Question 1

Message strategies and decisions are most often the joint enterprise of the companies that advertise and their _____.

Accepted Answer

A)  advertising agencies 
B)  marketing departments 
C)  advertising departments 
D)  promotion departments 
E)  communication consultants 
A)  advertising agencies 
B)  marketing departments 
C)  advertising departments 
D)  promotion departments 
E)  communication consultants

Question 2

An example of usage expansion advertising is _____.

Accepted Answer

A)  a soft drink manufacturer who is the first to introduce a five liter plastic bottle 
B)  a manufacturer of baking soda promoting a new use for the product 
C)  a retailer who doubles the promotional budget 
D)  a retailer that was only using newspaper advertising that is now expanding into radio advertising 
E)  a gas station advertising that they are open 24 hours a day 
A)  a soft drink manufacturer who is the first to introduce a five liter plastic bottle 
B)  a manufacturer of baking soda promoting a new use for the product 
C)  a retailer who doubles the promotional budget 
D)  a retailer that was only using newspaper advertising that is now expanding into radio advertising 
E)  a gas station advertising that they are open 24 hours a day

Question 3

Advertising is defined as "a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future."

Accepted Answer

A) True 
 B)False

Question 4

_____ deals with the tactical,day-to-day activities that must be performed to carry out an advertising campaign.

Accepted Answer

A)  Marketing management 
B)  Advertising management 
C)  Advertising strategy formulation 
D)  Advertising strategy implementation 
E)  Measuring effectiveness 
A)  Marketing management 
B)  Advertising management 
C)  Advertising strategy formulation 
D)  Advertising strategy implementation 
E)  Measuring effectiveness

Question 5

A compensation system in which agencies carefully monitor their time and bill clients a fee based on time commitment is known as a(n)_____.

Accepted Answer

A)  commission-based system 
B)  input-based system 
C)  labor-based fee system 
D)  outcome-based program 
E)  performance-based system 
A)  commission-based system 
B)  input-based system 
C)  labor-based fee system 
D)  outcome-based program 
E)  performance-based system

Question 6

Customers are known to be more responsive to retailers' price deals when retailers _____.

Accepted Answer

A)  use rebate offers 
B)  advertise those deals 
C)  offer coupons 
D)  provide additional incentives 
E)  include in-package premiums 
A)  use rebate offers 
B)  advertise those deals 
C)  offer coupons 
D)  provide additional incentives 
E)  include in-package premiums

Question 7

The case for investing in advertising is based on the belief that it can increase profitability and thus increase revenue beyond the incremental advertising expense by _____.

Accepted Answer

A)  increasing sales volume 
B)  enabling higher selling prices 
C)  reducing promotion costs 
D)  a and b only 
E)  a, b, and c 
A)  increasing sales volume 
B)  enabling higher selling prices 
C)  reducing promotion costs 
D)  a and b only 
E)  a, b, and c

Question 8

The _____ says that sales volume,or quantity,typically increases when prices are reduced,and vice versa.

Accepted Answer

A)  elasticity model 
B)  sales-price curve 
C)  law of inverse demand 
D)  converse sales law 
E)  sales demand equation 
A)  elasticity model 
B)  sales-price curve 
C)  law of inverse demand 
D)  converse sales law 
E)  sales demand equation

Question 9

Advertising adds value to brands by _____.

Accepted Answer

A)  influencing perceptions 
B)  innovating the offering 
C)  improving the quality of the offering 
D)  creating primary demand 
E)  creating secondary demand 
A)  influencing perceptions 
B)  innovating the offering 
C)  improving the quality of the offering 
D)  creating primary demand 
E)  creating secondary demand

Question 10

_____ is a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future.

Accepted Answer

A)  Public relations 
B)  Advertising 
C)  Communications 
D)  Marketing 
E)  Marcom 
A)  Public relations 
B)  Advertising 
C)  Communications 
D)  Marketing 
E)  Marcom

Question 11

Describe the various forms of advertising agency compensation.

