MBA MCQ Quiz Hub

1. El-Murad and West (2004) present a paper in the Journal of Advertising Research which examines which of the following:
Advertising message appeals
Creating effective advertising
Copywriting and art direction
Defining advertising creativity

2. Emerging technologies will continue to influence consumer behaviour in the future by enabling
Consumer-centricity
Relevance filtering
Newspapers
Measurement

3. Engagement seeks to generate one two main types of response ______
Brand Equity and Brand Response
Brand Values and Brand Response
Brand Happiness and Brand Response
Brand Values and Brand Activation

4. ESP stands for
emotional selling promise
emotional selling process
emotional selling proposition
editorial selling promise

5. Extensive local penetration and coverage is indicative of
Magazines
Newspapers
Online Advertising
Social Media

6. Fame campaigns work by _____
Getting talked about and making waves
Featuring popular celebrities and being likeable
Being easily remembered for its creative content
Featuring strong product attributes

7. Feldwick (1996) suggests brand equity is a composite of:
Brand association, strength, and dominance
Brand future, weight, and description
Brand value, strength, and description
Brand value, strength, and relationships

8. For gaming measurement, which measurement method is not used?
SOA
CPC
CTR
CPM

9. For gaming measurement, which measurement method is not used?
SOA
CPC
CTR
CPM

10. Frequency is defined as?
All possible exposures to a target audience
The total number of duplicated exposures
The number of times a reader is exposed to a message
Three exposures to the target audience

11. Goal-directed behaviour by online and mobile users that is satisfied (by a web site) is more likely to
Change behaviour
Make people want to return to a site
Create word-of-mouth conversations
Maintain positive brand associations

12. Gross impressions means
The standard for a communication message to have an impact on the consumer
All possible exposures to a given medium at a given time
Both 1 and 2 above
The percentage of the target audience exposed to a message

13. Grounds for acceptability of advertising include consideration of which of the following:
Credibility
Legality
Decency
Honesty

14. Heath's 'Low Attention Processing Model', was previously referred to as;
the Low Attitude Processing Model
the Low Engagement Processing Model
the Low Involvement Processing Model
the Low Participation Processing Model

15. How many commercial messages are we thought to encounter each day?
5000
100
1000
3000

16. Identify one reason media choices have become more difficult in recent years
Segmentation
Internet is used more frequently than any other medium
Newspapers now use colour
Newspapers now use colour

17. In February 2011 new regulations were introduced allowing __ __ on TV:
Tobacco advertising
Product enhancements
Shock advertising
Product placement

18. In high-context languages, information /content is assumed to be _____
implicit: it is known and does not need to be set out.
implicit: it is known but needs to be elaborated
explicit: it is not known and needs to be set out.
explicit: it is known but needs to be elaborated

19. In most developed markets advertising practice is regulated through a mixture of:
Advertising agencies and clients
Creatives and media planners
Legislation and voluntary controls
Trade associations and media owners

20. In newer, younger agencies, roles are undertaken by the following kinds of individuals:
Multi talented
Multi skilled
Multi taskers
Multi activists

21. In selecting an advertising agency, without clear ___________as a sound starting point you have little chance of success. Complete the blank.
Roles
Briefs
Tasks
Ideas

22. In the advertising agency selection process, the agency credentials meeting is also known as the ___________ meeting:
Chemistry
Relationship
Knowledge
Synthesis

23. Interactive media can be best described as
Marketing Mix
Customized Marketing Messages
Marketing Communications Mix
Media that allow two-way messages between company and consumer

24. Internet advertising has some weaknesses because
It is not easy to track
It is not emotive
It cannot reach a global audience
It does not deliver good targeted reach

25. It has been suggested that organisations practice one of two forms of integration. These are;
Content and Process
Content and Provision
Contingency and Application
Process and System

26. It is the quality of the ___________ between the various elements in the process that determine whether a communication event will be successful.
actions
research
linkages
sequencing

27. Keller believes brand associations comprise information about three elements. Which of the following is not one of these elements?
Brand attitudes
Brand benefits
Brand performance
Brand attributes

28. Littlejohn (1992) identifies four main contexts within which communication occurs. These are
interpersonal, group, organisational and interactional communication
interpersonal, group, organisational and mass communication
interpersonal, group, organisational and linear communication
interpersonal, group, organisational and relational communication

29. Magazine performance has remained stable in recent years due to
The development of brand values
Low cost
Their ability to address segmented audiences
Multi-page combinations

30. Media audience research
Is a highly organised discipline with a worldwide presence
Is not necessary for the media planner
Is carried out individually by each agency
Is the same for traditional and newer media

31. Media planning is carried out through
Research and tested formulas
An intuitive process
Both of the above
None of the above

32. Media selections and scheduling decisions associated with delivering advertising constitute a
Problem Solving Equation
Message Weight
Media Kit
Media Plan

33. Media strategy is making media decisions based on
The client's wishes
Understanding customers' wants and needs
Whims of the market
Brand awareness rate

34. Messengers perceived to be physically attractive lead to two main outcomes. These ads ______
are more easily recognised and promote positive associations
promote strong engagement and improved responses
attract more attention and are evaluated more positively
stimulate involvement and increased recall

35. Mobile marketers are able to reach audiences
Using a 'push' strategy
Using a 'pull' strategy
In real time
All of the above

36. Mobile marketing has innovative ways to reach the consumer. Which of the following is not one of them?
Barcode calls-to-action
Mobile apps
Yellow pages advertising
Mobile retail payments

37. Mobile marketing to-date is most successful among
Younger consumers
American consumers
Asian consumers
Spanish consumers

38. Most of the early advertising models were developed on the principle that individuals are cognitive information processors and that ads are understood as a result of_______
emotional involvement processing
superior recall
information processing
advertising triggers

39. Music is used frequently in advertising as _____
an executional cue
a standout feature
background
a mood setter

40. Name two of the three major types of advertising found in newspapers
Classified
Display
Below-the-line
Banner

41. Of the following, which is not a method of costing media
CTR
CPA
CPR
CPM

42. One advantage of Mobile marketing is that it is not
Inferior in its creative possibilities
Place-based media
Prone to security breaches
Dependent on GPS systems

43. One of the following is not a strength of magazines
Inherent design flexibility
Shelf-life
Quality reproduction
Deadline flexibility

44. One of the main aims of creativity in advertising is to gain:
Brand Loyalty
Awareness
Interest
Attention

45. One of the most important international, culturally oriented research exercises, was undertaken by
Hofsvelt
Hofshouse
Hofstede
Hofsmann

46. One significant change in the paid-for media environment is
Terrestrial and satellite radio offerings
The number of print vehicles available
The presence of social media sites
The addition of cable TV

47. One strength of using mobiles in a media plan is that they
Are efficient on slower networks
Have short and fleeting messages
Are more important than TV as a medium
Allow a social peer group to spread an idea quickly

48. One weakness in using out-of-home media is
Difficult to Measure and Control
Delivers Excellent Reach
Demographic Flexibility
Relatively Low Cost

49. One weakness of using mobiles in a media plan is
Rich content delivery is better than on a computer
Privacy issues are of great concern among mobile users
All devices are standardized for easy use across operating systems
The message is long-lived

50. Opinion leaders and opinion formers are an integral part of which model of communication
Linear
Interactional
Relational
Influencer