Exam 5: Advertising Management

In a survey of advertising agency executives, advertising managers stated that a significant amount of their staff's time was wasted or used ineffectively because of poor communications between the agency and the client.

In terms of money spent on developing an advertising campaign, a company should spend at least what percent of the money on buying media time or space?

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?

Persuasive advertising is used more in the business-to-business sector than in consumer marketing.

Media buys are normally made by:

A pulsating schedule of advertising distribution involves continuous advertising with bursts of higher intensity during specific periods of the year.

Which situation below would be considered as a conflict of interest in the selection of an advertising agency?

If a company received negative press, the marketing department may hire a:

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

The element of an advertisement that taps into or activates a person's value system is a(n):

A conflict of interest would be present if:

One of the tasks of the account planner is to make sure the creative team at the advertising agency understands the consumer, or business, that is being targeted by the advertising campaign.

From the list below, the task that is most likely to be a part of the reference request step in selecting an ad agency is:

A creative pitch by an advertising agency seeking a new client should:

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

In terms of the communications budget schedule, diet services, such as Jenny Craig and Weight Watchers, would ordinarily use:

One method to measure the creative reputation and capability of an advertising agency is to look at a list of awards the company has received for past campaigns.

An agency representing convenience stores that has previously created ads for grocery stores would have:

In the creative brief, the message theme is the:

An appeal is the key element in the advertisement that taps into, or activates, a consumer's personal value system.