Question 1

Which of the following is NOT one of the four major staff functions in a full-service advertising agency?

Accepted Answer

A) Marketing research 
B) Account management 
C) Creative services 
D) Media planning 
E) Account planning 
A) Marketing research 
B) Account management 
C) Creative services 
D) Media planning 
E) Account planning

Question 2

Which method of adding value to a product is purely psychological?

Accepted Answer

A) Branding 
B) Reliability 
C) Features 
D) Availability 
E) Durability 
A) Branding 
B) Reliability 
C) Features 
D) Availability 
E) Durability

Question 3

Many businesses have invested in customer ________ to drive communication with customers and keep track of their interactions with the company.

Accepted Answer

A) relationship management 
B) inquiry management 
C) value management 
D) complaint management 
E) regional management 
A) relationship management 
B) inquiry management 
C) value management 
D) complaint management 
E) regional management

Question 4

Prospect marketing is the practice of inviting prospective customers to sign up or self-select into a brand's target market.

Accepted Answer

A) True 
 B)False

Question 5

Explain why someone would rather have a Rolex watch than a Timex watch,which is as reliable as a Rolex but considerably less expensive.

Accepted Answer

Although both are well-known brands,Role

Question 6

Name and describe the seven steps of the marketing process.

Accepted Answer

(1)Researching: The process starts with

Question 7

A ________ strategy directs marketing efforts at resellers,and success depends on the ability of these intermediaries to market the product,which they often do with advertising.

Accepted Answer

A) push 
B) pull 
C) coverage 
D) direct 
E) pulley 
A) push 
B) pull 
C) coverage 
D) direct 
E) pulley

Question 8

Describe the different markets in which marketers may compete.

Accepted Answer

Today,marketers and advertising practiti

Question 9

Which of these is the main reason a marketer might use sales promotion rather than display advertising?

Accepted Answer

A) Build the brand image 
B) Generate immediate sales 
C) Create new customers 
D) Raise product awareness 
E) Change people's perceptions 
A) Build the brand image 
B) Generate immediate sales 
C) Create new customers 
D) Raise product awareness 
E) Change people's perceptions

Question 10

The promotion 'P' of marketing is also known as ________.

Accepted Answer

A) product 
B) distribution 
C) price 
D) marketing communication 
E) differentiation 
A) product 
B) distribution 
C) price 
D) marketing communication 
E) differentiation

Question 11

Shell advertises its alternative energy experiments in order to:

Accepted Answer

A) demonstrate the company's response to climate change 
B) encourage consumers to avoid purchasing petroleum 
C) discourage development of solar energy 
D) promote use of public transportation 
E) prevent a sustainable future 
A) demonstrate the company's response to climate change 
B) encourage consumers to avoid purchasing petroleum 
C) discourage development of solar energy 
D) promote use of public transportation 
E) prevent a sustainable future

Question 12

Which of the following does NOT add value to a product?

Accepted Answer

A) Advertising 
B) Convenience 
C) Useful features 
D) Branding 
E) All of the above can add value to a product. 
A) Advertising 
B) Convenience 
C) Useful features 
D) Branding 
E) All of the above can add value to a product.

Question 13

An advertising agency that is formed for a particular client project and dispersed on completion is called a ________.

Accepted Answer

A) temporary agency 
B) virtual agency 
C) limited agency 
D) disposable agency 
E) collapsible agency 
A) temporary agency 
B) virtual agency 
C) limited agency 
D) disposable agency 
E) collapsible agency

Question 14

________ is the reputation,meaning and value that the brand name or symbol has acquired over time.

Accepted Answer

A) Trademark 
B) Copyright 
C) Brand image 
D) Brand identity 
E) Brand equity 
A) Trademark 
B) Copyright 
C) Brand image 
D) Brand identity 
E) Brand equity

Question 15

You work for an advertising agency and you go to visit a prospective client.They aren't sure why they need an advertising agency in the first place and what a full-service agency does.What would you tell them?

Accepted Answer

A company might use an advertising agenc

Question 16

In an advertising agency,which of the following is responsible for internal tracking of completion of projects?

Accepted Answer

A) The research and development department 
B) The production department 
C) The traffic department 
D) The creative department 
E) The copywriter 
A) The research and development department 
B) The production department 
C) The traffic department 
D) The creative department 
E) The copywriter

Question 17

Which of the following departments in an advertising agency fulfils the three functions of research,planning and buying?

