R4RIN – MCQs, Mock Tests | MBA MBA Advertising and Sales Promotion Mcq Set 10

A shift towards a more integrative approach to marketing communications was assisted by;

1. The development of sales promotion methodologies
2. The development of Web 2.0 technologies
3. The development of agency collaboration strategies
4. The development of database technologies

✅ Correct Answer: 4

According to Tellis (2009) advertising effectiveness can best be improved by changing the;

1. the size of the budget
2. the content,
3. the frequency of repetition,
4. the amount of advertising

✅ Correct Answer: 2

According to the Institute of Advertising Practitioners, the hierarchy of objectives consists of;

1. Business, Communication and Intermediate
2. Sales, Intermediate and Defined
3. Business, Behavioural and Intermediate
4. Communication, Behavioural and Sales

✅ Correct Answer: 3

Activities by brands to associate themselves with an event of some description without paying the premium of being an official sponsor is known as:

1. Ambush marketing
2. Viral marketing
3. Free marketing
4. Social marketing

✅ Correct Answer: 1

Addressable media are used

1. for two-way communication
2. to deliver customised marketing messages to identifiable prospects
3. for social media
4. none of the above

✅ Correct Answer: 2

Ads that have substantial emotional content are more effective than informational ads and lead to:

1. stronger levels of recall
2. stronger levels of recognition
3. stronger levels of engagement
4. stronger levels of response

✅ Correct Answer: 3

Advertising can also be seen to be misleading, #95;#95;#95;#95;#95;#95;#95;#95;#95;#95;#95;, false, or even socially irresponsible.

1. bureaucratic
2. offensive
3. corrupting
4. long winded

✅ Correct Answer: 2

Advertising strategy is concerned with:

1. Positioning
2. Likeability
3. Audiences
4. Communications

✅ Correct Answer: 1

Agency structures are changing as result of changes in:

1. Clients communication needs
2. Budgeting methods
3. Creative skills development
4. Global economies

✅ Correct Answer: 1

AIDA stands for

1. Action, Interest, Desire and Attention
2. Attention, Interest, Desire and Action
3. Awareness, Interest, Desire and Action
4. Awareness, Involvement, Desire and Attention

✅ Correct Answer: 2

All objectives should be – complete these words 1. S ___________ 2. M ___________ 3. A ___________ 4. R ___________ 5. T ___________

1. Specific, Timed, Measurable, Achievable, Realistic
2. Measurable, Specific Realistic, Achievable, Timed
3. Specific, Timed, Achievable, Realistic, Measurable
4. Achievable, Realistic, Timed, Specific, Measurable

✅ Correct Answer: 4

Ambient communication

1. Facilitates the emergence of new platforms such as 3D technology
2. Is only digital in nature
3. Uses the environment to display its marketing messages
4. Engages the consumer in private spaces

✅ Correct Answer: 3

An increasingly common form of agency remuneration is based on:

1. Media coverage
2. Results
3. Creativity
4. Awareness recall

✅ Correct Answer: 2

Arising out of interaction is ___________

1. insight
2. understanding
3. persuasion
4. dialogue

✅ Correct Answer: 4

ATR model of advertising stands for

1. accuracy–trial–recognition
2. application–trial–refreshment
3. awareness–trial–reinforcement
4. attention–trial–recall

✅ Correct Answer: 3

Behavioural economics is grounded in the belief that people are

1. fundamentally haphazard in their decision making
2. fundamentally irrational in their decision making
3. fundamentally inconsistent in their decision making
4. fundamentally lazy in their decision making

✅ Correct Answer: 2

Brand associations developed with above-the-line techniques use which one of the following as the primary element?

1. Advertising
2. Direct Marketing
3. Public Relations
4. Digital media

✅ Correct Answer: 1

Brand associations developed with around-the-line techniques use which one of the following as the primary element?

1. Direct Marketing
2. Social media
3. Digital media
4. Public Relations

✅ Correct Answer: 2

Brand names provide information about which of the following elements;

1. Content
2. Quality
3. Durability
4. Taste

✅ Correct Answer: 1

Choose two strengths from the options below of using gaming in the media plan

1. Customized ads can be contextually relevant
2. It is easy to target a precise target audience
3. Gaming ads allow for focus on the advertising
4. Gaming sites can build brand recognition

✅ Correct Answer: 3

Choose two strengths from the options below of using gaming in the media plan

1. Customized ads can be contextually relevant
2. It is easy to target a precise target audience
3. Gaming ads allow for focus on the advertising
4. Gaming sites can build brand recognition

✅ Correct Answer: 3

Choose two strengths from the options below of using social media in the media plan

1. Develops customer relationships and builds brand loyalty
2. Is low-cost on a Pay-per-click basis
3. Needs few resources
4. Effective word of mouth advertising

✅ Correct Answer: 4

Classical economic theory suggests that people make ___________ choices in their decision making and even seek to ___________ their opportunities and ___________ expenditure.

1. rational, minimise,maximise
2. maximise, minimise, rational
3. rational, maximise, minimise
4. rational, maximise, minimise

✅ Correct Answer: 3

Classical psychological theory considers attitudes to consist of three components. These are ___________

1. affective
2. assumptive
3. cognitive,
4. conative

✅ Correct Answer: 3

Clearcast is a pre-clearance centre for which types of advertisements?

1. Newspaper
2. TV
3. Online
4. Radio

✅ Correct Answer: 2

Clients have responded to the environmental developments and industry concentration by

1. undertaking their advertising in-house
2. doing nothing
3. centralising their own communications needs into a single agency
4. demanding single-stop shopping

✅ Correct Answer: 3

Clutter is defined as

1. An overabundance of message
2. Coarse paper stock
3. A faulty broadband connection
4. A promotional tool

✅ Correct Answer: 1

Collectivist cultures emphasise ___________.

1. group skills and outcomes
2. good group membership and participation
3. group outcomes and cohesion
4. group identity and performance

✅ Correct Answer: 2

Colley's DAGMAR principles relate to which method of setting advertising budgets

1. Share of Voice
2. Percentage of Sales
3. Objective and task
4. Affordability

✅ Correct Answer: 3

Who would normally be responsible for developing the creative brief in an advertising agency?

1. Media planner
2. Account planner
3. Account executive
4. Creative partnership

✅ Correct Answer: 2

Complete the following statement which argues the IPA's approach to planning- A ___________ approach to planning how a ___________ engages it's ______________________

1. holistic/brand/audience
2. brand/audience/holistic
3. audience/holistic/brand
4. audience/holistic/brand

✅ Correct Answer: 1

Complete the following statement: ___________ is a critical component of ___________ advertising effectiveness as it ___________ how consumers in different countries and regions perceive advertising.

1. Culture/International/influences
2. Culture/influences/International
3. International/influences/Culture
4. International/influences/Culture

✅ Correct Answer: 1

Contemporary media planning is based on precision, ___________ and the creation of opportunities to act and shape behaviour

1. Knowledge
2. Frequency
3. Response time
4. Reach

✅ Correct Answer: 1

Contemporary online ads can be placed automatically in contextually relevant web locations. This serves to improve;

1. Targeting
2. Effectiveness
3. Profitability
4. Learning

✅ Correct Answer: 1

Cost per impressions (CPI) can be applied to

1. Text links
2. Social media
3. Email
4. Web banners

✅ Correct Answer: 4

Country and Place brands are concerned with the selection of 'a consistent mix of __________ and brand _____________with clear connections to a ____________.

1. elements, place of origin, brand values
2. brand values, place of origin, elements
3. brand values, elements, place of origin
4. brand values, elements, place of origin

✅ Correct Answer: 3

CPM comparative analysis is one of the

1. Basic units to measure cost efficiency
2. Units used exclusively for TV measurement
3. Units to measure duplicated audience
4. Basic units to measure total audience

✅ Correct Answer: 1

Creativity can be influenced by the relationship between an agency and:

1. Clients
2. Channels
3. Consumers
4. Controllers

✅ Correct Answer: 1

Credibility consists of three core elements. They are ___________

1. expertise, motivation and trustworthiness
2. motivation, trustworthiness and power
3. expertise, power and trustworthiness
4. attractiveness, motivation and trustworthiness

✅ Correct Answer: 1

Critics of advertising argue that it is wasteful in terms of resources allocated to it that might be 'better' deployed in doing what?, reducing prices, product improvements, providing better customer service.

1. Providing better customer services
2. Reducing prices
3. Product improvements
4. Paying staff higher salaries

✅ Correct Answer: 1

Culture is acquired through

1. Learning
2. Parents
3. Experimentation
4. The media

✅ Correct Answer: 1

DAGMAR stands for ___________ Advertising ___________for ___________ Advertising ______

1. Results, Defined, Goals, Measured
2. Goals, Measured, Results, Defined
3. Measured, Results, Defined, Goals
4. Defined, Goals, Measured, Results

✅ Correct Answer: 4

Dashboards are used for what kind of audience data measurement?

1. Social media
2. Mobile devices
3. Radio
4. TV

✅ Correct Answer: 1

Digital media measurement can not

1. Make advertising online cost efficient
2. Profile visitors' online behaviour
3. Provide insights into consuming behaviour
4. Provide measured audience analysis

✅ Correct Answer: 3

Distributor brands are often referred to as;

1. Channel brands
2. Own-label brands
3. Store brands
4. Private label brands

✅ Correct Answer: 3

Divergence dimensions of advertising creativity include which of the following:

1. Artistic value
2. Originality
3. Flexibility
4. Synthesis

✅ Correct Answer: 1

Duhan and Sandvik (2009) present an article in the International Journal of Advertising which examines the relationships between which of the following:

1. Agencies and advertisers
2. Agencies and media owners
3. Agencies and consumers
4. Agencies and researchers

✅ Correct Answer: 1

Early ideas about integrated marketing communications were based on;

1. Manufacturing
2. Airports
3. Farming
4. Orchestras

✅ Correct Answer: 4

Editors of travel sections in the Sunday press and television presenters of travel programmes can influence the decisions of prospective travellers through ___________

1. experience
2. their peer network
3. their lack of qualifications
4. their formalised knowledge

✅ Correct Answer: 4

Effective strategic development at all levels needs to be based on the setting of clear and detailed:

1. Objectives
2. Targets
3. Analysis
4. Plans

✅ Correct Answer: 1