Chapter 4:
1) ________ is the
process of discovering organization strengths & weaknesses and combining
the information with an analysis of opportunities and threats present in the
firms external environment.
A) Promotion
Opportunity Analysis
B) Strategic
Market Analysis
C)
Communication
Market Analysis
D) Marginal
Analysis
2) _______
establishes a ratio of advertising to sales or market share..
A) Percentage
of Sales Method
B) Objective
and Task Method
C) Meet-the-Competition
Method
D)
Payout
Planning
E) What
We Can Afford Method
3) _______ are
activities performed to promote or support strategies
A) Market
Segments
B)
Tactics
C) Consumer
Segments
D) Decay
Effects
E) Business
Segments
Chapter 5:
4) Advertising Management Program does all of the following except:
A) Reviews company’s activities in
light of advertising management
B) Complete a creative brief
C) Develop ad campaign management
strategy
D) Select an in-house or external
ad agency
E) Identify target market’s
needs and interests
5) The
major principle in the Advertising Management Program is _______
A)Reliability
B) Affordability
C) Consistency
D) Time Efficiency
6) ________ are the
people who actually develop and produce advertisements
A) Creatives
B) Advertising account executives
C) Inventors
D) Product Managers
Chapter 6
7) Which is not a theoretical framework of the Advertising
Theory.
A) Hierarchy
of Effects Model
B)
Carry-over
Effects Theory
C) Visual
and Verbal Imaging
D) Means-End
Theory
8) _______ appeals are the key to developing brand loyalty
A) Rational
B) Music
C) Scarcity
D) Emotional
9) The
Structure of Advertisement contains all of the following except:
A) Headline
and Subheadline
B) Amplification
C)
Concrete
Imagery
D) Proof
of Claim
E) Action
to Take
10) _______ is a
universal language that makes global advertising possible.
A) Radio
Visual Imagery
B) Standardization
C) Adaptation
D) Global
Appeal
E)
Visual
Esperanto
Chapter 5:
1.) Whaht is a message theme?
a.) An outline of key ideas advertising programs convey.
b.) The look of an advertisement.
c.) The advertising plan for funding the commercials.
d.) The hopes of the advertisers to have consumers buy their
products. (Answer is a)
2.) How many activities are there to form an advertising management process?
2.) How many activities are there to form an advertising management process?
a.) 1
b.) 2
c.) 3
d.) 4
Chapter 6:
Chapter 6:
1.) How many are there in the hierarchy of effects model?
a.) 5
b.) 3
c.) 6
d.) 4
2.) Which of the following are types of advertising appeal:
2.) Which of the following are types of advertising appeal:
a.) fear
b.) sex
c.) stars(entertainers)
d.) both a and b
1. Name one of the appeals in advertising?
Humor appeal
2. The ________ is often confused with the headline in the structure of an advertisement....
2. The ________ is often confused with the headline in the structure of an advertisement....
tagline
3. What is the point on the sales model which shows the incline of progress?....
3. What is the point on the sales model which shows the incline of progress?....
threshold point
4. What are activities performed to support strategies?......
4. What are activities performed to support strategies?......
Tactics
5. What are broad guidelines concerning the essence of the company's marketing efforts?...
5. What are broad guidelines concerning the essence of the company's marketing efforts?...
Strategies
Chapter 4
Question: What are the 5 parts of a Promotions Opportunity Analysis?
Answer:
Question: What are the 5 parts of a Promotions Opportunity Analysis?
Answer:
1. Communication Market Analysis
2. Establish Communication Objectives
3. Create Communication Budget
4. Create Communications Strategies
5. Match Tactics with Strategies
Question: What does PRIZM stand for?
Answer: Potential Rating Index by Zip (code) Marketing
Question: What does PRIZM stand for?
Answer: Potential Rating Index by Zip (code) Marketing
Chapter 5
Question: What does VALS stand for?
Answer: Value and Lifestyle Model
Question: What does PDA stand for?
Answer: Personal Drive Analysis
Chapter 6
Question: These 5 things are needed for what?
1. Objective
2. Target Audience
3. Message Theme
4. Support
5. Constraints
Answer: Creative Brief
Question:What are the two main Advertising Appeals?
Answer: Fear and Sex
Answer: Creative Brief
Question:What are the two main Advertising Appeals?
