Question 1

An advertising plan should be a direct extension of a firm's marketing plan.

Accepted Answer

A) True 
 B)False

Question 2

The only budgeting method that specifically relates spending to goals is the:

Accepted Answer

A) share-of-market approach. 
B) percentage-of-sales approach. 
C) objective-and-task approach. 
D) share-of-voice approach. 
A) share-of-market approach. 
B) percentage-of-sales approach. 
C) objective-and-task approach. 
D) share-of-voice approach.

Question 3

is the tendency to view and value things from the perspective of one's own culture.

Accepted Answer

A) Cultural relativism 
B) Allophilia 
C) Endogamy 
D) Ethnocentrism 
A) Cultural relativism 
B) Allophilia 
C) Endogamy 
D) Ethnocentrism

Question 4

A historical background is a key element in an advertising plan, one that should include the history of all main players, the industry, the brand, and the corporate culture.

Accepted Answer

A) True 
 B)False

Question 5

Most marketers rely heavily on the expertise of an advertising agency.

Accepted Answer

A) True 
 B)False

Question 6

The account executive in charge of promoting a new perfumed bath soap for women is not expecting a sudden attachment and loyalty to the product-though that would be nice-but realistically, she would like women to at least buy it once and see how they like it.Which of the following is more likely to be her objective?

Accepted Answer

A) Purchase intent 
B) Trial usage 
C) Repeat purchase 
D) Build-up purchase 
A) Purchase intent 
B) Trial usage 
C) Repeat purchase 
D) Build-up purchase

Question 7

Scenario 8-2
Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse.It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years.Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet.It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.
Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows.As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost.Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time.And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow.
Information updated for 2011, based on the following initial articles:
(David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online, February 13, 2002.)
(Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online, January 5, 2005.)
-(Scenario 8-2) Like many firms, Amazon has refined its priorities over the years.Many firms begin by setting as their advertising objective something that is often disputed by communications-oriented marketers.They choose as their primary advertising objective.

Accepted Answer

A) stimulating trial use 
B) boosting sales 
C) establishing brand recall 
D) identifying purchase intent 
A) stimulating trial use 
B) boosting sales 
C) establishing brand recall 
D) identifying purchase intent

Question 8

Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided to own your own business.You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years.He sells the store and all the inventory, with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found.You buy the store and begin to create your ad plan.
-(Scenario 8-3) Your goals are very important at this stage, and you want to avoid budgeting methods that neglect to consider goals.This means that you can cross off one approach that is notorious for failing to relate advertising dollars to advertising objectives, and since you have no past records, this method would be impossible to implement anyway.Which of the following methods is this?

Accepted Answer

A) share-of-market approach 
B) share-of-voice approach 
C) percentage-of-sales approach 
D) objective-and-task approach 
A) share-of-market approach 
B) share-of-voice approach 
C) percentage-of-sales approach 
D) objective-and-task approach

Question 9

What is the first step in implementing the objective-and-task approach?

Accepted Answer

A) Identifying last year's sales 
B) Determining costs based on a build-up analysis 
C) Comparing expenditures against industry benchmarks 
D) Calculating a marginal analysis 
A) Identifying last year's sales 
B) Determining costs based on a build-up analysis 
C) Comparing expenditures against industry benchmarks 
D) Calculating a marginal analysis

Question 10

Apple used a wide array of options to create interest and communicate the value proposition for its brands like the iPad and iPhone.Which of the following would NOT be included in Apple's advertising plan?

Accepted Answer

A) Billboard ads 
B) Manufacturing schedule 
C) Product placement 
D) Promotional events 
A) Billboard ads 
B) Manufacturing schedule 
C) Product placement 
D) Promotional events

Question 11

Looking ahead to an expanding demand for burial plots as the huge population of baby boomers ages, the owner of a cemetery on the outskirts of a city hires an agency to create a sophisticated ad campaign.In knowing its current users and predicting its future users, the cemetery owner is identifying the factors on the demand side of the sales equation.In the advertising plan, this information

Accepted Answer

A) should be explained in the industry analysis. 
B) can be listed as an objective. 
C) should be noted in the market analysis. 
D) belongs in the evaluation section. 
A) should be explained in the industry analysis. 
B) can be listed as an objective. 
C) should be noted in the market analysis. 
D) belongs in the evaluation section.

Question 12

Like many companies today, a young but growing electronics retailer knows it needs help.If it is like most clients, in what two areas does it need the most help from an ad agency?

Accepted Answer

A) Creating value for the product, and setting objectives 
B) Integrating the brand within the media, and generating new ideas 
C) Defining the product, and creating brand awareness 
D) Creating the budget, and writing the copy 
A) Creating value for the product, and setting objectives 
B) Integrating the brand within the media, and generating new ideas 
C) Defining the product, and creating brand awareness 
D) Creating the budget, and writing the copy

Question 13

Define the terms: brand awareness, top-of-the-mind awareness, purchase intent, trial usage, repeat purchase, and brand switching.Choose two of these concepts and give real-life examples.

Accepted Answer

Brand awareness is an indicator of consu

Question 14

The industry analysis and market analysis work together to form part of the overall situation analysis.The industry analysis focuses on and the market analysis focuses on .

Accepted Answer

A) consumers; competitors 
B) brand; product 
C) supply; demand 
D) objectives; tasks 
A) consumers; competitors 
B) brand; product 
C) supply; demand 
D) objectives; tasks

Question 15

Costs associated with advertising to the trade and specialized research unique to the campaign are prominent examples of .

Accepted Answer

A) principal finances 
B) ancillary costs 
C) major finances 
D) primary costs 
A) principal finances 
B) ancillary costs 
C) major finances 
D) primary costs

Question 16

One big problem with marketers who rely on a share-of-voice budget plan is that they assume, often wrongly, that:

Accepted Answer

A) their competition doesn't know how to allocate its advertising dollars. 
B) their sales figures should automatically dictate their advertising figures. 
C) they know how much competitors are really spending. 
D) their ad is distinct, unique, and superior among all others in the field. 
A) their competition doesn't know how to allocate its advertising dollars. 
B) their sales figures should automatically dictate their advertising figures. 
C) they know how much competitors are really spending. 
D) their ad is distinct, unique, and superior among all others in the field.

Question 17

A young man heads the marketing team for a national electronics retailer.He has before him the task of drafting the ad plan for the company.From a long list of situational factors, which of the following is more likely to be the single most important one for him to consider?

Accepted Answer

A) Projected industry growth 
B) Advertising spending by competitors 
C) Basic demographic trends 
D) Economic and regulatory restrictions 
A) Projected industry growth 
B) Advertising spending by competitors 
C) Basic demographic trends 
D) Economic and regulatory restrictions

Question 18

Ethnocentrism is the tendency to view and value things from the perspective of another individual's culture.

Accepted Answer

A) True 
 B)False

Question 19

Scenario 8-1
You are owner of a 15-person advertising agency in a major market.You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise.If you land the account, it will be your biggest revenue producer by far.You'll be able to staff up, move to a nicer space, and buy some decent office furniture.It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day.Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself.
-(Scenario 8-1) It is ultimately decided that the ad budget will base spending on what needs to be accomplished from a communications standpoint.This would be the:

Accepted Answer

A) objective-and-task approach. 
B) percentage-of-sales approach. 
C) share-of-voice approach. 
D) response model approach. 
A) objective-and-task approach. 
B) percentage-of-sales approach. 
C) share-of-voice approach. 
D) response model approach.

Question 20

Scenario 8-2
Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse.It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years.Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet.It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.
Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows.As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost.Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time.And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow.
Information updated for 2011, based on the following initial articles:
(David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online, February 13, 2002.)
(Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online, January 5, 2005.)
-(Scenario 8-2) Amazon was one of the first online retailers to launch advanced technology to track consumer visits and suggest products whenever they returned to the site.This ability to find out what customers have bought in the past, and project that they will buy similar items in the future, has been a key factor underlying Amazon's strategy and growth.When Amazon asks customers if they plan on buying certain products in the future, it is measuring

Accepted Answer

A) share of market. 
B) brand awareness. 
C) share of voice. 
D) purchase intent. 
A) share of market. 
B) brand awareness. 
C) share of voice. 
D) purchase intent.

An advertising plan should be a direct extension of a firm's marketing plan.

The only budgeting method that specifically relates spending to goals is the:

is the tendency to view and value things from the perspective of one's own culture.

A historical background is a key element in an advertising plan, one that should include the history of all main players, the industry, the brand, and the corporate culture.

Most marketers rely heavily on the expertise of an advertising agency.

What is the first step in implementing the objective-and-task approach?

Apple used a wide array of options to create interest and communicate the value proposition for its brands like the iPad and iPhone.Which of the following would NOT be included in Apple's advertising plan?

Like many companies today, a young but growing electronics retailer knows it needs help.If it is like most clients, in what two areas does it need the most help from an ad agency?

Define the terms: brand awareness, top-of-the-mind awareness, purchase intent, trial usage, repeat purchase, and brand switching.Choose two of these concepts and give real-life examples.

The industry analysis and market analysis work together to form part of the overall situation analysis.The industry analysis focuses on and the market analysis focuses on .

Costs associated with advertising to the trade and specialized research unique to the campaign are prominent examples of .

One big problem with marketers who rely on a share-of-voice budget plan is that they assume, often wrongly, that:

A young man heads the marketing team for a national electronics retailer.He has before him the task of drafting the ad plan for the company.From a long list of situational factors, which of the following is more likely to be the single most important one for him to consider?

Ethnocentrism is the tendency to view and value things from the perspective of another individual's culture.

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters

Exam 8: Planning Advertising and Integrated Brand Promotion

An advertising plan should be a direct extension of a firm's marketing plan.

The only budgeting method that specifically relates spending to goals is the:

is the tendency to view and value things from the perspective of one's own culture.

A historical background is a key element in an advertising plan, one that should include the history of all main players, the industry, the brand, and the corporate culture.

Most marketers rely heavily on the expertise of an advertising agency.

What is the first step in implementing the objective-and-task approach?

Apple used a wide array of options to create interest and communicate the value proposition for its brands like the iPad and iPhone.Which of the following would NOT be included in Apple's advertising plan?

Like many companies today, a young but growing electronics retailer knows it needs help.If it is like most clients, in what two areas does it need the most help from an ad agency?

Define the terms: brand awareness, top-of-the-mind awareness, purchase intent, trial usage, repeat purchase, and brand switching.Choose two of these concepts and give real-life examples.

The industry analysis and market analysis work together to form part of the overall situation analysis.The industry analysis focuses on and the market analysis focuses on .

Costs associated with advertising to the trade and specialized research unique to the campaign are prominent examples of .

One big problem with marketers who rely on a share-of-voice budget plan is that they assume, often wrongly, that:

A young man heads the marketing team for a national electronics retailer.He has before him the task of drafting the ad plan for the company.From a long list of situational factors, which of the following is more likely to be the single most important one for him to consider?

Ethnocentrism is the tendency to view and value things from the perspective of another individual's culture.

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters