Question 1

In business-to-business communications, advertising is often the primary promotion method with the other components of the promotional mix, such as trade promotions, consumer promotions, and personal selling supporting the advertising.

Accepted Answer

A) True 
 B)False

Question 2

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 to:

Accepted Answer

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

Question 3

A disclaimer warranty typically specifies each of the following, except:

Accepted Answer

A)  the conditions under which a warranty will be honored 
B)  statements about past legal actions regarding the product 
C)  potential hazards associated with products 
D)  the terms of financing agreements, bonuses, and discounts

Question 4

A stewardship report is an update on the work performed on an advertising campaign and is prepared by the advertising agency.

Accepted Answer

A) True 
 B)False

Question 5

In terms of advertising budget distribution, a flighting campaign is best suited to products with:

Accepted Answer

A)  one key peak season and an off season 
B)  a series of small seasons and no off seasons 
C)  a series of customers who buy at different times during the year 
D)  a high service component

Question 6

For a creative brief, the target audience information should contain:

Accepted Answer

A)  only basic demographic information, such as gender and age 
B)  information about the users of a particular product 
C)  not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience 
D)  past purchase behavior of every company or consumer that has purchased the product in addition to the demographic information

Question 7

Name the steps involved in selecting an advertising agency.

Accepted Answer

The answer of Name the steps involved in selecting an...

Question 8

One common approach used by advertising agencies to understand a client's customers is the focus group.

Accepted Answer

A) True 
 B)False

Question 9

In terms of selecting an advertising agency, company leaders at Atco Electronics do not have a clear idea of what they want to accomplish and therefore disagree as to what type of agency should be hired. This situation occurred because the company failed to:

Accepted Answer

A)  develop selection criteria to be used in the ad selection process 
B)  set goals before starting their search for an agency 
C)  solicit client references before discussing what type of agency they want 
D)  ask for a creative pitch

Question 10

In terms of the 75/15/10 rule, the 10% represents the:

Accepted Answer

A)  money spent on media time or space 
B)  money spent on ad production 
C)  money spent for the creative work 
D)  fee for the media buyer

Question 11

What roles do advertising account executives play in developing campaigns?

Accepted Answer

The answer of What roles do advertising account executives play...

Question 12

In terms of selecting an advertising agency, without clearly understood goals, it is virtually impossible to choose an agency because company leaders may not have a clear idea of what they want to accomplish.

Accepted Answer

A) True 
 B)False

Question 13

In terms of selecting an advertising agency, a creative pitch is a formal presentation addressing a specific problem, situation, or set of questions.

Accepted Answer

A) True 
 B)False

Question 14

Part of the reasoning for using an in-house advertising department is that internal organization members have a better sense of the company's mission and message.

Accepted Answer

A) True 
 B)False

Question 15

The leverage point is how the design of the ad will attract attention or present information to the consumer or business viewing the ad.

Accepted Answer

A) True 
 B)False

Question 16

If an agency had represented a dine-in restaurant in the past but no longer has the account, it would be a conflict of interest for another dine-in restaurant to hire the agency.

Accepted Answer

A) True 
 B)False

Question 17

For a creative brief, constraints include all of the following, except:

Accepted Answer

A)  left-brained appeals 
B)  disclaimers 
C)  copyright registrations 
D)  trademarks

Question 18

For the creative brief, name the most common objectives of an advertisement.

Accepted Answer

The answer of For the creative brief, name the most...

Question 19

The first step of an advertising management program is to:

Accepted Answer

A)  review the role of advertising in the IMC effort 
B)  select an in-house or external advertising agency 
C)  develop an advertising campaign management strategy 
D)  prepare a creative brief

Question 20

Which product is most likely to include a disclaimer warranty?

Accepted Answer

A)  medicine 
B)  shirt 
C)  hammer 
D)  scotch tape

Exam 5: Advertising Management

In business-to-business communications, advertising is often the primary promotion method with the other components of the promotional mix, such as trade promotions, consumer promotions, and personal selling supporting the advertising.

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 to:

A disclaimer warranty typically specifies each of the following, except:

A stewardship report is an update on the work performed on an advertising campaign and is prepared by the advertising agency.

In terms of advertising budget distribution, a flighting campaign is best suited to products with:

For a creative brief, the target audience information should contain:

Name the steps involved in selecting an advertising agency.

One common approach used by advertising agencies to understand a client's customers is the focus group.

In terms of selecting an advertising agency, company leaders at Atco Electronics do not have a clear idea of what they want to accomplish and therefore disagree as to what type of agency should be hired. This situation occurred because the company failed to:

In terms of the 75/15/10 rule, the 10% represents the:

What roles do advertising account executives play in developing campaigns?

In terms of selecting an advertising agency, without clearly understood goals, it is virtually impossible to choose an agency because company leaders may not have a clear idea of what they want to accomplish.

In terms of selecting an advertising agency, a creative pitch is a formal presentation addressing a specific problem, situation, or set of questions.

Part of the reasoning for using an in-house advertising department is that internal organization members have a better sense of the company's mission and message.

The leverage point is how the design of the ad will attract attention or present information to the consumer or business viewing the ad.

If an agency had represented a dine-in restaurant in the past but no longer has the account, it would be a conflict of interest for another dine-in restaurant to hire the agency.

For a creative brief, constraints include all of the following, except:

For the creative brief, name the most common objectives of an advertisement.

The first step of an advertising management program is to:

Which product is most likely to include a disclaimer warranty?