ASSIGNMENT I
PGDM (Supported by e learning ) (Module III)
eMM03
Max. Marks : 100
Attempt all questions . All questions are compulsory and each question carries 2 marks . No negative
marking is there.
1. In case of advertising , the sponsor is
a)
b)
c)
d)
partially identified
not identified
identified
None of the above
2. The term ‘national advertising’ refers to
a)
b)
c)
d)
specific localized advertising
mass marketing effort
personalized selling effort
none of the above
3. National advertising often identifies
a)
b)
c)
d)
A specific target audience
A specific local audience
All the target audience
None of the above
4. Surrogate Advertising is used
a)
b)
c)
d)
for advertising high involvement products
for advertising low involvement products
for advertising new products
when the laws of the country do not permit advertising of certain product category
5. Some manufacturers of Whisky or other alcoholic products launched brands of soda under the
same brand name such as “Hayward’s 500 soda” or “Bagpiper soda” . Such advertising is called
a)
b)
c)
d)
focused advertising
brand advertising
trade advertising
surrogate advertising
6. An advertiser is also known as
a)
b)
c)
d)
A copy writer
A producer
A retailer
A sponsor
7. The high-involvement hierarchy model suggests that in high-involvement products , changing
consumer belief is
a)
b)
c)
d)
easier than changing brand attitudes
very difficult to change
brand oriented
none of the above
8. Under conditions of low-involvement , consumers
a)
b)
c)
d)
are committed to the brand
are not committed to the brand
develops strong feelings about the brand
none of the above.
9. In mass production and distribution system , advertising
a)
b)
c)
d)
is not very important
play considerably small role
is an important element
none of the above
10 . Most retail advertising prominently focuses on
a)
b)
c)
d)
brand
price
quality
attitude of the consumer
11.Advertising is a paid form of
a) non-personal communication
b) personal communication
c) verbal communication
d) non-verbal communication
12.Propaganda attempts to present certain opinions and ideas which may influence the attitudes and
actions of audience .The source of propaganda usually
a)
b)
c)
d)
e)
are known
are controlled
known source
remains unknown
none
13. Most of the manufacturing companies focuses on
a)
b)
c)
d)
product feature
price
brand
none of the above
14. According to David J Helm , in the industrialized countries consumers who over consumes are
a)
b)
c)
d)
20 % of population
60 % of population
80% of population
95% of population
15. In India the ethical code for advertisers are addressed by
a)
b)
c)
d)
PTI
IAA
ASA
ASCI
16. According to Dunn and Barban an advertising campaign refers to
a)
b)
c)
d)
a series of advertisement placed in various media
Ad placed in different sizes
An ad designed for print media
An ad designed for electronic media
17. Affordable method of allocating advertising budget are common to
a)
b)
c)
d)
all FMCG company
small high-tech firms
all automobile industry
education products
18. Among all the methods developed and used to determine the advertising budget , the most commonly
used method is
a)
b)
c)
d)
competitive parity method
affordable method
objective and task method’
percentage of sales method
19. A firm usually continue to increase advertising budget for a particular brand for a certain geographic
market
a)
b)
c)
d)
as long as the firm can afford
till the competition exists
till the brand is well established
as long as the marginal revenues generated exceed the incremental expenditure.
20. Most retail advertising primarily focuses on
a)
b)
c)
d)
image of the product
price of the product
quality of the product
special feature
21. Manufacturing companies usually focuses on
a)
b)
c)
d)
price
feature of the product
brand
none of the above
22. It is generally agreed that advertising exerts social influence and is criticized for encouraging
a)
b)
c)
d)
materialism in society
competition
challenges
offensive behaviour
23. DAGMAR stands for
a)
b)
c)
d)
different advertising goals for measuring advertising rates
defining advertising goals for measuring advertising results
different advertising campaign for measuring advertising result
discussing advertising goals for measuring advertising rates
24. In AIDA model of advertising ‘A’ stands for ‘Attention’ , ‘I’ for ‘Interest’ , ‘D and A’ stands for what ?
a)
b)
c)
d)
design and application
desire and action
defined action
developing approach
25. When both brand development index (BDI) and category development Index (CDI) are high , it
indicates
a) good sales potential for the product as well as brand
b) good sales potential for the product but low visibility for brand
c) low sales potential for the product as well as brand
26. The term ‘Rational Appeal’ refers to
a) Address consumer’s self interest , emphasize product or service features , quality ,
performance , value , convenience .
b) Relate to customers’ social and psychological needs and stir up positive or negative
emotions that can motivate purchase.
c) For a new product or service to inform consumers about important or new breakthrough
introductions.
27. The term ‘Emotional Appeal’ refers to
a. Address consumer’s self interest , emphasize product or service features , quality ,
performance , value , convenience .
b. Relate to customers’ social and psychological needs and stir up positive or negative
emotions that can motivate purchase.
c. For a new product or service to inform consumers about important or new breakthrough
introductions.