Answer: Fear and Sex
Chapter 4:
How does the S-Curve function?
Chapter 5:
What is the media budget for big accounts and small accounts?
What is the Whole Egg Theory?
Chapter 6:
What advertising technique is the most likeable and best to use to cut through clutter?
How does the S-Curve function?
Chapter 5:
What is the media budget for big accounts and small accounts?
What is the Whole Egg Theory?
Chapter 6:
What advertising technique is the most likeable and best to use to cut through clutter?
How many different
types of appeals are there?
7
What is the hierarchy of effects model?
suggests that there are six steps a consumer moves through when making a purchase.
What are the advertising goals?
to build brand image, to inform, to persuade, support other marketing efforts, encourage action
What is advertising appeals?
The approach used to attract the attention of consumers and or to influence their feelings toward the product, service, and cause.
What is the structure of an Advertisement?
headline, subheadline, amplification, proof of claim, action to take.
7
What is the hierarchy of effects model?
suggests that there are six steps a consumer moves through when making a purchase.
What are the advertising goals?
to build brand image, to inform, to persuade, support other marketing efforts, encourage action
What is advertising appeals?
The approach used to attract the attention of consumers and or to influence their feelings toward the product, service, and cause.
What is the structure of an Advertisement?
headline, subheadline, amplification, proof of claim, action to take.
Chapter 4
1. True/False:
Conducting a communication marketing analysis is the first step in the POA.
1. True/False:
Conducting a communication marketing analysis is the first step in the POA.
(True)
2. _______________ is the study of population characteristics.
2. _______________ is the study of population characteristics.
(Demographics)
Chapter 5
1. True/False:
Traffic Managers usually develop and produce ads.
Chapter 5
1. True/False:
Traffic Managers usually develop and produce ads.
(False)
2. Name the three Key Advertising Personnel.
2. Name the three Key Advertising Personnel.
(Account Executives,
Traffic Managers, Creatives)
Chapter 6
1. True/False:
As an Advertising Designer, it is important to integrate verbal and visual elements.
Chapter 6
1. True/False:
As an Advertising Designer, it is important to integrate verbal and visual elements.
(True)
2. Name the 5 components of the Advertising Creative Brief.
2. Name the 5 components of the Advertising Creative Brief.
(Objective, Target
Audience, Message Theme, Support, Constraints)
Chapter 4
What is the primary goal of the meet-the-competition method of budgeting?
What is the primary goal of the meet-the-competition method of budgeting?
A __________ is set of businesses or goup of individual consumers with distinct characteristics.
Chapter 5
Convincing consumers that one product is superior to others is part of what goal in advertising?
What is a creative breif?
Chapter 6
Why doesn't sex sell the way it used to?
Most likable ads are usually _____________ .
Chapter 4:
1. A communication market analysis examines all except:
a. Competitors
b. Opportunities
c. Market Value -
d. Customers
e. Target Markets
f. Product Positioning
2. A market segment is:
a. an advertisement based on a major theme or sub theme.
b. guidelines concerning the essence of a companys marketing efforts.
c. a set of businesses or group of individual consumers with distinct characteristics. -
d. a ratio of advertising to sales or market share.
Chapter 5:
1. A message theme is:
a. an outline of the key ideas that an advertising program is supposed to convey. -
b. the visual interpretation of the consumer.
c. the key element in an advertisement that taps into, or activates, a consumer's personal value system.
d. another way to say executional framework.
2. Qualitative Research analyzes information through a variety of perspectives including:
a. Mentality, Sociology, Physicality
b. Sociology, Psychology, Anthropology -
c. Psychology, Sociology, Philosophy
d. Anthropology, Psychology, Physicality
Chapter 6:
1. The MECCAS model suggests using five elements in creating ads, which element does not belong?
a. The product's attributes
b. Consumer benefits
c. Leverage points
d. Personal values
e. Estimated profit -
2. Which of these advertisement appeals is supposedly "the key to brand loyalty?"
a. Sex appeal
b. Rational appeal
c. Emotional appeal -
d. Scarcity appeal
1. A communication market analysis examines all except:
a. Competitors
b. Opportunities
c. Market Value -
d. Customers
e. Target Markets
f. Product Positioning
2. A market segment is:
a. an advertisement based on a major theme or sub theme.
b. guidelines concerning the essence of a companys marketing efforts.
c. a set of businesses or group of individual consumers with distinct characteristics. -
d. a ratio of advertising to sales or market share.
