Q&A Hero

Q: All open-ended questions should be ________. A) single-minded B) less than 15 words C) written to allow less than three likely responses D) vague and diffuse in the request for information E) written to provide direction for the single correct answer

Q: Scenario8-4American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.American Express has decided to do a specific type of analysis that focuses on reach, frequency, time frame, production costs, media expenditures, and other specific elements. These factors are always included in a(n) _____ analysis.a. market b. situation c. build-up d. industry

Q: The question: "Can you please tell me about your feelings toward environmental product claims? PROBE FOR DETAIL" is an acceptably written open-ended question.

Q: Scenario 8-4American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.The marketers are keenly aware that many budgeting methods fail to address the objectives originally set and relate these to the dollars to be spent. Which budgeting technique does American Express ultimately most likely decide to use, based on this awareness and the information in this scenario?a. Share-of-market approachb. Objective-and-task approach c. Percentage-of-sales approach d. Share-of-voice approach

Q: The amount to be divided in a constant sum question ________ . A) should always be 20 times greater than the number of items listed B) should always have a value of 100 C) should always have a value of 25 D) is variable, but should be easily divisible by the number of items

Q: Scenario 8-4American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.American Express marketers say they do not use the ______ advertising budgeting method because if sales begin to decrease in this segment, so will their budget.a. share-of-market approachb. percentage-of-sales approach c. share-of-voice approachd. objective-and-task approach

Q: A ________ question is a ratio measure that requires a respondent to divide a preset quantity among two or more objects or attributes in a way that reflects the respondent's relative preference for each object. A) checklist B) rating scale C) constant sum D) ranking

Q: Scenario 8-4American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.Within the ____ portion of its advertising plan, American Express suggests that the most important outcome of the campaign will be for Visa customers to start to switch to American Express in this market segment. a. strategyb. executionc. situation analysis d. objectives

Q: A constant sum question takes measurements on the ________ level of measurement. A) nominal B) ordinal C) interval D) ratio

Q: Scenario 8-4American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.Within various sections of the ___ portion of its advertising plan, American Express explains how and why Visa has been more successful at penetrating the small business market because of lower fees. a. evaluationb. execution c. strategyd. situation analysis

Q: Questions on the ________ level measure objects, beliefs and behaviors on a continuum that has a fixed, zero origin. A) interval B) ratio C) ordinal D) nominal

Q: Scenario 8-3After working as an account executive in an advertising agency for 20 years, you've decided to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells the store and all the inventory, with one warninghe wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.You decide that as soon as you are financially able, you will hire an agency to put together an advertising plan for you. Unfortunately, you realize that even if you do hire an agency, you will still have to provide the agency with statements regarding:a. the value proposition and the marketing mix.b. the budget recommendation and the ad strategy. c. the competition and the media plan.d. the ad design and ad placement.

Q: A semantic differential question asks a respondent to rate multiple objects on a single five-point scale.

Q: Scenario 8-3After working as an account executive in an advertising agency for 20 years, you've decided to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells the store and all the inventory, with one warninghe wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.You're currently deciding exactly where and when ads will be placed, and determining the strategy behind each placement. This takes a whilewith the explosion of Internet sites, outdoor advertising, and innovative promotions, the options are almost unlimited. In this way, you area. setting up account services. b. creating a media plan.c. devising a budgeting method. d. doing advertising research.

Q: The question "How much did you like this advertisement when compared to other car ads?" provides a ________. A) frame of analysis B) frame of reference C) code for data analysis D) casual reference

Q: Scenario 8-3After working as an account executive in an advertising agency for 20 years, you've decided to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells the store and all the inventory, with one warninghe wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.Your goals are very important at this stage, and you want to avoid budgeting methods that neglect to consider goals. This means that you can cross off one approach that is notorious for failing to relate advertising dollars to advertising objectives, and since you have no past records, this method would be impossible to implement anyway. Which of the following methods is this?a. share-of-market approach b. share-of-voice approachc. percentage-of-sales approach d. objective-and-task approach

Q: Consider the response options for the rating scale shown below. Strongly agree Slightly agree ? Slightly disagree Strongly disagree With what should the ? be replaced? A) "Neither agree nor disagree" B) "No opinion" C) Either option A or option B is acceptable

Q: Scenario 8-3After working as an account executive in an advertising agency for 20 years, you've decided to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells the store and all the inventory, with one warninghe wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.There is one thing you"d like to see as a result of your ad campaignyou want local residents to not only know your name, but to think of it first when they need a hardware store. When you think of hardware, think of Springfield. Which concept defines this objective?a. top-of-the-mind awareness b. purchase intentc. trial usaged. repeat purchase

Q: The list of rating scale response options must always contain a neutral option, for example, "neither agree nor disagree."

Q: Scenario 8-3After working as an account executive in an advertising agency for 20 years, you've decided to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells the store and all the inventory, with one warninghe wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.Due to the lack of records, you have no way of knowing what Springfield Hardware has gone through over the years. You can only guess about the hardware needs of the local population, and the store's target market and customer base. This will be a major hindrance in writing the ____ sections of your situation analysis.a. overview and executive summaryb. industry analysis and historical context c. strategy and executiond. historical context and market analysis

Q: Scenario 8-2Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a yearclose to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliersin essence, providing millions of dollars in cash flow.Information updated for 2011, based on the following initial articles:(David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online,February 13, 2002.)(Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online,January 5, 2005.)When dealing with its advertising agency, Amazon wants a strategy that maximizes media expenditures to target the appropriate markets. It is Amazon's primary responsibility to bring forth a wellarticulated statement of the brand's ______, a key concept in reaching and informing the customer through promotion.a. analysisb. awareness c. competition d. value

Q: Consider the following rating scale question: How believable or unbelievable was the commercial you just saw? Strongly agree Slightly agree Neither agree nor disagree Slightly disagree Strongly disagree Is this question acceptably written? A) Yes B) No

Q: The two statements below refer to rating scale questions.I. Rating scales should never use more than five response options.II. The list of response options appearing on a rating scale must always be balanced.Which, if any, of these statements, is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Scenario 8-2Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a yearclose to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliersin essence, providing millions of dollars in cash flow.Information updated for 2011, based on the following initial articles:(David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online,February 13, 2002.)(Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online,January 5, 2005.)Like many firms, Amazon has refined its priorities over the years. Many firms begin by setting as their advertising objective something that is often disputed by communications-oriented marketers. They choose ____ as their primary advertising objective. a. stimulating trial useb. boosting salesc. establishing brand recalld. identifying purchase intent

Q: Consider the following directions for a rating scale. I. How much do you agree or disagree that ....? II. How much do you agree that ...? Which, if any, is the preferred method for the lead-in to a rating scale? A) I is preferred over II B) II is preferred over I C) The lead-ins are interchangable and either one can be used; neither is preferred

Q: Scenario 8-2Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a yearclose to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliersin essence, providing millions of dollars in cash flow.Information updated for 2011, based on the following initial articles:(David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online,February 13, 2002.)(Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online,January 5, 2005.)Amazon was one of the first online retailers to launch advanced technology to track consumer visits and suggest products whenever they returned to the site. This ability to find out what customers have bought in the past, and project that they will buy similar items in the future, has been a key factor underlying Amazon's strategy and growth. When Amazon asks customers if they plan on buying certain products in the future, it is measuringa. share of market. b. brand awareness. c. share of voice.d. purchase intent.

Q: Scenario 8-2Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a yearclose to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliersin essence, providing millions of dollars in cash flow.Information updated for 2011, based on the following initial articles:(David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online,February 13, 2002.)(Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online,January 5, 2005.)In the early days of Internet shopping, people were skeptical about the idea of buying things over the computer, largely due to their worries about privacy issues combined with their habitual patterns of purchasing at retail outlets. Some concerns remain today. But many years after the shake-out of companies in the dot-com world, players that survived have come back stronger. And new players have come onto the scene. The demand is there, and this has instilled a feeling of trust in millions of customers who make purchases online. The concept of customers having enhanced trust in e-tailing would most likely be contained in the ____ section of the advertising plan.a. budget analysis b. market analysis c. industry analysisd. competitor analysis

