Question 1

A creative brief may include each of the following except:

Accepted Answer

A) an objective of building brand image. 
B) specifying the target audience. 
C) describing the public relations program. 
D) a clear message theme. 
A) an objective of building brand image. 
B) specifying the target audience. 
C) describing the public relations program. 
D) a clear message theme.

Question 2

Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing liking, preference, and conviction for a product.

Accepted Answer

A) True 
 B)False

Question 3

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

Accepted Answer

A) message theme. 
B) advertising management program. 
C) executional framework. 
D) communication analysis. 
A) message theme. 
B) advertising management program. 
C) executional framework. 
D) communication analysis.

Question 4

A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.

Accepted Answer

A) True 
 B)False

Question 5

In a creative brief, the message theme is:

Accepted Answer

A) a form of leverage point. 
B) the media choices a company makes. 
C) the key idea(s)an advertisement conveys. 
D) the type of appeal that is used in an advertisement. 
A) a form of leverage point. 
B) the media choices a company makes. 
C) the key idea(s)an advertisement conveys. 
D) the type of appeal that is used in an advertisement.

Question 6

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 7

When a television advertisement makes a special offer on a piece of luggage encouraging viewers to call a toll-free number to take advantage of the special, the ad is designed to achieve the goal of:

Accepted Answer

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

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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 10

When an advertising agency has relevant experience in a particular product category but not with a particular brand, it creates a conflict of interest.

Accepted Answer

A) True 
 B)False

Question 11

A conflict of interest would be present if the:

Accepted Answer

A) client company's leaders cannot decide which ad agency to select. 
B) ad agency already represents a similar product. 
C) client company employs several former members of the ad agency. 
D) ad agency employs several former members of the client company. 
A) client company's leaders cannot decide which ad agency to select. 
B) ad agency already represents a similar product. 
C) client company employs several former members of the ad agency. 
D) ad agency employs several former members of the client company.

Question 12

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 13

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

Accepted Answer

A) True 
 B)False

Question 14

An advertisement for an Applebee's restaurant that provides information about its location, operating hours, and different types of food it offers seeks to achieve which advertising goal?

Accepted Answer

A) Build brand image 
B) Inform 
C) Persuade 
D) Support other marketing efforts 
A) Build brand image 
B) Inform 
C) Persuade 
D) Support other marketing efforts

Question 15

Each of the following statements about variability theory is 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 16

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 17

Describe the 75-15-10 rule.

Accepted Answer

The 75-15-10 breakdown suggests that 75

Question 18

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

Accepted Answer

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

Question 19

In the process of selecting an advertising agency selection process, a shootout includes:

Accepted Answer

A) goal setting processes. 
B) developing selection criteria. 
C) obtaining references. 
D) evaluating creative pitches. 
A) goal setting processes. 
B) developing selection criteria. 
C) obtaining references. 
D) evaluating creative pitches.

Question 20

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

Accepted Answer

∙Media service companies negotiate and p

A creative brief may include each of the following except:

Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing liking, preference, and conviction for a product.

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.

In a creative brief, the message theme is:

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.

When a television advertisement makes a special offer on a piece of luggage encouraging viewers to call a toll-free number to take advantage of the special, the ad is designed to achieve the goal of:

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

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:

When an advertising agency has relevant experience in a particular product category but not with a particular brand, it creates a conflict of interest.

A conflict of interest would be present if the:

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

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

An advertisement for an Applebee's restaurant that provides information about its location, operating hours, and different types of food it offers seeks to achieve which advertising goal?

Each of the following statements about variability theory is true except:

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

Describe the 75-15-10 rule.

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

In the process of selecting an advertising agency selection process, a shootout includes:

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

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 creative brief may include each of the following except:

Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing liking, preference, and conviction for a product.

The process of preparing and integrating a company's advertising efforts with the overall IMC message is the:

A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.

In a creative brief, the message theme is:

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.

When a television advertisement makes a special offer on a piece of luggage encouraging viewers to call a toll-free number to take advantage of the special, the ad is designed to achieve the goal of:

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

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:

When an advertising agency has relevant experience in a particular product category but not with a particular brand, it creates a conflict of interest.

A conflict of interest would be present if the:

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

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

An advertisement for an Applebee's restaurant that provides information about its location, operating hours, and different types of food it offers seeks to achieve which advertising goal?

Each of the following statements about variability theory is true except:

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

Describe the 75-15-10 rule.

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

In the process of selecting an advertising agency selection process, a shootout includes:

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

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