S.Y.B.COM
25.
--------- method is a fixed guideline method of setting ad budget.
a) Task
b) All you
can afford
c) Arbitrary
d)
Competitor’s parity
ANS: D
26.
-------- refers to the process of selecting media mix for advertising the
product.
a) Media
scheduling
b) Media
selling
c) Media
planning
d) Media
buying
ANS: C
27.
-------- refers to no. of times the target audience is exposed to a message
during a selected period of time.
a) Frequency
b) Reach
c)
Continuity
d) Gross
Rating points
ANS: A
28.
-------- refers to the process of choosing the media for ad purpose.
a) Media
selling
b) Media
planning
c) Media
scheduling
d) Media
selection
ANS: D
29. Under
------- media scheduling strategy, heavy advertising is undertaken followed by
limited advertising and again heavy advertising.
a) Bursting
b) Flighting
c) Pulsing
d) Steady
ANS: C
30.
--------- is a media objective.
a) Reach
b) Frequency
c) GRPs
d) media
objectivity
ANS: A
31. Ad
campaign has ---------- theme.
a) Multiple
b) Single
c) No
d) double
ANS: B
32.
--------- method of advertising budget considers the objectives for allocating
funds.
a) Fixed
guidelines
b) Task
c) Arbitrary
d) Competitor’s
parity
ANS: B
33.
-------- are calculated by multiplying frequency by reach.
a) TRPs
b) GRPs
c) Scores
d)
Objectivity
ANS: B
34.
----------- is series of ads that share a common idea and theme.
a) Ad
campaign
b) Ad copy
c) Ad media
d) Ad
planning
ANS: A
35. In
---------, Russel Colley developed the DAGMAR model.
a) 1965
b) 1967
c) 1961
d) 1978
ANS: C
36.
Proper media planning enables the selection of -----------.
a) Right
media
b) Wrong
media
c) Right
Product
d) Right
middlemen
ANS: A
37.
---------- are the goals that the chosen media need to accomplished.
a) Media
frequency
b) Media
objectives
c) Media
reach
d) Media
circulation
ANS: B
38. Under
--------- media scheduling strategy advertising is done regularly.
a) Steady
b) Flighting
c) Pulsing
d) Step-down
ANS: A
39. Under
------- media scheduling strategy heavy ads when season approaches and
reduction of advertising when the season starts declining.
a) Flighting
b) Step-down
c) Bursting
d) Teaser
step-up
ANS: B
40. USP
stand for ---------------.
a) Unique
Selling Program
b) Unique
selling Proposition
c) Utility
Selling Proposition
d) Unique
Selling Package
ANS: B
41.
--------- is the act of placing two different ideas together.
a) Brain
storming
b)
Juxtaposition
c)
Observation
d)
Meditation
ANS: B
42.
------- appeal is one that appeals to the sense of right and wrong.
a) Rational
b) Moral
c) Emotional
d) Social
ANS: B
43.
Consumer durables of high value are often bought on the basis of ------
appeals.
a) Emotional
b) Rational
c) Moral
d) Fear
ANS: B
44. The
concept of USP was developed by ----------.
a) Rosser
Reeves
b) David
Ogilvy
c) William
Stanton
d) Philip
Kotler
ANS: A
45. ----------
attempts to induce action on the part of the prospect.
a) Appeal
b) Response
c)
Visualization
d)
Proposition
ANS: A
46.
--------- refers to creative imagination of ideas.
a) Analysis
b) USP
c)
Visualization
d) TRP
ANS: C
47.
Creativity in advertising -------------.
a) Attract
attention
b) Increase
recall
c) Makes ad
memorable
d) All the
above
ANS: D
48.
--------- is the outline of instructions for work to be done by creative team
of the ad agency.
a) Creative
brief
b) Creative
process
c)
Visualization
d) Product
layout
ANS: A
49.
--------- is a technique of visualization.
a) SMP
b) USP
c)
Observation
d) Media
planning
ANS: C
50.
--------- refers to the intension behind purchases.
a) Selling
points
b) Buying
motives
c) Appeals
d) USP
ANS: B
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