Question 1

Liking a brand follows awareness, knowledge, and preference in the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 2

Using crowdsourcing to develop advertisements includes all of the following advantages except:

Accepted Answer

A)  creating buzz surrounding a contest or the consumer-generated ad. 
B)  getting consumers involved. 
C)  lower costs. 
D)  getting ideas from individuals who purchase and use the product. 
A)  creating buzz surrounding a contest or the consumer-generated ad. 
B)  getting consumers involved. 
C)  lower costs. 
D)  getting ideas from individuals who purchase and use the product.

Question 3

The cognitive component of attitude matches the hierarchy of effects model's components of:

Accepted Answer

A)  awareness and knowledge. 
B)  liking, preference, and conviction. 
C)  conviction and action. 
D)  the actual purchase. 
A)  awareness and knowledge. 
B)  liking, preference, and conviction. 
C)  conviction and action. 
D)  the actual purchase.

Question 4

A customer who reports that Lexus is the first car he thinks of in the "luxury automobile" category is describing a ________ brand.

Accepted Answer

A)  top-of-mind 
B)  top-choice 
C)  quality choice 
D)  top-of-industry 
A)  top-of-mind 
B)  top-choice 
C)  quality choice 
D)  top-of-industry

Question 5

The conative component of an attitude matches the hierarchy of effects model's element of:

Accepted Answer

A)  knowledge. 
B)  preference. 
C)  conviction. 
D)  the actual purchase. 
A)  knowledge. 
B)  preference. 
C)  conviction. 
D)  the actual purchase.

Question 6

All of the following statements about variability theory are true except:

Accepted Answer

A)  ads placed in varying environments increase recall and improves encoding of the message. 
B)  variability can be obtained by modifying the product positioning strategy used within the campaign. 
C)  placing an advertisement in two different media would be an example of variability theory. 
D)  variability can be obtained by changing the situational context of an ad. 
A)  ads placed in varying environments increase recall and improves encoding of the message. 
B)  variability can be obtained by modifying the product positioning strategy used within the campaign. 
C)  placing an advertisement in two different media would be an example of variability theory. 
D)  variability can be obtained by changing the situational context of an ad.

Question 7

One criticism of the hierarchy of effects model is that when making purchases, consumers and businesses do not always follow the six steps in a sequential order.

Accepted Answer

A) True 
 B)False

Question 8

Automobile manufacturer ads comprise about 15 percent of all magazine advertising revenue. One reason auto manufacturers spend so much on advertising is that consumers do not purchase vehicles on a regular basis. When consumers do make the decision to purchase a new car, auto companies want to make sure consumers remember the right brand. This illustrates ________ effects.

Accepted Answer

A)  decay 
B)  wear out 
C)  carryover 
D)  threshold 
A)  decay 
B)  wear out 
C)  carryover 
D)  threshold

Question 9

In terms of the 75-15-10 rule, the 15 percent represents the:

Accepted Answer

A)  money spent on media time or space. 
B)  money spent on ad production. 
C)  money spent for the creative work. 
D)  fee for the media planner. 
A)  money spent on media time or space. 
B)  money spent on ad production. 
C)  money spent for the creative work. 
D)  fee for the media planner.

Question 10

A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.

Accepted Answer

A) True 
 B)False

Question 11

In choosing an advertising agency, Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand. What d is this process called?

Accepted Answer

A)  Unique selling proposition presentation 
B)  A shootout 
C)  Creative exposure 
D)  Creative presentation 
A)  Unique selling proposition presentation 
B)  A shootout 
C)  Creative exposure 
D)  Creative presentation

Question 12

If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.

Accepted Answer

A) True 
 B)False

Question 13

Which statement below about the visual element in ads is false?

Accepted Answer

A)  Visual elements are stored only in the left side of the brain. 
B)  Visual elements tend to be more easily remembered than verbal copy. 
C)  Visual elements are stored in the brain as both pictures and words. 
D)  Visual images often lead to more favorable attitudes toward both the advertisement and the brand. 
A)  Visual elements are stored only in the left side of the brain. 
B)  Visual elements tend to be more easily remembered than verbal copy. 
C)  Visual elements are stored in the brain as both pictures and words. 
D)  Visual images often lead to more favorable attitudes toward both the advertisement and the brand.