Accepted Answer

A) Account planning department 
B) Art department 
C) Traffic department 
D) Print production department 
E) Media department 
A) Account planning department 
B) Art department 
C) Traffic department 
D) Print production department 
E) Media department

Question 18

According to Frank-Martin Belz,a sustainable marketing orientation is one that encompasses all of these principles EXCEPT:

Accepted Answer

A) ecological 
B) viable 
C) ethical 
D) relationship-based 
E) ethnocentric 
A) ecological 
B) viable 
C) ethical 
D) relationship-based 
E) ethnocentric

Question 19

Which of the following positions in an advertising agency is most closely involved with creative development?

Accepted Answer

A) Account executive 
B) Account planner 
C) Media buyer 
D) Copywriter 
E) Management supervisor 
A) Account executive 
B) Account planner 
C) Media buyer 
D) Copywriter 
E) Management supervisor

Question 20

All of the following are critical marketing concepts that influence advertising EXCEPT:

Accepted Answer

A) exchange 
B) adding value 
C) cultivating relationships 
D) building brands 
E) manufacturing 
A) exchange 
B) adding value 
C) cultivating relationships 
D) building brands 
E) manufacturing

Which of the following is NOT one of the four major staff functions in a full-service advertising agency?

Which method of adding value to a product is purely psychological?

Many businesses have invested in customer ________ to drive communication with customers and keep track of their interactions with the company.

Prospect marketing is the practice of inviting prospective customers to sign up or self-select into a brand's target market.

Explain why someone would rather have a Rolex watch than a Timex watch,which is as reliable as a Rolex but considerably less expensive.

Name and describe the seven steps of the marketing process.

A ________ strategy directs marketing efforts at resellers,and success depends on the ability of these intermediaries to market the product,which they often do with advertising.

Describe the different markets in which marketers may compete.

Which of these is the main reason a marketer might use sales promotion rather than display advertising?

The promotion 'P' of marketing is also known as ________.

Shell advertises its alternative energy experiments in order to:

Which of the following does NOT add value to a product?

An advertising agency that is formed for a particular client project and dispersed on completion is called a ________.

________ is the reputation,meaning and value that the brand name or symbol has acquired over time.

You work for an advertising agency and you go to visit a prospective client.They aren't sure why they need an advertising agency in the first place and what a full-service agency does.What would you tell them?

In an advertising agency,which of the following is responsible for internal tracking of completion of projects?

Which of the following departments in an advertising agency fulfils the three functions of research,planning and buying?

According to Frank-Martin Belz,a sustainable marketing orientation is one that encompasses all of these principles EXCEPT:

Which of the following positions in an advertising agency is most closely involved with creative development?

All of the following are critical marketing concepts that influence advertising EXCEPT:

Introduction to Advertising

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters

Exam 2: Advertisings Role in Marketing

Which of the following is NOT one of the four major staff functions in a full-service advertising agency?

Which method of adding value to a product is purely psychological?

Many businesses have invested in customer ________ to drive communication with customers and keep track of their interactions with the company.

Prospect marketing is the practice of inviting prospective customers to sign up or self-select into a brand's target market.

Explain why someone would rather have a Rolex watch than a Timex watch,which is as reliable as a Rolex but considerably less expensive.

Name and describe the seven steps of the marketing process.

A ________ strategy directs marketing efforts at resellers,and success depends on the ability of these intermediaries to market the product,which they often do with advertising.

Describe the different markets in which marketers may compete.

Which of these is the main reason a marketer might use sales promotion rather than display advertising?

The promotion 'P' of marketing is also known as ________.

Shell advertises its alternative energy experiments in order to:

Which of the following does NOT add value to a product?

An advertising agency that is formed for a particular client project and dispersed on completion is called a ________.

________ is the reputation,meaning and value that the brand name or symbol has acquired over time.

You work for an advertising agency and you go to visit a prospective client.They aren't sure why they need an advertising agency in the first place and what a full-service agency does.What would you tell them?

In an advertising agency,which of the following is responsible for internal tracking of completion of projects?

Which of the following departments in an advertising agency fulfils the three functions of research,planning and buying?

According to Frank-Martin Belz,a sustainable marketing orientation is one that encompasses all of these principles EXCEPT:

Which of the following positions in an advertising agency is most closely involved with creative development?

All of the following are critical marketing concepts that influence advertising EXCEPT:

Introduction to Advertising

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters