Exam 9: Overview of Advertising Management

Of the product categories of automobiles,computers and software,drugs,food,personal care items,and telephone service,the category of automobiles has the highest average advertising-to-sales ratio.

Advertising that teaches new uses for existing brands is known as _____.

The difference between advertising and public relations is that,for advertising,media exposure is paid for by the advertiser,and for public relations it is not.

Which agency compensation method is closely aligned with the advertiser's sales?

Which product category has the highest average advertising-to-sales ratio?

An ad price elasticity coefficient of 0.15 indicates that a one percent increase in ad expenditures increases volume by 15 percent.

Which of the following is an advertising function?

Creating better,more creative,and stronger advertising than competitors can lead to increased market shares.

To distinguish advertising,which typically is conveyed via print,TV,radio,the Internet,etc.,from person-to-person forms of communication,including personal selling and word of mouth,the term _____ communication is used.

Which of the following is a form of advertising agency compensation?

Primary demand is creating demand for a specific company's brand.

Advertising management generally involves the organization that has a product or service to advertise and an independent agency,or agencies,responsible for creating ads,making media choices,and measuring results.

One advantage of purchasing advertising services a la carte from specialized agencies is potential cost efficiencies.

Usage expansion advertising consists of teaching new uses for existing brands.

Over half of world-wide ad spending takes place in which country?

Advertising strategy implementation involves setting objectives,devising budgets,creating messages,and developing the media strategy.

Whether one chooses to invest or disinvest in advertising a brand depends largely on expectations about how advertising will influence a brand's sales volume and revenue.

The most common advertising agency compensation method today is a labor-based fee system.

An advertisement that was designed to keep a company's brand fresh in the consumer's memory performs the advertising function of _____.

Rick's job at a major consumer goods manufacturer is to oversee the process of setting advertising objectives,devising budgets,message creation,and determining media strategy.Rick is involved in _____.