Questions for exam 2

Chapter 3

Who is responsible for the total management of the brand including planning, budgeting, sales and profit performance?
-brand manager *
-advertising manager
-client
-advertising agency

What are the 5 roles played in a buying center?
-users, buyers, influencer, deciders, gatekeepers*
- users, buyers, seller, deciders, gatekeepers
- users, buyers, seller, deciders, bookkeepers
- users, buyers, influencer, deciders, sellers

Straight rebuy is:
-company needs to consider and evaluate alternatives
-firm has previously chosen a vender and wishes to make a reorder
-the company is buying the service for the first time

What is the major reason for an in-house agency?
-to reduce advertising and promotion costs
-provide related work such as sales presentations and sales force materials
-all of the above

Chapter 4

What is the first stage of the consumer decision making process?
-problem recognition*
-information search
-purchase decision
-alternative evaluation

What is the last stage of the consumer decision making process?
-problem recognition
-information search
- post purchase evaluation*
-alternative evaluation

What are the five hierarchy needs by Abraham Maslow?
- physiological, safety, grace/love and belonging, esteem, self actualization
- physiological, safety, social/love and belonging, self-control, self actualization
- physiological, attitude, social/love and belonging, esteem, self actualization
-physiological, safety, social/love and belonging, esteem, self actualization*

External sources of information include:
-personal sources
-marketer/controlled sources
-public sources
-all of the above*

Chapter 5


What are the three stages of the AIDA model?
-cognitive, sales, behavioral
-cognitive, innovative, behavioral
-cognitive, affective, behavioral*
-cognitive, optional, behavioral


Developing an advertising campaign management strategy is the ______ step in advertising management.
-first
-second
-third*
-forth

There are three academic disciplines that play a role in advertising research, what are they?
-math, English, physics
-speech, math, astronomy
-sociology, anthropology, psychology*
-math, speech, English

How many steps are involved in selecting an advertisng agency?
-6 steps*
-10 steps
-5 steps
-4 steps

Chapter 6

The five main elements of a creative brief are?
-objective, target audience, sales, support, idea
-objective, target audience, message theme, support, idea
-objective, target audience, sales, support, constraints
-objective, target audience, message theme, support, constraints *

How many stages are in the hierarchy of effects model?
-6*
-2
-3
-4


An incidental part or the primary theme of the ad is:
-people
-objects
-music*
-animations

_____ is the idea that there is a limited supply of the product?
-Withdrawal
-Scarcity*
-Scarce
-Limited Item

Chapter 7


How many types of messages strategies can be used?
-5
-4
-3*
-1

The primary goal of the conative messge strategy is?
-to elicit behavior*
-to sell a worthy product
-to spend as little as possible on an ad
-bring attention to the product

_______Is the best medium for demonstration-type ads?
-radio
-newspaper
-television*
-billboards

What are the four main types of sources or spokespersons?
-celebrities, CEOs, experts, and typical persons*
-clients, CEOs, experts, persons
-clients, CEOS, celebrities, persons