Q&A Hero

Q: 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.

Q: 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.

Q: 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.

Q: In a creative brief, the 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.

Q: In a 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.

Q: In 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.

Q: The first step in preparing a creative brief is to identify the: A) target audience. B) support. C) objective. D) message theme.

Q: 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.

Q: All of 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.

Q: Identify the most common advertising goals.

Q: In terms of campaign duration, changing ads within a campaign frequently will increase brand recall and enhance the probability the message will be embedded in the consumer's long-term memory.

Q: Maintaining consistent product positioning throughout a brand's life makes it more likely that a consumer will place the brand in his or her cognitive map.

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

Q: Repetition of visual elements, taglines, copy or other elements within an advertising campaign increases ad recall, but not brand recall.

Q: In terms of consistency, visual consistency is more important than written or verbal content.

Q: Consistency across advertising campaigns is ordinarily not a major concern in advertising management.

Q: The current trend in developing taglines is to make them longer.

Q: The key phrase in an advertisement, such as "Just Do It" for Nike is called a tagline.

Q: A recent trend in advertising is to involve media companies at the last stage in the campaign design process.

Q: Selecting the appropriate media requires an understanding of the media-usage habits of the company's target market and then matching that information with the profile of each medium's audience.

Q: Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.

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

Q: 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.

Q: When Chad is asked which brand of razor he is most inclined to buy, his response will be his top-choice brand.

Q: A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set when making a purchase decision.

Q: A top-of-mind brand creates the impression that it is the easiest to buy.

Q: Successful brands exhibit two characteristics: top-choice and top-preference.

Q: A key component of building brand image and brand equity is developing brand awareness.

Q: Building a strong global brand and corporate image is an important advertising goal.

Q: All of the following statements about campaign duration are true except: A) changing ads within a campaign too frequently can impede message retention. B) typical duration for most campaigns is around 1 year. C) a campaign should last long enough for the message to be embedded in consumers' long-term memories. D) the criterion typically used to determine when to change a campaign is wear-out effect.

Q: All of the following statements about variability theory are true except: A) ads placed in varying environments increase recall and improves encoding of the message. B) variability can be obtained by modifying the product positioning strategy used within the campaign. C) placing an advertisement in two different media would be an example of variability theory. D) variability can be obtained by changing the situational context of an ad.

Q: A consumer seeing an advertisement in different environments to enhance encoding of the message is based on: A) the creative brief. B) product positioning. C) variability theory. D) the tagline.

Q: The key phrase in an advertisement that is memorable and identifies the uniqueness of the brand is: A) the creative brief. B) product positioning. C) variability theory. D) a tagline.

Q: A recent trend in media selection is to: A) put media planners on the creative team. B) use account planners to work with advertising agencies in designing advertising campaigns. C) involve media companies in the latter stages of advertising campaign design. D) involve media companies in the early stages of the advertising design process.

Q: In media selection in the business-to-business sector, it is important to know: A) the trade journals and business publications members of the buying center read. B) the television shows the members of the buying center watch. C) where the buying center members go for product information. D) which media the deciders use for product information.

Q: When a 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 achieve the goal of: A) building brand image. B) informing. C) persuading. D) encouraging action.

Q: 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 to: A) encourage action. B) inform. C) persuade. D) support other marketing efforts.

Q: An advertisement for an Applebee's restaurant that provides information about its location, operating hours, and different types of food it offers seeks to achieve which advertising goal? A) Build brand image B) Inform C) Persuade D) Support other marketing efforts

Q: 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 of: A) building brand image. B) persuasion. C) encouraging action. D) informing.

Q: 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) build brand awareness. B) inform. C) persuade. D) support other marketing efforts.

Q: 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.

Q: 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.

Q: A customer who always buys Coke and Dr. Pepper, and no other brands, holds these two products as: A) quality brands. B) price brands. C) top-choice brands. D) continuous choices.

Q: 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.

Q: A customer who reports that Lexus is the first car he thinks of in the "luxury automobile" category is describing a ________ brand. A) top-of-mind B) top-choice C) quality choice D) top-of-industry

Q: A top-of-mind brand is the: A) company's chief competitor, as identified by a competitive analysis. B) brand that comes to mind in a product category when asked to name the first brands a person can think of. C) most expensive good or service in a product category. D) purchasing alternative when the primary product is not available.

Q: From the methods listed below, the best method for building brand awareness is: A) consumer promotions. B) advertising. C) trade promotions. D) personal selling.

Q: All of the following are examples of advertising goals except: A) building brand image. B) defending against lawsuits. C) to inform. D) to persuade.

Q: Advertising goals are derived from: A) communications market analysis. B) the message theme. C) communication objectives. D) the mission statement of the company.

Q: Describe the work of the creative in creating an advertising campaign.

Q: What roles do advertising account executives play in developing campaigns?

Q: One of the tasks of the account planner is to make sure the creative team at the advertising agency understands the consumer, or business, that is being targeted by the advertising campaign.

Q: The account planner works closely with the account executive to schedule meetings and to explore the various media options that can be used during the campaign.

Q: Creatives are the people who actually develop and produce advertisements.

Q: A traffic manager is the person who schedules media for advertising.

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

Q: An advertising account planner is the key go-between for the advertising agency and the client company.

Q: Within an advertising agency, the voice of the consumer is represented by the: A) account executive. B) creative. C) account planner. D) media planner.

Q: 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) Account planner

Q: The ________ develops and produces the actual advertisement. A) account executive B) creative C) account planner D) media planner

Q: The ________ 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) account planner B) traffic manager C) media buyer D) media planner

Q: The account executive normally performs all of the following functions except: A) actively seeks new accounts. B) serves as a liaison between the client and the agency. C) prepares ad copy. D) helps define the theme of the overall IMC campaign.

Q: The key go-between for the advertising agency and a client company is usually the: A) account executive. B) creative. C) account planner. D) traffic manager.

Q: Name the steps involved in selecting an advertising agency.

Q: If a company's marketing manager says, "I have a good feeling about working with this advertising agency," chemistry is probably present.

Q: Chemistry is the feeling that an advertising agency and a client company will work well together.

Q: Normally every company that asks to be considered for an advertising campaign will prepare a creative pitch as part of the application.

Q: When two or more companies compete for a contract with their own creative pitches, the process is called a shootout.

Q: In terms of selecting an advertising agency, a creative pitch is a formal presentation addressing a specific problem, situation, or set of questions.

Q: Knowing an advertising agency's client retention rate helps reveal how effective the agency has been in working with various clients.

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

Q: 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.

Q: Winning a variety of advertising awards for creativity assures a company that an advertising agency can be objective in developing a campaign.

Q: 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.

Q: If an advertising agency had represented a dine-in restaurant in the past but no longer has the account, it would be a conflict of interest for another dine-in restaurant to hire the agency.

Q: When an advertising agency has relevant experience in a particular product category but not with a particular brand, it creates a conflict of interest.

Q: Matching the size of an advertising agency to the size of the client company is typically not a key issue in agency selection.

Q: 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.

Q: The first step in selecting an advertising agency is to decide the criteria that will be used for the selection process.

Q: 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.