Question

1 Which dimension of effective advertising represents the "science" part?

Select one:

a. strategic dimension

b. personal dimension

c. creative dimension

d. media dimension

e. audience dimension

2)Strategic planning is a four-tiered process that begins with the ________.

Select one:

a. marketing plan

b. initial investment

c. business plan

d. brand communication plan

e. SWOT analysis

3)________ is what the advertisement says, and ________ is how it is said.

Select one:

a. Execution; creative strategy

b. Message strategy; media strategy

c. Creative strategy; execution

d. Media strategy; message strategy

e. Cognition; affect

4) ________ are concerned with how to accomplish objectives outlined in a strategic plan.

Select one:

a. Strategies

b. Needs

c. Visions

d. Motives

e. Insights

5) The objectives for planning at the ________ planning level tend to focus on maximizing profit and return on investment.

Select one:

a. advertising

b. IMC

c. marketing

d. tactical

e. corporate

Answer 1

1. The correct option is a. strategic dimension

2. The correct option is c. business plan

3. The correct option is c. Creative strategy; execution

4. The correct option is a. Strategies

5. The correct option is e. corporate

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