The first element to appear in an advertising plan is the , and the last element is the .
a. executive summary; execution
b. introduction; evaluation
c. history; strategy
d. overview; competitor analysis
Question 2The concept of
marketing is interactive because the marketer attempts to develop an ongoing dialogue with
the customer based on the idea that one contact will lead to another, and the message is continually refined.
a. mass
b. direct
c. social media
d. partnership
Question 3Which of the following is a part of the situational analysis component of an advertising plan?
a. Executive summary
b. Time frame
c. Historical context
d. Copy Strategy
Question 4Direct marketing is defined as an interactive system that uses one or more advertising media to:
a. develop a one-time communication with customers.
b. push a product through the distribution channel.
c. sustain a brand image.
d. get a measurable response or transaction at any location.
Question 5Apple used a wide array of options to create interest and communicate the value proposition for its brands like the
iPad and iPhone. Which of the following would NOT be included in Apple's advertising plan?
a. Billboard ads
b. Manufacturing schedule
c. Product placement
d. Promotional events
Question 6Customer relationship management, or CRM, involves cultivating long-term relationships with customers.
a. True
b. False
Indicate whether the statement is true or false
Question 7An agency's crucial role is to translate the current market and marketing status of a firm and its advertising
objectives into advertising strategy and, ultimately, finished advertisements and IBP materials.
a. True
b. False
Indicate whether the statement is true or false
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