Test Bank For Kleppners Advertising Procedure 18th Edition by Lane

Test Bank for Kleppners Advertising Procedure 18th Edition by Lane
Test Bank for Kleppners Advertising Procedure 18th

Edition by Lane
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-edition-by-lane/
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Kleppner's Advertising Procedure, 18e (Lane/King/Russell)
Chapter 6 The Advertiser's Marketing/Advertising Operation
1) What is the main implication of the consumer and media changes currently faced by
marketers?
A) Advertising will become less and less significant.
B) It is even more challenging to reach customers with communication messages.
C) Interactivity will not be important in the marketing channel.
D) Digital media will progressively merge into a single channel.
E) Marketing is in charge of consumers rather than the other way.
Answer: B
Diff: 2 Page Ref: 181
Objective: LO 6-1
2) Advertisers have various ways to effectively:

A) manage digital technology.
B) make agency hiring decisions.
C) use reputation management.
D) supplement or integrate their traditional brand management apparatus.
E) choose freelancers to do commercial production work.
Answer: D
Objective: LO 6-1
3) By controlling the dollars, a company's advertising and marketing departments are:

A) locked into using a traditional business model.
B) locked into a nontraditional business model.
C) locked into no single business model to choose.
D) locked into choosing multiple outside advertising agencies.
E) locked into deciding that a boutique is the type of agency they need.
Answer: C
Objective: LO 6-1
4) Traditional responsibilities of an advertising director would include all of the following

EXCEPT:
A) devising marketing goals and objectives.
B) control of the advertising budget.
C) monitoring creation and production of advertising.
D) planning the media schedule.
E) monitoring the research function.
Answer: A
Objective: LO 6-1
1
Copyright © 2011 Pearson Education, Inc.
5) In a traditional organizational structure of a marketing department, which of the following
would NOT report directly or indirectly to the marketing director?
A) advertising agency
B) advertising brand managers
C) public relations department
D) sales promotion department
E) advertising director
Answer: C
Diff: 2 Page Ref: 183, Ex 6.1
Objective: LO 6-1
6) The marketing services system pioneered by Procter & Gamble has two parts, one of which is
a marketing services structure that represents:
A) technical talent needed to implement a marketing plan.
B) marketing activity.
C) public relations programs.
D) profitability of the brand.
E) competing product managers.
Answer: A
Objective: LO 6-1
7) Under the marketing services system, all technical marketing services are available to the:
A) promotions manager.
B) product manager.
C) brand manager.
D) product advertising manager.
E) creative manager.
Answer: B
Objective: LO 6-1
8) In a large company with many categories of products, there may be another layer of
management called the:
A) brand manager.
B) product manager.
C) category manager.
D) vice-president of marketing services.
E) director of product advertising.
Answer: C
Objective: LO 6-1
2
9) The major reason advertising agencies have NOT implemented the integrated-marketing
brand management approach is:
A) their lack of focus on the bottom line.
B) their inability to manage tactical thinking.
C) their inability to set marketing objectives.
D) their lack of agreement in where power should reside.
E) their structure as separate profit centers.
Answer: E
Objective: LO 6-2
10) Research among marketing executives suggests that integration of advertising, promotion,
public relations, and other forms of marketing communications is the critical factor in:
A) maximizing manufacturing efficiencies.
B) influencing how strategies are set.
C) minimizing customer complaints about quality.
D) convincing stockholders to reinvest their dividends.
E) longevity of marketing directors.
Answer: B
Objective: LO 6-2
11) Although organizations have taken charge of the integration process rather than looking
toward agencies to manage it, there is still disagreement about:
A) where the IMC leadership resides within the organization.
B) whether agencies should be given enough financial incentive to take charge.
C) whether consumers would prefer agencies to control it.
D) whether consumers would prefer corporations control it.
E) current government regulations that forbid reducing competition.
Answer: A
Objective: LO 6-2
12) Don Schultz in Integrated Marketing Communications advocates that organizations:

A) reengineer the communications function and structure to deliver inside-out communications.
B) leave it to salespeople to make the brand contacts.
C) reengineer the communications function and structure to deliver outside-in communication.
D) not devote so much money to learning about customers and prospects.
E) create quality circles of customers to provide communication advice.
Answer: C
Objective: LO 6-2
3
13) Which of the following is a model of integrated marketing that a corporation could adapt?
A) brand manager
B) public relations manager
C) Marcom manager
D) sales manager
E) category manager
Answer: C
Diff: 2 Page Ref: 189-190
Objective: LO 6-2
14) In integrated marketing, the Marcom management organizational structure:

A) claims to reduce reporting layers.
B) merges marketing and advertising objectives.
C) centralizes communication activities under one person who develops strategy and then directs
the communication programs internally and externally.
D) places sales and marketing on the same organizational level.
E) requires a communications manager who approves and coordinates all communications
programs for the entire organization.
Answer: C
Objective: LO 6-2
15) Which of the following would NOT be a function under the Marcom approach?
A) employee communication
B) integrated telecommunications services
C) media relations
D) writing
E) advertising
Answer: B
Diff: 2 Page Ref: 189, Ex 6.4
Objective: LO 6-2
16) If, through IMC, you successfully coordinate all messages from the various communications
functions, you should expect to:
A) reduce need for external agencies.
B) stretch your budget to the limits.
C) reduce relationship building with customers.
D) expand the size of the marketing department.
E) create a unified image for the organization.
Answer: E
Objective: LO 6-2
4
17) As you initially establish your IMC strategy, which of the following is critical?
A) identifying internal users or influencers within the organization
B) allocating all the money necessary for this strategy
C) understanding what specific target audiences need from your IMC campaign
D) determining which aspects of communications disciplines are unnecessary
E) completing an agency review
Answer: C
Objective: LO 6-2
18) Which of the following is an appropriate IMC goal?

A) eliminate the competition
B) provide applicable, specific information about your competition
C) category similarity persuasion
D) build advertising equity
E) communication differentiation/positioning
Answer: E
Objective: LO 6-2
19) Which of the following is correct regarding the 70/20/10 approach to managing marketing
resources?
A) 70% of the budget should go toward systematically learning from experiments.
B) 20% of the budget for sustaining innovation
C) 20% of the budget for proven marketing strategies
D) 10% for historically useful tactics
E) 70% of the budget for sustaining innovation and creativity
Answer: B
Objective: LO 6-3
20) Which of the following is NOT a purpose for advertising?

A) to educate
B) to launch a product
C) to increase brand awareness
D) to see how many awards the creative can take to educate
E) to neutralize the competition's advertising
Answer: D
Objective: LO 6-3
5
21) After advertising objectives have been created, a key question is:
A) how soon can we spend money for the campaign?
B) how can we neutralize the competition's advertising?
C) how much money will it take to accomplish the objectives?
D) will we have time to complete the required tasks?
E) which agency will do the work at a reasonable price?
Answer: C
Objective: LO 6-3
22) Who in an organization is most likely to be responsible for preparing the advertising budget?
A) vice president of finance
B) vice presidents of marketing and of advertising
C) the CEO
D) the CFO
E) the CMO
Answer: B
Objective: LO 6-3
23) According to a Business Week study of start-up businesses, which approach to developing
advertising budgets was most commonly used?
A) percentage of sales
B) payout plan
C) task method
D) competitive analysis
E) objective method
Answer: A
Objective: LO 6-3
24) Among the approaches for advertising budgeting, the one that looks at advertising as an
investment rather than as an expenditure is:
A) task method.
B) objective method.
C) payout plan.
D) competitive budgeting.
E) percentage of sale.
Answer: C
Objective: LO 6-3
6
25) In which method for advertising budgeting is margin or volume variables?
A) payout plan
B) percentage of sales
C) task method
D) objective method
E) competitive budgeting
Answer: B
Objective: LO 6-3
26) The budget method that requires advertisers spend to examine investment rather than
expenditure is:
A) objective method.
B) risk method.
C) task method.
D) payout plan.
E) percentage of sales.
Answer: D
Objective: LO 6-3
27) Among the four approaches to advertising budgeting, the one that bases advertising
expenditures on marketing objectives that may differ from yours is:
A) task method.
B) competitive budgeting.
C) payoff plan.
D) percent of profit.
E) objective method.
Answer: B
Diff: 2 Page Ref: 193 +194
Objective: LO 6-3
28) The budgeting approach used most widely in a highly competitive environment is:
A) objective method.
B) competitive budgeting.
C) percentage of sales.
D) payout plan.
E) task method.
Answer: E
Objective: LO 6-3
7
29) The reasons why marketers are irreversibly restructuring the way their businesses operate
and rethinking the agency-client relationship include:
A) consolidation in the retail universe.
B) ease in reaching mass numbers of consumers.
C) increasing mass nature of media.
D) increasing numbers of cable television stations.
E) contraction in media choices.
Answer: A
Objective: LO 6-3
30) Which of the following is NOT a way for winning brand marketers to reconfigure their
efforts?
A) shift spending to digital media
B) develop formats to promote interactions with audience
C) combine above-the-line and below-the-line advertising
D) combine beneath-the-line with inside-the-line advertising
E) create their own branded entertainment
Answer: D
Objective: LO 6-3
31) In managing brands, another new reality to contend with is:

A) CEOs rule.
B) media rule.
C) retailers rule.
D) ad agencies rule.
E) government regulators rule.
Answer: C
Objective: LO 6-3
32) An indication of whether the retailer or the manufacturer controls shelf space and entry into
retail establishments can come from observing the change in the mix of advertising, consumer
promotion, and trade incentives. Twenty years ago, it was one way. Today, that percentage
breakdown is, respectively:
A) 50, 25 and 25 percent.
B) 45, 30, and 30 percent.
C) 30, 30 and 45 percent.
D) 25, 25 and 50 percent.
E) 35, 35, and 30 percent.
Answer: D
Objective: LO 6-3
8
33) Among the lessons that category managers need to remember in dealing with the new,
stronger retailer is:
A) know the needs of these retailers equally well as the needs of the consumer.
B) be sure consumer promotions are part of the total marketing program.
C) marketplace leverage is spread equally along the distribution channel.
D) RFID can increase retailer channel strength.
E) shelving allowances are no long a part of doing business.
Answer: A
Objective: LO 6-3
34) Because every square foot of space in a supermarket must pay for itself, grocers charge
manufacturers a fee just to place their products on the shelves. That fee is called:
A) a shelving allowance.
B) a slotting allowance.
C) a supermarket stocking fee.
D) a stocking stuffer.
E) product placement fee.
Answer: B
Objective: LO 6-3
35) What percentage of the money marketers spend is spent on digital experimentation?
A) 30 to 40 percent
B) 20 to 30 percent
C) 15 to 25 percent
D) 10 to 20 percent
E) 5 to 10 percent
Answer: D
Objective: LO 6-3
36) Brand managers and CMOs are less likely to take risks because:
A) they've learned that failure is a valuable learning experience that ultimately leads to
promotion.
B) they usually have about 18 months to succeed.
C) they have an extended timeframe in which to fulfill profit goals.
D) they fear much reliance on nontraditional integration of technology.
E) they have been trained to be conservative in MBA programs.
Answer: B
Objective: LO 6-3
9
37) This new use of digital media helped launch the Nissan Sentra.
A) Nislog
B) Marc Horowitz's Road Trip
C) Sentra-cast, a podcast of each feature of the new sedan
D) anime-inspired virtual comic books
E) wikimedia
Answer: B
Objective: LO 6-4
38) According to a survey by Continental Consulting Group, many clients indicated their
advertising agencies were:
A) undercompensated compared to a decade ago.
B) overstaffed compared to just 5 years ago.
C) understaffed, overcompensated, and less creative than they were 20 years ago.
D) filled with more undercompensated managers than a decade ago.
E) loaded with more egotistical strategists than 15 years ago.
Answer: C
Objective: LO 6-4
39) In 2006, the Salz Survey of Advertiser-Agency Relations found clients ranked their agency's
work–on a 1 (terrible) to 10 (excellent) scale–on average at:
A) 8.
B) 7.5.
C) about 7.3.
D) 6 to 6.5.
E) 5.5 to 6.
Answer: C
Objective: LO 6-4
40) Once agencies prided themselves on selling clients:

