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FINALTERM EXAMINATION
Fall 2008
MKT621- Advertising & Promotion (Session - 1)

Question No: 1 (Marks: 1) - Please choose one

Advertising is a most important ingredient of promotion mix that
is:
 Paid form of personal communication
Paid form of non-personal communication
 Non paid form of personal communication
 Non paid form of non-personal communication

Question No: 2 (Marks: 1) - Please choose one

Following are the major benefits of advertising towards society,
EXCEPT
 Creating employment opportunities
 Add style to the life of customers
 Enhance awareness about products
Presenting sugarcoated benefits and harms

Question No: 3 (Marks: 1) - Please choose one

Which one of the following statements is NOT true about the
concept of a customer?
 A customer and consumer is always the same thing - the terms are
completely interchangeable
 Customers can be described as clients
 A customer doesn't necessarily consume the product that he/she has
 purchased
 Industry can be described as customer of a university

Question No: 4 (Marks: 1) - Please choose one

Which one of the following explains the course of a product's sales
and profits over its lifetime?
 Dynamic Growth Curve
 Adoption Cycle
Product Life Cycle
 Sales Chart
Question No: 5 (Marks: 1) - Please choose one
Forex advertising agency is providing ad copy and design services
to its clients. Which type of agency it is?
Creative agency-p 14
 Full service agency
 A Composite agency
 Media Independent agency

Question No: 6 (Marks: 1) - Please choose one

Which one of the following sections of an ad copy provides the
main text portion of advertising message?
 Illustration
Body Copy
 Art design
 Standing Details

Question No: 7 (Marks: 1) - Please choose one

Which one of the following tests is NOT used during "Post
Campaign Testing"?
 Inquiry Test
 Sales Test
 Recall Test
Theatre Test
Question No: 8 (Marks: 1) - Please choose one
All of the following are the functions of advertising, EXCEPT
 To present the product distinct from others
 To spread a specific message
 To build brand recognition
 Put forward irregular prompts-p 5

Question No: 9 (Marks: 1) - Please choose one

In creative process, which one of the following steps helps you to
put the problem out of your conscious mind and put the information to do
the creative work?
 Immersion
Incubation-p49
 Illumination
 Verification

Question No: 10 (Marks: 1) - Please choose one

Following are the tasks of a copywriter of an advertising agency
EXCEPT:
 Discussing with clients
 Consulting creative team
 Analyzing marketing data
Scrutiny the media vehicle
Question No: 11 (Marks: 1) - Please choose one
Which one of the following is an advantage to advertise in a
newspaper?
All of the given options
 Flexibility
 Low Cost per advertisement
 Coverage in remote areas

Question No: 12 (Marks: 1) - Please choose one

Which of the following methods can be used to measure the radio
audience?
All of the given options
 Coverage
 Number of listeners
 Timings of programs

Question No: 13 (Marks: 1) - Please choose one

In online advertising, an ad that appears in a window on your
screen while waiting for web page to load is called?
Interstitial-p66
 Banner
 Ad Views
 Button ad
Question No: 14 (Marks: 1) - Please choose one
All marketing activities that attempt to stimulate quick buyer
action or immediate sales of a product are known as:
 Sponsorship
Advertising
 Direct mailing
 Sales promotion

Question No: 15 (Marks: 1) - Please choose one

What is the primary advantage of telemarketing as a direct-
response approach?
 Personal
 Flexibility
 Visualization
Cost

Question No: 16 (Marks: 1) - Please choose one

Direct marketing is considered more cost effective as compare to other promotional
tools. Which of the following direct marketing medium leads in terms of expenditures,
sales and employment?
Direct mail and catalogs
 Telephone
 Television
 Online
Question No: 17 (Marks: 1) - Please choose one
Which one of the following statements can be true about outdoor
advertising?
 Outdoor advertising is most effective for informational advertising.
 Outdoor advertising has a local market focus. Correct 100%
 Outdoor advertising is most effective for pioneering advertising.
 Outdoor advertising is unaffected by legal restrictions.

