Question 1

If a company's media budget numbers are 85-10-5 and uses an external ad agency,this means the company:

Accepted Answer

A)  is spending too much money on creative work.
B)  should continue using an external advertising agency.
C)  should discontinue using an external agency and perform the work in-house.
D)  is spending too much money on media buys.E) None of the above
F) A) and B)

Question 2

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 3

Each of the following statements about variability theory is true except:

Accepted Answer

A)  ads placed in varying environments increase recall and improves encoding of the message.
B)  variability can be obtained by modifying the product positioning strategy used within the campaign.
C)  placing an advertisement in two different media would be an example of variability theory.
D)  variability can be obtained by changing the situational context of an ad.E) C) and D)
F) A) and D)

Question 4

The key phrase in an advertisement that is memorable and identifies the uniqueness of the brand is:

Accepted Answer

A)  the creative brief.
B)  product positioning.
C)  variability theory.
D)  a tagline.E) None of the above
F) A) and D)

Question 5

In the hierarchy of effects model,to obtain brand loyalty:

Accepted Answer

A)  all six steps must be present.
B)  knowledge and preference is essential,the other steps are not.
C)  liking,preference,and conviction are essential,the other steps are not.
D)  awareness,knowledge,and conviction are essential,the other steps are not.E) A) and B)
F) B) and C)

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Advertising campaign management is the process of preparing and integrating a company's advertising efforts with the overall IMC message.

Accepted Answer

A) True 
 B)False

Question 8

In an advertisement for Curves for Women,consumers are encouraged to "join now" by offering them the remainder of the summer free.This portion of the ad corresponds to which step in the hierarchy of effects model?

Accepted Answer

A)  Awareness
B)  Knowledge
C)  Conviction
D)  The actual purchaseE) None of the above
F) All of the above

Question 9

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

Accepted Answer

A)  Media service agency
B)  Consumer promotion agency
C)  Direct marketing agency
D)  Trade promotion agencyE) All of the above
F) B) and D)

Question 10

Crowdsourcing is the process of:

Accepted Answer

A)  outsourcing the creative aspect of an advertisement to the public.
B)  outsourcing the production aspect of an advertisement to the public.
C)  outsourcing both the creative and production aspect of an advertisement to the public.
D)  selecting creatives from the public domain rather than from an advertising agency.E) B) and C)
F) A) and D)

Question 11

The means-end chain approach suggests that an advertisement should contain a message or means that:

Accepted Answer

A)  leads the consumer to a desired end state.
B)  changes a consumer's attitude.
C)  modifies a consumer's beliefs.
D)  stimulates some type of behavior.E) None of the above
F) A) and C)

Question 12

Creatives are the people who actually develop and produce advertisements.

Accepted Answer

A) True 
 B)False

Question 13

A "left-brain" advertisement is:

Accepted Answer

A)  oriented towards the logical,rational side of the brain.
B)  oriented towards the emotional or feeling side of the brain.
C)  used primarily for consumer advertisements.
D)  used with pulsating distribution schedules.E) B) and D)
F) B) and C)

Question 14

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.E) All of the above
F) A) and B)

Question 15

When the majority of a company's advertising budget is spent on media buys,rather than producing the advertisement,the marketing team should be inclined to complete the work in-house.

Accepted Answer

A) True 
 B)False

Question 16

In a creative brief,the support takes the form of facts that substantiate the message theme.

Accepted Answer

A) True 
 B)False

Question 17

Visual elements of an advertisement are stored in:

Accepted Answer

A)  the left side of the brain.
B)  the right side of the brain.
C)  both sides of the brain.
D)  the left side of the brain if the visual is abstract and right side if the visual is concrete.E) A) and D)
F) None of the above

Question 18

Describe the message theme in a creative brief.

Accepted Answer

The message theme presents an outline of...

Question 19

In terms of the visual element of an advertisement,a concrete image has a:

Accepted Answer

A)  higher level of recall than an abstract image.
B)  lower level of recall than an abstract image.
C)  lesser impact on the affective component of attitude than an abstract image.
D)  lesser impact on the cognitive component of attitude than on the affective component.E) B) and D)
F) B) and C)

Question 20

Providing information in an advertisement is most useful in the business-to-business buying situation when members of the buying center are in the information search stage of the purchasing process.

Accepted Answer

A) True 
 B)False

Exam 5: Advertising Management

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

Correct AnswerverifiedShow Answer

Advertising campaign management is the process of preparing and integrating a company's advertising efforts with the overall IMC message.

Correct AnswerverifiedShow Answer

A "left-brain" advertisement is:

Correct AnswerverifiedShow Answer

Crowdsourcing is the process of:

Correct AnswerverifiedShow Answer

In terms of the visual element of an advertisement,a concrete image has a:

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Providing information in an advertisement is most useful in the business-to-business buying situation when members of the buying center are in the information search stage of the purchasing process.

Correct AnswerverifiedShow Answer

Describe the message theme in a creative brief.

Correct AnswerverifiedThe message theme presents an outline of...View AnswerShow Answer

In a creative brief,the support takes the form of facts that substantiate the message theme.

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the hierarchy of effects model,to obtain brand loyalty:

Correct AnswerverifiedShow Answer

If a company's media budget numbers are 85-10-5 and uses an external ad agency,this means the company:

Correct AnswerverifiedShow Answer

The means-end chain approach suggests that an advertisement should contain a message or means that:

Correct AnswerverifiedShow Answer

Each of the following statements about variability theory is true except:

Correct AnswerverifiedShow Answer

In an advertisement for Curves for Women,consumers are encouraged to "join now" by offering them the remainder of the summer free.This portion of the ad corresponds to which step in the hierarchy of effects model?

Correct AnswerverifiedShow Answer

When the majority of a company's advertising budget is spent on media buys,rather than producing the advertisement,the marketing team should be inclined to complete the work in-house.

Correct AnswerverifiedShow Answer

The key phrase in an advertisement that is memorable and identifies the uniqueness of the brand is:

Correct AnswerverifiedShow Answer

Creatives are the people who actually develop and produce advertisements.

Correct AnswerverifiedShow Answer

Visual elements of an advertisement are stored in:

Correct AnswerverifiedShow Answer

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The message theme presents an outline of...
View Answer

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