Question 1

An advertising plan is designed to create sales strategies for the client in a process that is totally separate from the overall marketing plan.

Accepted Answer

False

Question 2

Objectives for advertising are measurable only through quantifiable variables.

Accepted Answer

Objectives for advertising can be measured through quantifiable variables such as sales figures, website traffic, click-through rates, and customer engagement metrics. However, some objectives such as brand awareness and brand loyalty may be more difficult to quantify but can still be measured through surveys and other indirect methods.

Question 3

Well-stated objectives work best when they set a benchmark, specify a measurement method, and define a time frame.

Accepted Answer

Well-stated objectives need to be specific and measurable, with a clear deadline or timeframe. This allows for benchmarking and accountability.

Question 4

Advertisers should set only one objective in an advertising plan.

Accepted Answer

Advertisers should set multiple objectives in an advertising plan to ensure that the plan is comprehensive and covers different aspects of the advertising campaign. These objectives should also be prioritized to determine which ones are most important to focus on.

Question 5

Few companies use purchase intent as the criterion in setting ad objectives because it tends to be much less accurate in predicting sales than other factors, such as attitude.

Accepted Answer

This statement is incorrect. Many companies use purchase intent as a criterion in setting ad objectives because it can be a strong predictor of future sales. Attitude is also an important factor, but purchase intent is not disregarded.

Question 6

When an ad agency is asked to recommend a budget to the client, it is usually the account executive who handles this.

Accepted Answer

The account executive is responsible for handling client communication and may be asked to recommend a budget based on the client's needs and goals. However, the ultimate decision on the budget is usually made by a team including the agency's finance or media department.

Question 7

The competition's strengths, weaknesses, tendencies, and any threats they pose are included in the competitor analysis.

Accepted Answer

Yes, the competitor analysis includes analyzing the strengths, weaknesses, tendencies, and threats posed by the competition.

Question 8

Some argue that sales should not be set as an objective for advertising, since advertising is only one variable in an entire marketing mix and cannot be solely responsible for selling the product.

Accepted Answer

Advertising is only one component of the marketing mix and sales are influenced by various factors such as price, product quality, distribution channels, and competition. Therefore, it is not fair to solely hold advertising responsible for driving sales. Advertising should instead be seen as a tool to create awareness, build brand image and stimulate demand, which in turn can drive sales.

Question 9

Share of voice has its problems, but is most often used when launching new products.

Accepted Answer

Share of voice is typically used when launching new products to track the brand's visibility and messaging compared to competitors in the market. However, it is important to note that share of voice also has limitations and may not provide a complete picture of a brand's overall marketing effectiveness.

Question 10

Years spent in marketing or advertising often turn an individual's cultural values into a type of inner comfort zone that zeros in on cultural nuances, thinks globally, and fights ethnocentrism.

Accepted Answer

The answer of Years spent in marketing or advertising often...

Question 11

The initial section of the ad plan should be a budgeting section that directly states what it will cost to implement this plan.

Accepted Answer

The answer of The initial section of the ad plan...

Question 12

Viewing advertising strictly from a communications perspective has its disadvantages.For example, it restricts marketers to a narrower range of advertising strategies.

Accepted Answer

The answer of Viewing advertising strictly from a communications perspective...

Question 13

A historical background is a key element in an advertising plan, one that should include the history of all main players, the industry, the brand, and the corporate culture.

Accepted Answer

A historical background provides context and perspective for an advertising plan, allowing for a more informed and strategic approach. Understanding the history of the industry, brand, and corporate culture can also help identify unique selling propositions and target audiences.

Question 14

Share of voice, or share of market, is a method that bases an ad budget on whatever significant competitors are spending.

Accepted Answer

Share of voice conceptually means the percentage of advertising spending a brand has in comparison to competitors in a particular market. It is used to determine whether a brand is spending too much, too little, or about the right amount on advertising based on its market share and the share of its competitors.

Question 15

The method of budget setting that focuses on the relationship between spending and advertising objectives is the margin-analysis approach.

Accepted Answer

The answer of The method of budget setting that focuses...

Question 16

Setting an advertising budget based on the percentage-of-sales approach sounds simple, but it is full of problems.

Accepted Answer

The percentage-of-sales approach assumes that there is a direct relationship between sales and advertising spending, which is not always the case. It also does not take into account external factors that may impact sales, such as competition or economic conditions, and may result in underinvestment or overinvestment in advertising.

Question 17

It is tempting for both clients and agencies to rely on their own cultural attitudes and values as a subconscious guide in considering what other people want and need.Another name for this subconscious guide is bias.

Accepted Answer

Bias refers to the tendency to favor one's own attitudes, beliefs, and values when making judgments about other people or cultures. It is common for individuals to operate under these subconscious biases, which can lead to misunderstandings and miscommunications in business and personal relationships. It is important for both clients and agencies to be aware of their biases and work to overcome them in order to foster better cross-cultural understanding and communication.

Question 18

Both clients and agencies can get mired in analyses, objectives, logistics, and other details.But in the background there is often a voice reminding them that there is only one rule-advertising must sell.

Accepted Answer

It is true that the primary objective of advertising is to sell a product or service. While details and analyses are important, they should ultimately support the goal of driving sales.

Question 19

The situation analysis of an advertising plan includes historical context as well as evaluation of the industry, the market, and the competition.

Accepted Answer

Situation analysis is a critical component of an advertising plan that involves analyzing historical context, the industry, the market, and the competition in order to develop an effective advertising strategy.

Question 20

An advertising plan should be a direct extension of a firm's marketing plan.

Accepted Answer

An advertising plan is one component of a firm's marketing plan that focuses on promoting products/services through various forms of media. Therefore, it should align with the overall objectives and strategies outlined in the marketing plan.

Quiz 8: Planning Advertising and Integrated Brand Promotion