Accepted Answer

There are three basic methods by which c

Question 12

An advantage of using a full-service advertising agency is the ability to obtain negotiating leverage with the media.

Accepted Answer

A) True 
 B)False

Question 13

Influencing people to purchase a specific brand is creating _____ demand.

Accepted Answer

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

Question 14

Even though advertising is costly,its effects are certain.

Accepted Answer

A) True 
 B)False

Question 15

In a situation where demand is more advertising elastic than price elastic it is advisable to _____.

Accepted Answer

A)  maintain the status quo 
B)  build image via increased advertising 
C)  grow volume via price discounting 
D)  increase advertising and/or discount prices 
E)  decrease advertising and discount prices 
A)  maintain the status quo 
B)  build image via increased advertising 
C)  grow volume via price discounting 
D)  increase advertising and/or discount prices 
E)  decrease advertising and discount prices

Question 16

_____ represent the newest approach to agency compensation.

Accepted Answer

A)  Fee-based programs 
B)  Outcome-based programs 
C)  Contingency-based programs 
D)  Outsource-based programs 
E)  Commission-based programs 
A)  Fee-based programs 
B)  Outcome-based programs 
C)  Contingency-based programs 
D)  Outsource-based programs 
E)  Commission-based programs

Question 17

Which unit of a full-service advertising agency is charged with the task of selecting the best advertising media for reaching the client's target market,achieving ad objectives,and meeting the budget?

Accepted Answer

A)  creative services 
B)  media services 
C)  research services 
D)  account management 
E)  production services 
A)  creative services 
B)  media services 
C)  research services 
D)  account management 
E)  production services

Question 18

Advertising's long-term role has been described as "Strong advertising represents a deposit in the brand equity bank." By "strong" is meant the advertising _____.

Accepted Answer

A)  is repeated at least three times 
B)  provides sufficient product information as well as an emotional appeal 
C)  includes convincing arguments for purchase 
D)  is different, unique, clever, and memorable 
E)  is credible, informative, and humorous 
A)  is repeated at least three times 
B)  provides sufficient product information as well as an emotional appeal 
C)  includes convincing arguments for purchase 
D)  is different, unique, clever, and memorable 
E)  is credible, informative, and humorous

Question 19

Creating demand for an entire product category is known as _____ demand.

Accepted Answer

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

Question 20

____ procure specific vehicles within particular media that have been selected for an agency's clients.

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

Exam 9: Overview of Advertising Management

Message strategies and decisions are most often the joint enterprise of the companies that advertise and their _____.

An example of usage expansion advertising is _____.

Advertising is defined as "a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future."

_____ deals with the tactical,day-to-day activities that must be performed to carry out an advertising campaign.

A compensation system in which agencies carefully monitor their time and bill clients a fee based on time commitment is known as a(n)_____.

Customers are known to be more responsive to retailers' price deals when retailers _____.

The case for investing in advertising is based on the belief that it can increase profitability and thus increase revenue beyond the incremental advertising expense by _____.

The _____ says that sales volume,or quantity,typically increases when prices are reduced,and vice versa.

Advertising adds value to brands by _____.

_____ is a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future.

Describe the various forms of advertising agency compensation.

An advantage of using a full-service advertising agency is the ability to obtain negotiating leverage with the media.

Influencing people to purchase a specific brand is creating _____ demand.

Even though advertising is costly,its effects are certain.

In a situation where demand is more advertising elastic than price elastic it is advisable to _____.

_____ represent the newest approach to agency compensation.

Which unit of a full-service advertising agency is charged with the task of selecting the best advertising media for reaching the client's target market,achieving ad objectives,and meeting the budget?

Advertising's long-term role has been described as "Strong advertising represents a deposit in the brand equity bank." By "strong" is meant the advertising _____.

Creating demand for an entire product category is known as _____ demand.

____ procure specific vehicles within particular media that have been selected for an agency's clients.

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