Question 1

A brand that is both top-of-mind and top-choice reflects:

Accepted Answer

A)  a high degree of brand parity. 
B)  a high level of brand equity. 
C)  brand availability. 
D)  distinct private branding. 
A)  a high degree of brand parity. 
B)  a high level of brand equity. 
C)  brand availability. 
D)  distinct private branding.

Question 2

Creatives are the people who actually develop and produce advertisements.

Accepted Answer

A) True 
 B)False

Question 3

A recent trend in advertising is to involve media companies at the last stage in the campaign design process.

Accepted Answer

A) True 
 B)False

Question 4

Who is in charge of maintaining project history, creating schedules, managing resources, setting up team meetings, prioritizing projects, training new employees about agency processes, setting up new clients, routing proofs, proofreading material, and whatever else needs to be done to ensure deadlines are met?

Accepted Answer

A)  Account executive 
B)  Creative 
C)  Traffic manager 
D)  Account planner 
A)  Account executive 
B)  Creative 
C)  Traffic manager 
D)  Account planner

Question 5

Providing information in an advertisement is most useful in the business-to-business buying situation when members of the buying center are in the information search stage of the purchasing process.

Accepted Answer

A) True 
 B)False

Question 6

Advertising agencies offer all of the following advantages except:

Accepted Answer

A)  potentially lower costs due to efficiency. 
B)  better understanding of the product and how it is used by consumers. 
C)  greater expertise and access to top creative talent. 
D)  perspective of an outsider. 
A)  potentially lower costs due to efficiency. 
B)  better understanding of the product and how it is used by consumers. 
C)  greater expertise and access to top creative talent. 
D)  perspective of an outsider.

Question 7

In terms of selecting an advertising agency, a creative pitch is a formal presentation addressing a specific problem, situation, or set of questions.

Accepted Answer

A) True 
 B)False

Question 8

When an advertising agency has relevant experience in a particular product category but not with a particular brand, it creates a conflict of interest.

Accepted Answer

A) True 
 B)False

Question 9

Preference occurs before knowledge or awareness in the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 10

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.

Accepted Answer

A) True 
 B)False

Question 11

Personal values are not part of a MECCAS model but are part of a means-end chain.

Accepted Answer

A) True 
 B)False

Question 12

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 13

Which step immediately follows awareness in the hierarchy of effects model?

Accepted Answer

A)  Recognition 
B)  Liking 
C)  Preference 
D)  Knowledge 
A)  Recognition 
B)  Liking 
C)  Preference 
D)  Knowledge

Question 14

When consumers begin to forget a brand name because advertising messages have stopped, it is a sign of:

Accepted Answer

A)  a sales-response curve. 
B)  wear out effects. 
C)  decay effects. 
D)  carryover effects. 
A)  a sales-response curve. 
B)  wear out effects. 
C)  decay effects. 
D)  carryover effects.

Question 15

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

Accepted Answer

A)  goal setting processes. 
B)  developing selection criteria. 
C)  obtaining references. 
D)  evaluating creative pitches. 
A)  goal setting processes. 
B)  developing selection criteria. 
C)  obtaining references. 
D)  evaluating creative pitches.

Question 16

In a creative brief, the target audience information should contain:

Accepted Answer

A)  only basic demographic information, such as gender and age. 
B)  information about the users of a particular product. 
C)  not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience. 
D)  past purchase behavior of every company or consumer that has purchased the product in addition to the demographic information. 
A)  only basic demographic information, such as gender and age. 
B)  information about the users of a particular product. 
C)  not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience. 
D)  past purchase behavior of every company or consumer that has purchased the product in addition to the demographic information.

Question 17

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

Accepted Answer

A)  message theme. 
B)  advertising management program. 
C)  executional framework. 
D)  communication analysis. 
A)  message theme. 
B)  advertising management program. 
C)  executional framework. 
D)  communication analysis.

Question 18

All of the following are examples of advertising goals except:

Accepted Answer

A)  building brand image. 
B)  defending against lawsuits. 
C)  to inform. 
D)  to persuade. 
A)  building brand image. 
B)  defending against lawsuits. 
C)  to inform. 
D)  to persuade.

Question 19

One key step in preparing a creative brief is to identify the target audience of the ad.

Accepted Answer

A) True 
 B)False

Question 20

In selecting an advertising agency, the request for a creative pitch should occur after the:

Accepted Answer

A)  goals have been set. 
B)  initial list of applicants have been screened. 
C)  list has been reduced to only two or three viable candidates. 
D)  selection process to be used and the criteria for selection have been decided. 
A)  goals have been set. 
B)  initial list of applicants have been screened. 
C)  list has been reduced to only two or three viable candidates. 
D)  selection process to be used and the criteria for selection have been decided.

A brand that is both top-of-mind and top-choice reflects:

Creatives are the people who actually develop and produce advertisements.

A recent trend in advertising is to involve media companies at the last stage in the campaign design process.

Providing information in an advertisement is most useful in the business-to-business buying situation when members of the buying center are in the information search stage of the purchasing process.

Advertising agencies offer all of the following advantages except:

In terms of selecting an advertising agency, a creative pitch is a formal presentation addressing a specific problem, situation, or set of questions.

When an advertising agency has relevant experience in a particular product category but not with a particular brand, it creates a conflict of interest.

Preference occurs before knowledge or awareness in the hierarchy of effects model.

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.

Personal values are not part of a MECCAS model but are part of a means-end chain.

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

Which step immediately follows awareness in the hierarchy of effects model?

When consumers begin to forget a brand name because advertising messages have stopped, it is a sign of:

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

In a creative brief, the target audience information should contain:

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

All of the following are examples of advertising goals except:

One key step in preparing a creative brief is to identify the target audience of the ad.

In selecting an advertising agency, the request for a creative pitch should occur after the:

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

A brand that is both top-of-mind and top-choice reflects:

Creatives are the people who actually develop and produce advertisements.

A recent trend in advertising is to involve media companies at the last stage in the campaign design process.

Providing information in an advertisement is most useful in the business-to-business buying situation when members of the buying center are in the information search stage of the purchasing process.

Advertising agencies offer all of the following advantages except:

In terms of selecting an advertising agency, a creative pitch is a formal presentation addressing a specific problem, situation, or set of questions.

When an advertising agency has relevant experience in a particular product category but not with a particular brand, it creates a conflict of interest.

Preference occurs before knowledge or awareness in the hierarchy of effects model.

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.

Personal values are not part of a MECCAS model but are part of a means-end chain.

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

Which step immediately follows awareness in the hierarchy of effects model?

When consumers begin to forget a brand name because advertising messages have stopped, it is a sign of:

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

In a creative brief, the target audience information should contain:

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

All of the following are examples of advertising goals except:

One key step in preparing a creative brief is to identify the target audience of the ad.

In selecting an advertising agency, the request for a creative pitch should occur after the:

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