Advertising and Promotion Exam Review
Course Introduction
Advertising and Promotion explores the principles and practices involved in creating effective advertising campaigns and promotional strategies. The course examines the role of advertising within the broader marketing communications mix, including the integration of traditional and digital media platforms. Students will learn about campaign planning, target market identification, creative message development, media selection, budgeting, and the evaluation of promotional effectiveness. Through case studies and practical projects, the course emphasizes ethical issues, regulatory considerations, and the impact of advertising on society and consumer behavior, equipping students with the analytical and creative skills necessary for success in the dynamic field of advertising and promotion.
Recommended Textbook
Advertising and Integrated Brand Promotion 8th Edition by Thomas OGuinn
Available Study Resources on Quizplus
18 Chapters
1898 Verified Questions
1898 Flashcards
Source URL: https://quizplus.com/study-set/1677
Page 2
Chapter 1: The World of Advertising and IBP
Available Study Resources on Quizplus for this Chatper
101 Verified Questions
101 Flashcards
Source URL: https://quizplus.com/quiz/33261
Sample Questions
Q1) When consumers are reached by various forms of inconsistent messages,they will have an easier time understanding the brand and deciding whether to use it regularly.
A)True
B)False
Answer: False
Q2) Integrated brand promotion in action is a way to showcase how certain brands are integrating various forms of advertising and marketing communication.
A)True
B)False
Answer: True
Q3) The receivers of the communication must accommodate their perceived multiple meanings and personal agendas and then negotiate a meaning or interpretation of the ad according to their individual life experiences and value systems.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above.
3
Chapter 2: The Structure of the Advertising Industry:
Advertisers, advertising Agencies, and Support
Organizations
Available Study Resources on Quizplus for this Chatper
93 Verified Questions
93 Flashcards
Source URL: https://quizplus.com/quiz/33262
Sample Questions
Q1) Media conglomeration broadly concerns how there used to be a few main players in the media business but now many more channels and other forms of media are emerging.
A)True
B)False
Answer: False
Q2) Carmel Inc.has come up with the idea of creating a television ad for its new range of assorted cookies.The marketing executives approached RT Designs who will be filming the ad,preparing a set to record the ad,and employing an actress to play the role of a little girl enjoying her cookies.RT Designs is an example of a ________.
A) creative boutique
B) production house
C) fulfillment center
D) media specialist
Answer: B
Q3) Social media is an example of the explosion of new media in recent years.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: The History of Advertising and Brand Promotion
Available Study Resources on Quizplus for this Chatper
107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/33263
Sample Questions
Q1) What is e-business,and how is this a part of our history in the ad and IBP industry?
Answer: E-business and online commerce or the related e-commerce are game changers and a big part of the historic shift we have seen.It is a form of advertising and promotion in which companies selling to business customers who rely on the internet to close sales.There is no store per se; there may be an online store.As such,this has changed advertising because now one can see an ad for a place where they are possibly able to buy,akin to the traditional "in-store" advertising and branding we are used to seeing especially at point-of-purchase.This is an important aspect of more modern advertising and IBP,especially how it is synergistic with social and digital media.
Q2) Why did women become the primary target for advertisers in the 1920s?
A) They enjoyed a significantly higher standard of living than men.
B) They made most of the purchasing decisions for the household.
C) Public pleasure was considered more of a sin than in the Victorian era.
D) The chain of needs existed mainly more women, and not men.
Answer: B
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Social, ethical, and Regulatory Aspects of
Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/33264
Sample Questions
Q1) The primary area of advertising regulation is unsolicited or direct marketing.
A)True
B)False
Q2) List and describe four aspects of how advertising lowers the cost of products.
Q3) Societies tend to monitor advertising to determine what is irresponsible,unethical,or illegal.Despite social shifts and technological advances,a culture's views on what is acceptable and unacceptable change.
A)True
B)False
Q4) ________ is an insidious version of spam where Web users are enticed into entering personal information on a fake website that is forged to look like it is from a bank,the IRS,or other organizations.
