Advertising and Promotion Exam Preparation Guide
Course Introduction
Advertising and Promotion explores the principles and practices of creating, managing, and evaluating advertising and promotional campaigns. The course examines the integration of advertising with other promotional tools such as public relations, sales promotion, direct marketing, and digital media to build brand awareness and influence consumer behavior. Students will learn about campaign planning, message development, media selection, budgeting, and measurement of effectiveness, gaining practical insights through case studies and real-world project work. This course is ideal for those interested in understanding the strategic and creative aspects of promotional communication in todays competitive marketplace.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 6th Edition by Kenneth E. Clow
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15 Chapters
2867 Verified Questions
2867 Flashcards
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Chapter 1: Integrated Marketing Communications
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102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/21431
Sample Questions
Q1) The term "alternative marketing" ncludes the following, except:
A) buzz marketing
B) social networks and blogs
C) guerrilla marketing
D) product placement
Answer: B
Q2) Many marketing experts feel the advancement of the Internet and information technology has caused a shift in channel power:
A) from producers to wholesalers
B) away from manufacturers
C) from retailers to wholesalers
D) to consumers
Answer: D
Q3) Julie is explaining an integrated marketing communications program to Michael. In this situation:
A) Julie is a sender and Michael is an encoder
B) Julie is a receiver and Michael is using a transmission device
C) Julie is a sender and Michael is a receiver
D) Julie is a transmission device and Michael is a decoder
Answer: C
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Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) An organizational policy to actively recruit minority employees would be an element of a company's image.
A)True
B)False
Answer: True
Q2) Describe the differences between brand extensions and flanker brands.
Answer: Brand extensions use an established brand name on goods or services not related to a core brand. Flanker brands are brands used by a company in a category in which the company currently has an offering.
Q3) Global brands perform best with:
A) highly visible products, such as clothing and furniture
B) high-profile, low-involvement products
C) high-profile, high-involvement products
D) low-involvement everyday products
Answer: C
Q4) Brand metrics measure returns on branding investments.
A)True
B)False
Answer: True
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Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) A major reason the Chipotle Mexican Grill was successful was its relatively simple menu.
A)True
B)False
Answer: True
Q2) In terms of the external information search process, the extent to which a stimulus or task is relevant to a consumer's existing need determines the:
A) ability to search
B) need for cognition
C) search methods
D) level of involvement
Answer: D
Q3) The evoked set in a purchase decision consists of brands that have been purchased previously.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The IMC Planning Process
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) When consumers begin to forget a brand name because advertising messages have stopped, it is a sign of:
A) a sales-response curve
B) wear out effects
C) decay effects
D) carryover effects
Q2) Using segmentation by size, which type of organization would be most likely to be contacted by a field sales person visiting the organization's place of business?
A) small size
B) medium size
C) large size.
D) governmental
Q3) If Burger King's advertising manager decides to match McDonald's dollar-for-dollar in advertising expenditures, which type of advertising budget is being used?
A) objective and task
B) meet the competition
C) what we can afford
D) the percentage of share method
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6
Chapter 5: Advertising Management
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) In the consumer sector, advertising tends to:
A) support other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows
B) be the primary vehicle for communicating to customers
C) be done in-house to prevent competitors from learning about the company's products and communication approach
D) be used to support consumer promotions and personal selling efforts
Q2) In terms of advertising budget distribution, a flighting campaign is best suited to products with:
A) one key peak season and an off season
B) a series of small seasons and no off seasons
C) a series of customers who buy at different times during the year
D) a high service component
Q3) Persuasion is one of the most common advertising goals.
A)True
B)False
Q4) A top-of-mind brand creates the impression that it is the easiest to buy.
A)True
B)False
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Chapter 6: Advertising Design: Theoretical Frameworks and Types of Appeals
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) In a means-end chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The fact that milk has calcium represents which component of the means-end chain?
A) product attribute
B) consumer benefit
C) leverage point
D) personal value
Q2) Most creatives view emotional advertising as the key to developing brand loyalty. A)True
B)False
Q3) A leverage point is the feature of the ad that moves the viewer from understanding the product's benefits to linking those benefits with:
A) a liking for the product
B) personal values
C) the visual element into both a mental picture and words
D) some type of action or change in attitude
Q4) Describe the sequence that occurs when a humorous ad is successful.
Q5) What are the major criticisms of sexuality in advertising?
Page 8
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Chapter 7: Advertising Design: Message Strategies and
Executional
Frameworks
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200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21437
Sample Questions
Q1) In beating ad clutter, repetition can increase brand and ad recall, except when:
A) the ads are put into different media
B) competing ads are present
C) a celebrity spokesperson is used
D) the ad uses a fantasy executional framework
Q2) "We make the best tacos in town," is an example of a hyperbole form of cognitive message strategy.
A)True
B)False
Q3) A negative comparison ad that causes people to dislike the sponsor brand may be due to:
A) the preemptive claim of superiority
B) a generic demonstration of product quality
C) spontaneous trait transference
D) internal cognitive consistency
Q4) To provide protection from lawsuits, company leaders and advertisers must be sure that any claim made about the competition using a comparative message strategy approach can be clearly substantiated.
A)True B)False
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Chapter 8: Traditional Media Channels
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) In terms of business-to-business advertising expenditures, the most dollars are spent on:
A) television
B) the Internet
C) business publications
D) newspapers
Q2) The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons, except:
A) business decision makers are also consumers of goods and services
B) non-business outlets are not as costly and tend to be more effective
C) difficulty of reaching members of the buying center when they are at work
D) clutter in traditional business-to-business media
Q3) An advertising analysis is a comprehensive review of a company's fundamental marketing program.
A)True
B)False
Q4) Identify the components of the media plan.
Q5) What are the primary benefits of radio advertising? The primary problems?
Q6) Define reach, frequency, continuity, and gross impressions.
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Chapter 9: Digital Marketing
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) What is search engine optimization and how is it achieved?
Q2) The largest source of display ads on social media networks is with:
A) YouTube
B) micro-sites
C) niche social network sites
D) Facebook
Q3) Of the three methods of search engine optimization, the most effective is paid search ads.
A)True
B)False
Q4) The stage of Web development that pushed communication channels to real-time was:
A) Web 1.0
B) Web 2.0
C) Web 3.0
D) Web 4.0
Q5) What is meant by the digital marketing?
Q6) Web 2.0 changed the ways consumers communicate and interacted with businesses.
A)True B)False
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Chapter 10: Alternative Marketing
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200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21440
Sample Questions
Q1) Word-of-mouth marketing is also known as:
A) guerilla marketing
B) lifestyle marketing
C) buzz marketing
D) branded entertainment
Q2) Although it is virtually impossible for companies to create brand communities, marketers can facilitate and enhance the communities in which owners interact.
A)True
B)False
Q3) During the incubation stage of buzz marketing, the product is being used by a few innovators or trendsetters.
A)True
B)False
Q4) During the inoculation stage of buzz marketing, the product is being used by a few innovators or trendsetters.
A)True
B)False
Q5) Identify the major forms of alternative marketing.
Q6) Discuss the factors that are necessary for effective point-of-purchase displays.
Page 12
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21441
Sample Questions
Q1) While database marketing can be used for selling products, the primary benefit of database marketing can be the enhancement of customer loyalty.
A)True
B)False
Q2) Catalogs offer the advantages of being long lasting, low-pressure, and can be viewed at a person's leisure.
A)True
B)False
Q3) The first step in the selling process is:
A) generating leads
B) sales presentation
C) knowledge acquisition
D) qualifying prospects
Q4) The data warehouse holds all of the customer data.
A)True
B)False
Q5) Identify and evaluate the methods of generating sales leads.
Page 13
Q6) Discuss the concept of data-driven communication.
Q7) Identify and describe the three primary types of data-driven marketing programs.
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Chapter 12: Sales Promotions
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203 Verified Questions
203 Flashcards
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Sample Questions
Q1) Which is related to the actual attractiveness of a prize in a contest?
A) intrinsic value
B) extrinsic value
C) redemption rates
D) Internet inquiries
Q2) From a retailer's perspective, a trade show allows buyers to compare merchandise and to make contacts with several prospective vendors.
A)True
B)False
Q3) When two products from the same company are promoted together, using one consumer promotion, it is a(n):
A) intracompany tie-in
B) intercompany tie-in
C) overlay
D) premium
Q4) What are the major types of coupons?
Q5) What is the primary difference between a contest and a sweepstakes?
Q6) Bounce-back coupons tend to encourage trial purchases of products.
A)True
B)False
Page 14
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Chapter 13: Public Relations and Sponsorship Programs
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) The company has little influence on what external stakeholders should think or say about it.
A)True
B)False
Q2) A crisis does not always have to be viewed negatively. It can be an opportunity for a company to improve its position in the market and enhance its image.
A)True
B)False
Q3) Entitlings are a form of proactive prevention strategy that involves claiming responsibility for positive outcomes of events.
A)True
B)False
Q4) The public relations department issues a statement saying, "Unusual and unforeseen weather caused this accident. It was beyond our control." This statement is a form of:
A) expression of innocence
B) excuse
C) rationalization
D) justification
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Chapter 14: Regulations and Ethical Concerns
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200 Flashcards
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Sample Questions
Q1) The National Advertising Division (NAD) of the Council of Better Business Bureaus becomes involved in all of the following, except:
A) cases of mail fraud
B) collecting information about misleading advertising
C) negotiating modification of ads deemed to be misleading
D) dismissing unsubstantiated complaints about an advertisement
Q2) If a business files a complaint with the National Advertising Division (NAD) of the Council of Better Business Bureaus claiming that one of its competitors has unfairly and deceptively depicted the business in an ad, the NAD will:
A) issue a cease and desist order if it finds the ad is indeed deceptive and misleading
B) investigate the ad to determine if the FTC Act has been violated
C) collect information and evaluate data concerning the complaint to determine if the advertiser's claims can be substantiated.
D) refer the case to the Federal Trade Commission since it involves a business filing the complaint
Q3) What is a trade regulation?
Q4) Explain the difference between deception and puffery.
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Chapter 15: Evaluating an Integrated Marketing Program
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154 Verified Questions
154 Flashcards
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Sample Questions
Q1) Biometric measures evaluate:
A) data about a person's heartbeat, perspiration levels, respiration, and body movements
B) data about a person's attitudinal changes
C) changes in sales after exposure to an emotional advertisement
D) increases in verbal responses to questions posed in focus groups
Q2) To some, the only measure that should be used to evaluate marketing is:
A) sales
B) brand loyalty and brand equity
C) brand awareness
D) brand recognition
Q3) Which does not measure the effectiveness of interactive marketing?
A) emotional reactions
B) a pupillometric meter
C) lead generation
D) customer knowledge
Q4) Evaluation or testing of advertising communications can occur at any stage of the development process.
A)True
B)False
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