Exam 5: Advertising Management

Repetition of visual elements, taglines, copy or other elements within an advertising campaign increases ad recall, but not brand recall.

Which step immediately follows awareness and knowledge in the hierarchy of effects model?

A boutique agency provides a full range of advertising services.

Consistency across advertising campaigns is ordinarily not a major concern in advertising management.

Explain the concept of visual Esperanto.

The key to creating a successful visual Esperanto advertisement is creating something that transcends cultures, through a(n):

Matching the size of an advertising agency to the size of the client company is typically not a key issue in agency selection.

An advertising account executive is the person who actually develops and produces the advertisement.

To be effective in terms of using an external agency, at least 10 percent of the advertising budget should be spent on media buys.

Which is present when consumers begin to think of an advertisement as old or stale?

Crowdsourcing is the process of:

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.

Crowdsourcing is the process of outsourcing the production aspect of an advertisement to the public.

Personal chemistry is a selection factor that should:

When two or more companies compete for a contract with their own creative pitches, the process is called a shootout.

A means-end chain is the basis for the:

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

Advertising goals are derived from:

Asking two or more advertising companies to make a creative pitch is sometimes called:

Identify the most common advertising goals.