Question 1

To establish a long-term presence in the fitness marketplace,it was necessary for Alden Mills to develop an advertising program that promoted the Perfect Pushup.

Accepted Answer

A) True 
 B)False

Question 2

Questions that company leaders should ask about an ad agency's production capabilities and media purchasing capabilities include each of the following,except:

Accepted Answer

A)  Does the agency buy efficiently? 
B)  Is the agency able to negotiate special rates and publication positions? 
C)  Does the agency routinely get "bumped" by higher-paying firms so ads do not run at highly desirable times? 
D)  Does the agency use a media service company to purchase television time? 
A)  Does the agency buy efficiently? 
B)  Is the agency able to negotiate special rates and publication positions? 
C)  Does the agency routinely get "bumped" by higher-paying firms so ads do not run at highly desirable times? 
D)  Does the agency use a media service company to purchase television time?

Question 3

An advertising appeal is the:

Accepted Answer

A)  key idea or ideas that an advertisement is to convey 
B)  key element in an advertisement that taps into or activates a consumer's personal value system 
C)  design of the advertisement that attracts attention or presents information 
D)  theme that explains how the message will be delivered 
A)  key idea or ideas that an advertisement is to convey 
B)  key element in an advertisement that taps into or activates a consumer's personal value system 
C)  design of the advertisement that attracts attention or presents information 
D)  theme that explains how the message will be delivered

Question 4

Advertising goals are derived from:

Accepted Answer

A)  communications market analysis 
B)  the message theme 
C)  communication objectives 
D)  mission statement of the company 
A)  communications market analysis 
B)  the message theme 
C)  communication objectives 
D)  mission statement of the company

Question 5

Winning a variety of advertising awards for creativity assures a company that the agency can be objective in developing a campaign.

Accepted Answer

A) True 
 B)False

Question 6

A creative pitch by an advertising agency seeking a new client should:

Accepted Answer

A)  reveal how the agency would deal with specific issues in preparing a campaign 
B)  nearly always be presented by a heavy hitter 
C)  be refused because the client company has not clarified its selection criteria 
D)  be the first step in the selection process 
A)  reveal how the agency would deal with specific issues in preparing a campaign 
B)  nearly always be presented by a heavy hitter 
C)  be refused because the client company has not clarified its selection criteria 
D)  be the first step in the selection process

Question 7

In selecting an advertising agency,it is important to assess the agency's production capabilities and media purchasing capabilities,even if these services will not be a part of the contract with the agency.

Accepted Answer

A) True 
 B)False

Question 8

One of the disadvantages of an external advertising agency is that the client company can go "stale" in terms of generating new ideas.

Accepted Answer

A) True 
 B)False

Question 9

The advertising support component of the creative brief includes:

Accepted Answer

A)  media selection and media buys 
B)  the creative brief's constraint component 
C)  the nature of the advertising appeal 
D)  the facts which substantiate a unique selling point 
A)  media selection and media buys 
B)  the creative brief's constraint component 
C)  the nature of the advertising appeal 
D)  the facts which substantiate a unique selling point

Question 10

If a company's leaders decided to use the "whole egg theory," they would:

Accepted Answer

A)  hire a full-service agency 
B)  hire a boutique agency 
C)  retain a media service company to buy media time, but do the creative with free lancers 
D)  utilize different companies for each aspect of the advertising campaign 
A)  hire a full-service agency 
B)  hire a boutique agency 
C)  retain a media service company to buy media time, but do the creative with free lancers 
D)  utilize different companies for each aspect of the advertising campaign

Question 11

When an advertising agency researches and reads about a client before developing the advertising campaign,the process is called:

Accepted Answer

A)  agency selection 
B)  general pre-planning input 
C)  product-specific research 
D)  the major selling idea 
A)  agency selection 
B)  general pre-planning input 
C)  product-specific research 
D)  the major selling idea

Question 12

If an agency has relevant experience in a particular product category,then it will create a conflict of interest.

Accepted Answer

A) True 
 B)False

Question 13

Which situation below would be considered as a conflict of interest in the selection of an advertising agency?

Accepted Answer

A)  the advertising agency is owned by a larger company 
B)  the advertising agency already represents a similar product or company 
C)  the advertising agency outsources creative work 
D)  the creative works for more than one client 
A)  the advertising agency is owned by a larger company 
B)  the advertising agency already represents a similar product or company 
C)  the advertising agency outsources creative work 
D)  the creative works for more than one client

Question 14

In terms of money spent on developing an advertising campaign,a company should spend at least what percent of the money on buying media time or space?

Accepted Answer

A)  25 
B)  40 
C)  50 
D)  75 
A)  25 
B)  40 
C)  50 
D)  75

Question 15

A "left-brain" advertisement is oriented towards emotion and feelings.

Accepted Answer

A) True 
 B)False

Question 16

The "whole egg theory" developed by Young and Rubicam:

Accepted Answer

A)  heavily utilizes boutique agencies 
B)  is only offered to small clients 
C)  is designed to help the client achieve total success 
D)  is a new type of public relations program 
A)  heavily utilizes boutique agencies 
B)  is only offered to small clients 
C)  is designed to help the client achieve total success 
D)  is a new type of public relations program

Question 17

For a creative brief,constraints include all of the following,except:

Accepted Answer

A)  left-brained appeals 
B)  disclaimers 
C)  copyright registrations 
D)  trademarks 
A)  left-brained appeals 
B)  disclaimers 
C)  copyright registrations 
D)  trademarks

Question 18

A top-of-mind brand is the brand that creates the impression that it is the easiest to buy.

Accepted Answer

A) True 
 B)False

Question 19

Qualitative research using methods from sociology often includes the study of mental value systems and personal drives.

Accepted Answer

A) True 
 B)False

Question 20

In developing an advertising campaign,studying the media usage habits of the people in the target market should be part of the:

Accepted Answer

A)  communication market analysis 
B)  advertising planning and research 
C)  pitch made by the agency candidates 
D)  creative brief 
A)  communication market analysis 
B)  advertising planning and research 
C)  pitch made by the agency candidates 
D)  creative brief

To establish a long-term presence in the fitness marketplace,it was necessary for Alden Mills to develop an advertising program that promoted the Perfect Pushup.

Questions that company leaders should ask about an ad agency's production capabilities and media purchasing capabilities include each of the following,except:

An advertising appeal is the:

Advertising goals are derived from:

Winning a variety of advertising awards for creativity assures a company that the agency can be objective in developing a campaign.

A creative pitch by an advertising agency seeking a new client should:

In selecting an advertising agency,it is important to assess the agency's production capabilities and media purchasing capabilities,even if these services will not be a part of the contract with the agency.

One of the disadvantages of an external advertising agency is that the client company can go "stale" in terms of generating new ideas.

The advertising support component of the creative brief includes:

If a company's leaders decided to use the "whole egg theory," they would:

When an advertising agency researches and reads about a client before developing the advertising campaign,the process is called:

If an agency has relevant experience in a particular product category,then it will create a conflict of interest.

Which situation below would be considered as a conflict of interest in the selection of an advertising agency?

In terms of money spent on developing an advertising campaign,a company should spend at least what percent of the money on buying media time or space?

A "left-brain" advertisement is oriented towards emotion and feelings.

The "whole egg theory" developed by Young and Rubicam:

For a creative brief,constraints include all of the following,except:

A top-of-mind brand is the brand that creates the impression that it is the easiest to buy.

Qualitative research using methods from sociology often includes the study of mental value systems and personal drives.

In developing an advertising campaign,studying the media usage habits of the people in the target market should be part of the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 5: Advertising Management

To establish a long-term presence in the fitness marketplace,it was necessary for Alden Mills to develop an advertising program that promoted the Perfect Pushup.

Questions that company leaders should ask about an ad agency's production capabilities and media purchasing capabilities include each of the following,except:

An advertising appeal is the:

Advertising goals are derived from:

Winning a variety of advertising awards for creativity assures a company that the agency can be objective in developing a campaign.

A creative pitch by an advertising agency seeking a new client should:

In selecting an advertising agency,it is important to assess the agency's production capabilities and media purchasing capabilities,even if these services will not be a part of the contract with the agency.

One of the disadvantages of an external advertising agency is that the client company can go "stale" in terms of generating new ideas.

The advertising support component of the creative brief includes:

If a company's leaders decided to use the "whole egg theory," they would:

When an advertising agency researches and reads about a client before developing the advertising campaign,the process is called:

If an agency has relevant experience in a particular product category,then it will create a conflict of interest.

Which situation below would be considered as a conflict of interest in the selection of an advertising agency?

In terms of money spent on developing an advertising campaign,a company should spend at least what percent of the money on buying media time or space?

A "left-brain" advertisement is oriented towards emotion and feelings.

The "whole egg theory" developed by Young and Rubicam:

For a creative brief,constraints include all of the following,except:

A top-of-mind brand is the brand that creates the impression that it is the easiest to buy.

Qualitative research using methods from sociology often includes the study of mental value systems and personal drives.

In developing an advertising campaign,studying the media usage habits of the people in the target market should be part of the:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters