topgradehub-essays

The owner of a professional baseball team

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing __________ for the campaign.

We Write Essays For Students

Tell us about your assignment and we will find the best writer for your paper

Write My Essay For Me

a) the target audience

b) a budget

c) a media plan

d) objectives

e) advertising directives

45. Advertising campaign objectives that are aimed at making customers’ attitudes more favorable are stated in ________ terms.

a) communication

b) sales

c) demand

d) market

e) survey

46. If an advertising campaign is aimed at increasing brand awareness and consumers’ knowledge of a product’s features, the advertising objective should be stated in terms of

a) market share.

b) dollar sales.

c) unit sales.

d) communication.

e) long-run goals.

47. An advertising platform is the

a) basic issue or selling point that an advertiser wishes to include in an advertising campaign.

b) objective of the advertising campaign, stated in precise and measurable terms.

c) form in which the basic issues of the campaign should be presented.

d) broad objectives of the advertising campaign.

e) consumer advertising research conducted.

48. The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the

a) advertising objectives.

b) target audience objectives.

c) media plan.

d) advertising message.

e) advertising platform.

49. Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the

a) advertising appropriation.

b) objective-and-task approach.

c) advertising platform.

d) advertising objective.

e) advertising budget.

50. Frederick Griffith of Griffith’s department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm’s agency. “We have the best customer service in town, and I feel that is what we should be hanging our hats on,” he states. This statement is most appropriate for use in which of the following stages of campaign development?

a) Determining the appropriations

b) Creating the platform

c) Identifying the target

d) Defining objectives

e) Developing the media plan

51. An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that

a) competitive products lack.

b) can be seen easily in a photograph.

c) are familiar concepts to those in the target market.

d) competitive products have as well.

e) are reasonably inexpensive to develop.

52. The most effective method of determining platform issues is to use a survey of

a) personnel within the firm.

b) individuals at the advertising agency.

c) customers.

d) marketers in the industry.

e) advertising experts.

53. What is an advertising platform most commonly based upon?

a) The opinions of employees within the firm or the advertising agency

b) Data collected from past marketing research about the brand

c) Customer surveys about what they consider the most important issues

d) Retailer information about potential consumers of the product

e) The advertising appropriation for that particular ad campaign

54. The total amount of money a marketer allocates for advertising for a specific time period is the

a) marketing budget.

b) advertising appropriation.

c) objective-and-task approach.

d) promotion grant.

e) finances for advertising.

55. Advertising appropriations are largest for which type of product?

a) Business products

b) Convenience goods

c) High-priced products

d) Specialty goods

e) Infrequently purchased goods

56. Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the __________ approach.

a) reliable-appropriation

b) match-competition

c) arbitrary

d) objective-and-task

e) percent-of-sales

57. The main problem with using the objective-and-task approach to setting an advertising budget is that

a) sales create advertising rather than advertising creates sales.

b) it often results in overspending or underspending of the firm’s resources.

c) it does not achieve full potential in terms of stimulating demand.

d) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.

e) it is difficult to determine the objectives of the campaign.

58. Danielle Robinson, account representative for EXpert Advertising, tells D’Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advert

ORDER A SIMILAR ESSAY WRITTEN FROM SCRATCH

Save time and money with our essay writers for hire. If you are in search of a dependable academic support provider that offers more than just typical writing services, you have come to the right place. As a cost-effective essay writing service, we not only assist you in crafting outstanding papers but also provide complimentary features.

PLACE YOUR ORDER

Share your love