Question 1

For a creative brief,the target audience information should contain:

Accepted Answer

A)  only basic demographic information, such as gender and age 
B)  information about the users of a particular product 
C)  not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience 
D)  past purchase behavior of every company or consumer that has purchased the product in addition to the demographic information 
A)  only basic demographic information, such as gender and age 
B)  information about the users of a particular product 
C)  not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience 
D)  past purchase behavior of every company or consumer that has purchased the product in addition to the demographic information

Question 2

During the advertising planning and research stage,qualitative research can be used to assist the vendor company and its advertising agency to better understand consumers and why the product is purchased.

Accepted Answer

A) True 
 B)False

Question 3

In terms of advertising allocation,a continuous campaign 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

In the business-to-business 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 performed in-house to prevent competitors from learning about the company's products and communication approach 
D)  identify key new target markets 
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 performed in-house to prevent competitors from learning about the company's products and communication approach 
D)  identify key new target markets

Question 5

Media buys are normally made by:

Accepted Answer

A)  the creative 
B)  the account executive 
C)  the traffic manager 
D)  a media service company 
A)  the creative 
B)  the account executive 
C)  the traffic manager 
D)  a media service company

Question 6

If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich,elite,and distinct,which method would reveal such a trend?

Accepted Answer

A)  product specific research 
B)  personal drive analysis 
C)  assessment of the major selling idea 
D)  a sociological approach assessing social class 
A)  product specific research 
B)  personal drive analysis 
C)  assessment of the major selling idea 
D)  a sociological approach assessing social class

Question 7

A flighting approach to advertising distribution is a year-round level budget method.

Accepted Answer

A) True 
 B)False

Question 8

After reviewing the company's activities in light of advertising management,the second step of an advertising management program is to:

Accepted Answer

A)  choose an advertising agency 
B)  deciding to use either an in-house or external advertising agency 
C)  develop an advertising campaign management strategy 
D)  prepare a creative brief 
A)  choose an advertising agency 
B)  deciding to use either an in-house or external advertising agency 
C)  develop an advertising campaign management strategy 
D)  prepare a creative brief

Question 9

The "Got milk?" campaign emerged after consumers were deprived of milk for a week.What form of research was used to discover the impact of doing without milk?

Accepted Answer

A)  product specific 
B)  market specific 
C)  consumer specific 
D)  quantitative 
A)  product specific 
B)  market specific 
C)  consumer specific 
D)  quantitative

Question 10

A disclaimer warranty typically specifies each of the following,except:

Accepted Answer

A)  the conditions under which a warranty will be honored 
B)  statements about past legal actions regarding the product 
C)  potential hazards associated with products 
D)  the terms of financing agreements, bonuses, and discounts 
A)  the conditions under which a warranty will be honored 
B)  statements about past legal actions regarding the product 
C)  potential hazards associated with products 
D)  the terms of financing agreements, bonuses, and discounts

Question 11

Consistency is ordinarily not a major concern in advertising management.

Accepted Answer

A) True 
 B)False

Question 12

In business-to-business communications,advertising is often the primary promotion method with the other components of the promotional mix,such as trade promotions,consumer promotions,and personal selling supporting the advertising.

Accepted Answer

A) True 
 B)False

Question 13

What roles do advertising account executives play in developing campaigns?

Accepted Answer

The advertising account executive is the

Question 14

Which product is most likely to include a disclaimer warranty?

Accepted Answer

A)  medicine 
B)  shirt 
C)  hammer 
D)  scotch tape 
A)  medicine 
B)  shirt 
C)  hammer 
D)  scotch tape

Question 15

It is important to spell out the major selling idea that will be used in the ad campaign during the advertising planning and research stage.

Accepted Answer

A) True 
 B)False

Question 16

Discovering the major selling idea for a good or service is part of which component of advertising planning and research?

Accepted Answer

A)  agency selection 
B)  general pre-planning input 
C)  product-specific research 
D)  quantitative research 
A)  agency selection 
B)  general pre-planning input 
C)  product-specific research 
D)  quantitative research

Question 17

A "left-brain" advertisement is logical,factual,and rational.

Accepted Answer

A) True 
 B)False

Question 18

An external advertising agency is likely to be more creative in designing ads than an in-house department.

Accepted Answer

A) True 
 B)False

Question 19

Normally every company that asks to be considered for an advertising campaign will prepare a creative pitch as part of the application.

Accepted Answer

A) True 
 B)False

Question 20

The device used to deliver a message in an advertisement is the:

Accepted Answer

A)  message theme 
B)  appeal 
C)  executional framework 
D)  leverage point 
A)  message theme 
B)  appeal 
C)  executional framework 
D)  leverage point

For a creative brief,the target audience information should contain:

During the advertising planning and research stage,qualitative research can be used to assist the vendor company and its advertising agency to better understand consumers and why the product is purchased.

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

In the business-to-business sector,advertising tends to:

Media buys are normally made by:

If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich,elite,and distinct,which method would reveal such a trend?

A flighting approach to advertising distribution is a year-round level budget method.

After reviewing the company's activities in light of advertising management,the second step of an advertising management program is to:

The "Got milk?" campaign emerged after consumers were deprived of milk for a week.What form of research was used to discover the impact of doing without milk?

A disclaimer warranty typically specifies each of the following,except:

Consistency is ordinarily not a major concern in advertising management.

In business-to-business communications,advertising is often the primary promotion method with the other components of the promotional mix,such as trade promotions,consumer promotions,and personal selling supporting the advertising.

What roles do advertising account executives play in developing campaigns?

Which product is most likely to include a disclaimer warranty?

It is important to spell out the major selling idea that will be used in the ad campaign during the advertising planning and research stage.

Discovering the major selling idea for a good or service is part of which component of advertising planning and research?

A "left-brain" advertisement is logical,factual,and rational.

An external advertising agency is likely to be more creative in designing ads than an in-house department.

Normally every company that asks to be considered for an advertising campaign will prepare a creative pitch as part of the application.

The device used to deliver a message in an advertisement is 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

For a creative brief,the target audience information should contain:

During the advertising planning and research stage,qualitative research can be used to assist the vendor company and its advertising agency to better understand consumers and why the product is purchased.

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

In the business-to-business sector,advertising tends to:

Media buys are normally made by:

If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich,elite,and distinct,which method would reveal such a trend?

A flighting approach to advertising distribution is a year-round level budget method.

After reviewing the company's activities in light of advertising management,the second step of an advertising management program is to:

The "Got milk?" campaign emerged after consumers were deprived of milk for a week.What form of research was used to discover the impact of doing without milk?

A disclaimer warranty typically specifies each of the following,except:

Consistency is ordinarily not a major concern in advertising management.

In business-to-business communications,advertising is often the primary promotion method with the other components of the promotional mix,such as trade promotions,consumer promotions,and personal selling supporting the advertising.

What roles do advertising account executives play in developing campaigns?

Which product is most likely to include a disclaimer warranty?

It is important to spell out the major selling idea that will be used in the ad campaign during the advertising planning and research stage.

Discovering the major selling idea for a good or service is part of which component of advertising planning and research?

A "left-brain" advertisement is logical,factual,and rational.

An external advertising agency is likely to be more creative in designing ads than an in-house department.

Normally every company that asks to be considered for an advertising campaign will prepare a creative pitch as part of the application.

The device used to deliver a message in an advertisement is 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