Question 1

As you initially establish your IMC strategy, which of the following is critical?

Accepted Answer

A) identifying internal users or influencers within the organization 
B) allocating all the money necessary for this strategy 
C) understanding what specific target audiences need from your IMC campaign 
D) determining which aspects of communications disciplines are unnecessary 
E) completing an agency review 
A) identifying internal users or influencers within the organization 
B) allocating all the money necessary for this strategy 
C) understanding what specific target audiences need from your IMC campaign 
D) determining which aspects of communications disciplines are unnecessary 
E) completing an agency review C

Question 2

Brand managers and CMOs are less likely to take risks because:

Accepted Answer

A) they've learned that failure is a valuable learning experience that ultimately leads to promotion. 
B) they usually have about 18 months to succeed. 
C) they have an extended timeframe in which to fulfill profit goals. 
D) they fear much reliance on nontraditional integration of technology. 
E) they have been trained to be conservative in MBA programs. 
A) they've learned that failure is a valuable learning experience that ultimately leads to promotion. 
B) they usually have about 18 months to succeed. 
C) they have an extended timeframe in which to fulfill profit goals. 
D) they fear much reliance on nontraditional integration of technology. 
E) they have been trained to be conservative in MBA programs. B

Question 3

A Business Week study of start-up businesses' marketing budgets found that most followed the ________ approach, devoting some percentage of their revenue to the marketing function.

Accepted Answer

percentage of sales

Question 4

In a large company with many categories of products, there may be another layer of management called the:

Accepted Answer

A) brand manager. 
B) product manager. 
C) category manager. 
D) vice-president of marketing services. 
E) director of product advertising. 
A) brand manager. 
B) product manager. 
C) category manager. 
D) vice-president of marketing services. 
E) director of product advertising.

Question 5

Consultants hired to find their clients the best agency to handle their accounts usually do all of the following EXCEPT:

Accepted Answer

A) apply for the account themselves. 
B) negotiate compensation agreements. 
C) manage the search process. 
D) conduct the initial screening. 
E) bill the client between $35,000 to $100,000. 
A) apply for the account themselves. 
B) negotiate compensation agreements. 
C) manage the search process. 
D) conduct the initial screening. 
E) bill the client between $35,000 to $100,000.

Question 6

After advertising objectives have been created, a key question is:

Accepted Answer

A) how soon can we spend money for the campaign? 
B) how can we neutralize the competition's advertising? 
C) how much money will it take to accomplish the objectives? 
D) will we have time to complete the required tasks? 
E) which agency will do the work at a reasonable price? 
A) how soon can we spend money for the campaign? 
B) how can we neutralize the competition's advertising? 
C) how much money will it take to accomplish the objectives? 
D) will we have time to complete the required tasks? 
E) which agency will do the work at a reasonable price?

Question 7

According to a survey by Continental Consulting Group, many clients indicated their advertising agencies were:

Accepted Answer

A) undercompensated compared to a decade ago. 
B) overstaffed compared to just 5 years ago. 
C) understaffed, overcompensated, and less creative than they were 20 years ago. 
D) filled with more undercompensated managers than a decade ago. 
E) loaded with more egotistical strategists than 15 years ago. 
A) undercompensated compared to a decade ago. 
B) overstaffed compared to just 5 years ago. 
C) understaffed, overcompensated, and less creative than they were 20 years ago. 
D) filled with more undercompensated managers than a decade ago. 
E) loaded with more egotistical strategists than 15 years ago.

Question 8

Match between columns
                        Premises: This company believes in positioning and even its slogan demonstrates that.
Helps advertising and marketing people succeed in the new world despite being more abstract and conceptual than the traditional set.
A characteristic of this budgeting method is that increases or decreases in revenue affect the amount of advertising expenditures.
All disciplines in a company report to this person, who follows the product line through its various phases of existence.
This is the most widely used method of budgeting for advertising in a highly competitive environment.
Consumers use them to talk to friends about products and companies.
The way most organizations are structured to deliver their message; this is contrary to IMC approach.
This includes commercials, still graphic assets, logos, and other print material that are password-accessible, allowing for easier integration of visuals by co-ops and agencies worldwide.
This firm invented the soap opera as a perfect consumer-sales vehicle.
It might be compared to an admission fee paid to ensure supermarket shelf space for 3 to 6 months.
In 2005, this company appointed its first CMO to manage all its brands.
The ability to see things in relationship to each other.
Another name for integrated marketing communication.
Gave birth to marketing services system and the idea of brand management.
A budgeting approach that recognizes it could take years before a company can recover start-up costs and make profits.

Accepted Answer

The Answer of percentage of sales approach and Papa John's is...

Question 9

The marketing services system pioneered by Procter & Gamble has two parts, one of which is a marketing services structure that represents:

Accepted Answer

A) technical talent needed to implement a marketing plan. 
B) marketing activity. 
C) public relations programs. 
D) profitability of the brand. 
E) competing product managers. 
A) technical talent needed to implement a marketing plan. 
B) marketing activity. 
C) public relations programs. 
D) profitability of the brand. 
E) competing product managers.

