Question 1

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

Accepted Answer

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

Question 2

Within the advertising agency, the voice of the consumer is represented by the:

Accepted Answer

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

Question 3

Persuasion is one of the most common advertising goals.

Accepted Answer

A) True 
 B)False  True

Question 4

If a company wanted to use a boutique agency for developing a special contest or sweepstakes event, who should be contacted?

Accepted Answer

A)  a media service agency 
B)  a consumer promotion agency 
C)  a direct marketing agency 
D)  a trade promotion agency 
A)  a media service agency 
B)  a consumer promotion agency 
C)  a direct marketing agency 
D)  a trade promotion agency

Question 5

A major principle guiding any advertising program should be:

Accepted Answer

A)  personality 
B)  complexity. 
C)  conversation 
D)  consistency 
A)  personality 
B)  complexity. 
C)  conversation 
D)  consistency

Question 6

In terms of the creative brief, legal and mandatory restrictions placed on advertisements are also called constraints.

Accepted Answer

A) True 
 B)False

Question 7

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 8

When an advertising agency is hired, the agency team should immediately seek to understand the client's company, its products, and its customers.

Accepted Answer

A) True 
 B)False

Question 9

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 10

The following are examples of advertising goals, except:

Accepted Answer

A)  building brand image 
B)  defending against lawsuits 
C)  to inform 
D)  to persuade 
A)  building brand image 
B)  defending against lawsuits 
C)  to inform 
D)  to persuade

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

After all other activities have been completed, including selecting the agency, the final step of an advertising management program is to:

Accepted Answer

A)  review the company's activities in light of advertising management 
B)  select an in-house or external advertising agency 
C)  develop an advertising campaign management strategy 
D)  prepare a creative brief 
A)  review the company's activities in light of advertising management 
B)  select an in-house or external advertising agency 
C)  develop an advertising campaign management strategy 
D)  prepare a creative brief

Question 13

Crowdsourcing is the process of outsourcing the production aspect of an advertisement to the public.

Accepted Answer

A) True 
 B)False

Question 14

The account executive normally performs all of the following functions, except:

Accepted Answer

A)  actively seeks new accounts 
B)  serves as a liaison between the client and the agency 
C)  prepares ad copy 
D)  helps define the theme of the overall IMC campaign 
A)  actively seeks new accounts 
B)  serves as a liaison between the client and the agency 
C)  prepares ad copy 
D)  helps define the theme of the overall IMC campaign

Question 15

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 16

A pulsating schedule of advertising:

Accepted Answer

A)  involves continuous advertising with bursts of higher intensity 
B)  involves advertising during certain times of the year with no advertising at other times 
C)  is level throughout the year 
D)  involves alternating levels of advertising from high to low amounts 
A)  involves continuous advertising with bursts of higher intensity 
B)  involves advertising during certain times of the year with no advertising at other times 
C)  is level throughout the year 
D)  involves alternating levels of advertising from high to low amounts

Question 17

When a 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 18

The "Got milk?" campaign emerged after consumers were deprived of milk for a week. What form of advertising 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 19

In selecting an advertising agency, after corporate goals are set, the next step in the process is to:

Accepted Answer

A)  request a creative pitch 
B)  screen an initial list of applicants 
C)  request client references 
D)  select the process to be used and the criteria for selection 
A)  request a creative pitch 
B)  screen an initial list of applicants 
C)  request client references 
D)  select the process to be used and the criteria for selection

Question 20

Using crowdsourcing to develop advertisements includes the following advantages, except:

Accepted Answer

A)  creating buzz surrounding a contest or the consumer-generated ad 
B)  getting consumers involved 
C)  lower costs 
D)  getting ideas from individuals who purchase and use the product 
A)  creating buzz surrounding a contest or the consumer-generated ad 
B)  getting consumers involved 
C)  lower costs 
D)  getting ideas from individuals who purchase and use the product

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

Within the advertising agency, the voice of the consumer is represented by the:

Persuasion is one of the most common advertising goals.

If a company wanted to use a boutique agency for developing a special contest or sweepstakes event, who should be contacted?

A major principle guiding any advertising program should be:

In terms of the creative brief, legal and mandatory restrictions placed on advertisements are also called constraints.

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

When an advertising agency is hired, the agency team should immediately seek to understand the client's company, its products, and its customers.

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

The following are examples of advertising goals, except:

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

After all other activities have been completed, including selecting the agency, the final step of an advertising management program is to:

Crowdsourcing is the process of outsourcing the production aspect of an advertisement to the public.

The account executive normally performs all of the following functions, except:

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.

A pulsating schedule of advertising:

When a 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:

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

In selecting an advertising agency, after corporate goals are set, the next step in the process is to:

Using crowdsourcing to develop advertisements includes the following advantages, except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 5: Advertising Management

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

Within the advertising agency, the voice of the consumer is represented by the:

Persuasion is one of the most common advertising goals.

If a company wanted to use a boutique agency for developing a special contest or sweepstakes event, who should be contacted?

A major principle guiding any advertising program should be:

In terms of the creative brief, legal and mandatory restrictions placed on advertisements are also called constraints.

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

When an advertising agency is hired, the agency team should immediately seek to understand the client's company, its products, and its customers.

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

The following are examples of advertising goals, except:

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

After all other activities have been completed, including selecting the agency, the final step of an advertising management program is to:

Crowdsourcing is the process of outsourcing the production aspect of an advertisement to the public.

The account executive normally performs all of the following functions, except:

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.

A pulsating schedule of advertising:

When a 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:

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

In selecting an advertising agency, after corporate goals are set, the next step in the process is to:

Using crowdsourcing to develop advertisements includes the following advantages, except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters