IMC Test 2 Chapter 5
177) In terms of advertising budget distribution, a flighting campaign is best suited to products with: A) one key peak season and an off season B) a series of small seasons and no off seasons C) a series of customers who buy at different times during the year D) a high service component
A) one key peak season and an off season
161) A brand that is both top-of-mind and top-choice reflects: A) a high degree of brand parity B) a high level of brand equity C) brand availability D) distinct private branding
B) a high level of brand equity
165) An advertisement for an Applebee's restaurant provides information about its location, operating hours and different types of food it offers. The advertising goal is to: A) build brand image B) inform C) persuade D) support other marketing efforts
B) inform
111) In terms of the 75/15/10 rule, the 10% represents the: A) money spent on media time or space B) money spent on ad production C) money spent for the creative work D) fee for the media buyer
B) money spent on ad production
159) When a customer prefers a specific brand, that brand is called: A) top-of-mind B) top-choice C) quality choice D) top-of-industry
B) top-choice
140) Which individual works closely with the account executive to schedule the various aspects of the agency's work to ensure the work is completed by the target deadline? A) account planner B) traffic manager C) media buyer D) media planner
B) traffic manager
113) In terms of money spent on developing an advertising campaign, a company should spend at least what percent of the money on buying media time or space? A) 25 B) 40 C) 50 D) 75
C) 50
184) The first step in preparing a creative brief is to identify the: A) target audience B) support C) objective D) message theme
C) objective
92) The element of an advertisement that taps into or activates a person's value system is a(n): A) message theme B) appeal C) executional framework D) leverage point
D) leverage point
179) Which company is most likely going to use a continuous campaign schedule of advertising? A) a lawn mower manufacturer B) a Christmas decoration supplier C) a furniture manufacturer D) a space heater manufacturer
A) a lawn mower manufacturer
138) The key go-between for the advertising agency and a client company is usually the: A) account executive B) creative C) account planner D) traffic manager
A) account executive
163) A Campbell's Soup print advertisement shows a young family enjoying a bowl of soup with the Campbell's name and logo prominently displayed in the ad. No other information or copy is in the ad. The advertising goal of this advertisement is most likely to: A) build brand image B) inform C) persuade D) support other marketing efforts
A) build brand image
169) An advertisement by 1st Source Mortgage provides information about a fall special in which a consumer can obtain a free mortgage analysis by calling or e-mailing 1st Source Mortgage. The advertising goal of this advertisement is to: A) encourage action B) inform C) persuade D) support other marketing efforts
A) encourage action
105) The advantages of an in-house advertising department include the following, except: A) greater expertise and talent on creating ads B) lower costs C) the message can be aligned with the brand and other company communications D) the CEO and upper management can work closely with the marketing team
A) greater expertise and talent on creating ads
121) If a company wanted to make sure an integrated approach is used in marketing communications, then the best approach would be to: A) hire a full-service agency B) use a boutique agency C) use a media service company to buy media time, but do the creative with freelancers D) utilize different companies for each aspect of the advertising campaign
A) hire a full-service agency
171) A pulsating schedule of advertising: A) involves continuous advertising with bursts of higher intensity B) involves advertising during certain times of the year with no advertising at other times C) is level throughout the year D) involves alternating levels of advertising from high to low amounts
A) involves continuous advertising with bursts of higher intensity
91) The key idea or ideas contained in an advertisement are referred to as a(n): A) message theme B) appeal C) executional framework D) leverage point
A) message theme
162) In business-to-business situations, being top-of-mind or top-choice is most important in: A) modified rebuy situations B) straight rebuy situations C) new task purchases D) contract review situations
A) modified rebuy situations
109) In terms of the 75/15/10 rule, the 75% represents the: A) money spent on media time or space B) money spent on ad production C) money spent for the creative work D) percentage of the work that must be completed before the client can be billed
A) money spent on media time or space
187) A "left-brain" advertisement is: 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
A) oriented towards the logical, rational side of the brain
166) When advertising is combined with other marketing efforts into an integrated effort around a theme, it is a: A) promotional campaign B) deception program C) persuasion campaign D) comparison campaign
A) promotional campaign
127) An agency representing convenience stores that has previously created ads for grocery stores would have: A) relevant experience B) a conflict of interest C) interpersonal chemistry D) company complexity
A) relevant experience
135) A creative pitch by an advertising agency seeking a new client should: A) reveal how the agency would deal with specific issues in preparing a campaign B) nearly always be presented by top ad executives C) be refused because the client company has not clarified its selection criteria D) be the first step in the selection process
