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Mkt621 Mid Term Current Paper (Dec 2010)

Friday, December 10, 2010 Posted In Edit This
23 questions out of 5 were subjective and 18 were mcqs.

Pulsing of scheduling strategy with an example (Marks 3)
Noise in communication to target audience (internal and external) (Marks 3)
Write factors of positioning strategy? (Marks 5)
Write problem solving barriers? (Marks 5)
What are characteristics of a good copywriter? (Marks 5)

For subjective Chapter no 14, 16, 17 and 18 and 20 are most important. 
Totally Un-important are first 5 chapters.

AIDA model was developed by
► Bovea
► E.K Strong
► Philip Kotler

Which one of the following included in the Innovation-adoption model?
► Awareness
► Evaluation
► Trial
► Retention


Which one of the following explains the course of a product's sales and profits over its lifetime?

► Product Life Cycle
► Dynamic Growth Curve
► Adoption Cycle
► Sales Chart

Which one of the following is the best option available at the decline stage of business cycle?
► Change the sales force
► Launch same product in different market
► Increase the advertising budget
► Appoint new marketing manager

Which one of the following tools is used to decide 'Advertising Reach'?
► Net Rating Point
► Net Program Rating
► Targeting Point
► Gross Rating Point


Following are the product differentiations based on customers' perception EXCEPT:
► Perceptible
► Imperceptible
► Persuasion
► Induced

Keep in mind the creative process of advertising, which of the following means; taking the information, working with it and thinking about it in the mind.
► Immersion
► Incubation
► Verification
► Digestion 

'Above the line media' and 'Below the line media' are two important terms used in advertising based on promotional techniques. Which of the following is the example of 'Below the line media' promotion?
► TV
► Radio
► Cinema
► Direct mail


OTHER MCQs coming in current papers


MIDTERM PAPER OF MKT 621 -2009
Question No: 1 ( Marks: 1 ) - Please choose one
Which one of the following tools is more influential for massive target audience to convey a message that is helpful in making a buying decision? 
► Publicity
► Personal Selling
► Public relation
► Advertising 

Question No: 2 ( Marks: 1 ) - Please choose one
Which of the following product differentiations based on customers' perception can be defined as: "No obvious difference but informs people about the difference"?
► Perceptible
► Imperceptible
► Induced
► Persuasive

Question No: 3 ( Marks: 1 ) - Please choose one
Following are the product differentiations based on customers' perception EXCEPT:
► Perceptible
► Imperceptible
► Persuasion
► Induced

Question No: 4 ( Marks: 1 ) - Please choose one
Which one of the following media is more effecitve to promote agriculture products?

► Radio
► Internet
► Newspaper
► TV

Question No: 5 ( Marks: 1 ) - Please choose one
Which one of the following is the best option available at the decline stage of business cycle?
► Change the sales force
► Launch same product in different market
► Increase the advertising budget
► Appoint new marketing manager

Question No: 6 ( Marks: 1 ) - Please choose one
Intermediaries typically perform all of the following functions EXCEPT:

► Breaking down the bulk quantity into small quantity
► Making goods locally available to customers
► Providing expert local market knowledge
► Creating direct communication from the customer to manufacturer

Question No: 7 ( Marks: 1 ) - Please choose one
For a given market, a demand curve is the relationship between _______.

► Price and quantity
► Price and supply
► Demand and supply
► Supply and quanity

Question No: 8 ( Marks: 1 ) - Please choose one
Which one of the following explains the course of a product's sales and profits over its lifetime?

► Product Life Cycle
► Dynamic Growth Curve
► Adoption Cycle
► Sales Chart

Question No: 9 ( Marks: 1 ) - Please choose one
Liana advertising agency (LAA) handles all aspects of the advertising process including planning, design, production, and placement services to its client "Xing Construction Company of China". LLA is a ________________.

► Creative agency
► Full service agency
► Composite agency
► Media Independent agency

Question No: 10 ( Marks: 1 ) - Please choose one
Which one of the following sections of an ad copy provides the main text portion of advertising message?
► Illustration
► Body Copy
► Art design
► Standing Details

Question No: 11 ( Marks: 1 ) - Please choose one
'Above the line media' and 'Below the line media' are two important terms used in advertising based on promotional techniques. Which of the following is the example of 'Below the line media' promotion?
► TV
► Radio
► Cinema
► Direct mail

Question No: 12 ( Marks: 1 ) - Please choose one
Which one of the following methods can be used to determine the advertising budget?
► Competitive parity method
► Rating method
► Gross percentage method
► Ratio method

Question No: 13 ( Marks: 1 ) - Please choose one
In which of the following advertising budget approaches, management decides how much to spend on advertising by ignoring the market reality?
► Market Share Approach
► Top Down approach
► Bottom Up Approach
► Risk Approach

Question No: 14 ( Marks: 1 ) - Please choose one
Which one of the following is the part of post-campaign evaluation in an advertising research?

► Media Schedule
► Assess Effectiveness
► Coincidental Surveys
► Brand Tracking

Question No: 15 ( Marks: 1 ) - Please choose one
Advertisement is communication between sponsor and audience meant for informing or reminding about the product. Which of the following is NOT serving the informing objective of advertisement?
► Make consumers aware of new product
► Announcing a new price of product
► Explaining how a product works
► Products are still available for sale

Question No: 16 ( Marks: 1 ) - Please choose one
After watching the 30-minute infomercial on surf excel, Sana was certain the cleaning product would remove the grape juice stain from her white shirt. In terms of the communication process, Sana had engaged in which of the following process?

► Evaluating
► Encoding
► Decoding
► Messaging

Question No: 17 ( Marks: 1 ) - Please choose one
Which one of the following is NOT a component of information process model?

► Yielding
► Retention
► Comprehension
► Preferences

Question No: 18 ( Marks: 1 ) - Please choose one
ROPE is a problem-solving strategy and it stands for:
► Research, Objective, Programming, Evaluation
► Research, Objective, Problem, Evaluation
► Research, Objective, Promotion, Evaluation
► Resource, Objective, Promotion, Evaluation

Question No: 19 ( Marks: 1 ) - Please choose one
Which one of the following defines the basic purpose of promotion?

► Information Dissemination
► Dissuading Customers
► Feedback Retrieval
► Convenience to Customer

Question No: 20 ( Marks: 1 ) - Please choose one
Which one of the following is NOT a synonym of Target Audience?

► Target customer
► Disbeliever customers
► Target market
► Focus Group

Question No: 21 ( Marks: 1 ) - Please choose one
Which one of the following tools is NOT used to decide 'Advertising Reach'?

► Gross Rating Point (GRP)
► Program Rating (PR)
► Targeting Rating Point (TRP)
► Competitive Parity Rating (CPR)

Question No: 22 ( Marks: 1 ) - Please choose one
Which one of the following advertising objectives can be defined to increase company's brand usage rate among existing consumers and encouraging non-users to have trial and / or purchase?
► Communication objective
► Sales objective
► Behavior related objective
► Media planning objective

Question No: 23 ( Marks: 1 ) - Please choose one
In creative process, which one of the following steps helps you to put the problem out of your conscious mind and put the information to do the creative work?

► Immersion
► Incubation
► Illumination
► Verification

Question No: 24 ( Marks: 1 ) - Please choose one
Keep in mind the creative process of advertising, which of the following means; taking the information, working with it and thinking about it in the mind.
► Immersion
► Incubation
► Verification
► Digestion 

Question No: 25 ( Marks: 1 ) - Please choose one
Which of the following methods can be used to measure the radio audience?

► Coverage
► Number of listeners
► Timings of programs
► All of the given options

Question No: 26 ( Marks: 1 ) - Please choose one
A printing error in a newspaper advertisement is an example of:

► Feedback
► Noise
► Message loop
► Carelessness

Question No: 27 ( Marks: 1 ) - Please choose one
ABC Company manufactures processor and advertises its product for Del and HP computers. It is an example of which of the following.

► Interactive Advertising
► Retail or Local Advertising
► Institutional Advertising
► Business to Business Advertising

Question No: 28 ( Marks: 1 ) - Please choose one
Which of the following is the process of identifying groups of customers with basically similar wants, needs, preferences or buying behaviors?
► Profiling
► Positioning
► Segmentation
► Targeting

Question No: 29 ( Marks: 1 ) - Please choose one
"Technological advances, shifts in consumer tastes and increased competition can reduce the demand of a product". This threat can arise mostly in which of the stages of PLC (Product Life Cycle)?
► Introduction
► Growth
► Maturity
► Decline

Question No: 30 ( Marks: 1 ) - Please choose one
At which of the following stages in the product life cycle, the sales growth starts to slow down?


► Introduction 
► Growth
► Maturity
► Decline

Mkt621 Mid Term Current Paper (Dec 2010)

.............

                                         MIDTERM EXAMINATION
                                MKT621- Advertising & Promotion (Session - 1)
Question No: 1
    
In which of the following years, the first newspaper ad seeking buyer for an Oyster Bay,
was published?
1743
1704
1782
1793
Question No: 2
             ( Marks: 1 ) - Please choose one
In which year the first ever TV commercial was launched?
1919
1976
1978
1923
Question No: 3
             ( Marks: 1 ) - Please choose one
Following are the major benefits of advertising towards society, EXCEPT
Creating employment opportunities
Add style to the life of customers
Enhance awarness about products
Presenting sugarcoated benefits and harms
                  

Question No: 4
   ( Marks: 1 ) - Please choose one
If a beverage company says, "We probably become the leader of beverage industry in
next year". Which one of the following appeals company has used in this advertisement?
Puffery
Weasel claim
Shock ad
Poignant Declare
Question No: 5
   ( Marks: 1 ) - Please choose one
Which of the following is NOT usually defined as an element of standard marketing
mix?
      Price
      Place
      People
      Product
Question No: 6
                   ( Marks: 1 ) - Please choose one


