EIILM UNIVERSITY, SIKKIM

EXAMINATIONS, SEPTEMBER 2012 MBA- MARKETING MANAGEMENT, SEM III ADVERTISING MANAGEMENT Time: 3 hours Note: -All questions are compulsory. Each Question carries equal mark.
1) .advertising is method of passing information relating goods or services for sale direct to potential customers through the mediums of the post. a. Direct mail b. Indirect mail c. Advertisement d. None of the above

M.Marks:60

2) A strength of radio advertising is a. The ability to reach segmented audiences b. Low cost per thousand c. Short lead times d. All of the above 3) Which of the following is NOT a problem with television advertising? a. Escalating advertising cost b. Erosion of television viewing audiences c. Clutter d. Inability to achieve impact 4) The concept of effective reach states that fewer exposures to advertisements are required .. a. When humor is used b. When comparative advertising is used c. For brands with higher market shares and greater customer loyalty d. For necessities 5) In a .advertisement schedule ,advertising is used during every period of the campaign ,but the amount of advertising varies considerably from period to period. a. Dated b. Plotted c. Continuous d. Pulsing

6) Which of the following is not a requirement for setting advertising objectives? a. Objectives must specify the amount of change b. Objectives must be stated in terms of profits c. Objectives must be clear and in writing d. Objectives must be realistic 7) ..consists of short-term incentives to encourage the purchase or sale of a product or
service. a. Publicity b. Advertising c. A patronage reward d. Sales promotion 8) Which type of promotional tool is nonpublic, immediate, customized, and interactive? a. brand contacts b. sales promotions c. public relations d. direct marketing 9) Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. a. pull; push b. pulse; pull c. push; pull d. pulse; continuity 10) ________ define the task that advertising must do with a specific target audience during a specific period of time. a. Message decisions b. Advertising budgets c. Advertising strategies d. Advertising objectives 11) .. is used heavily when introducing a new product category. The objective is to build primary demand. a. Comparative advertising b. Informative advertising c. Persuasive advertising d. Patronage advertising

12) Persuasive advertising becomes . when a company directly or indirectly compares its brand with one or more other brands. a. informative advertising b. reminder advertising c. institutional advertising d. comparative advertising 13) After determining its advertising objectives, the company's next step in developing an advertising program is to a. use coupon b. use cash refund offers c. use advertising specialty d. set its advertising budget 14) A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods? a. the integrated method b. the objective-and-task method c. the percentage-of-sales method d. the competitive-parity method 15) Which method of setting an advertising budget relies on analyzing competitors' spending? a. affordable method b. percentage-of-sales method c. objective-and-task d. competitive-parity method 16) Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. a. the competitive-parity method of setting a promotion budget b. media planning c. the affordable method of setting a promotion budget d. implementing branded entertainment 17) The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers? a. Television advertising is becoming more expensive. b. Consumers are watching less television. c. Audiences are less interested in media consumption d. Consumers have more choices about what to watch or not watch.

18) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. a. sales promotion b. advertising specialties c. premium promotions d. customer benefits 19) The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two. a. Verbalization b. Statement c. Visualization d. appeal 20) Ads that are built around dream themes use which type of execution style? a. mood or image b. scientific evidence c. musical d. fantasy 21) Which of the following is not one of the major steps in media selection? a. Deciding on format elements. b. Selecting specific media vehicles. c. Choosing among major media types. d. deciding on timing 22) Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except ________. a. digital satellite television systems b. cable television c. Internet advertising d. network television 23) In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle's ________. a. pass-along audience b. editorial quality c. timing d. audience quality

24) Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period. a. Pulsing b. Sequencing c. Segmenting d. continuity 25) Which of the following is not a benefit of standardized global advertising? a. consistent worldwide image b. greater global advertising coordination c. lower advertising cost d. appeal to different demographics differ 26) Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of . a. a mass market strategy b. public relations c. press agencies d. outdated business ethics 27) ..use several tools, including the news, speeches, and special events. a. Public relations professionals b. Advertising specialists c. Computer programmers d. Advertising agencies 28) A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. a. public relations b. direct marketing c. sales promotion d. personal selling 29) Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use? a. brand contacts b. personal selling c. direct marketing d. public relations

