Question 1

Your authors indicate that successful advertising and marketing begins with a good:

Accepted Answer

A)  product or service.
B)  situation analysis.
C)  pinpointing of prospects.
D)  knowledge of the competition.
E)  plan of action.

Question 2

Which of the following would be true about research-the final phase in an advertising campaign?

Accepted Answer

A)  defines specific and measurable goals
B)  It entails testing the campaign's success.
C)  assesses whether the campaign came in on budget
D)  presentation of marketing goals
E)  lays out the media plan

Question 3

Activities such as dealer displays, in-store activities, premiums, cooperative advertising, and coupon offers are all part of the ________ plan.

Accepted Answer

The answer of Activities such as dealer displays, in-store activities,...

Question 4

Similarity or continuity in an ad campaign can be achieved via all of the following EXCEPT:

Accepted Answer

A)  aurally.
B)  verbally.
C)  orally.
D)  visually.
E)  attitudinally.

Question 5

For about 55 years, DuPont used a tagline for its campaign that began with Better Things for Better Living.... It dropped ________.

Accepted Answer

The answer of For about 55 years, DuPont used a...

Question 6

Continuity in a successful advertising campaign is about the ________ of one ad to another in a campaign.

Accepted Answer

A)  benefits
B)  theme
C)  key copy points
D)  relationship
E)  attitudinal characteristics

Question 7

Many marketing experts believe that advertisers should change their campaigns more often to keep things interesting.

Accepted Answer

A) True 
 B)False

Question 8

Why should you think in terms of creating a campaign rather than running an ad?

Accepted Answer

Thinking in terms of creating a campaign...

Question 9

Discuss the role of diversity in effective advertising.

Accepted Answer

Diversity plays a crucial role in effect...

Question 10

Explain what a situation analysis should accomplish, and list the major steps involved in conducting one.

Accepted Answer

A situation analysis should accomplish a...

Question 11

Which companies have effectively used attitudinal similarity, and how?

Accepted Answer

Attitudinal similarity refers to the deg...

Question 12

Repeating benefits, theme and key copy points in campaign ads bestows continuity across all media and helps:

Accepted Answer

A)  brand equity.
B)  brand influence.
C)  brand direction.
D)  brand personality.
E)  brand preference.

Question 13

When seeking management approval for a campaign, it's wise to refer to such statements as "promoting a specific service" or "launching a new product," which are examples of:

Accepted Answer

A)  advertising goals.
B)  marketing goals.
C)  public relations objectives.
D)  sales promotion objectives.
E)  integrated communications goals.

Question 14

Why is remaining media neutral important to marketers in the twenty-first century?

Accepted Answer

Remaining media neutral is important to ...

Question 15

The second stage of the ________ helps managers determine if advertising campaign goals were met.

Accepted Answer

The answer of The second stage of the ________ helps...

Question 16

For a campaign, after you have analyzed your product for its strengths and weaknesses, the next step is to identify the ________.

Accepted Answer

The answer of For a campaign, after you have analyzed...

Question 17

A series of planned actions is a ________ and it is usually expected to run for an extended period of time-from 17 months to years.

Accepted Answer

The answer of A series of planned actions is a...

Question 18

Which of the following did Toyota NOT use to introduce its Yaris to its target audience?

Accepted Answer

A)  "mobisodes" via Sprint
B)  a profile on Facebook
C)  a profile on MySpace
D)  a contests for consumer-generated spots
E)  in a series of comedy sketches on MadTV

Question 19

In order to convey aural continuity, which of the following would you do?

Accepted Answer

A)  use the same announcer
B)  use the same ad agency
C)  use the same tape editor
D)  use the same buying service
E)  use a distinguished announcer

Question 20

Any analysis of the competition should include:

Accepted Answer

A)  assessment of only the indirect competition.
B)  assessment of specific brands and products that may compete with your brands and products.
C)  assessment of the direct competition only.
D)  assessment of product categories or subcategories to which they belong.
E)  assessment of the management mandate under which they conduct their advertising.

Exam 22: The Complete Campaign

Continuity in a successful advertising campaign is about the ________ of one ad to another in a campaign.

Correct AnswerverifiedShow Answer

Many marketing experts believe that advertisers should change their campaigns more often to keep things interesting.

Correct AnswerverifiedShow Answer

Similarity or continuity in an ad campaign can be achieved via all of the following EXCEPT:

Correct AnswerverifiedShow Answer

When seeking management approval for a campaign, it's wise to refer to such statements as "promoting a specific service" or "launching a new product," which are examples of:

Correct AnswerverifiedShow Answer

Which companies have effectively used attitudinal similarity, and how?

Correct AnswerAnswered by ExamLex AIAttitudinal similarity refers to the deg...View AnswerShow Answer

Repeating benefits, theme and key copy points in campaign ads bestows continuity across all media and helps:

Correct AnswerverifiedShow Answer

Why is remaining media neutral important to marketers in the twenty-first century?

Correct AnswerAnswered by ExamLex AIRemaining media neutral is important to ...View AnswerShow Answer

Why should you think in terms of creating a campaign rather than running an ad?

Correct AnswerAnswered by ExamLex AIThinking in terms of creating a campaign...View AnswerShow Answer

Your authors indicate that successful advertising and marketing begins with a good:

Correct AnswerverifiedShow Answer

Any analysis of the competition should include:

Correct AnswerverifiedShow Answer

For a campaign, after you have analyzed your product for its strengths and weaknesses, the next step is to identify the ________.

Correct AnswerverifiedShow Answer

Explain what a situation analysis should accomplish, and list the major steps involved in conducting one.

Correct AnswerAnswered by ExamLex AIA situation analysis should accomplish a...View AnswerShow Answer

For about 55 years, DuPont used a tagline for its campaign that began with Better Things for Better Living.... It dropped ________.

Correct AnswerverifiedShow Answer

The second stage of the ________ helps managers determine if advertising campaign goals were met.

Correct AnswerverifiedShow Answer

Which of the following did Toyota NOT use to introduce its Yaris to its target audience?

Correct AnswerverifiedShow Answer

In order to convey aural continuity, which of the following would you do?

Correct AnswerverifiedShow Answer

A series of planned actions is a ________ and it is usually expected to run for an extended period of time-from 17 months to years.

Correct AnswerverifiedShow Answer

Discuss the role of diversity in effective advertising.

Correct AnswerAnswered by ExamLex AIDiversity plays a crucial role in effect...View AnswerShow Answer

Which of the following would be true about research-the final phase in an advertising campaign?

Correct AnswerverifiedShow Answer

Activities such as dealer displays, in-store activities, premiums, cooperative advertising, and coupon offers are all part of the ________ plan.

Correct AnswerverifiedShow Answer

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Answered by ExamLex AI
Attitudinal similarity refers to the deg...
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Answered by ExamLex AI
Remaining media neutral is important to ...
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Answered by ExamLex AI
Thinking in terms of creating a campaign...
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Correct Answer
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Correct Answer
Answered by ExamLex AI
A situation analysis should accomplish a...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
Answered by ExamLex AI
Diversity plays a crucial role in effect...
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Correct Answer
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Correct Answer
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