R4RIN – MCQs, Mock Tests | MBA MBA Advertising and Sales Promotion Mcq Set 11

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

1. Advertising message appeals
2. Creating effective advertising
3. Copywriting and art direction
4. Defining advertising creativity

✅ Correct Answer: 4

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

1. Consumer-centricity
2. Relevance filtering
3. Newspapers
4. Measurement

✅ Correct Answer: 1

Engagement seeks to generate one two main types of response ______

1. Brand Equity and Brand Response
2. Brand Values and Brand Response
3. Brand Happiness and Brand Response
4. Brand Values and Brand Activation

✅ Correct Answer: 2

ESP stands for

1. emotional selling promise
2. emotional selling process
3. emotional selling proposition
4. editorial selling promise

✅ Correct Answer: 3

Extensive local penetration and coverage is indicative of

1. Magazines
2. Newspapers
3. Online Advertising
4. Social Media

✅ Correct Answer: 2

Fame campaigns work by _____

1. Getting talked about and making waves
2. Featuring popular celebrities and being likeable
3. Being easily remembered for its creative content
4. Featuring strong product attributes

✅ Correct Answer: 1

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

1. Brand association, strength, and dominance
2. Brand future, weight, and description
3. Brand value, strength, and description
4. Brand value, strength, and relationships

✅ Correct Answer: 3

For gaming measurement, which measurement method is not used?

1. SOA
2. CPC
3. CTR
4. CPM

✅ Correct Answer: 1

For gaming measurement, which measurement method is not used?

1. SOA
2. CPC
3. CTR
4. CPM

✅ Correct Answer: 1

Frequency is defined as?

1. All possible exposures to a target audience
2. The total number of duplicated exposures
3. The number of times a reader is exposed to a message
4. Three exposures to the target audience

✅ Correct Answer: 3

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

1. Change behaviour
2. Make people want to return to a site
3. Create word-of-mouth conversations
4. Maintain positive brand associations

✅ Correct Answer: 2

Gross impressions means

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

✅ Correct Answer: 2

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

1. Credibility
2. Legality
3. Decency
4. Honesty

✅ Correct Answer: 1

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

1. the Low Attitude Processing Model
2. the Low Engagement Processing Model
3. the Low Involvement Processing Model
4. the Low Participation Processing Model

✅ Correct Answer: 3

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

1. 5000
2. 100
3. 1000
4. 3000

✅ Correct Answer: 4

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

1. Segmentation
2. Internet is used more frequently than any other medium
3. Newspapers now use colour
4. Newspapers now use colour

✅ Correct Answer: 1

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

1. Tobacco advertising
2. Product enhancements
3. Shock advertising
4. Product placement

✅ Correct Answer: 4

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

1. implicit: it is known and does not need to be set out.
2. implicit: it is known but needs to be elaborated
3. explicit: it is not known and needs to be set out.
4. explicit: it is known but needs to be elaborated

✅ Correct Answer: 1

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

1. Advertising agencies and clients
2. Creatives and media planners
3. Legislation and voluntary controls
4. Trade associations and media owners

✅ Correct Answer: 3

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

1. Multi talented
2. Multi skilled
3. Multi taskers
4. Multi activists

✅ Correct Answer: 3

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

1. Roles
2. Briefs
3. Tasks
4. Ideas

✅ Correct Answer: 2

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

1. Chemistry
2. Relationship
3. Knowledge
4. Synthesis

✅ Correct Answer: 1

Interactive media can be best described as

1. Marketing Mix
2. Customized Marketing Messages
3. Marketing Communications Mix
4. Media that allow two-way messages between company and consumer

✅ Correct Answer: 4

Internet advertising has some weaknesses because

1. It is not easy to track
2. It is not emotive
3. It cannot reach a global audience
4. It does not deliver good targeted reach

✅ Correct Answer: 2

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

1. Content and Process
2. Content and Provision
3. Contingency and Application
4. Process and System

✅ Correct Answer: 1

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

1. actions
2. research
3. linkages
4. sequencing

✅ Correct Answer: 3

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

1. Brand attitudes
2. Brand benefits
3. Brand performance
4. Brand attributes

✅ Correct Answer: 3

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

1. interpersonal, group, organisational and interactional communication
2. interpersonal, group, organisational and mass communication
3. interpersonal, group, organisational and linear communication
4. interpersonal, group, organisational and relational communication

✅ Correct Answer: 2

Magazine performance has remained stable in recent years due to

1. The development of brand values
2. Low cost
3. Their ability to address segmented audiences
4. Multi-page combinations

✅ Correct Answer: 3

Media audience research

1. Is a highly organised discipline with a worldwide presence
2. Is not necessary for the media planner
3. Is carried out individually by each agency
4. Is the same for traditional and newer media

✅ Correct Answer: 1

Media planning is carried out through

1. Research and tested formulas
2. An intuitive process
3. Both of the above
4. None of the above

✅ Correct Answer: 3

Media selections and scheduling decisions associated with delivering advertising constitute a

1. Problem Solving Equation
2. Message Weight
3. Media Kit
4. Media Plan

✅ Correct Answer: 4

Media strategy is making media decisions based on

1. The client's wishes
2. Understanding customers' wants and needs
3. Whims of the market
4. Brand awareness rate

✅ Correct Answer: 2

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

1. are more easily recognised and promote positive associations
2. promote strong engagement and improved responses
3. attract more attention and are evaluated more positively
4. stimulate involvement and increased recall

✅ Correct Answer: 3

Mobile marketers are able to reach audiences

1. Using a 'push' strategy
2. Using a 'pull' strategy
3. In real time
4. All of the above

✅ Correct Answer: 4

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

1. Barcode calls-to-action
2. Mobile apps
3. Yellow pages advertising
4. Mobile retail payments

✅ Correct Answer: 3

Mobile marketing to-date is most successful among

1. Younger consumers
2. American consumers
3. Asian consumers
4. Spanish consumers

✅ Correct Answer: 1

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_______

1. emotional involvement processing
2. superior recall
3. information processing
4. advertising triggers

✅ Correct Answer: 3

Music is used frequently in advertising as _____

1. an executional cue
2. a standout feature
3. background
4. a mood setter

✅ Correct Answer: 1

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

1. Classified
2. Display
3. Below-the-line
4. Banner

✅ Correct Answer: 1

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

1. CTR
2. CPA
3. CPR
4. CPM

✅ Correct Answer: 3

One advantage of Mobile marketing is that it is not

1. Inferior in its creative possibilities
2. Place-based media
3. Prone to security breaches
4. Dependent on GPS systems

✅ Correct Answer: 2

One of the following is not a strength of magazines

1. Inherent design flexibility
2. Shelf-life
3. Quality reproduction
4. Deadline flexibility

✅ Correct Answer: 4

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

1. Brand Loyalty
2. Awareness
3. Interest
4. Attention

✅ Correct Answer: 4

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

1. Hofsvelt
2. Hofshouse
3. Hofstede
4. Hofsmann

✅ Correct Answer: 3

One significant change in the paid-for media environment is

1. Terrestrial and satellite radio offerings
2. The number of print vehicles available
3. The presence of social media sites
4. The addition of cable TV

✅ Correct Answer: 3

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

1. Are efficient on slower networks
2. Have short and fleeting messages
3. Are more important than TV as a medium
4. Allow a social peer group to spread an idea quickly

✅ Correct Answer: 4

One weakness in using out-of-home media is

1. Difficult to Measure and Control
2. Delivers Excellent Reach
3. Demographic Flexibility
4. Relatively Low Cost

✅ Correct Answer: 1

One weakness of using mobiles in a media plan is

1. Rich content delivery is better than on a computer
2. Privacy issues are of great concern among mobile users
3. All devices are standardized for easy use across operating systems
4. The message is long-lived

✅ Correct Answer: 2

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

1. Linear
2. Interactional
3. Relational
4. Influencer

✅ Correct Answer: 4