Question 1

Providing a retail store's location and operating hours to the public in an advertisement is an example of ad designed to meet the advertising goal of:

Accepted Answer

A)  building brand image. 
B)  persuasion. 
C)  encouraging action. 
D)  informing. 
A)  building brand image. 
B)  persuasion. 
C)  encouraging action. 
D)  informing.

Question 2

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

Accepted Answer

A)  relevant experience. 
B)  a conflict of interest. 
C)  interpersonal chemistry. 
D)  company complexity. 
A)  relevant experience. 
B)  a conflict of interest. 
C)  interpersonal chemistry. 
D)  company complexity.

Question 3

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?

Accepted Answer

A)  25 
B)  40 
C)  50 
D)  75 
A)  25 
B)  40 
C)  50 
D)  75

Question 4

The account executive normally performs all of the following functions except:

Accepted Answer

A)  actively seeks new accounts. 
B)  serves as a liaison between the client and the agency. 
C)  prepares ad copy. 
D)  helps define the theme of the overall IMC campaign. 
A)  actively seeks new accounts. 
B)  serves as a liaison between the client and the agency. 
C)  prepares ad copy. 
D)  helps define the theme of the overall IMC campaign.

Question 5

In terms of the hierarchy of effects model, to obtain brand loyalty:

Accepted Answer

A)  all six steps must be present. 
B)  knowledge and preference is essential, the other steps are not. 
C)  liking, preference, and conviction are essential, the other steps are not. 
D)  awareness, knowledge, and conviction are essential, the other steps are not. 
A)  all six steps must be present. 
B)  knowledge and preference is essential, the other steps are not. 
C)  liking, preference, and conviction are essential, the other steps are not. 
D)  awareness, knowledge, and conviction are essential, the other steps are not.

Question 6

Within an advertising agency, the voice of the consumer is represented by the:

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 7

What roles do advertising account executives play in developing campaigns?

Accepted Answer

The advertising account executive is the

Question 8

One simple method used to judge an advertising agency's creative reputation is to:

Accepted Answer

A)  contact the company's competition. 
B)  ask for a list of awards the company has won. 
C)  conduct a shootout. 
D)  review the most recent media buys the agency has made. 
A)  contact the company's competition. 
B)  ask for a list of awards the company has won. 
C)  conduct a shootout. 
D)  review the most recent media buys the agency has made.

Question 9

A consumer seeing an advertisement in different environments to enhance encoding of the message is based on:

Accepted Answer

A)  the creative brief. 
B)  product positioning. 
C)  variability theory. 
D)  the tagline. 
A)  the creative brief. 
B)  product positioning. 
C)  variability theory. 
D)  the tagline.

Question 10

MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

Accepted Answer

A) True 
 B)False

Question 11

Visual elements of an advertisement are stored in:

Accepted Answer

A)  the left side of the brain. 
B)  the right side of the brain. 
C)  both sides of the brain. 
D)  the left side of the brain if the visual is abstract and right side if the visual is concrete. 
A)  the left side of the brain. 
B)  the right side of the brain. 
C)  both sides of the brain. 
D)  the left side of the brain if the visual is abstract and right side if the visual is concrete.

Question 12

To achieve brand loyalty, advertisers must address all six stages of the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 13

Repetition of visual elements, taglines, copy or other elements within an advertising campaign increases ad recall, but not brand recall.

Accepted Answer

A) True 
 B)False

Question 14

A means-end chain is the basis for the:

Accepted Answer

A)  hierarchy of effects model. 
B)  MECCAS model. 
C)  visual and verbal cue consistency approach. 
D)  components of attitudes. 
A)  hierarchy of effects model. 
B)  MECCAS model. 
C)  visual and verbal cue consistency approach. 
D)  components of attitudes.

Question 15

Consumer-generated advertising works best for customers with a low level of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 16

According to the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:

Accepted Answer

A)  know about K-Swiss shoes and like the K-Swiss brand. 
B)  have conviction that the K-Swiss brand is superior to other brands. 
C)  know about K-Swiss shoes and believe they are the best. 
D)  become aware of the K-Swiss brand and develop a conviction about the brand. 
A)  know about K-Swiss shoes and like the K-Swiss brand. 
B)  have conviction that the K-Swiss brand is superior to other brands. 
C)  know about K-Swiss shoes and believe they are the best. 
D)  become aware of the K-Swiss brand and develop a conviction about the brand.

Question 17

Visual elements in an advertisement can be stored in the brain as both pictures and words.

Accepted Answer

A) True 
 B)False

Question 18

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 19

The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

Accepted Answer

A) True 
 B)False

Question 20

Part of the reasoning for using an in-house advertising department is that internal organizational members have a better sense of the company's mission and message.

Accepted Answer

A) True 
 B)False

Providing a retail store's location and operating hours to the public in an advertisement is an example of ad designed to meet the advertising goal of:

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

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?

The account executive normally performs all of the following functions except:

In terms of the hierarchy of effects model, to obtain brand loyalty:

Within an advertising agency, the voice of the consumer is represented by the:

What roles do advertising account executives play in developing campaigns?

One simple method used to judge an advertising agency's creative reputation is to:

A consumer seeing an advertisement in different environments to enhance encoding of the message is based on:

MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

Visual elements of an advertisement are stored in:

To achieve brand loyalty, advertisers must address all six stages of the hierarchy of effects model.

Repetition of visual elements, taglines, copy or other elements within an advertising campaign increases ad recall, but not brand recall.

A means-end chain is the basis for the:

Consumer-generated advertising works best for customers with a low level of brand loyalty.

According to the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:

Visual elements in an advertisement can be stored in the brain as both pictures and words.

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

The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

Part of the reasoning for using an in-house advertising department is that internal organizational members have a better sense of the company's mission and message.

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

Providing a retail store's location and operating hours to the public in an advertisement is an example of ad designed to meet the advertising goal of:

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

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?

The account executive normally performs all of the following functions except:

In terms of the hierarchy of effects model, to obtain brand loyalty:

Within an advertising agency, the voice of the consumer is represented by the:

What roles do advertising account executives play in developing campaigns?

One simple method used to judge an advertising agency's creative reputation is to:

A consumer seeing an advertisement in different environments to enhance encoding of the message is based on:

MECCAS stand for Means-End Conceptualization of Components of Advertising Strategy.

Visual elements of an advertisement are stored in:

To achieve brand loyalty, advertisers must address all six stages of the hierarchy of effects model.

Repetition of visual elements, taglines, copy or other elements within an advertising campaign increases ad recall, but not brand recall.

A means-end chain is the basis for the:

Consumer-generated advertising works best for customers with a low level of brand loyalty.

According to the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:

Visual elements in an advertisement can be stored in the brain as both pictures and words.

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

The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

Part of the reasoning for using an in-house advertising department is that internal organizational members have a better sense of the company's mission and message.

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