A) the freshest strategy.
B) a digital strategy.
C) a balanced budget proposal.
D) the creative product.
E) their persuasive skills.
Answer: D
Objective: LO 6-4
10
41) The dreaded agency review process begins when the client:
A) tries to breathe new life into an old product.
B) develops a new product.
C) can't afford the services of their current agency.
D) wants to decrease real unit growth.
E) can no longer handle the constant shift in account personnel.
Answer: B
Objective: LO 6-4
42) Consultants hired to find their clients the best agency to handle their accounts usually do all
of the following EXCEPT:
A) apply for the account themselves.
B) negotiate compensation agreements.
C) manage the search process.
D) conduct the initial screening.
E) bill the client between $35,000 to $100,000.
Answer: A
Objective: LO 6-4
43) When a client has restructured or key personnel have changed functions, they will send out a:
A) RSVP.
B) RFP.
C) RFID.
D) DOA.
E) UPC.
Answer: E
Objective: LO 6-4
44) Among questions a client ponders before deciding to search for an advertising agency, which
would NOT likely be a major consideration?
A) Should it be a full-service agency?
B) Should it be a specialized agency?
C) Should it have integrated services?
D) Should it be small, medium, or large?
E) Should it be a perennial award-winning operation?
Answer: E
Objective: LO 6-4
11
45) A discussion of financial arrangements for a new agency contract should cover which of the
following?
A) Does it have a good enough reputation to provide a guarantee of reasonably priced
placements?
B) Will your account be a straight 15 percent commission, a fee account, or a combination of
both?
C) Who will service your account, and how will it be staffed?
D) Can it work domestically as well as in the international arena?
E) What are bonus requirements and payment options?
Answer: B
Objective: LO 6-4
46) In a report prepared for the Association of National Advertisers, most companies expected
their advertising to:
A) address a general audience over a general time.
B) convince a specific number of potential customers to repeat their purchase of the companies'
products.
C) effectively go through a spectrum of marketing communications goals.
D) increase their dollar sales or increase their share of market.
E) win a Golden Calf at Cannes.
Answer: D
Objective: LO 6-5
47) Which of the following is more an advertising than a marketing goal?

A) to help to increase sales
B) to help to increase share of market
C) to make prospective customers aware that Brand X has an ingredient that helps remove stains
D) to help to increase attendance at a rock concert
E) to help to increase the use of coupons
Answer: C
Objective: LO 6-5
48) Longtime advertising executive Tom Patty says there is a new set of elements in the five Ps
of marketing, including:
A) palindrome.
B) passion.
C) people.
D) product.
E) pervasiveness.
Answer: B
Diff: 2 Page Ref: 203, 206 + 208
Objective: LO 6-5
12
49) Which P in the five new Ps of marketing did Saturn use to move its cars into the consumer's
mindset?
A) paradigm
B) placement
C) price
D) prospect
E) possession
Answer: A
Objective: LO 6-5
50) If you were in charge of the Miller "lite" beer account, which of the five new Ps of marketing
would you likely concentrate on?
A) perspective
B) persuasion
C) paradox
D) prospect
E) passion
Answer: C
Diff: 2 Page Ref: 203 + 206
Objective: LO 6-5
51) The new reality for advertisers is that consumers control how they use media and marketing.
Answer: TRUE
Objective: LO 6-1
52) More than simply a communications function for a company, advertising represents a
financial investment in itself and its brand.
Answer: TRUE
Objective: LO 6-1
53) At Coca-Cola Company, there's a vice president of global marketing who coordinates all the
advertising and marketing efforts for the brand.
Answer: TRUE
Objective: LO 6-1
54) Procter & Gamble introduced the brand management concept that gave birth to the marketing
services system.
Answer: TRUE
Objective: LO 6-1
13
55) In a typical marketing service-type organization, a vice president of advertising reports to the
CEO.
Answer: FALSE
Objective: LO 6-1
56) Because of new technology and the abundance of data available, the average tenure for a
CMO has been increasing to beyond two years.
Answer: FALSE
Objective: LO 6-1
57) In large companies with several categories of products, there's another layer of management
referred to as category manager.
Answer: TRUE
Objective: LO 6-1
58) Critics indicate that because of its structure, an advertising agency may not be able to
implement one-voice marketing.
Answer: TRUE
Objective: LO 6-2
59) Don Schultz, author of Integrated Marketing Communications, says the use of databases
only dilutes efforts needed to accomplish IMC tasks.
Answer: FALSE
Objective: LO 6-2
60) Brand contact is the term for all the ways customers encounter an organization.
Answer: TRUE
Objective: LO 6-2
61) Using IMC to coordinate all of an organization's messages helps to create a unified image
and support relationship building with customers.
Answer: TRUE
Objective: LO 6-3
62) After all is said and done, most advertising and marketing agencies have made IMC itself a
fundamental goal.
Answer: TRUE
Objective: LO 6-3
14
63) ROI marketing is a philosophy rather than a fix.
Answer: TRUE
Objective: LO 6-3
64) The 70/20/10 approach to determine advertising effectiveness ought to work well in today's
world of marketing.
Answer: TRUE
Objective: LO 6-3
65) Almost 80 percent of advertising budgets for the upcoming year are approved during July
and August.
Answer: TRUE
Objective: LO 6-3
66) A downside to using the percentage of sales approach in budgeting is that it reverses the
assumed cause-and-effect relationship between advertising and sales.
Answer: TRUE
Objective: LO 6-3
67) For competitive budgeting, advertising spending is based on the percentage of sales plus
whether the advertiser is in a defensive or offensive mode.
Answer: TRUE
Objective: LO 6-3
68) The task method is the most difficult budget method for advertising although it is the most
logical.
Answer: FALSE
Objective: LO 6-3
69) A factor driving change in marketing has been the consolidation of the media universe.
Answer: FALSE
Objective: LO 6-3
70) Today, retailers and other channel members control shelf space and receive most of the
marketing dollars.
Answer: TRUE
Objective: LO 6-3
15
71) In the new media age, organizations can only hope to be part of the dialog among consumers.
Answer: TRUE
Objective: LO 6-3
72) Promotions always seem to pay for themselves in short term, but advertising never seems to.
Answer: TRUE
Objective: LO 6-3
73) Some observers note that promotions always pay for themselves in the short term, but
advertising never pays for itself in the short run.
Answer: TRUE
Objective: LO 6-4
74) Today, clients pay a consultant from $135,000 to $200,000 to conduct an agency search.
Answer: FALSE
Objective: LO 6-4
75) When a marketing department is restructured or there are several changes in management,
there's a tendency to call for an RFP.
Answer: TRUE
Objective: LO 6-4
76) A scale that allows users to rate the attributes of a bidding agency from, for example, one for
outstanding up to five for unsatisfactory is an effective evaluation tool.
Answer: TRUE
Objective: LO 6-4
77) One major reason it is so difficult to measure the results of advertising is that the specific
results sought by advertising are rarely specifically defined.
Answer: TRUE
Objective: LO 6-5
78) To increase sales or to gain a bigger share of market is a legitimate advertising goal.
Answer: FALSE
Objective: LO 6-5
16
79) One of the newer elements in the traditional Ps of marketing, according to executive Brad
Majors, is prospect.
Answer: TRUE
Objective: LO 6-5
80) Longtime advertising executive Tom Patty suggests there are five new Ps that are more
relevant in the new competitive marketing environment than the traditional Ps of marketing.
Answer: TRUE
Objective: LO 6-5
81) In Patty's 5Ps, Miller "lite" and Nissan's four-door sports car are examples of paradox.
Answer: TRUE
Diff: 2 Page Ref: 203 + 206
Objective: LO 6-5
82) Saturn is an example of a paradigm in the new 5Ps of marketing.

