Question 1

A customer who always buys Coke and Dr. Pepper, and no other brands, holds these two products as:

Accepted Answer

A)  quality brands. 
B)  price brands. 
C)  top-choice brands. 
D)  continuous choices. 
A)  quality brands. 
B)  price brands. 
C)  top-choice brands. 
D)  continuous choices.

Question 2

In terms of the 75-15-10 rule, the 10 represents the amount of money that is spent on creating or designing the ads.

Accepted Answer

A) True 
 B)False

Question 3

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 fact that milk has calcium represents which component of the means-end chain?

Accepted Answer

A)  Product attribute 
B)  Consumer benefit 
C)  Leverage point 
D)  Personal value 
A)  Product attribute 
B)  Consumer benefit 
C)  Leverage point 
D)  Personal value

Question 4

In terms of the relationship between expenditures on advertising communications and subsequent sales revenues, too many marketing managers assume that there is a(n):

Accepted Answer

A)  direct relationship. 
B)  indirect relationship. 
C)  inverted U-shaped relationship. 
D)  inverse relationship. 
A)  direct relationship. 
B)  indirect relationship. 
C)  inverted U-shaped relationship. 
D)  inverse relationship.

Question 5

The early effects of an advertising campaign may be minimal, but over time gain momentum. This phenomenon is:

Accepted Answer

A)  diminishing returns. 
B)  threshold effects. 
C)  the sales-response curve. 
D)  carryover effect. 
A)  diminishing returns. 
B)  threshold effects. 
C)  the sales-response curve. 
D)  carryover effect.

Question 6

The hierarchy of effects model:

Accepted Answer

A)  only works in the correct sequence of the model. 
B)  is designed to build recall more than an actual purchase decision. 
C)  clarifies the advertising approach to use by showing what to emphasize during each stage of the model. 
D)  leads to impulse buying decisions if applied correctly. 
A)  only works in the correct sequence of the model. 
B)  is designed to build recall more than an actual purchase decision. 
C)  clarifies the advertising approach to use by showing what to emphasize during each stage of the model. 
D)  leads to impulse buying decisions if applied correctly.

Question 7

A boutique agency provides a full range of advertising services.

Accepted Answer

A) True 
 B)False

Question 8

An external advertising agency may actually cost less than doing advertising work in-house.

Accepted Answer

A) True 
 B)False

Question 9

A key component of building brand image and brand equity is developing brand awareness.

Accepted Answer

A) True 
 B)False

Question 10

The major benefit of the hierarchy of effects model is that it is one method to identify the typical steps consumers and businesses take when making purchases.

Accepted Answer

A) True 
 B)False

Question 11

A threshold effect means that an ad has been shown often enough so that the consumer will remember the company or brand when it is time to buy the product.

Accepted Answer

A) True 
 B)False

Question 12

A media service company:

Accepted Answer

A)  negotiates contract rates between the agency and the client. 
B)  negotiates pay rates for creatives and advertising performers. 
C)  negotiates and purchases media packages. 
D)  handles direct marketing efforts. 
A)  negotiates contract rates between the agency and the client. 
B)  negotiates pay rates for creatives and advertising performers. 
C)  negotiates and purchases media packages. 
D)  handles direct marketing efforts.

Question 13

The means-end chain approach suggests that an advertisement should contain a message or means that:

Accepted Answer

A)  leads the consumer to a desired end state. 
B)  changes a consumer's attitude. 
C)  modifies a consumer's beliefs. 
D)  stimulates some type of behavior. 
A)  leads the consumer to a desired end state. 
B)  changes a consumer's attitude. 
C)  modifies a consumer's beliefs. 
D)  stimulates some type of behavior.

Question 14

Visual elements of an advertisement are stored in the brain as:

Accepted Answer

A)  forms of verbal cues. 
B)  images or pictures. 
C)  abstractions. 
D)  both pictures and words. 
A)  forms of verbal cues. 
B)  images or pictures. 
C)  abstractions. 
D)  both pictures and words.

Question 15

The key go-between for the advertising agency and a client company is usually the:

Accepted Answer

A)  account executive. 
B)  creative. 
C)  account planner. 
D)  traffic manager. 
A)  account executive. 
B)  creative. 
C)  account planner. 
D)  traffic manager.

Question 16

With regard to the account size in determining whether to use an external agency or perform the work in-house, all of the following statements are true except:

Accepted Answer

A)  a small account is not usually attractive to a large agency. 
B)  if 75 percent of the advertising budget cannot be used to buy media time and space, it is better to perform the work in-house. 
C)  if the agency charges more than 25 percent of the money to design and create the ads, then the account is too small to use an external agency. 
D)  a small agency is not a viable choice, even for a small account, because the agency will lack the necessary resources to do the work. 
A)  a small account is not usually attractive to a large agency. 
B)  if 75 percent of the advertising budget cannot be used to buy media time and space, it is better to perform the work in-house. 
C)  if the agency charges more than 25 percent of the money to design and create the ads, then the account is too small to use an external agency. 
D)  a small agency is not a viable choice, even for a small account, because the agency will lack the necessary resources to do the work.

Question 17

A traffic manager is the person who schedules media for advertising.

Accepted Answer

A) True 
 B)False

Question 18

Name and describe other types of agencies that serve client firms, besides advertising agencies.

Accepted Answer

Media service companies negotiate and pu

Question 19

The affective component of attitude matches which components of the hierarchy of effects model?

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 20

Successful brands exhibit two characteristics: top-choice and top-preference.

Accepted Answer

A) True 
 B)False

A customer who always buys Coke and Dr. Pepper, and no other brands, holds these two products as:

In terms of the 75-15-10 rule, the 10 represents the amount of money that is spent on creating or designing the ads.

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 fact that milk has calcium represents which component of the means-end chain?

In terms of the relationship between expenditures on advertising communications and subsequent sales revenues, too many marketing managers assume that there is a(n):

The early effects of an advertising campaign may be minimal, but over time gain momentum. This phenomenon is:

The hierarchy of effects model:

A boutique agency provides a full range of advertising services.

An external advertising agency may actually cost less than doing advertising work in-house.

A key component of building brand image and brand equity is developing brand awareness.

The major benefit of the hierarchy of effects model is that it is one method to identify the typical steps consumers and businesses take when making purchases.

A threshold effect means that an ad has been shown often enough so that the consumer will remember the company or brand when it is time to buy the product.

A media service company:

The means-end chain approach suggests that an advertisement should contain a message or means that:

Visual elements of an advertisement are stored in the brain as:

The key go-between for the advertising agency and a client company is usually the:

With regard to the account size in determining whether to use an external agency or perform the work in-house, all of the following statements are true except:

A traffic manager is the person who schedules media for advertising.

Name and describe other types of agencies that serve client firms, besides advertising agencies.

The affective component of attitude matches which components of the hierarchy of effects model?

Successful brands exhibit two characteristics: top-choice and top-preference.

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 customer who always buys Coke and Dr. Pepper, and no other brands, holds these two products as:

In terms of the 75-15-10 rule, the 10 represents the amount of money that is spent on creating or designing the ads.

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 fact that milk has calcium represents which component of the means-end chain?

In terms of the relationship between expenditures on advertising communications and subsequent sales revenues, too many marketing managers assume that there is a(n):

The early effects of an advertising campaign may be minimal, but over time gain momentum. This phenomenon is:

The hierarchy of effects model:

A boutique agency provides a full range of advertising services.

An external advertising agency may actually cost less than doing advertising work in-house.

A key component of building brand image and brand equity is developing brand awareness.

The major benefit of the hierarchy of effects model is that it is one method to identify the typical steps consumers and businesses take when making purchases.

A threshold effect means that an ad has been shown often enough so that the consumer will remember the company or brand when it is time to buy the product.

A media service company:

The means-end chain approach suggests that an advertisement should contain a message or means that:

Visual elements of an advertisement are stored in the brain as:

The key go-between for the advertising agency and a client company is usually the:

With regard to the account size in determining whether to use an external agency or perform the work in-house, all of the following statements are true except:

A traffic manager is the person who schedules media for advertising.

Name and describe other types of agencies that serve client firms, besides advertising agencies.

The affective component of attitude matches which components of the hierarchy of effects model?

Successful brands exhibit two characteristics: top-choice and top-preference.

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