1. While Fallon Worldwide was working with Arbys executives on its campaign, it was decided that the ________ for the campaign should be to increase demand for Arbys other menu items since Arbys consumers primarily associated the restaurant with roast beef and lacked an awareness of Arbys other protein offerings.

• right media

• target audience

• advertising objective

• design

• advertising budget

2. In the _____ stage of the advertising development process, Fallon account managers and clients must set the campaign budget. Campaign budgets can range from a few thousand dollars for online advertising to a few million for a network television advertisement.

• post-analysis

• action

• implementation

• planning

• evaluation

3. During the implementation stage, the Fallon creative team works with Fallon media buyers to select and schedule the media. Because Fallon Worldwide offers a number of services including research, media, copy, artwork, and production, it would be classified as a(n)

• limited-service agency.

• full-service agency.

• in-house agency.

• specialized agency.

• social media agency.

4. In the _____ stage of the advertising development process, the Fallon team conducts research to determine whether or not consumer awareness of Arbys range of protein offerings increased from pre-campaign levels.

• planning

• action

• implementation

• evaluation

• development

5. Fallon campaign managers suggested that Arbys implement a(n) ______ as one way of measuring the campaigns effectiveness. In this evaluation technique, two versions of the television advertising copy are created and the difference in effectiveness is recorded via checkout scanner data.

• attitude test

• sales test

• aided recall test

• inquiry test

• unaided recall test