Accounting
Anthropology
Archaeology
Art History
Banking
Biology & Life Science
Business
Business Communication
Business Development
Business Ethics
Business Law
Chemistry
Communication
Computer Science
Counseling
Criminal Law
Curriculum & Instruction
Design
Earth Science
Economic
Education
Engineering
Finance
History & Theory
Humanities
Human Resource
International Business
Investments & Securities
Journalism
Law
Management
Marketing
Medicine
Medicine & Health Science
Nursing
Philosophy
Physic
Psychology
Real Estate
Science
Social Science
Sociology
Special Education
Speech
Visual Arts
Question
(p.73)Which of the following statements is true about account planning?
A.It is a method used to benchmark competitors.
B.It is a hybrid discipline that bridges the gap between the traditional agency research, account management and creative departments.
C.It does not include any consumer research.
D.It is the reorganization of an advertiser for the purpose of improving its image.
E.It is a service provided by creative boutiques, which allow the advertiser to choose generic ads that can be customized.
Answer
This answer is hidden. It contains 222 characters.
Related questions
Q:
(p.117-118)Once a company decides to use indirect rather than direct distribution, it must choose one of the three strategies of distribution. Discuss what each choice means in terms of product availability to final consumers.
Q:
(p.112-113)Discuss importance of product differentiation with respect to perceptible differences, hidden differences, and induced differences.
Q:
(p.117)The distribution and promotion cost in selective distribution tend to increase as the number of outlets gets limited.
Q:
(p.111)A marketer of Kikkoman brand soy sauce would need to stimulate selective demand for its new line of low-sodium sauces.
Q:
(p.110-111)A marketer of Muir Glen brand organic soups would want to stimulate primary demand for its brand of soups.
Q:
(p.97)Advertising for a movie that tells you the movie is a "family-filled riot of fun" is using benefit segmentation.
Q:
(p.95-96)Purchase occasion is one way marketers create benefit segmentation.
Q:
(p.94)A target market can be classified into two types, namely, consumer markets and business markets.
Q:
(p.60)The three primary types of ads placed in local media are product, classified, and:
A.service.
B.retail.
C.governmental.
D.corrective.
E.institutional.
Q:
(p.59)Retailers like The Home Depot use television, catalogs, the Internet and magazines to transmit its advertising message to consumers. In terms of the four distinct groups around which advertising is organized, The Home Depot uses:
A.message channels.
B.media.
C.message handlers.
D.transmission channels.
E.communication channels.
Q:
(p.58-59)Advertising is organized around four distinct groups. One of these groups is the advertisers. This group is often referred to as the:
A.senders.
B.encoders.
C.clients.
D.customers.
E.suppliers.
Q:
(p.73)Define account planning.
Q:
(p.71)On what bases are advertising agencies normally classified?
Q:
(p.62)What do you understand by cooperative advertising?
Q:
(p.77-78)Why are many influential advertisers demanding that agencies replace commissions with a payment-for-performance approach?
Q:
(p.15)When did the industrial age begin?
Q:
(p.10)What are the fundamental assumptions of free market economics that a market-driven society strives to achieve?
Q:
(p.10)One of the principles of free-market economics is that our market-driven society believes in "self-interest". What does this mean?
Q:
(p.8)What is the ultimate goal of the marketing process?
Q:
(p.15-17)What were the significant events that characterized the industrial age in the United States?
Q:
(p.14-15)Describe how advertising evolved during the industrializing age.
Q:
(p.14-15)Describe how wholesalers used advertising in industrializing age.
Q:
(p.12-14)Describe how advertising evolved during the pre-industrial age.
Q:
(p.9-10)List and briefly describe the four fundamental assumptions of free-market economics.
Q:
(p.23)In 1914, Congress passed the Federal Trade Commission Act to protect the public's health and control drug advertising.
Q:
(p.14)The industrializing age lasted roughly until the end of World War I.
Q:
(p.14)Benjamin Franklin was an early critic of advertising.
Q:
(p.9)The marketing strategy refines the target audience and defines what responses the advertiser is seekingwhat the audience should notice, think, and feel.
Q:
(p.33)According to the abundance principle, what two important functions does advertising perform?
Q:
(p.53)What are the two operating arms of the National Advertising Review Council (NARC)? Briefly explain the function of each.