Question 1

In business-to-business situations, being top-of-mind or top-choice is most important in:

Accepted Answer

A) modified rebuy situations. 
B) straight rebuy situations. 
C) new task purchases. 
D) contract review situations. 
A) modified rebuy situations. 
B) straight rebuy situations. 
C) new task purchases. 
D) contract review situations.

Question 2

Visual elements in an advertisement can be stored in the brain as both pictures and words.

Accepted Answer

A) True 
 B)False

Question 3

A "left-brain" advertisement is:

Accepted Answer

A) oriented towards the logical, rational side of the brain. 
B) oriented towards the emotional or feeling side of the brain. 
C) used primarily for consumer advertisements. 
D) used with pulsating distribution schedules. 
A) oriented towards the logical, rational side of the brain. 
B) oriented towards the emotional or feeling side of the brain. 
C) used primarily for consumer advertisements. 
D) used with pulsating distribution schedules.

Question 4

A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.

Accepted Answer

A) True 
 B)False

Question 5

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs except:

Accepted Answer

A) awareness. 
B) liking. 
C) knowledge. 
D) conviction. 
A) awareness. 
B) liking. 
C) knowledge. 
D) conviction.

Question 6

The cognitive component of attitude matches the hierarchy of effects model's components of:

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 7

Visual Esperanto is the development of an image that readily translates across cultures, but only with certain languages, such as Spanish.

Accepted Answer

A) True 
 B)False

Question 8

Each of the following statements about campaign duration is true except:

Accepted Answer

A) changing ads within a campaign too frequently can impede message retention. 
B) typical duration for most campaigns is around 1 year. 
C) a campaign should last long enough for the message to be embedded in consumers' long-term memories. 
D) the criterion typically used to determine when to change a campaign is wear-out effect. 
A) changing ads within a campaign too frequently can impede message retention. 
B) typical duration for most campaigns is around 1 year. 
C) a campaign should last long enough for the message to be embedded in consumers' long-term memories. 
D) the criterion typically used to determine when to change a campaign is wear-out effect.

Question 9

In the past, creatives designing business-to-business ads relied heavily on:

Accepted Answer

A) a blend of visual and verbal elements. 
B) the visual component of the ad. 
C) the verbal or written component of the ad. 
D) conative-oriented ads. 
A) a blend of visual and verbal elements. 
B) the visual component of the ad. 
C) the verbal or written component of the ad. 
D) conative-oriented ads.

Question 10

Persuasive advertising is used more in the business-to-business sector than in consumer marketing.

Accepted Answer

A) True 
 B)False

Question 11

The 75-15-10 rule suggest that 75 percent represents the:

Accepted Answer

A) money spent on media time or space. 
B) money spent on ad production. 
C) money spent for the creative work. 
D) percentage of the work that must be completed before the client can be billed. 
A) money spent on media time or space. 
B) money spent on ad production. 
C) money spent for the creative work. 
D) percentage of the work that must be completed before the client can be billed.

Question 12

Decay effects occur when a company's advertisements have become old or boring.

Accepted Answer

A) True 
 B)False

Question 13

If a radio advertisement conjures images that consumers can see clearly in their minds, the effect may be greater than seeing an actual visual portrayal.

Accepted Answer

A) True 
 B)False

Question 14

Chemistry is the feeling that an advertising agency and a client company will work well together.

Accepted Answer

A) True 
 B)False

Question 15

Which statement below about the visual element in an advertisement is false?

Accepted Answer

A) Visual elements are stored only in the left side of the brain. 
B) Visual elements tend to be more easily remembered than verbal copy. 
C) Visual elements are stored in the brain as both pictures and words. 
D) Visual images often lead to more favorable attitudes toward both the advertisement and the brand. 
A) Visual elements are stored only in the left side of the brain. 
B) Visual elements tend to be more easily remembered than verbal copy. 
C) Visual elements are stored in the brain as both pictures and words. 
D) Visual images often lead to more favorable attitudes toward both the advertisement and the brand.

Question 16

Explain the relationship between verbal and visual elements of an ad and how these elements are encoded in the brain.

Accepted Answer

Visual elements are encoded as both pict

Question 17

Within an advertising agency, the voice of the consumer is represented by the:

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 18

In a creative brief, the support takes the form of facts that substantiate the message theme.

Accepted Answer

A) True 
 B)False

Question 19

A recent trend in media selection is to:

Accepted Answer

A) put media planners on the creative team. 
B) use account planners to work with advertising agencies in designing advertising campaigns. 
C) involve media companies in the latter stages of advertising campaign design. 
D) involve media companies in the early stages of the advertising design process. 
A) put media planners on the creative team. 
B) use account planners to work with advertising agencies in designing advertising campaigns. 
C) involve media companies in the latter stages of advertising campaign design. 
D) involve media companies in the early stages of the advertising design process.

Question 20

When selecting an advertising agency, a creative pitch is a formal presentation addressing a specific problem, situation, or set of questions.

Accepted Answer

A) True 
 B)False

In business-to-business situations, being top-of-mind or top-choice is most important in:

Visual elements in an advertisement can be stored in the brain as both pictures and words.

A "left-brain" advertisement is:

A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs except:

The cognitive component of attitude matches the hierarchy of effects model's components of:

Visual Esperanto is the development of an image that readily translates across cultures, but only with certain languages, such as Spanish.

Each of the following statements about campaign duration is true except:

In the past, creatives designing business-to-business ads relied heavily on:

Persuasive advertising is used more in the business-to-business sector than in consumer marketing.

The 75-15-10 rule suggest that 75 percent represents the:

Decay effects occur when a company's advertisements have become old or boring.

If a radio advertisement conjures images that consumers can see clearly in their minds, the effect may be greater than seeing an actual visual portrayal.

Chemistry is the feeling that an advertising agency and a client company will work well together.

Which statement below about the visual element in an advertisement is false?

Explain the relationship between verbal and visual elements of an ad and how these elements are encoded in the brain.

Within an advertising agency, the voice of the consumer is represented by the:

In a creative brief, the support takes the form of facts that substantiate the message theme.

A recent trend in media selection is to:

When selecting an advertising agency, a creative pitch is a formal presentation addressing a specific problem, situation, or set of questions.

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

In business-to-business situations, being top-of-mind or top-choice is most important in:

Visual elements in an advertisement can be stored in the brain as both pictures and words.

A "left-brain" advertisement is:

A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.

In the hierarchy of effects model, preference for a particular product only occurs after each of the following occurs except:

The cognitive component of attitude matches the hierarchy of effects model's components of:

Visual Esperanto is the development of an image that readily translates across cultures, but only with certain languages, such as Spanish.

Each of the following statements about campaign duration is true except:

In the past, creatives designing business-to-business ads relied heavily on:

Persuasive advertising is used more in the business-to-business sector than in consumer marketing.

The 75-15-10 rule suggest that 75 percent represents the:

Decay effects occur when a company's advertisements have become old or boring.

If a radio advertisement conjures images that consumers can see clearly in their minds, the effect may be greater than seeing an actual visual portrayal.

Chemistry is the feeling that an advertising agency and a client company will work well together.

Which statement below about the visual element in an advertisement is false?

Explain the relationship between verbal and visual elements of an ad and how these elements are encoded in the brain.

Within an advertising agency, the voice of the consumer is represented by the:

In a creative brief, the support takes the form of facts that substantiate the message theme.

A recent trend in media selection is to:

When selecting an advertising agency, a creative pitch is a formal presentation addressing a specific problem, situation, or set of questions.

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