Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Visual elements of an advertisement are stored in:

Accepted Answer

A) the left side of the brain. 
B) the right side of the brain. 
C) both sides of the brain. 
D) the left side of the brain if the visual is abstract and right side if the visual is concrete. 
A) the left side of the brain. 
B) the right side of the brain. 
C) both sides of the brain. 
D) the left side of the brain if the visual is abstract and right side if the visual is concrete.

Question 3

Each of the following is an examples of an advertising goal except:

Accepted Answer

A) building brand image. 
B) defending against lawsuits. 
C) to inform. 
D) to persuade. 
A) building brand image. 
B) defending against lawsuits. 
C) to inform. 
D) to persuade.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Ads with concrete images tend to lead to more favorable attitudes than ads with no pictures or abstract pictures.

Accepted Answer

A) True 
 B)False

Question 6

What are the advantages of using in-house advertising created by the marketing department?

Accepted Answer

An in-house department has the advantage

Question 7

Advertising agencies offer each of the following advantages except:

Accepted Answer

A) potentially lower costs due to efficiency. 
B) better understanding of the product and how it is used by consumers. 
C) greater expertise and access to top creative talent. 
D) perspective of an outsider. 
A) potentially lower costs due to efficiency. 
B) better understanding of the product and how it is used by consumers. 
C) greater expertise and access to top creative talent. 
D) perspective of an outsider.

Question 8

A shopper who sees an item in a store, becomes intrigued, and then immediately makes a purchase follows the sequence of the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 9

Visual Esperanto is:

Accepted Answer

A) an application of the hierarchy of effects model. 
B) a universal language for global advertising. 
C) a technique for Spanish-speaking advertisers and consumers. 
D) the application of a rational leverage point. 
A) an application of the hierarchy of effects model. 
B) a universal language for global advertising. 
C) a technique for Spanish-speaking advertisers and consumers. 
D) the application of a rational leverage point.

Question 10

One of the tasks of the account planner is to make sure the creative team at the advertising agency understands the consumer, or business, that is being targeted by the advertising campaign.

Accepted Answer

A) True 
 B)False

Question 11

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 12

List the elements of a creative brief.

Accepted Answer

∙The objective
∙The

Question 13

The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

Accepted Answer

A) True 
 B)False

Question 14

A Campbell's Soup advertisement is designed to support the launch of a new type of soup and to tell consumers about a special sweepstakes that is tied into the launch. The advertising goal of this advertisement is to:

Accepted Answer

A) encourage action. 
B) inform. 
C) persuade. 
D) support other marketing efforts. 
A) encourage action. 
B) inform. 
C) persuade. 
D) support other marketing efforts.

Question 15

In 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 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

Which suggests that further advertising and promotion expenditures may result in adverse effects on profits?

Accepted Answer

A) A sales-response function 
B) A marginal analysis 
C) Average return on investment curve 
D) Promotions opportunity curve 
A) A sales-response function 
B) A marginal analysis 
C) Average return on investment curve 
D) Promotions opportunity curve

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

Visual elements of an advertisement are stored in:

Each of the following is an examples of an advertising goal except:

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

Ads with concrete images tend to lead to more favorable attitudes than ads with no pictures or abstract pictures.

What are the advantages of using in-house advertising created by the marketing department?

Advertising agencies offer each of the following advantages except:

A shopper who sees an item in a store, becomes intrigued, and then immediately makes a purchase follows the sequence of the hierarchy of effects model.

Visual Esperanto is:

One of the tasks of the account planner is to make sure the creative team at the advertising agency understands the consumer, or business, that is being targeted by the advertising campaign.

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.

List the elements of a creative brief.

The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

A Campbell's Soup advertisement is designed to support the launch of a new type of soup and to tell consumers about a special sweepstakes that is tied into the launch. The advertising goal of this advertisement is to:

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

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.

Which suggests that further advertising and promotion expenditures may result in adverse effects on profits?

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.

Visual elements of an advertisement are stored in:

Each of the following is an examples of an advertising goal except:

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

Ads with concrete images tend to lead to more favorable attitudes than ads with no pictures or abstract pictures.

What are the advantages of using in-house advertising created by the marketing department?

Advertising agencies offer each of the following advantages except:

A shopper who sees an item in a store, becomes intrigued, and then immediately makes a purchase follows the sequence of the hierarchy of effects model.

Visual Esperanto is:

One of the tasks of the account planner is to make sure the creative team at the advertising agency understands the consumer, or business, that is being targeted by the advertising campaign.

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.

List the elements of a creative brief.

The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

A Campbell's Soup advertisement is designed to support the launch of a new type of soup and to tell consumers about a special sweepstakes that is tied into the launch. The advertising goal of this advertisement is to:

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

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.

Which suggests that further advertising and promotion expenditures may result in adverse effects on profits?

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