Question 1

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

Accepted Answer

A)  disinvesting 
B)  disintermediation 
C)  divesting 
D)  discharging 
E)  harvesting 
A)  disinvesting 
B)  disintermediation 
C)  divesting 
D)  discharging 
E)  harvesting

Question 2

It is possible to translate the idea of advertising "strength" into numerical values by capitalizing on the concept of _____.

Accepted Answer

A)  advertising elasticity 
B)  return on investment 
C)  share of market 
D)  advertising variance 
E)  competitive analysis 
A)  advertising elasticity 
B)  return on investment 
C)  share of market 
D)  advertising variance 
E)  competitive analysis

Question 3

Advertising strategy formulation involves which activity?

Accepted Answer

A)  setting objectives 
B)  devising budgets 
C)  message creation 
D)  media strategy 
E)  All of these are correct. 
A)  setting objectives 
B)  devising budgets 
C)  message creation 
D)  media strategy 
E)  All of these are correct.

Question 4

An advertisement that is designed to encourage you to buy Nike shoes is attempting to stimulate _____ demand.

Accepted Answer

A)  inelastic 
B)  elastic 
C)  secondary 
D)  primary 
E)  joint 
A)  inelastic 
B)  elastic 
C)  secondary 
D)  primary 
E)  joint

Question 5

_____ is a measure of how responsive the quantity demanded is to changes in marketing variables such as price and advertising.

Accepted Answer

A)  Profitability 
B)  Elasticity 
C)  Production 
D)  Disinvesting 
E)  Connectivity 
A)  Profitability 
B)  Elasticity 
C)  Production 
D)  Disinvesting 
E)  Connectivity

Question 6

Gwen works at a consumer-goods manufacturer and deals with the tactical,day-to-day activities that must be performed to carry out an advertising campaign.Gwen is involved in _____.

Accepted Answer

A)  formulating advertising strategy 
B)  implementing advertising strategy 
C)  account management 
D)  marketing management 
E)  formulating marketing strategy 
A)  formulating advertising strategy 
B)  implementing advertising strategy 
C)  account management 
D)  marketing management 
E)  formulating marketing strategy

Question 7

Which of the following is NOT a basic function performed by a full-service advertising agency?

Accepted Answer

A)  account management 
B)  creative services 
C)  product research and development services 
D)  media services 
E)  research services. 
A)  account management 
B)  creative services 
C)  product research and development services 
D)  media services 
E)  research services.

Question 8

Measuring advertising effectiveness often requires that baseline measures be taken before an advertising campaign begins and then afterward to determine whether the objective was achieved.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  Management supervisors 
B)  Account executives 
C)  Client managers 
D)  Account planners 
E)  Project managers 
A)  Management supervisors 
B)  Account executives 
C)  Client managers 
D)  Account planners 
E)  Project managers

Question 10

Account executives report to _____.

Accepted Answer

A)  regional managers 
B)  senior vice-presidents 
C)  the chief executive officer 
D)  the board of directors 
E)  account managers 
A)  regional managers 
B)  senior vice-presidents 
C)  the chief executive officer 
D)  the board of directors 
E)  account managers

Question 11

A full-service advertising agency _____.

Accepted Answer

A)  necessitates employing an advertising staff and absorbing the overhead required to maintain the staff's operations 
B)  is unprofitable unless a company does a large and continuous amount of advertising 
C)  has the advantage of complete control over the advertising function 
D)  perform all the basic functions of advertising for a client 
E)  does not perform other marcom functions, such as sales promotion and publicity 
A)  necessitates employing an advertising staff and absorbing the overhead required to maintain the staff's operations 
B)  is unprofitable unless a company does a large and continuous amount of advertising 
C)  has the advantage of complete control over the advertising function 
D)  perform all the basic functions of advertising for a client 
E)  does not perform other marcom functions, such as sales promotion and publicity

Question 12

An advertisement that is designed to presell a company's products and provide salespeople with valuable introductions performs the advertising function of _____.

Accepted Answer

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

Question 13

List and describe the five functions of advertising.

Accepted Answer

Advertising's functions include:
1.Infor

Question 14

____ are responsible for developing overall media strategy.

Accepted Answer

A)  Account executives 
B)  Account planners 
C)  Media planners 
D)  Media buyers 
E)  Media directors 
A)  Account executives 
B)  Account planners 
C)  Media planners 
D)  Media buyers 
E)  Media directors

Question 15

Most of the major U.S.advertising agencies are located in _____.

Accepted Answer

A)  Detroit 
B)  Chicago 
C)  Los Angeles 
D)  Dallas 
E)  New York City 
A)  Detroit 
B)  Chicago 
C)  Los Angeles 
D)  Dallas 
E)  New York City

Question 16

In terms of profitability,investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the advertising expense.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

The most common method of compensation for advertising agencies today is _____.

Accepted Answer

A)  a labor-based fee system 
B)  a standard commission of 10 percent of the gross amount of the billing 
C)  a standard commission of 15 percent of the gross amount of the billing 
D)  a standard commission of 20 percent of the gross amount of the billing 
E)  outcome-based programs 
A)  a labor-based fee system 
B)  a standard commission of 10 percent of the gross amount of the billing 
C)  a standard commission of 15 percent of the gross amount of the billing 
D)  a standard commission of 20 percent of the gross amount of the billing 
E)  outcome-based programs

Question 19

The National Dairy Council sponsored a series of commercials promoting milk and cheese as healthy foods.This advertising was designed to create _____.

Accepted Answer

A)  secondary demand 
B)  horizontal demand 
C)  vicarious demand 
D)  primary demand 
E)  joint demand 
A)  secondary demand 
B)  horizontal demand 
C)  vicarious demand 
D)  primary demand 
E)  joint demand

Question 20

Management supervisors in a full-service agency are involved in tactical decision making and day-to-day contact with brand managers and other client personnel.

Accepted Answer

A) True 
 B)False

Exam 9: Overview of Advertising Management

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

It is possible to translate the idea of advertising "strength" into numerical values by capitalizing on the concept of _____.

Advertising strategy formulation involves which activity?

An advertisement that is designed to encourage you to buy Nike shoes is attempting to stimulate _____ demand.

_____ is a measure of how responsive the quantity demanded is to changes in marketing variables such as price and advertising.

Gwen works at a consumer-goods manufacturer and deals with the tactical,day-to-day activities that must be performed to carry out an advertising campaign.Gwen is involved in _____.

Which of the following is NOT a basic function performed by a full-service advertising agency?

Measuring advertising effectiveness often requires that baseline measures be taken before an advertising campaign begins and then afterward to determine whether the objective was achieved.

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

Account executives report to _____.

A full-service advertising agency _____.

An advertisement that is designed to presell a company's products and provide salespeople with valuable introductions performs the advertising function of _____.

List and describe the five functions of advertising.

____ are responsible for developing overall media strategy.

Most of the major U.S.advertising agencies are located in _____.

In terms of profitability,investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the advertising expense.

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

The most common method of compensation for advertising agencies today is _____.

The National Dairy Council sponsored a series of commercials promoting milk and cheese as healthy foods.This advertising was designed to create _____.

Management supervisors in a full-service agency are involved in tactical decision making and day-to-day contact with brand managers and other client personnel.

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

Filters