A) Click-Fraud
B) Appropriation
C) Geofencing
D) Phishing
Q5) Advertising educates consumers.In an essay,describe the pros of adverting with reference to educating consumers.
6
To view all questions and flashcards with answers, click on the resource link above.
Chapter 5: Advertising, integrated Brand Promotion, and Consumer Behavior
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/33265
Sample Questions
Q1) A survey was conducted by Spotless,a dishwashing liquid manufacturer,at a department store.During the survey,the store manager asked customers which dishwashing liquid they utilized,to which most of them immediately replied,"Spotless." When asked why,the customers stated that they felt it was used by everyone and was the most popular.Based on the given scenario,it can be said that Spotless has .
A) low brand loyalty
B) high involvement
C) an accessibility bonus
D) a low economy of scale
Q2) In the world of advertising,culture is seen as:
A) people's rules and regulations.
B) the total way of life of a people.
C) a sense of morality in society.
D) the spiritual beliefs of people.
Q3) Consumer behavior is a process that begins with problem recognition.
A)True
B)False
Q4) Discuss culture as a major component in consumers' lives.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Q5) Discuss the need recognition state of the consumer decision-making process.
Chapter 6: Market Segmentation, positioning, and the Value Proposition
Available Study Resources on Quizplus for this Chatper
94 Verified Questions
94 Flashcards
Source URL: https://quizplus.com/quiz/33266
Sample Questions
Q1) What is the difference between a consumer market and a business market? Give an example of each.Then describe how business markets are segmented,and use your example to explain your answer.
Q2) _____ is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the understanding of consumers' activities,interests,and opinions.
A) Demographics
B) Geodemographics
C) Psychographics
D) Micrographics
Q3) Climate,topography,community size,and national region have been found to make dramatic differences in consumption,including habits involving eating and food preparation,entertainment,and recreation.This is the basis of segmentation.
A) psychographic
B) commitment-level-based
C) geographic
D) demographic
Q4) What is a positioning strategy?
Q5) What are the disadvantages of the heavy-user strategy?
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Advertising Research
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/33267
Sample Questions
Q1) (Scenario 7-3)In its research,GM hoped to find why consumers liked certain features in their cars and disliked others.GM inquired about consumer wants and needs,and then looked to apply its findings to product development.This process is called:
A) developmental advertising.
B) design thinking.
C) concept testing.
D) audience profiling.
Q2) One of your advertising agency's clients has asked for a description of how an attitude study is performed on a television commercial in a theater test setting.Describe this process in general terms.(It is not necessary to describe the measurement scale.)In your answer,include a summary of the reasons why you would do such a test and the advantages and disadvantages of this method of pretesting ads.
Q3) Thought listings and cognitive response analysis are tests of knowledge,cognitive impact,and to a lesser degree feelings and emotions.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Planning Advertising and Integrated Brand Promotion
Available Study Resources on Quizplus for this Chatper
96 Verified Questions
96 Flashcards
Source URL: https://quizplus.com/quiz/33268
Sample Questions
Q1) In the introduction of an advertising plan,the _____ comes before the overview.
A) situation analysis
B) executive summary
C) strategy
D) objectives
Q2) Share of voice,or share of market,is a method that bases an ad budget on whatever significant competitors are spending.
A)True
B)False
Q3) It is important for an advertiser and agency to align around evaluation criteria upfront.
A)True
B)False
Q4) The last element to appear in an advertising plan is the
A) executive summary
B) evaluation
C) history
D) competitor analysis
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Managing Creativity in Advertising and IBP
Available Study Resources on Quizplus for this Chatper
101 Verified Questions
101 Flashcards
Source URL: https://quizplus.com/quiz/33269
Sample Questions
Q1) In his analysis of some of the most creative people of the 20th century,Gardner found that they often had troubled personal lives and were significantly childlike.
A)True
B)False
Q2) (Scenario 9-2)Which of the following is one critical item of information that Optima's brand manager should expect to see on the final creative brief to diminish conflicts in the future?
A) The creative team should avoid animation and cartoon graphics.
B) The ad should be likeable without pushing for a particular belief about the brand.
C) The music for the campaign should be oldies rock.
D) The goal should be reaching the wives of retirees who play golf.
Q3) Robert Sternberg has found that to be more creative,you need to spend time gaining knowledge but also avoid getting mired in so much knowledge that creativity is stifled.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Creative Message Strategy
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/33270
Sample
Questions
Q1) (Scenario 10-2)It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future.This describes the term:
A) brand recall.
B) advertisement remembrance.
C) strong memory.
D) display memory.
Q2) (Scenario 10-4)Ad #2 features a statement from a satisfied consumer.The company hopes this customer's opinion of the product will persuade others to buy its shoes.The customer has given a(n):
A) affective association.
B) testimonial.
C) product demonstration.
D) infomercial.
Q3) Humorous versions of advertisements usually prove to be less persuasive than non-humorous versions of the same ad.
A)True
B)False
Q4) What is message strategy? How is it used in advertising and promotion?
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Executing the Creative
Available Study Resources on Quizplus for this Chatper
109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/33271
Sample Questions
Q1) Which of the following is true of the production stage of the television advertising process?
A) It can include some final preparations such as lighting checks and rehearsals.
B) It involves creating the shot-by-shot sketch depicting the visual scenes that will be used in an advertisement.
C) It is that stage at which the advertiser estimates the cost of the shoot and required paraphernalia.
D) It mostly involves the assessment of directors and music suppliers to be chosen for the shooting.
Q2) (Scenario 11-5)The art director thinks about the layout and reminds herself of a widely held belief in the world of art production-that a larger size in an ad illustration typically means:
A) greater reader attention.
B) higher brand sales.
C) lesser brand importance.
D) weaker copy.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Media Planning Essentials
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/33272
Sample Questions
Q1) A media planner should understand the key role of modern media buying via
A) plan; frequencies
B) programmatic media buying
C) mix; plans
D) vehicle; outlines
Q2) Which of the following is most likely to be used for above-the-line promotion?
A) Coupons
B) Blogs
C) Magazines
D) Social networking sites
Q3) Which of the following is true of unmeasured media?
A) It is hard to measure with traditional means.
B) It is limited to network TV.
C) Spot radio is the same as podcasting.
D) Local newspapers are merging with global conglomerates.
Q4) The forgetting function explains that people's forgetting is fairly predictable.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Media Planning: Newspapers, magazines, television,
and Radio
Available Study Resources on Quizplus for this Chatper
109 Verified Questions
109 Flashcards
Source URL: https://quizplus.com/quiz/33273
Sample Questions
Q1) Advantages of newspapers include geographic selectivity and _________.
A) long life-span
B) high credibility
C) timeliness
D) high geographic selectivity
Q2) Advertisers are boosting spending on digital,social,and mobile media because of more _________ and the ability to communicate when and where consumers are making decisions.
A) broadcast
B) print
C) precise targeting capabilities
D) radio
Q3) Advertisers are exploring other ways to take advantage of the interactive digital environment beyond digital versions of magazine publications.
A)True
B)False
Q4) Aside from the fact that cable TV offers more channels and more programming,what are the two other aspects that distinguish cable from network TV?
Q5) Describe four main advantages of newspapers as a media class.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Media Planning: Advertising and IBP in Digital, social,
Mobile Media
Available Study Resources on Quizplus for this Chatper
137 Verified Questions
137 Flashcards
Source URL: https://quizplus.com/quiz/33274
Sample Questions
Q1) Explain the terms paid search and search engine optimization? What are the similarities and differences between the two? Use an example to explain each of the concepts.
Q2) Which of the following is a disadvantage of using online press releases for PR?
A) They cannot disseminate information accurately.
B) They are ineffective in targeting specific audiences.
C) They are too expensive for most firms to consider.
D) They cannot be picked up by major news services or online newspapers.
Q3) It is paramount to use digital,social,and mobile media in a synergistic way with other forms of IBP.
A)True
B)False
Q4) Explain why it is crucial for advertisers to understand how consumers think,feel,and act regarding social media,online advertising,and e-commerce.Can social media be leveraged profitably? Explain.
Q5) Web 2.0 leaves no trail of digital footprints,and hides one's online activities from future employers,spouses,and parents.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Sales Promotion, point-Of-Purchase
Advertising, and Support Media
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/33275
Sample Questions
Q1) Historically,more money has been budgeted for sales promotion than for advertising.
A)True
B)False
Q2) Which of the following are the three basic forms of sales promotion?
A) At-home, in-store, and out-of-home
B) At-home, in-store, and out-of-home .
C) Indoor, outdoor, and mobile .
D) Consumer-market, trade-market, and business-market.
Q3) P-O-P promotion can aid manufacturers by attracting consumers,but not by securing relationships within trade and business markets.
A)True
B)False
Q4) A granola bar included in a box of cereal is a:
A) self-liquidating premium.
B) push strategy.
C) free premium.
D) price-off deal.
Q5) Describe the various sampling techniques used in consumer-market sales promotion.
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Event Sponsorship, product Placements, and
Branded Entertainment
Available Study Resources on Quizplus for this Chatper
106 Verified Questions
106 Flashcards
Source URL: https://quizplus.com/quiz/33276
Sample Questions
Q1) Recent research indicates that a brand gets the most benefit when product placement of the item:
A) is used repeatedly to create logistics in a short period of time.
B) gets people to talk about it in everyday conversation.
C) appears on a new show.
D) is used in isolation without the distraction of other marketing elements.
Q2) An event and their sponsors just ended,and now they want to have data to be able to show how and if the event or sponsorship was successful as an experiential marketing tool or for the community.They need to conduct:
A) Brand loyalty
B) Event sponsorship measurement
C) Affiliate marketing
D) Sponsor spillover
Q3) Discuss the nature and use of product placement.Explain,with examples,which forms of media today's advertisers specifically use for product placement.
Q4) Event sponsorship is a documented way to improve consumer knowledge about a product.
A)True
B)False
Page 18
To view all questions and flashcards with answers, click on the resource link above.
Chapter 17: Integrating Direct Marketing and Personal Selling
Available Study Resources on Quizplus for this Chatper
98 Verified Questions
98 Flashcards
Source URL: https://quizplus.com/quiz/33277
Sample Questions
Q1) A key aspect of direct marketing programs is that they are often designed to produce an immediate,measurable response.
A)True
B)False
Q2) A shoe retailer uses its marketing database to run a recency,frequency,monetary analysis on its customers.In this context,recency refers to:
A) how often a consumer was reached with any kind of advertising message.
B) how often a consumer was reached through a direct marketing medium.
C) how long it has been since a consumer shopped at or bought a product from the company.
D) how often a consumer purchases a product from a certain product category.
Q3) System selling entails selling a set or interrelated components that fulfill all or a majority of a customer's needs in a particular area.
A)True
B)False
Q4) Advertisers invest nearly $9 billion annually in direct-mail programs.
A)True
B)False
Page 19
To view all questions and flashcards with answers, click on the resource link above.
Chapter 18: Public Relations, influencer Marketing, and Corporate Advertising
Available Study Resources on Quizplus for this Chatper
113 Verified Questions
113 Flashcards
Source URL: https://quizplus.com/quiz/33278
Sample Questions
Q1) As opposed to a news release,a feature story:
A) gives a single journalist exclusive rights to the information.
B) is short and precise.
C) gives the company no control over the content.
D) can be written by an employee of the firm.
Q2) WOM can relate with a customer's intentions to buy the brand,especially if the information comes from someone with close social ties to that consumer.
A)True
B)False
Q3) A car company had a scandal where its breaks were not always working.Then,their air bags didn't always deploy.Months later,a public relations consultant reviews this situation and how it was handled.To help the company better handle such situations in the future,the consultant should
A) start a new advertising campaign for the new model of the car.
B) prepare a public relations audit and identify the company's vulnerabilities.
C) disseminate positive information through in-house publications.
D) deploy lobbyists to monitor legislation that can negatively impact the company.
To view all questions and flashcards with answers, click on the resource link above.
Page 20