Question 1

The term used to describe the unique added values and appeal of the brand in relation to other brands in the same market is,

Accepted Answer

A)   brand positioning
B)   brand filling
C)   coverage
D)   brand value A

Question 2

Advertising agencies were first developed for, and still serve, the purpose of

Accepted Answer

A)   increasing the amount of research and decision-making clients need to do
B)   mystifying ad purchasing so that clients do not attempt it on their own
C)   pushing clients to make rapid decisions
D)   simplifying and speeding the purchasing of ads for their clients D

Question 3

Infomercials often resemble other types of television shows, including

Accepted Answer

A)   talk shows
B)   live, audience-participation shows
C)   news shows
D)   all of these D

Question 4

The research which enables an ad agency to better understand how consumers use a product or service is, _________

Accepted Answer

A)   evaluative research
B)   strategic research
C)   target research
D)   consumer research

Question 5

_______is the advertisement, facing editorial pages in magazines and newspapers

Accepted Answer

A)   facing matter
B)   advertorial
C)   op-ed ads
D)   edit page ads

Question 6

TGR means,

Accepted Answer

A)   tele group rating
B)   television gain rating
C)   target group rating
D)   television gross rating

Question 7

Who coined the term USP?

Accepted Answer

A)   mashall mcluhan
B)   rosser reeves
C)   michael schudson
D)   russed colley

Question 8

The manufacturer, government body or organization which wishes to have advertisements crated and placed:

Accepted Answer

A)   internal publics
B)   advertiser
C)   consumer
D)   accounts

Question 9

Which type of advertising objective is the most important for mature products?

Accepted Answer

A)   informative advertising
B)   comparison advertising
C)   persuasive advertising
D)   reminder advertising

Question 10

Awareness, __________, ___________, preference, ___________ and purchase are the stages consumers move through in terms of buyer-readiness.

Accepted Answer

A)   post-purchase, knowledge, liking
B)   liking, attitude, conviction
C)   knowledge, liking, conviction
D)   knowledge, liking, attitude

Question 11

The 'hierarchy of human needs' is a valuable guide in the process of Ad. copy formulation. Who devised it?

Accepted Answer

A)   abraham h. maslow
B)   philip lesley
C)   paul lazarsfeld
D)   leon festinger

Question 12

DAVP stands for:

Accepted Answer

A)   dictionary of advertising and visual publicity
B)   directorate of advertising and visual publicity
C)   directory of advertising and visual publicity
D)   directory of advanced and vital publicity

Question 13

What is the name of the promotional tool aimed at building good relations with a company and its publics?

Accepted Answer

A)   publicity
B)   public relations
C)   advertising
D)   promotion

Question 14

Which of the following is not an aspect of the promotion mix?

Accepted Answer

A)   strategic positioning
B)   direct marketing
C)   advertising
D)   public relations

Question 15

Brand names and identity advertising are methods that advertisers use to encourage consumers to

Accepted Answer

A)   reach their demographic potential
B)   perceive hidden messages
C)   make distinctions among products that are actually very similar
D)   satisfy subconscious motivations

Question 16

Which among them is not a function of advertising;

Accepted Answer

A)   eliminate seasonal fluctuations
B)   creates confidence in quality
C)   balancing consumers' budget
D)   increase in per-capita use

Question 17

Advertising that is usually restricted in size and format and arranged in a group based on the mature of product or service advertised is generally referred to as

Accepted Answer

A)   display advertising
B)   corporate advertising
C)   classified advertising
D)   corporative advertising

Question 18

What two major communication channels do marketers use to convey their product to consumers?

Accepted Answer

A)   word-of-mouth and commercials
B)   personal and non-personal channels
C)   message source and feedback
D)   print media and events

Question 19

Writing text for advertisements is called:

Accepted Answer

A)   ad writing
B)   art production
C)   illustration
D)   copy writing

Exam 2: Marketing Fundamentals