Question 1

Which of the following is NOT characteristic of an effective product analysis?

Accepted Answer

A) determining what unique consumer benefits the product will deliver 
B) assessing the value of the product relative to the proposed price 
C) assessing the competitive reaction to the product 
D) determining if adequate distribution channels are available 
E) determining if quality control can be maintained 
A) determining what unique consumer benefits the product will deliver 
B) assessing the value of the product relative to the proposed price 
C) assessing the competitive reaction to the product 
D) determining if adequate distribution channels are available 
E) determining if quality control can be maintained

Question 2

Which of the following is true about visual continuity?

Accepted Answer

A) It is not the equivalent of "sameness." 
B) is limited to the medium being used 
C) Strong visuals weaken communication. 
D) Using attitude helps. 
E) Using a different spokesperson for each ad increases continuity. 
A) It is not the equivalent of "sameness." 
B) is limited to the medium being used 
C) Strong visuals weaken communication. 
D) Using attitude helps. 
E) Using a different spokesperson for each ad increases continuity.

Question 3

According to your authors, which of the following are reflected in marketing goals?

Accepted Answer

A) a clear understanding of long- and short-term competitive situations 
B) They are often expressed as sales or share-of-market objectives to be accomplished for a given budget and over a specific time. 
C) They are derived from the advertising plan. 
D) just how much public relations advantage you will gain 
E) the persuasive impact of an advertising message 
A) a clear understanding of long- and short-term competitive situations 
B) They are often expressed as sales or share-of-market objectives to be accomplished for a given budget and over a specific time. 
C) They are derived from the advertising plan. 
D) just how much public relations advantage you will gain 
E) the persuasive impact of an advertising message

Question 4

Using the same typeface or same layout format confuses customers and reduces ad effectiveness.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is characteristic of attitudinal continuity?

Accepted Answer

A) expression of a consistent feeling or tone from ad to ad 
B) is ineffective in campaigns that have no theme line 
C) always excludes visual and verbal continuity 
D) provides enough of a dynamic shift to maintain interest 
E) use of the same copy objective in each ad in a campaign 
A) expression of a consistent feeling or tone from ad to ad 
B) is ineffective in campaigns that have no theme line 
C) always excludes visual and verbal continuity 
D) provides enough of a dynamic shift to maintain interest 
E) use of the same copy objective in each ad in a campaign

Question 6

Describe the various types of similarity and their importance in a campaign.

Accepted Answer

In a campaign, there are various types o

Question 7

Advertisers design a regional or national campaign to run, on average, for:

Accepted Answer

A) 12 months. 
B) 17 months. 
C) 23 months. 
D) three to four years. 
E) rarely more than five years. 
A) 12 months. 
B) 17 months. 
C) 23 months. 
D) three to four years. 
E) rarely more than five years.

Question 8

Which of the following was NOT a Pepsi Generation advertising theme?

Accepted Answer

A) Nothing Else Is Pepsi 
B) A Generation Ahead 
C) The Joy Of Cola 
D) The Uncola 
E) Pepsi's Got Your Taste For Life 
A) Nothing Else Is Pepsi 
B) A Generation Ahead 
C) The Joy Of Cola 
D) The Uncola 
E) Pepsi's Got Your Taste For Life

Question 9

Advertising appeals that motivate people do NOT appeal to their:

Accepted Answer

A) desires. 
B) good nature. 
C) goals. 
D) problems. 
E) needs. 
A) desires. 
B) good nature. 
C) goals. 
D) problems. 
E) needs.

Question 10

Which of the following is NOT considered a key component of the advertising process?

Accepted Answer

A) media 
B) return on investment 
C) strategy 
D) research 
E) broadcast 
A) media 
B) return on investment 
C) strategy 
D) research 
E) broadcast

Question 11

Nike's Just Do It and Pepsi Cola Company Pepsi Generation campaigns communicate attitude.

Accepted Answer

A) True 
 B)False

Question 12

Techniques for creating visual similarity would include all of the following EXCEPT:

Accepted Answer

A) use of virtually the same layout. 
B) the same talent. 
C) use of same typeface. 
D) being sure illustrations are close to same size. 
E) headlines of about the same length. 
A) use of virtually the same layout. 
B) the same talent. 
C) use of same typeface. 
D) being sure illustrations are close to same size. 
E) headlines of about the same length.

Question 13

For aural similarity in a campaign, which of the following can be used?

Accepted Answer

A) the same logo 
B) the same character actors 
C) the same music 
D) the same metaphoric slogan 
E) visual cue 
A) the same logo 
B) the same character actors 
C) the same music 
D) the same metaphoric slogan 
E) visual cue

Question 14

A key role of the situation analysis is to establish a starting point, a benchmark.

Accepted Answer

A) True 
 B)False

Question 15

When Chevy uses the phrase, "imagination at work," it was addressing the concept of visual continuity for its advertising campaign.

Accepted Answer

A) True 
 B)False

Question 16

After establishing the copy objectives, we're ready to implement the copy strategy by outlining how a creative plan will contribute to accomplishing predetermined marketing goals.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following products have established aural continuity for its advertising campaigns?

Accepted Answer

A) Motel 6 
B) Revlon 
C) Folgers coffee 
D) Nike 
E) Dial 
A) Motel 6 
B) Revlon 
C) Folgers coffee 
D) Nike 
E) Dial

Question 18

When marketers talk about being "media neutral," they are indicating that:

Accepted Answer

A) they use advertising in vehicles that have no bias. 
B) they choose only to use advertising in their campaigns. 
C) they have no bias toward or against advertising, public relations, or any other specific discipline that comprise IMC when it comes to gaining maximum ROI. 
D) they will typically select public relations as the first choice of promotional tools to kickoff a campaign because PR folks know how to deal with media. 
E) all models used will be ethnically unidentifiable. 
A) they use advertising in vehicles that have no bias. 
B) they choose only to use advertising in their campaigns. 
C) they have no bias toward or against advertising, public relations, or any other specific discipline that comprise IMC when it comes to gaining maximum ROI. 
D) they will typically select public relations as the first choice of promotional tools to kickoff a campaign because PR folks know how to deal with media. 
E) all models used will be ethnically unidentifiable.

Exam 22: The Complete Campaign

Which of the following is NOT characteristic of an effective product analysis?

Which of the following is true about visual continuity?

According to your authors, which of the following are reflected in marketing goals?

Using the same typeface or same layout format confuses customers and reduces ad effectiveness.

Which of the following is characteristic of attitudinal continuity?

Describe the various types of similarity and their importance in a campaign.

Advertisers design a regional or national campaign to run, on average, for:

Which of the following was NOT a Pepsi Generation advertising theme?

Advertising appeals that motivate people do NOT appeal to their:

Which of the following is NOT considered a key component of the advertising process?

Nike's Just Do It and Pepsi Cola Company Pepsi Generation campaigns communicate attitude.

Techniques for creating visual similarity would include all of the following EXCEPT:

For aural similarity in a campaign, which of the following can be used?

A key role of the situation analysis is to establish a starting point, a benchmark.

When Chevy uses the phrase, "imagination at work," it was addressing the concept of visual continuity for its advertising campaign.

After establishing the copy objectives, we're ready to implement the copy strategy by outlining how a creative plan will contribute to accomplishing predetermined marketing goals.

Which of the following products have established aural continuity for its advertising campaigns?

When marketers talk about being "media neutral," they are indicating that:

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

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