Question 1

Most of the time,brand equity is developed through:

Accepted Answer

A)  consumer and trade promotions 
B)  public relations and personal selling 
C)  advertising and product quality 
D)  advertising and consumer promotions

Question 2

When advertising is combined with other marketing efforts into an integrated effort around a theme,it is called a:

Accepted Answer

A)  promotional campaign 
B)  deception program 
C)  persuasion campaign 
D)  comparison campaign

Question 3

The design of an advertisement that attracts attention or presents information is called the:

Accepted Answer

A)  message theme 
B)  appeal 
C)  executional framework 
D)  leverage point

Question 4

The key idea or ideas contained in an advertisement are referred to as a(n):

Accepted Answer

A)  message theme 
B)  appeal 
C)  executional framework 
D)  leverage point

Question 5

Predicting consumer behavior by concentrating on self-orientation and resources is a(n):

Accepted Answer

A)  type of statistical analysis 
B)  application of the values and life style model (VALS) 
C)  personal drive analysis (PD
A)  
D)  form of secondary research

Question 6

Providing a retail store's location and operating hours to the public in an advertisement is an example of ad designed to meet the advertising goal to:

Accepted Answer

A)  build brand image 
B)  persuade 
C)  encourage action 
D)  inform

Question 7

When conducting qualitative research during advertising planning and research,each of the following perspectives can be used,except:

Accepted Answer

A)  anthropology 
B)  sociology 
C)  psychology 
D)  statistics

Question 8

If a company wanted to use a boutique agency for developing a special contest or sweepstakes event,who should be contacted?

Accepted Answer

A)  a media service agency 
B)  a consumer promotion agency 
C)  a direct marketing agency 
D)  a trade promotion agency

Question 9

A brand that is both top-of-mind and top-choice reflects:

Accepted Answer

A)  a high degree of brand parity 
B)  a high level of brand equity 
C)  brand availability 
D)  distinct private branding

Question 10

A Campbell's Soup advertisement is designed to support the launch of a new type of soup and to tell consumers about a special sweepstakes that is tied into the launch.The advertising goal of this advertisement is most likely to:

Accepted Answer

A)  encourage action 
B)  inform 
C)  persuade 
D)  support other marketing efforts

Question 11

A media service company:

Accepted Answer

A)  negotiates contract rates between the agency and the client 
B)  negotiates pay rates for creatives and advertising performers 
C)  negotiates and purchases media packages 
D)  handles direct marketing efforts

Question 12

The following are important evaluation criteria that should be considered in selecting an advertising agency,except:

Accepted Answer

A)  size of the agency 
B)  relevant experience of the agency 
C)  governmental regulations 
D)  conflicts of interest

Question 13

Part of building brand image and brand equity is developing brand awareness.

Accepted Answer

A) True 
 B)False

Question 14

The second step in advertising planning is to establish the advertising goals,which are derived from the communication objectives.

Accepted Answer

A) True 
 B)False

Question 15

In terms of the 75/15/10 rule,the 15 represents the amount of money that is spent on producing the advertisements.

Accepted Answer

A) True 
 B)False

Question 16

From the list below,the task that is most likely to be a part of the reference request step in selecting an ad agency is:

Accepted Answer

A)  studying past media purchases 
B)  conducting a shootout 
C)  studying the firm's client retention rate 
D)  offering the contract

Question 17

In reviewing a communication market analysis,it is important to examine the media usage habits of the people in the target market as well as the media being utilized by the competition.

Accepted Answer

A) True 
 B)False

Question 18

An advertisement for an Applebee's restaurant provides information about its location,operating hours and different types of food it offers.The goal of this advertisement is most likely to be:

Accepted Answer

A)  build brand image 
B)  inform 
C)  persuade 
D)  support other marketing efforts

Question 19

By reviewing the communication market analysis,the advertising agency can understand where best to focus the advertising and promotional efforts.

Accepted Answer

A) True 
 B)False

Question 20

An external advertising agency is likely to be more objective than an in-house advertising department.

Accepted Answer

A) True 
 B)False

Exam 5: Advertising Management

Most of the time,brand equity is developed through:

When advertising is combined with other marketing efforts into an integrated effort around a theme,it is called a:

The design of an advertisement that attracts attention or presents information is called the:

The key idea or ideas contained in an advertisement are referred to as a(n) :

Predicting consumer behavior by concentrating on self-orientation and resources is a(n) :

Providing a retail store's location and operating hours to the public in an advertisement is an example of ad designed to meet the advertising goal to:

When conducting qualitative research during advertising planning and research,each of the following perspectives can be used,except:

If a company wanted to use a boutique agency for developing a special contest or sweepstakes event,who should be contacted?

A brand that is both top-of-mind and top-choice reflects:

A Campbell's Soup advertisement is designed to support the launch of a new type of soup and to tell consumers about a special sweepstakes that is tied into the launch.The advertising goal of this advertisement is most likely to:

A media service company:

The following are important evaluation criteria that should be considered in selecting an advertising agency,except:

Part of building brand image and brand equity is developing brand awareness.

The second step in advertising planning is to establish the advertising goals,which are derived from the communication objectives.

In terms of the 75/15/10 rule,the 15 represents the amount of money that is spent on producing the advertisements.

From the list below,the task that is most likely to be a part of the reference request step in selecting an ad agency is:

In reviewing a communication market analysis,it is important to examine the media usage habits of the people in the target market as well as the media being utilized by the competition.

An advertisement for an Applebee's restaurant provides information about its location,operating hours and different types of food it offers.The goal of this advertisement is most likely to be:

By reviewing the communication market analysis,the advertising agency can understand where best to focus the advertising and promotional efforts.

An external advertising agency is likely to be more objective than an in-house advertising department.