Marketing Final Exam

Strategy c continuity program d flight e creative

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: legal and encouraged in the United States. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 29. A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals is referred to as a(n): a. advertising campaign b. message strategy c. continuity program d. flight e. creative program ANS: A This is the definition of an advertising campaign. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 30. An advertising campaign: a. may contain a wide variety of themes and slogans extends for a defined period of time continues for the life of the product starts with determining which media will be used rarely has a specific budget b. c. d. e. ANS: B The advertising campaign is a series of related advertisements that focus on a common theme, slogan, and set of advertising appeals and extends for a defined period of time. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 31. A(n) _____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period. a. advertising objective b. marketing mix c. media schedule d. advertising life span e. promotional mix ANS: A This is the definition of an advertising objective. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 32. Before any creative work can begin on an advertising campaign, it is important to: a. determine what goals or objectives the advertising should achieve b. set the marketing budget c. decide what executional style to use in the ads d. see if sales promotion is more important e. hire a spokesperson ANS: A The first step in any advertising campaign is to set advertising objectives. PTS: 1 Thinking REF: 268 OBJ: 17-3 TOP: AACSB Reflective KEY: CB&E Model Promotion MSC: BLOOMS Comprehension 33. The first step in the advertising campaign decision process is to: a. make media decisions b. evaluate the campaign c. determine campaign objectives d. develop advertising copy e. make creative decisions ANS: C Before any creative work can begin on an advertising campaign, it is important to determine what goals or objectives the advertising should achieve. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 34. One method used for setting advertising objectives is: a. campaign budgeting b. objective and task c. the DAGMAR approach d. percentage of sales e. contribution margin ANS: C DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion 35. DAGMAR is an acronym for: a. b. c. d. e. OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension Defining and Achieving Goals Means Advertising Reach Developing Aggressive Markets Designing Advertising with Market Re...
View Full Document

This document was uploaded on 09/29/2013.

Ask a homework question - tutors are online