Question 1

Advertising that is designed to deliver coupons and sweepstakes is performing the function of _____.

Accepted Answer

A)  informing 
B)  influencing 
C)  reminding 
D)  adding value 
E)  assisting other company efforts 
A)  informing 
B)  influencing 
C)  reminding 
D)  adding value 
E)  assisting other company efforts

Question 2

Edwin L.Artzt,former chairman and CEO of Procter & Gamble,draws an analogy between exercising and advertising.Explain the meaning of this analogy,particularly in reference to brand equity.

Accepted Answer

Mr.Artzt is pointing out that advertisin

Question 3

Most successful companies are aware that consistent investment spending is the key factor underlying successful advertising.

Accepted Answer

A) True 
 B)False

Question 4

Smaller competitors in an industry typically have to invest relatively larger percentages of their sales revenues in advertising than do larger competitors.

Accepted Answer

A) True 
 B)False

Question 5

Making a brand more _____ means enriching the memory trace for a brand such that the brand comes to mind in relevant choice situations.

Accepted Answer

A)  primary 
B)  secondary 
C)  salient 
D)  important 
E)  valuable 
A)  primary 
B)  secondary 
C)  salient 
D)  important 
E)  valuable

Question 6

Most successful companies are aware that _____ spending is the key factor underlying successful advertising.

Accepted Answer

A)  increased 
B)  decreased 
C)  consistent investment 
D)  maximum 
E)  minimum 
A)  increased 
B)  decreased 
C)  consistent investment 
D)  maximum 
E)  minimum

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Lucille's position at an advertising agency has her involved in getting new business for the agency and working with clients at a strategic level.Lucille is a(n)_____.

Accepted Answer

A)  line manager 
B)  senior vice-president 
C)  assistant supervisor 
D)  management supervisor 
E)  account executive 
A)  line manager 
B)  senior vice-president 
C)  assistant supervisor 
D)  management supervisor 
E)  account executive

Question 9

Advertising has not been demonstrated to influence brand switching.

Accepted Answer

A) True 
 B)False

Question 10

Over half of world-wide ad spending takes place in the United States.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is an advantage of employing the services of a full-service agency?

Accepted Answer

A)  obtaining negotiating leverage with the media 
B)  ability to contract for services only when they are needed 
C)  greater control over the advertising function 
D)  greater control over competitive information 
E)  more effective advertising 
A)  obtaining negotiating leverage with the media 
B)  ability to contract for services only when they are needed 
C)  greater control over the advertising function 
D)  greater control over competitive information 
E)  more effective advertising

Question 12

One option for an organization wishing to advertise is to recruit the services of a variety of firms with particular specialties in distinct aspects of advertising.These firms are called _____.

Accepted Answer

A)  specialty firms 
B)  boutiques 
C)  cafeteria agencies 
D)  full-service agencies 
E)  buffet agencies 
A)  specialty firms 
B)  boutiques 
C)  cafeteria agencies 
D)  full-service agencies 
E)  buffet agencies

Question 13

How can companies add value to their offerings?

Accepted Answer

A)  innovating 
B)  improving quality 
C)  altering consumer perceptions 
D)  a and b only 
E)  a, b, and c 
A)  innovating 
B)  improving quality 
C)  altering consumer perceptions 
D)  a and b only 
E)  a, b, and c

Question 14

Most of the major U.S.ad agencies are located in Los Angeles.

Accepted Answer

A) True 
 B)False

Question 15

_____ act as liaisons so that the client does not need to interact directly with several different service departments and specialists in a full-service advertising agency.

Accepted Answer

A)  Account managers 
B)  Account planners 
C)  Media managers 
D)  Account directors 
E)  Client managers 
A)  Account managers 
B)  Account planners 
C)  Media managers 
D)  Account directors 
E)  Client managers

Question 16

The _____ are involved in tactical decision making and day-to-day contact with brand managers and other client personnel.

Accepted Answer

A)  account executives 
B)  management supervisors 
C)  assistant supervisors 
D)  product managers 
E)  line managers 
A)  account executives 
B)  management supervisors 
C)  assistant supervisors 
D)  product managers 
E)  line managers

Question 17

Advertising adds value to brands by influencing perceptions.

Accepted Answer

A) True 
 B)False

Question 18

Creative Advertising Agency buys $100,000 of magazine advertising space for its client.Using the historical standard media commission rate,how much will the agency be compensated for this media buy?

Accepted Answer

A)  $5,000 
B)  $10,000 
C)  $15,000 
D)  $20,000 
E)  $25,000 
A)  $5,000 
B)  $10,000 
C)  $15,000 
D)  $20,000 
E)  $25,000

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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 _____.

Accepted Answer

A)  revenue 
B)  variable cost 
C)  discretionary cost 
D)  marginal cost 
E)  price 
A)  revenue 
B)  variable cost 
C)  discretionary cost 
D)  marginal cost 
E)  price

Exam 9: Overview of Advertising Management

Advertising that is designed to deliver coupons and sweepstakes is performing the function of _____.

Edwin L.Artzt,former chairman and CEO of Procter & Gamble,draws an analogy between exercising and advertising.Explain the meaning of this analogy,particularly in reference to brand equity.

Most successful companies are aware that consistent investment spending is the key factor underlying successful advertising.

Smaller competitors in an industry typically have to invest relatively larger percentages of their sales revenues in advertising than do larger competitors.

Making a brand more _____ means enriching the memory trace for a brand such that the brand comes to mind in relevant choice situations.

Most successful companies are aware that _____ spending is the key factor underlying successful advertising.

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

Lucille's position at an advertising agency has her involved in getting new business for the agency and working with clients at a strategic level.Lucille is a(n)_____.

Advertising has not been demonstrated to influence brand switching.

Over half of world-wide ad spending takes place in the United States.

Which of the following is an advantage of employing the services of a full-service agency?

One option for an organization wishing to advertise is to recruit the services of a variety of firms with particular specialties in distinct aspects of advertising.These firms are called _____.

How can companies add value to their offerings?

Most of the major U.S.ad agencies are located in Los Angeles.

_____ act as liaisons so that the client does not need to interact directly with several different service departments and specialists in a full-service advertising agency.

The _____ are involved in tactical decision making and day-to-day contact with brand managers and other client personnel.

Advertising adds value to brands by influencing perceptions.

Creative Advertising Agency buys $100,000 of magazine advertising space for its client.Using the historical standard media commission rate,how much will the agency be compensated for this media buy?

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

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 _____.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

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