Question No: 18 (Marks: 1) - Please choose one

A key difference between advertising and publicity is that:
 Advertising is personalized promotion and publicity is mass promotion.
 Advertising is presented through the media and publicity is
not.
 Advertising is paid communication and publicity is free of cost.
 Advertising is always positive and publicity is always negative.

Question No: 19 (Marks: 1) - Please choose one

Which of the following attributes fabricate a cultural environment?
 Population income, monetary regulations, behavioral patterns
 Language, customers, amount of bureaucracy
Language, religion, values, attitudes
 Population income, religion, Language, attitudes
Question No: 20 (Marks: 1) - Please choose one
You are attending a seminar where different musicians share
frequent needs in music industry. If your company plans to serve this group, then this
group will be your potential
:
 SBU
Target market-p8
 Strategic Grid
 Business Profile

Question No: 21 (Marks: 1) - Please choose one

MGM's has segmented its market for its sandwiches based on
characteristics such as age, gender and income. The company is following which
segmentation strategy?
Demographic-P5
 Geographic
 Psychographic
 Behavioral

Question No: 22 (Marks: 1) - Please choose one

ABC Oil Company has contracted with Pakistan State Oil for the
supply of oil for five years. It is an example of which of the following?
Business to business marketing
 Business to consumer marketing
 Consumer to consumer marketing
 International marketing
Question No: 23 (Marks: 1) - Please choose one
Which of the following is NOT a requirement for setting
advertising objectives?
Objectives must be stated in terms of profits.
 Objectives must specify the amount of change.
 Objectives must be realistic.
 Objectives must be clear and in writing.

Question No: 24 (Marks: 1) - Please choose one

Which of the following can be quality/qualities of an account
executive in an advertising agency?
 Humble, Soft Spoken and Concentrate
 Ability to develop a team and to get the best out of it
 good Have contacts and friendly relationship with the clients
All of the given options

Question No: 25 (Marks: 1) - Please choose one

An advertising agency may lose its clients due to which of the following reasons?
 The employees forget that they are working for client not for
company
 When agency fails to sustain the effective level of communication
 Client does not want creative advertising but company insists
continuously
 Clients traditionally change advertising agencies, so loosing client is ordinary
Question No: 26 (Marks: 1) - Please choose one
unlike advertising or sales promotion involves a direct
relationship between buyer and seller.
 Publicity
 Personal selling
 Public Relations
All of the given options

Question No: 27 (Marks: 1) - Please choose one

Which of the following are components of a print ad?
 Signature, copy, and illustration
Headline, signature, copy, illustration
 Headline, signature, copy, illustration, slogan
 Headline, copy and signature

Question No: 28 (Marks: 1) - Please choose one

Which one of the following medium has the ability to change the
ad-copy very quickly?
 Magazine
 Radio
Newspaper-p59
 TV
Question No: 29 (Marks: 1) - Please choose one
Which one of the following is the highest advertising rate, when an
ad is executed on TV for a short time?
Flat rate
 Adjusted rate
 Transient rate
 Premium rate

Question No: 30 (Marks: 1) - Please choose one

Which type of sales promotional offer is used when a manufacturer
places one tiny bottle of shampoo in a bag and hangs it in front of each household door?
 A Deal
 A Premium
 A Sample
 A Point-of-Purchase

Question No: 31 (Marks: 1) - Please choose one

Which of the following is an example of outdoor advertisement?
 Wall clock with imprinted logo in a company' office
Poster pasted on the interior wall of a bus
 Bunting hanging in a seminar room
 Pamphlet given to you in the waiting room of airport
Question No: 32 (Marks: 1) - Please choose one
Which one of the following is NOT an example of outdoor
advertisement?
 Transit advertisement
 Out-of- home advertisement
 Mobile Billboards
Point of Purchase advertisement

Question No: 33 (Marks: 1) - Please choose one

Which one of the following is an important factor helpful in the
selection of a medium for advertisement?
 Cost
 Reach
 Popularity of medium
All of the given options

