Question 1

Benetton, a clothing chain, was a pioneer in the 1980s when it highlighted models of many races, each one very distinct, in its advertising.

Accepted Answer

A) True 
 B)False  True

Question 2

Posttesting falls in the two related stages: defining expected results and benchmarking.

Accepted Answer

A) True 
 B)False  False

Question 3

If you consider following a logical, prioritized approach to doing a situation analysis, you'd start with ________ and end with ________.

Accepted Answer

A) current; future benchmarks 
B) prime-prospect identification; product assessment 
C) product analysis; competitive atmosphere and marketing climate assessment 
D) competitive atmosphere and marketing climate assessment; prime prospect analysis 
E) situation assessment; strategic criteria 
A) current; future benchmarks 
B) prime-prospect identification; product assessment 
C) product analysis; competitive atmosphere and marketing climate assessment 
D) competitive atmosphere and marketing climate assessment; prime prospect analysis 
E) situation assessment; strategic criteria C

Question 4

Today, rarely does an advertiser create just an ad by itself; rather they create advertising as part of an integrated marketing communication campaign.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following would NOT be promotion activity?

Accepted Answer

A) co-op advertising 
B) premiums 
C) in-store promotions 
D) wholesaler displays 
E) coupons 
A) co-op advertising 
B) premiums 
C) in-store promotions 
D) wholesaler displays 
E) coupons

Question 6

Discuss the importance of media strategy and objectives in an ad campaign.

Accepted Answer

Media strategy and objectives are crucia

Question 7

Match between columns
                        Premises: This company produces significantly different campaigns but often just tweaks the message or strategy.
Revamped its media budget and invested in branding subcultures.
The term, coined by the New York Times, refers to the increasing use of models with racially indeterminate features.
This global brand does more than sell great products; the name signifies status, glamour, and the myriad intricacies of cool.
Aspect of media strategy that includes consideration of media closing dates, production time, and number of exposures desired.
This rule reinforces the fact that some market segments consume a disproportionate share of the product.
Continuity rather than sameness achieved via type or layout.
This company found its successful advertising campaign theme was an oldie but goody after trying some 16 or more others.
Like some other corporations, it dropped a strong campaign theme only to return to its use.
Provides a benchmark for the current campaign and helps to determine reasonable goals for future advertising.
Helps to encapsulate what is identified with one brand and one brand only.
Created a yardstick for specials, forcing competitors into a value mode.
The brand established flexibility through this endless verbal concept.
Helped develop a relationship-centric brand position termed "Where Relationships Thrive."
In planning and creating future advertising, this is the purpose of a situation analysis.

Accepted Answer

The Answer of 80/20 rule and verbal similarity and Nike is...

Question 8

Reasons that justify scrapping a campaign include all of the following EXCEPT change in:

Accepted Answer

A) target markets. 
B) product. 
C) management who are tired of same old, same old. 
D) the economy. 
E) the competition and their efforts. 
A) target markets. 
B) product. 
C) management who are tired of same old, same old. 
D) the economy. 
E) the competition and their efforts.

Question 9

The actual media dates and justification for those placements fit in which part of the media plan?

Accepted Answer

A) media tactics 
B) creative strategy 
C) media scheduling 
D) promotions plan 
E) operations schedule 
A) media tactics 
B) creative strategy 
C) media scheduling 
D) promotions plan 
E) operations schedule

Question 10

Advertisers have discovered that what is"ethnically neutral, diverse or ambiguous has tremendous appeal.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following companies ran a successful campaign theme for more than 55 years before altering it?

Accepted Answer

A) Coca-Cola 
B) the U.S. Army 
C) DuPont 
D) Ford 
E) Chevrolet 
A) Coca-Cola 
B) the U.S. Army 
C) DuPont 
D) Ford 
E) Chevrolet

Question 12

Most product failures stem from an overly optimistic appraisal of a product.

Accepted Answer

A) True 
 B)False

Question 13

In the initial phases of media planning, the general role of media in the finished campaign is determined by analyzing:

Accepted Answer

A) the prospect. 
B) timing. 
C) the competition. 
D) marketing objectives. 
E) costs. 
A) the prospect. 
B) timing. 
C) the competition. 
D) marketing objectives. 
E) costs.

Question 14

What happened to Ford with its Ford Country campaign theme change illustrates the principle that change for the sake of change is not a valid reason for change.

Accepted Answer

A) True 
 B)False

Question 15

Which is step three in the planning process to build strong brand equity in marketing plans?

Accepted Answer

A) creative brief 
B) brand equity probe 
C) brand equity assessment 
D) strategic options 
E) recommended plan 
A) creative brief 
B) brand equity probe 
C) brand equity assessment 
D) strategic options 
E) recommended plan

Question 16

If you seek management approval for your campaign, you should first present:

Accepted Answer

A) some creative renderings. 
B) spell out the research you intend to do in the evaluation phase. 
C) a statement of the company's marketing goals. 
D) discuss the actions of the competition. 
E) a layout the media tactics to be employed. 
A) some creative renderings. 
B) spell out the research you intend to do in the evaluation phase. 
C) a statement of the company's marketing goals. 
D) discuss the actions of the competition. 
E) a layout the media tactics to be employed.

Question 17

If you are to fully understand the importance of diversity, you should realize all of the following EXCEPT:

Accepted Answer

A) including multiracial/multiethnic faces in ads is just as important when not targeting exclusively to a specific culture as when targeting to a specific culture. 
B) in the United States, at least 7 million people identify themselves as a member of more than one race. 
C) demand is no longer as strong for blue-eyed and blond-haired models in ads. 
D) advertising is embracing what the New York Times calls Generation E. A.: Ethnically Ambiguous. 
E) it instantly target you as a "do gooder" organization. 
A) including multiracial/multiethnic faces in ads is just as important when not targeting exclusively to a specific culture as when targeting to a specific culture. 
B) in the United States, at least 7 million people identify themselves as a member of more than one race. 
C) demand is no longer as strong for blue-eyed and blond-haired models in ads. 
D) advertising is embracing what the New York Times calls Generation E. A.: Ethnically Ambiguous. 
E) it instantly target you as a "do gooder" organization.

Question 18

It's called a ________ and provides the way to establish a benchmark for creating future advertising.

Accepted Answer

The answer of It's called a ________ and provides the...

Question 19

In a situation analysis, once you know the product, the next thing you should be sure you know is the:

Accepted Answer

A) competition. 
B) prime prospects. 
C) market. 
D) communications objectives. 
E) advertising potential. 
A) competition. 
B) prime prospects. 
C) market. 
D) communications objectives. 
E) advertising potential.

Question 20

What is one voice, and how might you achieve it in a campaign?

Accepted Answer

One voice in a campaign refers to the co

Exam 22: The Complete Campaign

Benetton, a clothing chain, was a pioneer in the 1980s when it highlighted models of many races, each one very distinct, in its advertising.

Posttesting falls in the two related stages: defining expected results and benchmarking.

If you consider following a logical, prioritized approach to doing a situation analysis, you'd start with ________ and end with ________.

Today, rarely does an advertiser create just an ad by itself; rather they create advertising as part of an integrated marketing communication campaign.

Which of the following would NOT be promotion activity?

Discuss the importance of media strategy and objectives in an ad campaign.

Reasons that justify scrapping a campaign include all of the following EXCEPT change in:

The actual media dates and justification for those placements fit in which part of the media plan?

Advertisers have discovered that what is"ethnically neutral, diverse or ambiguous has tremendous appeal.

Which of the following companies ran a successful campaign theme for more than 55 years before altering it?

Most product failures stem from an overly optimistic appraisal of a product.

In the initial phases of media planning, the general role of media in the finished campaign is determined by analyzing:

What happened to Ford with its Ford Country campaign theme change illustrates the principle that change for the sake of change is not a valid reason for change.

Which is step three in the planning process to build strong brand equity in marketing plans?

If you seek management approval for your campaign, you should first present:

If you are to fully understand the importance of diversity, you should realize all of the following EXCEPT:

It's called a ________ and provides the way to establish a benchmark for creating future advertising.

In a situation analysis, once you know the product, the next thing you should be sure you know is the:

What is one voice, and how might you achieve it in a campaign?

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

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

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters

If you consider following a logical, prioritized approach to doing a situation analysis, you'd start with and end with .