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SIKKIM MANIPAL UNIVERSITY - DDE

Bachelor of Business Administration BBA Semester 3 BBA 304 Advertising and Sales 4 Credits (Book Id B1598)

Model Question Paper Duration: 2 hours Total marks: 140

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Part A - 1 Mark questions (Questions 1 to 50) 50 * 1 mark = 50 marks

1. Members of __________ group include artists, writers, photographers, directors, producers, printers, as well as self employed freelancers and consultants. a. Advertisers b. Vendors c. Advertising agency d. Media

2. Offering some good reasons to the customers to stick on to a particular brand is for ____________. a. Provoking the user b. Expanding the product distribution c. Encouraging the brand preferences d. Reducing the sales cost 3. ___________ initiates the advertising effort by identifying a marketing problem that advertising may solve. a. Advertising agency b. Media c. Consumer d. Advertiser 4. A particular group of consumers thought to be potential customers for the goods and services constitute the ___________.

a. Audience b. Advertiser c. Target market d. Users

5. ___________ is the deliberate attempt to manage the public's perception of a subject. a. Sales promotion b. Personal selling c. Direct marketing d. Publicity 6. Analysis of promotional programme situation includes ___________. a. Competitor analysis b. External and internal analysis c. Personal selling d. Taking measures to control and adjust promotional strategies 7. The purpose of __________ strategy is to work toward the common goal of customer focused marketing. a. Media b. Advertisement c. Integrated marketing communication d. Sales 8. ____________ is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. a. Direct marketing b. Internet marketing c. Personal selling d. Relationship marketing

9. _________ is the study of when, why, how and where people do or do not buy a product or service. a. Integrated Marketing Communication b. Problem recognition c. Consumer behaviour d. Sales promotion

10. Which type of the advertisement message strategy is used by the brand which is the leader and dominant in the industry? a. Pre-emptive b. Generic c. Hyperbole d. Unique selling proposition 11. In which among the following types of advertisement, customer tells about the positive experience with the product? a. Testimonials b. Dramatisation c. Demonstration d. Informative 12. Which among the principles of advertising effectiveness will create an impact on the consumers by repeatedly seeing a specific image? a. Maintaining consistent positioning b. Repeated taglines c. Identifiable selling point d. Maintaining visual consistency 13. ________ appeal aims to focus on the individuals functional or practical needs for particular products and services. a. Emotional b. Rational c. Social d. Political

14. A person who shapes and sculpts the words in an advertisement is called ________. a. Graphic designer b. Copywriter c. Art director d. Advertiser

15. The headline must work in combination with the _________ to stop and grab the readers attention . a. Sound effects b. Music c. Visual d. Body copy 16. Name the characteristics of TV advertisement where the narration of the advertisement is used to describe the content. a. Demonstration b. Story telling c. Inattention d. Emotion 17. __________ includes all elements that readers see in their initial scanning. a. Display copy b. Body copy c. Layout d. Copy sheet 18. __________ is a key element in print advertising. a. Tagline b. Caption c. Headline d. Body copy

19. _________ = [Cost of ad space (absolute cost) / Circulation] x1000 a. Cost Per Thousand b. Daily inch rate c. Cost of commercial time d. Cost per Rating points 20. The goal of the________ is to find the best combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. a. Market analysis b. Media plan c. Media objectives d. Media strategy 21. Which of the following internal factor influences the media strategy? a. Size of the media budget b. Economy c. Changes in technology d. Competitive factors 22. Which of the following form of advertisement is more influential as it is less suspicious compared to advertising? a. Print b. Broadcast c. Planned d. Unplanned 23. Which among the following can be classified as speciality advertising? a. Advertisement in television b. Advertisement in pencils c. Advertisement in newspaper

d. Advertisement in radio

24. _________ advertisements are arranged by subject matter for the convenience of readers and generally do not include headlines or illustrations. a. Retail b. National c. Classifieds d. Reading notices

25. __________ advertisements are situational. a. Print b. Directory c. Radio d. Out-of-home 26. Which among the following is also known as cooperative advertisement? a. Classifieds b. Retail c. National d. Reading notices 27. Which among the following institute researched and revealed that people who viewed advertisements in magazine were 2 percent to 37 percent more likely to purchase the product than the people who viewed the advertisements on TV. a. A.C. Neilson Company b. Stanford Research Institute c. Master of Marketing Research d. Research Methods Institute 28. Which among the following is the oldest established form of advertising?

a. Directory advertising b. Newspaper c. Brand name advertising d. Outdoor advertising 29. ___________ reaches prospects or people who already know they have a need for the product and service a. Brand image advertising b. Directory advertising c. Outdoor advertising d. Retail advertising

30. Which among the following spots are referred as overnight in radio advertising? a. 7pm- 11pm b. 11pm- midnight c. Midnight- 6am d. Midnight- 5am

31. Who among the following are the heaviest users of radio? a. National advertisers b. International advertisers c. Individual advertisers d. Local advertisers 32. __________ allow nonprofit groups and the government a limited number of free spots to promote messages and information for the general safety of the public. a. Advertisers b. Organisations c. Broadcasters d. Copywriters

33. The purchase of _________ provides greater flexibility in selecting markets, individual stations and airtime and adjusting the message for local market conditions. a. Local radio b. National radio c. Spot radio d. Cable radio 34. ___________ is also called as online advertising. a. Television advertising b. Radio advertising c. Internet advertising d. Email advertising 35. Email marketing is a form of ________ which uses electronic mail as a means of communicating commercial or fund-raising messages to audience a. Direct marketing b. Indirect marketing c. Social media marketing d. Channel marketing

36. ___________ is the deliberate attempt to manage the public's perception of a subject. a. Media monitoring b. Publicity c. Public relation d. Marketing 37. If the company does not have the financial capabilities to engage in promotional expenditures, the best way to communicate to these groups is through __________. a. Publicity b. Marketing

c. Advertisements d. Public relations 38. The area which occupies considerable amounts of time for any public relations department is the relationship with the ______. a. Non-profit body b. Media c. Financial group d. Suppliers

39. A _________ consists of a plan that positions a company's brand or product to gain a competitive advantage. a. Media strategy b. Sales strategy c. Operational strategy d. Strategic evaluation 40. Sales Cost of Sales = _______ a. Net profit b. Monopoly profit c. Gross Profit d. Super profit

41. In which among the following era, the audience were able to control when and where the media can reach them? a. Premarketing era b. Mass communication era c. Interactive era d. Research era

42. Which among the following is the first objective of advertisement? a. Desire

b. Attention c. Satisfaction d. Interest

43. Which type of advertisement communicates a message on behalf of some good cause, such as AIDS awareness, preventing child abuse or right to education? a. Nonprofit advertisement b. Public service advertisement c. Institutional advertisement d. Brand advertisement

44. Who among the following assist the advertisers, advertising agencies and the media in creating and placing the advertisements? a. Advertisers b. Vendors c. Advertising agency d. Media

45. Which among the following type of advertisement focuses on establishing a corporate identity or winning the public over to the organisations point of view? a. Business to business advertising b. Local advertising c. Institutional advertising d. Public service advertising

46. In which among the following roles, advertising is seen as a vehicle for helping consumers assess value, through price as well as other information such as quality, location and reputation? a. Marketing b. Societal c. Economical

d. Communication

47. Which among the following message strategies aim to design an advertisement that impacts a persons beliefs or knowledge structure? a. Affective b. Cognitive c. Conative d. Generic

48. Which among the stages of hierarchy-of-effects involves fixing the problems of the product, if it has any? a. Preference b. Liking c. Conviction d. Awareness

49. __________ provides support and details about the product or the current offer. a. Headline b. Subhead line c. Tagline d. Body copy

