Exam 5: Advertising Management

The leverage point is the:

A pulsating schedule of advertising distribution involves continuous advertising with bursts of higher intensity during specific periods of the year.

An agency representing convenience stores that has previously created ads for a grocery stores would have:

A major principle guiding any advertising program should be:

It is important to visit an agency's office if at all possible in order to meet the actual people who will be working on the account.

Name the steps of advertising campaign management.

In terms of the creative brief,an endorsement by eight out of 10 doctors recommending a product is a form of:

With regard to the account size in determining whether to use an external agency or perform the work in-house,the following statements are true,except:

Qualitative advertising research is typically based on statistics.

The leverage point is how the design of the ad will attract attention or present information to the consumer or business viewing the ad.

In terms of the ad agency personnel,the creative brief is typically prepared by the creatives.

One important decision in advertising management is to choose between an in-house advertising group and an external advertising agency.

The member of an advertising agency who focuses on winning contracts,but will not be involved in doing any of the actual work,is sometimes called a:

The message theme is an outline of the key idea(s)that an advertising program is supposed to convey.

When advertising is combined with other marketing efforts into a larger,more integrated effort revolving around a theme; it is known as a promotional campaign.

One disadvantage of an in-house advertising department is:

An appeal is the key element in the advertisement that taps into,or activates,a consumer's personal value system.

What is a message theme? What does it reflect?

Chemistry is the feeling that an advertising agency and a client company will work well together.

Name and describe the five most common decision variables in the selection of an in-house versus external advertising agency.