EIILM UNIVERSITY, SIKKIMEXAMINATIONS, SEPTEMBER 2012

MBA- MARKETING MANAGEMENT, SEM III

ADVERTISING MANAGEMENT

Time: 3 hours M.Marks:60

Note: -All questions are compulsory. Each Question carries equal mark.

1) …………….advertising is method of passing information relating goods or services for sale direct to potential customers through the mediums of the post.

a. Direct mailb. Indirect mailc. Advertisementd. None of the above

2) A strength of radio advertising is…………………a. The ability to reach segmented audiencesb. Low cost per thousandc. Short lead timesd. All of the above

3) Which of the following is NOT a problem with television advertising?a. Escalating advertising cost b. Erosion of television viewing audiencesc. Clutterd. Inability to achieve impact

4) The concept of effective reach states that fewer exposures to advertisements are required ………………..

a. When humor is usedb. When comparative advertising is used c. For brands with higher market shares and greater customer loyaltyd. For necessities

5) In a ……………….advertisement schedule ,advertising is used during every period of the campaign ,but the amount of advertising varies considerably from period to period.

a. Datedb. Plottedc. Continuousd. Pulsing

6) Which of the following is not a requirement for setting advertising objectives?a. Objectives must specify the amount of changeb. Objectives must be stated in terms of profitsc. Objectives must be clear and in writingd. Objectives must be realistic

7) ……………..consists of short-term incentives to encourage the purchase or sale of a product or service.

a. Publicityb. Advertisingc. A patronage rewardd. Sales promotion

8) Which type of promotional tool is nonpublic, immediate, customized, and interactive?a. brand contactsb. sales promotionsc. public relationsd. direct marketing

9) Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.

a. pull; pushb. pulse; pullc. push; pulld. pulse; continuity

10) ________ define the task that advertising must do with a specific target audience during a specific period of time.

a. Message decisionsb. Advertising budgetsc. Advertising strategiesd. Advertising objectives

11) ………….. is used heavily when introducing a new product category. The objective is to build primary demand.

a. Comparative advertisingb. Informative advertisingc. Persuasive advertisingd. Patronage advertising

12) Persuasive advertising becomes …………. when a company directly or indirectly compares its brand with one or more other brands.

a. informative advertisingb. reminder advertisingc. institutional advertisingd. comparative advertising

13) After determining its advertising objectives, the company's next step in developing an advertising program is to ………………

a. use couponb. use cash refund offersc. use advertising specialtyd. set its advertising budget

14) A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods?

a. the integrated methodb. the objective-and-task methodc. the percentage-of-sales methodd. the competitive-parity method

15) Which method of setting an advertising budget relies on analyzing competitors' spending?a. affordable methodb. percentage-of-sales methodc. objective-and-task d. competitive-parity method

16) Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

a. the competitive-parity method of setting a promotion budgetb. media planningc. the affordable method of setting a promotion budgetd. implementing branded entertainment

17) The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers?

a. Television advertising is becoming more expensive.b. Consumers are watching less television.c. Audiences are less interested in media consumptiond. Consumers have more choices about what to watch or not watch.

18) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

a. sales promotionb. advertising specialtiesc. premium promotionsd. customer benefits

19) The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two.

a. Verbalizationb. Statementc. Visualizationd. appeal

20) Ads that are built around dream themes use which type of execution style?a. mood or imageb. scientific evidencec. musicald. fantasy

21) Which of the following is not one of the major steps in media selection?a. Deciding on format elements.b. Selecting specific media vehicles.c. Choosing among major media types.d. deciding on timing

22) Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except ________.

a. digital satellite television systemsb. cable televisionc. Internet advertisingd. network television

23) In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle's ________.

a. pass-along audienceb. editorial qualityc. timingd. audience quality

24) Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.

a. Pulsingb. Sequencingc. Segmentingd. continuity

25) Which of the following is not a benefit of standardized global advertising?a. consistent worldwide imageb. greater global advertising coordinationc. lower advertising costd. appeal to different demographics differ

26) Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ……………….

a. a mass market strategyb. public relationsc. press agenciesd. outdated business ethics

27) …………..use several tools, including the news, speeches, and special events.a. Public relations professionalsb. Advertising specialistsc. Computer programmersd. Advertising agencies

28) A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

a. public relationsb. direct marketingc. sales promotiond. personal selling

29) Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use?

