Question 1

The slogans used by Pepsi and Nike to express their brand personalities are examples of a commercial's ________ being used for continuity in advertising campaigns.

Accepted Answer

The answer of The slogans used by Pepsi and Nike...

Question 2

Explain the role of posttesting in a campaign.

Accepted Answer

Posttesting, also known as post-campaign

Question 3

Every aspect of the integrated marketing communication must function to communicate with ________.

Accepted Answer

The answer of Every aspect of the integrated marketing communication...

Question 4

Snickers moved its campaign strategy from "hunger" to "satisfaction" because it believe the appeal was broader.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following does NOT pertain to Snickers' campaign strategy?

Accepted Answer

A) uses viral media 
B) uses outdoor media 
C) scrapped use of television 
D) no longer about hunger 
E) It's about satisfaction. 
A) uses viral media 
B) uses outdoor media 
C) scrapped use of television 
D) no longer about hunger 
E) It's about satisfaction.

Question 6

In a situation analysis, which of the following would NOT be a question for identifying the prime prospects?

Accepted Answer

A) Can we visualize the typical consumer? 
B) Who are the heavy users? 
C) What are the significant demographic characteristics of our customers? 
D) What are the psychographic characteristics of our customers? 
E) How do they fit in the 70/30 rule? 
A) Can we visualize the typical consumer? 
B) Who are the heavy users? 
C) What are the significant demographic characteristics of our customers? 
D) What are the psychographic characteristics of our customers? 
E) How do they fit in the 70/30 rule?

Question 7

Most brand advertising depends on campaigns-a series of ads run over a period of time.

Accepted Answer

A) True 
 B)False

Question 8

A research study by Dynamic Logic on the effect of adding online to a television campaign found that:

Accepted Answer

A) adding the Web was stronger at raising awareness. 
B) adding the Web significantly impacts sales. 
C) use of the Web links a brand to a message twice as much as does use of broadcast. 
D) use of the Web links a brand to a value proposition twice as much as does use of broadcast. 
E) adding the Web virtually had little effect on raising associations or awareness. 
A) adding the Web was stronger at raising awareness. 
B) adding the Web significantly impacts sales. 
C) use of the Web links a brand to a message twice as much as does use of broadcast. 
D) use of the Web links a brand to a value proposition twice as much as does use of broadcast. 
E) adding the Web virtually had little effect on raising associations or awareness.

Question 9

In a campaign, the word ________ describes the relationship or similarity of one ad to another ad, or the similarity of elements from one ad to another.

Accepted Answer

The answer of In a campaign, the word ________ describes...

Question 10

Which of the following would NOT be part of media tactics?

Accepted Answer

A) deciding on weight to be given to each vehicle 
B) addressing the issues of frequency versus reach 
C) choosing media vehicles 
D) GRIP 
E) addressing appropriate budget allocations 
A) deciding on weight to be given to each vehicle 
B) addressing the issues of frequency versus reach 
C) choosing media vehicles 
D) GRIP 
E) addressing appropriate budget allocations

Question 11

Timing as part of media strategy requires an examination of all of the following EXCEPT:

Accepted Answer

A) closing dates. 
B) length of ad. 
C) number of exposures desired during the product-purchase cycle. 
D) production time required for the ads. 
E) campaign length. 
A) closing dates. 
B) length of ad. 
C) number of exposures desired during the product-purchase cycle. 
D) production time required for the ads. 
E) campaign length.

Question 12

According to your textbook, which product slashed its media budget and turned to a branding subculture like action sports, indie music, and video games?

Accepted Answer

A) Toyota 
B) Mountain Dew 
C) Fox network 
D) Pearson 
E) HeathTex 
A) Toyota 
B) Mountain Dew 
C) Fox network 
D) Pearson 
E) HeathTex

Question 13

Media tactics include a media planner deciding on appropriate vehicles and the weight each will receive in a campaign.

Accepted Answer

A) True 
 B)False

Question 14

Ad critics in the New York Times noted the prevalence of models with racially indeterminate features, which they called Generation E.A. or ________.

Accepted Answer

ethnically

Question 15

Continuing the use of the same character in an ad helps strengthen:

Accepted Answer

A) "sameness." 
B) virtual similarity. 
C) verbal similarity. 
D) visual similarity. 
E) attitudinal similarity. 
A) "sameness." 
B) virtual similarity. 
C) verbal similarity. 
D) visual similarity. 
E) attitudinal similarity.

Question 16

In the campaign approval process, it is wise to present a statement of the company's ________ before presenting ads or media recommendations.

Accepted Answer

The answer of In the campaign approval process, it is...

Question 17

After the overall copy objectives are determined, we should be ready to:

Accepted Answer

A) determine what motivates people. 
B) determine whether the budget will allow for embellishments. 
C) address production needs. 
D) implement the copy strategy. 
E) select the appropriate visuals. 
A) determine what motivates people. 
B) determine whether the budget will allow for embellishments. 
C) address production needs. 
D) implement the copy strategy. 
E) select the appropriate visuals.

Question 18

Creative planning and media planning have the same foundations-marketing strategy and prospect identification-and they cannot be separated from one another.

Accepted Answer

A) True 
 B)False

Question 19

For an ad to be creative, it must sell.

Accepted Answer

A) True 
 B)False

Question 20

Possible marketing goal include launching new products, increasing sales or market share by x percent, and promoting a specific service of the firm.

Accepted Answer

A) True 
 B)False

Exam 22: The Complete Campaign

The slogans used by Pepsi and Nike to express their brand personalities are examples of a commercial's ________ being used for continuity in advertising campaigns.

Explain the role of posttesting in a campaign.

Every aspect of the integrated marketing communication must function to communicate with ________.

Snickers moved its campaign strategy from "hunger" to "satisfaction" because it believe the appeal was broader.

Which of the following does NOT pertain to Snickers' campaign strategy?

In a situation analysis, which of the following would NOT be a question for identifying the prime prospects?

Most brand advertising depends on campaigns-a series of ads run over a period of time.

A research study by Dynamic Logic on the effect of adding online to a television campaign found that:

In a campaign, the word ________ describes the relationship or similarity of one ad to another ad, or the similarity of elements from one ad to another.

Which of the following would NOT be part of media tactics?

Timing as part of media strategy requires an examination of all of the following EXCEPT:

According to your textbook, which product slashed its media budget and turned to a branding subculture like action sports, indie music, and video games?

Media tactics include a media planner deciding on appropriate vehicles and the weight each will receive in a campaign.

Ad critics in the New York Times noted the prevalence of models with racially indeterminate features, which they called Generation E.A. or ________.

Continuing the use of the same character in an ad helps strengthen:

In the campaign approval process, it is wise to present a statement of the company's ________ before presenting ads or media recommendations.

After the overall copy objectives are determined, we should be ready to:

Creative planning and media planning have the same foundations-marketing strategy and prospect identification-and they cannot be separated from one another.

For an ad to be creative, it must sell.

Possible marketing goal include launching new products, increasing sales or market share by x percent, and promoting a specific service of the firm.

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