Answer: TRUE
Objective: LO 6-5
83) Patty indicates products of new design, and this is where social media come to mind, have to
create passionate dialogs.
Answer: TRUE
Objective: LO 6-5
17
Match the lettered item below with the appropriate numbered item. Some of the items may not be
used.
A) Papa John's
B) inside-out communications
C) payout plan
D) percentage of sales approach
E) task method
F) Patty's Five Ps
G) consumer-generated media
H) digital library
I) perspective
J) Procter & Gamble
K) demassification
L) IBC
M) slotting allowance
N) Coca-Cola
O) category manager
84) A budgeting approach that recognizes it could take years before a company can recover start-
up costs and make profits.
Objective: LO 6-3
85) The way most organizations are structured to deliver their message; this is contrary to IMC
approach.
Objective: LO 6-2
86) This company believes in positioning and even its slogan demonstrates that.
Objective: LO 6-4
87) This includes commercials, still graphic assets, logos, and other print material that are
password-accessible, allowing for easier integration of visuals by co-ops and agencies
worldwide.
Objective: LO 6-4
88) All disciplines in a company report to this person, who follows the product line through its
various phases of existence.
Objective: LO 6-1
89) This firm invented the soap opera as a perfect consumer-sales vehicle.
Objective: LO 6-1
18
90) The ability to see things in relationship to each other.
Objective: LO 6-5
91) A characteristic of this budgeting method is that increases or decreases in revenue affect the
amount of advertising expenditures.
Objective: LO 6-3
92) In 2005, this company appointed its first CMO to manage all its brands.
Objective: LO 6-5
93) Consumers use them to talk to friends about products and companies.
Objective: LO 6-3
94) Gave birth to marketing services system and the idea of brand management.
Objective: LO 6-1
95) Helps advertising and marketing people succeed in the new world despite being more
abstract and conceptual than the traditional set.
Diff: 2 Page Ref: 203, 206 + 208
Objective: LO 6-5
96) It might be compared to an admission fee paid to ensure supermarket shelf space for 3 to 6
months.
Objective: LO 6-3
97) This is the most widely used method of budgeting for advertising in a highly competitive
environment.
Objective: LO 6-3
98) Another name for integrated marketing communication.

