Question 1

Which individual develops and produces the actual advertisement?

Accepted Answer

A) Account executive 
B) Creative 
C) Account planner 
D) Media planner 
A) Account executive 
B) Creative 
C) Account planner 
D) Media planner

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

A "left-brain" advertisement is oriented towards emotion and feelings.

Accepted Answer

A) True 
 B)False

Question 4

The 75-15-10 rule suggests that 75 percent of the money spent on advertising should be spent for media buys.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Liking follows awareness and knowledge in the hierarchy of effects model.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

One of the advantages of an external advertising agency over an in-house marketing group is that the external agency offers greater expertise and has access to top creative talent.

Accepted Answer

A) True 
 B)False

Question 9

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 10

A disclaimer warranty typically specifies each of the following except:

Accepted Answer

A) the conditions under which a warranty will be honored. 
B) statements about past legal actions regarding the product. 
C) potential hazards associated with products. 
D) the terms of financing agreements, bonuses, and discounts. 
A) the conditions under which a warranty will be honored. 
B) statements about past legal actions regarding the product. 
C) potential hazards associated with products. 
D) the terms of financing agreements, bonuses, and discounts.

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

In a creative brief, the message theme is the:

Accepted Answer

A) rationale behind a unique selling point. 
B) benefit or promise the advertiser wants to convey. 
C) written or verbal component of the ad. 
D) information provided in the ad to support the key idea. 
A) rationale behind a unique selling point. 
B) benefit or promise the advertiser wants to convey. 
C) written or verbal component of the ad. 
D) information provided in the ad to support the key idea.

Question 13

Which individual works closely with the account executive to schedule the various aspects of the agency's work to ensure the work is completed by the target deadline?

Accepted Answer

A) Account planner 
B) Traffic manager 
C) Media buyer 
D) Media planner 
A) Account planner 
B) Traffic manager 
C) Media buyer 
D) Media planner

Question 14

A brand that is both top-of-mind and top-choice reflects:

Accepted Answer

A) a high degree of brand parity. 
B) a high level of brand equity. 
C) brand availability. 
D) distinct private branding. 
A) a high degree of brand parity. 
B) a high level of brand equity. 
C) brand availability. 
D) distinct private branding.

Question 15

What major roles are played by personnel in an advertising agency?

Accepted Answer

The primary roles within the a

Question 16

In media selection in the business-to-business sector, it is important to know:

Accepted Answer

A) the trade journals and business publications members of the buying center read. 
B) the television shows the members of the buying center watch. 
C) where the buying center members go for product information. 
D) which media the deciders use for product information. 
A) the trade journals and business publications members of the buying center read. 
B) the television shows the members of the buying center watch. 
C) where the buying center members go for product information. 
D) which media the deciders use for product information.

Question 17

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 18

When selecting an advertising agency, the request for a creative pitch should occur after the:

Accepted Answer

A) goals have been set. 
B) initial list of applicants has been screened. 
C) list has been reduced to only two or three viable candidates. 
D) selection process to be used and the criteria for selection have been decided. 
A) goals have been set. 
B) initial list of applicants has been screened. 
C) list has been reduced to only two or three viable candidates. 
D) selection process to be used and the criteria for selection have been decided.

Question 19

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

Accepted Answer

A) Recognition 
B) Liking 
C) Preference 
D) Knowledge 
A) Recognition 
B) Liking 
C) Preference 
D) Knowledge

Question 20

When a concave downward function is present, increasing advertising expenditures result in:

Accepted Answer

A) greater sales. 
B) diminishing returns. 
C) average returns. 
D) further advertising expenditures. 
A) greater sales. 
B) diminishing returns. 
C) average returns. 
D) further advertising expenditures.

Which individual develops and produces the actual advertisement?

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

A "left-brain" advertisement is oriented towards emotion and feelings.

The 75-15-10 rule suggests that 75 percent of the money spent on advertising should be spent for media buys.

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

Liking follows awareness and knowledge in the hierarchy of effects model.

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

One of the advantages of an external advertising agency over an in-house marketing group is that the external agency offers greater expertise and has access to top creative talent.

The final step of the hierarchy of effects model is:

A disclaimer warranty typically specifies each of the following except:

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.

In a creative brief, the message theme is the:

Which individual works closely with the account executive to schedule the various aspects of the agency's work to ensure the work is completed by the target deadline?

A brand that is both top-of-mind and top-choice reflects:

What major roles are played by personnel in an advertising agency?

In media selection in the business-to-business sector, it is important to know:

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

When selecting an advertising agency, the request for a creative pitch should occur after the:

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

When a concave downward function is present, increasing advertising expenditures result in:

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

Which individual develops and produces the actual advertisement?

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

A "left-brain" advertisement is oriented towards emotion and feelings.

The 75-15-10 rule suggests that 75 percent of the money spent on advertising should be spent for media buys.

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

Liking follows awareness and knowledge in the hierarchy of effects model.

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

One of the advantages of an external advertising agency over an in-house marketing group is that the external agency offers greater expertise and has access to top creative talent.

The final step of the hierarchy of effects model is:

A disclaimer warranty typically specifies each of the following except:

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.

In a creative brief, the message theme is the:

Which individual works closely with the account executive to schedule the various aspects of the agency's work to ensure the work is completed by the target deadline?

A brand that is both top-of-mind and top-choice reflects:

What major roles are played by personnel in an advertising agency?

In media selection in the business-to-business sector, it is important to know:

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

When selecting an advertising agency, the request for a creative pitch should occur after the:

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

When a concave downward function is present, increasing advertising expenditures result in:

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