Question 1

In terms of the 75/15/10 rule,75 percent of the money spent on advertising should be spent for media buys.

Accepted Answer

A) True 
 B)False

Question 2

The key go-between for the advertising agency and a client company is usually the:

Accepted Answer

A)  account executive 
B)  creative 
C)  media planner 
D)  traffic manager 
A)  account executive 
B)  creative 
C)  media planner 
D)  traffic manager

Question 3

In terms of advertising allocation,a pulsating schedule is best for products that have:

Accepted Answer

A)  steady sales throughout the year 
B)  peak seasons but do sell throughout the entire year 
C)  peak seasons at certain times in the year and are not purchased at all during other times of the year 
D)  a high level of fluctuating demand 
A)  steady sales throughout the year 
B)  peak seasons but do sell throughout the entire year 
C)  peak seasons at certain times in the year and are not purchased at all during other times of the year 
D)  a high level of fluctuating demand

Question 4

The final step in managing an advertising campaign is to select the media that will be used.

Accepted Answer

A) True 
 B)False

Question 5

Describe the work of the creative in creating an advertising campaign.

Accepted Answer

Creatives are the pe

Question 6

In deciding between an external advertising agency and creating advertisements in-house,each of the following variables should be considered,except:

Accepted Answer

A)  the objectivity factor 
B)  the spokesperson factor 
C)  the complexity of the product 
D)  the creativity issue 
A)  the objectivity factor 
B)  the spokesperson factor 
C)  the complexity of the product 
D)  the creativity issue

Question 7

The first step in preparing a creative brief is to identify the target audience of the ad.

Accepted Answer

A) True 
 B)False

Question 8

A boutique-type advertising agency:

Accepted Answer

A)  is the largest form of agency 
B)  is designed to handle smaller accounts 
C)  serves in-house clients 
D)  offers one specialized service or works with one type of client 
A)  is the largest form of agency 
B)  is designed to handle smaller accounts 
C)  serves in-house clients 
D)  offers one specialized service or works with one type of client

Question 9

In terms of selecting an advertising agency,requesting client references should occur before the initial list of applicants is screened,since the client list can be used to eliminate agencies where there is a conflict of interest.

Accepted Answer

A) True 
 B)False

Question 10

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

Accepted Answer

A)  message theme 
B)  advertising management program 
C)  executional framework 
D)  communication analysis 
A)  message theme 
B)  advertising management program 
C)  executional framework 
D)  communication analysis

Question 11

Reference requests are not usually made during the selection of an advertising agency,especially for finalist companies.

Accepted Answer

A) True 
 B)False

Question 12

A primary reason for the success of the Perfect Pushup developed by Alden Mills was the buzz marketing that resulted from its initial introduction.

Accepted Answer

A) True 
 B)False

Question 13

An advertising account executive is the key go-between for the advertising agency and the client company.

Accepted Answer

A) True 
 B)False

Question 14

Providing information in an advertisement is most useful in the business-to-business buying situation when members of the buying center are in the information search stage of the purchasing process.

Accepted Answer

A) True 
 B)False

Question 15

The following are evaluation criteria that should be considered in selecting an advertising agency,except:

Accepted Answer

A)  creative reputation and capabilities 
B)  industry regulations 
C)  production capabilities 
D)  media purchasing capabilities 
A)  creative reputation and capabilities 
B)  industry regulations 
C)  production capabilities 
D)  media purchasing capabilities

Question 16

Personal chemistry is a selection factor that should:

Accepted Answer

A)  be examined early in the selection process 
B)  never affect the choice, which should only be made rationally 
C)  determine if an in-house agency should be chosen 
D)  be considered in the final stages of selection 
A)  be examined early in the selection process 
B)  never affect the choice, which should only be made rationally 
C)  determine if an in-house agency should be chosen 
D)  be considered in the final stages of selection

Question 17

A media service company negotiates and purchases media packages,which are also known as media buys.

Accepted Answer

A) True 
 B)False

Question 18

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of advertising planning and research program?

