Question 1

The budgeting method that specifically relates spending to goals is the:

Accepted Answer

A)   share-of-market approach. 
B)   percentage-of-sales approach. 
C)   objective-and-task approach. 
D)   share-of-voice approach. C

Question 2

A shoe company would like men to at least buy their boots once and see how they like it.Which of the following is more likely to be the company's objective?

Accepted Answer

A)   Purchase intent 
B)   Trial usage 
C)   Repeat purchase 
D)   Build-up purchase B

Question 3

In an advertising plan,strategy:

Accepted Answer

A)   should be explained in the industry analysis. 
B)   can be listed as an objective. 
C)   should be a clear and concise articulation of how the plan will achieve its objectives. 
D)   belongs in the evaluation section. C

Question 4

Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided you want to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells you the store and its entire inventory, but with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.
-(Scenario 8-3)You're currently deciding exactly where and when ads will be placed,and determining the strategy behind each placement.This takes a while-with the explosion of Internet sites,outdoor advertising,and innovative promotions,the options are almost unlimited.In this way,you are:

Accepted Answer

A)   setting up account services. 
B)   creating a media plan. 
C)   devising a budgeting method. 
D)   doing advertising research.

Question 5

Some advocate sales objectives while others push communications objectives,although both can be done.

Accepted Answer

A) True 
 B)False

Question 6

Within the advertising plan,what does a build-up analysis actually build up?

Accepted Answer

A)   The backlog of consumer profiles to be used 
B)   The expenditure level for tasks to be done 
C)   The sales expected to be seen 
D)   The goals and objectives to be pursued

Question 7

Many marketers rely heavily on the expertise of an advertising agency.

Accepted Answer

A) True 
 B)False

Question 8

It is important for an advertiser and agency to align around evaluation criteria upfront.

Accepted Answer

A) True 
 B)False

Question 9

Scenario 8-1
You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.
-(Scenario 8-1)In the past,Girl Powers has set sales objectives for its advertising.You feel that this doesn't take into account the overall complexities presented in the analysis.Therefore,you are recommending combining sales objectives with:

Accepted Answer

A)   ethnocentrism. 
B)   marketing incentives. 
C)   communications objectives. 
D)   self-reference criteria.

Question 10

In advertising,relying only on one's own personal values,experiences,and backgrounds to make promotional decisions refers to a concept called ___________ and can be bad for global advertising.

Accepted Answer

A)   ethnocentrism 
B)   purchase intent 
C)   share of voice 
D)   self-reference criterion

Question 11

For a brand,the mechanism by which something is to be done or the means to an end is the    .

Accepted Answer

A)   competitor 
B)   branding strategy 
C)   demand 
D)   objective

Question 12

An advertising plan is the same thing as a marketing plan.

Accepted Answer

A) True 
 B)False

Question 13

A percentage-of-sales approach to budgeting calculates the amount spent by competitors and market share.

Accepted Answer

A) True 
 B)False

Question 14

Using response models to aid in the budgeting process has been a widespread practice among larger firms for many years.

Accepted Answer

A) True 
 B)False

Question 15

Companies use advertising objectives because it is important to lay the framework for the subsequent tasks in an advertising plan.

Accepted Answer

A) True 
 B)False

Question 16

The self-reference criterion is the unconscious reference to one's own cultural values,experiences,and knowledge as a basis for decisions.

Accepted Answer

A) True 
 B)False

Question 17

Objectives for advertising should be measurable,and this is noted in evaluation components of an ad plan.

Accepted Answer

A) True 
 B)False

Question 18

The agency's crucial role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and,ultimately,finished advertisements and IBP materials.

Accepted Answer

A) True 
 B)False

Question 19

Scenario 8-5
Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market. In test marketing, many consumers liked the product, but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands. Helene Curtis has always used an objective-and-task approach to develop advertising budgets. Due to these research results, the firm must now do a detailed build-up analysis.
-(Scenario 8-5)The number of exposures required to accomplish the advertising objectives for the shampoo,referred to as                 ,will also be included in the build-up analysis for Helene Curtis.

Accepted Answer

A)   execution 
B)   production 
C)   frequency 
D)   reach

Question 20

Scenario 8-1
You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.
-(Scenario 8-1)One of the main tasks will be to work with the marketing director at Girl Powers to determine exactly what she wants from its new advertising campaign.Which elements identify the specific goals that you will ask her to provide in concrete terms?

Accepted Answer

A)   strategies 
B)   tactics 
C)   objectives 
D)   executions

Exam 8: Planning Advertising and Integrated Brand Promotion

The budgeting method that specifically relates spending to goals is the:

A shoe company would like men to at least buy their boots once and see how they like it.Which of the following is more likely to be the company's objective?

In an advertising plan,strategy:

Some advocate sales objectives while others push communications objectives,although both can be done.

Within the advertising plan,what does a build-up analysis actually build up?

Many marketers rely heavily on the expertise of an advertising agency.

It is important for an advertiser and agency to align around evaluation criteria upfront.

In advertising,relying only on one's own personal values,experiences,and backgrounds to make promotional decisions refers to a concept called ___________ and can be bad for global advertising.

For a brand,the mechanism by which something is to be done or the means to an end is the .

An advertising plan is the same thing as a marketing plan.

A percentage-of-sales approach to budgeting calculates the amount spent by competitors and market share.

Using response models to aid in the budgeting process has been a widespread practice among larger firms for many years.

Companies use advertising objectives because it is important to lay the framework for the subsequent tasks in an advertising plan.

The self-reference criterion is the unconscious reference to one's own cultural values,experiences,and knowledge as a basis for decisions.

Objectives for advertising should be measurable,and this is noted in evaluation components of an ad plan.

The agency's crucial role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and,ultimately,finished advertisements and IBP materials.