Executing an IBP campaign is like performing as a symphony orchestramany individuals are simultaneously
making unique contributions to create a final piece.
a. True
b. False
Indicate whether the statement is true or false
Question 2Advocacy advertising involves promoting the benefits of a specific brand.
a. True
b. False
Indicate whether the statement is true or false
Question 3One of John Sweeney's suggestions about creativity in ad agencies is that bad work is more a matter of talent than
structure.
a. True
b. False
Indicate whether the statement is true or false
Question 4There are three broad types of corporate advertisingprofessional, peer-to-peer, and word-of-mouth.
a. True
b. False
Indicate whether the statement is true or false
Question 5In agencies, people in research departments are often put in the tough position of having to judge creative work.
a. True
b. False
Indicate whether the statement is true or false
Question 6Corporate advertising is not always targeted at the consumer.
a. True
b. False
Indicate whether the statement is true or false
Question 7In the world of advertising, science is never allowed to judge art.
a. True
b. False
Indicate whether the statement is true or false
Question 8The objectives of corporate advertising include boosting employee morale and attracting new employees.
a. True
b. False
Indicate whether the statement is true or false
Question 9Account executives are the liaison between the agency and the client.
a. True
b. False
Indicate whether the statement is true or false
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