A rational message with a strong argument calling for action is known as (A) market sell (B) hard sell (C) soft sell (D) clear sell Correct Ans: (B) Explanation: In advertising, a hard sell refers to a rational, forceful message designed to prompt immediate consumer action. This approach doesn’t waste time with emotional appeal or […]
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The Starch test is applied only to media ads (A) print (B) outdoor (C) broadcast (D) transit Correct Ans: (A) Explanation: The Starch test, developed by Daniel Starch, specifically evaluates the effectiveness of print advertisements. Unlike digital tracking or TV rating systems, this test focuses on how well readers recall ads in newspapers and magazines.
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Image advertising that changes the experience of buying and using a product is identified as (A) Ideal advertising (B) Transformation advertising (C) Experience advertising (D) Trade advertising Correct Ans: (B) Explanation: Transformation advertising (Option B) refers to advertising that changes the consumer’s experience of buying and using a product. Unlike traditional advertising, which focuses on
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Segmentations identified by the appeal of the product to their personal interests are known as: (A) Benefit segmentation (B) Target segmentation (C) Reach segmentation (D) Access segmentation Correct Ans: (A) Explanation: Benefit segmentation (Option A) divides the market based on the specific benefits consumers seek from a product. This approach targets personal interests and needs,
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In a market-oriented media environment, audiences are considered as (A) Planners (B) Consumers (C) Deviants (D) Sellers Correct Ans: (B) Explanation: In a market-oriented media environment, audiences are seen as consumers. This view shapes how media organizations plan their content and advertising strategies. Media companies prioritize attracting and retaining consumers by offering content that meets
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Find out the correct sequence of elements of the hierarchy of effect model. (A) Desire, interest, attention, action (B) Attention, desire, interest, action (C) Attention, interest, desire, action (D) Interest, desire, attention, action Correct Ans: (C) Explanation:The correct sequence of the Hierarchy of Effects Model is Attention, Interest, Desire, Action. This model outlines the stages
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Assertion (A): Advertisements do not yield the desired effect for many brands/products. Reason (R): The pre-tests and pilot tests for advertisements are done in artificial surrounding, hence, the effectiveness cannot be determined. Correct Ans: (B) Explanation:Many brands invest heavily in advertising, expecting it to boost awareness, sales, and loyalty. Yet, not all campaigns deliver the
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A rate of decline in response to advertisements is called (A) Response decay (B) Staggered response (C) Response downturn (D) Response entropy Correct Ans: (A) Explanation Response decay refers to the gradual decline in consumer engagement with advertisements over time. Initially, ads attract attention and generate interest. However, repeated exposure leads to diminishing returns, meaning
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