Chapter 5 Advertising Management

1) A primary reason for the success of the Perfect Pushup developed by Alden Mills was the
buzz marketing that resulted from its initial introduction.
Answer: TRUE
Diff: 1 Page Ref: 118

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: TRUE
Diff: 3 Page Ref: 119

3) The message theme is an outline of the key idea(s) that an advertising program is supposed to
convey.
Answer: TRUE
Diff: 2 Page Ref: 120
Objective: 5-1

4) The leverage point is how the design of the ad will attract attention or present information to
the consumer or business viewing the ad.
Answer: FALSE
Diff: 2 Page Ref: 120
Objective: 5-1

5) An appeal is the key element in the advertisement that taps into, or activates, a consumer's
personal value system.
Answer: FALSE
Diff: 2 Page Ref: 120
Objective: 5-1

6) The executional framework explains how the message in an advertisement will be delivered.
Answer: TRUE
Diff: 1 Page Ref: 120
Objective: 5-1

7) Advertising management is the process of preparing and integrating a company's advertising

efforts with the overall IMC message.
Answer: TRUE
Diff: 1 Page Ref: 121
Objective: 5-1

8) Advertising is separate from the traditional promotions mix since it focuses on the end user.
Answer: FALSE
Diff: 2 Page Ref: 121
Objective: 5-1

1
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
9) Consistency is ordinarily not a major concern in advertising management.
Answer: FALSE
Diff: 1 Page Ref: 121
Objective: 5-1

10) Advertising is a major component of integrated marketing communications.

Answer: TRUE
Diff: 1 Page Ref: 121
Objective: 5-1

11) 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.
Answer: FALSE
Diff: 2 Page Ref: 122
Objective: 5-1

12) 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.
Answer: TRUE
Diff: 2 Page Ref: 122
Objective: 5-1

13) One important decision in advertising management is to choose between an in-house

advertising group and an external advertising agency.
Answer: TRUE
Diff: 1 Page Ref: 122
Objective: 5-3

14) 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.
Answer: TRUE
Diff: 2 Page Ref: 122
Objective: 5-3

15) One of the disadvantages of an external advertising agency is that the client company can go
"stale" in terms of generating new ideas.
Answer: FALSE
Diff: 1 Page Ref: 123
Objective: 5-3

2
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
16) An external advertising agency is likely to be more objective than an in-house advertising
department.
Answer: TRUE
Diff: 1 Page Ref: 123
Objective: 5-3

17) An external advertising agency is more likely to understand a complex product than an in-
house advertising department.
Answer: FALSE
Diff: 1 Page Ref: 123
Objective: 5-3

18) 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.
Answer: FALSE
Diff: 2 Page Ref: 123
Objective: 5-3

19) In terms of the 75/15/10 rule, 75 percent of the money spent on advertising should be spent
for media buys.
Answer: TRUE
Diff: 2 Page Ref: 123
Objective: 5-3

20) In terms of the 75/15/10 rule, the 15 represents the amount of money that is spent on
producing the advertisements.
Answer: FALSE
Diff: 3 Page Ref: 123
Objective: 5-3

21) In terms of the 75/15/10 rule, the 10 represents the amount of money that is spent on creating
or designing the ads.
Answer: FALSE
Diff: 3 Page Ref: 123
Objective: 5-3

22) To be effective in terms of using an external agency, at least 75 percent of the advertising
budget should be spent on media buys.
Answer: TRUE
Diff: 2 Page Ref: 123
Objective: 5-3

23) An external advertising agency is likely to be more creative in designing ads than an in-
house department.
Answer: TRUE
Diff: 1 Page Ref: 123
Objective: 5-3

3
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
24) A media service company negotiates and purchases media packages, which are also known
as media buys.
Answer: TRUE
Diff: 1 Page Ref: 124
Objective: 5-3

25) A boutique agency is one that provides a full range of advertising services.
Answer: FALSE
Diff: 2 Page Ref: 124
Objective: 5-3

26) The "whole egg theory" was introduced by professors at Texas A & M University.
Answer: FALSE
Diff: 3 Page Ref: 124
Objective: 5-3

27) 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.
Answer: TRUE
Diff: 2 Page Ref: 124
Objective: 5-3

28) The first step in selecting an advertising agency is to set and prioritize goals.
Answer: TRUE
Diff: 1 Page Ref: 125
Objective: 5-3

29) 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.
Answer: TRUE
Diff: 2 Page Ref: 125
Objective: 5-3

30) Matching the size of an advertising agency to the size of the client company is typically not a
key issue in agency selection.
Answer: FALSE
Diff: 1 Page Ref: 125
Objective: 5-3

31) If an agency has relevant experience in a particular product category, then it will create a
conflict of interest.
Answer: FALSE
Diff: 1 Page Ref: 126
Objective: 5-3

