Question 1

An ex-CEO at Procter & Gamble-one of the world's largest advertisers-aptly draws an analogy between advertising and exercise in that both provide _____.

Accepted Answer

A)  short-term benefits 
B)  irreversible benefits 
C)  long-term benefits 
D)  a learning environment 
E)  life to its participants 
A)  short-term benefits 
B)  irreversible benefits 
C)  long-term benefits 
D)  a learning environment 
E)  life to its participants

Question 2

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)____.

Accepted Answer

A)  media planner 
B)  media buyer 
C)  creative director 
D)  account executive 
E)  account planner 
A)  media planner 
B)  media buyer 
C)  creative director 
D)  account executive 
E)  account planner

Question 3

In general,we can consider four combinations of advertising and price elasticities.Discuss the implications of each of these situations.

Accepted Answer

Situation 1 (maintain the status quo): C

Question 4

Secondary demand is creating demand for an entire product category.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

_____ is the process of creating ad messages,selecting media in which to place the ads,and measuring the effects of the advertising efforts.

Accepted Answer

A)  Marketing management 
B)  Advertising management 
C)  Marcom management 
D)  Promotion management 
E)  Advertising 
A)  Marketing management 
B)  Advertising management 
C)  Marcom management 
D)  Promotion management 
E)  Advertising

Question 7

Media planners are responsible for developing the overall media strategy and purchasing the specific media vehicles for the advertiser.

Accepted Answer

A) True 
 B)False

Question 8

The Dairy Council's campaign points out that weight-conscious consumers can buy low-fat dairy products.This message is primarily designed to _____.

Accepted Answer

A)  persuade 
B)  deceive 
C)  add value 
D)  inform 
E)  remind 
A)  persuade 
B)  deceive 
C)  add value 
D)  inform 
E)  remind

Question 9

Account management provides the mechanism to link the agency with the client.

Accepted Answer

A) True 
 B)False

Question 10

Outcome-based programs represent the oldest approach to agency compensation.

Accepted Answer

A) True 
 B)False

Question 11

Addilson is responsible for developing the overall media strategy for his agency's clients.Addilson is a(n)____.

Accepted Answer

A)  media planner 
B)  media buyer 
C)  creative director 
D)  account executive 
E)  account planner 
A)  media planner 
B)  media buyer 
C)  creative director 
D)  account executive 
E)  account planner

Question 12

There are three basic ways by which companies can add value to their offerings: innovating,altering consumer perceptions,and lowering price.

Accepted Answer

A) True 
 B)False

Question 13

The Beef Council sponsored a variety of advertisements encouraging people to eat more meat.These advertisements were designed to create _____ demand.

Accepted Answer

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

Question 14

Identify situations where an advertiser would use in-house advertising operations,full-service advertising agencies,and a la carte arrangements.Your answer should include a discussion of the advantages and disadvantages of each of the three alternatives.

Accepted Answer

Message strategies and decisions most of

Question 15

_____ are involved in getting new business for the agency and working with clients at a strategic level.

Accepted Answer

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

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Advertising is costly and its effects are often _____.

Accepted Answer

A)  certain 
B)  uncertain 
C)  predetermined 
D)  constant 
E)  detrimental 
A)  certain 
B)  uncertain 
C)  predetermined 
D)  constant 
E)  detrimental

Question 18

Which of the following is a basic function performed by full-service advertising agencies?

Accepted Answer

A)  creative services 
B)  media services 
C)  research services 
D)  account management 
E)  All of these are correct. 
A)  creative services 
B)  media services 
C)  research services 
D)  account management 
E)  All of these are correct.

Question 19

Advertising's most important function is to increase sales.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  production expense 
B)  operational expense 
C)  discretionary expense 
D)  advertising expense 
E)  commission expense 
A)  production expense 
B)  operational expense 
C)  discretionary expense 
D)  advertising expense 
E)  commission expense

Exam 9: Overview of Advertising Management

An ex-CEO at Procter & Gamble-one of the world's largest advertisers-aptly draws an analogy between advertising and exercise in that both provide _____.

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)____.

In general,we can consider four combinations of advertising and price elasticities.Discuss the implications of each of these situations.

Secondary demand is creating demand for an entire product category.

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

_____ is the process of creating ad messages,selecting media in which to place the ads,and measuring the effects of the advertising efforts.

Media planners are responsible for developing the overall media strategy and purchasing the specific media vehicles for the advertiser.

The Dairy Council's campaign points out that weight-conscious consumers can buy low-fat dairy products.This message is primarily designed to _____.

Account management provides the mechanism to link the agency with the client.

Outcome-based programs represent the oldest approach to agency compensation.

Addilson is responsible for developing the overall media strategy for his agency's clients.Addilson is a(n)____.

There are three basic ways by which companies can add value to their offerings: innovating,altering consumer perceptions,and lowering price.

The Beef Council sponsored a variety of advertisements encouraging people to eat more meat.These advertisements were designed to create _____ demand.

Identify situations where an advertiser would use in-house advertising operations,full-service advertising agencies,and a la carte arrangements.Your answer should include a discussion of the advantages and disadvantages of each of the three alternatives.

_____ are involved in getting new business for the agency and working with clients at a strategic level.

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

Advertising is costly and its effects are often _____.

Which of the following is a basic function performed by full-service advertising agencies?

Advertising's most important function is to increase sales.

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

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