Deck 22: The Complete Campaign

Question 1

In a situation analysis, which of the following would NOT be a question for identifying the prime prospects?

A)Can we visualize the typical consumer?
B)Who are the heavy users?
C)What are the significant demographic characteristics of our customers?
D)What are the psychographic characteristics of our customers?
E)How do they fit in the 70/30 rule?

Answer 1

E

Question 2

When marketers talk about being "media neutral," they are indicating that:

A)they use advertising in vehicles that have no bias.
B)they choose only to use advertising in their campaigns.
C)they have no bias toward or against advertising, public relations, or any other specific discipline that comprise IMC when it comes to gaining maximum ROI.
D)they will typically select public relations as the first choice of promotional tools to kickoff a campaign because PR folks know how to deal with media.
E)all models used will be ethnically unidentifiable.

Answer 2

C

Question 3

A research study by Dynamic Logic revealed all of the following EXCEPT:

A)the Web was stronger at influencing purchase decisions than at raising awareness.
B)broadcast ads upped linking a brand to a message or value proposition by 13 points.
C)TV spots increased the ability to influence purchase decisions by nearly 6 points, or by over six times more than Web messages did.
D)adding online advertising to a TV campaign can boost brand awareness.
E)Web ads upped linking a brand to a message or value proposition by 7 points.

Answer 3

A

Question 4

Which of the following is NOT characteristic of an effective product analysis?

A)determining what unique consumer benefits the product will deliver
B)assessing the value of the product relative to the proposed price
C)assessing the competitive reaction to the product
D)determining if adequate distribution channels are available
E)determining if quality control can be maintained

Question 5

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

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

Question 6

Advertisers design a regional or national campaign to run, on average, for:

A)12 months.
B)17 months.
C)23 months.
D)three to four years.
E)rarely more than five years.

Question 7

Reasons that justify scrapping a campaign include all of the following EXCEPT change in:

A)target markets.
B)product.
C)management who are tired of same old, same old.
D)the economy.
E)the competition and their efforts.

Question 8

In a situation analysis, once you know the product, the next thing you should be sure you know is the:

A)competition.
B)prime prospects.
C)market.
D)communications objectives.
E)advertising potential.

Question 9

Which of the following was NOT a Pepsi Generation advertising theme?

A)Nothing Else Is Pepsi
B)A Generation Ahead
C)The Joy Of Cola
D)The Uncola
E)Pepsi's Got Your Taste For Life

Question 10

Which of the following does NOT pertain to Snickers' campaign strategy?

A)uses viral media
B)uses outdoor media
C)scrapped use of television
D)no longer about hunger
E)It's about satisfaction.

Question 11

Which is step three in the planning process to build strong brand equity in marketing plans?

A)creative brief
B)brand equity probe
C)brand equity assessment
D)strategic options
E)recommended plan

Question 12

According to your authors, which of the following are reflected in marketing goals?

A)a clear understanding of long- and short-term competitive situations
B)They are often expressed as sales or share-of-market objectives to be accomplished for a given budget and over a specific time.
C)They are derived from the advertising plan.
D)just how much public relations advantage you will gain
E)the persuasive impact of an advertising message

Question 13

If you are to fully understand the importance of diversity, you should realize all of the following EXCEPT:

A)including multiracial/multiethnic faces in ads is just as important when not targeting exclusively to a specific culture as when targeting to a specific culture.
B)in the United States, at least 7 million people identify themselves as a member of more than one race.
C)demand is no longer as strong for blue-eyed and blond-haired models in ads.
D)advertising is embracing what the New York Times calls Generation E. A.: Ethnically Ambiguous.
E)it instantly target you as a "do gooder" organization.

Question 14

Which of the following is NOT considered a key component of the advertising process?

A)media
B)return on investment
C)strategy
D)research
E)broadcast

Question 15

Trying to answer the questions "Where are we today, how did we get here, and where are going?" are part of the advertising planning process known as:

A)creative objectives.
B)media objectives.
C)situation analysis.
D)SWOT analysis.
E)market assessment.

Question 16

Which of the following is NOT a step in the planning process for building strong brand equity in marketing communications plans?

A)creative brief
B)brand equity probe
C)brand equity assessment
D)strategic options and recommended plan
E)brand equity audit

Question 17

Which of the following companies ran a successful campaign theme for more than 55 years before altering it?

