Quiz 5: T or F

A " right-brain" advertisement is logical, factual, and rational.

False

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

False

Liking a brand follows awareness, knowledge, and preference in the hierarchy of effects model.

False

Successful brands exhibit two characteristics: top-choice and top-preference.

False

The request for a creative pitch would occur when the list of candidate advertising agencies is reduced to the one that has been selected.

False

Visual images tend to be more difficult to remember than verbal copy.

False

Conviction follows liking and preference in the hierarchy of effects model.

True

Maintaining consistent product positioning throughout a brand's life makes it more likely that a consumer will place the brand in his or her cognitive map.

True

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

True

One of the advantages of an external advertising agency over an in-house marketing group is that the external agency offers greater expertise and has access to top creative talent.

True