Deck 1: Advertising Agency Functions, Services, and Strategies

Question 1

Who started first Advertising Agency ?

A)David Ogilvy
B)B.Palmer
C)Thomas J Barratt
D)Edward Bernays

Answer 1

B.Palmer

Question 2

What are the different functions which advertising agency performs ?

A)Attracting clients
B)Economic growth
C)Gaining clients
D)SWOT Analysis

Answer 2

Attracting clients

Question 3

What kind of services are provided by agency ?

A)Creating message
B)Communication
C)Brand building
D)Outdoor publicity

Answer 3

Brand building

Question 4

In which year did the concept of Mega agency start ?

A)1980
B)1982
C)1983
D)1985

Question 5

In GAP model the gap between consumer expectation and management perception occur due to?

A)Role conflict
B)Over promising
C)Lack of Market Research
D)Lack of team spirit

Question 6

What is the problem in service industry ?

A)Touching product
B)Tasting product
C)Tangibility
D)Standardization

Question 7

In client-agency relationship what is pre-relationship stage ?

A)Setting rule
B)Period after hiring agency
C)Period before hiring agency
D)Reality test

Question 8

What attributes are important to be account planner along with being open minded ?

A)Leadership Quality
B)Research skills
C)Marketing skills
D)Pitching skills

Question 9

What is the last step in account planning process ?

A)Pre-testing
B)Market research
C)Tracking the ad performance
D)Communication

Question 10

What is consequence in means-end chain ?

A)Advertising brands
B)Benefits consumer receive
C)Features
D)Beliefs

Question 11

In digital advertising how to convey display advertising ?

A)SEM
B)SEO
C)HTML
D)Using text and logos

Question 12

What is the most important feature in post prodcution process ?

A)Editing
B)Talent arrangements
C)Bidding
D)Casting

Question 13

Television is suited to which advertising appeal ?

A)Only rational appeal
B)Ony emotional appeal
C)Both rational and emotional appeal
D)Comedy appeal

Question 14

Marketing audit is conducted to analyse which factors ?

A)SWOT analysis
B)Likes and dislikes of consumers
C)Market opportunity analysis
D)Internal environment analysis

Question 15

What are the important steps in postproduction process ?

A)Location
B)Editing
C)Night shoots
D)Bidding

Question 16

How are the various elements of TV commercial brought together ?

A)Bay Layout
B)In a script
C)By colouring
D)By designing

Question 17

What should be included in marketing brief ?

A)SWOT analysis
B)Market analysis
C)Marketing brief objectives
D)Likes and dislikes of consumers

Question 18

Why is marketing audit conducted ?

A)For target market
B)To execute plan
C)To do SWOT analysis
D)To understand demand in market

Question 19

What element is important in conviction stage of buying behavior ?

A)To create awareness in minds of people
B)To deal with emotional appeal
C)To finally buy the product
D)To get knowledge about product

Question 20

Who developed the AIDA model ?

A)David Ogilvy
B)James Walter
C)B. Palmer
D)Elmo Levis

Question 21

On what basis market feasibility study is done ?

A)Based on project cost
B)Future demand
C)Based on competition
D)Based on investment

Question 22

What elements are included in direct cost ?

A)Media bills
B)Maintenance cost
C)Electricity bills
D)Office rent

Question 23

How to develop your business with new clients ?

A)Advertising
B)By enhancing Image and reputation
C)Word of mouth publicity
D)Using marketing skills

Question 24

To whom are marketing efforts directed in pull strategy ?

A)Consumer
B)Client
C)Manufacturer
D)Retailer and dealer