a. brand contactsb. personal sellingc. direct marketingd. public relations

30) Chris Stemen, the owner of an independent gift store, is developing an advertising budget. Chris has totaled his company's revenues and deducted operating expenses and capital outlays. He intends to use a percentage of the remaining funds for advertising. Which budget setting method is Chris using?

a. integrated method percentage-of-sales methodb. affordable methodc. competitive-parity methodd. objective-and-task method

31) You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ________.

a. Frequencyb. Reachc. Impactd. qualitative value

32) The public relations department at a manufacturer of a variety of technological devices has been charged with developing inexpensive methods of building and maintaining brand awareness and excitement. To begin with, the public relations department has recruited consumers who are early adopters of technological devices to spread the word about the company's new products. This is an example of the public relations tool of ________.

a. corporate identity marketingb. public service activitiesc. special eventsd. buzz marketing

33) ………………..involves formulating and setting the competitive positioning for a product and a detailed marketing mix.

a. Segmentationb. Targetingc. Positioningd. None of the above

34) The art director and the copy writer work together as a team. a. Trueb. False

35) Much of the communication research was related to the war time interest in propaganda. a. Trueb. false

36) The food processing industry began around eighteen century. a. Falseb. True

37) Advertisements in those days were laid out like our present day a. Classified advertisementb. Newspaper advertisementc. Both a and bd. None of the above

38) The first advertisement on A & F pears bought a picture tilted "bubbles" was launched in 1886.

a. Trueb. False

39) The letter should be limited to 8 to 9 paragraphs a. Trueb. False

40) In print media rates depends upon the size , colour and…………….a. Positionb. Magazinesc. Hoardingsd. None of the above

41) Containment offers the brand manager important functional considerations such as:a. Container sizeb. Sealing and resealingc. Dispensingd. All of the above

42) Identification offers the brand manager opportunities to promote the product such as:a. Information on how the product is usedb. Promotion of salec. Warningsd. All of the above

43) Factors influencing product mix:a. Change in demand of the productb. Competitors policyc. Goodwill of the firmd. All of the above

44) An advertising objectives includes:a. To informb. To persuadec. To remindd. All of the above

45) Factors considered when budget setting:a. Stage of product life cycleb. Market share and consumer basec. Advertising frequencyd. All of the above

46) ……………., message, and channel factors are controllable elements in the communication model.

a. Sourceb. Channel mediumc. Source and messaged. None of the above

47) Marketer should think about the media where the advertisement will be presented.a. Trueb. False

48) Approaches to setting the advertising budget includes:a. Fixed percentage of salesb. Same level as competitorsc. Taskd. All of the above

49) An investigation into the relative effectiveness and the relative costs of using the various advertising media in an advertising campaign is known as……………..

a. Media analysisb. Published mediac. Visual mediad. Print media

50) Published or print media include:a. National daily newspapersb. Sunday newspaperc. Local news paperd. All of the above

51) Visual and aural media include:a. Radiob. Cinemac. Both a and bd. Internet

52) Eye-catching signs were painted on…………a. Buildings b. Hoardingsc. Magazinesd. None of the above

53) More and more people began to read newspaper and ……………….a. Hoardingsb. Magazinesc. Buildingsd. None of the above

54) During the press conference it is advisable to only communicate the news it should be one way Communication.

a. Trueb. False

55) Which of the following is not an example of persuasive advertising?a. Persuading customers to receive a sales call.b. Explaining how the product works.c. Changing customer perceptions about product attributes.d. Encouraging the customer to purchase now.

56) The selection of appropriate media is based upon which of the following factors?a. Cost.b. Nature of the product.c. Media habits of target consumersd. All of the above.

57) What are the disadvantages of magazine advertising?a. Lesser reach compared with television.b. May be inappropriate mix with magazine content.c. Static images onlyd. All of the above.

58) Due to the highly competitive advertising environment with advertisers clamouring for the attention of the consumer, it is essential for the advertisers to cut through the mass advertising clutter and reach the target audience. In advertising terms this is referred to as 'noise' and refers to:

a. Distortion of messages by differences in culture.b. Intelligent clutter which distorts messages.c. Extraneous non-intelligent clutter which distorts.d. All o f the above

59) Which of the following is not an advantage of radio advertising?a. Good local acceptance.b. High geographic selectivity.c. High audience selectivity.d. High demographic selectivity.

60) Which of the following is not a disadvantage of the Internet?a. Audience controls the exposure.b. Relatively low impact.c. High selectivity.d. Demographically skewed audience.