Deck 5: Advertising Management

Question 1

Advertising is a major component of integrated marketing communications.

Answer 1

True

Question 2

To establish a long-term presence in the fitness marketplace,it was necessary for Alden Mills to develop an advertising program that promoted the Perfect Pushup.

Answer 2

True

Question 3

An appeal is the key element in the advertisement that taps into,or activates,a consumer's personal value system.

Answer 3

False

Question 4

An external advertising agency is more likely to understand a complex product than an in-house advertising department.

Question 5

The message theme is an outline of the key idea(s)that an advertising program is supposed to convey.

Question 6

Consistency is ordinarily not a major concern in advertising management.

Question 7

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

Question 8

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

Question 9

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

Question 10

A primary reason for the success of the Perfect Pushup developed by Alden Mills was the buzz marketing that resulted from its initial introduction.

Question 11

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

Question 12

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.

Question 13

One of the disadvantages of an external advertising agency is that the client company can go "stale" in terms of generating new ideas.

Question 14

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

Question 15

Advertising is separate from the traditional promotions mix since it focuses on the end user.

Question 16

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.

Question 17

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.

Question 18

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

Question 19

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

Question 20

An external advertising agency is likely to be more objective than an in-house advertising department.

Question 21

In selecting an advertising agency,it is important to assess the agency's production capabilities and media purchasing capabilities,even if these services will not be a part of the contract with the agency.

Question 22

Matching the size of an advertising agency to the size of the client company is typically not a key issue in agency selection.

Question 23

Discovering an advertising agency's client retention rate helps reveal how effective the agency has been in working with various clients.

Question 24

Reference requests are not usually made during the selection of an advertising agency,especially for finalist companies.

Question 25

If an agency has relevant experience in a particular product category,then it will create a conflict of interest.

Question 26

One method to measure the creative reputation and capability of an advertising agency is to look at a list of awards the company has received for past campaigns.

Question 27

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

Question 28

In terms of the 75/15/10 rule,the 10 represents the amount of money that is spent on creating or designing the ads.

Question 29

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

Question 30

The first step in selecting an advertising agency is to set and prioritize goals.

Question 31

An external advertising agency is likely to be more creative in designing ads than an in-house department.

Question 32

The "whole egg theory" was introduced by professors at Texas A & M University.

Question 33

The concept of the whole egg theory is to move from selling a client's products to helping a client attain total success in the marketplace.

Question 34

A media service company negotiates and purchases media packages,which are also known as media buys.

Question 35

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.

Question 36

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

Question 37

The request for a creative pitch would occur after the list of candidate agencies is reduced to only two or three agencies.

Question 38

Winning a variety of advertising awards for creativity assures a company that the agency can be objective in developing a campaign.

Question 39

A boutique agency is one that provides a full range of advertising services.

Question 40

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

Question 41

Normally every company that asks to be considered for an advertising campaign will prepare a creative pitch as part of the application.

Question 42

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

Question 43

An advertising account executive is the key go-between for the advertising agency and the client company.

Question 44

It is important to spell out the major selling idea that will be used in the ad campaign during the advertising planning and research stage.

Question 45

Qualitative advertising research includes using methods from disciplines such as anthropology and sociology.

Question 46

"Reading up" on a company is part of the first ingredient in advertising planning and research,which is gathering general pre-planning input.

Question 47

If a company's marketing manager says,"I have a good feeling about working with this advertising agency," chemistry is probably present.

Question 48

Qualitative research using methods from sociology often includes the study of mental value systems and personal drives.

Question 49

Creatives are the people who actually develop and produce advertisements.

Question 50

During the advertising planning and research stage,qualitative research can be used to assist the vendor company and its advertising agency to better understand consumers and why the product is purchased.

Question 51

Qualitative advertising research is typically based on statistics.

Question 52

During the product-specific research phase of advertising planning and research,an agency asks consumers if there are any problems or difficulties with the product.

Question 53

Chemistry is the feeling that an advertising agency and a client company will work well together.

Question 54

The first ingredient in advertising planning and research is gathering general pre-planning input.

Question 55

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

Question 56

When two or more companies compete for a contract with creative pitches,the process is sometimes called a shootout.

Question 57

Qualitative research using methods from anthropology often includes direct observation of consumer behaviors or activities.

Question 58

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

Question 59

The first step in managing an advertising campaign is preparing a creative brief.

Question 60

It is important to visit an agency's office if at all possible in order to meet the actual people who will be working on the account.

Question 61

Building a strong global brand and corporate image is one of the most important advertising goals.

Question 62

The final step in managing an advertising campaign is to select the media that will be used.

Question 63

Successful brands have two characteristics: top-of-mind and top-choice.

Question 64

Persuasive advertising is used more in the business-to-business sector than in consumer marketing.

Question 65

When Chad is asked which brand of razor he is most inclined to buy,his response will be his top-choice brand.

Question 66

Persuasive advertising is used more frequently in the broadcast media,such as television and radio,than in print advertising.

Question 67

Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.

Question 68

Part of building brand image and brand equity is developing brand awareness.

Question 69

By reviewing the communication market analysis,the advertising agency can understand where best to focus the advertising and promotional efforts.

Question 70

The second step in advertising planning is to establish the advertising goals,which are derived from the communication objectives.

Question 71

When advertising is combined with other marketing efforts into a larger,more integrated effort revolving around a theme; it is known as a promotional campaign.

Question 72

A communication market analysis is the stage in which communication objectives are established.

Question 73

Persuasion is one of the most common advertising goals.

Question 74

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.

Question 75

A top-of-mind brand is the brand that creates the impression that it is the easiest to buy.

Question 76

A flighting approach to advertising distribution is a year-round level budget method.

Question 77

A pulsating schedule of advertising distribution involves continuous advertising with bursts of higher intensity during specific periods of the year.

Question 78

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

Question 79

Providing information in an advertisement is most useful in the business-to-business sector for low-involvement purchase decisions.

Question 80

In reviewing a communication market analysis,it is important to examine the media usage habits of the people in the target market as well as the media being utilized by the competition.