Question 14

In a means-end chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The display of wisdom and a comfortable life component of the means-end chain is the:

Accepted Answer

A)  product attribute. 
B)  consumer benefit. 
C)  attitude formation. 
D)  personal value. 
A)  product attribute. 
B)  consumer benefit. 
C)  attitude formation. 
D)  personal value.

Question 15

The account planner works closely with the account executive to schedule meetings and to explore the various media options that can be used during the campaign.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A)  reveal how the agency would deal with specific issues in preparing a campaign. 
B)  nearly always be presented by top ad executives. 
C)  be refused because the client company has not clarified its selection criteria. 
D)  be the first step in the selection process. 
A)  reveal how the agency would deal with specific issues in preparing a campaign. 
B)  nearly always be presented by top ad executives. 
C)  be refused because the client company has not clarified its selection criteria. 
D)  be the first step in the selection process.

Question 17

As consumers see advertisements over time they become more likely to recall a message and purchase a product. This demonstrates:

Accepted Answer

A)  diminishing returns. 
B)  decay effects. 
C)  threshold effects. 
D)  purchase simulation. 
A)  diminishing returns. 
B)  decay effects. 
C)  threshold effects. 
D)  purchase simulation.

Question 18

Media buys are normally made by the:

Accepted Answer

A)  creative. 
B)  account executive. 
C)  traffic manager. 
D)  media service company. 
A)  creative. 
B)  account executive. 
C)  traffic manager. 
D)  media service company.

Question 19

In terms of consistency, visual consistency is more important than written or verbal content.

Accepted Answer

A) True 
 B)False

Question 20

The advertising support component of the creative brief includes:

Accepted Answer

A)  media selection and media buys. 
B)  the creative brief's constraint component. 
C)  the nature of the advertising appeal. 
D)  the facts which substantiate a unique selling point. 
A)  media selection and media buys. 
B)  the creative brief's constraint component. 
C)  the nature of the advertising appeal. 
D)  the facts which substantiate a unique selling point.

Liking a brand follows awareness, knowledge, and preference in the hierarchy of effects model.

Using crowdsourcing to develop advertisements includes all of the following advantages except:

The cognitive component of attitude matches the hierarchy of effects model's components of:

A customer who reports that Lexus is the first car he thinks of in the "luxury automobile" category is describing a ________ brand.

The conative component of an attitude matches the hierarchy of effects model's element of:

All of the following statements about variability theory are true except:

One criticism of the hierarchy of effects model is that when making purchases, consumers and businesses do not always follow the six steps in a sequential order.

In terms of the 75-15-10 rule, the 15 percent represents the:

A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.

In choosing an advertising agency, Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand. What d is this process called?

If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.

Which statement below about the visual element in ads is false?

In a means-end chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The display of wisdom and a comfortable life component of the means-end chain is the:

The account planner works closely with the account executive to schedule meetings and to explore the various media options that can be used during the campaign.

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

As consumers see advertisements over time they become more likely to recall a message and purchase a product. This demonstrates:

Media buys are normally made by the:

In terms of consistency, visual consistency is more important than written or verbal content.

The advertising support component of the creative brief includes:

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

Liking a brand follows awareness, knowledge, and preference in the hierarchy of effects model.

Using crowdsourcing to develop advertisements includes all of the following advantages except:

The cognitive component of attitude matches the hierarchy of effects model's components of:

A customer who reports that Lexus is the first car he thinks of in the "luxury automobile" category is describing a ________ brand.

The conative component of an attitude matches the hierarchy of effects model's element of:

All of the following statements about variability theory are true except:

One criticism of the hierarchy of effects model is that when making purchases, consumers and businesses do not always follow the six steps in a sequential order.

In terms of the 75-15-10 rule, the 15 percent represents the:

A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.

In choosing an advertising agency, Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand. What d is this process called?

If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.

Which statement below about the visual element in ads is false?

In a means-end chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The display of wisdom and a comfortable life component of the means-end chain is the:

The account planner works closely with the account executive to schedule meetings and to explore the various media options that can be used during the campaign.

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

As consumers see advertisements over time they become more likely to recall a message and purchase a product. This demonstrates:

Media buys are normally made by the:

In terms of consistency, visual consistency is more important than written or verbal content.

The advertising support component of the creative brief includes:

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