30) Chris Stemen, the owner of an independent gift store, is developing an advertising budget. Chris has totaled his company's revenues and deducted operating expenses and capital outlays. He intends to use a percentage of the remaining funds for advertising. Which budget setting method is Chris using? a. integrated method percentage-of-sales method b. affordable method c. competitive-parity method d. objective-and-task method 31) You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ________. a. Frequency b. Reach c. Impact d. qualitative value 32) The public relations department at a manufacturer of a variety of technological devices has been charged with developing inexpensive methods of building and maintaining brand awareness and excitement. To begin with, the public relations department has recruited consumers who are early adopters of technological devices to spread the word about the company's new products. This is an example of the public relations tool of ________. a. corporate identity marketing b. public service activities c. special events d. buzz marketing 33) ..involves formulating and setting the competitive positioning for a product and a detailed marketing mix. a. Segmentation b. Targeting c. Positioning d. None of the above

34) The art director and the copy writer work together as a team.
a. True b. False 35) Much of the communication research was related to the war time interest in propaganda. a. True b. false 36) The food processing industry began around eighteen century. a. False b. True

37) Advertisements in those days were laid out like our present day a. Classified advertisement b. Newspaper advertisement c. Both a and b d. None of the above 38) The first advertisement on A & F pears bought a picture tilted "bubbles" was launched in 1886. a. True b. False 39) The letter should be limited to 8 to 9 paragraphs a. True b. False 40) In print media rates depends upon the size , colour and. a. Position b. Magazines c. Hoardings d. None of the above 41) Containment offers the brand manager important functional considerations such as: a. Container size b. Sealing and resealing c. Dispensing d. All of the above 42) Identification offers the brand manager opportunities to promote the product such as: a. Information on how the product is used b. Promotion of sale c. Warnings d. All of the above 43) Factors influencing product mix: a. Change in demand of the product b. Competitors policy c. Goodwill of the firm d. All of the above 44) An advertising objectives includes: a. To inform b. To persuade c. To remind d. All of the above

45) Factors considered when budget setting: a. Stage of product life cycle b. Market share and consumer base c. Advertising frequency d. All of the above 46) ., message, and channel factors are controllable elements in the communication model. a. Source b. Channel medium c. Source and message d. None of the above 47) Marketer should think about the media where the advertisement will be presented. a. True b. False 48) Approaches to setting the advertising budget includes: a. Fixed percentage of sales b. Same level as competitors c. Task d. All of the above 49) An investigation into the relative effectiveness and the relative costs of using the various advertising media in an advertising campaign is known as.. a. Media analysis b. Published media c. Visual media d. Print media 50) Published or print media include: a. National daily newspapers b. Sunday newspaper c. Local news paper d. All of the above 51) Visual and aural media include: a. Radio b. Cinema c. Both a and b d. Internet

52) Eye-catching signs were painted on a. Buildings b. Hoardings c. Magazines d. None of the above 53) More and more people began to read newspaper and . a. Hoardings b. Magazines c. Buildings d. None of the above 54) During the press conference it is advisable to only communicate the news it should be one way Communication. a. True b. False 55) Which of the following is not an example of persuasive advertising? a. Persuading customers to receive a sales call. b. Explaining how the product works. c. Changing customer perceptions about product attributes. d. Encouraging the customer to purchase now. 56) The selection of appropriate media is based upon which of the following factors? a. Cost. b. Nature of the product. c. Media habits of target consumers d. All of the above. 57) What are the disadvantages of magazine advertising? a. Lesser reach compared with television. b. May be inappropriate mix with magazine content. c. Static images only d. All of the above. 58) Due to the highly competitive advertising environment with advertisers clamouring for the attention of the consumer, it is essential for the advertisers to cut through the mass advertising clutter and reach the target audience. In advertising terms this is referred to as 'noise' and refers to: a. Distortion of messages by differences in culture. b. Intelligent clutter which distorts messages. c. Extraneous non-intelligent clutter which distorts. d. All o f the above

59) Which of the following is not an advantage of radio advertising? a. Good local acceptance. b. High geographic selectivity. c. High audience selectivity. d. High demographic selectivity. 60) Which of the following is not a disadvantage of the Internet? a. Audience controls the exposure. b. Relatively low impact. c. High selectivity. d. Demographically skewed audience.