Question 10

Using IMC to coordinate all of an organization's messages helps to create a unified image and support relationship building with customers.

Accepted Answer

A) True 
 B)False

Question 11

What percentage of the money marketers spend is spent on digital experimentation?

Accepted Answer

A) 30 to 40 percent 
B) 20 to 30 percent 
C) 15 to 25 percent 
D) 10 to 20 percent 
E) 5 to 10 percent 
A) 30 to 40 percent 
B) 20 to 30 percent 
C) 15 to 25 percent 
D) 10 to 20 percent 
E) 5 to 10 percent

Question 12

In which method for advertising budgeting is margin or volume variables?

Accepted Answer

A) payout plan 
B) percentage of sales 
C) task method 
D) objective method 
E) competitive budgeting 
A) payout plan 
B) percentage of sales 
C) task method 
D) objective method 
E) competitive budgeting

Question 13

In a report prepared for the Association of National Advertisers, most companies expected their advertising to:

Accepted Answer

A) address a general audience over a general time. 
B) convince a specific number of potential customers to repeat their purchase of the companies' products. 
C) effectively go through a spectrum of marketing communications goals. 
D) increase their dollar sales or increase their share of market. 
E) win a Golden Calf at Cannes. 
A) address a general audience over a general time. 
B) convince a specific number of potential customers to repeat their purchase of the companies' products. 
C) effectively go through a spectrum of marketing communications goals. 
D) increase their dollar sales or increase their share of market. 
E) win a Golden Calf at Cannes.

Question 14

A factor driving change in marketing has been the consolidation of the media universe.

Accepted Answer

A) True 
 B)False

Question 15

At Coca-Cola Company, there's a vice president of global marketing who coordinates all the advertising and marketing efforts for the brand.

Accepted Answer

A) True 
 B)False

Question 16

In integrated marketing, the Marcom management organizational structure:

Accepted Answer

A) claims to reduce reporting layers. 
B) merges marketing and advertising objectives. 
C) centralizes communication activities under one person who develops strategy and then directs the communication programs internally and externally. 
D) places sales and marketing on the same organizational level. 
E) requires a communications manager who approves and coordinates all communications programs for the entire organization. 
A) claims to reduce reporting layers. 
B) merges marketing and advertising objectives. 
C) centralizes communication activities under one person who develops strategy and then directs the communication programs internally and externally. 
D) places sales and marketing on the same organizational level. 
E) requires a communications manager who approves and coordinates all communications programs for the entire organization.

Question 17

Longtime advertising executive Tom Patty suggests there are five new Ps that are more relevant in the new competitive marketing environment than the traditional Ps of marketing.

Accepted Answer

A) True 
 B)False

Question 18

One of the newer elements in the traditional Ps of marketing, according to executive Brad Majors, is prospect.

Accepted Answer

A) True 
 B)False

Question 19

Longtime advertising executive Tom Patty says there is a new set of elements in the five Ps of marketing, including:

Accepted Answer

A) palindrome. 
B) passion. 
C) people. 
D) product. 
E) pervasiveness. 
A) palindrome. 
B) passion. 
C) people. 
D) product. 
E) pervasiveness.

Question 20

Today, clients pay a consultant from $135,000 to $200,000 to conduct an agency search.

Accepted Answer

A) True 
 B)False

Exam 6: The Advertisers Marketingadvertising Operation

As you initially establish your IMC strategy, which of the following is critical?

Brand managers and CMOs are less likely to take risks because:

A Business Week study of start-up businesses' marketing budgets found that most followed the ________ approach, devoting some percentage of their revenue to the marketing function.

In a large company with many categories of products, there may be another layer of management called the:

Consultants hired to find their clients the best agency to handle their accounts usually do all of the following EXCEPT:

After advertising objectives have been created, a key question is:

According to a survey by Continental Consulting Group, many clients indicated their advertising agencies were:

The marketing services system pioneered by Procter & Gamble has two parts, one of which is a marketing services structure that represents:

Using IMC to coordinate all of an organization's messages helps to create a unified image and support relationship building with customers.

What percentage of the money marketers spend is spent on digital experimentation?

In which method for advertising budgeting is margin or volume variables?

In a report prepared for the Association of National Advertisers, most companies expected their advertising to:

A factor driving change in marketing has been the consolidation of the media universe.

At Coca-Cola Company, there's a vice president of global marketing who coordinates all the advertising and marketing efforts for the brand.

In integrated marketing, the Marcom management organizational structure:

Longtime advertising executive Tom Patty suggests there are five new Ps that are more relevant in the new competitive marketing environment than the traditional Ps of marketing.

One of the newer elements in the traditional Ps of marketing, according to executive Brad Majors, is prospect.

Longtime advertising executive Tom Patty says there is a new set of elements in the five Ps of marketing, including:

Today, clients pay a consultant from $135,000 to $200,000 to conduct an agency search.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters