Managing Mass Communications- MCQs with answers - Part

Developing and Managing an Advertising Program

1. Any paid form of promotion of services, goods or ideas and non-personal

presentation by an identified sponsor can be stated as

a) Advertising
b) Sales promotion
c) Publicity
d) Public relations

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ANSWER: a) Advertising

2. While developing an advertising program, the marketers need to start by

a) Identifying buyer motives

b) Identifying target markets
c) Both a and b
d) None of the above.

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ANSWER: c) Both a and b

3. While developing an advertising program, the marketers need to make five

major decisions termed as

a) "The five Ws"

b) "The five Ps"•
c) "The five Cs"•
d) "The five Ms"•

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ANSWER: d) "The five Ms"

4. The form of advertising that intends to create brand knowledge and
awareness of new features of existing products or of new products is known
as

a) Informative advertising
b) Persuasive advertising
c) Reinforcement advertising
d) Reminder advertising

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ANSWER: a) Informative advertising

5. The form of advertising that intends to create conviction, liking, preference

and purchase of a service or product.

a) Informative advertising
b) Persuasive advertising
c) Reinforcement advertising
d) Reminder advertising

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ANSWER: a) Informative advertising

6. If the product class becomes mature, the firm is the market leader.

a) True
b) False

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ANSWER: a) True

Deciding on the advertising budget and developing advertising campaign

1. There are ____factors affecting budget decisions.

a) 5
b) 4
c) 3
d) 2
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ANSWER: a) 5

2. In case of high market share brands, there is need of _____advertising

expenditure as a percentage of sales.

a) High
b) Less
c) Depends on condition
d) None of the above

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ANSWER: b) Less

3. Brands in less-well differentiated market need ______ advertising.

a) High
b) Less
c) Depends on condition
d) None of the above

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ANSWER: a) High

4. In designing and assessing an advertising campaign, the marketers employ

a) Science
b) Art
c) Both a & B
d) None of the above

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ANSWER: c) Both a & B

5. While developing the advertising campaign, message strategy focuses on

a) Positioning of an ad
b) Expressing the brand claims
c) Both a and b
d) None of the above

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ANSWER: a) Positioning of an ad

6. While developing the advertising campaign, creative strategy focuses on

a) Positioning of an ad
b) Expressing the brand claims
c) Both a and b
d) None of the above

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ANSWER: b) Expressing the brand claims

7. The process of creative brief includes:

a) Key message
b) Target audience
c) Communications objectives
d) All of the above

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ANSWER: d) All of the above

8. When the marketers use customers as their creative team to cut the cost,
the process is known as:

a) Open source
b) Crowdsourcing
c) Both a and b
d) None of the above

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ANSWER: c) Both a and b

9. The broad reach of television results in high cost per exposure.

a) True
b) False

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ANSWER: b) False

10. Advertisements of Pharma products that promises diagnosis and treatment

are regulated by

a) The Drugs and Magic Remedies Act 1954

b) The Drugs & Cosmetics Act 1940
c) Both a and b
d) None of the above

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ANSWER: c) Both a and b

Managing Mass Communications - MCQs with answers - Part

3

Deciding on media and measuring effectiveness

1. Product placement, public spaces and billboards are examples of

a) Place advertising
b) Sales promotion
c) Publicity
d) None of the above

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ANSWER: a) Place advertising

2. The impact of exposures on audience awareness relies on

a) The frequency
b) The reach
c) The impact
d) All of the above

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ANSWER: d) All of the above

3. The number of different individuals exposed to a specific media schedule at

least once during a specified time period is

a) Reach
b) Frequency
c) Impact
d) None of the above

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ANSWER: Reach

4. The qualitative value of an exposure provided through a specific medium is

a) Reach
b) Frequency
c) Impact
d) None of the above

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ANSWER: c) Impact

5. Total number of exposures can be calculated as

a) Reach*Average frequency
b) Average reach* frequency
c) Impact*Reach
d) None of the above

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ANSWER: a) Reach*Average frequency

6. Weighted number of exposures can be calculated as

a) Reach*Average frequency*Average impact

b) Average reach* frequency*Average impact
c) Impact*Reach*Average frequency
d) None of the above

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ANSWER: a) Reach*Average frequency*Average impact

7. While launching the new products, extensions of new brands or flanker

brands, the most important element is

a) Reach
b) Frequency
c) Impact
d) None of the above

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ANSWER: a) Reach

8. Most important element when there are strong competitors or frequent-

purchase cycle is

a) Reach
b) Frequency
c) Impact
d) None of the above

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ANSWER: b) Frequency

9. The major media type is selected on basis of

a) Product characteristics
b) Message characteristics
c) Target audience media habits and cost
d) All of above
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ANSWER: d) All of above

10. In-store advertising is a form of

a) Place advertising
b) Product placement
c) Point of purchase
d) None of the above

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ANSWER: c) Point of purchase

11. Outdoor advertising is also known as

a) "5-second sell"
b) "15-second sell"•
c) "20-second sell"•
d) None of the above

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ANSWER: b)"15-second sell"•

12. The number of physical units that carry the advertising can be stated as

a) Circulation
b) Audience
c) Effective Audience
d) Effective ad-exposed audience

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ANSWER: a) Circulation

13. The number of individuals exposed to the vehicle carrying advertising is

a) Circulation
b) Audience
c) Effective Audience
d) Effective ad-exposed audience

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ANSWER: b) Audience

14. The number of individuals with target audience features exposed to the
vehicle is

a) Circulation
b) Audience
c) Effective Audience
d) Effective ad-exposed audience

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ANSWER: c) Effective Audience

15. The number of people with target audience features who actually saw the
advertisement is

a) Circulation
b) Audience
c) Effective Audience
d) Effective ad-exposed audience

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ANSWER: d) Effective ad-exposed audience

1. The __________ problem involves scheduling the ads in terms of business

cycle and seasons.

a) Seasonscheduling
b) Microscheduling
c) Macroscheduling
d) None of the above

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ANSWER: c) Macroscheduling
2. The ________ problem requires for allocation of ad expenses within a short
period to get maximum impact.

a) Seasonscheduling
b) Microscheduling
c) Macroscheduling
d) None of the above

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ANSWER: b) Microscheduling

3. _______ indicates the rate at which new purchasers enter the market.

a) Buyer turnover
b) Purchase frequency
c) Average frequency
d) None of the above

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ANSWER: a) Buyer turnover

4. ________can be termed as the number of times that average buyer

purchases the product within a specific period.

a) Buyer turnover
b) Purchase frequency
c) Average frequency
d) None of the above

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ANSWER: b) Purchase frequency

5. When exposures are noticed evenly over a given period, it is

a) Concentration
b) Continuity
c) Pulsing
d) Flighting
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ANSWER: b) Continuity

6. When all the advertising budget is spend in a single period, it is

a) Concentration
b) Continuity
c) Pulsing
d) Flighting

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ANSWER: a) Concentration

7. When an advertising period is followed by a period with no advertising, it is

a) Concentration
b) Continuity
c) Pulsing
d) Flighting

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ANSWER: d) Flighting

8. The continuous advertising done at low-weight levels and then reinforced

periodically by heavy activity is

a) Concentration
b) Continuity
c) Pulsing
d) Flighting

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ANSWER: c) Pulsing

9. Communication effect research should be performed

a) Before an ad is put into media
b) After an ad is printed or broadcast
c) Both a and b
d) None of the above

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ANSWER: c) Both a and b

10. A firm's share of expenses results in a ________ that earns a _______ and
finally, ________.

a) Share of voice, share of consumers' hearts and minds, share of market

b) Share of market, share of consumers' hearts and minds, share of voice

c) Share of voice, share of market, share of consumers' hearts and minds

d) Presence dimension

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ANSWER: a) Share of voice, share of consumers' hearts and minds, share of

market

1. The collection of incentive tools designed to support quicker of greater

purchase of specific services or products by consumers or the trade is

a) Sales Promotion
b) Advertising
c) Publicity
d) None of the above

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ANSWER: a) Sales Promotion

2. _________ provides a reason to buy and _____ provides an incentive to buy.

a) Advertising, Publicity
b) Publicity, Advertising
c) Sales promotion, Advertising
d) Advertising, Sales promotion

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ANSWER: d) Advertising, Sales promotion

3. Advertising and display allowances is an example of

a) Trade promotion
b) Business and sales-force promotion
c) Consumer promotion
d) None of the above

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ANSWER: a) Trade promotion

4. Sales promotions in markets of high brand similarity

a) Results in a high response in the short run and offers little gain in brand
preference in longer term

b) Results in a little gain in short run and high response in longer term

c) Results in a high response from the start to end

d) None of the above

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ANSWER: a) Results in a high response in the short run and offers little gain in
brand preference in longer term

5. Tie in promotions, cross-promotions and Point-of-purchase are examples of

a) Trade promotion
b) Business and sales-force promotion
c) Consumer promotion
d) None of the above

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ANSWER: a) Trade promotion

6. Sell-in time ends when almost ___ of the deal merchandise is in the hands of
customers.

a) 50%
b) 80%
c) 95%
d)75%

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ANSWER: c) 95%