This document contains 20 multiple choice questions and 10 fill in the blank questions related to Chapter 15 on advertising. The questions cover various topics like types of advertising, advertising objectives, advertising decisions, advertising strategies, and advertising media. The document tests understanding of key concepts in advertising such as paid vs non-paid advertising, setting advertising budgets, developing creative concepts, selecting appropriate media, and defining advertising agency roles.

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.