Question 1

Advertisers have various ways to effectively:

Accepted Answer

A) manage digital technology. 
B) make agency hiring decisions. 
C) use reputation management. 
D) supplement or integrate their traditional brand management apparatus. 
E) choose freelancers to do commercial production work. 
A) manage digital technology. 
B) make agency hiring decisions. 
C) use reputation management. 
D) supplement or integrate their traditional brand management apparatus. 
E) choose freelancers to do commercial production work.

Question 2

In Patty's 5Ps, Miller "lite" and Nissan's four-door sports car are examples of paradox.

Accepted Answer

A) True 
 B)False

Question 3

A discussion of financial arrangements for a new agency contract should cover which of the following?

Accepted Answer

A) Does it have a good enough reputation to provide a guarantee of reasonably priced placements? 
B) Will your account be a straight 15 percent commission, a fee account, or a combination of both? 
C) Who will service your account, and how will it be staffed? 
D) Can it work domestically as well as in the international arena? 
E) What are bonus requirements and payment options? 
A) Does it have a good enough reputation to provide a guarantee of reasonably priced placements? 
B) Will your account be a straight 15 percent commission, a fee account, or a combination of both? 
C) Who will service your account, and how will it be staffed? 
D) Can it work domestically as well as in the international arena? 
E) What are bonus requirements and payment options?

Question 4

In 2006, the Salz Survey of Advertiser-Agency Relations found clients ranked their agency's work-on a 1 (terrible)to 10 (excellent)scale-on average at:

Accepted Answer

A) 8. 
B) 7.5. 
C) about 7.3. 
D) 6 to 6.5. 
E) 5.5 to 6. 
A) 8. 
B) 7.5. 
C) about 7.3. 
D) 6 to 6.5. 
E) 5.5 to 6.

Question 5

Which of the following is a model of integrated marketing that a corporation could adapt?

Accepted Answer

A) brand manager 
B) public relations manager 
C) Marcom manager 
D) sales manager 
E) category manager 
A) brand manager 
B) public relations manager 
C) Marcom manager 
D) sales manager 
E) category manager

Question 6

Which of the following is NOT a way for winning brand marketers to reconfigure their efforts?

Accepted Answer

A) shift spending to digital media 
B) develop formats to promote interactions with audience 
C) combine above-the-line and below-the-line advertising 
D) combine beneath-the-line with inside-the-line advertising 
E) create their own branded entertainment 
A) shift spending to digital media 
B) develop formats to promote interactions with audience 
C) combine above-the-line and below-the-line advertising 
D) combine beneath-the-line with inside-the-line advertising 
E) create their own branded entertainment

Question 7

Discuss briefly the essential components of persuasion.

Accepted Answer

The essential components of persuasion i

Question 8

Which of the following is more an advertising than a marketing goal?

Accepted Answer

A) to help to increase sales 
B) to help to increase share of market 
C) to make prospective customers aware that Brand X has an ingredient that helps remove stains 
D) to help to increase attendance at a rock concert 
E) to help to increase the use of coupons 
A) to help to increase sales 
B) to help to increase share of market 
C) to make prospective customers aware that Brand X has an ingredient that helps remove stains 
D) to help to increase attendance at a rock concert 
E) to help to increase the use of coupons

Question 9

One major reason it is so difficult to measure the results of advertising is that the specific results sought by advertising are rarely specifically defined.

Accepted Answer

A) True 
 B)False

Question 10

Don Schultz, author of Integrated Marketing Communications, says the use of databases only dilutes efforts needed to accomplish IMC tasks.

Accepted Answer

A) True 
 B)False

Question 11

Brand contact is the term for all the ways customers encounter an organization.

Accepted Answer

A) True 
 B)False

Question 12

For competitive budgeting, advertising spending is based on the percentage of sales plus whether the advertiser is in a defensive or offensive mode.

Accepted Answer

A) True 
 B)False

Question 13

Promotions always seem to pay for themselves in short term, but advertising never seems to.

