Mkt621- current paper midterm - 09 December, 2010
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 ► 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, ► 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 ► 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
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