50. Which among the following elements in the advertisement creation deals with the link between the benefit and personal value of the product? a. Product attributes b. Personal values c. Leverage point d. Consumer benefits

Part B - 2 Mark Questions (Questions 51 to 75)

25 * 2 mark = 50 marks

51. Which among the following is the consumer oriented sales promotion? 1. Price deal 2. Off-invoice discounts 3. Performance incentives 4. Loyal reward program a. Options 1 & 3 b. Options 2 & 4 c. Options 1 & 4 d. Options 2 & 3 52. Consider the below mentioned statements: 1. Primary appeal of advertisements are emotional. 2. Contribution of advertisements to profit is high. State True or False: a. 1-True, 2-True b. 1-False, 2-True c. 1-False, 2-False d. 1-True, 2-False 53. Which among the following is the price based trade promotion? 1. Off-invoice discounts 2. Performance incentives 3. Slotting allowance 4. Promotional allowance a. Options 1 & 2 b. Options 2 & 3 c. Options 1 & 3 c. Options 1 & 4 54. Sales promotion can be broken down into two major categories called ________ and ________.

a. Market oriented, consumer oriented b. Consumer oriented, trade oriented c. Cost oriented, trade oriented d. Market oriented, cost oriented 55. Which among the following are the steps involved in the personal selling process? 1. Approach 2. Prospecting 3. Building product awareness 4. Providing information a. Options 1 & 3 b. Options 2 & 4 c. Options 1 & 2 d. Options 2 & 3 56. Consider the below mentioned statements: 1. Action is a motivation to act and leads towards the next stage. 2. Providing technical advice and assistance to customers is the qualitative objective of personal selling. State True or False: a. 1-True, 2-True b. 1-False, 2-True c. 1-True, 2-False d. 1-False, 2-False 57. Which among the following are the benefits of personal selling from the consumer's point of view? 1. Inform about new products 2. Creates new customers 3. Leads product improvement 4. Give opportunity to put forward the complaints a. Options 1 & 2

b. Options 2 & 3 c. Options 3 & 4 d. Options 1 & 4 58. Consider the below mentioned statements: 1. The pre-approach is the actual contact the sales person has with the prospect. 2. Diligent follow-up lead to uncovering new needs, additional purchases and also referrals and testimonials which can be used as sales tools. State True or False: a. 1-True, 2-True b. 1-False, 2-True c. 1-False, 2-False d. 1-True, 2-False 59. Consider the below mentioned statements: 1. When a company operation is relatively small, it intends to establish sales territory. 2. Sales force is one of the most expensive human resource investments. State True or False: a. 1-True, 2-True b. 1-False, 2-True c. 1-False, 2-False d. 1-True, 2-False 60. Which among the following are the reasons for sales territory? 1. To provide better coverage. 2. To provide quantitative performance standard. 3. To improve customer service. 4. To work out sound compensation plan. a. Options 2 & 4 b. Options 1 & 2

c. Options 3 & 4 d. Options 1 & 3 61. Consider the below mentioned statements: 1. Budget quotas are required to make the sales force perform some other activities which have long term implications on goodwill of the firm. 2. Upselling is a key to success for many businesses. State True or False: a. 1-True, 2-True b. 1-False, 2-True c. 1-False, 2-False d. 1-True, 2-False 62. _______ and __________ of sales territories facilitates matching the selling effort with sales opportunity. a. Design, establishment b. Resources, establishment c. Ideas, information d. Resources, ideas 63. Which among the following type of sales organisation structure is the most commonly used? 1. Line sales organisation 2. Line and staff sales organisation 3. Functional sales organisation 4. Committee sales organisation a. Options 1 & 3 b. Options 2 & 4 c. Options 1 & 2 d. Options 2 & 3 64. Consider the below mentioned statements: 1. Straight salary provides salespeople a secure income 2. Straight salary is related to unit of work.

State True or False: a. 1-True, 2-True b. 1-False, 2-True c. 1-False, 2-False d. 1-True, 2-False 65. Which among the following are the part of evaluation of sales training? 1. Reactions of participants 2. Gaming 3. Change in behaviour 4. Testing a. Options 1 & 2 b. Options 1 & 3 c. Options 3 & 4 d. Options 2 & 4 66. Consider the below mentioned statements: 1. Straight salary provides no financial incentive to salespeople to exert more effort and to improve performance 2. Commission payout is the time when the commissions are paid. State True or False: a. 1-True, 2-True b. 1-False, 2-True c. 1-False, 2-False d. 1-True, 2-False

67. Consider the below mentioned statements: 1. Sales audit involves an analysis of a companys sales in terms of such factors as product, revenue and area. 2. The independent audit divulges new opportunities for growth, training, channel expansion and process improvements. State True or False:

a. 1-True, 2-True b. 1-False, 2-True c. 1-False, 2-False d. 1-True, 2-False 68. Which among the following are aims of sales audit in a sales organisation? 1. To know about the current interest of customers 2. To find out the true and accurate position of sales 3. To find out the strength of the competitor 4. To bring alertness to the organisation a. Options 1 & 4 b. Options 1 & 2 c. Options 1 & 3 d. Options 2 & 4 69. Consider the below mentioned statements: 1. White lies do not affect the trust of the customer. 2. One of the most important responsibilities of sales managers is to evaluate the performance of their sales people. State True or False: a. 1-True, 2-True b. 1-False, 2-True c. 1-False, 2-False d. 1-True, 2-False 70. Which among the following is the purpose of performance evaluation and control of sales people? 1. Improve the sales persons performance by identifying the causes of unsatisfactory performance 2. Improve decisive events into behavioural anchor statements 3. Rate the effectiveness of the behavioural statements 4. Find out their strengths and weaknesses

a. Options 2 & 4 b. Options 1 & 2 c. Options 3 & 4 d. Options 1 & 4

71. Consider the below mentioned statements: 1. Testimonial type of advertisements employ a physician, dentist, engineer or chemist to state the particular brands features and advantages compared to other brands. 2. Dramatisation is similar to the slice-of-life executional framework State True or False: a. 1-False, 2-False b. 1-True, 2-False c. 1-True, 2-True d. 1-False, 2-True

72. Which among the following are the stages in the hierarchy-of-effects model? 1. Awareness 2. Consumer benefits 3. Leverage point 4. Knowledge

a. Options 1 & 4 b. Options 1 & 2 c. Options 1 & 3 d. Options 2 & 3

73. Consider the below mentioned statements: 1. Resonance advertising attempts to connect a product with a consumers experiences to develop stronger ties between the product and the consumer. 2. Generic messages compare the product's attribute with the competition. State True or False: a. 1-True, 2-True b. 1-False, 2-True

c. 1-False, 2-False d. 1-True, 2-False

74. Which among the following are the functions of the headline? 1. Provide smooth transition to the body line 2. Attracts the target market 3. Arouses emotions 4. Contains brand symbol

a. Options 1 & 4 b. Options 1 & 2 c. Options 1 & 3 d. Options 2 & 3

75. Which among the following are the characteristic of radio advertising? 1. Retention 2. Demonstration 3. Call to action 4. Action

a. Options 3 & 4 b. Options 1 & 2 c. Options 1 & 3 d. Option 2 & 3

Part C Answer all the questions 4*10 = 40 marks

76. Define advertisement and explain its major characteristics with examples. What are the various functions of advertising? (Refer to unit 1)

77. What do you understand by the term Integrated Marketing Communication (IMC)? What are the various roles of IMC? (Refer to unit 2)

78. Explain the role of sales force. What are the steps involved in training the sales force? (Refer to unit 13)

79. List the types of analysis for evaluating sales organization. Explain cost analysis and profitability analysis. (Refer to unit 14)