Question No: 34 (Marks: 1) - Please choose one

Which of the following media can create more sense of excitement
among audiences for a chocolate ad?
 Newspaper
 Billboard
 Magazine
TV
Question No: 35 (Marks: 1) - Please choose one
Which one of the following is best, when a company wants to
convey detailed information about the product such as price, percentage
discounts & product features?
 Newspaper
 Billboard
 Radio
TV

Question No: 36 (Marks: 1) - Please choose one

The ad of which of the following products is best example of
seasonal advertisement?
 Milk
 Shampoo
 Energy Saver bulb
Coffee

Question No: 37 (Marks: 1) - Please choose one

What are the objectives of the salesperson in providing after-sale
service?
 Delivery or installation of the product or service that meets or exceeds
customer expectations
 Immediate follow-up calls and visits to address unresolved or
new concerns
 Reassurance of product or service superiority through demonstrable
actions
 To improve customer service through satisfaction
Question No: 38 (Marks: 1) - Please choose one
Which one of the following is the characteristic of a good brand?
Distinctive and easy to remember
 Include company s name
 Latest technology
 Appeal to young people

Question No: 39 (Marks: 1) - Please choose one

Which of the following is important when you are considering the
notion of brand values?
 Difference between benefits and Quality
 Difference between benefits and Service
 Difference between benefits and features
All of the given options

Question No: 40 (Marks: 1) - Please choose one

Which one of the following can better define the brand equity?
 Profit remaining after deducting production costs
 Financial value of a brand based on associated good will
 Brands which do not harm the environment
Good value products
Question No: 41 (Marks: 1) - Please choose one
Promotional advertising related to:
 Mass advertising
 Targeted advertising
An effort to create a positive image
 An effort to increase sales

Question No: 42 (Marks: 1) - Please choose one

Which of the following statements about objections during a sales
presentation is TRUE?
 Objections are typically best handled by ignoring them
 A good salesperson only allows objections to be raised once the sales
presentation is concluded
 Objections can arise at any time during the sales presentation
 In handling an objection, a salesperson should be willing to
challenge the prospect's opinion and experience

Question No: 43 (Marks: 3)

Your company may have regular customers, occasional customers,
or forced customers.
However, the chance to create loyalty will be more if you have customers that are
more regular. How will you create loyalty
among your regular customers?
Question No: 44 (Marks: 3)
For you, a logo of a company is a differentiating element that highlights
distinctive identity of the company among competitors. Describe what should be
considered as basic ingredients to design a good logo?

In the world of design and advertising corporate identity refers to your logo and all related
items identifying your company such as Letter Heads, Business Cards, Vehicles and
Store Signs etc. Corporate identity is not advertising yet as it is a highly visible
expression of your positioning, it greatly affects the impact of your advertising.
A corporate identity program is a set of standards established to govern the look of all
identity items and such identity programs
covers, logo design, colors, typefaces, placement of graphics and size relationships
between your logo and other graphic or copy elements. Having a corporate identity
program and spelling out
your standards determines the way you want to identify your product or
company.

Question No: 45 (Marks: 3)

In Maggi Nodels advertisement on TV, which ingredients they use to make a Successful
ad?

Question No: 46 (Marks: 5)

In 21st century, online advertising become modern advertising
technique for most of the Firms. Describes the reasons why a firm is in favor of online
advertising.
Question No: 47 (Marks: 5)
Why market trend and competitor s activity is important in order to
develop a concept of ad?

Question No: 48 (Marks: 10)

Suppose you are working in XY Company as marketing manager and a task to make
marketing plan for your product is assigned to you. What necessary information you have
required for developing
a marketing plan?

Question No: 49 (Marks: 10)

Since the evolution, advertising is facing different criticism. Do
you think that advertising should be abolished?

Question No: 1 (Marks: 1) - Please choose one

ABC manufactures processor and advertises its product for Del
and HP computers. It is an example of which of the following.
 Interactive Advertising
 Retail or Local Advertising
 Institutional Advertising
Business to Business Advertising
Question No: 2 (Marks: 1) - Please choose one
Which one of the following puts different pieces of information
together in a creative process?
 Orientation
 Ideation
 Incubation
 Synthesis.page20

Question No: 3 (Marks: 1) - Please choose one

Which one of the following is called the activity based and
objective oriented approach of budgeting?
 Market Share Approach
 Top Down Approach
Bottom up Approach.page-25
 Ratio Approach

Question No: 4 (Marks: 1) – Please choose one

Which one of the following methods is used for pre-testing of a TV
and Radio advertisement?
 Direct Questioning
 Order of merit test
 Paired comparison tests
 Central location test.page-30
Question No: 5 (Marks: 1) - Please choose one
Which one of the following is referring to encoding of a message
for communication?
Receiving a message with a common field of experience
 Transforms an abstract idea into a set of symbols True
 Process of selecting a communication channel
 Try to understand new information

Question No: 6 (Marks: 1) - Please choose one

ROPE strategy is one of the old problem-solving techniques and it
was proposed by:
 Kleeppner
 Johan Martson
Jerry Hendrix.page-42
 E.K. Strong

Question No: 7 (Marks: 1) - Please choose one

Which one of the following defines the basic purpose of
promotion?
 Information Dissemination Correct
http://books.google.com.pk/books?id=Zxeu8d_fz2QC&pg=PA385&dq=basic+purpos
e+of+promotion&hl=en&ei=GphWTfTyONKKhQe6xJSCDQ&sa=X&oi=book_result
&ct=result&resnum=6&ved=0CEEQ6AEwBQ#v=onepage&q=basic%20purpose%20
of%20promotion&f=false
 Dissuading Customers
 Feedback Retrieval
 Convenience to Customer
Question No: 8 (Marks: 1) - Please choose one
Which one of the following is NOT a synonym of Target
Audience?
 Focus group
 Target customer`
Disbeliever customers
 Target market

Question No: 9 (Marks: 1) - Please choose one

All of the following are the steps involved in creative process,
EXCEPT:
 Immersion
 Incubation
 Illumination
Estimation.page-49

Question No: 10 (Marks: 1) - Please choose one

All of the following are the characteristics of public relations,
EXCEPT:
Free coverage
 Limited contacts with client
 Limited life of information
 It lacks legitimacy
Question No: 11 (Marks: 1) - Please choose one
All of the following are the positive effects that can be achieved by
adopting a proper market education strategy in advertising,
EXCEPT:
 It helps to minimize sales resistance
 It helps to reduce the cost of advertising
 It makes advertising more effective
 It makes difficult for sales force to achieve adequate distribution.page-
55

Question No: 12 (Marks: 1) - Please choose one

Which one of the following is the major ingredient/s for an
effective TV campaign?
 Celebrities
 Humor & Twist
 A story line
All of the given options

Question No: 13 (Marks: 1) - Please choose one

In online advertising, an ad that appears in a window on your
screen while waiting forweb page to load is called?
Interstitial.page-66
 Banner
 Ad Views
 Button ad
Question No: 14 (Marks: 1) - Please choose one
Which of the following can be termed as internet advertising?
 Banner
 Interstitials
 Logos
All of the given options

Question No: 15 (Marks: 1) - Please choose one

ABC Company gives its resellers a special discount to persuade
them, to carry and to promote its products. When doing so, ABC Company is using
which of the following strategy.
 Intensity
Push.page-73
 Flexible
 Pull

Question No: 16 (Marks: 1) - Please choose one

Uni-liver announces a lucky draw scheme for their consumers to promote their
product (fair & lovely). The company has adopted which of the following strategy?
 Push strategy
Pull strategy.page Page 73
 Skimming strategy
 Penetration strategy
 Question No: 17 (Marks: 1) - Please choose one
Which of the following function/s can a sales person perform?
 Prospecting
 Identifying Customer need & wants
 Closing the sales
All of the given options

Question No: 18 (Marks: 1) - Please choose one

Which of the following is the most significant disadvantage of
publicity as a promotional tool?
 Publicity is expensive.
 Publicity is viewed as being biased.
 Publicity isn't believable to many people.
 Publicity isn't controllable by the company. page 76

http://books.google.com.pk/books?id=B2smECX7Sn4C&pg=PA542&dq=significant+disa
dvantage+of+publicity+as+a+promotional+tool&hl=en&ei=hqFWTeH-
NsWAOonggP0D&sa=X&oi=book_result&ct=result&resnum=1&ved=0CCcQ6AEwAA#
v=onepage&q&f=false

Question No: 19 (Marks: 1) - Please choose one

A key difference between advertising and publicity is that:
 Advertising is personalized promotion and publicity is mass promotion.
 Advertising is presented through the media and publicity is not.
 Advertising is paid communication and publicity is free of cost.
http://books.google.com.pk/books?id=m79l925gjpgC&pg=PA2&dq=key+difference+
between+advertising+and+publicity&hl=en&ei=vqFWTYrTI4aXOpCe2PAE&sa
=X&oi=book_result&ct=result&resnum=7&ved=0CEgQ6AEwBg#v=onepage&q
=key%20difference%20between%20advertising%20and%20publicity&f=false
 Advertising is always positive and publicity is always Negative

Question No: 20 (Marks: 1) - Please choose one

The way to begin marketing research is to gather secondary data,
which consists of information .
 That is not exploring before.
 That currently not exists in an organized form.
That already exists somewhere.
http://wenku.baidu.com/view/551697f9941ea76e58fa04f5.html
 Used by competition.

Question No: 21 (Marks: 1) - Please choose one

Which one of the following is NOT considered as competitive
differentiation?
Product
 Service
 Sales
 Image

Question No: 22 (Marks: 1) - Please choose one

You are attending a seminar where different musicians share
frequent needs in music industry. If your company plans to serve this group, then this
group will be your potential
:
 SBU
Target market
 Strategic Grid
 Business Profile
 Question No: 23 (Marks: 1) - Please choose one
MGM's has segmented its market for its sandwiches based on
characteristics such as age, gender and income. The company is following which
segmentation strategy?
Demographic.page
 Geographic
 Psychographic
 Behavioral

Question No: 24 (Marks: 1) - Please choose one

In a marketing plan, which of the following best describes the past,
present & future market trends?
Market situation.
study of marketing situation provides information on the size, growth and trends of the
overall market and any relevant segments of the total market or category in this context
following essential elements should be carefully study and taken into consideration
1. Past, present & future market trends.
2. Company sales & share in market.
3. Increased marketing spending by competitors
 Financial situation
 Distribution situation
 Marketing Goals

Question No: 25 (Marks: 1) - Please choose one

Which one of the following is NOT a component of a marketing
plan?
Environmental analysis
 Marketing strategies
 Executive summary
 Marketing implementation
Question No: 26 (Marks: 1) - Please choose one
Which of the following sections of the marketing plan states:
Which segment of total market is growing or declining & why?
 Consumer Situation
Product Situation PAGE 83
 Distribution Situation
 Competitive Situation

Question No: 27 (Marks: 1) - Please choose one

Primary data that is necessary for marketing plan must be relevant,
current, objective, and
.
 Shortened
Accurate
 Inexpensive
 Expensive

Question No: 28 (Marks: 1) - Please choose one

Which promotional mix component allows the seller to see or hear
the potential buyer's reaction to the message?
 Sales promotion
 Advertising
 Publicity
Personal selling
Question No: 29 (Marks: 1) - Please choose one
How would you classify newspapers that are published at colleges
and universities to provide news, information, and different opinions about the
student union and staff?
 Daily newspapers
Special-audience newspapers
 Consumer newspapers
 News supplements

Question No: 30 (Marks: 1) - Please choose one

Which one of the following storyboard for a TV commercial is
mostly used in print advertising?
Ad Layout Not sure
 Body copy
 Ad-Copy Signature
 Indirect headline

Question No: 31 (Marks: 1) - Please choose one

Which one of the following medium has the ability to change the
ad-copy very quickly?
 TV
 Magazine
 Radio
Newspaper
Question No: 32 (Marks: 1) - Please choose one
Which of the following advertising medium takes more time to
response towards a product when an ad is launched?
Magazine ad
 Newspaper ad
 Radio ad
 TV ad

Question No: 33 (Marks: 1) - Please choose one

Which one of the following has the unique abilities to deliver both
high levels of reach and frequency as well as narrow target market segment?
Television
 Radio
 Internet
 Cable network Most appealing