Q: ________ provide information on the rank order of items and an estimate of the relative distance between items. A) Classification questions B) Rating scales C) Rank order questions D) Checklist questions

Q: Scenario 8-2Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years. Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows. As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost. Some years ago, it reported turning over its inventory 17 times a yearclose to double that of traditional retailers at the time. And on average, it reported having gotten paid 32 days before it must pay its suppliersin essence, providing millions of dollars in cash flow.Information updated for 2011, based on the following initial articles:(David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online,February 13, 2002.)(Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online,January 5, 2005.)Amazon.com began by facing a myriad of problems since its inception, with perhaps the biggest obstacle being the demise of hundreds of dot-com companies in the late 1990s and early 2000. Those dot-com companies that did survive initially had a difficult time making a profit, and over time a few began to face new competition. The issue as to who will supply online consumers has been continually evolving and changing since then. This type of information would most likely be noted in the ____ section of an ad plan.a. historical context b. purchase intentc. market analysis d. budgeting

Q: Which of the following is NOT a requirement for the respondent instructions in a rank order question? A) explicitly state the respondent's task B) explicitly state the characteristic the ranking should reflect C) explicitly state the method that should be used to perform the ranking D) explain that once a ranking is recorded it cannot be changed

Q: A(n) ________ question informs a researcher as to the relative ordering of items, although no inferences as to the distances between items can be drawn. A) Nominal B) Ordinal C) Interval D) Ratio

Q: Scenario 8-1You are owner of a 15-person advertising agency in a major market. You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day. Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself.It is ultimately decided that the ad budget will base spending on what needs to be accomplished from a communications standpoint. This would be the:a. objective-and-task approach.b. percentage-of-sales approach. c. share-of-voice approach.d. response model approach.

Q: ________ level questions ask respondents to order a list of items in terms of a prespecified characteristic. A) Nominal B) Ordinal C) Interval D) Ratio

Q: Scenario 8-1You are owner of a 15-person advertising agency in a major market. You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day. Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself.The folks at Girl Powerz initially consider using an advertising budgeting method that identifies a mathematical relationship associating ad dollars spent with sales generated. This would be the:a. percentage-of-sales approach. b. ethnocentric method.c. advertising response function. d. share-of-voice approach.

Q: You are creating a checklist question to assess reactions to a test commercial. You are reasonably certain that respondents will like the commercial. As a result, it is appropriate and acceptable to have twice as many positive as negative items on the checklist.

Q: Scenario 8-1You are owner of a 15-person advertising agency in a major market. You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day. Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself.In the past, Girl Powerz has set sales objectives for its advertising. You feel that this doesn't take into account the overall complexities presented in the situation analysis. Therefore, you are recommending combining sales objectives witha. ethnocentrism.b. marketing incentives.c. communications objectives. d. self-reference criteria.

Q: Scenario 8-1You are owner of a 15-person advertising agency in a major market. You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day. Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself.One of the main tasks will be to work with the marketing director at Girl Powerz to determine exactly what she wants from its new advertising campaign. Which elements identify the specific goals that you will ask her to provide in concrete terms?a. strategies b. tacticsc. objectives d. executions

Q: Think about creating a checklist question to assess reactions to a commercial. There are eight items on the checklist: four negative and four positive. It is important that all the positive items be grouped together and that all the negative items be grouped together.

Q: The following two statements refer to checklist questions.I. It important for a checklist question to explicitly explain the criteria on which items on the checklist are to be selected.II. When writing a checklist question, it is important to point out that the respondent must check at least one of the items.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Scenario 8-1You are owner of a 15-person advertising agency in a major market. You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise. If you land the account, it will be your biggest revenue producer by far. You'll be able to staff up, move to a nicer space, and buy some decent office furniture. It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day. Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself.You announce that you will write the part of the ad plan that contains the crucial information that Girl Powerz execs need to know, even if they remember nothing else. This means you will write the ____section. a. situation analysisb. execution c. strategyd. executive summary