A)Coca-Cola
B)the U.S. Army
C)DuPont
D)Ford
E)Chevrolet

Question 18

A research study by Dynamic Logic on the effect of adding online to a television campaign found that:

A)adding the Web was stronger at raising awareness.
B)adding the Web significantly impacts sales.
C)use of the Web links a brand to a message twice as much as does use of broadcast.
D)use of the Web links a brand to a value proposition twice as much as does use of broadcast.
E)adding the Web virtually had little effect on raising associations or awareness.

Question 19

Any analysis of the competition should include:

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.

Question 20

Which company or organization wrestled to find a campaign theme as good or better than the one it had in the mid-1970s?

A)Pepsi-Cola
B)Burger King
C)General Electric
D)Wendy's
E)Ford

Question 21

When an advertiser is able to select a set of words that illuminates the advertising and encapsulates the promise that can only be associated with its brand, it is using:

A)integrated marketing communications.
B)synchronicity.
C)verbal similarity.
D)creative consideration.
E)dynamic theme adjustment.

Question 22

An additional responsibility of the media planner when developing media strategy is:

A)matching prospects for a product with users of specific media.
B)creating the promotional theme.
C)selecting the desired number of trade inserts during the product-purchase cycle.
D)selecting spokespersons.
E)selecting the best visual approach.

Question 23

Which of the following is true about visual continuity?

A)It is not the equivalent of "sameness."
B)is limited to the medium being used
C)Strong visuals weaken communication.
D)Using attitude helps.
E)Using a different spokesperson for each ad increases continuity.

Question 24

Which of the following is characteristic of attitudinal continuity?

A)expression of a consistent feeling or tone from ad to ad
B)is ineffective in campaigns that have no theme line
C)always excludes visual and verbal continuity
D)provides enough of a dynamic shift to maintain interest
E)use of the same copy objective in each ad in a campaign

Question 25

Continuing the use of the same character in an ad helps strengthen:

A)"sameness."
B)virtual similarity.
C)verbal similarity.
D)visual similarity.
E)attitudinal similarity.

Question 26

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

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

Question 27

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

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

Question 28

What happens in the final phase of the creative process?

A)development of advertising copy
B)development of goals
C)development of objectives
D)development of claims
E)development of various executions

Question 29

In her article "Can Art Exist in Advertising," copywriter Megan Jean Sovern suggests that reading other writers see how they might use their own:

A)poetry.
B)art.
C)voice.
D)egos.
E)college major.

Question 30

Advertising appeals that motivate people do NOT appeal to their:

A)desires.
B)good nature.
C)goals.
D)problems.
E)needs.

Question 31

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

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 32

For aural similarity in a campaign, which of the following can be used?

A)the same logo
B)the same character actors
C)the same music
D)the same metaphoric slogan
E)visual cue

Question 33

If you consider following a logical, prioritized approach to doing a situation analysis, you'd start with ________ and end with ________.

A)current; future benchmarks
B)prime-prospect identification; product assessment
C)product analysis; competitive atmosphere and marketing climate assessment
D)competitive atmosphere and marketing climate assessment; prime prospect analysis
E)situation assessment; strategic criteria

Question 34

"You're in good hands with Allstate" and "Nike. Just do it." are used in campaigns to establish which kind of similarity?

A)audio
B)verbal
C)aural
D)visual
E)thematic

Question 35

After the overall copy objectives are determined, we should be ready to:

A)determine what motivates people.
B)determine whether the budget will allow for embellishments.
C)address production needs.
D)implement the copy strategy.
E)select the appropriate visuals.

Question 36

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

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

Question 37

In the initial phases of media planning, the general role of media in the finished campaign is determined by analyzing:

A)the prospect.
B)timing.
C)the competition.
D)marketing objectives.
E)costs.

Question 38

Which of the following products have established aural continuity for its advertising campaigns?

A)Motel 6
B)Revlon
C)Folgers coffee
D)Nike
E)Dial

Question 39

When analyzing the competitive atmosphere and marketing climate, advertisers would NOT consider?

A)other brand and products
B)the psychographic profile
C)the demographic profile
D)the ROI
E)the geomarketing profile

Question 40

Techniques for creating visual similarity would include all of the following EXCEPT:

A)use of virtually the same layout.
B)the same talent.
C)use of same typeface.
D)being sure illustrations are close to same size.
E)headlines of about the same length.

Question 41

If you seek management approval for your campaign, you should first present:

A)some creative renderings.
B)spell out the research you intend to do in the evaluation phase.
C)a statement of the company's marketing goals.
D)discuss the actions of the competition.
E)a layout the media tactics to be employed.

