Question 1

Expand ISA :

Accepted Answer

A)  international society of advertisers 
B)  indian society of advertisers 
C)  international sort of advertisers 
D)  informative and service advertisements B

Question 2

Most of the advertising of the Central Government in India is handled by

Accepted Answer

A)  pib 
B)  hmc 
C)  private agencies 
D)  davp D

Question 3

The advertising messages are ___ _______and ___________

Accepted Answer

A)  precise and witty 
B)  responsive and informative 
C)  persuasive and productive 
D)  persuasive and informative D

Question 4

Which one of the following is not a constituent of 'internal public' of any organization?

Accepted Answer

A)  management cadre of the organization 
B)  workers' representatives of the organization 
C)  secretarial/clerical personnel of the organization 
D)  consumers and consumer groups

Question 5

Single colour used in an advertisement is called,_______

Accepted Answer

A)  mono colour 
B)  single print 
C)  spot colour 
D)  mono media

Question 6

_________________ is direct communications with carefully targeted individual consumers to an immediate response

Accepted Answer

A)  personal selling 
B)  public relations 
C)  direct marketing 
D)  sales promotion

Question 7

Which of the following is usually NOT an area of responsibility for people who work in an advertising agency?

Accepted Answer

A)  research 
B)  creativity 
C)  printing 
D)  buying

Question 8

Advertising is considered to be an art; as well as a science. The statement is, ____

Accepted Answer

A)  true 
B)  false 
C)  former is true, but latter is false 
D)  former is false, but latter is true

Question 9

An account in advertising parlance

Accepted Answer

A)  the budget earmarked for a campaign 
B)  a client 
C)  giving an account of ad campaign strategy 
D)  a report of the account executive to the creative team

Question 10

An advertising message usually focuses on

Accepted Answer

A)  the models in the ad. 
B)  advantages of the product over competing ones 
C)  availability of the product 
D)  key benefits of the product that are important to the buyer

Question 11

Promotional material located in and around retail outlets is known as

Accepted Answer

A)  retail advertising 
B)  direct advertising 
C)  pop advertising 
D)  personal advertising

Question 12

U. S. P. (Unique Selling Proposition) means

Accepted Answer

A)  a product that can sell 
B)  a feature similar to that of the competitor's product/band 
C)  a feature present only in one product/brand 
D)  a feature that can not be altered

Question 13

Advertising that is under complete control of the advertiser, established medium

Accepted Answer

A)  direct advertising 
B)  brand advertising 
C)  display ad 
D)  classified ad

Question 14

Which one of the following is a good example of direct advertising?

Accepted Answer

A)  display cards 
B)  display panels on vehicles 
C)  window display 
D)  a brochure

Question 15

What is the main objective of informative advertising?

Accepted Answer

A)  to create selective demand 
B)  to stimulate primary demand 
C)  to keep the brand in consumers\ minds during the mature stage of the product life cycle 
D)  none of the above

Question 16

Price, _____, _____and Physical distribution are the four main elements in marketing

Accepted Answer

A)  product, sales 
B)  sales, advertising 
C)  product, promotion 
D)  promotion, purchasing

Question 17

The most common form of outdoor advertising is

Accepted Answer

A)  stadium advertising 
B)  advertising on taxis 
C)  advertising on bus backs 
D)  billboard advertising

Question 18

Image advertising is a/an,

Accepted Answer

A)  advertising strategy 
B)  advertising standard 
C)  advertising firm 
D)  a type of advertisement

Question 19

Three common advertising appeals include

Accepted Answer

A)  objectivity, timeliness and frequency 
B)  fear and humour 
C)  guilt, ego and enrichment 
D)  possessiveness, pride and social status

Exam 1: Advertising Terminology and Strategies: Part A