Question 1

Personal chemistry is a selection factor that should:

Accepted Answer

A)  be examined early in the selection process. 
B)  never affect the choice, which should only be made rationally. 
C)  determine if an in-house agency should be chosen. 
D)  be considered in the final stages of selection. 
A)  be examined early in the selection process. 
B)  never affect the choice, which should only be made rationally. 
C)  determine if an in-house agency should be chosen. 
D)  be considered in the final stages of selection.

Question 2

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs except:

Accepted Answer

A)  awareness. 
B)  liking. 
C)  knowledge. 
D)  conviction. 
A)  awareness. 
B)  liking. 
C)  knowledge. 
D)  conviction.

Question 3

In a creative brief, the message theme is the benefit or promise the advertiser will use to reach consumers or businesses.

Accepted Answer

A) True 
 B)False

Question 4

Explain the relationship between verbal and visual elements of an ad and how these elements are encoded in the brain.

Accepted Answer

Visual elements are encoded as both pict

Question 5

In the past, creatives designing business-to-business advertisements relied heavily on the verbal or written element rather than on visuals. In recent years, there has been a shift to using stronger visual elements in business-to-business advertisements.

Accepted Answer

A) True 
 B)False

Question 6

A top-of-mind brand creates the impression that it is the easiest to buy.

Accepted Answer

A) True 
 B)False

Question 7

In preparing a creative brief, the only information required in terms of the target audience is demographic characteristics. The creative can research the other information as he or she designs the ad.

Accepted Answer

A) True 
 B)False

Question 8

In selecting an advertising agency, it is important to assess the agency's production capabilities and media purchasing capabilities, even if these services will not be a part of the contract with the agency.

Accepted Answer

A) True 
 B)False

Question 9

Crowdsourcing is the process of:

Accepted Answer

A)  outsourcing the creative aspect of an advertisement to the public. 
B)  outsourcing the production aspect of an advertisement to the public. 
C)  outsourcing both the creative and production aspect of an advertisement to the public. 
D)  selecting creatives from the public domain rather than from an advertising agency. 
A)  outsourcing the creative aspect of an advertisement to the public. 
B)  outsourcing the production aspect of an advertisement to the public. 
C)  outsourcing both the creative and production aspect of an advertisement to the public. 
D)  selecting creatives from the public domain rather than from an advertising agency.

Question 10

In business-to-business situations, being top-of-mind or top-choice is most important in:

Accepted Answer

A)  modified rebuy situations. 
B)  straight rebuy situations. 
C)  new task purchases. 
D)  contract review situations. 
A)  modified rebuy situations. 
B)  straight rebuy situations. 
C)  new task purchases. 
D)  contract review situations.

Question 11

A " right-brain" advertisement is logical, factual, and rational.

Accepted Answer

A) True 
 B)False

Question 12

If a company received negative press, the marketing department may hire a:

Accepted Answer

A)  boutique specialty agency. 
B)  media service company. 
C)  public relations firm. 
D)  direct-marketing agency. 
A)  boutique specialty agency. 
B)  media service company. 
C)  public relations firm. 
D)  direct-marketing agency.

Question 13

The attitude formation sequence which matches the typical steps in the hierarchy of effects model is:

Accepted Answer

A)  cognitive-affective-conative. 
B)  affective-conative-cognitive. 
C)  liking-decision-discovery. 
D)  discovery-liking-decision. 
A)  cognitive-affective-conative. 
B)  affective-conative-cognitive. 
C)  liking-decision-discovery. 
D)  discovery-liking-decision.

Question 14

In terms of selecting an advertising agency, without clearly understood goals, it is virtually impossible to choose an agency because company leaders may not have a clear idea of what they want to accomplish.

Accepted Answer

A) True 
 B)False

Question 15

Explain the concept of the means-end chain.

