Marketing: Chapter 16 Test Review

Product advertising gives at least one product attribute as a reason for purchasing a product.

• True

• False

Almost all advertising is a mix of product and brand advertising.

• True

• False

The person in an advertising agency who develops the media plan is called the account planner.

• True

• False

An advertising plan may be for a single advertisement, but it is most often written for an advertising campaign.

• True

• False

The objective of all advertising is the same: to increase sales.

• True

• False

A major drawback of the percentage-of-sales method of budgeting for advertising is that the advertising budget varies directly with sales.

• True

• False

The process of deciding what to say in an ad campaign- as well as how to say it- starts with the creative strategy.

• True

• False

Advertising efficiency is measured by the per-reader or per-viewer cost.

• True

• False

Image advertising makes a claim of superiority over the competition.

• True

• False

A large part of regulation actually comes from competing companies, who watch each other closely to ensure that competitors are not gaining an unfair advantage by making untruthful claims.

• True

• False