Professional Documents
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Advertising - Review Midterms
Advertising - Review Midterms
True
The Executive Summary is the last section of the advertising campaign. False
The Executive Summary is a summary of the advertising campaign that describes everything
regarding the campaign. True
The Internet is not a good source for information about a business, the mission of a business, and
the products or services that the business sells. False
The objectives of the advertising campaign are the goals or desired results to be achieved after
the campaign is implemented.True
Objectives may include such things as increasing sales, increasing the size of the target market,
or increasing product awareness. True
A target market is a group of customers towards which a business has decided to aim its
marketing efforts and ultimately its merchandise. True
A primary target market and secondary target market should be included in the campaign.True
There are more than five advertising media selections to choose from. True
The advertising budget is based on the cost of the selected media and duration of the advertising
campaign. True
Advertising campaigns do not have to include a calendar of events with the best times to
incorporate advertising throughout the year to stimulate sales. False
Sales promotions are used to decrease customer traffic and sales. False
A statement of benefits to the client/ advertiser should include 5 to 10 benefits that the business
will receive by incorporating the new and innovative advertising campaign. True
Advertising campaigns should be supported with facts and opinions uncovered through primary
and secondary research. True
Sources of information used to produce the advertising campaign should be listed in the
bibliography. True
Advertising is a paid form of communication intended to inform, persuade, and remind the
audience to take some kind of action. True
Boutique Advertising Agencya small, specialized advertising company that outsources many of
its services; also referred to as a virtual ad agency
Brand Advertising A form of advertising that is used to build an image based on the set of
values held by the company.
Green Marketing The use of advertising to support and improve the environment
Industry Trade Groups Trade associations that are founded and funded by businesses
operating in a specific industry and that are responsible for public relations activities such as
advertising, education, political donations, lobbying and publishing.
Product Advertising A form of advertising that uses rational arguments to communicate why
consumers need a specific product by highlighting the benefits associated with the use of that
product.
The ________ is called upon to identify what makes a company unique in a market flooded with
consumer choices.
a. art director
b. brand specialist
c. account planner
d. copywriter B. Brand specialist
The _______ of the advertising campaign is a detailed projection of the actual cost of the
campaign.
a. budget
b. objectives
c. bibliography
d. media selection A. Budget
Conducting research to learn more about the business selected for the advertising campaign is a
part of the _____________
a. Budget
b. Objectives
c. Description of the business and its product or service
d. Appendix C. Description of the business and its product or service.
The goals or desired results to be achieved when the advertising campaign is implemented are
called _____.
a. objectives
b. budget
c. target market
d. bibliography A. Objectives
______ are paid activities used to increase customer traffic and sales.
a. Clients
b. Sales promotions
c. Benefits
d. Departments B. Sales promotions
A _________ includes supporting documents and materials used in preparing the advertising
campaign.
a. media selection
b. objectives
c. bibliography
d. appendix D. Appendix