With which of the following, the concept of 'Intermediaries' is most closely associated?
Personal Selling
Directory Advertising
Channels of distribution
All of the given options
Question No: 7
             ( Marks: 1 ) - Please choose one
With which of the following methods, a company compares internal capabilities with the
                         
challenges of its external environment.
STEP analysis
SWOT analysis
SBU analysis
BCG analysis
Question No: 8
     ( Marks: 1 ) - Please choose one
Which of the following strategies is followed by a company when it lunches a new
product in existing market?
      Market penetration
      Market development
      Product development
      Diversification
Question No: 9
                   ( Marks: 1 ) - Please choose one
Which one of the following is responsible for media planning and media buying activities
of the agency?
Media planner
Media director
Creative director
Account director
Question No: 10
               ( Marks: 1 ) - Please choose one
Which one of the following is the process of establishing and maintaining a distinctive
place in the customer's mind for an organization or its specific product?
Profiling
Targeting
Segmentation
Positioning
Question No: 11
       ( Marks: 1 ) - Please choose one
Which one of the following sections of an ad copy provides the main text portion of
advertising message?
      Illustration
      Body Copy
      Art design
      Standing Details
Question No: 12

Which one of the following is NOT included in critical decisions about advertising
research?
Setting objective
Selecting the method
Choosing appropriate media
Time-span of campaign
Question No: 13
              
Which of the following tools is/are the ingredient/s of promotional mix?
Advertising
Personal selling
Public relations
All of the given options
Question No: 14
       
Which one of the following is referring to encoding of a message for communication?
      Transforms an abstract idea into a set of symbols
      Process of selecting a communication channel
      Try ot understand new information
      Receiving a message with a common field of experience
Question No: 15
                     
All of the following are the "Advertising Hierarchy Models" EXCEPT:
AIDA model
Innovation-adoption model
Information procession model
Hierarchy of outcomes model
Question No: 16
               
AIDA model is the part of advertising hierarchy model, who developed this model?
Bovee
Kleppner
Philip Kotler
E.K. Strong
                    
Question No: 17
RACE is a problem-solving strategy and it stands for:
Research, Action, Communication, Evaluation
Research, Awareness, Communication, Evaluation
Resource, Awareness, Communication, Evaluation
Resource, Action, Communication, Evaluation
Question No: 18
                ( Marks: 1 ) - Please choose one
ROPE is a problem-solving strategy and it stands for:
      Research, Objective, Programming, Evaluation
      Research, Objective, Problem, Evaluation
      Research, Objective, Promotion, Evaluation
      Resource, Objective, Promotion, Evaluation
Question No: 19

ROPE strategy is one of the old problem-solving techniques and it was proposed by:
      Kleeppner
      Johan Martson
      Jerry Hendrix
      E.K. Strong
Question No: 20
Which of the following represents the genuine hierarchical order of elements in the
advertising pyramid?
Satisfaction, Desire, Interest, Attention, Action
Satisfaction, Action, Interest, Desire, Attention
Satisfaction, Attention, Action, Desire, Interest
Satisfaction, Action, Desire, Interest, Attention
Question No: 21
     
Which one of the following tools is used to decide 'Advertising Reach'?
Net Program Rating
Target Rating Scale
Net Rating Scale
Gross Rating Point
Question No: 22
Which one of the following advertising objectives can be defined to increase company's
brand usage rate among existing consumers and encouraging non-users to have trial and /
or purchase?
      Communication objective
      Sales objective
      Behavior related objective
      Media planning objective
Question No: 23
                   
All of the following are the different types of advertising theme, EXCEPT:
Utilitarian
                    
Focused
Informative
Research
Question No: 24
      ( Marks: 1 ) - Please choose one
If we hear an advertisement on radio regarding a new product in the market, then radio
will serve as______.
Receiver
Transmitter
Decoder
Source
Question No: 25
              


In creative process, which one of the following steps helps you to put the problem out of
your conscious mind and put the information to do the creative work?
Immersion
Incubation
Illumination
Verification
Question No: 26
              




Following are the tasks of a copywriter of an advertising agency EXCEPT:
Discussing with clients
                   
Consulting creative team
Analyzing marketing data
Scrutiny the media vehicle
Question No: 27
Which one of the following factors makes advertising successful over personal selling?
Limit target area
Cost per Target Audience
Mass Media Communication
Personal Communication
Question No: 28
All of the following are the functions of advertising, EXCEPT
Compel towards your product
To spread a specific message
To build brand recognition
Put forward irregular prompts
Question No: 29
              
Which of the following is the process of identifying groups of customers with basically
similar wants, needs, preferences or buying behaviors?
      Profiling
      Positioning
      Segmentation
                         
Targeting
Question No: 30
For marketers, geographic classification is essentially based on an assumption that:
      Attitudes lead to the development of a lifestyle
      Lifestyle leads to the development of an attitude
      Areas or regions affect on buying behaviors
      Social class is independent of geographical location
Question No: 31
                     ( Marks: 5 )
Suppose you are going to advertise your product on TV. What are the limitations you will
face while using TV as a medium?
Question No: 32
                     ( Marks: 10 )

An ABC Company asks you to develop an advertising campaign for newly launched
consumer product. What steps you will keep in mind in order to develop effective
advertising campaign? 
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