1) The process of translating thought into a symbolic form is known as
2) Which of the following is NOT a requirement for setting advertising
A- Objectives must specify the amount of change.
B- Objectives must be stated in terms of profits.
C- Objectives must be realistic.
D- Objectives must be clear and in writing.
3) In terms of execution styles, a family seated at the dinner table enjoying the
advertised product would be an example of which of the following types of
4) Which one of the following types of advertising promotes products, services or
ideas with the expectation of making a profit?
B- Non-commercial advertising
D- Commercial advertising
5) Which one of the following refers to number of times the audience is exposed to
an advertisement message?
6) Which promotion mix ingredient costs considerably more than advertising to
reach one person but can provide more immediate feedback?
7) Which one of the following is included in classification of advertisement?
8) Which one of the following is NOT an ingredient of a Promotion mix?
9) Technological advances, shifts in consumer tastes, and increased competition, all
of which reduce demand for a product are typical of which stage in the PLC?
10)A(n) _______________ is a name, term, sign, symbol, or design, or a
combination of these that identifies the maker or seller of a product or service.
11)Which one of the following is the main ingredient of Promotional mix?
D. All of the given options
12)Which one of the following form of communication represents advertising?
A. Paid form of personal communication
B. Unpaid form of personal communication
C. Paid form of non personal communication
D. Unpaid form of non personal communication
13) If a company's customers are concentrated in a small geographic area and the
company sells technical products, which one of the following promotion methods
14)Which promotion mix ingredient costs considerably more than advertising to
reach one person but can provide more immediate feedback?
15)Which one of the following is NOT a part of advertising Pyramid?
16) Nestle gave an advertisement, "Nestlé‟s makes the very best chocolate," which
one of the following claim they have used in this advertisement?
17) In US presidential election 2008, two major candidates, Barak Obma and John
Mackin had spent more then $ 28million for advertising their election campaign.
Which one of the following benefits they got from this huge spending?
18) Which one of the following major benefit advertising is providing to the society?
B. Using latest technology
C. Using celebrities in the advertisements
D. Providing information about a new product
19)Which one of the following is NOT a component of a product?
20)Which one of the following is mostly closely associated with the concept of
B. Channels of distribution
21)Which one of the following is first step in developing media plan?
A- Market situation analysis
D- Media strategy implementation
22)Which of the following components compare and measure the achievement of
objectives in an advertising campaign?
23)In which one of the following components, agency analyzes whether message
content & presentation will perform as desired or what changes may be required?
24)A detergent that advertises how clean it gets clothes is appealing to the
__________ consumer need.
25)In a _________ advertising schedule, advertising is used during every period of
the campaign, but the amount of advertising varies considerably from period to
26)Reach and frequency are aspects of which part of an advertising plan?
A- Selection of a copy platform
B- Determination of a media timing pattern
C- Setting of sequential objectives
D-Setting of the campaign budget
27)A clothing store that sets their advertising budget by following the major
competitor and adding an additional 15 percent is using the __________ method.
28)All of the following methods are used to budget advertising expenditures
C- Alternate-year budgeting
D- Percentage-of-industry budgeting
29)All marketing activities that attempt to stimulate quick buyer action or immediate
sales of a product are known as __________.
30)What causal factor affects the measurement of promotion?
B- New emerging competitors
C- Resource shortages or excesses
D- All of the given options
31)Which one of the following methods used for pre-testing of TV and Radio
32)Which one of the following models used to explain "How the advertising works?
33)Which one of the following major benefit advertising is providing to the society?
Providing information about a new product
Using celebrities in the advertisements
34)What is the task of a copywriter?
Writing ads for different media
Editing and re writing copy
35)RACE strategy is one of the oldest problem-solving techniques and it was
36)Which one of the following problem solving techniques is considered old one?
37)Which of the following types can be a type of internet advertising?
38)Which one of the following is NOT part of a marketing plan?
Identify ways to achieve targets
Provide assessment of current situation & position
39)All of the following are the disadvantages of radio advertising, EXCEPT:
40)Which of the following is the most significant disadvantage of publicity as a
Publicity is not controllable by the company.
Publicity is not believable to many people.
Publicity is viewed as being biased.
41)RBS (Royal Bank of Scotland) has sponsored 20/20 Cricket cup in Pakistan,
which one of the following type of advertising they did for the bank to promote
their ad for sponsorship?
Non commercial advertising
42)When 1st TV commercial was launched?
43)RACE strategy is one of the oldest problem-solving techniques and it was
44)All of the following are code of ethics in advertising, EXCEPT:
Advertisements will not offend morality
Indecent, vulgar, suggestive and repulsive words should be avoided
Should not be directed towards any religious or political end
Exploit imaginative quality of children
45)Which of the following components compare and measure the achievement of
objectives in an advertising campaign?
46)AIDA stands for awareness, ________, desire, _________.
47)Which one of the following advertising attempts to stimulate immediate action by
48)Advertising can be used to sell:
49)Which one of the following is NOT an ingredient of a Promotion mix?
50)Which one of the following is NOT a part of Advertising Pyramid?
51)Forex advertising agency is providing ad copy and design services to its clients.
Which type of agency it is?
52)Which one of the following is NOT the component of a radio commercial?
53)Which one of the following media has audio and video attraction?
54)In a TV ad a celebrity tells you about the functions and utilization of a product.
Which of the following appeals is used in this advertising?
55)Which one of the following is the main ingredient of Promotional mix?
D. All of the given options 2.
56)Which one of the following form of communication represents advertising?
A. Paid form of personal communication
B. Unpaid form of personal communication
C. Paid form of non personal communication
D. Unpaid form of non personal communication
57) If a company's customers are concentrated in a small geographic area and the
company sells technical products, which one of the following promotion methods
58)Which promotion mix ingredient costs considerably more than advertising to
reach one person but can provide more immediate feedback?
59)Which one of the following is NOT a part of advertising Pyramid?
60)Nestle gave an advertisement, "Nestlé‟s makes the very best chocolate," which
one of the following claim they have used in this advertisement?
61)In US presidential election 2008, two major candidates, Barak Obma and John
Mackin had spent more then $ 28million for advertising their election campaign.
Which one of the following benefits they got from this huge spending?
62)Which one of the following major benefit advertising is providing to the society?
B. Using latest technology
C. Using celebrities in the advertisements
D. Providing information about a new product
63)Which one of the following is NOT a component of a product?
64)Which one of the following is mostly closely associated with the concept of
B. Channels of distribution
65)point where advertising departs from Public Relations is
66)The message "Smoking is injurious to health" is mostly used in which type of
67)Which of the following is an advertising technique uses less conventional
than the usual specific channels of advertising to promote products and services?
68)Which of the following is an advertising technique includes activities such as
mail, public relations and sales promotions for which a fee is agreed upon and
69)Before a response is made and before exposure is considered wasteful, the
of times a person must be exposed to an advertising message is known as ___.
70)A name, term, sign, design or a unifying combination of them, intended to
distinguish the product or service from competing
products or services is called _________.
71)________ is the art and science of fitting the products or services to one or more
segments of the broad market in such a way as to set it meaningfully apart from
72)AIDA is abbreviation of
American, interest, Desire, Action
Attention, international, Desire, Action
Attention, interest, Desire, Action
Attention, interest, Data, Action
73)All of the following options are steps of making good theme except one:
74)The specific program, publication, or promotional piece used to carry an
message is known as________.
75)Illustration is used to __________.
b) Provide details and sales pitch
d) Provide brand name, slogan and trade mark
76)Advertising space usually purchased in small amounts by the public and
categories in its own section of the newspaper is called __________.
a) Classified Advertising
77)Any form of advertising that appears on moving objects is called __________.
b) Out of home advertising
78)__________ means that several different advertisers buy commercial time during
specific television program.
79)__________ is a World-Wide Web page that appears before the expected content
and can be used for advertising.
80)Coupons, small gift, and other incentives are part of __________.
81)Companies get benefits from IMC (Integrated Marketing Communication)
c) Improved accountability
d) All of the given options
82)A major problem for sales people is that it often takes longer time to __________.
a) Make a sale than it does to identify a prospect
b) Identify prospects than it does to make a sale
c) Generate prospects from qualified leads
d) All of the above are problems
83)Which of the following activities is not part of personal selling?
84)_________is less expensive than telemarketing but more expensive than e-mail
d) All of the given options
85)Purposes of advertising agencies include:
Advise & counsel on marketing strategy
Advise & counsel on advertising and media strategy
Help & counsel on sales promotion & other communication tasks
86)_______ is the process and activities people engage in- when searching for,
purchasing, using, evaluating and disposing of products and services so as to
satisfy their needs and desires.
87)A name, term, sign, design or a unifying combination of them, intended to
identify and distinguish the product or service from competing products or
services is called _________.
88)________ are individuals who have specific needs and for whom the
communication must be specifically tailored.
89)The phenomenon whereby a product is promoted through an ad that encourages
the consumers to purchase directly from the manufacturer is known as _____.
Direct Response Advertising
Retail or Local Advertising
Public Service Advertising
90)________ is the art and science of fitting the products or services to one or more
segments of the broad market in such a way as to set it meaningfully apart from
91)A measure of the number of different audience members exposed at least once to
a media vehicle in a given period of time is called _________.
92)Criteria for MEDIA PLAN EXECUTION consists of
Both of the given options
None of the given options
93)In _______ method, managers establish budget amount by matching the
competition‟s percentage of sales expenditure.
