Question 1

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 advantages of lower costs, consistent brand message, better understanding of the product and company mission, faster ad production, closer working relations with the CEO, and lower turnover with the creative team. An external agency has the advantages of potentially lower costs, greater expertise, an outsider's perspective, and access to top talent.

Question 2

All of the following statements about campaign duration are true except:

Accepted Answer

A)  changing ads within a campaign too frequently can impede message retention. 
B)  typical duration for most campaigns is around 1 year. 
C)  a campaign should last long enough for the message to be embedded in consumers' long-term memories. 
D)  the criterion typically used to determine when to change a campaign is wear-out effect. 
A)  changing ads within a campaign too frequently can impede message retention. 
B)  typical duration for most campaigns is around 1 year. 
C)  a campaign should last long enough for the message to be embedded in consumers' long-term memories. 
D)  the criterion typically used to determine when to change a campaign is wear-out effect. B

Question 3

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. C

Question 4

Liking follows awareness and knowledge in the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 5

A marginal analysis is used to portray how returns on additional advertising expenditures are related to incremental increases in sales.

Accepted Answer

A) True 
 B)False

Question 6

An advertising account executive is the person who actually develops and produces the advertisement.

Accepted Answer

A) True 
 B)False

Question 7

Pepsi and Coke both have reached the point that investing more dollars in advertising yields smaller increases in sales. Which is present?

Accepted Answer

A)  Decay effects 
B)  Threshold effects 
C)  Concave downward function 
D)  Carryover effect 
A)  Decay effects 
B)  Threshold effects 
C)  Concave downward function 
D)  Carryover effect

Question 8

The first step in preparing a creative brief is to identify the:

Accepted Answer

A)  target audience. 
B)  support. 
C)  objective. 
D)  message theme. 
A)  target audience. 
B)  support. 
C)  objective. 
D)  message theme.

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Variability theory suggests that a consumer seeing an advertisement in different environments will increase recall and effectiveness.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

A "left-brain" advertisement is oriented towards emotion and feelings.

Accepted Answer

A) True 
 B)False

Question 13

An in-house advertising department is likely to be more objective than an external advertising agency and also have a better understanding of consumers and trends.

Accepted Answer

A) True 
 B)False

Question 14

If a radio advertisement conjures images that consumers can see clearly in their minds, the effect may be greater than seeing an actual visual portrayal.

Accepted Answer

A) True 
 B)False

Question 15

In a radio advertisement, if a consumer can see an image in the mind, then the effect is greater:

Accepted Answer

A)  than if the consumer could see the actual visual. 
B)  only if the image is concrete. 
C)  only if the image is abstract. 
D)  than an ad with an abstract image, but less effective than an ad with a concrete image. 
A)  than if the consumer could see the actual visual. 
B)  only if the image is concrete. 
C)  only if the image is abstract. 
D)  than an ad with an abstract image, but less effective than an ad with a concrete image.

Question 16

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 17

A Campbell's Soup print advertisement shows a young family enjoying a bowl of soup with the Campbell's name and logo prominently displayed in the ad. Copy talks about how Campbell's Soup is the best. The advertising goal of this advertisement is to:

Accepted Answer

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

Question 18

A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.

Accepted Answer

A) True 
 B)False

Question 19

The request for a creative pitch would occur when the list of candidate advertising agencies is reduced to the one that has been selected.

Accepted Answer

A) True 
 B)False

Question 20

Visual Esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

Accepted Answer

A) True 
 B)False

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

All of the following statements about campaign duration are true except:

A creative brief may include all of the following except:

Liking follows awareness and knowledge in the hierarchy of effects model.

A marginal analysis is used to portray how returns on additional advertising expenditures are related to incremental increases in sales.

An advertising account executive is the person who actually develops and produces the advertisement.

Pepsi and Coke both have reached the point that investing more dollars in advertising yields smaller increases in sales. Which is present?

The first step in preparing a creative brief is to identify the:

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

Variability theory suggests that a consumer seeing an advertisement in different environments will increase recall and effectiveness.

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

A "left-brain" advertisement is oriented towards emotion and feelings.

An in-house advertising department is likely to be more objective than an external advertising agency and also have a better understanding of consumers and trends.

If a radio advertisement conjures images that consumers can see clearly in their minds, the effect may be greater than seeing an actual visual portrayal.

In a radio advertisement, if a consumer can see an image in the mind, then the effect is greater:

A disclaimer warranty typically specifies each of the following except:

A Campbell's Soup print advertisement shows a young family enjoying a bowl of soup with the Campbell's name and logo prominently displayed in the ad. Copy talks about how Campbell's Soup is the best. The advertising goal of this advertisement is to:

A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.

The request for a creative pitch would occur when the list of candidate advertising agencies is reduced to the one that has been selected.

Visual Esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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

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

All of the following statements about campaign duration are true except:

A creative brief may include all of the following except:

Liking follows awareness and knowledge in the hierarchy of effects model.

A marginal analysis is used to portray how returns on additional advertising expenditures are related to incremental increases in sales.

An advertising account executive is the person who actually develops and produces the advertisement.

Pepsi and Coke both have reached the point that investing more dollars in advertising yields smaller increases in sales. Which is present?

The first step in preparing a creative brief is to identify the:

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

Variability theory suggests that a consumer seeing an advertisement in different environments will increase recall and effectiveness.

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

A "left-brain" advertisement is oriented towards emotion and feelings.

An in-house advertising department is likely to be more objective than an external advertising agency and also have a better understanding of consumers and trends.

If a radio advertisement conjures images that consumers can see clearly in their minds, the effect may be greater than seeing an actual visual portrayal.

In a radio advertisement, if a consumer can see an image in the mind, then the effect is greater:

A disclaimer warranty typically specifies each of the following except:

A Campbell's Soup print advertisement shows a young family enjoying a bowl of soup with the Campbell's name and logo prominently displayed in the ad. Copy talks about how Campbell's Soup is the best. The advertising goal of this advertisement is to:

A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.

The request for a creative pitch would occur when the list of candidate advertising agencies is reduced to the one that has been selected.

Visual Esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Design

Traditional Media Channels

Digital Marketing

Social Media

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