Question 1

Subway's success with the $5 sandwich menu prompted other sandwich makers to move into a value mode.

Accepted Answer

A) True 
 B)False

Question 2

A pretest provides a benchmark for a campaign and:

Accepted Answer

A) the person or agency conducting it. 
B) the degree to which media scanning is necessary. 
C) reasonable goals for subsequent advertising. 
D) effectiveness of the focus groups designs. 
E) the questions that need answering in any campaign. 
A) the person or agency conducting it. 
B) the degree to which media scanning is necessary. 
C) reasonable goals for subsequent advertising. 
D) effectiveness of the focus groups designs. 
E) the questions that need answering in any campaign.

Question 3

No longer do agencies and advertisers view their marketing communications as media neutral.

Accepted Answer

A) True 
 B)False

Question 4

When, at the end of a campaign, a key manager asks what the recognition level would have been had no advertising occurred, you can tactfully respond with the findings from a pretest you conducted.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT a step in the planning process for building strong brand equity in marketing communications plans?

Accepted Answer

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

Question 6

Motel 6 uses aural similarity in its refrain, reminding listeners that the company will leave the light on.

Accepted Answer

A) True 
 B)False

Question 7

In her article "Can Art Exist in Advertising," copywriter Megan Jean Sovern suggests that reading other writers see how they might use their own:

Accepted Answer

A) poetry. 
B) art. 
C) voice. 
D) egos. 
E) college major. 
A) poetry. 
B) art. 
C) voice. 
D) egos. 
E) college major.

Question 8

A research study by Dynamic Logic revealed all of the following EXCEPT:

Accepted Answer

A) the Web was stronger at influencing purchase decisions than at raising awareness. 
B) broadcast ads upped linking a brand to a message or value proposition by 13 points. 
C) TV spots increased the ability to influence purchase decisions by nearly 6 points, or by over six times more than Web messages did. 
D) adding online advertising to a TV campaign can boost brand awareness. 
E) Web ads upped linking a brand to a message or value proposition by 7 points. 
A) the Web was stronger at influencing purchase decisions than at raising awareness. 
B) broadcast ads upped linking a brand to a message or value proposition by 13 points. 
C) TV spots increased the ability to influence purchase decisions by nearly 6 points, or by over six times more than Web messages did. 
D) adding online advertising to a TV campaign can boost brand awareness. 
E) Web ads upped linking a brand to a message or value proposition by 7 points.

Question 9

Burger King had used a key phrase for a successful campaign since the mid-1970s, but decided to drop it. It went with at least 16 other approaches until 2004, when it resumed its venerable ________ slogan.

Accepted Answer

The answer of Burger King had used a key phrase...

Question 10

Trying to answer the questions "Where are we today, how did we get here, and where are going?" are part of the advertising planning process known as:

Accepted Answer

A) creative objectives. 
B) media objectives. 
C) situation analysis. 
D) SWOT analysis. 
E) market assessment. 
A) creative objectives. 
B) media objectives. 
C) situation analysis. 
D) SWOT analysis. 
E) market assessment.

Question 11

When an advertiser is able to select a set of words that illuminates the advertising and encapsulates the promise that can only be associated with its brand, it is using:

Accepted Answer

A) integrated marketing communications. 
B) synchronicity. 
C) verbal similarity. 
D) creative consideration. 
E) dynamic theme adjustment. 
A) integrated marketing communications. 
B) synchronicity. 
C) verbal similarity. 
D) creative consideration. 
E) dynamic theme adjustment.

Question 12

When presenting a campaign to management for approval, it is wise to describe the philosophy and strategy of the advertising before actually presenting the ads and media proposal.

Accepted Answer

A) True 
 B)False

Question 13

When analyzing the competitive atmosphere and marketing climate, advertisers would NOT consider?

Accepted Answer

A) other brand and products 
B) the psychographic profile 
C) the demographic profile 
D) the ROI 
E) the geomarketing profile 
A) other brand and products 
B) the psychographic profile 
C) the demographic profile 
D) the ROI 
E) the geomarketing profile

Question 14

"You're in good hands with Allstate" and "Nike. Just do it." are used in campaigns to establish which kind of similarity?

Accepted Answer

A) audio 
B) verbal 
C) aural 
D) visual 
E) thematic 
A) audio 
B) verbal 
C) aural 
D) visual 
E) thematic

Question 15

What happens in the final phase of the creative process?

Accepted Answer

A) development of advertising copy 
B) development of goals 
C) development of objectives 
D) development of claims 
E) development of various executions 
A) development of advertising copy 
B) development of goals 
C) development of objectives 
D) development of claims 
E) development of various executions

Question 16

An additional responsibility of the media planner when developing media strategy is:

Accepted Answer

A) matching prospects for a product with users of specific media. 
B) creating the promotional theme. 
C) selecting the desired number of trade inserts during the product-purchase cycle. 
D) selecting spokespersons. 
E) selecting the best visual approach. 
A) matching prospects for a product with users of specific media. 
B) creating the promotional theme. 
C) selecting the desired number of trade inserts during the product-purchase cycle. 
D) selecting spokespersons. 
E) selecting the best visual approach.

Question 17

The 80/20 rule helps provide insight about who buys a particular product and why.

Accepted Answer

A) True 
 B)False

Question 18

Which company or organization wrestled to find a campaign theme as good or better than the one it had in the mid-1970s?

Accepted Answer

A) Pepsi-Cola 
B) Burger King 
C) General Electric 
D) Wendy's 
E) Ford 
A) Pepsi-Cola 
B) Burger King 
C) General Electric 
D) Wendy's 
E) Ford

Question 19

Development of copy and production of the advertising are the final stages in the creative process.

Accepted Answer

A) True 
 B)False

Question 20

What advice would you offer to an agency presenting an ad campaign for approval by management?

Accepted Answer

When presenting an ad campaign for appro

Exam 22: The Complete Campaign

Subway's success with the $5 sandwich menu prompted other sandwich makers to move into a value mode.

A pretest provides a benchmark for a campaign and:

No longer do agencies and advertisers view their marketing communications as media neutral.

When, at the end of a campaign, a key manager asks what the recognition level would have been had no advertising occurred, you can tactfully respond with the findings from a pretest you conducted.

Which of the following is NOT a step in the planning process for building strong brand equity in marketing communications plans?

Motel 6 uses aural similarity in its refrain, reminding listeners that the company will leave the light on.

In her article "Can Art Exist in Advertising," copywriter Megan Jean Sovern suggests that reading other writers see how they might use their own:

A research study by Dynamic Logic revealed all of the following EXCEPT:

Burger King had used a key phrase for a successful campaign since the mid-1970s, but decided to drop it. It went with at least 16 other approaches until 2004, when it resumed its venerable ________ slogan.

Trying to answer the questions "Where are we today, how did we get here, and where are going?" are part of the advertising planning process known as:

When an advertiser is able to select a set of words that illuminates the advertising and encapsulates the promise that can only be associated with its brand, it is using:

When presenting a campaign to management for approval, it is wise to describe the philosophy and strategy of the advertising before actually presenting the ads and media proposal.

When analyzing the competitive atmosphere and marketing climate, advertisers would NOT consider?

"You're in good hands with Allstate" and "Nike. Just do it." are used in campaigns to establish which kind of similarity?

What happens in the final phase of the creative process?

An additional responsibility of the media planner when developing media strategy is:

The 80/20 rule helps provide insight about who buys a particular product and why.

Which company or organization wrestled to find a campaign theme as good or better than the one it had in the mid-1970s?

Development of copy and production of the advertising are the final stages in the creative process.

What advice would you offer to an agency presenting an ad campaign for approval by management?

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