Question 1

As David reads the copy for his hotel's upcoming magazine, he worries that no one will read all the details that his hotel has to offer.Therefore, he focuses his creative efforts on the:
A)copy.
B)body.
C)text.
D)signature.
E)headline.

Accepted Answer

By focusing on creating a strong headline, David can capture the reader's attention and entice them to read further into the magazine. A catchy and informative headline can make a big difference in whether or not someone reads the rest of the content.

Question 2

Word-of-mouth communication is not especially important when people are choosing automotive, medical and personal services such as hair care.

Accepted Answer

Word-of-mouth communication is considered very important when people are selecting services such as automotive, medical, and personal services like hair care. According to studies, around 92% of consumers rely on personal recommendations when choosing a service provider.

Question 3

During the development of an advertising campaign, benchmarks must be included in the:
A)campaign platform.
B)evaluation of advertising effectiveness.
C)statement of advertising objectives.
D)media plan.
E)budget.

Accepted Answer

Benchmarks are included in the statement of advertising objectives to measure the success of the campaign against specific goals.

Question 4

The maker of Huggies nappies is developing a media plan that involves trying to expose its target audience to its new advertisement a total of 10 times.The aim of this advertising campaign is:
A)reach.
B)repetition.
C)frequency.
D)targeting.
E)exposure.

Accepted Answer

The aim of the advertising campaign is to achieve a frequency of 10 exposures to the target audience. Frequency refers to the number of times a person is exposed to an advertisement, so the goal here is to have the target audience see the new advertisement 10 times.

Question 5

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market.

Accepted Answer

Product placement is a real advertising technique in which products or promotions are integrated into TV shows, movies, video games, and other forms of entertainment media to reach the target audience.

Question 6

The assumption that sales create advertising is a disadvantage of which approach to setting an advertising budget?
A)Arbitrary
B)Objective-and-task
C)Match-competition
D)Percent-of-sales
E)Consumer-survey

Accepted Answer

The percent-of-sales approach assumes that advertising is a result of sales, which can be a disadvantage because it doesn't consider the potential for advertising to drive sales growth.

Question 7

The last stage in the development of any advertising campaign is:
A)creating the advertising platform.
B)developing the media plan.
C)creating the advertising message.
D)evaluating the effectiveness of the advertising campaign.
E)defining the advertising objectives.

Accepted Answer

The last stage in the development of any advertising campaign is evaluating the effectiveness of the advertising campaign. This is done to measure the impact of the advertising on the target audience, identify any areas for improvement, and assess the return on investment (ROI) of the campaign.

Question 8

After the advertising budget has been determined, the next step in building an advertising campaign is:
A)creating the advertising message.
B)creating the advertising platform.
C)evaluating the advertising objectives.
D)executing the campaign.
E)developing the media plan.

Accepted Answer

After determining the advertising budget, the next step is to develop the media plan, which involves deciding where and when the ads will appear to effectively reach the target audience.

Question 9

Danielle Robinson, account representative for Expert Advertising, tells D'Orazio Tile Products that she is proposing to use five full-page, four-colour ads in home decorating magazines to achieve an increase of 15 per cent in consumer and builder inquiries.This approach is an example of which method of determining advertising expenditure levels?
A)Competitive parity
B)Percent-of-sales
C)Arbitrary
D)Affordability
E)Objective-and-task

Accepted Answer

This approach is an example of the objective-and-task method, where the advertising expenditure is based on the specific objectives of the campaign, such as increasing consumer and builder inquiries by 15%. This method involves determining the tasks that need to be accomplished, estimating the costs associated with each task, and then setting the advertising budget accordingly.

Question 10

One aspect of promotion is that it does not inform consumers about product uses, features, benefits and prices, but it does let consumers know where the product can be bought.

Accepted Answer

Promotion can inform consumers about product uses, features, benefits and prices, in addition to letting consumers know where the product can be bought.

Question 11

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centred advertising by the firm's agency.'We have the best customer service in town, and I feel that is what we should be hanging our hats on', he states.This statement would most appropriately be used in which stage of campaign development?
A)Determining the appropriations
B)Creating the platform
C)Identifying the target
D)Defining objectives
E)Developing the media plan

Accepted Answer

Frederick Griffith is suggesting a shift in the messaging focus of the advertising campaign, which is the objective of the platform development stage. The other options are not relevant to the statement made by Griffith.

Question 12

Reinforcement advertising is primarily targeted at:
A)new potential target markets.
B)users of competitors' brands and products.
C)anyone who uses that type of product.
D)all the stakeholders of an organisation.
E)the current users of a particular product.

Accepted Answer

Reinforcement advertising is targeted towards the current users of a particular product, with the aim of reinforcing their brand loyalty and encouraging repeat purchases. The goal is to remind them of the benefits of the product and keep them satisfied with their purchase. It is not targeted at new potential markets, users of competitors' brands, or all stakeholders of an organization.

Question 13

An advantage of the arbitrary approach in determining the advertising appropriation is its:
A)objectivity.
B)uniqueness.
C)profitability.
D)effectiveness.
E)expediency.

Accepted Answer

The arbitrary approach is expedient, meaning it involves making a quick and practical decision without necessarily considering all factors. This approach may be useful in situations where time is of the essence, but it can lead to inconsistent or inaccurate allocations of resources.

Question 14

After the target audience for an advertising campaign has been identified and analysed, marketers should then:
A)create the advertising platform.
B)develop the media plan.
C)create the advertising message.
D)evaluate the effectiveness of advertising.
E)define the advertising objectives.

Accepted Answer

The answer of After the target audience for an advertising...

Question 15

Artwork, a major part of most advertisements, consists of the:
A)illustration and signature.
B)illustration and layout.
C)illustration and typeface used in the headlines.
D)layout and signature.

Accepted Answer

Artwork includes both the illustration and the layout, while the signature (or logo) is a separate element. The typeface used in the headlines is also important, but it is not considered part of the artwork.

Question 16

While promotion does not create needs, it does capitalise on them.

Accepted Answer

Promotion aims to attract consumers who already have a need or desire for a particular product or service. It does not create needs, but it does influence consumers to choose one product or service over another by highlighting the benefits and value propositions of the offering.

Question 17

After developing the advertising budget for the Eos automobile, marketing managers at Volkswagen determined what proportion of that budget would be spent on magazine, television and radio advertisements based on the cost effectiveness of each.This subsequent allocation of the budget is known as a(n) __________ plan.
A)advertisement
B)media
C)arbitrary allocation
D)objective-and-task
E)per cent-of-sales

Accepted Answer

The subsequent allocation of the advertising budget based on the cost effectiveness of each type of media is known as a media plan. Option A is incorrect because an advertisement plan is not a commonly used term, and it does not accurately describe the situation described in the question. Option C is incorrect because arbitrary allocation is not based on any specific criteria and is therefore unlikely to be used by professional marketing managers. Option D (objective-and-task) and option E (percent-of-sales) are incorrect because they describe different approaches to developing the overall advertising budget rather than allocating the budget across different media.

Question 18

The first stage in the development of any advertising campaign is:
A)creating the message.
B)setting the budget.
C)identifying the advertising target audience.
D)defining the advertising objectives.
E)creating the advertising platform.

Accepted Answer

Identifying the advertising target audience is the first stage in the development of any advertising campaign. This helps in shaping the message, setting the budget, defining the objectives, and creating the advertising platform. Knowing the target audience is essential for effective advertising as it helps in creating a tailored message that resonates with the audience.

Question 19

As Jetstar Airways puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have a strong effect on the selection of its advertising:
A)message.
B)budget.
C)platform.
D)audience analysis.
E)objectives.

Accepted Answer

The answer of As Jetstar Airways puts together its advertising...

Question 20

The verbal portion of an advertisement, including headlines, body and signature, is called the:
A)artwork.
B)copy.
C)storyboard.
D)layout.
E)script.

Accepted Answer

The term "copy" refers to the written content of an advertisement, which includes headlines, body, and signature.

Quiz 12: Integrating Marketing Communications

As David reads the copy for his hotel's upcoming magazine, he worries that no one will read all the details that his hotel has to offer.Therefore, he focuses his creative efforts on the:

Word-of-mouth communication is not especially important when people are choosing automotive, medical and personal services such as hair care.

During the development of an advertising campaign, benchmarks must be included in the:

The maker of Huggies nappies is developing a media plan that involves trying to expose its target audience to its new advertisement a total of 10 times.The aim of this advertising campaign is:

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market.

The assumption that sales create advertising is a disadvantage of which approach to setting an advertising budget?

The last stage in the development of any advertising campaign is:

After the advertising budget has been determined, the next step in building an advertising campaign is:

One aspect of promotion is that it does not inform consumers about product uses, features, benefits and prices, but it does let consumers know where the product can be bought.

Reinforcement advertising is primarily targeted at:

An advantage of the arbitrary approach in determining the advertising appropriation is its:

After the target audience for an advertising campaign has been identified and analysed, marketers should then:

Artwork, a major part of most advertisements, consists of the:

While promotion does not create needs, it does capitalise on them.

The first stage in the development of any advertising campaign is:

As Jetstar Airways puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have a strong effect on the selection of its advertising:

The verbal portion of an advertisement, including headlines, body and signature, is called the: