106. Searching and identifying potential buyers for a product is ___
Selling
Prospecting
Compelling
Canvasing
Answer.2. Prospecting
Explanation:
Prospecting is defined as the seller’s search for and identification of qualified potential buyers of the product or service.
Prospecting can be thought of as a two-stage process:
Identifying the individuals and/or the organizations that might be prospects
Screening potential prospects against evaluative qualifying criteria. Potential prospects that compare favorably to the evaluative criteria can then be classified as qualified prospects.
107. If a copy tells openly and directly all the features of a product or a service with the help of suitable pictures, photos, and diagrams to impress a customer, it is called?
Descriptive copy
Educational copy
Straight selling copy
Expository copy
Answer.4. Expository copy
Explanation:
The expository copy is the most common form of advertisement which explains facts and events about products and services directly with the help of suitable pictures, photos, and diagrams.
It explains everything about the product or service directly to the readers without hiding any of the facts. The statements in expository copy are simple and direct and the approach of the same is also direct. As a result, the reader or the viewer is able to understand the message early and quickly, and without much effort.
108. An Ad copy that uses the endorsement of a satisfied customer?
Comparative copy
Reminder copy
Expository copy
Testimonial Ad copy
Answer.4. Testimonial Ad copy
Explanation:
Testimonial Ad copy uses the endorsement of a satisfied customer.
Testimonial copy presents certificates and testimonials from reputed persons, executives, and experts about a specific product or service. Such testimonials are intended to impress and influence potențial buyers in favor of the product or service. Sometimes, satisfied consumers have also presented their satisfaction the form of testimonials in the testimonial copy advertising.
109. Which among the following is the right sequence of the copywriting process?
Statement 1: Two major dimensions of advertising are message creation and message dissemination
Statement 2: Message creation is meaningful once the advertisement is created
Both statements are right
Both statements are wrong
Only Statement 1 is correct
Only statement 2 is correct
Answer.1. Only Statement 1 is correct
Explanation:
Message creation should be meaningful before the advertisement is created.
Advertising agencies have similar structures and functions, including message creation (copywriting), message dissemination, account management, media planning, buying and monitoring, research and development, and so on. The mass print and electronic media provide the main channels through
Hence Only Statement 1 is correct.
111. Consider the following statements:
Statement 1: Media planning refers to a series of decisions involving the delivery of messages to the target audience
Statement 2: The central theme of media planning is message dissemination.
Both statements are right
Both statements are wrong
Only Statement 1 is correct
Only statement 2 is correct
Answer.1. Both statements are right
Explanation:
Media planning is the series of decisions involved in delivering the promotional message to prospective consumers. It is the process of directing the advertising message to the target audience by using the appropriate channel at the proper time and place.
The central theme of media planning is message dissemination. Message and Media Strategy Developing a campaign theme for the message and selecting media for disseminating the message is the heart of campaign planning.
Hence both statement is right.
112. Consider the following statements:
Statement 1: Media planning starts with an analysis target audience
Statement 2: Media strategy is concerned with the selection of appropriate media.
Both statements are right
Both statements are wrong
Only Statement 1 is correct
Only statement 2 is correct
Answer.2. Both statements are wrong
Explanation:
The media planning process starts with an analysis of marketing opportunities or problems.
Media Strategy and Tactics is concerned with decisions about how much is to be allocated to create and test advertising copy, media strategy concerns decisions on how many media rupees to spend on an advertising campaign.
Hence both statements are wrong.
113. Consider the following statements:
Statement 1: Print media is the oldest and basic form of mass communication.
Statement 2: Print media can make a faster delivery than broadcast media.
Both statements are right
Both statements are wrong
Only Statement 1 is correct
Only statement 2 is correct
Answer.3. Only Statement 1 is correct
Explanation:
Print media is one of the oldest and most basic forms of mass communication. It includes newspapers, weeklies, magazines, monthlies, and other forms of printed journals. A basic understanding of print media is essential in the study of mass communication.
Broadcast media can make a faster delivery than print media. Unlike broadcast media, print media give the whole day’s news the next day and it only can be read the literate people. In Broadcast media, every class of people and illiterate people can see the news and they can know it on radio or television.
Hence only statement 1 is correct.
114. Consider the following statements:
Statement 1: Point of purchase advertising refers to advertising at the place and time of purchase
Statement 2: It is similar to window dressing.
Both statements are right
Both statements are wrong
Only Statement 1 is correct
Only statement 2 is correct
Answer.3. Only Statement 1 is correct
Explanation:
Point of purchase advertising, or POP, is a marketing material that retailers use in their stores to promote products, catch consumers’ attention and incite them to buy. It is also a term referring to the strategic placement of products in the store.
Point of purchase is also known as point of sale, in-store marketing, retail marketing or shopper marketing. Whatever the name, POS is hard to avoid, whether it is the apparently random display.
Hence only statement 1 is correct.
115. Which among the following is not a function of ad agency?
Conduct market analysis
Develop advertising plans
Develop media strategy
Collect feedback from target audience.
Answer.4. Collect feedback from target audience.
Explanation:
As indicated earlier, any advertising agency performs three critical functions:
Developing the Advertising Strategy
Developing the Creative Strategy
Developing the Media Strategy
Conduct market analysis
In order to be able to perform these functions effectively, there is a need for data of various kinds. This function is performed by market research firms.
116. Which among the following is not an objective of advertising research?
Improve the efficiency of an ad
Develop advertising plans
Evaluate impact of an ad
To avoid wastage of money
Answer.2. Develop advertising plans
Explanation:
The following are the main objectives of an advertising research investigation:
How will an advertisement accomplish its objectives?
Optimum utilization of advertising budget and media mix in implementing an advertising campaign.
Measurement of advertising impact on the audience.
To bring cost-effectiveness in advertising.
Improve the efficiency of an ad
Develop advertising plans
117. Consider the following statements:
Statement 1: Post testing is an evaluation conducted to know whether a proposed ad campaign is appealing to target group
Statement 2: It is also known as copy testing.
Both statements are right
Both statements are wrong
Only Statement 1 is correct
Only statement 2 is correct
Answer.2. Both statements are wrong
Explanation:
These tests are conducted after running the ad campaign. The basic purpose of post-testing is to provide an insight into the performance of ad campaigns & draw some conclusions from it about the future conducting of advertisements.
Pre-testing is known as copy testing.
Hence both statements are wrong.
118. Showing the product in a picture as being bigger than it actually is an example of
Deception
Subliminal Ads
Obscene ads
Challenging
Answer.1. Deception
Explanation:
Deceptive ads harm consumers by causing them to have false beliefs about the nature of the products being advertised and thereby causing them to make different purchasing decisions than they would have made otherwise (and purchase things unsuitable for their needs). Showing the product in a picture as being bigger than it actually is an example of deception.
119. _____ is a self-regulatory voluntary organization in the advertising industry.
Securities and Exchange Board of India
Reserve Bank of India (RBI)
Medical Council of India
Advertising Standards Council of India (ASCI)
Answer.4. Advertising Standards Council of India (ASCI)
Explanation:
The Advertising Standards Council of India (ASCI) was established in 1985. ASCI is a voluntary self-regulatory organization comprising members from marketing, creative, media, and allied companies in India. Since its inception, ASCI has been committed to protecting Indian consumers’ interests through self-regulation in advertising.
120. Colgate is offering scholarships worth one lakh rupees to Indian students. This highlights
Advertising clutter
Corporate Social Responsibility
Advertising revolution
Mass advertising
Answer.2. Corporate Social Responsibility
Explanation:
Corporate Social Responsibility is a management concept whereby companies integrate social and environmental concerns into their business operations and interactions with their stakeholders. Example of Corporate Social Responsibility Colgate is offering scholarships worth one lakh rupees to Indian students.