Question 1

The second stage of the ________ helps managers determine if advertising campaign goals were met.

Accepted Answer

The answer of The second stage of the ________ helps...

Question 2

For a campaign, after you have analyzed your product for its strengths and weaknesses, the next step is to identify the ________.

Accepted Answer

The answer of For a campaign, after you have analyzed...

Question 3

Similarity or continuity in an ad campaign can be achieved via all of the following EXCEPT:

Accepted Answer

A) aurally. 
B) verbally. 
C) orally. 
D) visually. 
E) attitudinally. 
A) aurally. 
B) verbally. 
C) orally. 
D) visually. 
E) attitudinally.

Question 4

Many marketing experts believe that advertisers should change their campaigns more often to keep things interesting.

Accepted Answer

A) True 
 B)False

Question 5

Repeating benefits, theme and key copy points in campaign ads bestows continuity across all media and helps:

Accepted Answer

A) brand equity. 
B) brand influence. 
C) brand direction. 
D) brand personality. 
E) brand preference. 
A) brand equity. 
B) brand influence. 
C) brand direction. 
D) brand personality. 
E) brand preference.

Question 6

Explain what a situation analysis should accomplish, and list the major steps involved in conducting one.

Accepted Answer

A situation analysis should accomplish a

Question 7

In order to convey aural continuity, which of the following would you do?

Accepted Answer

A) use the same announcer 
B) use the same ad agency 
C) use the same tape editor 
D) use the same buying service 
E) use a distinguished announcer 
A) use the same announcer 
B) use the same ad agency 
C) use the same tape editor 
D) use the same buying service 
E) use a distinguished announcer

Question 8

A series of planned actions is a ________ and it is usually expected to run for an extended period of time-from 17 months to years.

Accepted Answer

The answer of A series of planned actions is a...

Question 9

Your authors indicate that successful advertising and marketing begins with a good:

Accepted Answer

A) product or service. 
B) situation analysis. 
C) pinpointing of prospects. 
D) knowledge of the competition. 
E) plan of action. 
A) product or service. 
B) situation analysis. 
C) pinpointing of prospects. 
D) knowledge of the competition. 
E) plan of action.

Question 10

Which of the following did Toyota NOT use to introduce its Yaris to its target audience?

Accepted Answer

A) "mobisodes" via Sprint 
B) a profile on Facebook 
C) a profile on MySpace 
D) a contests for consumer-generated spots 
E) in a series of comedy sketches on MadTV 
A) "mobisodes" via Sprint 
B) a profile on Facebook 
C) a profile on MySpace 
D) a contests for consumer-generated spots 
E) in a series of comedy sketches on MadTV

Question 11

Discuss the role of diversity in effective advertising.

Accepted Answer

Diversity plays a crucial role in effect

Question 12

Activities such as dealer displays, in-store activities, premiums, cooperative advertising, and coupon offers are all part of the ________ plan.

Accepted Answer

The answer of Activities such as dealer displays, in-store activities,...

Question 13

Which companies have effectively used attitudinal similarity, and how?

Accepted Answer

Attitudinal similarity refers to the deg

Question 14

For about 55 years, DuPont used a tagline for its campaign that began with Better Things for Better Living.... It dropped ________.

Accepted Answer

The answer of For about 55 years, DuPont used a...

Question 15

Why is remaining media neutral important to marketers in the twenty-first century?

Accepted Answer

Remaining media neutral is important to

Question 16

Which of the following would be true about research-the final phase in an advertising campaign?

Accepted Answer

A) defines specific and measurable goals 
B) It entails testing the campaign's success. 
C) assesses whether the campaign came in on budget 
D) presentation of marketing goals 
E) lays out the media plan 
A) defines specific and measurable goals 
B) It entails testing the campaign's success. 
C) assesses whether the campaign came in on budget 
D) presentation of marketing goals 
E) lays out the media plan

Question 17

Why should you think in terms of creating a campaign rather than running an ad?

Accepted Answer

Thinking in terms of creating a campaign

Question 18

Any analysis of the competition should include:

Accepted Answer

A) assessment of only the indirect competition. 
B) assessment of specific brands and products that may compete with your brands and products. 
C) assessment of the direct competition only. 
D) assessment of product categories or subcategories to which they belong. 
E) assessment of the management mandate under which they conduct their advertising. 
A) assessment of only the indirect competition. 
B) assessment of specific brands and products that may compete with your brands and products. 
C) assessment of the direct competition only. 
D) assessment of product categories or subcategories to which they belong. 
E) assessment of the management mandate under which they conduct their advertising.

Question 19

When seeking management approval for a campaign, it's wise to refer to such statements as "promoting a specific service" or "launching a new product," which are examples of:

Accepted Answer

A) advertising goals. 
B) marketing goals. 
C) public relations objectives. 
D) sales promotion objectives. 
E) integrated communications goals. 
A) advertising goals. 
B) marketing goals. 
C) public relations objectives. 
D) sales promotion objectives. 
E) integrated communications goals.

Question 20

Continuity in a successful advertising campaign is about the ________ of one ad to another in a campaign.

Accepted Answer

A) benefits 
B) theme 
C) key copy points 
D) relationship 
E) attitudinal characteristics 
A) benefits 
B) theme 
C) key copy points 
D) relationship 
E) attitudinal characteristics

Exam 22: The Complete Campaign

The second stage of the ________ helps managers determine if advertising campaign goals were met.

For a campaign, after you have analyzed your product for its strengths and weaknesses, the next step is to identify the ________.

Similarity or continuity in an ad campaign can be achieved via all of the following EXCEPT:

Many marketing experts believe that advertisers should change their campaigns more often to keep things interesting.

Repeating benefits, theme and key copy points in campaign ads bestows continuity across all media and helps:

Explain what a situation analysis should accomplish, and list the major steps involved in conducting one.

In order to convey aural continuity, which of the following would you do?

A series of planned actions is a ________ and it is usually expected to run for an extended period of time-from 17 months to years.

Your authors indicate that successful advertising and marketing begins with a good:

Which of the following did Toyota NOT use to introduce its Yaris to its target audience?

Discuss the role of diversity in effective advertising.

Activities such as dealer displays, in-store activities, premiums, cooperative advertising, and coupon offers are all part of the ________ plan.

Which companies have effectively used attitudinal similarity, and how?

For about 55 years, DuPont used a tagline for its campaign that began with Better Things for Better Living.... It dropped ________.

Why is remaining media neutral important to marketers in the twenty-first century?

Which of the following would be true about research-the final phase in an advertising campaign?

Why should you think in terms of creating a campaign rather than running an ad?

Any analysis of the competition should include:

When seeking management approval for a campaign, it's wise to refer to such statements as "promoting a specific service" or "launching a new product," which are examples of:

Continuity in a successful advertising campaign is about the ________ of one ad to another 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