Question 1

A "right-brain" advertisement is:

Accepted Answer

A)  oriented towards the logical, rational side of the brain. 
B)  oriented towards the emotional or feeling side of the brain. 
C)  used primarily for business-to-business advertisements. 
D)  used with pulsating distribution schedules. 
A)  oriented towards the logical, rational side of the brain. 
B)  oriented towards the emotional or feeling side of the brain. 
C)  used primarily for business-to-business advertisements. 
D)  used with pulsating distribution schedules.

Question 2

If company leaders wanted to make sure an integrated approach is used in marketing communications, the best approach would be to:

Accepted Answer

A)  hire a full-service agency. 
B)  use a boutique agency. 
C)  use a media service company to buy media time, but do the creative with freelancers. 
D)  utilize different companies for each aspect of the advertising campaign. 
A)  hire a full-service agency. 
B)  use a boutique agency. 
C)  use a media service company to buy media time, but do the creative with freelancers. 
D)  utilize different companies for each aspect of the advertising campaign.

Question 3

Advantages of an in-house advertising department include all of the following except:

Accepted Answer

A)  greater expertise and talent on creating ads. 
B)  lower costs. 
C)  the message can be aligned with the brand and other company communications. 
D)  the CEO and upper management can work closely with the marketing team. 
A)  greater expertise and talent on creating ads. 
B)  lower costs. 
C)  the message can be aligned with the brand and other company communications. 
D)  the CEO and upper management can work closely with the marketing team.

Question 4

Visual images tend to be more difficult to remember than verbal copy.

Accepted Answer

A) True 
 B)False

Question 5

In terms of the creative brief, legal and mandatory restrictions placed on advertisements are also called constraints.

Accepted Answer

A) True 
 B)False

Question 6

Based on the concepts present in the hierarchy of effects model, conative-oriented advertisements are superior in facilitating product purchases and other consumer actions.

Accepted Answer

A) True 
 B)False

Question 7

Winning a variety of advertising awards for creativity assures a company that an advertising agency can be objective in developing a campaign.

Accepted Answer

A) True 
 B)False

Question 8

Name the components of the hierarchy of effects model and explain why it is an important theory in advertising.

Accepted Answer

• Awareness
• Knowledge
• Liking
• Prefe

Question 9

Abstract pictures instill higher levels of recall than concrete pictures because of the dual-coding process that occurs with abstract pictures whereby the image is stored in the brain as both a visual and a verbal representation.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following situations would be considered as a conflict of interest in the selection of an advertising agency?

Accepted Answer

A)  The advertising agency is owned by a larger company. 
B)  The advertising agency already represents a similar product or company. 
C)  The advertising agency outsources creative work. 
D)  The creative works for more than one client. 
A)  The advertising agency is owned by a larger company. 
B)  The advertising agency already represents a similar product or company. 
C)  The advertising agency outsources creative work. 
D)  The creative works for more than one client.

Question 11

One important decision in advertising management is the choice between an in-house advertising group and an external advertising agency.

Accepted Answer

A) True 
 B)False

Question 12

In a creative brief, an endorsement by 8 out of 10 doctors recommending a product is a form of:

Accepted Answer

A)  disclaimer. 
B)  message theme. 
C)  support. 
D)  constraint. 
A)  disclaimer. 
B)  message theme. 
C)  support. 
D)  constraint.

Question 13

A means-end chain stresses the linkage between a product's attributes and its price.

Accepted Answer

A) True 
 B)False

Question 14

In terms of the visual element of an advertisement, a concrete image has a:

Accepted Answer

A)  higher level of recall than an abstract image. 
B)  lower level of recall than an abstract image. 
C)  lesser impact on the affective component of attitude than an abstract image. 
D)  lesser impact on the cognitive component of attitude than on the affective component. 
A)  higher level of recall than an abstract image. 
B)  lower level of recall than an abstract image. 
C)  lesser impact on the affective component of attitude than an abstract image. 
D)  lesser impact on the cognitive component of attitude than on the affective component.

Question 15

The key phrase in an advertisement that is memorable and identifies the uniqueness of the brand is:

Accepted Answer

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

Question 16

In terms of campaign duration, changing ads within a campaign frequently will increase brand recall and enhance the probability the message will be embedded in the consumer's long-term memory.

Accepted Answer

A) True 
 B)False

Question 17

All of the following are advantages of using an in-house advertising department except:

Accepted Answer

A)  a better understanding of the product and mission of the company. 
B)  produce ads faster. 
C)  a better understanding of consumers and consumer trends. 
D)  greater consistency in ads because of lower turnover among the creative team. 
A)  a better understanding of the product and mission of the company. 
B)  produce ads faster. 
C)  a better understanding of consumers and consumer trends. 
D)  greater consistency in ads because of lower turnover among the creative team.

Question 18

The final step of the hierarchy of effects model is:

Accepted Answer

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

Question 19

A boutique-type advertising agency:

Accepted Answer

A)  offers a wide array of services. 
B)  is designed to handle smaller accounts. 
C)  serves in-house clients. 
D)  offers one or a few specialized service or works with one type of client. 
A)  offers a wide array of services. 
B)  is designed to handle smaller accounts. 
C)  serves in-house clients. 
D)  offers one or a few specialized service or works with one type of client.

Question 20

To be effective in terms of using an external agency, at least 75 percent of the advertising budget should be spent on media buys.

Accepted Answer

A) True 
 B)False

A "right-brain" advertisement is:

If company leaders wanted to make sure an integrated approach is used in marketing communications, the best approach would be to:

Advantages of an in-house advertising department include all of the following except:

Visual images tend to be more difficult to remember than verbal copy.

In terms of the creative brief, legal and mandatory restrictions placed on advertisements are also called constraints.

Based on the concepts present in the hierarchy of effects model, conative-oriented advertisements are superior in facilitating product purchases and other consumer actions.

Winning a variety of advertising awards for creativity assures a company that an advertising agency can be objective in developing a campaign.

Name the components of the hierarchy of effects model and explain why it is an important theory in advertising.

Abstract pictures instill higher levels of recall than concrete pictures because of the dual-coding process that occurs with abstract pictures whereby the image is stored in the brain as both a visual and a verbal representation.

Which of the following situations would be considered as a conflict of interest in the selection of an advertising agency?

One important decision in advertising management is the choice between an in-house advertising group and an external advertising agency.

In a creative brief, an endorsement by 8 out of 10 doctors recommending a product is a form of:

A means-end chain stresses the linkage between a product's attributes and its price.

In terms of the visual element of an advertisement, a concrete image has a:

The key phrase in an advertisement that is memorable and identifies the uniqueness of the brand is:

In terms of campaign duration, changing ads within a campaign frequently will increase brand recall and enhance the probability the message will be embedded in the consumer's long-term memory.

All of the following are advantages of using an in-house advertising department except:

The final step of the hierarchy of effects model is:

A boutique-type advertising agency:

To be effective in terms of using an external agency, at least 75 percent of the advertising budget should be spent on media buys.

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 "right-brain" advertisement is:

If company leaders wanted to make sure an integrated approach is used in marketing communications, the best approach would be to:

Advantages of an in-house advertising department include all of the following except:

Visual images tend to be more difficult to remember than verbal copy.

In terms of the creative brief, legal and mandatory restrictions placed on advertisements are also called constraints.

Based on the concepts present in the hierarchy of effects model, conative-oriented advertisements are superior in facilitating product purchases and other consumer actions.

Winning a variety of advertising awards for creativity assures a company that an advertising agency can be objective in developing a campaign.

Name the components of the hierarchy of effects model and explain why it is an important theory in advertising.

Abstract pictures instill higher levels of recall than concrete pictures because of the dual-coding process that occurs with abstract pictures whereby the image is stored in the brain as both a visual and a verbal representation.

Which of the following situations would be considered as a conflict of interest in the selection of an advertising agency?

One important decision in advertising management is the choice between an in-house advertising group and an external advertising agency.

In a creative brief, an endorsement by 8 out of 10 doctors recommending a product is a form of:

A means-end chain stresses the linkage between a product's attributes and its price.

In terms of the visual element of an advertisement, a concrete image has a:

The key phrase in an advertisement that is memorable and identifies the uniqueness of the brand is:

In terms of campaign duration, changing ads within a campaign frequently will increase brand recall and enhance the probability the message will be embedded in the consumer's long-term memory.

All of the following are advantages of using an in-house advertising department except:

The final step of the hierarchy of effects model is:

A boutique-type advertising agency:

To be effective in terms of using an external agency, at least 75 percent of the advertising budget should be spent on media buys.

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