Accepted Answer

A)  product specific research 
B)  direct observation (anthropology) 
C)  mood assessment techniques 
D)  a personal drive analysis approach 
A)  product specific research 
B)  direct observation (anthropology) 
C)  mood assessment techniques 
D)  a personal drive analysis approach

Question 19

In terms of advertising allocation,a flighting schedule is best for products that have:

Accepted Answer

A)  steady sales throughout the year 
B)  peak seasons but do sell throughout the entire year 
C)  peak seasons at certain times in the year and are not purchased at all during other times of the year 
D)  a high level of fluctuating demand 
A)  steady sales throughout the year 
B)  peak seasons but do sell throughout the entire year 
C)  peak seasons at certain times in the year and are not purchased at all during other times of the year 
D)  a high level of fluctuating demand

Question 20

When an advertising agency uses a heavy hitter to solicit an account,the agency is utilizing:

Accepted Answer

A)  the creatives who will actually be working on the account 
B)  a corporate executive 
C)  all of the personnel who will be working on the account 
D)  agency personnel trained to sell their services 
A)  the creatives who will actually be working on the account 
B)  a corporate executive 
C)  all of the personnel who will be working on the account 
D)  agency personnel trained to sell their services

In terms of the 75/15/10 rule,75 percent of the money spent on advertising should be spent for media buys.

The key go-between for the advertising agency and a client company is usually the:

In terms of advertising allocation,a pulsating schedule is best for products that have:

The final step in managing an advertising campaign is to select the media that will be used.

Describe the work of the creative in creating an advertising campaign.

In deciding between an external advertising agency and creating advertisements in-house,each of the following variables should be considered,except:

The first step in preparing a creative brief is to identify the target audience of the ad.

A boutique-type advertising agency:

In terms of selecting an advertising agency,requesting client references should occur before the initial list of applicants is screened,since the client list can be used to eliminate agencies where there is a conflict of interest.

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

Reference requests are not usually made during the selection of an advertising agency,especially for finalist companies.

A primary reason for the success of the Perfect Pushup developed by Alden Mills was the buzz marketing that resulted from its initial introduction.

An advertising account executive is the key go-between for the advertising agency and the client company.

Providing information in an advertisement is most useful in the business-to-business buying situation when members of the buying center are in the information search stage of the purchasing process.

The following are evaluation criteria that should be considered in selecting an advertising agency,except:

Personal chemistry is a selection factor that should:

A media service company negotiates and purchases media packages,which are also known as media buys.

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of advertising planning and research program?

In terms of advertising allocation,a flighting schedule is best for products that have:

When an advertising agency uses a heavy hitter to solicit an account,the agency is utilizing:

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

In terms of the 75/15/10 rule,75 percent of the money spent on advertising should be spent for media buys.

The key go-between for the advertising agency and a client company is usually the:

In terms of advertising allocation,a pulsating schedule is best for products that have:

The final step in managing an advertising campaign is to select the media that will be used.

Describe the work of the creative in creating an advertising campaign.

In deciding between an external advertising agency and creating advertisements in-house,each of the following variables should be considered,except:

The first step in preparing a creative brief is to identify the target audience of the ad.

A boutique-type advertising agency:

In terms of selecting an advertising agency,requesting client references should occur before the initial list of applicants is screened,since the client list can be used to eliminate agencies where there is a conflict of interest.

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

Reference requests are not usually made during the selection of an advertising agency,especially for finalist companies.

A primary reason for the success of the Perfect Pushup developed by Alden Mills was the buzz marketing that resulted from its initial introduction.

An advertising account executive is the key go-between for the advertising agency and the client company.

Providing information in an advertisement is most useful in the business-to-business buying situation when members of the buying center are in the information search stage of the purchasing process.

The following are evaluation criteria that should be considered in selecting an advertising agency,except:

Personal chemistry is a selection factor that should:

A media service company negotiates and purchases media packages,which are also known as media buys.

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of advertising planning and research program?

In terms of advertising allocation,a flighting schedule is best for products that have:

When an advertising agency uses a heavy hitter to solicit an account,the agency is utilizing:

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