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Exam 5: Advertising Management

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Question 1

Multiple Choice

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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.

E) A) and C)
F) B) and D)

Correct Answer

verified

C

Question 2

True/False

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A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.

A) True
B) False

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Question 3

True/False

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Variability theory suggests that a consumer seeing an advertisement in different environments will increase recall and effectiveness.

All of the following statements about campaign duration are true except:

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

An advertising account executive is the person who actually develops and produces the advertisement.

Visual Esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

A marginal analysis is used to portray how returns on additional advertising expenditures are related to incremental increases in sales.

Pepsi and Coke both have reached the point that investing more dollars in advertising yields smaller increases in sales. Which is present?

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

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. Copy talks about how Campbell's Soup is the best. The advertising goal of this advertisement is to:

A disclaimer warranty typically specifies each of the following except:

Contrast the advantages of using an in-house advertising or marketing department to hiring an external advertising agency.

An in-house advertising department is likely to be more objective than an external advertising agency and also have a better understanding of consumers and trends.

In a radio advertisement, if a consumer can see an image in the mind, then the effect is greater:

Liking follows awareness and knowledge in the hierarchy of effects model.

If a radio advertisement conjures images that consumers can see clearly in their minds, the effect may be greater than seeing an actual visual portrayal.

Crowdsourcing is the process of outsourcing the production aspect of an advertisement to the public.

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

Persuasive advertising is used more in the business-to-business sector than in consumer marketing.