Accepted Answer

A) True 
 B)False

Question 14

Among the four approaches to advertising budgeting, the one that bases advertising expenditures on marketing objectives that may differ from yours is:

Accepted Answer

A) task method. 
B) competitive budgeting. 
C) payoff plan. 
D) percent of profit. 
E) objective method. 
A) task method. 
B) competitive budgeting. 
C) payoff plan. 
D) percent of profit. 
E) objective method.

Question 15

The dreaded agency review process begins when the client:

Accepted Answer

A) tries to breathe new life into an old product. 
B) develops a new product. 
C) can't afford the services of their current agency. 
D) wants to decrease real unit growth. 
E) can no longer handle the constant shift in account personnel. 
A) tries to breathe new life into an old product. 
B) develops a new product. 
C) can't afford the services of their current agency. 
D) wants to decrease real unit growth. 
E) can no longer handle the constant shift in account personnel.

Question 16

The ________ plan approach to budgeting looks at advertising as a long-term investment, rather than an expenditure, that can help the long-term survival of a company.

Accepted Answer

The answer of The ________ plan approach to budgeting looks...

Question 17

Discuss the notion of risk and its impact on advertising,

Accepted Answer

The notion of risk in advertising refers

Question 18

Don Schultz in Integrated Marketing Communications advocates that organizations:

Accepted Answer

A) reengineer the communications function and structure to deliver inside-out communications. 
B) leave it to salespeople to make the brand contacts. 
C) reengineer the communications function and structure to deliver outside-in communication. 
D) not devote so much money to learning about customers and prospects. 
E) create quality circles of customers to provide communication advice. 
A) reengineer the communications function and structure to deliver inside-out communications. 
B) leave it to salespeople to make the brand contacts. 
C) reengineer the communications function and structure to deliver outside-in communication. 
D) not devote so much money to learning about customers and prospects. 
E) create quality circles of customers to provide communication advice.

Question 19

Discuss the upside and downside of the task method of budgeting for advertising.

Accepted Answer

The task method of budgeting for adverti

Question 20

Who in an organization is most likely to be responsible for preparing the advertising budget?

Accepted Answer

A) vice president of finance 
B) vice presidents of marketing and of advertising 
C) the CEO 
D) the CFO 
E) the CMO 
A) vice president of finance 
B) vice presidents of marketing and of advertising 
C) the CEO 
D) the CFO 
E) the CMO

Exam 6: The Advertisers Marketingadvertising Operation

Advertisers have various ways to effectively:

In Patty's 5Ps, Miller "lite" and Nissan's four-door sports car are examples of paradox.

A discussion of financial arrangements for a new agency contract should cover which of the following?

In 2006, the Salz Survey of Advertiser-Agency Relations found clients ranked their agency's work-on a 1 (terrible)to 10 (excellent)scale-on average at:

Which of the following is a model of integrated marketing that a corporation could adapt?

Which of the following is NOT a way for winning brand marketers to reconfigure their efforts?

Discuss briefly the essential components of persuasion.

Which of the following is more an advertising than a marketing goal?

One major reason it is so difficult to measure the results of advertising is that the specific results sought by advertising are rarely specifically defined.

Don Schultz, author of Integrated Marketing Communications, says the use of databases only dilutes efforts needed to accomplish IMC tasks.

Brand contact is the term for all the ways customers encounter an organization.

For competitive budgeting, advertising spending is based on the percentage of sales plus whether the advertiser is in a defensive or offensive mode.

Promotions always seem to pay for themselves in short term, but advertising never seems to.

Among the four approaches to advertising budgeting, the one that bases advertising expenditures on marketing objectives that may differ from yours is:

The dreaded agency review process begins when the client:

The ________ plan approach to budgeting looks at advertising as a long-term investment, rather than an expenditure, that can help the long-term survival of a company.

Discuss the notion of risk and its impact on advertising,

Don Schultz in Integrated Marketing Communications advocates that organizations:

Discuss the upside and downside of the task method of budgeting for advertising.

Who in an organization is most likely to be responsible for preparing the advertising budget?

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