Deck 4: Marketing and Advertising: Part B

Question 1

An individual outlet of an advertising medium, such as a certain magazine or a specific broadcast station or program is called,

A) Ad vehicle
B) Ad spot
C) Ad slot
D) Ad outlet

Answer 1

Ad vehicle

Question 2

The consistent preference and /or purchase of one brand in specific product is called:

A) Brand Consistency
B) Brand Loyalty
C) Brand Coverage
D) Objectivity

Answer 2

Brand Loyalty

Question 3

Who is a media planner ?

A) One who selects the clients
B) One who selects the advertising media
C) One who selects the ad egency
D) One who selects the research team

Answer 3

One who selects the advertising media

Question 4

When a company publishes their own publication, it is called as;

A) House Organ
B) Company Zine
C) E-zine
D) Brochures

Question 5

A broadcast station's record of its programming is known as;

A) Record
B) Log
C) Beat
D) Register

Question 6

Define jargon;

A) The deadline given to ad item to publish or broadcast
B) Special words and expressions related to social groups, professions, events etc
C) The reference library of a media organization
D) Special advertising terms

Question 7

Which among the options is an attitude change theory that postulates, consumers act to relieve the discomfort that occurs as a result of conflict in believes?

A) Cultivation Theory
B) Magic Bullet Theory
C) Cognitive Dissonance Theory
D) Diffusion of Innovations Theory

Question 8

In an ad campaign, the researchers evaluate the promotion effort while it is running in the market place. This process is called;

A) Concept testing
B) Market Analysis
C) Concurrent Testing
D) Consumer Evaluation

Question 9

Cross Selling means;

A) Identifying customer needs
B) Convincing the customers of product benefits
C) Responding to questions and objections of customers
D) All of these

Question 10

When a company acquires a supplier through an acquisition strategy, this is referred to as:

A) Vertical marketing system
B) Horizontal integration
C) Backward integration
D) Forward integration

Question 11

Introducing new products to existing markets is an example of:

A) Horizontal diversification
B) Concentric diversification
C) Conglomerate diversification
D) Vertical diversification

Question 12

Corporate strategy is:

A) More specific and practical than marketing strategy
B) Reactive to short-term competitive activity
C) The implementation of plans to achieve long-term aims
D) Decided by functional marketing strategy

Question 13

The Traditional Marketing style involves

A) Telemarketing
B) Digital Marketing
C) Indirect Marketing
D) Direct Marketing

Question 14

Market information means

A) Knowledge of shops and bazaars
B) Knowledge of shopping malls
C) Knowledge of customer profile and product mix
D) Knowledge of various languages

Question 15

In a Selling Process,

A) Only standard products are sold
B) No customization required
C) The seller need not have product knowledge
D) The seller should aim at customer satisfaction

Question 16

Sellers that handle their own exports are engaged in:

A) Direct exporting
B) Indirect exporting
C) Licensing
D) Contract manufacturing

Question 17

_____________ is quoted as "everyone lives by selling something. "

A) Bill Gates
B) Robert Louis Stevenson
C) Arthur Miller
D) Henry Ford

Question 18

_________________ are ads that appear while subscribers are surfing online services or Web sites, including banners, pop-up windows, "tickers," and "roadblocks. "

A) Online infomercials
B) Online ads
C) Online broadcasts
D) Online bullets

Question 19

When an international seller sells a plant, equipment, or technology to another country and agrees to take payment in the resulting products, it is called:

A) Barter
B) Buy-back
C) Counter purchase
D) Like-value exchange

Question 20

In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:

A) Meaningful
B) Distinctive
C) Believable
D) Remembered

Question 21

A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.

A) Blocking strategy
B) Push strategy
C) Pull strategy
D) Integrated strategy

Question 22

The purpose of strategic planning is to find ways in which the company can best:

A) Overcome losses
B) Use its strengths to take advantage of attractive opportunities in the environment
C) Avoid paying taxes
D) Avoid the expense of costly research and development while still getting the benefits