Question 1

In general, the effectiveness of sales promotions and direct marketing are easier to determine because they provide measurable consumer responses, while the effectiveness of advertising and public relations are more difficult to access.

Accepted Answer

Sales promotions and direct marketing often involve clear calls-to-action and measurable outcomes, such as coupon redemptions or email click-through rates. Advertising and public relations campaigns may have less tangible goals, such as brand awareness or reputation management, which are harder to quantify.

Question 2

Cross-promotion involves training employees across various functional areas to provide promotional ideas.

Accepted Answer

Cross-promotion is a marketing technique where two or more companies promote each other's products or services, not about training employees across different functional areas.

Question 3

Post-testing is more desirable than pretesting because it can avoid the cost of placing ineffective ads.

Accepted Answer

Pre-testing is more desirable for avoiding the cost of placing ineffective ads because it allows for the evaluation and improvement of ads before they are launched and incur significant expenses.

Question 4

The advertising director's ability and willingness to communicate both vertically and horizontally are essential elements in the success of a firm's promotional strategy.

Accepted Answer

The advertising director needs to communicate vertically with senior management and horizontally with other departments involved in the promotional strategy in order to ensure a cohesive and effective campaign. Therefore, their ability and willingness to communicate both ways are crucial for success.

Question 5

Post-testing can be helpful in adjusting current advertising programs.

Accepted Answer

Post-testing is conducted after the advertising campaign is already in place, and is designed to evaluate its effectiveness. Based on the results of the testing, adjustments can be made to improve the current advertising program.

Question 6

Over the years, experience has developed a standardized media schedule for each product category that is followed by most firms, especially the market leaders.

Accepted Answer

Experience has shown that while there are some common strategies within product categories, media schedules are often customized based on the specific goals, target audience, budget, and competitive landscape of each firm. There is no one-size-fits-all media schedule for any product category.

Question 7

The typical advertising agency is divided into departments for creative services, account services, marketing services, finance and management.

Accepted Answer

This is true, as creative, account, and marketing services are three of the main departments within an advertising agency. Finance and management are also important departments to handle the financial and organizational aspects of the agency.

Question 8

When a fast-food restaurant chain joins with a movie studio to promote a new film, it is an example of cross-promotion.

Accepted Answer

Cross-promotion is when two or more businesses join together to promote each other's products or services. In this example, the fast-food restaurant chain and the movie studio are promoting each other by promoting the film and the restaurant chain's food at the same time.

Question 9

As long as companies vary the media used for promotional messages, measuring the effectiveness of promotion is usually NOT worth the expense.

Accepted Answer

Measuring the effectiveness of promotion is important to assess the return on investment (ROI) and determine the success of the promotional campaigns. While it may involve some expenses, it helps companies to identify the most effective promotional channels and tactics, and make informed decisions about future investments. Therefore, measuring the effectiveness of promotion is usually worth the expense.

Question 10

Assessing promotional effectiveness starts with an evaluation of the different promotional options in an attempt to prevent mistakes before large monetary outlays are made.

Accepted Answer

This statement is true. It is important to evaluate the different promotional options before investing large sums of money to prevent ineffective or costly mistakes.

Question 11

The major tasks typically assigned to the marketing services department of an advertising agency can include advertising research, concept design, media analysis, and even the development of trade and sales promotions.

Accepted Answer

This statement is true. The marketing services department of an advertising agency is usually responsible for tasks such as advertising research, concept design, media analysis, and the development of trade and sales promotions.

Question 12

Multiplying an advertisement's reach by its frequency yields a figure describing the total weight of a media effort called the campaign's "gross rating point."

Accepted Answer

This statement is true. Gross rating points (GRPs) are used in advertising to measure the impact or weight of a media campaign by multiplying the reach (the percentage of the target audience exposed to the ad) by the frequency (the number of times the audience is exposed to the ad).

Question 13

Unaided recall tests are used to see which advertisements audience members or readers can remember when shown portions of the advertisements later.

Accepted Answer

Unaided recall tests measure what advertisements audience members or readers can remember without being shown any portions of the advertisements, relying solely on their memory.

Question 14

Pretesting evaluates the likely effectiveness of an advertisement before it appears in the selected medium.

Accepted Answer

Pretesting is done to evaluate the effectiveness of an advertisement before it is released or published in the selected medium. It can help identify potential issues and make improvements to increase the advertisement's impact on the intended audience.

Question 15

An advertising agency is a firm whose specialists provide expertise to marketers in planning and preparing advertisements.

Accepted Answer

An advertising agency is specifically designed to provide guidance and aid to marketers seeking to advertise their products/services.

Question 16

The unit of measurement that companies use to determine the cost of advertising is called the cost per thousand (CPM).

Accepted Answer

The answer of The unit of measurement that companies use...

Question 17

Unlike advertising agencies, marketing specialists internal to a firm are more likely to provide creativity and objectivity in creating advertising messages.

Accepted Answer

The statement is false. Marketing specialists internal to a firm may have more knowledge about the brand and its target audience, but they may also be limited by the firm's culture and biases. Advertising agencies, on the other hand, are hired specifically for their creativity and often have a fresh perspective and experience working with diverse brands and industries.

Question 18

Split runs allow advertisers to test two or more ads at the same time by placing different versions in newspapers and magazines.

Accepted Answer

Split runs involve testing multiple ads at the same time by placing different versions in various advertising channels, such as newspapers or magazines. This allows advertisers to compare the effectiveness of different versions and adjust their advertising strategy accordingly.

Question 19

Message research assesses how well a particular medium delivers messages.

Accepted Answer

Message research assesses the content, effectiveness, and impact of messages themselves, not how well a medium delivers them.

Question 20

The advertising function within a firm is usually organized as a line department reporting directly to the president or CEO of the firm.

Accepted Answer

In most firms, the advertising function is organized as a staff department, often under the marketing department, rather than a line department reporting directly to the CEO.

Quiz 14: Advertising and Digital Communications