Advertising is the most effective way to reach consumers and create product/ service awareness

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

Advertising A paid form of communication intended to inform, persuade, and remind an

audience to take some kind of action
Advertising Agency A marketing business that plans, creates, and manages the advertising for
other businesses called clients.

Boutique Advertising Agencya small, specialized advertising company that outsources many of
its services; also referred to as a virtual ad agency

Brand The combination of unique qualities of a company, product, or product line.

Brand Advertising A form of advertising that is used to build an image based on the set of
values held by the company.

Consumer The end user of a product or service

Corporate AdvertisingA form of advertising that is intended to enhance a company's reputation

or build goodwill.

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.

Infomercial a lengthy paid advertisement that showcases the benefits of a product

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.

Measures how much a consumer wants a product.

a. Direction
b. Motivation
c. Inspiration
d. Intensity D. Intensity

The invention of the _______ has greatly influenced advertising.

a. Radio
b. Internet
c. Printing press
d. All of the above D. All of the above

Boutique advertising agencies

A. Are large advertising agencies
B. Complete all task for the advertising campaign
C. Are small, specialized companies
D. Have many specialized departments C. Are small, specialized companies
The ___ directs the marketing research efforts involved in an advertising campaign.
a. Account executive
b. Media planner
c. Account planner
d. Copywriter C. Account planner

The _______ manages everything that happens after an advertisement is developed.

a. Account planner
b. producer
c. copywriter
d. brand specialist B. Producer

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

One of the biggest impacts on advertising agencies was the introduction of

a. radio
b. Internet
c. mail order catalogs
d. mass production D. Mass production

Who was responsible for spurring the growth of outdoor advertising?

a. Ben Franklin
b. Paul Harvey
c. P.T. Barnum
d. John Hardy C. P.T. Barnum

An advertising campaign provides an opportunity for an agency to prepare a campaign of any

length for a __________ to present the campaign to a prospective client.
a. real product
b. service
c. company/ business
d. All of these D. All of these

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

Which one of these is not a type of advertising media

a. direct mail
b. mobile communication
c. radio
d. sound bar D. Sound bar

______ 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