Question 1

When conducting qualitative research during advertising research, each of the following perspectives are typically used, except:

Accepted Answer

A)  anthropology 
B)  sociology 
C)  psychology 
D)  statistics 
A)  anthropology 
B)  sociology 
C)  psychology 
D)  statistics

Question 2

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 3

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:

Accepted Answer

A)  a small account is not usually attractive to a large agency 
B)  if 75% of the money cannot be used to buy media time and space, it is better to perform the work in-house 
C)  if the agency charges more than 25% of the money to design and create the ads, then the account is too small to use an external agency 
D)  a small agency is not a viable choice, even for a small account, because the agency will lack the necessary resources to do the work 
A)  a small account is not usually attractive to a large agency 
B)  if 75% of the money cannot be used to buy media time and space, it is better to perform the work in-house 
C)  if the agency charges more than 25% of the money to design and create the ads, then the account is too small to use an external agency 
D)  a small agency is not a viable choice, even for a small account, because the agency will lack the necessary resources to do the work

Question 4

If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.

Accepted Answer

A) True 
 B)False

Question 5

Building a strong global brand and corporate image is an important advertising goal.

Accepted Answer

A) True 
 B)False

Question 6

Contrast the advantages of using an in-house advertising or marketing department to hiring an external advertising agency.

Accepted Answer

An in-house department has the advantage

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

A customer who buys Coke and Dr. Pepper all the time, and no other brands, holds these two products as:

Accepted Answer

A)  quality brands 
B)  price brands 
C)  top-choice brands 
D)  continuous choices 
A)  quality brands 
B)  price brands 
C)  top-choice brands 
D)  continuous choices

Question 9

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

Accepted Answer

A)  product-specific research approach 
B)  psychological approach 
C)  sociological approach 
D)  anthropological approach 
A)  product-specific research approach 
B)  psychological approach 
C)  sociological approach 
D)  anthropological approach

Question 10

Selecting the appropriate media requires an understanding of the media-usage habits of the company's target market and then matching that information with the profile of each medium's audience.

Accepted Answer

A) True 
 B)False

Question 11

During the product-specific research phase of advertising research, an agency may ask consumers if there are any problems or difficulties with the product.

Accepted Answer

A) True 
 B)False

Question 12

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 13

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

Question 14

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 15

A top-of-mind brand is:

Accepted Answer

A)  the company's chief competitor, as identified by a competitive analysis 
B)  the brand that comes to mind in a product category when asked to name the first brands a person can think of 
C)  the most expensive good or service in a product category 
D)  a purchasing alternative when the primary product is not available 
A)  the company's chief competitor, as identified by a competitive analysis 
B)  the brand that comes to mind in a product category when asked to name the first brands a person can think of 
C)  the most expensive good or service in a product category 
D)  a purchasing alternative when the primary product is not available

Question 16

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 17

Name and describe other types of agencies that serve client firms, besides advertising agencies.

Accepted Answer

Media service companies negotiate and pu

Question 18

In terms of the creative brief, the support takes the form of facts that substantiate the message theme.

Accepted Answer

A) True 
 B)False

Question 19

Matching the size of an advertising agency to the size of the client company is typically not a key issue in agency selection.

Accepted Answer

A) True 
 B)False

Question 20

A disclaimer warranty describes the shelf life of a product.

Accepted Answer

A) True 
 B)False

When conducting qualitative research during advertising research, each of the following perspectives are typically used, except:

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

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:

If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.

Building a strong global brand and corporate image is an important advertising goal.

Contrast the advantages of using an in-house advertising or marketing department to hiring an external advertising agency.

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

A customer who buys Coke and Dr. Pepper all the time, and no other brands, holds these two products as:

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

Selecting the appropriate media requires an understanding of the media-usage habits of the company's target market and then matching that information with the profile of each medium's audience.

During the product-specific research phase of advertising research, an agency may ask consumers if there are any problems or difficulties with the product.

Personal chemistry is a selection factor that should:

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

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?

A top-of-mind brand is:

In the consumer sector, advertising tends to:

Name and describe other types of agencies that serve client firms, besides advertising agencies.

In terms of the creative brief, the support takes the form of facts that substantiate the message theme.

Matching the size of an advertising agency to the size of the client company is typically not a key issue in agency selection.

A disclaimer warranty describes the shelf life of a product.

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

When conducting qualitative research during advertising research, each of the following perspectives are typically used, except:

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

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:

If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.

Building a strong global brand and corporate image is an important advertising goal.

Contrast the advantages of using an in-house advertising or marketing department to hiring an external advertising agency.

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

A customer who buys Coke and Dr. Pepper all the time, and no other brands, holds these two products as:

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

Selecting the appropriate media requires an understanding of the media-usage habits of the company's target market and then matching that information with the profile of each medium's audience.

During the product-specific research phase of advertising research, an agency may ask consumers if there are any problems or difficulties with the product.

Personal chemistry is a selection factor that should:

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

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?

A top-of-mind brand is:

In the consumer sector, advertising tends to:

Name and describe other types of agencies that serve client firms, besides advertising agencies.

In terms of the creative brief, the support takes the form of facts that substantiate the message theme.

Matching the size of an advertising agency to the size of the client company is typically not a key issue in agency selection.

A disclaimer warranty describes the shelf life of a product.

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