Q: A ________ combines a series of related dichotomous questions into a single question. A) constant sum question B) multiple choice question C) rating scale D) checklist

Q: Like many companies today, a young but growing electronics retailer knows it needs help. If it is like most clients, in what two areas does it need the most help from an ad agency?a. Creating value for the product, and setting objectivesb. Integrating the brand within the media, and generating new ideas c. Defining the product, and creating brand awarenessd. Creating the budget, and writing the copy

Q: Consider the two questions shown below. I. What is your highest level of education? High school or less Some college or beyond II. What is your highest level of education? Less than high school High school graduate Some college College degree or higher Which, if any, is the preferred method for collecting information related to the respondent's education? A) I is preferred over II B) II is preferred over I C) The questions are interchangable and either one can be used; neither is preferred

Q: Regarding the relationship between the client and agency, things will go most smoothly and efficiently when a. you see them as equal forces with equal power and responsibility.b. you can identify two distinct entities with clearly defined roles and tasks.c. you can tell that the agency does everything the client wants without question. d. you can"t tell where the work of one ends and the other begins.

Q: Dichotomous questions should be used when ________. A) there are only two known reasonable responses B) the full range of reasonable responses is known to be three or more C) the full range of reasonable responses is unknown

Q: A canned soup manufacturer and its agency are nailing down the responsibilities of each side as they begin their planning effort. In a nutshell, the agency willa. translate goals into strategies and create promotions and finished ads for the product. b. decide how they should grade themselves.c. leave it up to the client to decide the advertising plan.d. determine how long they will have to achieve the agreed on objectives.

Q: In a ___, the objectives state what the advertiser intends to accomplish in headlines, subheads, and text, while the methods describe how the objectives will be achieved. a. media planb. budgetary plan c. copy strategyd. build-up analysis

Q: The text provided recommendations for the writing of multiple choice questions. Which of the following is NOT a recommendation for the proper writing of multiple choice questions? A) keep the number of response options to five or less B) provide a "zero" option when addressing behaviors C) keep the response categories balanced D) keep the "typical" behavior in the center of the list of response options

Q: You are using a multiple choice question to identify where an individual last ordered a take-out pizza. It is important to put the list of pizza company names in ________. A) random order B) alphabetical order C) order from shortest to longest name

Q: The media plan specifies:a. the objectives the advertiser intends to accomplish.b. exactly what strategy is behind the placement of ads. c. the prediction of profits based on new advertising.d. the analysis of the market, industry, and competition.

Q: The ways in which the creative objectives will be accomplished are described in the a. copy strategy section.b. build-up analysis.c. objective-and-task method. d. media plan.

Q: Multiple choice questions provide much of the same flexibility as open ended-questions but without asking respondents to verbalize their thoughts and express themselves.

Q: Consider the question shown below. Which brand of laundry detergent did you buy on your last shopping trip? All Cheer Tide Other This question is .... A) exhaustive but not exclusive B) not exhaustive but exclusive C) not exhaustive, not exclusive D) exhaustive and exclusive

Q: The strategy section of an advertising plan is the mechanism that states:a. why the advertising is needed for this product or service. b. what goals need to be reached.c. how things will be done so that objectives are achieved. d. who will handle various promotional tasks.

Q: Within the advertising plan, what does a build-up analysis actually build up?a. The backlog of consumer profiles to be used b. The expenditure level for tasks to be donec. The sales expected to be seend. The goals and objectives to be pursued

Q: When writing multiple choice questions, it is important that the question either be exhaustive or exclusive. It is not necessary for both characteristics to be present at the same time.

Q: Consider the question shown below. How many computers do you own? 0 1 2 3 or more This question is .... A) exhaustive but not exclusive B) not exhaustive but exclusive C) not exhaustive, not exclusive D) exhaustive and exclusive

Q: What is the first step in implementing the objective-and-task approach?a. Identifying last year's salesb. Determining costs based on a build-up analysisc. Comparing expenditures against industry benchmarks d. Calculating a marginal analysis

Q: Consider the question shown below. How many pets do you have? 1 to 2 3 to 4 4 or more This question is .... A) exhaustive but not exclusive B) not exhaustive but exclusive C) not exhaustive, not exclusive D) exhaustive and exclusive

Q: The only budgeting method that specifically relates spending to goals is the:a. share-of-market approach.b. percentage-of-sales approach. c. objective-and-task approach.d. share-of-voice approach.

