Download ADVERTISING AND SALES PROMOTION I UNIT 1) Placing an

ADVERTISING AND SALES PROMOTION
I UNIT
1) Placing an offering into consumer’s mind, involves selecting a specific ___________
for a brand
a) Positioning statement b) Pricing Strategy c) Advertising budget d)None of these
2) The process of translating though into a symbolic form is known as ___________
a) Encoding b) Feedback c) Decoding d) The message channel
3) Which one is not the type of advertising
a) Infomercials b) Human billboards c) Online advertising d) All the above
4) A(n) _____________ advertising objective is aimed at achieving communication
outcomes that precede behavior
a) Precise b) planned c) Indirect d) Direct
5) A detergent that advertise how clean it gets clothes is appealing to the
____________consumer need
a) Functional b) Symbolic c) Utilitarian d) Experiential
6) Consumer behavior is a process which is seen as ____________ activity
a) Highly cognitive b) Emotional c) Systematic d) Reasoned
7) __________simply means that consumers come in contract with the marketer’s
messages.
a) Perception b) Exposure c) Attention d) Interpretation
8) The ____________component of attitudes focuses on behavioral tendencies.
a) Affective b) Instrumental c) Conative d) Cognitive
9) All marketing activities that attempt to stimulate quick buyer action or immediate
sales of a product are known as _________________
a) Sponsorship b) Advertising c) Personal selling d) Sales promotion
10) The premise underlying geographic targeting is that people who_________ also
shares demographic and lifestyle similarities.
a) Are in the same income category b) Reside in similar areas c) Are of the same age
d) Are of the same gender
11) Marketers can enhance the consumers’ ability to access knowledge structures
by___________
a) Using loud music b) using colourful ads c) Employing verbal framing d)
Repeating brand information
12) Attitude toward a brand result from a combination of _______________ attitudeformation processes.
a) Primary and secondary b) Associative and non –associative c) Central and
peripheral-route d) None of these
13) 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 realistic d) Objectives must be clear and
writing
14) The first step of the objective and task method is_______
a) Assessing the communications functions b) Establishing specify marketing
objectives that need to be accomplished c) Determining advertising’s role in the
total communication mix
15) Laddering is a marketing research technique that has been developed to identify links
between______
a) Attributes, consumers and values
b) Attitudes, consumers and values
c) Attributes, consequences and variables
d) Attributes, consequences and values
16) Using Sex appeal can generally_____________
a) Lure attention b) Enhance recall c) Evoke emotional responses d) All the above
17) A strength of radio advertising is______________
a) The ability to reach segmented audiences b) the ability to reach prospective
customers on a personal and intimate level c) Low cost per thousand d) All the
above
18) The term ‘advertising’ is derived from the original------word
a) English b) French c) Latin d) None of these
19) Book magazines and _____________ are types of Print media
a) Television b) Radio c) News Paper d) None of these
20) Which of the following is not a problem with television advertising?
a) Erosion of television viewing audiences b) Substantial audience fractionalization
c) Clutter d) Inability to achieve impact
21) The concept of effective reach states that fewer exposures to advertisements are
required_______
a) When comparative advertising is used b) For brands with higher market shares
and greater customer loyalty c) For expensive products d) For necessities
22) In a __________ advertising schedule, advertising is used during every period of the
campaign, but the amount of advertising varies considerably from period to period.
a) Flighting b) Dated c) Pulsing d) Continuous
23) Which of the following is not an advantage of radio advertising?
a) Relatively low cost b) High audiences selectivity c) High demographic selectivity
d) None of these
24) Advertising is the __________ non personal communication of information about
products or ideas by an identified sponsors through the mass media
a) Non-paid b) Paid c) Both ‘a’ and ‘b’ d) Partly paid
25) Billboard is a large _____________ advertising structures.
a) Indoor b) outdoor c)Direct d) Indirect
SECTION –B
1. What are the features of advertising?
2. Who are the key players in advertising?
3. Discuss the advantages and disadvantages of outdoor advertising.
4. What is meant by Social Media Agency? Explain its types.
5. Elucidate on good advertising appeals.
SECTION -C
1. Define Media planning. Explain the factors that affect the media planning.
2. Classify advertisements. Explain its types.
3. Elucidate on the types of advertising Agencies.
4. Discuss the various types of internet advertising.
5. Explain in detail the process of Advertising communication.
II UNIT
1) A good copy-testing system needs to provide measurements that are ____________
a) Relevant to the advertising objectives b) Relevant to the advertising budget
c) Relevant to the advertising media d) Relevant to the advertising script
2) The advertising budget procedure used most frequently is the _____________ method
a) Percentage of-sales b) Marginal Cost c) Competitive parity d) None of these
3) Developing an effective message strategy begins with identifying _________that can
be used as advertising appeals
a) Sales Promotion b) Customer benefits c) Advertising specialists d) Emotions
4) After determining its advertising objectives, the company’s next step in developing
an advertising programme is to___________
a) Develop its message decisions b) Use cash refund offers c) set its advertising
budget d) Use advertising specialty
5) A company decides on its promotion budget by using four common methods to set
the total budget for advertising. What is not one of the methods?
a) Integrated method b) the objective and task method c) The competitive parity
method d) the affordable method.
6) ___________is the form of communication used to persuade an audience (viewers,
readers or listeners) to take some action with respect to product, ideas, or services.
a) Sales promotion b) Publicity c) Advertising d) Personal selling
7) Which one of the following has primary responsibility is to act as a liaison between
the marketing department and the advertising agency and other vendors.
a) In-house agency b) Advertising department c) Advertiser d) Specialized
agencies
8) Which method of setting an advertising budget relies on analyzing competitor’s
spending?
a) Affordable method b) Percentage of sales method c) Competitive-Parity method
d) Integrated method.
9) A promotional strategy that encourages the various intermediaries along the channel
to stock and sell the product is called what type of strategy?
a) Pull strategy b) Shove strategy c) Push strategy d) Intermediary strategy.
10) Which of the following is not an example of persuasive advertising?
a) Explaining how the product works.
b) Delight the customers to purchase now
c) Building Brand preference
d) Encouraging the customer to purchase now
11) The selection of appropriate media is based upon which of the following factors?
a) Cost b) The type of message c) Media habits of target consumers d)All of the
above
12) Why would consumers be ‘antipathetic’ towards a brand following an advertising
campaign?
a) Consumers do not develop any liking for the product b) Message triggers
undesirable interpretation c) Message is poorly targeted d) All the above
13) Online advertising include
a) E-mail Spam b) Banner Ads c) only ‘a’ d) Both a and b
14) Which one is the type of advertising
a) Street advertising b) Coffee cup advertising c) Celebrity advertising d) All the
above.
15) ______________consists of short-term incentives to encourage the purchase or sales
of a product or service. This offers reasons to buy it now.
a) A segmented promotion b) Sales Promotion c) Publicity d) Advertising
16) Pressure to increase current sales, less differentiated brands, declining advertising
efficiency and increasingly deal oriented customers are all factors contributing to
the____
a) Decline of sales promotion b) Growth of personal selling c) Decline personal
selling d) Growth of sales Promotion.
17) Which one of the following is not a major form of direct marketing?
a) Telephone marketing b) Personal selling c) Online Shopping d) none of these
18) _________ method of selling promotional budgets is when you spend what you can
afford
a) Competitive b) Percentage of sales c) Objective and tasks d) Arbitrary
19) Advertising appeals should have 3 characteristics. Which is not one of these
characteristics?
a) They should be meaningful b) They must be believable c) They all must show
lifestyle d) a and b
20) The most logical budget setting method is the _______method. It deals more with
specific promotion goals and accomplishments.
a) Percentage of sales b) Affordable c) Competitive Party d) Objective and task
21) A/an _________is a service business dedicated to creating, planning and handing
advertising for its clients
a) Personal selling b) Advertising c) Advertising agency d) none of these
22) _______offers no advertising services such as strategic market planning, sales
promotions, direct marketing, package design and public relation and publicity.
a) Partly service agency b) Fully service agency c) Both a and b d) None of these
23) An emotional appeal is related to an individual’s _______ and social needs for
purchasing certain products and services.
a) Relational b) Psychological c) Both a and b d) None of these
24) _____________ Services or account management are the link between advertising
agency and its Clients.
a) Market services b) Research Services c) Account Services d) None of these.
25) The most desirable method of setting advertising budget is ___________ method.
a) Competitive parity method b) Percentage of sales method c) Judgment
method d) objectives and task method.
SECTION –B
1.How will you design the layout for advertising.
2.What is meant by cloth size advertising? Discuss its types.
3.What is the need for advertising campaign
4.What are the steps followed in advertising agencies.
5.Elucidate on the elements of advertising copywriting.
SECTION –C
1.Discuss on the principles, functions and components of Ad Layout.
2.Discuss on the types of Advertising agencies.
3.What are the services offered by advertising agencies?