Percentage of Sales Method
Competitive Parity Method
None of the given options
94) The act of informing or reminding consumers about a specific product or brand is
95)Ads are measured for effectiveness to:
96)Highly involved ___________ are more motivated and actively looking for
97)Which of the following is a strategy where firms focus their promotional
messages on target customers?
98)A slogan in promotion is used because:
In all media immediate attention is grabbed
Always reminds of a definite brand
99)_________ often appear when you access a certain website.
Today, the emphasis of most advertisers is on:
A/ an __________ is usually simple idea:
_________ is measured in points or point sizes.
Advertising should be abolished because it:
Forces an inferior product on customer
The constraints of promotion may include:
a. Competitor‟s advertising
dAll of the given options
Advertising is a major promotion mix ingredient that is a...?
A) Paid form of personal communication.
B) Paid form of non personal communication.
C) Non paid form of personal communication.
D) Non paid form of non personal communication.
A Bank airs a series of radio ads that claim "We are the listening bank."
This campaign would be best described as __________ advertising.
Advertising that promotes organizational images, ideas, and political
issues is __________ advertising.
Soft drink companies advertise that their products beat the competition in
national "taste tests," and they refer to the rival brands by name. This type of
advertising is best described as…?
The initial stage in the development of an advertising campaign is…?
C) Identifying and analyzing the advertising target audience.
D) Defining the advertising objectives.
E) Creating the advertising platform.
The target audience for an advertising campaign is the ….?
A) Information base on which to develop the campaign.
B) Location and geographic distribution of persons.
C) Group of people toward whom the advertisements are directed.
D) Overall goal of the advertising campaign.
Why should a benchmark statement be included in advertising objectives?
A) The shareholders always like to see where a company is in relation to competition.
B) It gives an indication of how the advertising message might best be presented.
C) Without a reference point, it is difficult to determine to what degree the objectives
D) The objectives become more easily attainable when such a statement is included.
The most effective method of determining platform issues is to use a
A) Personnel with the firm.
B) Individuals at the advertising agency.
D) Marketers in the industry.
People in the marketing department are having difficulty estimating the
level of effort needed to achieve advertising goals. This problem is characteristic
of the __________ approach to advertising appropriation.
A) reliable-appropriation
Roger McKinney complains to his advertising director that the continuing
slump in orders has apparently been perpetuated by the firm's failure to have the
necessary advertising expenditures in key media. Based on this information, the
firm is MOST likely using the __________ approach to determine its advertising
The purpose of advertising is:
a. To sell more of a product or idea.
b. To create favorable awareness for a product or service that stimulates
or initiates a positive intended action to generate sales.
c. To build awareness of one‟s product or service.
d. To persuade others to buy your product over your competitor‟s product.
The primary senses for consuming advertising are:
c. Sight, Sound and Touch
Radio has been called the "Theater of the Mind":
a. Because you can observe broadcasters at work at any time.
b. As you hear, absorb, filter and relate words and sound to create your
c. Because there is so much brain stimulation that takes place while listening
d. Because advertisers use radio to brainwash us.
A media that has the capability to extend the power of the human voice to
distribution but remain personalized in reception is:
Which one of the following is the major ingredient/s for an effective TV
► All of the given options
All of the following are the limitations of TV as an advertising medium
All of the following are the disadvantages of a newspaper with respect to
► Short life span of information
► Range of market coverage
Following are the tasks of a copywriter of an advertising agency
► Discussing with clients
► Consulting creative team
► Analyzing marketing data
► Scrutiny the media vehicle
Keep in mind the creative process of advertising, which of the following
means; taking the information, working with it and thinking about it in the mind.
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
Which one of the following defines the decoding process?
► Intensity of the transmission becomes stronger
► Receiver attempts to convert signs into concepts and ideas
► Source provides clue to convert signs into concepts and ideas
► Receiver filters noise from the feedback
Which of the following term is used to describe the phenomenon of a
marketplace being full or even overcrowded with products?
Which of the following are the basic modes for advertising scheduling?
► Fixed, Fighting and Multisensory
► Full Flight, Half Flight and Burst
► Continuity, Flighting and Pulsing
► Multisensory, Video, Pulsing
Which one of the following is NOT a synonym of Target Audience?
Which one of the following defines the basic purpose of promotion?
► Information Dissemination
► Convenience to Customer
RACE strategy is one of the old problem-solving techniques and it was
ROPE is a problem-solving strategy and it stands for:
► Research, Objective, Programming, Evaluation
► Research, Objective, Problem, Evaluation
► Research, Objective, Promotion, Evaluation
► Resource, Objective, Promotion, Evaluation
Which of the following tools is/are the ingredient/s of promotional mix?
► All of the given options
Which type of the research helps agency to analyze whether message
content & presentation will perform as desired or not?
Which one of the following is the part of post-campaign evaluation in an
Which one of the following is called the activity based and objective
oriented approach of budgeting?
In which of the following advertising budget approaches, management
decides how much to spend on advertising by ignoring the market reality?
„Above the line media‟ and „Below the line media‟ are two important
terms used in advertising based on promotional techniques. Which of the
following is the example of „Below the line media‟ promotion?
„Above the line media‟ and „Below the line media‟ are two important
terms used in advertising based on promotional techniques. Which of the
following is the example of „Above the line media‟ promotion?
Which one of the following is NOT included directly in the formulation of
Which approach can be used for positioning strategy?
► The product user approach
► The product class approach
► The use or application approach
► All of the given options
'Communication Response Pyramid' comprises of two types of objectives;
communication and behavioral. Which one of the following is NOT a part of
Liana advertising agency (LAA) handles all aspects of the advertising
process including planning, design, production, and placement services to its
client "Xing Construction Company of China". LLA is a ________________.
► Media Independent agency
Technological advances, shifts in consumer tastes and increased
competition can reduce the demand of a product. Mostly this threat can arise in
which phase of PLC (Product life cycle)?
Which of the following strategies is followed by a company when it
lunches a new product in existing market?
A product that is perceived as being of average quality by you may be
perceived as being of high quality by your friend who has_______.
Which one of the following is the best option available at the decline stage
► Launch same product in different market
► Increase the advertising budget
► Appoint new marketing manager
If a beverage company says, "We probably become the leader of beverage
industry in next year". Which one of the following appeals company has used in
In which of the following years, the first newspaper ad seeking buyer for
an Oyster Bay, was published?
After conceiving the problem well, you are required to provide a tentative
solution of the problem. What are the steps involved to predict an agreeable
Each component of marketing mix has its importance but integrated form
of components can produce more out of them. How can you assemble these
components and what factors you will consider to assemble them?
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
Which one of the following tools is specifically designed to promote a
product to massive audience?
Which one of the following tools is more influential for massive target
audience to convey a message that is helpful in making a buying decision?
Which one of the following is the cheapest tool to promote a product?
Following are the product differentiations based on customers' perception
Which one of the following is the primary focus of advertising toward
► Availability of a product
► Information of a new product
Nazim heard an advertisement on the radio, asking for donations of usable
clothes and household items to the earthquake victims. This advertisement is an
example of ________________.
► Public Connection Program
► Public Service Announcement
► Public Deceptive Campaign
Which of the following is NOT usually defined as an element of standard
Which of the following is least likely to be associated with a firm's macro-
► Study of the changing birth rate
► Analysis of household savings ratios
► A new staff incentive scheme
For a given market, a demand curve is the relationship between _______.
Mr. Robin is working in an advertising agency and he is overall incharge
of all creative and art work related to agency‟s clients. Which one of the
following position he has?
► Copy & Design Developer
Which one of the following types of advertising, attempts to create a
favorable long-term perception of an entire business instead of particular product
► Institutional Advertising
► Business to Business Advertising
► Public Service Advertising
Which one of the following puts different pieces of information together
Which of the following refers to potential audience might be exposed to
Which type of the research helps agency to analyze whether message
content & presentation will perform as desired or not?
Which of the following tools is/are the ingredient/s of promotional mix?
► All of the given options
After watching the 30-minute infomercial on surf excel, Sana was certain
the cleaning product would remove the grape juice stain from her white shirt. In
terms of the communication process, Sana had engaged in which of the following
All of the following are the "Advertising Hierarchy Models" EXCEPT:
► Innovation-adoption model
► Information procession model
► Hierarchy of outcomes model
ROPE strategy is one of the old problem-solving techniques and it was
RACE and ROPE are two problem-solving strategies. Which of the
following factors are common in both strategies?
► Research, Communication
Which one of the following tools is used to decide 'Advertising Reach'?
Which one of the following advertising objectives can be defined to
increase company‟s brand usage rate among existing consumers and encouraging
non-users to have trial and / or purchase?
► Communication objective
► Behavior related objective
► Media planning objective
All of the following are the different types of advertising theme, EXCEPT:
Which section of an advertisement copy provides information about the
brand name or trademark of the company?
All of the following are the responsibilities of a copywriter in advertising
► Writing clear, persuasive and original copy
► Carefully proof reading copy to check spellings & grammar
► Keeping up to date with popular culture & trends
► Deciding about media for placing an advertisement
All of the following can be part of a creative team for creating an
advertisement in an advertising agency, EXCEPT:
Which one of the following is an advantage to advertise in a newspaper?
► All of the given options
► Low Cost per advertisement
► Coverage in remote areas
All of the following are the advantages of TV advertising, EXCEPT:
► Captivity and attention
► Selectivity and flexibility
A printing error in a newspaper advertisement is an example of:
Which of the following advertising agencies offers both creative & media
services with research to its clients?
► Media Independent agency