Q: What type of nominal level question presents three or more exclusive and exhaustive categories of response? A) dichotomous question B) multiple choice question C) rating scale D) checklist

Q: Theoretically, the ____ leads to a point where an optimal advertising expenditure results in an optimal sales level and, in turn, an optimal profit. a. objective-and-task method b. share-of-market methodc. percentage-of-sales system d. response model

Q: An advertising ____function is a mathematical relationship that associates the money spent on advertising with the sales generated. a. salesb. communications c. taskd. response

Q: Consider this question: Into which of the following age groups do you fall? Under 18 18 to 49 50 to 64 65 and older What type of question is this? A) dichotomous question B) multiple choice question C) rating scale D) checklist

Q: Consider the two questions shown below. I. Have you seen more or less than three commercials in the past hour? II. How many commercials did you see in the past hour? Which, if any, is the preferred method for collecting information related to commercial viewing? A) I is preferred over II B) II is preferred over I C) The questions are interchangeable and either one can be used; neither is preferred

Q: One big problem with marketers who rely on a share-of-voice budget plan is that they assume, often wrongly, that:a. their competition doesn"t know how to allocate its advertising dollars.b. their sales figures should automatically dictate their advertising figures. c. they know how much competitors are really spending.d. their ad is distinct, unique, and superior among all others in the field.

Q: The text describes several advantages of dichotomous questions. Which of the following was NOT mentioned as an advantage of this type of question? A) simple to analyze B) efficient way to enact skip logic C) simple to edit and tabulate D) less costly than other types of questions

Q: Which budgeting method monitors the amount spent by significant competitors and then allocates an equal or proportionate amount as its advertising dollars?a. Share-of-voice approachb. Objective-and-task approach c. Advertising response function d. Percentage-of-sales approach

Q: The percentage-of-sales approach to advertising budgeting a. is best used during times of declining sales.b. is difficult to understand and operationalize.c. often leads to overspending or underspending.d. relates advertising dollars to advertising objectives.

Q: The response options to dichotomous questions must always be "yes" and "no."

Q: Consider this question: Did you like the pizza? Yes No What type of question is this? A) dichotomous question B) multiple choice question C) rating scale D) checklist

Q: The CEO of a small but growing sports equipment firm has just announced that sales went up significantly last year. The marketing director is happy because her budget will go up also. This indicates that the firm is using the ____ to set the advertising budget.a. objective-and-sales approach b. share-of-market approachc. percentage-of-sales approach d. advertising response function

Q: Costs associated with advertising to the trade and specialized research unique to the campaign are prominent examples of_____ .a. principal finances b. ancillary costsc. major finances d. primary costs

Q: Which type of nominal measure is used to classify individuals, attitudes, or other responses into one of two exhaustive, mutually exclusive groups? A) dichotomous questions B) multiple choice questions C) rating scales D) checklists

Q: Which of the following is NOT a nominal level measurement? A) dichotomous questions B) multiple choice questions C) rating scales D) checklists

Q: Which element is essential to articulating a well-stated advertising objective?a. A time frame b. A budgetc. An overview d. An evaluation

Q: A(n) ________ question gives the respondent a predefined set of response options from which he or she can choose. A) closed-ended B) open-ended

Q: Combining sales objectives with communications objectives:a. will almost certainly spell disaster for an advertising plan.b. may seem effective on paper but may confuse consumers during the campaign. c. is the only way to identify truly quantitative benchmarks for the campaign.d. can be an excellent way to develop an advertising campaign.

Q: Define reliability and validity.

Q: ____is the tendency to view and value things from the perspective of one's own culture.a. Cultural relativism b. Allophiliac. Endogamyd. Ethnocentrism