Question 1

In a means-end chain, the message should be the means that leads the consumer to a desire or preference for a brand.

Accepted Answer

A) True 
 B)False

Question 2

Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.

Accepted Answer

A) True 
 B)False

Question 3

Which product is most likely to include a disclaimer warranty?

Accepted Answer

A)  Medicine 
B)  Shirt 
C)  Hammer 
D)  Scotch tape 
A)  Medicine 
B)  Shirt 
C)  Hammer 
D)  Scotch tape

Question 4

Decay effects occur when a company's advertisements have become old or boring.

Accepted Answer

A) True 
 B)False

Question 5

The first step in selecting an advertising agency is to decide the criteria that will be used for the selection process.

Accepted Answer

A) True 
 B)False

Question 6

The hierarchy of effects model helps to clarify the objectives of an advertising campaign.

Accepted Answer

A) True 
 B)False

Question 7

All of 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.

Question 8

Normally every company that asks to be considered for an advertising campaign will prepare a creative pitch as part of the application.

Accepted Answer

A) True 
 B)False

Question 9

Conviction follows liking and preference in the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 10

Which suggests that further advertising and promotion expenditures may result in adverse effects on profits?

Accepted Answer

A)  A sales-response function 
B)  A marginal analysis 
C)  Average return on investment curve 
D)  Promotions opportunity curve 
A)  A sales-response function 
B)  A marginal analysis 
C)  Average return on investment curve 
D)  Promotions opportunity curve

Question 11

Name the steps involved in selecting an advertising agency.

Accepted Answer

1. Set goals
2. Select criteri

Question 12

The hierarchy of effects model suggests that, before a person develops knowledge of a product, he or she must first like the product.

Accepted Answer

A) True 
 B)False

Question 13

Which is an example of visual Esperanto?

Accepted Answer

A)  Showing a shared family moment 
B)  Using a decorative model 
C)  Tailoring ad copy to a particular region 
D)  A visual portrayal of key statistics supporting a product's main benefits 
A)  Showing a shared family moment 
B)  Using a decorative model 
C)  Tailoring ad copy to a particular region 
D)  A visual portrayal of key statistics supporting a product's main benefits

Question 14

Maintaining consistent product positioning throughout a brand's life makes it more likely that a consumer will place the brand in his or her cognitive map.

Accepted Answer

A) True 
 B)False

Question 15

The ________ develops and produces the actual advertisement.

Accepted Answer

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

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

A recent trend in media selection is to:

Accepted Answer

A)  put media planners on the creative team. 
B)  use account planners to work with advertising agencies in designing advertising campaigns. 
C)  involve media companies in the latter stages of advertising campaign design. 
D)  involve media companies in the early stages of the advertising design process. 
A)  put media planners on the creative team. 
B)  use account planners to work with advertising agencies in designing advertising campaigns. 
C)  involve media companies in the latter stages of advertising campaign design. 
D)  involve media companies in the early stages of the advertising design process.

Question 18

Asking two or more advertising companies to make a creative pitch is sometimes called:

Accepted Answer

A)  studying past media purchases. 
B)  conducting a shootout. 
C)  studying the firm's client retention rate. 
D)  switching the contract. 
A)  studying past media purchases. 
B)  conducting a shootout. 
C)  studying the firm's client retention rate. 
D)  switching the contract.

Question 19

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 20

When a concave downward function is present, increasing advertising expenditures result in:

Accepted Answer

A)  greater sales. 
B)  diminishing returns. 
C)  average returns. 
D)  further advertising expenditures. 
A)  greater sales. 
B)  diminishing returns. 
C)  average returns. 
D)  further advertising expenditures.

In a means-end chain, the message should be the means that leads the consumer to a desire or preference for a brand.

Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.

Which product is most likely to include a disclaimer warranty?

Decay effects occur when a company's advertisements have become old or boring.

The first step in selecting an advertising agency is to decide the criteria that will be used for the selection process.

The hierarchy of effects model helps to clarify the objectives of an advertising campaign.

All of the following are evaluation criteria that should be considered in selecting an advertising agency except:

Normally every company that asks to be considered for an advertising campaign will prepare a creative pitch as part of the application.

Conviction follows liking and preference in the hierarchy of effects model.

Which suggests that further advertising and promotion expenditures may result in adverse effects on profits?

Name the steps involved in selecting an advertising agency.

The hierarchy of effects model suggests that, before a person develops knowledge of a product, he or she must first like the product.

Which is an example of visual Esperanto?

Maintaining consistent product positioning throughout a brand's life makes it more likely that a consumer will place the brand in his or her cognitive map.

The ________ develops and produces the actual advertisement.

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.

A recent trend in media selection is to:

Asking two or more advertising companies to make a creative pitch is sometimes called:

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

When a concave downward function is present, increasing advertising expenditures result in:

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

In a means-end chain, the message should be the means that leads the consumer to a desire or preference for a brand.

Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.

Which product is most likely to include a disclaimer warranty?

Decay effects occur when a company's advertisements have become old or boring.

The first step in selecting an advertising agency is to decide the criteria that will be used for the selection process.

The hierarchy of effects model helps to clarify the objectives of an advertising campaign.

All of the following are evaluation criteria that should be considered in selecting an advertising agency except:

Normally every company that asks to be considered for an advertising campaign will prepare a creative pitch as part of the application.

Conviction follows liking and preference in the hierarchy of effects model.

Which suggests that further advertising and promotion expenditures may result in adverse effects on profits?

Name the steps involved in selecting an advertising agency.

The hierarchy of effects model suggests that, before a person develops knowledge of a product, he or she must first like the product.

Which is an example of visual Esperanto?

Maintaining consistent product positioning throughout a brand's life makes it more likely that a consumer will place the brand in his or her cognitive map.

The ________ develops and produces the actual advertisement.

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.

A recent trend in media selection is to:

Asking two or more advertising companies to make a creative pitch is sometimes called:

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

When a concave downward function is present, increasing advertising expenditures result in:

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