379 + Mcqs in Advertising Page 2 McqOptions

51.	Current trends in communications and promotions indicate that companies are doing less:
A.	marketing and more promotion.
B.	broadcasting and more narrowcasting.
C.	selling and more advertising.
D.	communication and more manipulation.
Answer» C. selling and more advertising.

Discussion

52.	The promotional tool that marketers tend to underuse or use only as an afterthought is best described as being which of the following?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» D. sales promotion

Discussion

53.	Which of the following is not correct regarding 'Advertising` ?
A.	It helps to increase standard of living (
B.	It creates the demand of the product (
C.	It increases the demand of product (
D.	It is a wasteful expenditure
Answer» E.

Discussion

54.	A __________________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumer demand will move the product through the channel.
A.	push strategy
B.	pull strategy
C.	blocking strategy
D.	integrated strategy
Answer» C. blocking strategy

Discussion

55.	_________________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
A.	The promotion mix
B.	Integrated international affairs
C.	Integrated marketing communications
D.	Integrated demand characteristics
Answer» D. Integrated demand characteristics

Discussion

56.	Which of the following statement is correct regarding ' Cash Discount' ?
A.	It is deducted from net price (
B.	It is deducted from List price (
C.	It is not recorded in books of accounts (
D.	None of these
Answer» B. It is deducted from List price (

Discussion

57.	Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:
A.	the fashionability of the media.
B.	the media habits of target consumers.
C.	the nature of the product.
D.	the type of message to be used.
Answer» B. the media habits of target consumers.

Discussion

58.	Another name for a company’s marketing communications mix is:
A.	the advertising program.
B.	the sales force.
C.	the image mix.
D.	the promotion mix.
Answer» E.

Discussion

59.	If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?
A.	informative advertising
B.	psychological advertising
C.	reminder advertising
D.	persuasive advertising
Answer» E.

Discussion

60.	________________ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities.
A.	Direct mail
B.	Outdoor
C.	Online
D.	Radio
Answer» D. Radio

Discussion

61.	When Avis positioned itself against market-leading Hertz by claiming, “We’re number two, so we try harder,” it was using which of the following forms of advertising?
A.	informative advertising
B.	psychological advertising
C.	reminder advertising
D.	comparative advertising
Answer» E.

Discussion

62.	Personal selling is an expensive form of promotion. For example, research shows that personal selling costs companies _______ per sales call.
A.	$170
B.	$140
C.	$100
D.	$75
Answer» B. $140

Discussion

63.	The personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships is called:
A.	personal selling.
B.	public relations.
C.	direct marketing.
D.	sales promotion.
Answer» B. public relations.

Discussion

64.	________________ is a major promotion function whose objective is to build good relations with the company’s various publics.
A.	Advertising
B.	Direct marketing
C.	Public relations
D.	Specialty events
Answer» D. Specialty events

Discussion

65.	Which of the following is the general quality of a salesman ?
A.	Knowledge of the product (
B.	Training (
C.	Eloquence (
D.	None of these
Answer» D. None of these

Discussion

66.	In terms of execution styles, which type of advertising might show how a product contributes to a person’s workout and health regime?
A.	slice of life
B.	lifestyle
C.	mood or imagery
D.	personality symbol
Answer» C. mood or imagery

Discussion

67.	The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer’s agreement to feature the manufacturer’s products in some way is called a(n):
A.	discount.
B.	allowance.
C.	premium.
D.	rebate.
Answer» C. premium.

Discussion

68.	If a retailer were to offer the consumer a “two for one” deal in purchasing merchandise, which of the following sales promotional techniques would have been used?
A.	samples
B.	premiums
C.	coupons
D.	price packs
Answer» E.

Discussion

69.	The measure of how many times the average person in the target market is exposed to the message is called:
A.	reach.
B.	frequency.
C.	impact.
D.	performance.
Answer» C. impact.

Discussion

70.	Two major factors are changing the face of today’s communications. One of these factors is the fact that:
A.	costs of promotion are rising.
B.	mass markets are fragmented and marketers are shifting away from mass marketing.
C.	global communications are not growing rapidly enough.
D.	marcom managers have achieved more power and control.
Answer» C. global communications are not growing rapidly enough.

Discussion

71.	All of the following are commonly recognized promotion budget formats EXCEPT:
A.	the affordable method.
B.	the LIFO method.
C.	the percentage-of-sales method.
D.	the objective-and-task method.
Answer» C. the percentage-of-sales method.

Discussion

72.	__________ is defined as being cash or gifts to dealers or their sales forces to “push” the manufacturer’s goods.
A.	A display allowance
B.	A price-off
C.	A spiff
D.	Push money
Answer» E.

Discussion

73.	The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.
A.	public relations
B.	integrated market planning
C.	integrated marketing communications
D.	global cultural imperatives
Answer» D. global cultural imperatives

Discussion

74.	Building selective demand is the objective of which type of advertising?
A.	informative advertising
B.	persuasive advertising
C.	reminder advertising
D.	demand-driven advertising
Answer» C. reminder advertising

Discussion

75.	If a company’s objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» B. personal selling

Discussion

76.	Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT:
A.	greater pressure to increase sales.
B.	more competition and a decline in differentiation of brands.
C.	a relaxing of government regulations governing sales promotion.
D.	advertising efficiency has declined.
Answer» D. advertising efficiency has declined.

Discussion

77.	If Cheerios includes a free toy from a Disney movie in its cereal boxes as an incentive to purchase cereal, which of the following forms of sales promotion was used?
A.	samples
B.	premiums
C.	coupons
D.	price packs
Answer» C. coupons

Discussion

78.	Which of the following promotional tools is thought to be the most expensive to use?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» C. public relations

Discussion

79.	___________ are certificates that give buyers a saving when they purchase specified products.
A.	Samples
B.	Premiums
C.	Coupons
D.	Patronage rewards
Answer» D. Patronage rewards

Discussion

80.	Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?
A.	affordable method
B.	percentage-of-Sales method
C.	competitive-parity method
D.	objective-and-task method
Answer» D. objective-and-task method

Discussion

81.	After determining its advertising objectives, a company next sets its ____________ for each product.
A.	advertising strategy
B.	advertising budget
C.	advertising goals
D.	advertising format
Answer» C. advertising goals

Discussion

82.	If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools?
A.	advertising
B.	public relations
C.	direct marketing
D.	sales promotion
Answer» C. direct marketing

Discussion

83.	Which of the following budget methods ignores the effects of promotion on sales?
A.	affordable method
B.	percentage-of-sales method
C.	competitive-parity method
D.	objective-and-task method
Answer» B. percentage-of-sales method

Discussion

84.	The most logical budget setting method is found in the list below. Which is it?
A.	affordable method
B.	percentage-of-sales method
C.	competitive-parity method
D.	objective-and-task method
Answer» E.

Discussion

85.	The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?
A.	newspapers
B.	television
C.	direct mail
D.	radio
Answer» D. radio

Discussion

86.	Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» B. personal selling

Discussion

87.	According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:
A.	media fragmentation.
B.	the development of the Internet.
C.	soaring media costs.
D.	more focused target marketing strategies.
Answer» C. soaring media costs.

Discussion

88.	All of the following would be considered to be functions performed in public relations EXCEPT:
A.	press relations.
B.	public affairs.
C.	bribery (when necessary).
D.	lobbying.
Answer» D. lobbying.

Discussion

89.	Which of the following is Vocational attributes of a salesman ?
A.	Knowledge of the product (
B.	Capacity of hard labour (
C.	Eloquence (
D.	None of these .
Answer» B. Capacity of hard labour (

Discussion

90.	The largest U.S. advertising agency is ____________ with an annual gross income of $1.8 billion on billings.
A.	J. Walter Thompson
B.	Saatchi & Saatchi
C.	BBD&O Global
D.	McCann-Erikson Worldwide
Answer» E.

Discussion

91.	All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:
A.	the higher expense of Web advertising versus traditional advertising.
B.	the Internet doesn’t build mass brand awareness.
C.	the Web’s format and quality constraints.
D.	difficulty in achieving advertising-like solutions on the Web.
Answer» B. the Internet doesn’t build mass brand awareness.