A) reveal how the agency would deal with specific issues in preparing a campaign
99) The first step of an advertising management program is to: A) review the role of advertising in the IMC effort B) select an in-house or external advertising agency C) develop an advertising campaign management strategy D) prepare a creative brief
A) review the role of advertising in the IMC effort
122) The first step in selecting an advertising agency is to: A) set goals B) screen an initial list of applicants C) request client references D) select the process to be used and the criteria for selection
A) set goals
182) The following are components of a creative brief, except: A) stating which media will be used in the campaign B) the objective of the campaign C) the target market for the campaign D) outlining the message theme
A) stating which media will be used in the campaign
178) In terms of advertising allocation, a continuous campaign schedule is best for products that have: A) steady sales throughout the year B) peak seasons but do sell throughout the entire year C) peak seasons at certain times in the year and are not purchased at all during other times of the year D) a high level of fluctuating demand
A) steady sales throughout the year
103) In the business-to-business sector, advertising tends to: A) support other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows B) be the primary vehicle for communicating to customers C) be performed in-house to prevent competitors from learning about the company's products and communication approach D) identify key new target markets
A) support other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows
114) Crowdsourcing is: A) the process of outsourcing the creative aspect of an advertisement to the public B) the process of outsourcing the production aspect of an advertisement to the public C) the process of outsourcing both the creative and production aspect of an advertisement to the public D) the process of selecting creatives from the public domain rather than from an advertising agency
A) the process of outsourcing the creative aspect of an advertisement to the public
180) In media selection in the business-to-business sector, it is important to know: A) the trade journals and business publications members of the buying center read B) the television shows the members of the buying center watch C) where the buying center members go for product information D) which media the deciders use for product information
A) the trade journals and business publications members of the buying center read
158) A customer who reports that Lexus is the first car he thinks of in the "luxury automobile" category is describing a: A) top-of-mind brand B) top-choice brand C) quality choice brand D) top-of-industry brand
A) top-of-mind brand
119) If a company wanted to use a boutique agency for developing a special contest or sweepstakes event, who should be contacted? A) a media service agency B) a consumer promotion agency C) a direct marketing agency D) a trade promotion agency
B) a consumer promotion agency
176) In terms of the communications budget schedule, diet services, such as Jenny Craig and Weight Watchers, would ordinarily use: A) continuous advertising schedules B) a pulsating schedule C) a derivative advertising schedule D) a flighting schedule
B) a pulsating schedule
156) From the methods listed below, the best method for building brand awareness is: A) consumer promotions B) advertising C) trade promotions D) personal selling
B) advertising
98) The process of preparing and integrating a company's advertising efforts with the overall IMC message is the: A) message theme B) advertising management program C) executional framework D) communication analysis
B) advertising management program
94) The design of an advertisement that attracts attention or presents information is called the: A) message theme B) appeal C) executional framework D) leverage point
B) appeal
130) One simple method used to judge an advertising agency's creative reputation is to: A) contact the company's competition B) ask for a list of awards the company has won C) conduct a shootout D) review the most recent media buys the agency has made
B) ask for a list of awards the company has won
186) In the creative brief, the message theme is the: A) rationale behind a unique selling point B) benefit or promise the advertiser wants to convey C) written or verbal component of the ad D) information provided in the ad to support the key idea
B) benefit or promise the advertiser wants to convey
107) Advertising agencies offer the following advantages, except: A) potentially lower costs due to efficiency B) better understanding of the product and how it is used by consumers C) greater expertise and access to top creative talent D) perspective of an outsider
B) better understanding of the product and how it is used by consumers
133) Asking two or more advertising companies to make a creative pitch is sometimes called: A) studying past media purchases B) conducting a shootout C) studying the firm's client retention rate D) switching the contract
B) conducting a shootout
141) The person who develops and produces the actual advertisement is the: A) account executive B) creative C) account planner D) media planner
B) creative
155) The following are examples of advertising goals, except: A) building brand image B) defending against lawsuits C) to inform D) to persuade
B) defending against lawsuits
126) The following are evaluation criteria that should be considered in selecting an advertising agency, except: A) creative reputation and capabilities B) industry regulations C) production capabilities D) media purchasing capabilities
B) industry regulations
172) A flighting schedule of advertising: A) involves continuous advertising with bursts of higher intensity B) involves advertising during certain times of the year with no advertising at other times C) is level throughout the year D) involves alternating levels of advertising from high to low amounts
B) involves advertising during certain times of the year with no advertising at other times
93) The leverage point is the: A) key idea or ideas that an advertisement is to convey B) key element in an advertisement that taps into or activates a consumer's personal value system C) design of the advertisement that attracts attention or presents information D) theme that explains how the message will be delivered
B) key element in an advertisement that taps into or activates a consumer's personal value system
188) A "right-brain" advertisement is: 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 business-to-business advertisements D) used with pulsating distribution schedules
B) oriented towards the emotional or feeling side of the brain
174) In terms of advertising allocation, a pulsating schedule is best for products that have: A) steady sales throughout the year B) peak seasons but do sell throughout the entire year C) peak seasons at certain times in the year and are not purchased at all during other times of the year D) a high level of fluctuating demand
B) peak seasons but do sell throughout the entire year
145) The two primary approaches used in advertising research include: A) consumer-oriented and market-based research B) product-specific and consumer-oriented research C) competitive and industry research D) consumer and business research
B) product-specific and consumer-oriented research
151) Predicting consumer behavior by concentrating on the motives of purchasing involves using a(n): A) product-specific research approach B) psychological approach C) sociological approach D) anthropological approach
B) psychological approach
153) An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of advertising research approach? A) product-specific research approach B) psychological approach C) sociological approach D) anthropological approach
B) psychological approach
124) 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: 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
B) set goals before starting their search for an agency
136) In choosing an advertising agency, Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand. What do people in the advertising industry call this process? A) unique selling proposition presentation B) shootout C) creative exposure D) creative presentation
B) shootout
129) A conflict of interest would be present if: A) the client company's leaders cannot decide which ad agency to select B) the ad agency already represents a similar product C) the client company employs several former members of the ad agency D) the ad agency employs several former members of the client company
B) the ad agency already represents a similar product
128) Which situation below would be considered as a conflict of interest in the selection of an advertising agency? A) the advertising agency is owned by a larger company B) the advertising agency already represents a similar product or company C) the advertising agency outsources creative work D) the creative works for more than one client
B) the advertising agency already represents a similar product or company
157) A top-of-mind brand is: A) the company's chief competitor, as identified by a competitive analysis B) the brand that comes to mind in a product category when asked to name the first brands a person can think of C) the most expensive good or service in a product category D) a purchasing alternative when the primary product is not available
B) the brand that comes to mind in a product category when asked to name the first brands a person can think of
106) The following are advantages of using an in-house advertising department, except: A) a better understanding of the product and mission of the company B) produce ads faster C) a better understanding of consumers and consumer trends D) greater consistency in ads because of lower turnover among the creative team
C) a better understanding of consumers and consumer trends
143) Within the advertising agency, the voice of the consumer is represented by the: A) account executive B) creative C) account planner D) media planner
C) account planner
154) Advertising goals are derived from: A) communications market analysis B) the message theme C) communication objectives D) the mission statement of the company
C) communication objectives
146) The "Got milk?" campaign emerged after consumers were deprived of milk for a week. What form of advertising research was used to discover the impact of doing without milk? A) product specific B) market specific C) consumer specific D) quantitative
C) consumer specific
183) A creative brief may include all of the following, except: A) an objective of building brand image B) specifying the target audience C) describing the public relations program D) a clear message theme
C) describing the public relations program
96) An advertising appeal is the: A) key idea or ideas that an advertisement is to convey B) key element in an advertisement that taps into or activates a consumer's personal value system C) design of the advertisement that attracts attention or presents information D) theme that explains how the message will be delivered
C) design of the advertisement that attracts attention or presents information
100) After deciding to use either an in-house or external advertising agency, the next step of an advertising management program is to: A) review the company's activities in light of advertising management B) select the actual advertising agency C) develop an advertising campaign management strategy D) prepare a creative brief
C) develop an advertising campaign management strategy
149) Using anthropological methods for advertising research typically includes: A) a statistical analysis B) a sociological study C) direct observation D) secondary research
C) direct observation
95) The device used to deliver a message in an advertisement is the: A) message theme B) appeal C) executional framework D) leverage point
C) executional framework
125) The following are important evaluation criteria that should be considered in selecting an advertising agency, except: A) size of the agency B) relevant experience of the agency C) governmental regulations D) conflicts of interest
C) government regulations
173) A continuous campaign schedule of advertising: A) involves continuous advertising with bursts of higher intensity B) involves advertising during certain times of the year with no advertising at other times C) is level throughout the year D) involves alternating levels of advertising from high to low amounts
C) is level throughout the year
115) Using crowdsourcing to develop advertisements includes the following advantages, except: A) creating buzz surrounding a contest or the consumer-generated ad B) getting consumers involved C) lower costs D) getting ideas from individuals who purchase and use the product
C) lower costs
110) In terms of the 75/15/10 rule, the 15% represents the: A) money spent on media time or space B) money spent on ad production C) money spent for the creative work D) fee for the media planner
C) money spent for the creative work
117) A media service company: A) negotiates contract rates between the agency and the client B) negotiates pay rates for creatives and advertising performers C) negotiates and purchases media packages D) handles direct marketing efforts
C) negotiates and purchases media packages
185) For a creative brief, the target audience information should contain: A) only basic demographic information, such as gender and age B) information about the users of a particular product C) not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience D) past purchase behavior of every company or consumer that has purchased the product in addition to the demographic information
C) not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience
175) In terms of advertising allocation, a flighting schedule is best for products that have: A) steady sales throughout the year B) peak seasons but do sell throughout the entire year C) peak seasons at certain times in the year and are not purchased at all during other times of the year D) a high level of fluctuating demand
C) peak seasons at certain times in the year and are not purchased at all during other times of the year
139) The account executive normally performs all of the following functions, except: A) actively seeks new accounts B) serves as a liaison between the client and the agency C) prepares ad copy D) helps define the theme of the overall IMC campaign
C) prepares ad copy
120) If a company received negative press, the marketing department may hire a: A) boutique specialty agency B) media service company C) public relations firm D) direct-marketing agency
C) public relations firm
152) Advertising researchers want to understand the latest trends in fashion. The best consumer-oriented research method to use would be a(n): A) product-specific research approach B) psychological approach C) sociological approach D) anthropological approach
C) sociological approach
131) From the list below, the task that is most likely to be a part of the reference request step in selecting an ad agency is: A) studying past media purchases B) conducting a shootout C) studying the firm's client retention rate
C) studying the firm's client retention rate
89) One reason The Richards Group has been successful at creating award-winning campaigns is: A) the creation of teams of creatives working on the same project B) the agency hires experienced creatives C) the agency co-mingles employees to create interdisciplinary villages D) the use of professional production companies to shoot ads
C) the agency co-mingles employees to create interdisciplinary villages
90) A message theme is: A) a form of leverage point B) the media choices a company makes C) the key idea(s) an advertisement conveys D) the type of appeal that is used in an advertisement
C) the key idea(s) an advertisement conveys
132) In selecting an advertising agency, the request for a creative pitch should occur after: A) goals have been set B) the initial list of applicants have been screened C) the list has been reduced to only two or three viable candidates D) the selection process to be used and the criteria for selection have been decided
C) the list has been reduced to only two or three viable candidates
160) A customer who buys Coke and Dr. Pepper all the time, and no other brands, holds these two products as: A) quality brands B) price brands C) top-choice brands D) continuous choices
C) top-choice brands
142) Who is in charge of maintaining project history, creating schedules, managing resources, setting up team meetings, prioritizing projects, training new employees about agency processes, setting up new clients, routing proofs, proofreading material, and whatever else needs to be done to ensure deadlines are met? A) account executive B) creative C) traffic manager D) account planner
C) traffic manager
118) Media buys are normally made by: A) the creative B) the account executive C) the traffic manager D) a media service company
D) a media service company
108) With regard to the account size in determining whether to use an external agency or perform the work in-house, the following statements are true, except: A) a small account is not usually attractive to a large agency B) if 75% of the money cannot be used to buy media time and space, it is better to perform the work in-house C) if the agency charges more than 25% of the money to design and create the ads, then the account is too small to use an external agency D) a small agency is not a viable choice, even for a small account, because the agency will lack the necessary resources to do the work
D) a small agency is not a viable choice, even for a small account, because this agency will lack the necessary resources to do the work
150) If Ralph Lauren's marketing team is trying to determine if the brand will appeal to a cohort group that is rich, elite, and distinct, which method would reveal such a trend? A) product-specific research B) anthropological research C) psychological research D) a sociological approach assessing social class
D) a sociological approach assessing social class
137) Personal chemistry is a selection factor that should: A) be examined early in the selection process B) never affect the choice, which should only be made rationally C) determine if an in-house agency should be chosen D) be considered in the final stages of selection
D) be considered in the final stages of selection
104) In the consumer sector, advertising tends to: A) support other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows B) be the primary vehicle for communicating to customers C) be done in-house to prevent competitors from learning about the company's products and communication approach D) be used to support consumer promotions and personal selling efforts
D) be used to support consumer promotions and personal selling efforts
102) A major principle guiding any advertising program should be: A) personality B) complexity C) conversation D) consistency
D) consistency
134) In terms of an advertising agency selection process, a shootout includes viewing: A) goal setting processes B) selection criteria C) references D) creative pitches
D) creative pitches
168) When a television advertisement makes a special offer on a piece of luggage, encouraging viewers to call a toll-free number to take advantage of the special, the ad is designed to meet the goal of: A) building brand image B) informing C) persuading D) encouraging action
D) encouraging action
164) Providing a retail store's location and operating hours to the public in an advertisement is an example of ad designed to meet the advertising goal to: A) build brand image B) persuade C) encourage action D) inform
D) inform
181) A recent trend in media selection is to: A) put media planners on the creative team B) use account planners to work with advertising agencies in designing advertising campaigns C) involve media companies in the latter stages of advertising campaign design D) involve media companies in the early stages of the advertising design process
D) involve media companies in the early stages
112) If a company's media budget numbers are 85-10-5 and uses an external ad agency, this means the company: 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
D) is spending too much money on media buys
116) A boutique-type advertising agency: A) offers a wide array of services B) is designed to handle smaller accounts C) serves in-house clients D) offers one or a few specialized service or works with one type of client
D) offers one or a few specialized service or works with one type of client
101) After all other activities have been completed, including selecting the agency, the final step of an advertising management program is to: A) review the company's activities in light of advertising management B) select an in-house or external advertising agency C) develop an advertising campaign management strategy D) prepare a creative brief
D) prepare a creative brief
147) Discovering the major selling idea for a good or service is part of which component of advertising research? A) consumer-oriented research B) general pre-planning input C) product-specific research D) quantitative research
D) quantitative research
123) In selecting an advertising agency, after corporate goals are set, the next step in the process is to: A) request a creative pitch B) screen an initial list of applicants C) request client references D) select the process to be used and the criteria for selection
D) select the process to be used and the criteria for selection
170) In terms of the method of distribution of the advertising budget, the following are methods commonly used, except: A) pulsating B) flighting C) continuous campaign D) sporadic
D) sporadic
148) When conducting qualitative research during advertising research, each of the following perspectives are typically used, except: A) anthropology B) sociology C) psychology D) statistics
D) statistics
167) A Campbell's Soup advertisement is designed to support the launch of a new type of soup and to tell consumers about a special sweepstakes that is tied into the launch. The advertising goal of this advertisement is to: A) encourage action B) inform C) persuade D) support other marketing efforts
D) support other marketing efforts
144) A stewardship report describes: A) how an advertising agency is selected B) how the client has developed its advertising budget C) the nature of a company's public relations program D) the status of an advertising campaign for the client
D) the status of an advertising campaign for the client
97) The executional framework is the: A) key idea or ideas that an advertisement is to convey B) key element in an advertisement that taps into or activates a consumer's personal value system C) design of the advertisement that attracts attention or presents information D) theme that explains how the message will be delivered in an advertisement
D) theme that explains how the message will be delivered