4
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
32) 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.
Answer: FALSE
Diff: 3 Page Ref: 126
Objective: 5-3

33) 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.
Answer: TRUE
Diff: 2 Page Ref: 126
Objective: 5-3

34) Winning a variety of advertising awards for creativity assures a company that the agency can
be objective in developing a campaign.
Answer: FALSE
Diff: 3 Page Ref: 126
Objective: 5-3

35) 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.
Answer: FALSE
Diff: 2 Page Ref: 126
Objective: 5-3

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.
Answer: FALSE
Diff: 3 Page Ref: 127
Objective: 5-3

37) Reference requests are not usually made during the selection of an advertising agency,
especially for finalist companies.
Answer: FALSE
Diff: 1 Page Ref: 127
Objective: 5-3

38) The request for a creative pitch would occur after the list of candidate agencies is reduced to
only two or three agencies.
Answer: TRUE
Diff: 2 Page Ref: 127
Objective: 5-3

5
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
39) Discovering an advertising agency's client retention rate helps reveal how effective the
agency has been in working with various clients.
Answer: TRUE
Diff: 1 Page Ref: 127
Objective: 5-3

40) In terms of selecting an advertising agency, a creative pitch is a formal presentation

addressing a specific problem, situation, or set of questions.
Answer: TRUE
Diff: 1 Page Ref: 127
Objective: 5-3

41) When two or more companies compete for a contract with creative pitches, the process is
sometimes called a shootout.
Answer: TRUE
Diff: 2 Page Ref: 127
Objective: 5-3

42) Normally every company that asks to be considered for an advertising campaign will prepare
a creative pitch as part of the application.
Answer: FALSE
Diff: 2 Page Ref: 127
Objective: 5-3

43) Chemistry is the feeling that an advertising agency and a client company will work well
together.
Answer: TRUE
Diff: 1 Page Ref: 128
Objective: 5-3

44) If a company's marketing manager says, "I have a good feeling about working with this
advertising agency," chemistry is probably present.
Answer: TRUE
Diff: 2 Page Ref: 128
Objective: 5-3

45) 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.
Answer: TRUE
Diff: 2 Page Ref: 128
Objective: 5-3

46) The first ingredient in advertising planning and research is gathering general pre-planning
input.
Answer: TRUE
Diff: 1 Page Ref: 129
Objective: 5-2

6
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
47) "Reading up" on a company is part of the first ingredient in advertising planning and
research, which is gathering general pre-planning input.
Answer: TRUE
Diff: 2 Page Ref: 129
Objective: 5-2

48) 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.
Answer: TRUE
Diff: 2 Page Ref: 129
Objective: 5-2

49) 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.
Answer: TRUE
Diff: 1 Page Ref: 129
Objective: 5-2

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.
Answer: TRUE
Diff: 2 Page Ref: 129
Objective: 5-2

51) Qualitative advertising research is typically based on statistics.

Answer: FALSE
Diff: 2 Page Ref: 129
Objective: 5-2

52) Qualitative advertising research includes using methods from disciplines such as
anthropology and sociology.
Answer: TRUE
Diff: 1 Page Ref: 129
Objective: 5-2

53) Qualitative research using methods from anthropology often includes direct observation of
consumer behaviors or activities.
Answer: TRUE
Diff: 2 Page Ref: 129
Objective: 5-2

54) Qualitative research using methods from sociology often includes the study of mental value
systems and personal drives.
Answer: FALSE
Diff: 2 Page Ref: 129
Objective: 5-2

7
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
55) An advertising account executive is the key go-between for the advertising agency and the
client company.
Answer: TRUE
Diff: 1 Page Ref: 130
Objective: 5-5

56) A stewardship report is an update on the work performed on an advertising campaign and is
prepared by the advertising agency.
Answer: TRUE
Diff: 2 Page Ref: 130
Objective: 5-5

57) An advertising account executive is the person who actually develops and produces the
advertisement.
Answer: FALSE
Diff: 1 Page Ref: 130
Objective: 5-5

58) A traffic manager is the person who schedules media for advertising.
Answer: FALSE
Diff: 1 Page Ref: 130
Objective: 5-5

59) Creatives are the people who actually develop and produce advertisements.
Answer: TRUE
Diff: 1 Page Ref: 130
Objective: 5-5

60) The first step in managing an advertising campaign is preparing a creative brief.
Answer: FALSE
Diff: 1 Page Ref: 131
Objective: 5-4

61) The final step in managing an advertising campaign is to select the media that will be used.
Answer: FALSE
Diff: 2 Page Ref: 131
Objective: 5-4

62) A communication market analysis is the stage in which communication objectives are
established.
Answer: FALSE
Diff: 2 Page Ref: 131
Objective: 5-4

8
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
63) By reviewing the communication market analysis, the advertising agency can understand
where best to focus the advertising and promotional efforts.
Answer: TRUE
Diff: 2 Page Ref: 131
Objective: 5-4

64) 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.
Answer: TRUE
Diff: 2 Page Ref: 131
Objective: 5-4

65) The second step in advertising planning is to establish the advertising goals, which are
derived from the communication objectives.
Answer: TRUE
Diff: 2 Page Ref: 132
Objective: 5-4

66) Building a strong global brand and corporate image is one of the most important advertising
goals.
Answer: TRUE
Diff: 2 Page Ref: 132
Objective: 5-4

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

Answer: TRUE
Diff: 1 Page Ref: 132
Objective: 5-4

68) A top-of-mind brand is the brand that creates the impression that it is the easiest to buy.
Answer: FALSE
Diff: 1 Page Ref: 132
Objective: 5-4

69) A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set
when making a purchase decision.
Answer: TRUE
Diff: 2 Page Ref: 132
Objective: 5-4

70) When Chad is asked which brand of razor he is most inclined to buy, his response will be his
top-choice brand.
Answer: TRUE
Diff: 3 Page Ref: 132
Skill: AACSB: Reflective thinking
Objective: 5-4

9
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
71) Part of building brand image and brand equity is developing brand awareness.
Answer: TRUE
Diff: 2 Page Ref: 132
Objective: 5-4

72) 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.
Answer: TRUE
Diff: 3 Page Ref: 132
Objective: 5-4

73) Providing information in an advertisement is most useful in the business-to-business sector

for low-involvement purchase decisions.
Answer: FALSE
Diff: 3 Page Ref: 133
Objective: 5-4

74) Persuasion is one of the most common advertising goals.

Answer: TRUE
Diff: 2 Page Ref: 133
Objective: 5-4

75) Persuasive advertising is used more in the business-to-business sector than in consumer
marketing.
Answer: FALSE
Diff: 3 Page Ref: 133
Objective: 5-4

76) Persuasive advertising is used more frequently in the broadcast media, such as television and
radio, than in print advertising.
Answer: TRUE
Diff: 3 Page Ref: 133
Objective: 5-4

77) 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.
Answer: TRUE
Diff: 2 Page Ref: 134
Objective: 5-4

78) Advertisements designed to meet the goal of encouraging action are often used in the
business-to-business sector.
Answer: TRUE
Diff: 2 Page Ref: 134
Objective: 5-4

10
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
79) A pulsating schedule of advertising distribution involves continuous advertising with bursts
of higher intensity during specific periods of the year.
Answer: TRUE
Diff: 2 Page Ref: 134
Objective: 5-4

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

Answer: FALSE
Diff: 1 Page Ref: 134
Objective: 5-4

81) A continuous campaign approach to advertising distribution involves advertising only during
certain times of the year with no advertising between.
Answer: FALSE
Diff: 2 Page Ref: 135
Objective: 5-4

82) Toy companies and diet food companies have one thing in common: they are likely to use
continuous campaign schedules in terms of advertising distribution.
Answer: FALSE
Diff: 3 Page Ref: 134
Objective: 5-4

83) In terms of the ad agency personnel, the creative brief is typically prepared by the creatives.
Answer: FALSE
Diff: 3 Page Ref: 135
Objective: 5-4

84) The first step in preparing a creative brief is to identify the target audience of the ad.
Answer: FALSE
Diff: 2 Page Ref: 135
Objective: 5-4

85) In preparing a creative brief, the only information that is needed in terms of the target
audience is demographic characteristics. The creative can research the other information as he or
she designs the ad.
Answer: FALSE
Diff: 2 Page Ref: 136
Objective: 5-4

86) In a creative brief, the message theme is the benefit or promise the advertiser wants to use to
reach consumers or businesses.
Answer: TRUE
Diff: 1 Page Ref: 137
Objective: 5-4

11
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
87) In terms of the creative brief, legal and mandatory restrictions placed on advertisements are
also called constraints.
Answer: TRUE
Diff: 1 Page Ref: 137
Objective: 5-4

88) A "left-brain" advertisement is oriented towards emotion and feelings.

Answer: FALSE
Diff: 2 Page Ref: 137
Objective: 5-4

89) A "left-brain" advertisement is logical, factual, and rational.

Answer: TRUE
Diff: 2 Page Ref: 137
Objective: 5-4

90) In terms of the creative brief, the support takes the form of facts that substantiate the message
theme.
Answer: TRUE
Diff: 2 Page Ref: 137
Objective: 5-4

91) A disclaimer warranty describes the shelf life of a product.

Answer: FALSE
Diff: 2 Page Ref: 137
Objective: 5-4

92) The Surgeon General's warning on a pack of cigarettes is an example of an advertising

constraint component of the creative brief.
Answer: TRUE
Diff: 3 Page Ref: 138
Objective: 5-4

93) Not long after its introduction, the Perfect Pushup (developed by Alden Mills) was first
promoted through:
A) advertising
B) guerrilla marketing
C) infomercials
D) word-of-mouth
Answer: C
Diff: 2 Page Ref: 118

12
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
94) For Alden Mill's Perfect Pushup, long-term presence in the fitness industry was developed
through:
A) buzz generated when Alden Mill was a guest on various television news and talk shows
B) infomercials
C) guerrilla marketing
D) an advertising campaign
Answer: D
Diff: 3 Page Ref: 119
Objective: 5-1

95) The average consumer sees about how many advertisements per day?
A) 100
B) 300
C) 600
D) 1,000
Answer: C
Diff: 3 Page Ref: 119
Objective: 5-1

96) 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
Answer: C
Diff: 1 Page Ref: 120
Objective: 5-1

97) 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
Answer: A
Diff: 1 Page Ref: 120
Objective: 5-1

98) 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
Answer: D
Diff: 1 Page Ref: 120
Objective: 5-1

13
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
99) 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
Answer: B
Diff: 2 Page Ref: 120
Objective: 5-1

100) 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
Answer: B
Diff: 2 Page Ref: 120
Objective: 5-1

101) The device used to deliver a message in an advertisement is the:

A) message theme
B) appeal
C) executional framework
D) leverage point
Answer: C
Diff: 1 Page Ref: 120
Objective: 5-1

102) 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
Answer: C
Diff: 2 Page Ref: 120
Objective: 5-1

103) 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
Answer: D
Diff: 1 Page Ref: 120
Objective: 5-1

14
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
104) 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
Answer: B
Diff: 1 Page Ref: 121
Objective: 5-1

105) The first 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
Answer: A
Diff: 2 Page Ref: 121
Objective: 5-1

106) After reviewing the company's activities in light of advertising management, the second
step of an advertising management program is to:
A) choose an advertising agency
B) deciding to use either an in-house or external advertising agency
C) develop an advertising campaign management strategy
D) prepare a creative brief
Answer: B
Diff: 2 Page Ref: 121
Objective: 5-1

107) After deciding to use either an in-house or external advertising agency, the third 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
Answer: C
Diff: 2 Page Ref: 121
Objective: 5-1

15
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
108) 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
Answer: D
Diff: 2 Page Ref: 121
Objective: 5-1

109) A major principle guiding any advertising program should be:

A) personality
B) complexity
C) conversation
D) consistency
Answer: D
Diff: 1 Page Ref: 121
Objective: 5-1

110) An advertising program should be:

A) the basis of the IMC program
B) one of many promotional efforts
C) a stand-alone program
D) the same thing as a public relations program
Answer: B
Diff: 1 Page Ref: 121
Objective: 5-1

111) 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
Answer: A
Diff: 2 Page Ref: 122
Objective: 5-1

16
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
112) 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
Answer: B
Diff: 2 Page Ref: 122
Objective: 5-1

113) One disadvantage of an in-house advertising department is:

A) the ads created may become stale or the staff fails to recognize new opportunities
B) higher cost because of outsourcing components of the ad process
C) morale within the marketing department may be lower
D) greater potential for lawsuits
Answer: A
Diff: 2 Page Ref: 123
Objective: 5-3

114) The following are disadvantages of using an in-house advertising department, except:
A) the company can go stale and fail to recognize other promotional or advertising opportunities
B) the internal department may lack the expertise to carry out all of the necessary functions
C) the internal department may not have a good understanding of the firm's mission and message
D) the internal department may lack objectivity in creating advertisements
Answer: C
Diff: 3 Page Ref: 123
Objective: 5-3

115) In deciding between an external advertising agency and creating advertisements in-house,
each of the following variables should be considered, except:
A) the objectivity factor
B) the spokesperson factor
C) the complexity of the product
D) the creativity issue
Answer: B
Diff: 2 Page Ref: 123
Objective: 5-3

17
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
116) 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 do 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
Answer: D
Diff: 3 Page Ref: 123
Objective: 5-3

117) 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
Answer: A
Diff: 2 Page Ref: 123
Objective: 5-3

118) 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
Answer: C
Diff: 3 Page Ref: 123
Objective: 5-3

119) 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 is spent for the creative work
D) fee for the media buyer
Answer: B
Diff: 2 Page Ref: 123
Objective: 5-3

18
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
120) 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
Answer: B
Diff: 3 Page Ref: 123
Skill: AACSB: Analytical
Objective: 5-3

121) 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
Answer: D
Diff: 3 Page Ref: 123
Objective: 5-3

122) Which is probably best for creating an advertisement for a complex product?
A) an in-house advertising department
B) an external advertising agency
C) the public relations department
D) a media buyer
Answer: A
Diff: 2 Page Ref: 123
Objective: 5-3

123) A boutique-type advertising agency:

A) is the largest form of agency
B) is designed to handle smaller accounts
C) serves in-house clients
D) offers one specialized service or works with one type of client
Answer: D
Diff: 2 Page Ref: 124
Objective: 5-3

19
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
124) 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
Answer: C
Diff: 1 Page Ref: 124
Objective: 5-3

125) Media buys are normally made by:

A) the creative
B) the account executive
C) the traffic manager
D) a media service company
Answer: D
Diff: 1 Page Ref: 124
Objective: 5-3

126) 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
Answer: B
Diff: 3 Page Ref: 124
Objective: 5-3

127) 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
Answer: C
Diff: 1 Page Ref: 124
Objective: 5-3

128) The "whole egg theory" developed by Young and Rubicam:

A) heavily utilizes boutique agencies
B) is only offered to small clients
C) is designed to help the client achieve total success
D) is a new type of public relations program
Answer: C
Diff: 2 Page Ref: 124
Objective: 5-3

20
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
129) If a company's leaders decided to use the "whole egg theory," they would:
A) hire a full-service agency
B) hire a boutique agency
C) retain a media service company to buy media time, but do the creative with free lancers
D) utilize different companies for each aspect of the advertising campaign
Answer: A
Diff: 3 Page Ref: 124
Objective: 5-3

130) 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
Answer: A
Diff: 3 Page Ref: 124
Objective: 5-3

131) 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
Answer: A
Diff: 2 Page Ref: 125
Objective: 5-3

132) 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 initial list of applicants
C) request client references
D) select the process to be used and the criteria for selection
Answer: D
Diff: 2 Page Ref: 125
Objective: 5-3

133) In selecting an advertising agency, client references should not be requested until each of
the following have been completed, except:
A) set goals
B) screen initial list of applicants
C) reduce the list to two or three viable candidates
D) select the process to be used and the criteria for selection
Answer: C
Diff: 3 Page Ref: 125
Objective: 5-3

21
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
134) 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
Answer: C
Diff: 3 Page Ref: 125
Objective: 5-3

135) 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
Answer: B
Diff: 3 Page Ref: 125
Skill: AACSB: Reflective thinking
Objective: 5-3

136) 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
Answer: C
Diff: 2 Page Ref: 126
Objective: 5-3

137) 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
Answer: B
Diff: 3 Page Ref: 126
Objective: 5-3

22
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
138) An agency representing convenience stores that has previously created ads for a grocery
stores would have:
A) relevant experience
B) a conflict of interest
C) interpersonal chemistry
D) company complexity
Answer: A
Diff: 3 Page Ref: 126
Skill: AACSB: Reflective thinking
Objective: 5-3

139) 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
Answer: B
Diff: 1 Page Ref: 126
Objective: 5-3

140) 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
Answer: B
Diff: 2 Page Ref: 126
Objective: 5-3

141) 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 made
Answer: B
Diff: 2 Page Ref: 126
Objective: 5-3

23
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
142) Questions that company leaders should ask about an ad agency's production capabilities and
media purchasing capabilities include each of the following, except:
A) Does the agency buy efficiently?
B) Is the agency able to negotiate special rates and publication positions?
C) Does the agency routinely get "bumped" by higher-paying firms so ads do not run at highly
desirable times?
D) Does the agency use a media service company to purchase television time?
Answer: D
Diff: 3 Page Ref: 126
Objective: 5-3

143) 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
D) offering the contract
Answer: C
Diff: 2 Page Ref: 127
Objective: 5-3

144) 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
Answer: B
Diff: 2 Page Ref: 127
Objective: 5-3

145) In terms of an advertising agency selection process, a shootout includes viewing:

A) goal setting processes
B) selection criteria
C) references
D) creative pitches
Answer: D
Diff: 2 Page Ref: 127
Objective: 5-3

146) 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 a heavy hitter
C) be refused because the client company has not clarified its selection criteria
D) be the first step in the selection process
Answer: A
Diff: 3 Page Ref: 127
Objective: 5-3

24
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
147) 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
Answer: B
Diff: 2 Page Ref: 127
Skill: AACSB: Reflective thinking
Objective: 5-3

148) 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
Answer: D
Diff: 2 Page Ref: 128
Objective: 5-3

149) The member of an advertising agency who focuses on winning contracts, but will not be
involved in doing any of the actual work, is sometimes called a:
A) mind bender
B) interpersonal expert
C) heavy hitter
D) creative pitcher
Answer: C
Diff: 2 Page Ref: 128
Objective: 5-3

150) When an advertising agency uses a heavy hitter to solicit an account, the agency is utilizing:
A) the creatives who will actually be working on the account
B) a corporate executive
C) all of the personnel who will be working on the account
D) agency personnel trained to sell their services
Answer: B
Diff: 3 Page Ref: 128
Objective: 5-3

25
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
151) When an advertising agency researches and reads about a client before developing the
advertising campaign, the process is called:
A) agency selection
B) general pre-planning input
C) product-specific research
D) the major selling idea
Answer: B
Diff: 2 Page Ref: 129
Objective: 5-2

152) Discovering if there are problems associated with a given good or service takes place
during which component of advertising planning and research?
A) major selling point
B) general pre-planning input
C) product-specific research
D) quantitative research
Answer: C
Diff: 2 Page Ref: 129
Objective: 5-2

153) The "Got milk?" campaign emerged after consumers were deprived of milk for a week.
What form of research was used to discover the impact of doing without milk?
A) product specific
B) market specific
C) consumer specific
D) quantitative
Answer: A
Diff: 2 Page Ref: 129
Objective: 5-2

154) Discovering the major selling idea for a good or service is part of which component of
advertising planning and research?
A) agency selection
B) general pre-planning input
C) product-specific research
D) quantitative research
Answer: C
Diff: 2 Page Ref: 129
Objective: 5-2

26
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
155) When conducting qualitative research during advertising planning and research, each of the
following perspectives can be used, except:
A) anthropology
B) sociology
C) psychology
D) statistics
Answer: D
Diff: 2 Page Ref: 129
Objective: 5-2

156) Using anthropological methods for advertising research often includes:

A) a statistical analysis
B) a sociological study
C) direct observation
D) secondary research
Answer: C
Diff: 2 Page Ref: 129
Objective: 5-2

157) 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) personal drive analysis
C) assessment of the major selling idea
D) a sociological approach assessing social class
Answer: D
Diff: 3 Page Ref: 129
Skill: AACSB: Reflective thinking
Objective: 5-2

158) Predicting consumer behavior by concentrating on self-orientation and resources is a(n):

A) type of statistical analysis
B) application of the values and life style model (VALS)
C) personal drive analysis (PDA)
D) form of secondary research
Answer: B
Diff: 3 Page Ref: 129
Objective: 5-2

27
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
159) Someone who believes he or she is always on the cutting edge of fashion can be identified
using which advertising planning and research technique?
A) product specific research
B) a major selling idea
C) the Values and Life Style Model (VALS)
D) quantitative research
Answer: C
Diff: 3 Page Ref: 129
Skill: AACSB: Reflective thinking
Objective: 5-2

160) Someone who believes he or she expresses individuality with brand choices can be
identified using which advertising planning and research technique?
A) product specific research
B) a major selling idea
C) the values and life style model (VALS)
D) personal drive analysis (PDA)
Answer: D
Diff: 3 Page Ref: 129
Skill: AACSB: Reflective thinking
Objective: 5-2

161) An individual's desire to drink high-quality wine as an expression of individuality and taste
is discovered using which type of advertising planning and research program?
A) product specific research
B) direct observation (anthropology)
C) mood assessment techniques
D) a personal drive analysis approach
Answer: D
Diff: 3 Page Ref: 130
Skill: AACSB: Reflective thinking
Objective: 5-2

162) The key go-between for the advertising agency and a client company is usually the:
A) account executive
B) creative
C) media planner
D) traffic manager
Answer: A
Diff: 1 Page Ref: 130
Objective: 5-5

28
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
163) 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
Answer: D
Diff: 2 Page Ref: 130
Objective: 5-5

164) The account executive normally performs all of the following functions, except:
A) helping prepare the creative brief
B) serves as a liaison between the client and the agency
C) prepares ad copy
D) negotiate contracts
Answer: C
Diff: 3 Page Ref: 130
Objective: 5-5

165) 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) creative
B) traffic manager
C) media buyer
D) media planner
Answer: B
Diff: 2 Page Ref: 130
Objective: 5-5

166) The person who develops and produces the actual advertisement is the:
A) account executive
B) creative
C) media buyer
D) media planner
Answer: B
Diff: 1 Page Ref: 130
Objective: 5-5

29
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
167) 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) media planner
Answer: C
Diff: 1 Page Ref: 130
Objective: 5-4

168) A communications market analysis includes all of the following, except:

A) a competitive analysis
B) a target market analysis
C) an economic forecasting analysis
D) an analysis of customers
Answer: C
Diff: 2 Page Ref: 131
Objective: 5-4

169) In developing an advertising campaign, studying the media usage habits of the people in the
target market should be part of the:
A) communication market analysis
B) advertising planning and research
C) pitch made by the agency candidates
D) creative brief
Answer: A
Diff: 3 Page Ref: 131
Objective: 5-4

170) Finding out that a company's advertisements are viewed negatively by a large portion of its
business buyers results from examining during which part of the communications market
analysis?
A) product positioning
B) competitors
C) target market
D) customers
Answer: D
Diff: 3 Page Ref: 131
Objective: 5-4

30
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
171) Advertising goals are derived from:
A) communications market analysis
B) the message theme
C) communication objectives
D) mission statement of the company
Answer: C
Diff: 2 Page Ref: 132
Objective: 5-4

172) The following are examples of advertising goals, except:

A) building brand image
B) defending against lawsuits
C) to inform
D) to persuade
Answer: B
Diff: 2 Page Ref: 132
Objective: 5-4

173) 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
Answer: B
Diff: 1 Page Ref: 132
Objective: 5-4

174) 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
Answer: A
Diff: 2 Page Ref: 132
Skill: AACSB: Reflective thinking
Objective: 5-4

175) 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
Answer: B
Diff: 1 Page Ref: 132
Objective: 5-4

31
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
176) 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
Answer: C
Diff: 2 Page Ref: 132
Objective: 5-4

177) 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
Answer: B
Diff: 3 Page Ref: 132
Skill: AACSB: Reflective thinking
Objective: 5-4

178) 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
Answer: A
Diff: 3 Page Ref: 132
Objective: 5-4

179) For a brand to have a high level of brand equity, it must have all of the following, except:
A) high level of brand awareness
B) top-of-mind status
C) top choice status
D) brand parity status
Answer: D
Diff: 3 Page Ref: 132
Skill: AACSB: Reflective thinking
Objective: 5-4

180) From the methods listed below, the best method for building brand awareness is:
A) consumer promotions
B) advertising
C) trade promotions
D) personal selling
Answer: B
Diff: 3 Page Ref: 132
Objective: 5-4

32
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
181) Most of the time, brand equity is developed through:
A) consumer and trade promotions
B) public relations and personal selling
C) advertising and product quality
D) advertising and consumer promotions
Answer: C
Diff: 3 Page Ref: 132
Objective: 5-4

182) 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
Answer: A
Diff: 3 Page Ref: 132
Skill: AACSB: Reflective thinking
Objective: 5-4

183) 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
Answer: D
Diff: 3 Page Ref: 133
Skill: AACSB: Reflective thinking
Objective: 5-4

184) An advertisement for an Applebee's restaurant provides information about its location,
operating hours and different types of food it offers. The goal of this advertisement is most likely
to be:
A) build brand image
B) inform
C) persuade
D) support other marketing efforts
Answer: B
Diff: 3 Page Ref: 133
Skill: AACSB: Reflective thinking
Objective: 5-4

33
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
185) Of the following advertising goals, the most common goal is to:
A) build brand image
B) inform
C) persuade
D) support other marketing efforts
Answer: C
Diff: 3 Page Ref: 133
Objective: 5-4

186) When advertising is combined with other marketing efforts into an integrated effort around
a theme, it is called a:
A) promotional campaign
B) deception program
C) persuasion campaign
D) comparison campaign
Answer: A
Diff: 2 Page Ref: 134
Objective: 5-4

187) 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 most likely to:
A) encourage action
B) inform
C) persuade
D) support other marketing efforts
Answer: D
Diff: 3 Page Ref: 133
Skill: AACSB: Reflective thinking
Objective: 5-4

188) When an 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
Answer: D
Diff: 3 Page Ref: 133
Skill: AACSB: Reflective thinking
Objective: 5-4

34
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
189) 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 most likely to:
A) encouraging action
B) inform
C) persuade
D) support other marketing efforts
Answer: A
Diff: 3 Page Ref: 134
Skill: AACSB: Reflective thinking
Objective: 5-4

190) 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
Answer: D
Diff: 1 Page Ref: 134
Objective: 5-4

191) 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 amount
Answer: A
Diff: 2 Page Ref: 134
Objective: 5-4

192) 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 amount
Answer: B
Diff: 2 Page Ref: 134
Objective: 5-4

35
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
193) 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 amount
Answer: C
Diff: 2 Page Ref: 135
Objective: 5-4

194) 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
Answer: B
Diff: 2 Page Ref: 134
Skill: AACSB: Reflective thinking
Objective: 5-4

195) 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
Answer: C
Diff: 3 Page Ref: 134
Skill: AACSB: Reflective thinking
Objective: 5-4

196) 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
Answer: A
Diff: 2 Page Ref: 135
Skill: AACSB: Reflective thinking
Objective: 5-4

36
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
197) 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
Answer: B
Diff: 3 Page Ref: 134
Skill: AACSB: Reflective thinking
Objective: 5-4

198) 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) services
Answer: A
Diff: 2 Page Ref: 134
Skill: AACSB: Reflective thinking
Objective: 5-4

199) 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 beer distributor
D) a space heater manufacturer
Answer: C
Diff: 3 Page Ref: 135
Skill: AACSB: Reflective thinking
Objective: 5-4

200) 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
Answer: A
Diff: 2 Page Ref: 135
Objective: 5-4

37
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
201) 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
Answer: C
Diff: 2 Page Ref: 135
Objective: 5-4

202) The first step in preparing a creative brief is to identify the:

A) target audience
B) support
C) objective
D) message theme
Answer: C
Diff: 2 Page Ref: 135
Objective: 5-4

203) 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
Answer: C
Diff: 3 Page Ref: 136
Objective: 5-4

204) 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
Answer: B
Diff: 2 Page Ref: 137
Objective: 5-4

205) 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
Answer: A
Diff: 2 Page Ref: 137
Objective: 5-4

38
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
206) 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
Answer: B
Diff: 2 Page Ref: 137
Objective: 5-4

207) The advertising support component of the creative brief includes:

A) media selection and media buys
B) the creative brief's constraint component
C) the nature of the advertising appeal
D) the facts which substantiate a unique selling point
Answer: D
Diff: 1 Page Ref: 137
Objective: 5-4

208) In terms of the creative brief, an endorsement by eight out of 10 doctors recommending a
product is a form of:
A) disclaimer
B) message theme
C) support
D) constraint
Answer: C
Diff: 3 Page Ref: 137
Objective: 5-4

209) Which product is most likely to include a disclaimer warranty?

A) medicine
B) shirt
C) hammer
D) scotch tape
Answer: A
Diff: 2 Page Ref: 137
Objective: 5-4

210) A disclaimer warranty typically specifies each of the following, except:

A) the conditions under which a warranty will be honored
B) statements about past legal actions regarding the product
C) potential hazards associated with products
D) the terms of financing agreements, bonuses, and discounts
Answer: B
Diff: 2 Page Ref: 137
Objective: 5-4

39
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
211) For a creative brief, constraints include all of the following, except:
A) left-brained appeals
B) disclaimers
C) copyright registrations
D) trademarks
Answer: A
Diff: 3 Page Ref: 137
Objective: 5-4

212) What is a message theme? What does it reflect?

Answer: A message theme is an outline of the key idea(s) that the advertising program is
supposed to convey. It should reflect the overall IMC theme.
Diff: 1 Page Ref: 120
Objective: 5-1

213) Name and describe the five most common decision variables in the selection of an in-house
versus external advertising agency.
Answer: 1. The size of the account, which should match the client to the agency.
2. The money that can be spent on media, which should be 75% of the budget.
3. The objectivity factor, recognizing that an agency can be more objective.
4. The complexity of a product, where more complex products are better understood internally.
5. The creativity issue, agencies are usually more creative in their approach.
Diff: 3 Page Ref: 123
Objective: 5-3

214) Name and describe other types of agencies that serve client firms, besides advertising
agencies.
Answer: Media service companies negotiate and purchase media packages or media buys.
Direct marketing agencies handle direct marketing campaigns.
Sales or trade promotions companies provide assistance in creating attention-getting
mechanisms.
Public relations firms help companies develop positive images and deal with negative publicity.
Diff: 2 Page Ref: 124
Objective: 5-3

215) Name the steps involved in selecting an advertising agency.

Answer: 1. Set goals
2. Select criteria
3. Request references
4. View oral and written presentations
5. Meet key personnel
6. Make the selection and finalize the contract
7. Notify all parties
Diff: 2 Page Ref: 125-128
Objective: 5-3

40
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
216) What roles do advertising account executives play in developing campaigns?
Answer: The advertising account executive is the key go-between for the agency and the client
company.
The executive solicits the account, finalizes the details of the contract, works with the creative
department that will prepare the campaign, and helps the client company refine and define its
major message.
Diff: 2 Page Ref: 130
Objective: 5-5

217) Describe the work of the creative in creating an advertising campaign.

Answer: Creatives are the persons who actually develop and produce advertisements.
Diff: 1 Page Ref: 130-131
Objective: 5-5

218) Name the steps of advertising campaign management.

Answer: 1. Review the communications market analysis.
2. Establish advertising objectives consistent with those developed in a Promotions Opportunity
Analysis program.
3. Review the advertising budget.
4. Select the media in conjunction with the advertising agency.
5. Review the information with the advertising creative in the creative brief.
Diff: 3 Page Ref: 131
Objective: 5-4

219) For the creative brief, name the most common objectives of an advertisement.
Answer: ∙ Increase brand awareness
∙ Build brand image
∙ Increase customer traffic
∙ Increase retailer or wholesaler orders
∙ Increase inquiries from end-users and channel members
∙ Provide information
Diff: 3 Page Ref: 132
Objective: 5-4

220) Name the elements of a creative brief.

Answer: ∙ The objective
∙ The target audience
∙ The message theme
∙ The support
∙ The constraints
Diff: 2 Page Ref: 135
Objective: 5-4

41
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall