / Hide Answer

ANSWER: a) Reach*Average frequency

a) Reach*Average frequency*Average impact

View Answer / Hide Answer

ANSWER: a) Reach*Average frequency*Average impact

7. While launching the new products, extensions of new brands or flanker

View Answer / Hide Answer

8. Most important element when there are strong competitors or frequent-

View Answer / Hide Answer

a) ReachAverage frequencyAverage impact

ANSWER: a) ReachAverage frequencyAverage impact

2. _____ provides a reason to buy and _ provides an incentive to buy.