Question 42

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

Question 43

According to your textbook, which product slashed its media budget and turned to a branding subculture like action sports, indie music, and video games?

A)Toyota
B)Mountain Dew
C)Fox network
D)Pearson
E)HeathTex

Question 44

Which of the following would NOT be part of media tactics?

A)deciding on weight to be given to each vehicle
B)addressing the issues of frequency versus reach
C)choosing media vehicles
D)GRIP
E)addressing appropriate budget allocations

Question 45

Snickers moved its campaign strategy from "hunger" to "satisfaction" because it believe the appeal was broader.

Question 46

No longer do agencies and advertisers view their marketing communications as media neutral.

Question 47

A pretest provides a benchmark for a campaign and:

A)the person or agency conducting it.
B)the degree to which media scanning is necessary.
C)reasonable goals for subsequent advertising.
D)effectiveness of the focus groups designs.
E)the questions that need answering in any campaign.

Question 48

Advertisers have discovered that what is"ethnically neutral, diverse or ambiguous has tremendous appeal.

Question 49

Timing as part of media strategy requires an examination of all of the following EXCEPT:

A)closing dates.
B)length of ad.
C)number of exposures desired during the product-purchase cycle.
D)production time required for the ads.
E)campaign length.

Question 50

What happened to Ford with its Ford Country campaign theme change illustrates the principle that change for the sake of change is not a valid reason for change.

Question 51

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:

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

Question 52

Most brand advertising depends on campaigns-a series of ads run over a period of time.

Question 53

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

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 54

Most product failures stem from an overly optimistic appraisal of a product.

Question 55

Today, rarely does an advertiser create just an ad by itself; rather they create advertising as part of an integrated marketing communication campaign.

Question 56

Benetton, a clothing chain, was a pioneer in the 1980s when it highlighted models of many races, each one very distinct, in its advertising.

Question 57

A key role of the situation analysis is to establish a starting point, a benchmark.

Question 58

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

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 59

Which of the following would NOT be promotion activity?

A)co-op advertising
B)premiums
C)in-store promotions
D)wholesaler displays
E)coupons

Question 60

The actual media dates and justification for those placements fit in which part of the media plan?

A)media tactics
B)creative strategy
C)media scheduling
D)promotions plan
E)operations schedule

Question 61

Media tactics include a media planner deciding on appropriate vehicles and the weight each will receive in a campaign.

Question 62

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

Question 63

The 80/20 rule helps provide insight about who buys a particular product and why.

Question 64

Using the same typeface or same layout format confuses customers and reduces ad effectiveness.

Question 65

Motel 6 uses aural similarity in its refrain, reminding listeners that the company will leave the light on.

Question 66

Creative planning and media planning have the same foundations-marketing strategy and prospect identification-and they cannot be separated from one another.

Question 67

After establishing the copy objectives, we're ready to implement the copy strategy by outlining how a creative plan will contribute to accomplishing predetermined marketing goals.

Question 68

Ad critics in the New York Times noted the prevalence of models with racially indeterminate features, which they called Generation E.A. or ________.

Question 69

Nike's Just Do It and Pepsi Cola Company Pepsi Generation campaigns communicate attitude.

Question 70

Posttesting falls in the two related stages: defining expected results and benchmarking.

Question 71

Possible marketing goal include launching new products, increasing sales or market share by x percent, and promoting a specific service of the firm.

Question 72

Development of copy and production of the advertising are the final stages in the creative process.

Question 73

When presenting a campaign to management for approval, it is wise to describe the philosophy and strategy of the advertising before actually presenting the ads and media proposal.

Question 74

Burger King had used a key phrase for a successful campaign since the mid-1970s, but decided to drop it. It went with at least 16 other approaches until 2004, when it resumed its venerable ________ slogan.

Question 75

Subway's success with the $5 sandwich menu prompted other sandwich makers to move into a value mode.

Question 76

For an ad to be creative, it must sell.

Question 77

When, at the end of a campaign, a key manager asks what the recognition level would have been had no advertising occurred, you can tactfully respond with the findings from a pretest you conducted.

Question 78

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.

Question 79

When Chevy uses the phrase, "imagination at work," it was addressing the concept of visual continuity for its advertising campaign.

Question 80

It's called a ________ and provides the way to establish a benchmark for creating future advertising.