Advertising and Promotion
Final Exam Questions
Course Introduction
This course explores the principles and practices of advertising and promotion within the context of modern marketing. Students will examine the key components of successful advertising strategies, including market research, message development, media selection, budgeting, and campaign evaluation. The course covers both traditional and digital platforms, emphasizing the integration of promotional tools such as public relations, sales promotions, direct marketing, and social media. Through case studies and practical projects, students will gain hands-on experience in designing and managing effective advertising campaigns that align with organizational goals and consumer behavior.
Recommended Textbook
22 Chapters 2396 Verified Questions
2396 Flashcards
Source URL: https://quizplus.com/study-set/2049
Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/40789
Sample Questions
Q1) _____ is defined as any paid form of nonpersonal presentation of ideas,goods,or services by an identified sponsor using predominantly mass media communication.
A)Advertising
B)Personal selling
C)The promotional mix
D)Publicity
E)Sales promotion
Answer: A
Q2) Advertisements for Tungue Safekeeper lockable outdoor storage bins in Textile Rental,a publication for those in the uniform and linen rental business,is an example of _____ advertising.
A)professional
B)trade
C)regressive
D)progressive
E)media mix
Answer: A
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Role of Imc in the Marketing Process
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/40788
Sample Questions
Q1) The ad for Tempur-Pedic's weight control mattress describes the mattress as "a perfect refuge from the cares of the day." This description indicates that the mattress maker is using _____ segmentation to define its market.
A)benefit
B)demographic
C)geographic
D)behavioristic
E)SRI
Answer: A
Q2) Which of the following is part of an IMC strategy used by the San Diego Padres to reach diverse audiences?
A)bilingual broadcasts
B)e-mail newsletter
C)Padres Jr.promotions
D)corporate sponsorships.
E)all of the above See Diversity Perspective 2.1.
Answer: C
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/40787
Sample Questions
Q1) Agencies can search and compete for new clients by:
A)making a speculative presentation
B)working with charitable organizations pro bono
C)direct solicitations
D)referrals from all businesses with which the agency interacts
E)doing any of the above
Answer: E
Q2) From the perspective of a promotional planner,the primary purpose of most media is to:
A)entertain consumers
B)inform consumers
C)provide a way of reaching consumers with the company's marketing communications message
D)help the company understand the marketplace
E)do all of the above
Answer: C
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Perspectives on Consumer Behavior
Available Study Resources on Quizplus for this Chatper
114 Verified Questions
114 Flashcards
Source URL: https://quizplus.com/quiz/40786
Sample Questions
Q1) For which of the following products is the consumer most likely to experience cognitive dissonance?
A)chewing gum
B)diamond engagement ring
C)office supplies
D)light bulbs
E)garden fertilizer The purchase of a ring is an important decision and the buyer must choose among close alternatives.
Q2) External sources of information used in the consumer decision-making process include:
A)personal experiences
B)public sources
C)commercial sources
D)personal sources
E)all of the above
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: The Communication Process
Available Study Resources on Quizplus for this Chatper
132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40785
Sample Questions
Q1) ____ is a term used to describe a message receiver's feelings of favorability or unfavorability toward an advertisement.
A)Brand attitude
B)Purchase intent
C)Attitude toward the ad
D)Counterargument
E)Source derogation
Q2) Which of the following statements about ageism in advertising is true?
A)Mature people are more likely to be shown in television than print ads.
B)Some people believe too many mature people 60 and over are used in advertising today.
C)Because the mean age of the population is increasing,you can expect to see more youth-oriented advertising.
D)There have been no successful ad campaigns showing people 60 and over performing age appropriately.
E)None of the above statements about ageism in advertising is true.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Source,message,and Channel Factors
Available Study Resources on Quizplus for this Chatper
133 Verified Questions
133 Flashcards
Source URL: https://quizplus.com/quiz/40784
Sample Questions
Q1) Marketers can try to capitalize on source similarity by hiring:
A)a beautiful model to appear in an ad
B)a well known athlete to endorse a product in a commercial
C)salespeople who have characteristics that match those of their customers
D)individuals with liberal arts backgrounds to work as sales representatives for technical products
E)actors to pretend they are ordinary consumers
Q2) Before deciding to use a fear-appeal message strategy,an advertiser should consider what level of fear to use in the message because:
A)fear appeals have both facilitating and inhibiting effects
B)defensive reactions such as tuning out a message or perceiving it selectively may occur if the level of fear is high
C)the message recipient may not be motivated to act to resolve the threat if the level of fear is too low
D)a low to medium level of fear can attract attention and interest and may motivate the receiver to act to resolve the threat
E)all of the above are true
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/40783
Sample Questions
Q1) In January 2003,Philip-Morris Companies,Inc.,and Kraft Foods became the Altria Group.The name change reflected the fact the company has changed itself structurally,behaviorally,and culturally.The new name was designed to focus attention on the company's superior performance,financial strength,and its commitment to integrity and corporate responsibility.Which of the following statements about the communications objectives the company would have used as part of this repositioning strategy is true?
A)The communications objectives established with this strategy would need to be abstract.
B)It would be impossible for the company to have any benchmark measures for determining whether it reached its communications objectives.
C)A communications objective concerning the repositioning of the Altria Group would take longer to accomplish than an objective designed to create brand awareness.
D)The target audience could not be specifically defined in the communications objective.
E)Quantitative benchmarks would be impossible due to the fact the Altria Group markets new products.
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Creative Strategy: Planning and Development
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/40782
Sample Questions
Q1) For which of the following products would image advertising be most appropriate?
A)cologne or perfume
B)motor oil
C)laundry detergent
D)cereal
E)lawn mowers
Q2) A unique selling proposition (USP):
A) should offer a specific benefit to the consumer
B) must be a feature, benefit, or advantage that the competition either cannot or does not offer
C) must be strong or important enough to pull consumers to the brand
D) should be an important part of a repetitive advertising strategy
E) is accurately described by all of the above
Q3) _____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments.
A)Psychographic
B)Internalization
C)Demographic
D)Sociocultural
E)Ethnographic
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Creative Strategy: Implementation and Evaluation
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/40781
Sample Questions
Q1) The function of music in a commercial is to:
A)provide a pleasant background for the message
B)create a mood state that will make consumers more receptive to the message
C)help establish or communicate a key selling point
D)attract and hold
E)do all of the above
Q2) Which of the following statements about the use of slice-of-life executions is true?
A)Slice-of-life executions are very inefficient in business-to-business advertising.
B)To be effective,a slice-of-live execution should avoid mimicking real life because its primary purpose is to rise above the clutter.
C)Slice-of-life executions only work well for advertising for consumer products with perceived homogeneous qualities.
D)Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate.
E)All of the above statements about the use of slice-of-life executions are true.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Media Planning and Strategy
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/40780
Sample Questions
Q1) Greater frequency levels of exposure would be necessary if:
A)the purchase and usage cycle is short
B)the message is unique
C)a product,rather than an image,is being sold
D)the vehicle is relatively uncluttered
E)any or all of the above conditions exist
Q2) Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment?
A)one that emphasizes frequency rather than reach
B)one that emphasizes reach rather than frequency
C)one that balances reach and frequency
D)one that uses a high cost per thousand approach
E)one that allows continuous communication
Q3) The media plan is a guide for:
A)development of specific creative objectives
B)media selection
C)sales and marketing forecasts and potentials
D)account auditing
E)is accurately described by all of the above
To view all questions and flashcards with answers, click on the resource link above.
Page 12
Chapter 11: Evaluation of Broadcast Media
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/40779
Sample Questions
Q1) Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider,television is described as having _____ messages.
A)high-involvement
B)fleeting
C)creative
D)selective
E)emotive
Q2) Which of the following statements about syndication is true?
A)The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks.
B)Syndicated programs never draw larger viewing audiences than network shows.
C)Many national advertisers use syndicated shows to target certain audiences.
D)Syndicated programs have less commercial time and thus less clutter than network shows.
E)Children and teenagers are very easy to reach through syndicated programs.
To view all questions and flashcards with answers, click on the resource link above.
13
Chapter 12: Evaluation of Print Media
Available Study Resources on Quizplus for this Chatper
145 Verified Questions
145 Flashcards
Source URL: https://quizplus.com/quiz/40778
Sample Questions
Q1) Which of the following would NOT affect the cost of advertising in a consumer magazine?
A)the size of the ad
B)the position of the ad
C)the circulation of the magazine
D)special production requirements
E)the number and variety of ads in the magazine
Q2) _____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations,headlines,white space,and other visual devices in addition to the copy text.
A)Display
B)Classified
C)Preprinted insert
D)Supplement
E)Index
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Support Media
Available Study Resources on Quizplus for this Chatper
83 Verified Questions
83 Flashcards
Source URL: https://quizplus.com/quiz/40777
Sample Questions
Q1) There are three forms of transit advertising.They are inside cards,station,platform or terminal posters,and:
A)mobile billboards
B)aerial banners
C)spectaculars
D)outside posters
E)promotional cards
Q2) Which of the following is a threat facing sponsors of outdoor advertising?
A)an inability to use creativity
B)an inability to have the needed geographic selectivity
C)local and national ordinances
D)an inability to create awareness through the use of billboards
E)all of the above
Q3) Which of the following is an example of a disadvantage of promotional products marketing?
A)high cost per repeat exposure
B)low level of selectivity
C)low level of frequency
D)inability to supplement other media
E)none of the above
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Direct Marketing
Available Study Resources on Quizplus for this Chatper
66 Verified Questions
66 Flashcards
Source URL: https://quizplus.com/quiz/40776
Sample Questions
Q1) Promoters of __________________________ are a prominent example of the "few bad apples" tarnishing the image of the direct marketing industry.
A)Canadian car dealers
B)AARP
C)pharmaceuticals
D)wonder products
E)the U.S.Army
Q2) To successfully implement a direct marketing program,companies must:
A)set objectives
B)develop target marketing strategies
C)develop direct-marketing strategies
D)evaluate program effectiveness
E)do all of the above
Q3) Which of the following forms of segmentation are available through mailing lists?
A)people that buy exercise equipment in the mail
B)consumers over the age of 50 with a median income of at least $50,000
C)hunters,people who fish,and campers
D)presidents of civic organizations in western Canada
E)all of the above
To view all questions and flashcards with answers, click on the resource link above.
Page 16
Chapter 15: The Internet and Interactive Media
Available Study Resources on Quizplus for this Chatper
76 Verified Questions
76 Flashcards
Source URL: https://quizplus.com/quiz/40775
Sample Questions
Q1) If,when Internet visitors using Yahoo's search engine type in travel books,one of the advertisements they see is for Lonely Planet guides,Lonely Planet is using a ___________ to target Internet users interested in their products.
A)interconnect
B)URL
C)portal
D)surf button
E)paid search
Q2) Which of the following statements explains why marketers have found it so difficult to create a strong brand using the Internet?
A)Managers' bottom-line focus makes the costs seem too high.
B)Branding and direct response may be counterproductive.
C)Managers do not have a clear understanding of the role of the Web in the branding process.
D)Many marketers mistakenly believe the creation of awareness or the generation of interest will lead to a strong brand.
E)All of the above statements can be used to explain why marketers have found it so difficult to create a strong brand using the Internet.
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Sales Promotion
Available Study Resources on Quizplus for this Chatper
161 Verified Questions
161 Flashcards
Source URL: https://quizplus.com/quiz/40774
Sample
Questions
Q1) Which of the following describes a sales promotion that can be used by a marketer to defend its current customer base?
A)Use special price promotions to encourage consumers to stock up on the brand.
B)Use bonus pack promotions to get consumers to buy larger sizes.
C)Use coupons to encourage consumers to continue to buy the brand.
D)Use trade promotions to encourage retailers to display and promote the brand.
E)Do any or all of the above.
Q2) A _____ is a configuration of products that occupy a shelf section in a store offered to resellers by manufacturers.
A)slotting plan
B)planogram
C)promotional layout
D)retail format
E)store layout
Q3) Consumers must pay the manufacturers' out-of-pocket costs for a _____ premium.
A)cost-covered
B)self-liquidating
C)subsidized
D)cost-plus
E)base-cost
18
To view all questions and flashcards with answers, click on the resource link above.
Chapter 17: Public Relations,Publicity,and Corporate Advertising
Available Study Resources on Quizplus for this Chatper
83 Verified Questions
83 Flashcards
Source URL: https://quizplus.com/quiz/40773
Sample Questions
Q1) Which of the following is NOT an example of a corporate advertising objective?
A)to help to ease consumer uncertainty for a newly deregulated company
B)to reach targeted goals for specific branded products
C)to establish identity for a parent firm
D)to smooth labor relations
E)to boost employee morale
Q2) Advantages inherent in the use of publicity include:
A)the perception of being endorsed by the media in which the publicity appears
B)significant word-of-mouth communication resulting from the publicity
C)high degree of credibility
D)strong news value
E)all of the above
Q3) The new role of public relations is one characterized by:
A)less of a communication role
B)less of a marketing orientation
C)a tighter,more tightly defined role
D)a broader,less marketing-oriented role
E)a broader,more marketing-oriented role
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Personal Selling
Available Study Resources on Quizplus for this Chatper
73 Verified Questions
73 Flashcards
Source URL: https://quizplus.com/quiz/40772
Sample Questions
Q1) Which of the following types of selling jobs involves creative selling but not actual order taking?
A)telemarketer
B)route salesperson
C)order taker
D)inside salesperson
E)missionary salesperson
Q2) Which of the following statements describes how advertising can benefit salespeople?
A)Ads can be used to ward off low-priced competitors.
B)Consistent advertising helps build brand preference.
C)Ads can reinforce the selling points made during sales presentations.
D)The printed word adds credibility to the salespersons' verbal claim.
E)All of the above statements describe how advertising can benefit salespeople.
Q3) One of the traits buyers consider most helpful in salespeople is:
A)lack of dependability
B)honesty
C)presumptuousness
D)synergy
E)aggressiveness
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Measuring the Effectiveness of the Promotional Program
Available Study Resources on Quizplus for this Chatper
90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/40771
Sample Questions
Q1) _____ is a method of testing ads by placing them randomly in certain copies of regularly distributed magazines.
A)Vehicle source testing
B)Burke's reflection test
C)A Flesch test
D)Dummy advertising vehicle testing
E)A contextual test
Q2) Marketers should assess advertising effectiveness measures in order to:
A)determine the break-even point for total costs of advertising
B)create data for marginal cost pricing strategies
C)determine if advertising objectives are achieved
D)make sure advertising supported middlemen
E)do all of the above
Q3) Consumer juries and portfolio tests are examples of:
A)single-source,real-world methods
B)post-test,field methods
C)laboratory pretest methods
D)single source,posttest laboratory methods
E)pretest field methods
21
To view all questions and flashcards with answers, click on the resource link above.
Chapter 20: International Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/40770
Sample Questions
Q1) _____ factors of the international environment probably create more problems for advertisers than any others since they directly impact the ability to communicate effectively with consumers in foreign countries.
A)Demographic
B)Economic
C)Cultural
D)Political
E)Marketing mix
Q2) Which of the following is NOT a part of the economic environment of a foreign country?
A)stage of economic development
B)economic infrastructure
C)currency stability
D)exchange rates
E)age distribution of the population
To view all questions and flashcards with answers, click on the resource link above.
Page 22
Chapter 21: Regulation of Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/40769
Sample Questions
Q1) Assume a homeopathic flu medicine advertises that one dose prevents users from catching the flu.However,the FTC has argued that the ads are deceptive since they fail to disclose that the product's directions indicate one dose must be taken daily throughout the flu season.This situation:
A)is a clear example of deregulated advertising
B)is an example of how advertising can be misleading or deceptive because of what is omitted rather than what is said in an ad
C)is likely to lead to prosecution of this drug company under the Lanham Act
D)could not be remedied by an affirmative disclosure requirement
E)is a clear violation of the Robinson-Patman Act
Q2) Regulation of advertising by trade and industry associations:
A)shows that member firms and individuals are concerned with the impact and nature of their advertising
B)is an example of one type of self-regulation
C)has no legal basis for enforcement
D)must rely on peer pressure or other nonbinding sanctions to get advertisers to comply with standards since there is no legal basis for enforcing them
E)is accurately described by all of the above
To view all questions and flashcards with answers, click on the resource link above.
Page 23
Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/40768
Sample Questions
Q1) The consumer socialization process:
A)refers to how easily a consumer moves from the need recognition stage to the purchase stage of the buying process
B)explains why consumers will never completely abandon department store shopping for Internet shopping
C)explains how marketers engage in relationship marketing
D)is the acquiring of skills needed to function in the marketplace
E)refers to how consumers satisfy their need to belong
Q2) Novartis Corporation spent millions of advertising dollars informing consumers that Doan's pills were superior to other over-the-counter analgesics in treating back pain even though it contained the same ingredients as other over-the-counter analgesics.Critics of advertising called these ads:
A)unsynergistic
B)unfair
C)deceptive
D)offensive and in bad taste
E)asocial
To view all questions and flashcards with answers, click on the resource link above.
24