A hospital is attempting to change its image. In the past, the hospital has been perceived as having ...

A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital caresa tactic that has been used again and again by other medical institutions. The art director thinks about the layout and reminds herself of a widely held belief in the world of
  art productionthat a larger size in an ad illustration typically means:
 a. greater reader attention.
  b. higher brand sales.
  c. lesser brand importance.
  d. weaker copy.

Question 2

As one of the world's largest computer and technology developers, Dell, Inc has never been a stranger to advertising. However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years. In the past, Dell found success promoting its products as some of the most inexpensive computer products in the market. However, the company's new ad campaign, which will be targeted toward more high-end users, will make no mention of product price. The company is looking to reinvent its image and believes that the first step in doing so is to revamp its outdated advertising campaign. Dell plans to strengthen its relationships with the media, industry associations, and its various competitors. In such a scenario, Dell would be hiring to help strengthen their relationships.
 a. a public relations firm
  b. a market research firm
  c. a creative boutique
  d. a database agency

Question 3

Which of the following are factors in identifying and transmitting values to future generations?
 a. family
  b. laws
  c. education
  d. all of the above.

Question 4

Customers tend to evaluate physical goods and services in the same way.
 
 Indicate whether the statement is true or false

Question 5

A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital caresa tactic that has been used again and again by other medical institutions. The art director for this campaign needs to convey a particular mood, a feeling of warmth and serenity, in this ad illustration. While all of the elements below may have some impact on the illustration, she should pay particular attention to the:
 a. size of the illustration within the layout.
  b. lighting, color, tone, and texture of the illustration.
  c. space taken by the body copy.
  d. magazine and newspaper vehicles in which the ad will run.

Question 6

As one of the world's largest computer and technology developers, Dell, Inc has never been a stranger to advertising. However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years. In the past, Dell found success promoting its products as some of the most inexpensive computer products in the market. However, the company's new ad campaign, which will be targeted toward more high-end users, will make no mention of product price. The company is looking to reinvent its image and believes that the first step in doing so is to revamp its outdated advertising campaign. To generate interest in its new line of computers, Dell hires a company to design a number of contests and incentive programs that will help build excitement for the new line. This company is an example of a(n):
 a. fulfillment center.
  b. database agency.
  c. sales promotion agency.
  d. market research firm.

Question 7

Business ethics
 a. only involves moral values
  b. only involves establishing behavioral standards
  c. ultimately is about decision-making
  d. only involves determination of right and wrong