Chapter 5:
1. A message theme is:
a. an outline of the key ideas that an advertising program is supposed to convey. -
b. the visual interpretation of the consumer.
c. the key element in an advertisement that taps into, or activates, a consumer's personal value system.
d. another way to say executional framework.
2. Qualitative Research analyzes information through a variety of perspectives including:
a. Mentality, Sociology, Physicality
b. Sociology, Psychology, Anthropology -
c. Psychology, Sociology, Philosophy
d. Anthropology, Psychology, Physicality
Chapter 6:
1. The MECCAS model suggests using five elements in creating ads, which element does not belong?
a. The product's attributes
b. Consumer benefits
c. Leverage points
d. Personal values
e. Estimated profit -
2. Which of these advertisement appeals is supposedly "the key to brand loyalty?"
a. Sex appeal
b. Rational appeal
c. Emotional appeal -
d. Scarcity appeal
Chapter 4
What does SWOT stand for?
(a) Stenghts, weaknesses, opportunities, threats
b) Strategy, winning, opponents, threats
c) starting, weaknesses, opportunities, threats
How many types of customers are there to study?
a) 1
b) 2
(c) 3
d) 4
Chapter 5
What does PDA stand for?
a) Pulsating Drive appeal
b) Preplanning Dues appointment
(c) Personal Drive analysis
d) Promotional Drive analysis
Where does qualitative research come from?
a) Books, Reasearch, Internet
b) Anthropology, Sociology, Psychology
c) College, TV, advertisments
d)Video games, Facebook, Library
Chapter 6
How many steps are there in the Hierarchy of effects model?
a) 3
b)5
c)7
(d) 6
Fear, humor, sex, emotions are examples of what?
a) IMC
b) Advertising research
(c) Advertising appeals
d) Advertising analysis
What does SWOT stand for?
(a) Stenghts, weaknesses, opportunities, threats
b) Strategy, winning, opponents, threats
c) starting, weaknesses, opportunities, threats
How many types of customers are there to study?
a) 1
b) 2
(c) 3
d) 4
Chapter 5
What does PDA stand for?
a) Pulsating Drive appeal
b) Preplanning Dues appointment
(c) Personal Drive analysis
d) Promotional Drive analysis
Where does qualitative research come from?
a) Books, Reasearch, Internet
b) Anthropology, Sociology, Psychology
c) College, TV, advertisments
d)Video games, Facebook, Library
Chapter 6
How many steps are there in the Hierarchy of effects model?
a) 3
b)5
c)7
(d) 6
Fear, humor, sex, emotions are examples of what?
a) IMC
b) Advertising research
(c) Advertising appeals
d) Advertising analysis
Which is
not an example of establishing communication objectives
a. Rejuvenating the image
b. Developing brand awareness
c. Build customer traffic
d. Enhance firm image
Which is
not a step in promotions opportunity analysis
a. Creating a budget
b. Prepare a promotional strategy
c. Match tactics with the strategy
d. Changing beliefs or strategies
Chapter 5
Which is a
part of qualitative research
a. Sociology
b. Geology
c. Biology
d. Philosophy
Which of
the following is not an advertising goal
a. To inform
b. To persuade
c. To entertain
d. To encourage action
Chapter 6
What is the
Hierarchy of effects Model
a. A model explaining the needs of
consumers
b. Suggests that six steps a consumer
moves through when making a purchase
c. Suggests the everyday needs of a
person in life
d. Effects on a consumer after making a
purchase
An
advertising appeal refers to the approach used to attract the attention of consumers
and/ or to influence True or False
Chapter Four-
1.) , declines in advertising effectiveness that occur when an ad or marketing communication becomes "old" or "boring".
a. carryover effects
b. wear-out effects
c. decay effects
d. threshold effects
2.) Describe the NAICS approach to business market segmentation.
Chapter Five-
1.) is an outline of key ideas that the advertising program is supposed to convey.
a. leverage point
b. appeal
c. message theme
d. general preplanning input
2.) What steps should be taken in selecting an advertising agency?
Chapter Six-
1.) An advertisement approach in which the message contains a reasoning or mental process to lead the consumer to a desired end state, such as a key personal value, is known as, .
a. means-end chain
b. visual Esperanto
c. tagline
d. advertising appeals
2.) How are the three components of attitudes related to the hierarchy of effects model?
1.) , declines in advertising effectiveness that occur when an ad or marketing communication becomes "old" or "boring".
a. carryover effects
b. wear-out effects
c. decay effects
d. threshold effects
2.) Describe the NAICS approach to business market segmentation.
Chapter Five-
1.) is an outline of key ideas that the advertising program is supposed to convey.
a. leverage point
b. appeal
c. message theme
d. general preplanning input
2.) What steps should be taken in selecting an advertising agency?
Chapter Six-
1.) An advertisement approach in which the message contains a reasoning or mental process to lead the consumer to a desired end state, such as a key personal value, is known as, .
a. means-end chain
b. visual Esperanto
c. tagline
d. advertising appeals
2.) How are the three components of attitudes related to the hierarchy of effects model?
Chapter four
1. What are the two objectives a promotion opportunity analysis must accomplish?
- determine which promotional opportunities exist and identify the characteristics of each target audience.
1. What are the two objectives a promotion opportunity analysis must accomplish?
- determine which promotional opportunities exist and identify the characteristics of each target audience.
2. A communication market analysis examines five perspectives, what are they?
- competitor, opportunities, target market, customers and product positioning.
Chapter five
3. What are the variables examined when deciding on the external advertising agency or in-house department.
- Size of the account, Amount of money spent on media buy, objectivity, creativity, and Complexity of the product
4. What are the steps in selecting an agency?
- set goals, select process and criteria, screen initial list of applicants, request client references, reduce list to 2 or 3 variable agencies, request creative pitch, select agency.
Chapter six
5. What are the five things in a creative brief?
- The objective, the target audience, the message theme, the support, and the constraints.
6. What are the seven advertising appeals?
- fear, humor, sex, music, rationality, emotions, and scarcity.
- fear, humor, sex, music, rationality, emotions, and scarcity.
Promotions Opportunity Analysis is the process marketers use
to _________ target audiences for a goods and services and the communication
____________ need to reach audiences
A) research; messages
B) research; process
C) identify; messages
D) identify; process
2. What criteria would be wise to use when establishing communication objectives?
A) FITT
B) POA
C) PRIZM
D) SMART
3. What generation was a majority of the class born in (1980-2000)?
A) Generation X
B) Generation Y
C) Generation Jones
D) Does not have a title yet
4. What is the first step when choosing an advertising agency?
A) Set Goals
B) Select process and criteria
C) Request creative pitch
D) Request client references
5. In the Hierarchy of Effect, Preference leads to Conviction; Conviction leads to what?
A) Awareness
B) Knowledge
C) Liking
D) Purchase
6. What is Visual Esperanto?
A) A universal language that makes global advertising possible
B) A film agency in South America
C) Optical Illusions
D) When the sound of an advertisement on television does not match with the visuals
A) research; messages
B) research; process
C) identify; messages
D) identify; process
2. What criteria would be wise to use when establishing communication objectives?
A) FITT
B) POA
C) PRIZM
D) SMART
3. What generation was a majority of the class born in (1980-2000)?
A) Generation X
B) Generation Y
C) Generation Jones
D) Does not have a title yet
4. What is the first step when choosing an advertising agency?
A) Set Goals
B) Select process and criteria
C) Request creative pitch
D) Request client references
5. In the Hierarchy of Effect, Preference leads to Conviction; Conviction leads to what?
A) Awareness
B) Knowledge
C) Liking
D) Purchase
6. What is Visual Esperanto?
A) A universal language that makes global advertising possible
B) A film agency in South America
C) Optical Illusions
D) When the sound of an advertisement on television does not match with the visuals
Chapter 4
1. Process of Identfiying specific purchase groups based on their need, attitudes, and interests?
a. consumer segmants
b. market segments
c. Geodemographic segmentation
d. b-to-b segmentation
2. Demographics and Psychographics are part of _________
a. market segments
b. consumer segments
c. b-to-b segmentation
d. Geodemographic segmentation
Chapter 5
1. Document that creatives work with is a _________
a. creative brief
b. advertising budget
c. brand image
d. market analysis
2. Whole____ Theory, is a new trend in advertising.
a. EGG
b. service
c. interest
d. conflict
Chapter 6
1. One of the best technique to break through the clutter, "most likeable ad" ?
a. humor appeal
b. sex appeal
c. music appeal
d. emotional appeal
1. Process of Identfiying specific purchase groups based on their need, attitudes, and interests?
a. consumer segmants
b. market segments
c. Geodemographic segmentation
d. b-to-b segmentation
2. Demographics and Psychographics are part of _________
a. market segments
b. consumer segments
c. b-to-b segmentation
d. Geodemographic segmentation
Chapter 5
1. Document that creatives work with is a _________
a. creative brief
b. advertising budget
c. brand image
d. market analysis
2. Whole____ Theory, is a new trend in advertising.
a. EGG
b. service
c. interest
d. conflict
Chapter 6
1. One of the best technique to break through the clutter, "most likeable ad" ?
a. humor appeal
b. sex appeal
c. music appeal
d. emotional appeal
2. Urge consumers to buy because of limited supply and?or limited time to purchase ?
a. super bowl appeals
b. rational appeals
c. scarcity appeals
d. emotional appeals
hapter 4
1. Which of the four areas don't a communication market analysis examine?
1. Which of the four areas don't a communication market analysis examine?
A. Competitors
B. Opportunities
C. Target Markets
D. Retails *
E. Product positioning
2. What three type of customers should be studied?
A. Current customers, The competitors customers, potential new customers *
B. Hungry customers, small customers, sleepy customers
C. Double customers, Junction customers, Establish customers
D. Enhance customers, Reinforced customers, Increase customers
Chapter 5
1. Which is one of the most common advertising objectives?
A. decrease brand awareness
B. Build brand image*
C. effect of brand bridge
D. Big downfall
2. Pulsating schedule of advertising......
A. involves continuos advertising with bursts of higher intensity during the course of the year, most notably during peak season.*
B. the beat of the Ad.
C. Time and place of the Ad.
D. All of the above
Chapter 6
1. Which of the following does the MECCAS model suggest?
A. The products attributes
B. Consumer benefits
C. leverage points
D. personal values
E. All of the above*
2. Which are the types of advertising?
A. self-efficacy
B. response efficacy
C. humor*
D. positive consequence
1. The study of population
characteristics is known as what?
a. Psychographics
b. Cultural assimilator
c.
Demographics
d. Tactics
2. Declines in advertising
effectiveness that occur when advertising stops and consumers begin to forget
about the company is known as what?
a. Wear- out effects
b. Decay
effects
c. Carryover effects
d.
Threshold effects
Chapter
5
1. Who are the people who
actually develop and produce advertisements?
a. Advertising account
executives
b. Traffic Manager
c. General Manger
d. Creatives
2. When asked to identify
tissue brands, Kleenex is always at the head of the list. This is known as?
a. Top of the mind brands
b.
Promotional campaign
c.
Message theme
d.
Brand image
Chapter
6
1. In the Hierarchy of Effects
knowledge leads to what?
a. Preference
b. Liking
c. Conviction
d. Purchase
2. The final key phrase in an
ad, used to make the key point and reinforce the company’s image to the
consumer is known as what?
a. Visual Esperanto
b. Means-end chain
c.
Tagline
d.
Leverage points
Chapter 4
__________ is the process of identifying specific purchasing groups based on their needs, attitudes and interests.
A. Market Segmentation
B. Consumer Benefits
C. Budget Tactics
D. Communication Analysis
The largest part of the money spent in a typical business budget is on which of the following?
A. Advertising
B. Consumer Promotions
C. Trade Promotions
D. Payout Planning
Chapter 5
The key advertising personnel include the account executive, traffic manager and _______.
A. planning
B. marketing
C. creatives
D. janitors
When choosing an advertising agency it is not likely to be profitable for smaller businesses to choose:
A. in-house
B. external agency
C. magazines
D. newspapers
Chapter 6
A creative brief includes the objective,_______, message theme, the support and the constraints.
A. advertising theory
B. the target audience
C. the account execcutive
D. the brand
Visual ______ is the universal language that makes global advertising possible.
A. leverage
B. components
C. abstract images
D. Esperanto
__________ is the process of identifying specific purchasing groups based on their needs, attitudes and interests.
A. Market Segmentation
B. Consumer Benefits
C. Budget Tactics
D. Communication Analysis
The largest part of the money spent in a typical business budget is on which of the following?
A. Advertising
B. Consumer Promotions
C. Trade Promotions
D. Payout Planning
Chapter 5
The key advertising personnel include the account executive, traffic manager and _______.
A. planning
B. marketing
C. creatives
D. janitors
When choosing an advertising agency it is not likely to be profitable for smaller businesses to choose:
A. in-house
B. external agency
C. magazines
D. newspapers
Chapter 6
A creative brief includes the objective,_______, message theme, the support and the constraints.
A. advertising theory
B. the target audience
C. the account execcutive
D. the brand
Visual ______ is the universal language that makes global advertising possible.
A. leverage
B. components
C. abstract images
D. Esperanto
Chapter 4
1.
Sweeping guidelines concerning the essence of the company's marketing efforts
are:
A. Strategies
B. Tactics
C. Objectives
D. Goals
2.
A model that shows when additional expenditures on an advertising and
promotions have an adverse affect on profits is:
A. Marginal analysis
B. Promotions opportunity analysis
C. Communication market analysis
D. None of the above.
Chapter 5
1.
PDA is a model that helps the researcher understand individual psychological
drives toward indulgence, ambition, or individuality, which affect brand
choices. PDA stands for:
A. Personal Drive Analysis
B. Personal Digital Assistant
C. Progressive Democrats of America
D. Parenteral Drug Association
2. The People who actually develop and product advertisements are:
A. Creatives
B. Account Executives
C. Traffic Managers
D. None of the Above
Chapter 6
1. Which advertising theoretical approach can be used to develop leverage points?
A. Hierarchy of Effects Model
B. Means-End Theory
C. Visual and Verbal Imaging
D. Both A & B
2. The final key phrase in an ad, used to make the key point and reinforce the company's image to the consumer is:
A. Tagline
B. Headline
C. Amplification
D. Proof of Claim
A. Personal Drive Analysis
B. Personal Digital Assistant
C. Progressive Democrats of America
D. Parenteral Drug Association
2. The People who actually develop and product advertisements are:
A. Creatives
B. Account Executives
C. Traffic Managers
D. None of the Above
Chapter 6
1. Which advertising theoretical approach can be used to develop leverage points?
A. Hierarchy of Effects Model
B. Means-End Theory
C. Visual and Verbal Imaging
D. Both A & B
2. The final key phrase in an ad, used to make the key point and reinforce the company's image to the consumer is:
A. Tagline
B. Headline
C. Amplification
D. Proof of Claim
Chapter 4:
1) Which of these is NOT included in a typical marketing
budget?
a) Advertising
b) Consumer promotions
c) Trade promotions
d) Wholesaler promotions
2) According to Psychographic Val2 typology, Survivor Consumers
are NOT:
a) Safe
b) Secure
c)
Impulsive
d) Focused on needs
Chapter 5:
1) True or False. The media budget for large companies is:
75-15-10?
Answer: True
2) True or False. Boutique agencies provide a variety of
different services.
Answer: False
Chapter 6:
1) There are how many advertising appeals?
a)
7
b) 3
c) 9
d) Has not been counted
Answer: A
2) True or False. Sex or nudity in ads increase attention.
Answer: True
Chapter 4-
What are the two objectives a
promotions opportunity must accomplish?
A- determine which
promotional opportunities exist for the company and identify the characteristics
of each target audience so that suitable advertising and marketing
communications messages can reach them
What is a communication marketing
analysis?
A- the process of discovering the
organization's strengths and weaknesses in the area of marketing communication
and combining that information with an analysis of the opportunities and
threats present in the firms external environment
Chapter 5-
What is one of the steps in
selecting an agency?
A- Goal setting, selection criteria,
screen initial list of applicants, request client references, reduce list to
two or three viable agencies, request creative pitch, and then SELECT AN AGENCY
What perspectives do the collection
of information come from in the process of qualitative research?
A- anthropology, sociology, and
psychology
Chapter 6-
What are the seven types of
advertising appeals?
A- Fear, humor, sex, music,
rationality, emotions, and scarcity.
A juice advertisement that says
"forever on the lips, never on the hips" would be an example of which
appeal?
A-sex
What does PRIZM stand for?
answer: Potential Rating Index Zip Code Marketing
(T/F) POA is the process marketers use to identify target audiences for a company's goods and services.
answer: True
What does PDA stand for?
answer: Personal drive analysis
(T/F) Setting goals is not apart of choosing an agency?
answer; False
What are the key components of what the ad is going to be about?
answer:the objective, target audience,message theme, the support, the constraints
What are the two main advertising appeals?
answer: sex and fear
answer: Potential Rating Index Zip Code Marketing
(T/F) POA is the process marketers use to identify target audiences for a company's goods and services.
answer: True
What does PDA stand for?
answer: Personal drive analysis
(T/F) Setting goals is not apart of choosing an agency?
answer; False
What are the key components of what the ad is going to be about?
answer:the objective, target audience,message theme, the support, the constraints
What are the two main advertising appeals?
answer: sex and fear
1)
Developing brand awareness, increasing category demand, building customer
traffic, increasing sales, and encouraging repeat purchases are all examples
of:
A. Communication Objectives
B. Product positioning strategies
C. Threshold effects
D. Methods of determining a marketing communications budget
2)
________: the activities companies do to support overall promotional
strategies.
A. Strategies
B. Demographics
C. Psychographics
D. Tactics
Ch. 5
Advertising Management
3) All of
these are true "Pitching Do's" EXCEPT:
A. Do make a good first impression. Dress up, not down.
B. Do assume all clients are the same.
C. Do listen. Allow the client to talk.
D. Do your preparation. Know the client and its business.
4)
__________ concentrates on motivation, cognition, and learning.
A. Sociology
B. Psychology
C. Anthropology
Ch. 6
Advertising Design: Theoretical Frameworks and Types of Appeals
5) All are
reasons for using humor in ads EXCEPT:
A. Captures attention
B. Often wins creative awards
C. Low recall scores
D. Consumers enjoy ads that make them laugh.
6) The
objective, the target audience, the message theme, the support, and the constraints
are all main elements of:
A. Creative Brief
B. Heirarchy of Effects
C. Means-end theory
D. Visual and verbal imaging
1. Which of the following is not a duty of a Traffic Manager
a. manages schedules
b. manages workflow
c. develops and produces ads
2. Which of the following is not a document that creatives work with?
a. the objective
b. the flow theme
c. the support
Chapter 6
3. Marc Ecko is famous for what?
a. his urban apparel line
b. his cell phone company
c. producing rap music
4. What is true about sex appeal?
a. it is not as effective as it used to be
b. there has been an increase in it's involvement with GLBT themes
c. all of the above
1.) The takeoff point, threshold effects, concave downward function, and diminishing returns all make up what?
a.) S-Curve
b.) B-Curve
c.) F-Curve
d.) D-Curve
2.) What is the process of identifying specific purchasing groups based on their needs, attitudes, and interests?
a.) Market Segregation
b.) Market Segmentation
c.) Marketplace
d.) Market group
a. manages schedules
b. manages workflow
c. develops and produces ads
2. Which of the following is not a document that creatives work with?
a. the objective
b. the flow theme
c. the support
Chapter 6
3. Marc Ecko is famous for what?
a. his urban apparel line
b. his cell phone company
c. producing rap music
4. What is true about sex appeal?
a. it is not as effective as it used to be
b. there has been an increase in it's involvement with GLBT themes
c. all of the above
1.) The takeoff point, threshold effects, concave downward function, and diminishing returns all make up what?
a.) S-Curve
b.) B-Curve
c.) F-Curve
d.) D-Curve
2.) What is the process of identifying specific purchasing groups based on their needs, attitudes, and interests?
a.) Market Segregation
b.) Market Segmentation
c.) Marketplace
d.) Market group
Chapter 5:
1.) What is the standard commission for an Agency?
a.) 25%
b.) 35%
c.) 15%
d.) 35%
2.) Which one is NOT included in the steps to choosing an Agency?
a.) Set Goals
b.) Screen initial list of applicants
c.) Reduce list to 2-3 viable agencies
d.) Select amount of pay
Chapter 6:
1.) Which one is not one of the three theoretical frameworks?
a.) Hierarchy of advertising model
b.) Means and chain
c.) Hierarchy of effects model
d.) Visual and verbal imaging
2.) Visual images lead to __________________ towards the brands?
a.) Less favorable attitudes
b.) More favorable attitudes
c.) Moderately favorable attitudes
d.) absolutely no feeling at all
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