Discussion

92.	Sample distribution is a part of ----
A.	Advertisement (
B.	Sales promotion (
C.	Salesmanship (
D.	None of these
Answer» C. Salesmanship (

Discussion

93.	Which one of the following is the correct answer ?
A.	Payment is the second stage of Purchase and sale transaction (
B.	Payment is the first stage of Purchase and sale transaction (
C.	Payment is the final stage of Purchase and sale transaction (
D.	All of these.
Answer» D. All of these.

Discussion

94.	_________________ is short-term incentives to encourage purchase or sales of a product or service.
A.	Advertising
B.	Sales promotion
C.	Online advertising
D.	Public relations
Answer» C. Online advertising

Discussion

95.	No matter which form of direct marketing might be used by a promotional manager, all of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?
A.	nonpublic
B.	immediate
C.	producer controlled
D.	interactive
Answer» D. interactive

Discussion

96.	The shift from ________________________ has had a dramatic impact on marketing communications.
A.	brand management to value management
B.	media manipulation to media control
C.	mass marketing to segmented marketing
D.	mass marketing to global marketing
Answer» D. mass marketing to global marketing

Discussion

97.	There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?
A.	advertising
B.	public relations
C.	direct marketing
D.	sales promotion
Answer» D. sales promotion

Discussion

98.	If an advertiser were to give consumers useful articles (imprinted with the advertiser’s name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
A.	samples
B.	premiums
C.	point-of-purchase promotions
D.	advertising specialties
Answer» E.

Discussion

99.	Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?
A.	push strategy
B.	pull strategy
C.	blocking strategy
D.	integrated strategy
Answer» B. pull strategy

Discussion

100.	A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs is called a(n):
A.	marketing control group.
B.	product services unit.
C.	advertising agency.
D.	situation consultant.
Answer» D. situation consultant.

Discussion

Explore topic-wise MCQs in Marketing Aptitude.

Current trends in communications and promotions indicate that companies are doing less:

The promotional tool that marketers tend to underuse or use only as an afterthought is best described as being which of the following?

Which of the following is not correct regarding 'Advertising` ?

A __________________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumer demand will move the product through the channel.

_________________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Which of the following statement is correct regarding ' Cash Discount' ?

Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:

Another name for a company’s marketing communications mix is:

If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?

________________ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities.

When Avis positioned itself against market-leading Hertz by claiming, “We’re number two, so we try harder,” it was using which of the following forms of advertising?

Personal selling is an expensive form of promotion. For example, research shows that personal selling costs companies _______ per sales call.

The personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships is called:

________________ is a major promotion function whose objective is to build good relations with the company’s various publics.

Which of the following is the general quality of a salesman ?

In terms of execution styles, which type of advertising might show how a product contributes to a person’s workout and health regime?

The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer’s agreement to feature the manufacturer’s products in some way is called a(n):

If a retailer were to offer the consumer a “two for one” deal in purchasing merchandise, which of the following sales promotional techniques would have been used?

The measure of how many times the average person in the target market is exposed to the message is called:

Two major factors are changing the face of today’s communications. One of these factors is the fact that:

All of the following are commonly recognized promotion budget formats EXCEPT:

__________ is defined as being cash or gifts to dealers or their sales forces to “push” the manufacturer’s goods.

The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.

Building selective demand is the objective of which type of advertising?

If a company’s objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?

Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT:

If Cheerios includes a free toy from a Disney movie in its cereal boxes as an incentive to purchase cereal, which of the following forms of sales promotion was used?

Which of the following promotional tools is thought to be the most expensive to use?

___________ are certificates that give buyers a saving when they purchase specified products.

Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?

After determining its advertising objectives, a company next sets its ____________ for each product.

If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools?

Which of the following budget methods ignores the effects of promotion on sales?

The most logical budget setting method is found in the list below. Which is it?

The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?

Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?

According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:

All of the following would be considered to be functions performed in public relations EXCEPT:

Which of the following is Vocational attributes of a salesman ?

The largest U.S. advertising agency is ____________ with an annual gross income of $1.8 billion on billings.

All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:

Sample distribution is a part of ----

Which one of the following is the correct answer ?

_________________ is short-term incentives to encourage purchase or sales of a product or service.

No matter which form of direct marketing might be used by a promotional manager, all of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?

The shift from ________________________ has had a dramatic impact on marketing communications.

There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?

If an advertiser were to give consumers useful articles (imprinted with the advertiser’s name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?

Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs is called a(n):