Question 1

Don Schultz, author of Integrated Marketing Communications, has suggestions for successful implementation of IMC. List and discuss them.

Accepted Answer

Don Schultz, author of Integrated Market

Question 2

An indication of whether the retailer or the manufacturer controls shelf space and entry into retail establishments can come from observing the change in the mix of advertising, consumer promotion, and trade incentives. Twenty years ago, it was one way. Today, that percentage breakdown is, respectively:

Accepted Answer

A) 50, 25 and 25 percent. 
B) 45, 30, and 30 percent. 
C) 30, 30 and 45 percent. 
D) 25, 25 and 50 percent. 
E) 35, 35, and 30 percent. 
A) 50, 25 and 25 percent. 
B) 45, 30, and 30 percent. 
C) 30, 30 and 45 percent. 
D) 25, 25 and 50 percent. 
E) 35, 35, and 30 percent.

Question 3

Which P in the five new Ps of marketing did Saturn use to move its cars into the consumer's mindset?

Accepted Answer

A) paradigm 
B) placement 
C) price 
D) prospect 
E) possession 
A) paradigm 
B) placement 
C) price 
D) prospect 
E) possession

Question 4

A ________ is simply a model way to do things, and in brand advertising that translates into being able to effectively handle the task of communicating who and what you are.

Accepted Answer

The answer of A ________ is simply a model way...

Question 5

Selecting a new agency is a critical matter that should pay dividends for years. List and describe major points to be covered in this selection.

Accepted Answer

Selecting a new agency is indeed a criti

Question 6

Describe the impact the digital revolution has had on advertising.

Accepted Answer

The digital revolution has had a signifi

Question 7

Procter & Gamble is known as a marketing innovator. Discuss why you agree or disagree with that assessment.

Accepted Answer

I agree that Procter & Gamble is known a

Question 8

In advertising, when clients either are disenchanted with their agencies or have a new product or service to launch, they conduct an advertising ________, which may take several months.

Accepted Answer

The answer of In advertising, when clients either are disenchanted...

Question 9

The task method is the most difficult budget method for advertising although it is the most logical.

Accepted Answer

A) True 
 B)False

Question 10

If you were in charge of the Miller "lite" beer account, which of the five new Ps of marketing would you likely concentrate on?

Accepted Answer

A) perspective 
B) persuasion 
C) paradox 
D) prospect 
E) passion 
A) perspective 
B) persuasion 
C) paradox 
D) prospect 
E) passion

Question 11

Traditional responsibilities of an advertising director would include all of the following EXCEPT:

Accepted Answer

A) devising marketing goals and objectives. 
B) control of the advertising budget. 
C) monitoring creation and production of advertising. 
D) planning the media schedule. 
E) monitoring the research function. 
A) devising marketing goals and objectives. 
B) control of the advertising budget. 
C) monitoring creation and production of advertising. 
D) planning the media schedule. 
E) monitoring the research function.

Question 12

Integrated marketing has been called ________ marketing, which is quite appropriate because consumers integrate various company messages-whether a company likes it or not-into a single brand perception.

Accepted Answer

The answer of Integrated marketing has been called ________ marketing,...

Question 13

When a marketing department is restructured or there are several changes in management, there's a tendency to call for an RFP.

Accepted Answer

A) True 
 B)False

Question 14

Today, the majority of new agency searches have been conducted by ________ acting as marriage brokers for clients willing to pay up to $100,000 to do what their marketing departments used to do.

Accepted Answer

The answer of Today, the majority of new agency searches...

Question 15

This new use of digital media helped launch the Nissan Sentra.

Accepted Answer

A) Nislog 
B) Marc Horowitz's Road Trip 
C) Sentra-cast, a podcast of each feature of the new sedan 
D) anime-inspired virtual comic books 
E) wikimedia 
A) Nislog 
B) Marc Horowitz's Road Trip 
C) Sentra-cast, a podcast of each feature of the new sedan 
D) anime-inspired virtual comic books 
E) wikimedia

Question 16

The budget method that requires advertisers spend to examine investment rather than expenditure is:

Accepted Answer

A) objective method. 
B) risk method. 
C) task method. 
D) payout plan. 
E) percentage of sales. 
A) objective method. 
B) risk method. 
C) task method. 
D) payout plan. 
E) percentage of sales.

Question 17

The reasons why marketers are irreversibly restructuring the way their businesses operate and rethinking the agency-client relationship include:

Accepted Answer

A) consolidation in the retail universe. 
B) ease in reaching mass numbers of consumers. 
C) increasing mass nature of media. 
D) increasing numbers of cable television stations. 
E) contraction in media choices. 
A) consolidation in the retail universe. 
B) ease in reaching mass numbers of consumers. 
C) increasing mass nature of media. 
D) increasing numbers of cable television stations. 
E) contraction in media choices.

Question 18

By controlling the dollars, a company's advertising and marketing departments are:

Accepted Answer

A) locked into using a traditional business model. 
B) locked into a nontraditional business model. 
C) locked into no single business model to choose. 
D) locked into choosing multiple outside advertising agencies. 
E) locked into deciding that a boutique is the type of agency they need. 
A) locked into using a traditional business model. 
B) locked into a nontraditional business model. 
C) locked into no single business model to choose. 
D) locked into choosing multiple outside advertising agencies. 
E) locked into deciding that a boutique is the type of agency they need.

Question 19

Which of the following is correct regarding the 70/20/10 approach to managing marketing resources?

Accepted Answer

A) 70% of the budget should go toward systematically learning from experiments. 
B) 20% of the budget for sustaining innovation 
C) 20% of the budget for proven marketing strategies 
D) 10% for historically useful tactics 
E) 70% of the budget for sustaining innovation and creativity 
A) 70% of the budget should go toward systematically learning from experiments. 
B) 20% of the budget for sustaining innovation 
C) 20% of the budget for proven marketing strategies 
D) 10% for historically useful tactics 
E) 70% of the budget for sustaining innovation and creativity

Question 20

Among questions a client ponders before deciding to search for an advertising agency, which would NOT likely be a major consideration?

Accepted Answer

A) Should it be a full-service agency? 
B) Should it be a specialized agency? 
C) Should it have integrated services? 
D) Should it be small, medium, or large? 
E) Should it be a perennial award-winning operation? 
A) Should it be a full-service agency? 
B) Should it be a specialized agency? 
C) Should it have integrated services? 
D) Should it be small, medium, or large? 
E) Should it be a perennial award-winning operation?

Exam 6: The Advertisers Marketingadvertising Operation

Don Schultz, author of Integrated Marketing Communications, has suggestions for successful implementation of IMC. List and discuss them.

Which P in the five new Ps of marketing did Saturn use to move its cars into the consumer's mindset?

A ________ is simply a model way to do things, and in brand advertising that translates into being able to effectively handle the task of communicating who and what you are.

Selecting a new agency is a critical matter that should pay dividends for years. List and describe major points to be covered in this selection.

Describe the impact the digital revolution has had on advertising.

Procter & Gamble is known as a marketing innovator. Discuss why you agree or disagree with that assessment.

In advertising, when clients either are disenchanted with their agencies or have a new product or service to launch, they conduct an advertising ________, which may take several months.

The task method is the most difficult budget method for advertising although it is the most logical.

If you were in charge of the Miller "lite" beer account, which of the five new Ps of marketing would you likely concentrate on?

Traditional responsibilities of an advertising director would include all of the following EXCEPT:

Integrated marketing has been called ________ marketing, which is quite appropriate because consumers integrate various company messages-whether a company likes it or not-into a single brand perception.

When a marketing department is restructured or there are several changes in management, there's a tendency to call for an RFP.

Today, the majority of new agency searches have been conducted by ________ acting as marriage brokers for clients willing to pay up to $100,000 to do what their marketing departments used to do.

This new use of digital media helped launch the Nissan Sentra.

The budget method that requires advertisers spend to examine investment rather than expenditure is:

The reasons why marketers are irreversibly restructuring the way their businesses operate and rethinking the agency-client relationship include:

By controlling the dollars, a company's advertising and marketing departments are:

Which of the following is correct regarding the 70/20/10 approach to managing marketing resources?

Among questions a client ponders before deciding to search for an advertising agency, which would NOT likely be a major consideration?

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

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Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

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The Total Concept: Words and Visuals

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Video and the Commercial

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The Complete Campaign

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