Exam 9: An Overview of Advertising Management

Ad spending in developing countries is growing at a much more rapid rate than in the United States.

In an in-house advertising operation,the advertiser employs an advertising staff and absorbs the overhead required to maintain the staff's operations.

A commercial that creates demand for Mountain Dew is an example of secondary demand.

Advertising strategy formulation involves which activity? 

Whether one chooses to invest or disinvest in advertising a brand depends largely on expectations about how advertising will influence a brand's sales volume and revenue.

Outcome-based compensation programs encourages agencies to use whatever IMC programs are needed to build brand sales.

When firms choose to reduce advertising expenditures if a brand is performing well or during periods of economic recession,this is referred to as _____.

Most advertising is undertaken by companies that market their brands to other companies (B2B advertising).

An advertisement that was designed to keep a company's brand fresh in the consumer's memory performs the advertising function of _____.

Advertising strategy implementation involves setting objectives,devising budgets,creating messages,and developing the media strategy.

Advertising is an efficient form of communication,capable of reaching mass audiences at a relatively low cost per contact.

Rick's job at a major consumer goods manufacturer is to oversee the process of setting advertising objectives,devising budgets,message creation,and determining media strategy.Rick is involved in _____.

Critics of the advertising = information view contend that a number of factors other than advertising also account for brand loyalty and prince insensitivity.

Carrie works at an advertising agency,and her job is to procure specific vehicles within particular media that have been selected for the agency's clients.Carrie is a(n)____.

Advertising management generally involves the organization that has a product or service to advertise and an independent agency,or agencies,responsible for creating ads,making media choices,and measuring results.

Historically,advertising agencies charged a standard commission of 20 percent of the gross amount of media billings.

Even though advertising is costly,its effects are certain.

List and describe the five functions of advertising.

Advertising's most important function is to increase sales.

Clara's job responsibilities include the process of creating ad messages,selecting media in which to place the ads,and measuring the effects of the advertising efforts.Clara is involved in _____.