S.Y.B.COM

SUBJECT – ADVERTISING

25.
——— method is a fixed guideline method of setting ad budget.

a) Task

b) All you
can afford

c) Arbitrary

d)
Competitor’s parity

ANS: D

 

26.
——– refers to the process of selecting media mix for advertising the
product.

a) Media
scheduling

b) Media
selling

c) Media
planning

d) Media
buying

ANS: C

 

27.
——– refers to no. of times the target audience is exposed to a message
during a selected period of time.

a) Frequency

b) Reach

c)
Continuity

d) Gross
Rating points

ANS: A

 

28.
——– refers to the process of choosing the media for ad purpose.

a) Media
selling

b) Media
planning

c) Media
scheduling

d) Media
selection

ANS: D

 

29. Under
——- media scheduling strategy, heavy advertising is undertaken followed by
limited advertising and again heavy advertising.

a) Bursting

b) Flighting

c) Pulsing

d) Steady

ANS: C

 

30.
——— is a media objective.

a) Reach

b) Frequency

c) GRPs

d) media
objectivity

ANS: A

 

31. Ad
campaign has ———- theme.

a) Multiple

b) Single

c) No

d) double

ANS: B

 

32.
——— method of advertising budget considers the objectives for allocating
funds.

a) Fixed
guidelines

b) Task

c) Arbitrary

d) Competitor’s
parity

ANS: B

 

33.
——– are calculated by multiplying frequency by reach.

a) TRPs

b) GRPs

c) Scores

d)
Objectivity

ANS: B

 

34.
———– is series of ads that share a common idea and theme.

a) Ad
campaign

b) Ad copy

c) Ad media

d) Ad
planning

ANS: A

 

35. In
———, Russel Colley developed the DAGMAR model.

a) 1965

b) 1967

c) 1961

d) 1978

ANS: C

 

36.
Proper media planning enables the selection of ———–.

a) Right
media

b) Wrong
media

c) Right
Product

d) Right
middlemen

ANS: A

 

37.
———- are the goals that the chosen media need to accomplished.

a) Media
frequency

b) Media
objectives

c) Media
reach

d) Media
circulation

ANS: B

 

38. Under
——— media scheduling strategy advertising is done regularly.

a) Steady

b) Flighting

c) Pulsing

d) Step-down

ANS: A

 

39. Under
——- media scheduling strategy heavy ads when season approaches and
reduction of advertising when the season starts declining.

a) Flighting

b) Step-down

c) Bursting

d) Teaser
step-up

ANS: B

 

40. USP
stand for —————.

a) Unique
Selling Program

b) Unique
selling Proposition

c) Utility
Selling Proposition

d) Unique
Selling Package

ANS: B

 

 

41.
——— is the act of placing two different ideas together.

a) Brain
storming

b)
Juxtaposition

c)
Observation

d)
Meditation

ANS: B

 

42.
——- appeal is one that appeals to the sense of right and wrong.

a) Rational

b) Moral

c) Emotional

d) Social

ANS: B

 

43.
Consumer durables of high value are often bought on the basis of ——
appeals.

a) Emotional

b) Rational

c) Moral

d) Fear

ANS: B

 

44. The
concept of USP was developed by ———-.

a) Rosser
Reeves

b) David
Ogilvy

c) William
Stanton

d) Philip
Kotler

ANS: A

 

45. ———-
attempts to induce action on the part of the prospect.

a) Appeal

b) Response

c)
Visualization

d)
Proposition

ANS: A

 

46.
——— refers to creative imagination of ideas.

a) Analysis

b) USP

c)
Visualization

d) TRP

ANS: C

 

47.
Creativity in advertising ————-.

a) Attract
attention

b) Increase
recall

c) Makes ad
memorable

d) All the
above

ANS: D

 

48.
——— is the outline of instructions for work to be done by creative team
of the ad agency.

a) Creative
brief

b) Creative
process

c)
Visualization

d) Product
layout

ANS: A

 

49.
——— is a technique of visualization.

a) SMP

b) USP

c)
Observation

d) Media
planning

ANS: C

 

50.
——— refers to the intension behind purchases.

a) Selling
points

b) Buying
motives

c) Appeals

d) USP

ANS: B

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