Question 1

In terms of the 75/15/10 rule, the 75% represents the:

Accepted Answer

A)  money spent on media time or space 
B)  money spent on ad production 
C)  money spent for the creative work 
D)  percentage of the work that must be completed before the client can be billed 
A)  money spent on media time or space 
B)  money spent on ad production 
C)  money spent for the creative work 
D)  percentage of the work that must be completed before the client can be billed

Question 2

A creative brief may include all of the following, except:

Accepted Answer

A)  an objective of building brand image 
B)  specifying the target audience 
C)  describing the public relations program 
D)  a clear message theme 
A)  an objective of building brand image 
B)  specifying the target audience 
C)  describing the public relations program 
D)  a clear message theme

Question 3

An advertisement for an Applebee's restaurant provides information about its location, operating hours and different types of food it offers. The advertising goal is to:

Accepted Answer

A)  build brand image 
B)  inform 
C)  persuade 
D)  support other marketing efforts 
A)  build brand image 
B)  inform 
C)  persuade 
D)  support other marketing efforts

Question 4

The two primary approaches used in advertising research include:

Accepted Answer

A)  consumer-oriented and market-based research 
B)  product-specific and consumer-oriented research 
C)  competitive and industry research 
D)  consumer and business research 
A)  consumer-oriented and market-based research 
B)  product-specific and consumer-oriented research 
C)  competitive and industry research 
D)  consumer and business research

Question 5

After deciding to use either an in-house or external advertising agency, the next step of an advertising management program is to:

Accepted Answer

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

Question 6

When Chad is asked which brand of razor he is most inclined to buy, his response will be his top-choice brand.

Accepted Answer

A) True 
 B)False

Question 7

The account planner works closely with the account executive to schedule meetings and to explore the various media options that can be used during the campaign.

Accepted Answer

A) True 
 B)False

Question 8

In terms of the method of distribution of the advertising budget, the following are methods commonly used, except:

Accepted Answer

A)  pulsating 
B)  flighting 
C)  continuous campaign 
D)  sporadic 
A)  pulsating 
B)  flighting 
C)  continuous campaign 
D)  sporadic

Question 9

The key idea or ideas contained in an advertisement are referred to as a(n):

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 10

In terms of an advertising agency selection process, a shootout includes viewing:

Accepted Answer

A)  goal setting processes 
B)  selection criteria 
C)  references 
D)  creative pitches 
A)  goal setting processes 
B)  selection criteria 
C)  references 
D)  creative pitches

Question 11

The first step in selecting an advertising agency is to:

Accepted Answer

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

Question 12

The advantages of an in-house advertising department include the following, except:

Accepted Answer

A)  greater expertise and talent on creating ads 
B)  lower costs 
C)  the message can be aligned with the brand and other company communications 
D)  the CEO and upper management can work closely with the marketing team 
A)  greater expertise and talent on creating ads 
B)  lower costs 
C)  the message can be aligned with the brand and other company communications 
D)  the CEO and upper management can work closely with the marketing team

Question 13

In terms of the creative brief, an endorsement by 8 out of 10 doctors recommending a product is a form of:

Accepted Answer

A)  disclaimer 
B)  message theme 
C)  support 
D)  constraint 
A)  disclaimer 
B)  message theme 
C)  support 
D)  constraint

Question 14

The design of an advertisement that attracts attention or presents information is called 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 15

When the majority of a company's advertising budget is spent on media buys, rather than producing the advertisement, the company should be inclined to do the work in-house.

Accepted Answer

A) True 
 B)False

Question 16

Advertising researchers want to understand the latest trends in fashion. The best consumer-oriented research method to use would be a(n):

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 17

If a company's media budget numbers are 85-10-5 and uses an external ad agency, this means the company:

Accepted Answer

A)  is spending too much money on creative work 
B)  should continue using an external advertising agency 
C)  should discontinue using an external agency and perform the work in-house 
D)  is spending too much money on media buys 
A)  is spending too much money on creative work 
B)  should continue using an external advertising agency 
C)  should discontinue using an external agency and perform the work in-house 
D)  is spending too much money on media buys

Question 18

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

Accepted Answer

Creatives are the pe

Question 19

Providing information in an advertisement is most useful in the business-to-business sector for low-involvement purchase decisions.

Accepted Answer

A) True 
 B)False

Question 20

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

In terms of the 75/15/10 rule, the 75% represents the:

A creative brief may include all of the following, except:

An advertisement for an Applebee's restaurant provides information about its location, operating hours and different types of food it offers. The advertising goal is to:

The two primary approaches used in advertising research include:

After deciding to use either an in-house or external advertising agency, the next step of an advertising management program is to:

When Chad is asked which brand of razor he is most inclined to buy, his response will be his top-choice brand.

The account planner works closely with the account executive to schedule meetings and to explore the various media options that can be used during the campaign.

In terms of the method of distribution of the advertising budget, the following are methods commonly used, except:

The key idea or ideas contained in an advertisement are referred to as a(n):

In terms of an advertising agency selection process, a shootout includes viewing:

The first step in selecting an advertising agency is to:

The advantages of an in-house advertising department include the following, except:

In terms of the creative brief, an endorsement by 8 out of 10 doctors recommending a product is a form of:

The design of an advertisement that attracts attention or presents information is called the:

When the majority of a company's advertising budget is spent on media buys, rather than producing the advertisement, the company should be inclined to do the work in-house.

Advertising researchers want to understand the latest trends in fashion. The best consumer-oriented research method to use would be a(n):

If a company's media budget numbers are 85-10-5 and uses an external ad agency, this means the company:

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

Providing information in an advertisement is most useful in the business-to-business sector for low-involvement purchase decisions.

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

In terms of the 75/15/10 rule, the 75% represents the:

A creative brief may include all of the following, except:

An advertisement for an Applebee's restaurant provides information about its location, operating hours and different types of food it offers. The advertising goal is to:

The two primary approaches used in advertising research include:

After deciding to use either an in-house or external advertising agency, the next step of an advertising management program is to:

When Chad is asked which brand of razor he is most inclined to buy, his response will be his top-choice brand.

The account planner works closely with the account executive to schedule meetings and to explore the various media options that can be used during the campaign.

In terms of the method of distribution of the advertising budget, the following are methods commonly used, except:

The key idea or ideas contained in an advertisement are referred to as a(n):

In terms of an advertising agency selection process, a shootout includes viewing:

The first step in selecting an advertising agency is to:

The advantages of an in-house advertising department include the following, except:

In terms of the creative brief, an endorsement by 8 out of 10 doctors recommending a product is a form of:

The design of an advertisement that attracts attention or presents information is called the:

When the majority of a company's advertising budget is spent on media buys, rather than producing the advertisement, the company should be inclined to do the work in-house.

Advertising researchers want to understand the latest trends in fashion. The best consumer-oriented research method to use would be a(n):

If a company's media budget numbers are 85-10-5 and uses an external ad agency, this means the company:

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

Providing information in an advertisement is most useful in the business-to-business sector for low-involvement purchase decisions.

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