Question 1

An advertising account executive is the person who actually develops and produces the advertisement.

Accepted Answer

A) True 
 B)False

Question 2

The following are components of a creative brief,except:

Accepted Answer

A)  stating which media will be used in the campaign 
B)  the objective of the campaign 
C)  the target market for the campaign 
D)  outlining the message theme 
A)  stating which media will be used in the campaign 
B)  the objective of the campaign 
C)  the target market for the campaign 
D)  outlining the message theme

Question 3

The person who develops and produces the actual advertisement is the:

Accepted Answer

A)  account executive 
B)  creative 
C)  media buyer 
D)  media planner 
A)  account executive 
B)  creative 
C)  media buyer 
D)  media planner

Question 4

Building a strong global brand and corporate image is one of the most important advertising goals.

Accepted Answer

A) True 
 B)False

Question 5

Advertising management is the process of preparing and integrating a company's advertising efforts with the overall IMC message.

Accepted Answer

A) True 
 B)False

Question 6

In preparing a creative brief,the only information that is needed in terms of the target audience is demographic characteristics.The creative can research the other information as he or she designs the ad.

Accepted Answer

A) True 
 B)False

Question 7

Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.

Accepted Answer

A) True 
 B)False

Question 8

Qualitative research using methods from anthropology often includes direct observation of consumer behaviors or activities.

Accepted Answer

A) True 
 B)False

Question 9

The average consumer sees about how many advertisements per day?

Accepted Answer

A)  100 
B)  300 
C)  600 
D)  1,000 
A)  100 
B)  300 
C)  600 
D)  1,000

Question 10

In choosing an advertising agency,Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand.What do people in the advertising industry call this process?

Accepted Answer

A)  unique selling proposition presentation 
B)  shootout 
C)  creative exposure 
D)  creative presentation 
A)  unique selling proposition presentation 
B)  shootout 
C)  creative exposure 
D)  creative presentation

Question 11

In terms of selecting an advertising agency,company leaders at Atco Electronics do not have a clear idea of what they want to accomplish and therefore disagree as to what type of agency should be hired.This situation occurred because the company failed to:

Accepted Answer

A)  develop selection criteria to be used in the ad selection process 
B)  set goals before starting their search for an agency 
C)  solicit client references before discussing what type of agency they want 
D)  ask for a creative pitch 
A)  develop selection criteria to be used in the ad selection process 
B)  set goals before starting their search for an agency 
C)  solicit client references before discussing what type of agency they want 
D)  ask for a creative pitch

Question 12

A stewardship report is an update on the work performed on an advertising campaign and is prepared by the advertising agency.

Accepted Answer

A) True 
 B)False

Question 13

When an television advertisement makes a special offer on a piece of luggage,encouraging viewers to call a toll-free number to take advantage of the special,the ad is designed to meet the goal of:

Accepted Answer

A)  building brand image 
B)  informing 
C)  persuading 
D)  encouraging action 
A)  building brand image 
B)  informing 
C)  persuading 
D)  encouraging action

Question 14

Successful brands have two characteristics: top-of-mind and top-choice.

Accepted Answer

A) True 
 B)False

Question 15

When the majority of a company's advertising budget is spent on media buys,rather than producing the advertisement,the company should be inclined to do the work in-house.

Accepted Answer

A) True 
 B)False

Question 16

In selecting an advertising agency,client references should not be requested until each of the following have been completed,except:

Accepted Answer

A)  set goals 
B)  screen initial list of applicants 
C)  reduce the list to two or three viable candidates 
D)  select the process to be used and the criteria for selection 
A)  set goals 
B)  screen initial list of applicants 
C)  reduce the list to two or three viable candidates 
D)  select the process to be used and the criteria for selection

Question 17

In terms of the communications budget schedule,diet services,such as Jenny Craig and Weight Watchers,would ordinarily use:

Accepted Answer

A)  continuous advertising schedules 
B)  a pulsating schedule 
C)  a derivative advertising schedule 
D)  a flighting schedule 
A)  continuous advertising schedules 
B)  a pulsating schedule 
C)  a derivative advertising schedule 
D)  a flighting schedule

Question 18

The first step in selecting an advertising agency is to set and prioritize goals.

