1) ________ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics.

Select one:

a. Insight mining

b. Situation analysis

c. Strategic research

d. Strategic planning

e. Marketing research

2) What do media planners, market researchers, copywriters, and art directors all have in common?

Select one:

a. They all search for new ideas.

b. They all manage the creative process.

c. They all conduct market research.

d. They all need consumer approval.

e. They all rely on logical appeals more heavily than emotional appeals.

3) Which dimension of effective advertising represents the "art" part?

Select one:

a. strategic dimension

b. personal dimension

c. creative dimension

d. media dimension

e. audience dimension

4) Which of the following objectives is most closely related to the See/Hear facet of the Facets Model of Effects?

Select one:

a. change attitudes

b. create conviction

c. create attention

d. stimulate trial

e. touch emotions

5) Which concept is a measurement that shows whether, in general, the costs of conducting the business are more than matched by the revenue produced in return?

Select one:

a. SWOT

b. SBU

c. IMC

d. the 4 Ps

e. ROI