Principles of marketing

1. M.C.Q OF CHAPTER-15
1.Types of advertising is_____
a.Paid advertising b.Non-paid advertising
c.Both d.None of them
Ans: c.
2.What is the overall objective of advertising?
a.To build customer relationship b.To build public relationship
c.To build personal relationship d.To build press relationship
Ans: a.
3.Which is not major advertising decisions?
a.Setting the advertising budget b.Only entertainment
c.developing advertising strategy d.Setting advertising cbjective
Ans: b.
4.Which is not the classification of advertising objectives?
a.To inform b.To remind
c.To persuade d.To order
Ans: d.
5.”Building a brand and company image” is the objective of_____
a.Persuasive advertising b.Reminder advertising
c.Informative advertising d.None of them
Ans: c.
6.Budget decisions should be_____
a.Affordable b.Non-affordable
c.Both d.None

2. Ans: a.
7.Advertising can succeed only when………………
a.Gain attention b.Well communication
c.Both d.None of them
Ans: c.
8.The approach,style,tone,words and formate used for……………… an advertising massage.
a.Extention b.Execution
c.Promotion d.None of them
Ans: b.
9.Which is the execution style?
a.Slice of life b.Fantasy
c.Life style d.all of them
Ans: d.
10.Major steps in advertising media selection are ……………
a.Determining on reach, frequency and impact b.Choosing among major media types
c.Selecting specific media vehicles d.Choosing media timing
e.All of them
Ans: e
11.Return on advertising investment is the net return on advertising investment ……………..by the cost
of the advertising investment.
a.Multiply b.Divided
c.Minus d.None of them
Ans:b.
12.The additional advertising considerations are…………..
a.Organizing for advertising b.International advertising decisions
c. Both d.None of them

3. Ans: c.
13.”A marketing service firm that assists company`s in planning , preparing,implementing and
evaluating all or portion of their advertising programs” is called………
a.Advertising agency b. Public agency
c.Govt agency c.None of them
Ans: a.
14.Public relation is building good relation With the company`s various publics by…………..
a.Obtaning favorable publicity b.Building up a good corporate image
c.Handling or heading off unfavorable rumours,stories and event`s
d.All of them
Ans: d.
15.Which following functions may public relation departments perform?
a.Press relation b.Product publicity
c.Lobbying d.Investor relation
e.All of them
Ans: e.
16.Advertising strategy consists of ……….. major elements.
a.2 b.3
c.4 d.6
Ans: a.
17.Which is the possible objective of persuasive advertising?
a.Building brand preference b.Encouraging switching to a brand
c.Convincing customers to tell others about the brand d.All of them
Ans: d.
18.Keeping the brand in a customer`s mind during off –seasons , is the possible objective of……..
a.Informative advertising b.Persuasive advertising

4. c.Reminder advertising d.None
Ans: c.
19.Informing the market of a price change , is the possible objective of………….
a.Informative advertising b.Persuasive advertising
c.Reminder advertising d.All of them
Ans: a.
20.Maintinng customer relationships, is the possible objective of ……..
a.Informative advertising b.Persuasive advertising
c.Reminder advertising d.None
Ans: c.

5. Fill in the blanks:
1.Many marketers are now subscribing to a new margins of advertising and entertainment,
dubbed……………..
Ans: Madison and vine.
2. The advertiser must next develop a compelling …………….that will bring the massage strategy to life in
a distinctive and memorable way
Ans: Creative concept
3. After determining its advertising objectives , the company next sets is ……………. For each product.
Ans: Advertising budget
4…………consists of two major elements.
Ans: Advertising strategy.
5. The………… department first created good advertisement.
Ans. Creative.
6.The media department ……..and…….the best media for carrying this advertisement.
Ans. Selected, purchased.
7.An ……….. is a specific communication to be accomplished with a specific target audience.
Ans: advertising objective.
8. ……………can be traced back to the very beginnings of the recorded history.
Ans: Advertising.
9. ……….. style features a highly believe able or like able source endorsing the product.
Ans: Testimonial evidence.
10. …………. creates a character that represents the product.
Ans: Personality symbol.