Accepted Answer

The means-end chain suggests a 3-step ap

Question 16

In a creative brief, the message theme is the:

Accepted Answer

A)  rationale behind a unique selling point. 
B)  benefit or promise the advertiser wants to convey. 
C)  written or verbal component of the ad. 
D)  information provided in the ad to support the key idea. 
A)  rationale behind a unique selling point. 
B)  benefit or promise the advertiser wants to convey. 
C)  written or verbal component of the ad. 
D)  information provided in the ad to support the key idea.

Question 17

The current trend in developing taglines is to make them longer.

Accepted Answer

A) True 
 B)False

Question 18

In terms of the creative brief, the support takes the form of facts that substantiate the message theme.

Accepted Answer

A) True 
 B)False

Question 19

Knowing an advertising agency's client retention rate helps reveal how effective the agency has been in working with various clients.

Accepted Answer

A) True 
 B)False

Question 20

The average person encounters more than 800 advertisements per day.

Accepted Answer

A) True 
 B)False

Personal chemistry is a selection factor that should:

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs except:

In a creative brief, the message theme is the benefit or promise the advertiser will use to reach consumers or businesses.

Explain the relationship between verbal and visual elements of an ad and how these elements are encoded in the brain.

In the past, creatives designing business-to-business advertisements relied heavily on the verbal or written element rather than on visuals. In recent years, there has been a shift to using stronger visual elements in business-to-business advertisements.

A top-of-mind brand creates the impression that it is the easiest to buy.

In preparing a creative brief, the only information required in terms of the target audience is demographic characteristics. The creative can research the other information as he or she designs the ad.

In selecting an advertising agency, it is important to assess the agency's production capabilities and media purchasing capabilities, even if these services will not be a part of the contract with the agency.

Crowdsourcing is the process of:

In business-to-business situations, being top-of-mind or top-choice is most important in:

A " right-brain" advertisement is logical, factual, and rational.

If a company received negative press, the marketing department may hire a:

The attitude formation sequence which matches the typical steps in the hierarchy of effects model is:

In terms of selecting an advertising agency, without clearly understood goals, it is virtually impossible to choose an agency because company leaders may not have a clear idea of what they want to accomplish.

Explain the concept of the means-end chain.

In a creative brief, the message theme is the:

The current trend in developing taglines is to make them longer.

In terms of the creative brief, the support takes the form of facts that substantiate the message theme.

Knowing an advertising agency's client retention rate helps reveal how effective the agency has been in working with various clients.

The average person encounters more than 800 advertisements per day.

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

Personal chemistry is a selection factor that should:

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs except:

In a creative brief, the message theme is the benefit or promise the advertiser will use to reach consumers or businesses.

Explain the relationship between verbal and visual elements of an ad and how these elements are encoded in the brain.

In the past, creatives designing business-to-business advertisements relied heavily on the verbal or written element rather than on visuals. In recent years, there has been a shift to using stronger visual elements in business-to-business advertisements.

A top-of-mind brand creates the impression that it is the easiest to buy.

In preparing a creative brief, the only information required in terms of the target audience is demographic characteristics. The creative can research the other information as he or she designs the ad.

In selecting an advertising agency, it is important to assess the agency's production capabilities and media purchasing capabilities, even if these services will not be a part of the contract with the agency.

Crowdsourcing is the process of:

In business-to-business situations, being top-of-mind or top-choice is most important in:

A " right-brain" advertisement is logical, factual, and rational.

If a company received negative press, the marketing department may hire a:

The attitude formation sequence which matches the typical steps in the hierarchy of effects model is:

In terms of selecting an advertising agency, without clearly understood goals, it is virtually impossible to choose an agency because company leaders may not have a clear idea of what they want to accomplish.

Explain the concept of the means-end chain.

In a creative brief, the message theme is the:

The current trend in developing taglines is to make them longer.

In terms of the creative brief, the support takes the form of facts that substantiate the message theme.

Knowing an advertising agency's client retention rate helps reveal how effective the agency has been in working with various clients.

The average person encounters more than 800 advertisements per day.

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