Objective: LO 6-2
Answers: 84) C 85) B 86) A 87) H 88) O 89) J 90) I 91) D 92) N 93) G 94) J 95) F 96) M 97) E
98) L
19
99) Credit for the idea of ________ should go to Procter & Gamble, who with this concept
pioneered the marketing services system.
Answer: brand management
Objective: LO 6-1
100) Integrated marketing has been called ________ marketing, which is quite appropriate
because consumers integrate various company messages–whether a company likes it or not–into
a single brand perception.
Answer: one-voice
Objective: LO 6-2
101) In the model for IMC that Don Schultz suggests, ________ are the many ways in which
customers encounter an organization, going well beyond traditional media to include in-store
displays, sales literature, or even product design.
Answer: brand contacts
Objective: LO 6-2
102) Contrary to John Wanamaker's skepticism about the value of investing in advertising,
companies who apply modern measurement technologies and contemporary organization design
to understand, quantify, and optimize marketing are employing the philosophy of ________
marketing.
Answer: ROI
Objective: LO 6-2
103) The ________ plan approach to budgeting looks at advertising as a long-term investment,
rather than an expenditure, that can help the long-term survival of a company.
Answer: payout
Objective: LO 6-3
104) A Business Week study of start-up businesses' marketing budgets found that most followed
the ________ approach, devoting some percentage of their revenue to the marketing function.
Answer: percentage of sales
Objective: LO 6-3
105) In advertising, when clients either are disenchanted with their agencies or have a new
product or service to launch, they conduct an advertising ________, which may take several
months.
Answer: reviews
Objective: LO 6-4
20
106) Today, the majority of new agency searches have been conducted by ________ acting as
marriage brokers for clients willing to pay up to $100,000 to do what their marketing
departments used to do.
Answer: consultants
Objective: LO 6-4
107) In the so-called traditional five Ps of marketing, ________ accounts for about 90 percent.
Answer: promotion
Objective: LO 6-5
108) A ________ is simply a model way to do things, and in brand advertising that translates
into being able to effectively handle the task of communicating who and what you are.
Answer: paradigm
Objective: LO 6-5
109) Describe the impact the digital revolution has had on advertising.
Diff: 3 Page Ref: 181, 195 + 196-197
AACSB: Communication & Use of IT
Objective: LO 6-1/3
110) Procter & Gamble is known as a marketing innovator. Discuss why you agree or disagree
with that assessment.
AACSB: Communication
Objective: LO 6-1
111) Don Schultz, author of Integrated Marketing Communications, has suggestions for
successful implementation of IMC. List and discuss them.
Objective: LO 6-2
112) What is the philosophy known as ROI marketing, and what does that encompass?
Objective: LO 6-2
113) Discuss the upside and downside of the task method of budgeting for advertising.
Objective: LO 6-3
21
Test Bank for Kleppners Advertising Procedure 18th Edition by Lane
114) Discuss the notion of risk and its impact on advertising,

AACSB: Communication & Use of IT
Objective: LO 6-3
115) Describe what has prompted criticism of the relationship between agencies and their clients.
Objective: LO 6-4
116) Selecting a new agency is a critical matter that should pay dividends for years. List and
describe major points to be covered in this selection.
Objective: LO 6-4
117) List some of the factors that have created a marketing revolution.
Objective: LO 6-5
118) Discuss briefly the essential components of persuasion.

Objective: LO 6-5
22
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2) Advertisers have various ways to effectively:

3) By controlling the dollars, a company's advertising and marketing departments are:

4) Traditional responsibilities of an advertising director would include all of the following

12) Don Schultz in Integrated Marketing Communications advocates that organizations:

14) In integrated marketing, the Marcom management organizational structure:

18) Which of the following is an appropriate IMC goal?

20) Which of the following is NOT a purpose for advertising?

31) In managing brands, another new reality to contend with is:

40) Once agencies prided themselves on selling clients:

47) Which of the following is more an advertising than a marketing goal?

82) Saturn is an example of a paradigm in the new 5Ps of marketing.

98) Another name for integrated marketing communication.

114) Discuss the notion of risk and its impact on advertising,

118) Discuss briefly the essential components of persuasion.

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