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QN=1 What is one of the primary advantages of using in-store media?

A. High production cost

B. Reaching shoppers at the place where they buy

C. Low flexibility

D. Limited exposure

B

QN=2 What is market segmentation?

A. Selling the same product in all regions

B. Dividing the market into distinct groups with common need

C. Offering one marketing strategy to everyone

D. Focusing only on price competition

B

QN=3 What does CPM stand for?

A. Cost Per Minute

B. Cost Per Million

C. Cost Per Media

D. Cost Per Thousand

D

QN=4 What is the "big idea" in an advertising campaign?

A. The final slogan

B. The execution method of the ad

C. The central, most powerful theme that unites the campaign

D. The brand's mission statement

C

QN=5 What is the main goal of Integrated Marketing Communications (IMC)?

A. Increase product prices

B. Project a consistent, unified image across all marketing channels

C. Focus only on digital marketing

D. Replace traditional marketing channels

B

QN=6 Media coverage that reaches people who are not potential buyers is often called:

A. Media coverage

B. Evoked coverage

C. Waste coverage

D. Inert coverage

C

QN=7 In the basic communication model, what is the process of transforming the sender's message into thought by the receiver called?

A. Encoding

B. Decoding

C. Feedback

D. Noise

B

QN=8 What is the first stage in the consumer decision-making process?

A. Information search

B. Problem recognition

C. Alternative evaluation

D. Purchase decision

B

QN=9 What is "selective retention"?

A. Focusing only on relevant advertising

B. Remembering only a portion of information after processing it

C. Ignoring irrelevant brand messages

D. Avoiding exposure to certain media

B

QN=10 What process involves selecting, organizing, and interpreting information to create a meaningful view of the world?

A. Attitude formation

B. Motivation

C. Learning

D. Perception

D

QN=11 One major reason for the growing importance of IMC?

A. The need to develop and sustain brand identity and equity

B. Increase in traditional marketing

C. Decrease in competition

D. Increasing manufacturing costs

A

QN=12 What is the primary goal of sales promotion?

A. Increase brand loyalty

B. Build long-term awareness

C. Create an immediate sale

D. Enhance employee morale

C

QN=13 Which execution technique involves a well-known person...?

A. Demonstration

B. Slice of life

C. Testimonial

D. Animation

C

QN= 14 What does a promotional push strategy target?

A. Consumers directly

B. Social media influencers

C. Resellers such as wholesalers and retailers

D. Shareholders and investors

C

QN=15 What is the goal of promotional push strategy?

A. Persuade resellers to stock, merchandise, promote

B. Reduce production costs

C. Build brand via mass media

D. Create consumer demand

A

QN=16 The ad for ELVIVE Total Repair 5... execution styles:

A. Scientific/technical evidence

B. Animation

C. Straight-sell message

D. Slice of life

C

QN17= Which execution style uses a real customer or celebrity to share a personal story?

A. Demonstration

B. Testimonial

C. Slice-of-life

D. Animation

B

QN=18 Corona's "Find Your Beach" campaign is an example of:

A. Humorous ad

B. Rational ad

C. Transformational ad

D. Informational ad

C

QN=19 What type of advertising are the Corona beach campaigns an example of?

A. Humorous ad

B. Rational ad

C. Transformational ad

D. Informational ad

C

QN=20 What is the purpose of a teaser advertisement?

A. Deliver pricing information

B. Show product comparisons

C. Create curiosity or excitement

D. Explain product specs in detail

C

QN=21  What is the primary thesis of the DAGMAR model...?

A. Sales volume should be the primary measure...

B. Advertising should focus solely on...

C. Communications effects are the logical basis...

D. Advertising goals should be defined based on...

C

QN=22  How do magazines offer creative flexibility?

A. Lower rates for ad space

B. Variety of content

C. High-quality visuals and innovative designs

D. Black and white only

C

QN=23 Which radio advertising type provides greater flexibility?

A. Network radio

B. Satellite radio

C. Spot radio

D. Digital radio

C

QN=24 Which objective-setting method is associated with the acronym DAGMAR?

A. Define Advertising Goals for Measured Advertising Results

B. Direct Ad Goals Measured and Reviewed

C. Digital Ad Goals for Market Awareness Reach

D. Determine Advertising Guidelines for Market Analysis and Results

A

QN=25 In media planning, what does 'reach' refer to?

A. The number of times an ad is shown

B. The total cost of an ad campaign

C. The length of time an ad is aired

D. The number of different audience members exposed to a media vehicle

D

QN=26 How is "value" defined in marketing?

A. Market share and reputation

B. Customer's perception of benefits vs. costs

C. Popularity with low cost

D. Company profitability

B

QN=27   What are the two important dimensions of credibility according to communications research?

A. Experience and Appearance

B. Authority and Clarity

C. Expertise and Trustworthiness

D. Knowledge and Persuasiveness

E. Popularity and Influence

C

QN=28 Why might info from personal channels be more persuasive...?

A. Mass media = more personal

B. Personal channels = less credible

C. Personal = lacks flexibility

D. Personal = direct interaction + tailored

D

QN=29 Why is it important for marketers to select a credible and relatable spokesperson?

A. To make the advertisement more expensive

B. To measure the effectiveness of the communication

C. To ensure the communication is understood and positively received by the target audience

D. To use more complex language and symbols

E. To limit the advertising budget

C

QN=30 Which source factor is most likely to affect how consumers respond to advertising?

A. Power, expertise, and trustworthiness

B. Similarity, familiarity, and likability

C. Control, concern, and scrutiny

D. Humor, fear, and logic

B

QN=31 Which of the following is NOT mentioned as a major promotional-mix element?

A. Personal selling

B. Advertising

C. Sales promotion

D. Event marketing

E. Publicity/public relations

D

QN=32  Advantage of using both push and pull strategies?

A. Flexibility to adjust focus by product life cycle

B. Minimize budget

C. Reduce need for market research

D. Ensure consistent messaging

A

QN=33 What are the four traditional elements of the promotional mix?

A. Advertising, sales promotion, publicity/public relations, and personal selling

B. Advertising, digital marketing, publicity/public relations, and personal selling

C. Advertising, digital marketing, public relations, and personal selling

D. Advertising, direct marketing, digital marketing, and personal selling

A

QN=34   What distinguishes nonpersonal channels of communication from personal channels?

A. Nonpersonal channels include methods like e-mail and social media

B. Nonpersonal channels involve direct, face-to-face interaction

C. Nonpersonal channels involve mass media and do not include direct interpersonal contact

D. Nonpersonal channels are only used in local advertising

C

QN=35  NOT a nonpersonal communication channel:

A. Radio ads

B. Face-to-face sales presentations

C. Magazine ads

D. TV commercials

B

QN=36 Purpose of problem detection studies?

A. Evaluate ads

B. Identify product improvements / new development

C. Determine ad budget

D. Analyze market trends

B

QN=37   What is the purpose of a subhead in print ad?

A. Enhance readability and highlight key points

B. Create brand identity

C. Provide visual element

D. Deliver main message

A

QN=38 Which print ad element is used to grab attention first?

A. Layout

B. Subhead

C. Headline

D. Body copy

C

QN=39 What is one argument against measuring advertising effectiveness?

A. It avoids costly mistakes

B. It improves ad efficiency

C. It may involve high costs and time

D. It ensures objectives are achieved

C

QN=40   Which test tracks involuntary responses like pupil dilation and brain waves?

A. On-air test

B. Focus group

C. Physiological measures

D. Recall test

C

QN=41 Which is NOT noise in communication?

A. Distractions during a break

B. Encoding errors

C. Phone distractions

D. A well-designed ad campaign

E. TV signal distortion

D

QN=42 What reduces noise from sender/receiver field differences?

A. Enhance common ground between them

B. Increase message length

C. Use complex encoding

D. Use traditional media

E. Fewer communication channels

A

QN=43 What aspect of communication is emphasized as a major barrier for marketers?

A. The aesthetic design of advertisements

B. Language differences and linguistic nuances

C. Variety of marketing channels

D. Speed of message delivery

B

QN=44 Message structure & persuasiveness:

A. Only relevant in verbal

B. Less likely to persuade

C. Clear/logical = more persuasive

D. Structure has no effect

C

QN=45 Why might an advertiser choose to present the brand name and key selling points early in a short communication message?

A. To increase recall and retention

B. To avoid negative counterarguments

C. To reduce the cost of production

D. To enhance visual appeal

A

QN=46 Guideline for evaluating creative output?

A. Focus on humor

B. Emphasize quantity

C. Prioritize visuals

D. Align with marketing objectives

D

QN=47 Major benefit of having specific IMC objectives?

A. Simplify budgeting

B. Exclude research specialists

C. No documentation

D. Serve as base for coordination and discussion

D

QN=48 What two factors determine advertising creativity?

A. Budget and celebrity endorsement

B. Relevance and divergence

C. Originality and consistency

D. Humor and visual design

B

QN=49 What are the key elements of a creative brief?

A. Market analysis and competitor review

B. Advertising budget and campaign duration

C. Communication objectives and target audience

D. Media selection and scheduling

C

QN=50 What are 2 central determinants of creativity in advertising?

A. Divergence and impact

B. Divergence and relevance

C. Impact and excitement

D. Impact and relevance

B

QN=51 Magazines & newspapers vs. broadcast media:

A. Reach broader audience

B. Allow detailed info at reader's pace

C. More intrusive

D. More cost-effective

B

QN=52 What defines a national newspaper?

A. National circulation + editorial content with nationwide appeal

B. Includes supplements

C. Published weekly

D. Local content

A

QN=53 Role of support media in IMC:

A. Increase social media engagement

B. Deliver communication via nontraditional channels

C. Replace traditional ads

D. Enhance online ads

B

QN=54 Advantage of radio as advertising medium:

A. Visual appeal

B. High production cost

C. Limited reach

D. Flexibility

D

QN=55 How does television create lifelike representations?

A. Through sight and sound

B. Motion and still images

C. Sound alone

D. Text and graphics

A

QN=56 Message structure: avoid placing strong arguments in:

A. Early, late, the middle

B. Early, the middle, late

C. The middle, early, late

D. Early, late, the beginning

D

QN=57  Nielsen ratings use what device?

A. Portable People Meter (PPM)

B. People meter

C. Cume

D. DVR

B

QN=58 What determines ad effectiveness more than words?

A. The impression or image the ad creates

B. Color scheme

C. Word count

D. Length

A

QN=59 "Sweeps period" in media planning?

A. Measures buying power

B. Measures brand development

C. Measures category development

D. Measures TV audience & sets ad rates

D

QN=60 Limitation of TV advertising:

A. Fleeting message

B. Low cost

C. High attention

D. High selectivity

A

QN=61  Maslow -- need for safety/security:

A. Love/belonging

B. Safety needs

C. Self-actualization

D. Physiological

E. Esteem

B

QN=62 Disney #ShareYourEars campaign is an example of:

A. Utilitarian content

B. User-generated content

C. Teaser advertising

D. Reminder advertising

B

QN=63 How marketers benefit from consumer behavior info?

A. Know production cost

B. Align strategy with preferences

C. Analyze competitor prices only

D. Reduce point-of-purchase stimuli

B

QN=64 Which of the following best describes a situation where a purchase decision is made with minimal information and little deliberation?

A. Complex buying behavior

B. Impulse buying

C. Limited problem solving

D. Routine response behavior

B

QN=65 Maslow -- need phải thỏa mãn đầu tiên:

A. Self-actualization

B. Love/belonging

C. Esteem

D. Physiological

E. Safety

D

QN=66 Another name for guerrilla marketing?

A. TV advertising

B. Mainstream marketing

C. Traditional marketing

D. Viral marketing

D

QN=67 Big advantage of digital OOH (DOOH)?

A. Less intrusive

B. Messages can change quickly/often

C. Lower cost

D. More visibility in rural areas

B

QN=68 Which is a form of DOOH media?

A. Video advertising networks

B. Magazine ads

C. Online banner ads

D. Radio commercials

A

QN=69 What is branded entertainment?

A. Celebrity endorsement posts on Instagram

B. Advertising blended into film, TV, or music content

C. Pop-up online video ads

D. Interactive banner ads on gaming sites

B

QN=70 What is the key characteristic of buzz marketing...?

A. Limited to in-person communication

B. Relies solely on traditional media

C. Includes organized efforts to encourage favorable discussion

D. Avoids using social media

C

QN=71.  Disadvantage of transit advertising?

A. Highly selective

B. Only effective in urban areas

C. Limited exposure in rural/suburban areas

D. Too expensive

C

QN=72 What is an advantage of transit advertising?

A. Increase audience mood

B. High reach

C. Limited geographic flexibility

D. High frequency of exposure

B

QN=73.  What factor has reduced transit advertising effectiveness?

A. Poor ad quality

B. Higher ad costs

C. Decline in ridership

D. Competing media

C

QN=74What is one disadvantage of transit advertising?

A. Highly selective

B. Only effective in urban areas

C. Limited exposure in rural/suburban areas

D. Too expensive

C

QN=75  What problem has reduced the effectiveness of transit advertising in recent years?

A. Poor ad quality

B. Higher costs of ad placements

C. Decline in ridership

D. Increase in competing media

C

QN=76.  Why follow media objectives?

A. Increase cost

B. Organize media plan

C. Develop products

D. Reduce ad frequency

B

QN=77John wants to build excitement without showing product → nên dùng ad nào?

A. Emotional ad

B. Teaser ad

C. Transformational ad

D. Informational ad

B

QN=78 Why 15-second spot?

A. Less expensive + broader reach

B. Preferred by viewers

C. Less effective

D. Allows more detail

A

QN=79 What is the primary reason for the decline in commercial length over the past decades?

A. Increased audience selectivity

B. Rising media costs

C. Increase in viewer attention spans

D. Improved production technology

B

QN=80 What is the 'pulsing' method in media scheduling?

A. A method used only for seasonal products

B. A continuous pattern of advertising

C. Intermittent periods of advertising and no advertising

D. A combination of continuity and flighting with increased efforts at times

D

QM=81.  Key to effective ad communication?

A. Creative tactics

B. Creative strategy

C. Ad budget

D. Big idea

D

QN=82  What is a key characteristic of the arbitrary allocation method for setting a budget?

A. It uses historical data to predict future budget needs

B. It is based on comprehensive theoretical and empirical research

C. It involves setting the budget based on what is felt to be necessary without systematic thinking

D. It is grounded in a well-defined set of economic criteria and objectives

C

QN=83 Arbitrary allocation budgeting method means:

A. Based on history

B. Backed by theory

C. Based on intuition without structure

D. Based on economic objectives

C

QN=84 What provides the basis for the development of marketing strategies in a marketing program?

A. Marketing objectives

B. Marketing research

C. Resource allocation

D. Corporate strategy

A

QN=85  What makes a slogan effective in advertising?

A. Complex vocabulary and industry jargon

B. Emotional connection, simplicity, and memorability

C. Long descriptive phrasing

D. Use of acronyms

B

QN=86What is 'classified advertising' in newspapers?

A. Special ads used for government reports

B. Advertisements that use visual devices in addition to copy text

C. Ads are arranged under subheads according to the product or service being advertised

D. Preprinted inserts provided by advertisers

C

QN=87  How are 'classified ads' arranged in newspapers?

A. Special ads for government reports

B. Visual ads with extra formatting

C. Under subheads by product/service type

D. Inserted pages provided by advertisers

C

QN=88 What is the run of paper (ROP) option in newspapers?

A. Advertiser selects front-page placement

B. Newspaper decides where the ad appears

C. Ad runs every day for one week

D. Paper is distributed in multiple languages

B

QN=89 What is spot advertising?

A. Commercials aired during live events only

B. Ads shown nationwide through networks

C. Commercials purchased from individual local stations

D. Endorsements embedded in TV shows

C

QN=90 What is barter syndication?

A. Buying ads only during off-network programs

B. Selling shows to stations in return for commercial time

C. Exchanging local spots for national coverage

D. Swapping ad time with other networks

B

QN=91.  What is the definition of 'reach' in media planning?

A. The number of different actual audience members exposed at least once to a media vehicle in a specified period

B. The number of different potential audience members exposed at least once

C. The number of different actual audience members exposed at least twice

D. The number of different potential audience members exposed at least twice

A

QN=92 What is a key benefit of using promotional products for advertising?

A. They offer broad geographic coverage

B. They are always free for consumers

C. They can replace other forms of advertising

D. They generate goodwill in the receiver

D

QN=93  What term describes the number of different people exposed to a media vehicle at least once?

A. Frequency

B. Coverage

C. Rating

D. Reach

D

QN=94 What does GRP stand for in media measurement?

A. General Rating Profile

B. Gross Reach Program

C. Gross Ratings Points

D. General Reach Percentage

C

QN=95 What does the term target CPM (TCPM) refer to?

A. Cost of production

B. Cost per thousand impressions within the target audience

C. Cost per message

D. Cost per million views

B

QN=96.  A key advantage of branded entertainment?

A. Limited exposure

B. Bypassing advertising regulations

C. High absolute cost

D. Negative public reaction

B

QN=97  Which media category is controlled by the company and includes websites, blogs, and social media accounts?

A. Paid media

B. Owned media

C. Earned media

D. Shared media

B

QN=98 What is retargeting in online advertising?

A. Updating product features

B. Showing ads after a purchase

C. Serving ads to users after they visit a site but don't convert

D. Using paid influencers

C

QN=99  Which platform is best known for high visual engagement and micro-influencer marketing?

A. LinkedIn

B. Instagram

C. Twitter

D. Reddit

B

QN=100 What is a key advantage of using the Internet in IMC?

A. Limited exposure

B. One-way communication only

C. Targeted marketing and interactivity

D. Fixed media costs

C