UNIT III
1) A large picture that dominates the layout, much like a picture window, often in the
front of a house is called_________________
a) Multi-panel b) Split c) Picture window d) Frame
2) The plan of an advertisement, detailing the arrangement of various parts and relatives
spatial importance of each is referred to as______________
a) Design of advertisement b) Layout of advertisement c) Visualization of
advertisement d) None of these
3) Principle that governs the movement of eyes from one part of the design to another is
called ___________.
a) Principle of balance b) Principle of Rhythm c) Principle of Emphasis d)
Principle of Proportion
4) Portion of the advertisement which is intended for the convenience of the prospective
customer in communicating with the advertiser is _________________
a) Caption b) Border c) Background d) Coupon
5) Among the following the objective of the visualization is ______________
a) Capture the reader’s attention b) clarify claims made by the copy c) identify the
subject of the ad d) All of the above.
6) Layouts that are black and white with just a touch of another colour in certain spots is
called___________.
a) Letter Inspired b) Silhouette c) Big Type d) Spot colour
7) A sketch that is small, rough, and rapidly produced drawing that the artist uses to
visualize layout approaches without wasting time on details is called___________.
a) Rough Layout b) Thumbnail sketches c) Comprehensive d) Dummy
8) Among the following which are the 3 major printing processes
a) Letterpress printing(from a realized surface) b) Offset lithography( from a flat
surface) c) Rotogravure (from an etched surface) d) All of the above
9) Printing that is economical, especially for work in broad, flat colours, as in car cards,
posters, and point-of-sale displays is called_____________.
a) Screen printing b) Rotogravure c) Offset lithography( from a flat surface) d)
Letterpress printing(from a raised surface)
10) Technique used not only for type-setting with illustrations and simple black and white
half-tones, but also does the work of electronic page make-up is called__________.
a) Electronic Page Make-up Technique b) Desk-Top Publishing Technique c)
Colour Separation technique d) Line and Tone technique
11) The different grades of paper used in advertising are ________________
a) Bond b) Text c) Cover d) All the above
12) Patented fabric that can be bonded together to have 2 unique images fused together
back to back is called_______________
a) Satin b) Poplin c) Poly Duck d) Twiny
13) Series of ads, placed in various media, which are designed to meet objectives, and are
based on analysis of marketing and communication situations is
called_____________
a) Advertising campaign b) Advertising planning c) Advertising budget d) None of
these
14) The various elements of an advertising campaign include which of the following
a) Targeting the audience b) Message strategy c) Media strategy d) All of the
above
15) Which of the following factor is responsible for Ad Campaigns?
a) Consumers sometime overlook advertisements b) Consumers get confused with
advertising messages c) Consumers are forgetful d) All of the above
16) Which among the following is not the objective of advertising?
a) Assembling different parts b) Opportunity of modification c) Specification of
costs d) None of these
17) Headline in advertising layout is also known as ______________.
a) Head b) Title c) Heading d) All of the above
18) Mascot in advertising layout is also known as __________
a) Trade character b) Illustration c) Body copy d) Signature
19) Process of frequently placing the ad in the given period of time to get more customer
attention and awareness is called______________
a) Clutter advertising b) Frequent advertising c) Repeat advertising d) None of
these
20) What are the factor that affects repeat advertising and wear-out
a) Advertising message b) Product or product category c) Target audience d) All of
the above
21) The principles of emphasis is also known____________
a) Principle of Balance b) Principle of Rhythm d) Principal of contrast d) None of
these
22) __________is several measurement systems used in graphic design.
a) Legibility b) Justification c) Type measurement d) Fonts
23) _____________ is one of the key phenomena in advertising as the most consumers
have a chance to be exposed more than once.
a) Repeat Advertising b) Not Repeat advertising c) Both a and b d) None of these
24) IMC stands for____________________
a) Information Marketing Communication b) Information Management
Communication c) Integrated Marketing Communication d) Integrated
Marketing Council
25) _______ is a repeatable catch phrase from ad to ad
a) Character Hook b) Repeatable Theme c) Word Hook d) Consistent Layout
SECTION –B
1.Discus on the designing of layout for advertising.
2.Explain the art Direction and Production in print Advertising.
3.What is meant of repeat advertising?
4.Elucidate on the types of advertising campaigns.
SECTION –C
1.What are the steps followed in campaign planning.
2.Explain the factors influencing planning of Advertising campaign
3.Discuss the functions, components and format of Ad layout.