Question No: 34 (Marks: 1) - Please choose one

Which of the following statements provides the best example of out-of-home media?
Ali gets an e-mail advertisement on his computer at work
 Zain picks a magazine at the airport and reads an ad abut
Toyota cars.
 Amir is reading a newspaper ad for a new theater production while he is waiting
for his friend
 As Wasim is travelling in a bus and noticed a hanging sign of
an ad of FM89 radio station
Question No: 35 (Marks: 1) - Please choose one
Which type of sales promotional offer is used when a manufacturer
places one tiny bottle of shampoo in a bag and hangs it in front of each household door?
 A Deal
 A Premium
A Sample
http://www.mcgrawhill.ca/college/berkowitz/olc/4mcb_qq20.html
 A Point-of-Purchase

Question No: 36 (Marks: 1) - Please choose one

For ad tracking, survey/research is very helpful because:
 It is playing a role of Early warning system.
 It has ability to reveal changing market patterns.
 It is able to capture unexpected events of dynamic markets.
 Its asset value as accumulative database resource is high.

Question No: 37 (Marks: 1) - Please choose one

A product imprinted with a logo or promotional message of VU, is an example of which
of the following:
 Advertising Specialty
 Advertising Novelty
 Promotional Product
All of the given options
Not sure
Question No: 38 (Marks: 1) - Please choose one
Which one of the following is the characteristic of a good brand?
Distinctive and easy to remember
 Include company s name
 Latest technology
 Appeal to young people

Question No: 39 (Marks: 1) - Please choose one

are used in certain industries such as pharmaceuticals to
focus solely on promotion of existing products and introduction of new products.
Ad agencies
 Missionary salespeople
 Technical sales specialists
 Consultants

Question No: 40 (Marks: 1) - Please choose one

Which of the following methods for establishing an advertising
budget is most closely related to the percent-of-sales method?
 The all-you-can-afford method
The per-unit expenditure method
http://highered.mcgraw-hill.com/novella/QuizProcessingServlet
 The competitive parity method
 The research approach
Question No: 41 (Marks: 1) - Please choose one
Which of the following statements about direct marketing is
TRUE?
 Direct marketing does not include online advertising
 Direct marketing uses indirect forms of communication with customers
Personal selling is a form of direct marketing
 Encoding and decoding are not important in direct marketing

Question No: 42 (Marks: 1) - Please choose one

"A market composed of the individuals and organizations that
acquire goods for the Purpose of reselling or renting them to others at a profit." This is
the definition of
.
 Reseller Market
 Business Market
 Government Market
 Service Maket
Question No: 43 (Marks: 3)
What is niche marketing and how you determine niche marketing?

Identifying main users of your product so you can direct marketing efforts to those users.
Picking right market segment that it is –
i. Measurable in quantitative terms.
ii. Substantial enough to generate planned sales volume.
iii. Accessible to your company’s distribution methods.
iv. Sensitive to planned/affordable marketing spending events.

Question No: 44 (Marks: 3)

How would you describe the corporate identity according to
advertising perspective?

Question No: 45 (Marks: 3)

In Maggi Nodels advertisement on TV, which ingredients they use
to make a successful ad?

Question No: 46 (Marks: 5)

To compete in market, every organization maintains a close look
on the activities of its rivals to analyze the competitor situation. What factors are
helpful for the company to do this task?

Question No: 47 (Marks: 5)

Lever Bros. has paid Rs. 20,000 to ABC Mart for Point of
Purchase (PoP) for a month, but after twenty days, it is observed that company is not
getting any benefit for which they have paid.
Being a student of MBA Marketing, identify what can be the
reasons due to which company is unable to grab the attention of audience.
Question No: 48 (Marks: 10)
You are the marketing manager of an "Industrial Paint Company".
What would you evaluate different elements required to make a successful marketing
plan to achieve the company s objective?

Question No: 49 (Marks: 10)

How the different components like illustrations, language of typography,
readability, headlines and typestyle are helpful to make an effective
advertisement?