Accepted Answer

A) True 
 B)False

Question 19

In the consumer sector,advertising tends to:

Accepted Answer

A)  support other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows 
B)  be the primary vehicle for communicating to customers 
C)  be done in-house to prevent competitors from learning about the company's products and communication approach 
D)  be used to support consumer promotions and personal selling efforts 
A)  support other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows 
B)  be the primary vehicle for communicating to customers 
C)  be done in-house to prevent competitors from learning about the company's products and communication approach 
D)  be used to support consumer promotions and personal selling efforts

Question 20

For Alden Mill's Perfect Pushup,long-term presence in the fitness industry was developed through:

Accepted Answer

A)  buzz generated when Alden Mill was a guest on various television news and talk shows 
B)  infomercials 
C)  guerrilla marketing 
D)  an advertising campaign 
A)  buzz generated when Alden Mill was a guest on various television news and talk shows 
B)  infomercials 
C)  guerrilla marketing 
D)  an advertising campaign

An advertising account executive is the person who actually develops and produces the advertisement.

The following are components of a creative brief,except:

The person who develops and produces the actual advertisement is the:

Building a strong global brand and corporate image is one of the most important advertising goals.

Advertising management is the process of preparing and integrating a company's advertising efforts with the overall IMC message.

In preparing a creative brief,the only information that is needed in terms of the target audience is demographic characteristics.The creative can research the other information as he or she designs the ad.

Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.

Qualitative research using methods from anthropology often includes direct observation of consumer behaviors or activities.

The average consumer sees about how many advertisements per day?

In choosing an advertising agency,Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand.What do people in the advertising industry call this process?

In terms of selecting an advertising agency,company leaders at Atco Electronics do not have a clear idea of what they want to accomplish and therefore disagree as to what type of agency should be hired.This situation occurred because the company failed to:

A stewardship report is an update on the work performed on an advertising campaign and is prepared by the advertising agency.

When an television advertisement makes a special offer on a piece of luggage,encouraging viewers to call a toll-free number to take advantage of the special,the ad is designed to meet the goal of:

Successful brands have two characteristics: top-of-mind and top-choice.

When the majority of a company's advertising budget is spent on media buys,rather than producing the advertisement,the company should be inclined to do the work in-house.

In selecting an advertising agency,client references should not be requested until each of the following have been completed,except:

In terms of the communications budget schedule,diet services,such as Jenny Craig and Weight Watchers,would ordinarily use:

The first step in selecting an advertising agency is to set and prioritize goals.

In the consumer sector,advertising tends to:

For Alden Mill's Perfect Pushup,long-term presence in the fitness industry was developed through:

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

An advertising account executive is the person who actually develops and produces the advertisement.

The following are components of a creative brief,except:

The person who develops and produces the actual advertisement is the:

Building a strong global brand and corporate image is one of the most important advertising goals.

Advertising management is the process of preparing and integrating a company's advertising efforts with the overall IMC message.

In preparing a creative brief,the only information that is needed in terms of the target audience is demographic characteristics.The creative can research the other information as he or she designs the ad.

Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.

Qualitative research using methods from anthropology often includes direct observation of consumer behaviors or activities.

The average consumer sees about how many advertisements per day?

In choosing an advertising agency,Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand.What do people in the advertising industry call this process?

In terms of selecting an advertising agency,company leaders at Atco Electronics do not have a clear idea of what they want to accomplish and therefore disagree as to what type of agency should be hired.This situation occurred because the company failed to:

A stewardship report is an update on the work performed on an advertising campaign and is prepared by the advertising agency.

When an television advertisement makes a special offer on a piece of luggage,encouraging viewers to call a toll-free number to take advantage of the special,the ad is designed to meet the goal of:

Successful brands have two characteristics: top-of-mind and top-choice.

When the majority of a company's advertising budget is spent on media buys,rather than producing the advertisement,the company should be inclined to do the work in-house.

In selecting an advertising agency,client references should not be requested until each of the following have been completed,except:

In terms of the communications budget schedule,diet services,such as Jenny Craig and Weight Watchers,would ordinarily use:

The first step in selecting an advertising agency is to set and prioritize goals.

In the consumer sector,advertising tends to:

For Alden Mill's Perfect Pushup,long-term presence in the fitness industry was developed through:

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