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Chapter 5
Chapter 5
Chapter 5
Chapter 5
Chapter 5
100
If a company wanted to use a boutique agency for developing a special contest or sweepstakes event, who should be contacted?
a consumer promotion agency
100
When advertising is combined with other marketing efforts into an integrated effort around a theme, it is a:
promotional campaign
100
The element of an advertisement that taps into or activates a person's value system is a(n):
leverage point
100
In terms of the 75/15/10 rule, the 15% represents the:
money spent for the creative work
100
The advertising goal that hopes that consumers recognize and remember a particular brand or company name when they consider purchasing option
building brand awareness
200
When conducting qualitative research during advertising research, each of the following perspectives are typically used, except: sociology statistics psychology anthropology
statistics
200
The first step in selecting an advertising agency is to:
set goals
200
In the consumer sector, advertising tends to:
be the primary vehicle for communicating to customers
200
What are the 6 steps in choosing an agency?
1. set goals 2. select process and criteria 3. screen initial list of applicants 4. request client references 5. reduce list to two or three viable agencies 6. request creative pitch
200
An infomercial is an example of what type of advertising goal?
to encourage action
300
The key idea or ideas contained in an advertisement are referred to as a(n):
message theme
300
Within the advertising agency, the voice of the consumer is represented by the:
account planner
300
Asking two or more advertising companies to make a creative pitch is sometimes called:
conducting a shootout
300
A type of research that involves identifying key product characteristics that become selling points.
product-specific research
300
An example of this type of advertising goal would be showing consumers the negative consequences of failing to use a particular brand
to persuade
400
In business-to-business situations, being top-of-mind or top-choice is most important in:
modified rebuy situations
400
A brand that is both top-of-mind and top-choice reflects:
a high level of brand equity
400
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: conducting a shootout studying past media purchases offering the contract studying the firm's client retention rate
studying the firm's client retention rate
400
A type or research that helps marketers understand the context of a product's use
consumer-oriented research
400
An example of this type of advertising goal would be the Mcdonalds Monopoly game
supporting marketing efforts
500
The key go-between for the advertising agency and a client company is usually the:
account executive
500
Advertising goals are derived from
communication objectives
500
The design of an advertisement that attracts attention or presents information is called the:
appeal
500
What are the 5 advertising goals?
1. to build brand awareness 2. to inform 3. to persuade 4. to support other marketing efforts 5. to encourage action
500
This advertising budget involves continuous advertising during the year with bursts of higher intensity at specific times.
pulsating schedule