IV UNIT
1.Of the 3 typical types of sales force structures, which one is often supported by many levels
of sales management positions in specific geographical areas?
a) Complex systems b) Territorial c) Product d) a and b
2.Which of the following is not a disadvantage of a product sales force structure?
a) Salespeople spending time to see the same customer’s purchasing agents b)
Increased customer delivery time c) Extra selling costs involved with
multiple sales visits from separate divisions d) b and c
3.Members of a company’s ____ travel to call on customers in the field.
a) Complex sales force b) Outside sales force c) Customer sales forced) Product
sales force
4.Which activity is not typical for a sales assistant?
a) Answer customer’s questions b) Call ahead and confirm appointments c)
Provide technical support d) Follow up on deliveries
5. All of the following are problems associated with the poor selection of salespeople except-----------------------a) Less office support b) Costly turnover c) Less productivity d) Lower sales
6.Sales applicants are typically not tested for ____________
a) Accounting skills b) Analytical skills c) Organizational skills d) Personality
traits
7.A salesperson’s compensation plan is typically made up of several elements- a fixed
amount, ______, expenses, and fringe benefits.
a) Bonuses b) Recognition c) A variable amount d) Non-monetary rewards
8.Which of the following is an advantage created by the use of a sales force automation
system?
a) The cost of training the sales force is less expensive
b) Salespeople can more effectively and efficiently schedule sales calls and make
representations.
c) Salespeople can develop a stronger organizational climate d) the sales force is more
motivated to acquire new customer.
9.Your sales force is able to easily assess their opportunities within the firm. This feeling
describes your firm’s_____________.
a) Prospecting b) Sales structure c) Organizational climate d) Workload
approach
10.Management sets standards that state the amount each salesperson should sell and how
sales should be divided among the company’s product with __________
a) Company quotas b) Sales goals c) Sales incentives d) Sales quotas
11.Which of the following is an example of a positive incentive that management might use
to motivate the sales force?
a) Weekly call plans b) Sales meetings c) Returns on sales investment d)
organizational climate
12.A _________is a salesperson’s write-up of his or her completed sales activity.
a) Time and duty analysis b) sales report c) Call plan d) Call report
13. The step that follows pre-approach in the selling process is __________
a) Qualifying b) Approach c) Handling objections d) Presentation
14.Which of the following is the least relevant characteristic that a salesperson should
consider when qualifying a prospect?
a) Volume of business b) Location c) Special Needs d) Longevity in the
market
15.Which type of salesperson fits best with today’s relationship marketing focus and
solutions approach?
a) Salesperson on commission and not on salary b) Salesperson on salary and
not commission c) Problem-solver salesperson d) Hard-sell salesperson
16.Salesperson should seek-out hidden objections, ask the buyers to clarify any objections,
take objections as opportunities to provide more information and______
a) Seek to minimize or play down the objections
b) Move on to closing the sales
c) compliments the buyer for bringing the objections up
d) Turn the objections into reasons for buying.
17. Salespeople should be trained in recognizing __________signals from the buyer, which
can include physical actions such as learning forward and nodding or questions about prices
and credit terms.
a) Qualifying b) Closing c) Objection d) Follow-up
18. Manufacturers direct more sales promotion expenditure toward _______than to ____
a) Consumers & retailers b) Customers & Wholesalers c) Retailers and
wholesalers; consumers d) Retailers & wholesalers
19.Pressure to increase current sales, less differentiated brands, declining advertising
efficiency, and increasingly deal oriented customers are all factors contributing to
the_________
a) Decline of sales promotion b) Growth of personal selling c) Decline of
personal selling d) Growth of sales promotion
20.AMA stands for_____________________
a) American Marketing Association b) American Management Association c)
American Marketing Agency d) None of these
21.________________is the soundest method conceptually.
a) Work load method b) Sales potential Method c) Incremental method d) a
and b
22. Some business organizations make recruitments from among the persons working in the
organization is called __________________
a)
External sources of recruitment b) Internal sources of recruitment c) only a
d) both a and b
23. The word _______ refers to extra pay due to good performance.
a) Incentives b) Freedom c) Bonus d) Promotions
24.___________is the earliest of all remuneration plans and is the most common method.
a) Straight salary method b) Straight commission method c) combination of
salary d) commission plan
25.Sales territories are established on state or province basis is _______________
a) Country b) State c) District Unit d) All the above
SECTION.B
1. Elucidate on the advantages and disadvantages of internal source of recruitment of
sales force.
2. Define motivation. Discuss the importance of motivating sales force
3. Discuss the various methods of evaluation
4.What are the methods of training?
5.Discuss the determinants of sales force performance.
SECTION C.
1.How will you evaluate and control sales force?
2.What are the advantages and disadvantages of sales territories?
3.” Good salesman are born and not made” Comment.
1)
2)
3)
4)
5)
6)
7)
8)
9)
UNIT V
Which of the following is not an objective of sales promotion?
a) Generating customer trail of new products b) Increasing Brand awareness c)
Holding and rewarding loyal customers d) Encouraging customers away
from competitive offerings
Which one of the following is not a sales promotion tool?
a) Cash-back offers b) advertising specialties c) Samples d) None of these
______________marketing emphasizes building and maintaining long term
customer relationships by creating superior value.
a) Transaction b) Mass c) Target d) Relationship
Salespeople spend most of their time in_____________
a) Face to face selling b) Making service Calls c) Waiting/ travelling d) Doing
administrative tasks
Which of the following is not a step in sales force management?
a) Supervision b) Recruiting and selecting c) Evaluation d) Creating sales
promotion programme.
At which stage of the selling process it is necessary for salespeople to qualify
leads?
a) Handling objections b) Prospecting c) Pre approach d) Presentation
Which is not a type of typical compensation plan that a company would offer a
salesperson?
a) Sales plus commission b) Salary plus bonus c) Straight commission d)
Bonus plus commission
Which of the following is a result of the reckless application of ‘push’
promotional strategy?
a) Leads to fierce competition b) Continuous price cutting c) Profit margin
erosion d) All of the above
The promotional goals a firm develops might be aimed at all of the following
except
a) Creating awareness b) Increasing the use of the product c) Explaining the
company pricing process d) Identifying potential customers
10) Which of the following would be considered as major element of the promotional
mix?
a) Marketing research & reporting b) Personal selling c) Product design d) None
of these
11) The type of advertising that is aimed at creating a positive picture of a company,
its ideals, service, and roles in the community would be_____________
a) Institutional advertising b) product advertising c) Advocacy advertising d)
Reminder advertising.
12) Two of the main factors in determining which media to use for a firm
are_______
a) Flexibility & timeliness b) Responsiveness & organization c) cost & the
audience reached d) Freshness of the appeal
13) A medium’s ability to reach a precisely defined market is _______________
a) Called “reach” b) Known as “frequency” c) Termed “flexibility” d) Its
“audiences selectivity”
14) According to the author, the form of selling that may demand the most
professionalism and creativity is selling to____________
a) Purchasing agents b) Wholesalers & retailers c) Individuals retail customers
d)Committees
15) Perhaps the easiest way to close a sale is to_______________
a) Turn to prospecting & qualifying b) Be ready to handle objections c) Ask for
it d) Suggest a time and place to meet at a later point
16) Sales promotion is usually targeted toward either________________
a) The ultimate consumer or media b) Direct Mail clients or retailers c) The
ultimate consumer or member of the marketing channel d) None of these
17) Store signs, displays and free sample distribution would among __________
a) Example of sales promotion b) Efforts called personal selling c) Titled public
relation d) advertising
18) One of the distinguishing traits of “publicity” as an element of the marketing mix
is that it______________
a) Is not going to controlled b) Is not going to be paid for by the company
receiving the publicity c) None of these d) will be normally considered an
element of sales promotion.
19) “Rational Branding” is a
a) Internet advertising tactic b) Traditional advertising c) Both a and b d) None
of these
20) __________ is an important element of the communication design.
a) Message b) Objectives c) Target d)Media
21) ___________ is a person to person dialogue between buyer and seller.
a) Advertising b) Sales promotion c) Trade show d) Personal selling.
22) FSI stands For _______________
a) First standing inserts b) Free Standing Inserts c) Free standing Input d) Free
Standing Inputs.
23) ________means something that is meant to tempt someone.
a) Bit b) Bait c) switch d) None of these
24) Customer service is also called as__________________
a) Agency service b) Client Service c) Both a and b d) None of these
25) Business to business selling is called as ______________
a) Retail Selling b) Industrial Selling c) Service Selling d) None of these
SECTION B
1.Examine the objectives of personal selling
2.Discuss the objectives of sales promotion.
3. How will you develop persuasion communication?
4.Explain the factors in deciding marketing communication mix.
5. Explain the pull and push promotion strategy
SECTION C.
1. What are the various consumers oriented sales promotion?
2. Examine on the various sales promotion strategy and practices.
3. Define personal selling. Discuss its objectives, functions and types.