Advertising and Management Past Paper
Q1. MCQ
- Setting proper advertising budgets is difficult because
- Precise data is difficult to identify and gather
- It is not that critical since a research study found that advertising did not have much impact on consumer purchases
- It is a function of the finance department, not marketing
- Is not a problem with today’s computers and specialized software
- What two major communication channels do marketers use to convey their product to consumers?
- Print media and events
- Message source and feedback
- Word-of-mouth and commercials
- Personal and non-personal channels
- To set its total promotion budget, a company can choose between four common methods: __________.
- Competitive method, parity method, objective method, and task method
- The affordable method, the percentage-of-sales method, the competitive-parity method, and the objective-and-task method
- Defining specific objectives, determining the tasks that must be performed to achieve these objectives, and estimating the costs of performing these tasks
- The affordable method and the percentage-of-sales method
- Awareness, __________, ___________, preference, ___________ and purchase are the stages consumers move through in terms of buyer-readiness.
- Liking, attitude, conviction
- Knowledge, liking, conviction
- Post-purchase, knowledge, liking
- Knowledge, liking, attitude
- When developing an advertising program, marketers must make five major decisions. These are: ______________.
- Target audience, objective setting, budget decisions, media decisions, campaign evaluation
- Target audience, objective setting, budget decisions, media decisions, campaign evaluation
- Objective setting, target audience, budget decisions, message decisions, campaign evaluation
- Target audience, objective setting, budget decisions, message decisions, campaign evaluation
- Which of the following are tools used by public relations departments?
- Lobbying
- Counseling
- Product publicity
- Corporate communication
- Press relations
- All of the above
- Which type of advertising objective is the most important for mature products?
- Reminder advertising
- Persuasive advertising
- Informative advertising
- Comparison advertising
- What is the main objective of informative advertising?
- To create a selective demand
- To keep the brand in consumers’ minds during the mature stage of the product lifecycle
- To stimulate primary demand
- None of the above
- Identifying and communicating with groups of prime prospects: (Targeting/ positioning/segmentation).
- AAAA is the national organization of (printing / marketing / advertising).
- The agency which offers all services on a piecemeal basis is (Rolodex agency / In-House agency)
- Any device or word that identified the origin of a product, telling who made it or who sold it: (Brand name /Brand mark/ Patent)
- A name that applies to a business as a whole, not to an individual product. (Patent / Brand name / Trade Name)
- Generation Y is also known as (Baby Boomers / Echo Boomers)
Q.2. Discuss TV as an advertising medium. What are the pros and cons of TV advertising? Marks (14)
Q.3. What are the pros and ions of the newspaper? Discuss newspaper as an advertising medium. Marks (14)
Q.4. How you will plan the advertising? Explain factors which must be considered during planning. Marks (14)
Q.5. What is Brand equity? How brand affects advertising. Marks (14)
Q.6. Reach, frequency, continuity, and budget are media tactics. Explain it with an example. Marks (14)
Q.7. Discuss the relationship between media and target marketing. Marks (14)
Q.8. Attend any two parts: Marks (14)
- Target Marketing
- Segmentation
- Positioning