Reference no: EM133318475
Assignment:
1. One disadvantage of an in-house advertising department is:
A) the ads created may become stale or the staff fails to recognize new opportunities
B) higher cost because of outsourcing components of the ad process
C) morale within the marketing department may be lower
D) greater potential for lawsuits
2. The following are disadvantages of using an in-house advertising department, except:
A) the company can go stale and fail to recognize other promotional or advertising opportunities
B) the internal department may lack the expertise to carry out all of the necessary functions
C) the internal department may not have a good understanding of the firm's mission and message
D) the internal department may lack objectivity in creating advertisements
3. In deciding between an external advertising agency and creating advertisements in-house, each of the following variables should be considered, except:
A) the objectivity factor
B) the spokesperson factor
C) the complexity of the product
D) the creativity issue
4. With regard to the account size in determining whether to use an external agency or perform the work in-house, the following statements are true, except:
A) a small account is not usually attractive to a large agency
B) if 75% of the money cannot be used to buy media time and space, it is better to do the work in-house
C) if the agency charges more than 25% of the money to design and create the ads, then the account is too small to use an external agency
D) a small agency is not a viable choice, even for a small account, because the agency will lack the necessary resources to do the work105)
5. Since 1853 Levi Strauss & Company has operated under the following principles, except:
A) frugality
B) empathy
C) originality
D) integrity
6. Levi-Strauss & Company's database marketing program was designed to:
A) create a new line of products
B) understand overall consumer demand for pants
C) identify target groups and interact with members of those groups
D) lead to a change in brand name from Levi's to Dockers
7. Consumers who are exposed to which type of promotion tend to develop higher levels of brand awareness and stronger perceptions of brand equity?
A) franchise-building
B) sales-building
C) equity-building
D) brand-building
8. If consumer promotions are used, high-image brands should focus more on:
A) brand-building promotions
B) sales-building promotions
C) franchise-building promotions
D) equity-building promotions
9. If consumer promotions are used, lower image brands that emphasis price should focus more on:
A) brand-building promotions
B) sales-building promotions
C) franchise-building promotions
D) equity-building promotions
10. In making the decision on how much emphasis a company should put on green marketing, managers should ask all of the following initial questions, except:
A) will the company's current target market be alienated by adopting a green marketing approach
B) how much profit will a green marketing approach generate for the company
C) what percentage of the company's customer base fits into the green marketing segments
D) can the brand or company be differentiated from the competition along green lines