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Quiz1(IMC)

Time15minutes

Name:_______________________________________________Roll#:______________

Tickthemostappropriateanswersfromtheoptionsavailable.
1. TheconceptofIMCreferstothefollowing,except:
a) Integrationacrossmediachannels
b) Integrationacrosscommunicationmodes
c) Integrationacrossmarketingmixelements
d) Integrationacrossaudiences

2. Thismeasurecouldbeusedtoevaluatetheexposureofanadvertisingmessage
a) Reach
b) AdvertisingRecall
c) SpontaneousRecall
d) Recognition

3. ThethreedimensionsofSourcePowerare:
a) PerceivedControl,PerceivedScrutinyandPerceivedRelationship
b) PerceivedConcern,PerceivedPositionandPersonality
c) PerceivedScrutiny,PerceivedControlandPerceivedConcern
d) PerceivedControl,PerceivedRoleandPerceivedIncentive

4. Anadvantageofpublicrelationsoverotherformsofpromotionisits
a) Credibility
b) Brandbuilding
c) Relationshipbuilding
d) SpecificTargetAudience

5. FollowingisnotaResponseHierarchymodel
a) HierarchyofEffectsmodel
b) FCBmodel
c) AIDAmodel
d) InformationProcessingmodel

6. Habitformationstrategyforlowinvolvement/thinkingproductsfollowsthisresponse
hierarchy:
a) DoFeelLearn
b) LearnFeelDo
c) FeelDoLearn
d) DoLearnFeel

7. FollowingtypeofadvertisingresearchanswersthequestionIsthecampaigneffective
inreallifeaftermediaexposure?
a) StrategydevelopmentResearch
b) RetailAudit
c) MessageEvaluationResearch
d) TrackingResearch

8. AccordingtoPersuasionMatrix,mediachanneldecisionsdependprimarilyin______
communicationseffectsdomain:
a) Exposure
b) Attention
c) Comprehension
d) Yielding

9. FCBplanningmodelsuggestsselfsatisfactionstrategyfor
a) LowinvolvementThinkingproducts
b) LowinvolvementFeelingproducts
c) HighinvolvementThinkingproducts
d) HighinvolvementFeelingproducts

10. Sourcepowerleadstopersuasionthroughaprocessof
a) Internalization
b) Identification
c) likeability
d) Compliance

11. AccordingtoCognitiveResponseModel,sourceorientedthoughtsrelateto
a) Brandattitudes
b) AttitudetowardstheAd
c) Bothofabove
d) Attitudetowardsthecelebrity

12. ELMviewsthatattitudechangesresultingfromperipheralprocessingare
a) Enduringpositive
b) Enduringnegative
c) Temporaryshift
d) Nochanges,Retaininitialattitude

13. AccordingtoEEGmeasures,followingishypothesized:
a) Lefthemisphereismorelikelytorespondtoemotions
b) Righthemisphereprocessesverbalstimuli
c) Lefthemisphereisresponsibleforrecall
d) Righthemisphereisresponsibleforprocessing

14. WhichtestusesFleschformula
a) Portfoliotest
b) Dummyadvertisingvehicles
c) Readabilitytest
d) Theatertest

15. Followingadvertisingresearchcouldbeusefulinoptimizingadvertisingexecutions
a) CreativeDevelopmentResearch
b) TrackingResearch
c) MessageEvaluationResearch
d) MessageExecutionresearch

16. MeaningtransfermodelcelebrityendorsementbyMcCrakensuggests:
a) 2stageprocess
b) 3stageprocess
c) 4stageprocess
d) Singlestageprocess
17. Ladderingisamarketingresearchtechniquethathasbeendevelopedtoidentifylinks
between
a) Attributes,consumers,andvalue
b) Attitudes,consequences,andvalue
c) Attributes,consequences,andvalue
d) Attitudes,consumers,andvalue

18. Anfullserviceadvertisingagencyideallydoesallthefollowingexcept
a) Preparesadvertising
b) Pretestsadvertising
c) Placesadvertising
d) Paysforadvertising

19. The three levels of relationships with brand in Emotional bonding model indicate
followingthreelevels
a) Emotions,Personality,Exchanges
b) ProductBenefits,Experience,Emotions
c) Exchanges,Experience,Emotions
d) ProductBenefits,Personality,Emotions

20. ______________ Stage refers to the consumers action toward the brand: trial,
purchase,adoptionorrejection.
a) Needrecognition
b) Behavioral
c) Informationsearch
d) Postpurchaseevaluation

21. Whateffectmakesalowcredibilitysourcetobecomeaseffectiveasahighcredibility
source?
a) Lageffect
b) Sleepereffect
c) Leadeffect
d) Bannereffect

22. Basedonassessmentofcognitiveresponses,attitudetowardstheadvertisementsisa
resultof
a) Product/MessageThoughtsandSourceorientedthoughts
b) SourceorientedThoughtsandadexecutionrelatedthoughts
c) Product/MessageThoughtsandadexecutionrelatedthoughts
d) BrandattitudesandExposureofanad

23. TwocentralDeterminantsofcreativityareoftenconsideredasthese:
a) RelevanceandResonance
b) DivergenceandConvergence
c) RelevanceandDivergence
d) ResonanceandConvergence

24. Thethemeofacampaignwhichisastrongideabindinginterrelatedadexecutionsin
agivenperiodofpromotionactivitiesisusuallyexpressedthrough
a) Aslogan
b) Aheadline
c) AJingle
d) Alogo

25. Dayafterrecalltestisgenerallylikelytofavour
a) EmotionalMessages
b) Thinking/RationalMessages
c) NuetralMessages
d) Alltypesofmessages

26. CPMrefersto
a) CostperMillionreaders
b) CostperThousandReaders
c) CopyperThousandreaders
d) CostperMediaVehicle

27. Inmediaplanning,SOSrefersto
a) SalienceonSpacebought
b) ShareofSocialMedia
c) SonofSardaar
d) ShareofSpends

28. IfRPCishigher,itcanbesaidthat
a) Secondaryreachishigher
b) Primaryreachishigher
c) Circulationispoor
d) Noneoftheabove

29. Whichisnotanadvantageofmagazines:
a) Reproductionquality
b) Permanence
c) DemographicSelectivity
d) Longleadtime

30. GRPachievedbyaMediaPlanis:
a) Reach/Frequency
b) Reach/Overlap
c) Reach*Frequency
d) Frequency/Reach

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