28. William Weilbacher has identified several types of rational appeals . Some of them are :
a.
b.
c.
d.
e.
feature appeal
competitive advantage appeal
favorable price appeal
news appeal
product / service popularity appeal
Is the statement :
i) True
ii) False
29. The concept of emotional bonding , developed by McCann – Erickson and Professor Michael L
Ray , uses the premise that consumers develop three levels of relationships with brands :
a. Consumers ‘think’ about brands with respect to product benefits , assign a ‘personality’ to
a brand , develop ‘emotional bonds’ with brands.
b. Consumers think about brands with respect to prices of the product or services.
c. Consumers think about brands with respect to its features and quality
d. Consumers relate brands to its company’s reputation.
30. Message of an advertisement is a ( MEAT)---------------------- of an advertising that attempts to
convey what the advertiser intends through words and /or pictures.
31. Most advertising messages share common components within the message including :
a. presentation , language , words
b. Appeal , value proposition , slogan
c. Visuals, brand , product
32. One – sided message mentions :a. Only negative attributes of the product
b. both negative and positive attributes of the product
c. only positive attributes of the product
33. Two – sided message mentions :a. Only negative attributes of the product
b. Both negative and positive attributes of the product
c. Only positive attributes of the product
34. Climax message order in a message is
a. message arguments presented at the middle of the message
b. message arguments presented at the beginning of the message
c. message arguments presented at the end of the message
35. Anti – climax order in a message is
a. message arguments presented at the middle of the message
b. message arguments presented at the beginning of the message
c.
message arguments presented at the end of the message
36. pyramidal order in a message is
a.
b.
c.
d.
message arguments presented at the middle of the message
message arguments presented at the beginning of the message
message arguments presented at the end of the message
None of the above
37. A study by Ogilvy and Mather reported that in a given message words createB
a. 25 % of the impact
b. 60% of the impact
c. 15% of the impact
38. A study by Ogilvy and Mather reported that in a given message tone creates
a. 25% of the impact
b. 60% of the impact
c. 15% of the impact
39. A study by Ogilvy and Mather reported that in a given message Non – Verbal elements create
a. 25 % of the impact
b. 60% of the impact
c. 15 % of the impact
40. Copy writing and script is the process of
a. writing a text document to promote the products or services
b. writing the words that promote a person , business , opinion , or idea
c. create a duplicate copy of an ad
41. Storyboard depicts
a. the complete script of an ad in text form
b. series of drawings to show the layout or visual plan of the proposed commercial.
c.
Narration of script to the organization by an ad agency before finalization
42. A layout of an Ad depicts
a. final contents of an ad to be released
b. orderly physical arrangement of headline , subheads , body copy , slogan , seal , logo ,
signature and the visual elements
c. depiction of basic elements in a text form.
43. The role of an Advertising agency is to
a. promote an ad on behalf of its clients
b. create an ad on behalf of its client
c. market the product on behalf of its client
44. Under Centralized system of managing organizational hierarchy of an advertising agency ,
following should be the structure
a. Company President along with Production department , finance department , marketing
department , research department , human resource department.
b. Vice-president marketing along with sales mgmt , production mgmt . and mktg. services
with these deptts. Subdivided into sub-departments.
c. Vice-president along with category managers specializing into different products.
45. Under Decentralized system of managing organizational hierarchy of an advertising agency ,
following should be the structure
a) Company President along with Production department , finance department , marketing
department , research department , human resource department.
b)Vice-president marketing along with sales mgmt , production mgmt . and mktg. services
with these deptts. Subdivided into sub-departments.
c)Vice-president along with category managers specializing into different products.
46 . Under Category management system of managing organizational hierarchy of an advertising
agency , following should be the structure
a)Company President along with Production department , finance department , marketing
department , research department , human resource department.
b) Vice-president marketing along with sales mgmt , production mgmt . and Amktg.
services with these deptts. Subdivided into sub-departments.
c) Vice-president along with category managers specializing into different products.
47. What do you mean by In-house Advertising Agency
a) Agency owned and operated by organization themselves
b) Agency owned and operated by the advertiser but set up by an organization
c) Outside agency which works for its clients.
48. There are three methods used to compensate the agencies for their varied services :
a) Fixed charges , commissions , incentives
b) Commission , negotiated fee, percentage charges
c) Annual lump sum contract.
49. The process of agency evaluation involves regular assessment of two aspects of performance area
a) reputation , financial aspect of an agency
b) years of experience and its past clients details
c) financial and qualitative aspects of an agency
50. Pre-testing ( also known as Evaluative research ) methods is used for
a) To check the quality of contents covered in an Ad
b) To test the final version before its final implementation
c) To check the saleability of a product and how can ad support it.