Question 1

The executional framework explains how the message in an advertisement will be delivered.

Accepted Answer

A) True 
 B)False

Question 2

The executional framework is the:

Accepted Answer

A)  key idea or ideas that an advertisement is to convey 
B)  key element in an advertisement that taps into or activates a consumer's personal value system 
C)  design of the advertisement that attracts attention or presents information 
D)  theme that explains how the message will be delivered in an advertisement

Question 3

One important decision in advertising management is the choice between an in-house advertising group and an external advertising agency.

Accepted Answer

A) True 
 B)False

Question 4

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 5

What is a message theme? What does it reflect?

Accepted Answer

The answer of What is a message theme? What does...

Question 6

In the consumer sector, advertising is usually the primary communication vehicle with the other promotional tools (trade) promotions, consumer promotions, and personal selling designed to back the advertising campaign.

Accepted Answer

A) True 
 B)False

Question 7

The following are components of a creative brief, except:

Accepted Answer

A)  stating which media will be used in the campaign 
B)  the objective of the campaign 
C)  the target market for the campaign 
D)  outlining the message theme

Question 8

The first step in preparing a creative brief is to identify the:

Accepted Answer

A)  target audience 
B)  support 
C)  objective 
D)  message theme

Question 9

A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.

Accepted Answer

A) True 
 B)False

Question 10

From the methods listed below, the best method for building brand awareness is:

Accepted Answer

A)  consumer promotions 
B)  advertising 
C)  trade promotions 
D)  personal selling

Question 11

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 12

An advertising account executive is the person who actually develops and produces the advertisement.

Accepted Answer

A) True 
 B)False

Question 13

In terms of selecting an advertising agency, requesting client references should occur before the initial list of applicants is screened, because the client list can be used to eliminate agencies where there is a conflict of interest.

Accepted Answer

A) True 
 B)False

Question 14

In terms of the 75/15/10 rule, 75 percent of the money spent on advertising should be spent for media buys.

Accepted Answer

A) True 
 B)False

Question 15

A Campbell's Soup print advertisement shows a young family enjoying a bowl of soup with the Campbell's name and logo prominently displayed in the ad. No other information or copy is in the ad. The advertising goal of this advertisement is most likely to:

Accepted Answer

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

Question 16

To be effective in terms of using an external agency, at least 75 percent of the advertising budget should be spent on media buys.

Accepted Answer

A) True 
 B)False

Question 17

An advertising appeal is the:

Accepted Answer

A)  key idea or ideas that an advertisement is to convey 
B)  key element in an advertisement that taps into or activates a consumer's personal value system 
C)  design of the advertisement that attracts attention or presents information 
D)  theme that explains how the message will be delivered

Question 18

One key step in preparing a creative brief is to identify the target audience of the ad.

Accepted Answer

A) True 
 B)False

Question 19

A traffic manager is the person who schedules media for advertising.

Accepted Answer

A) True 
 B)False

Question 20

The following are advantages of using an in-house advertising department, except:

Accepted Answer

A)  a better understanding of the product and mission of the company 
B)  produce ads faster 
C)  a better understanding of consumers and consumer trends 
D)  greater consistency in ads because of lower turnover among the creative team

Exam 5: Advertising Management

The executional framework explains how the message in an advertisement will be delivered.

The executional framework is the:

One important decision in advertising management is the choice between an in-house advertising group and an external advertising agency.

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

What is a message theme? What does it reflect?

In the consumer sector, advertising is usually the primary communication vehicle with the other promotional tools (trade) promotions, consumer promotions, and personal selling designed to back the advertising campaign.

The following are components of a creative brief, except:

The first step in preparing a creative brief is to identify the:

A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.

From the methods listed below, the best method for building brand awareness is:

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

An advertising account executive is the person who actually develops and produces the advertisement.

In terms of selecting an advertising agency, requesting client references should occur before the initial list of applicants is screened, because the client list can be used to eliminate agencies where there is a conflict of interest.

In terms of the 75/15/10 rule, 75 percent of the money spent on advertising should be spent for media buys.

A Campbell's Soup print advertisement shows a young family enjoying a bowl of soup with the Campbell's name and logo prominently displayed in the ad. No other information or copy is in the ad. The advertising goal of this advertisement is most likely to:

To be effective in terms of using an external agency, at least 75 percent of the advertising budget should be spent on media buys.

An advertising appeal is the:

One key step in preparing a creative brief is to identify the target audience of the ad.

A traffic manager is the person who schedules media for advertising.

The following are advantages of using an in-house advertising department, except: