ADPR and Communications
Management 5710 - Exam #1 with
complete solutions
What are Advertising and Promotion? - correct answer ✔✔What are Advertising and Promotion?
List the names of major holding companies in advertising. - correct answer ✔✔The Holding Company →
A conglomerate that is vertically integrated
-Publicis Groupe
-WPP
-Omnicon
-IPG (Interpublic Group)
-Dentsu
-Havas
What are the main duties of an advertising account manager? - correct answer ✔✔-Liaison between
AGENCY and CLIENT
-Coordinating day-to-day activities in the agency (e.g. media, creative, research, planning) for the client
-Represent client's best interests to agency and keeping agency's bottom-line in mind
Definitions of RFP, RFI, and NDA. - correct answer ✔✔RFP → Request for Proposals - longer proposal
RFI → Request for Information - short questionnaire
NDA → Non Disclosure Agreement - signed by everyone
,What does an agency search consultant do? - correct answer ✔✔Help match up agencies and clients for
a fee
What is the Latin meaning of advertising? - correct answer ✔✔Latin - Advertere → "To turn towards"
-To make an announcement to a public place, describe, or present goods publically to promote sales
Purpose: Indirect way of turning consumer towards product by:
-Providing info
-Creative positive feeling/favorable impression
-Creating "Positive brand attitude" → place consumer on path towards seeking out the product
advertised
What is the Latin meaning of promotion? - correct answer ✔✔Latin - promo-vere → To move forward
Contrast to "To turn towards"
Advertising vs. Promotion - correct answer ✔✔Advertising → long term, concerned with brand building
Promotion → short term; concerned with "immediate sales", NOW
What are the "4Ps of Marketing"? - correct answer ✔✔-Promotion (e.g localized events)
-Product (e.g product configuration)
-Price (e.g pricing structure)
-Place (e.g. distribution channels)
Marketing PR - correct answer ✔✔The form of communication management that seeks to make use of
publicity and other nonpaid forms of promotion and information to influence the feelings, opinions, or
beliefs about the company, its products or services, or about the value of the product of service or the
activities of the organization to buyers, prospects, or other stakeholders.
The 4 Communication Effects - correct answer ✔✔Category Need → Create a need for product category
, (tablet computers)
Brand Awareness
-Create awareness of a brand (e.g. Apple)
-RECOGNITION (know it when you see it)
-RECALL (think of it prior to purchase)
Brand Attitude
-Create a favorable attitude towards brand
-What we know/learn + feelings associated with brand
Brand Purchase Intention
-E.g. "I'd try that", "I'd buy it"
Brand awareness components (recall and recognition) - correct answer ✔✔
What are the 4 Brand Attitude Strategies?
(high/low involvement, positive/negative motivation) - correct answer ✔✔Type of Purchase Decision
-Low Involvement:
-Little risk attached to consequence of making the decision (e.g. candy bar)
-High Involvement:
-High risk, requires greater information gathering, and conviction that you are making the right decision
(e.g. new car)
Type of Motivation
-Negative Motivations:
-Remove or avoid a problem (e.g. losing weight to alleviate health issues)
-Positive Motivations:
-Make them "feel good: (e.g. losing weight to fit in skinny jeans)
Management 5710 - Exam #1 with
complete solutions
What are Advertising and Promotion? - correct answer ✔✔What are Advertising and Promotion?
List the names of major holding companies in advertising. - correct answer ✔✔The Holding Company →
A conglomerate that is vertically integrated
-Publicis Groupe
-WPP
-Omnicon
-IPG (Interpublic Group)
-Dentsu
-Havas
What are the main duties of an advertising account manager? - correct answer ✔✔-Liaison between
AGENCY and CLIENT
-Coordinating day-to-day activities in the agency (e.g. media, creative, research, planning) for the client
-Represent client's best interests to agency and keeping agency's bottom-line in mind
Definitions of RFP, RFI, and NDA. - correct answer ✔✔RFP → Request for Proposals - longer proposal
RFI → Request for Information - short questionnaire
NDA → Non Disclosure Agreement - signed by everyone
,What does an agency search consultant do? - correct answer ✔✔Help match up agencies and clients for
a fee
What is the Latin meaning of advertising? - correct answer ✔✔Latin - Advertere → "To turn towards"
-To make an announcement to a public place, describe, or present goods publically to promote sales
Purpose: Indirect way of turning consumer towards product by:
-Providing info
-Creative positive feeling/favorable impression
-Creating "Positive brand attitude" → place consumer on path towards seeking out the product
advertised
What is the Latin meaning of promotion? - correct answer ✔✔Latin - promo-vere → To move forward
Contrast to "To turn towards"
Advertising vs. Promotion - correct answer ✔✔Advertising → long term, concerned with brand building
Promotion → short term; concerned with "immediate sales", NOW
What are the "4Ps of Marketing"? - correct answer ✔✔-Promotion (e.g localized events)
-Product (e.g product configuration)
-Price (e.g pricing structure)
-Place (e.g. distribution channels)
Marketing PR - correct answer ✔✔The form of communication management that seeks to make use of
publicity and other nonpaid forms of promotion and information to influence the feelings, opinions, or
beliefs about the company, its products or services, or about the value of the product of service or the
activities of the organization to buyers, prospects, or other stakeholders.
The 4 Communication Effects - correct answer ✔✔Category Need → Create a need for product category
, (tablet computers)
Brand Awareness
-Create awareness of a brand (e.g. Apple)
-RECOGNITION (know it when you see it)
-RECALL (think of it prior to purchase)
Brand Attitude
-Create a favorable attitude towards brand
-What we know/learn + feelings associated with brand
Brand Purchase Intention
-E.g. "I'd try that", "I'd buy it"
Brand awareness components (recall and recognition) - correct answer ✔✔
What are the 4 Brand Attitude Strategies?
(high/low involvement, positive/negative motivation) - correct answer ✔✔Type of Purchase Decision
-Low Involvement:
-Little risk attached to consequence of making the decision (e.g. candy bar)
-High Involvement:
-High risk, requires greater information gathering, and conviction that you are making the right decision
(e.g. new car)
Type of Motivation
-Negative Motivations:
-Remove or avoid a problem (e.g. losing weight to alleviate health issues)
-Positive Motivations:
-Make them "feel good: (e.g. losing weight to fit in skinny jeans)
