STCO 658 Final Exam 2024 Actual Questions and
Answers Graded A
Which of the following statements is true of the problems associated
with the
... [Show More] centralized organizational structure?
A. It does not enable a transfer of functions and responsibilities
associated with advertising and promotions to the brand manager.
B. It does not facilitate coordination with external advertising agencies.
C. It makes it difficult for the brand manager to coordinate with the
various departments within the organization.
D. It makes it difficult for the advertising department to understand the
overall marketing strategy of the brand.
E. It facilitates disassociation of advertising managers from the category
management system. - ANS-It makes it difficult for the brand manager to
coordinate with the various departments within the organization.
The ________ department coordinates all phases of production to see
that the ads are completed on time and that all deadlines for submitting
the ads to the media are met. - ANS-Traffic
Which of the following is a limitation of sampling through the mail? -
ANS-It involves extensive postal restrictions.Sampling through the mail
is common for small, lightweight, nonperishable products. The main
drawbacks to mail sampling are postal restrictions and increasing postal
rates.
Which of the following advertising communication tasks should the
specified time period be the longest? - ANS-Repositioning a brand
Which of the following statements about magazines as an advertising
medium is true? - ANS-Magazines are a highly specialized medium that
reach specific target audiences.
Flair, a women's magazine, features an ad for Elvira watches. Flair, being
a specific carrier within a medium category is known as a:
A. conduit.
B. mobile channel.
C. distribution channel.
D. transit channel.
E. media vehicle. - ANS-Media Vehicle
Which of the following statements is true of the media mix?
A. It is not possible to use only one medium or vehicle to deliver a
message.
B. The characteristics of a product help in determining the combination
of media that should be used.
C. Individual preferences have no effect on the combination of media to
be used to deliver a message.
D. Advertisers use the media mix to maintain uniformity across all
advertising media.
E. By employing a media mix, advertisers can lower the versatility to their
media strategies resulting in high amount of clutter. - ANS-B. The
characteristics of a product help in determining the combination of
media that should be used.
With reference to ad execution thoughts, advertisers are interested in
consumers' reactions to an ad because
A) the image of a company is directly proportional to the number of
advertisements it produces annually.
B) they want to segregate the target audience according to their cognitive
reactions toward an advertisement.
C) it enables organizations to create suitable counterarguments.
D) it helps organizations determine the direction of the integrated
marketing communications process. [Show Less]