Advertising and Promotion Management Exam
Solutions
Course Introduction
Advertising and Promotion Management explores strategies and techniques essential for creating, implementing, and evaluating effective advertising and promotional campaigns. The course covers the integration of marketing communications, target audience analysis, budget allocation, creative development, media planning, and digital and traditional advertising tools. Students will analyze case studies, develop campaign plans, and understand ethical and regulatory considerations, preparing them to manage complex promotional activities in dynamic business environments.
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
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Sample Questions
Q1) Describe the Miracle Whip "love" and "hate" campaign using the elements of the communications model.
Answer: The Miracle Whip brand and mcgarrybowen are the senders. Encoding takes place in advertisements and other messages sent out. Television, the Internet, and magazines are the transmisison devices. Consumers decode the messages as receivers. Feedback includes entering the contest, requesting free samples, complaining about the approach, and buying the product.
Q2) The marketing mix consists of the product, the price, distribution and:
A) emotions
B) promotions
C) delivery systems
D) services
Answer: B
Q3) A force that impacts the field of marketing communication is the emergence of alternative media.
A)True
B)False
Answer: True
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3
Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) The placement of one brand within another brand is:
A) ingredient branding
B) cooperative branding
C) complementary branding
D) flanker branding
Answer: A
Q2) From the perspective of the corporation, a strong brand image is related to each of the following, except:
A) being able to charge a higher price
B) psychological reinforcement and social acceptance
C) more frequent purchases by customers
D) more favorable ratings by financial observers
Answer: B
Q3) When developing a strong brand name, what are some typical questions that should be asked?
Answer: 1. Where does your brand stand now?
2. What are your objectives?
3. What are you doing in terms of building your brand and business?
4. What are your brand's strengths? Weaknesses?
5. What opportunities should be pursued first? Where are the pitfalls?
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Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) The cognitive component of an attitude is the part most directly connected to taking action.
A)True
B)False
Answer: False
Q2) The key to understanding the multiattribute model to evaluate alternatives is being aware that consumers examine sets of product attributes across an array of brands.
A)True
B)False
Answer: True
Q3) What are the three categories of business-to-business purchase decisions? Define each one.
Answer: 1. A straight rebuy occurs when the firm has previously chosen a vendor and wishes to make a re-order.
2. A modified rebuy occurs when the company considers and evaluates alternatives on infrequent purchases.
3. A new task occurs when the company is buying a good or service for the first time and the company has no experience with the product.
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Chapter 4: The IMC Planning Process
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201 Verified Questions
201 Flashcards
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Sample Questions
Q1) Level of education is an example of segmentation by:
A) psychographics
B) generations
C) demographics
D) geodemographics
Q2) In terms of marketing expenditures, service companies tend to spend more on which of the following than manufacturers?
A) media advertising
B) trade promotions
C) consumer promotions
D) direct marketing
Q3) The following are methods of determining marketing communications budgets, except:
A) objective and task
B) payout planning
C) sales-response function curve
D) quantitative methods
Q4) Decay effects occur when a company's advertisements have become old or boring.
A)True
B)False
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Chapter 5: Advertising Management
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) Persuasion is one of the most common advertising goals.
A)True
B)False
Q2) Contrast the advantages of using an in-house advertising or marketing department to hiring an external advertising agency.
Q3) After deciding to use either an in-house or external advertising agency, the next step of an advertising management program is to:
A) review the company's activities in light of advertising management
B) select the actual advertising agency
C) develop an advertising campaign management strategy
D) prepare a creative brief
Q4) An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of advertising research approach?
A) product-specific research approach
B) psychological approach
C) sociological approach
D) anthropological approach
Q5) What roles do advertising account executives play in developing campaigns?
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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 terms of the visual element of an advertisement, an abstract image has a:
A) higher level of recall than a concrete image
B) lower level of recall than a concrete image
C) greater impact on the affective component of attitude than a concrete image
D) greater impact on the cognitive component of attitude than on the affective component
Q2) Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.
A)True
B)False
Q3) Brand awareness, brand equity, and brand loyalty are easier to develop when consumers are already familiar with the music used in an advertisement than when a new song, music, or jingle is written.
A)True
B)False
Q4) According to the hierarchy of effects model, after preference comes:
A) the actual purchase
B) recognition
C) knowledge
D) conviction
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Chapter 7: Advertising Design: Message Strategies and
Executional
Frameworks
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) What four types of sources or spokespersons can advertisers utilize?
Q2) The first component of a slice-of-life execution is the:
A) interaction
B) problem
C) encounter
D) solution
Q3) A danger of using celebrities as spokespersons is that their endorsement of too many products tarnishes:
A) credibility
B) likeability
C) expertise
D) attractiveness
Q4) The three categories of message strategies coincide with the three components of attitude.
A)True
B)False
Q5) An informative execution typically presents information to the audience in a straightforward manner.
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) Conducting research that matches the product to the media and the target market is the primary task of the:
A) creative
B) media planner
C) media buyer
D) client company
Q2) A rating of 11.5 means that 11.5 percent of all televisions in the United States are tuned into a particular program.
A)True
B)False
Q3) GoDaddy.com has generated buzz through producing advertisements for the Super Bowl they know will be rejected, thus generating traffic to the company's website to see the banned ad.
A)True
B)False
Q4) In terms of reach and frequency, the time period usually used for measurement purposes is four months.
A)True
B)False
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Chapter 9: Digital Marketing
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is:
A) direct marketing
B) interactive marketing
C) viral marketing
D) cross selling
Q2) Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.
A)True
B)False
Q3) Search engine optimization (SEO) can be reached in the following ways, except:
A) paid search insertions on search engines
B) paid banner ads on other companies' websites
C) increase identification through the natural, or organic, emergence of a site on a search engine
D) paid search ads
Q4) Discuss the impact of blogs and online social networks on companies and how companies should respond?
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Page 11
Chapter 10: Alternative Marketing
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Guerilla marketing programs are designed to obtain instant results while using limited resources.
A)True
B)False
Q2) Guerilla marketing involves using traditional marketing tools to reach consumers with a controversial message.
A)True
B)False
Q3) Buzz marketing emphasizes consumers passing along information about a product to other consumers.
A)True
B)False
Q4) Digital media within a retail store offers retailers the opportunity to:
A) target specific consumers with specific products
B) sell advertising to manufacturers
C) increase the size of the shopping basket
D) customize messages to fit the particular retail store and even the aisle where the display is located
Q5) What is buzz marketing and how can it be generated?
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Paula Ramirez noted that word-of-mouth communications were a key element of the sales and marketing program for the 1400 Words Company.
A)True
B)False
Q2) With the head-on approach to handling objections, the salesperson answers the objection directly, using tact to not offend the customer.
A)True
B)False
Q3) When customers in a permission marketing program receive rewards during the program as well as at the beginning, it creates a feeling of reciprocity.
A)True
B)False
Q4) In terms of generating leads, the best method is referrals from other individuals. A)True
B)False
Q5) Identify and describe the two primary types of data coding processes.
Q6) Identify and define the four types of sales presentation.
Page 13
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Chapter 12: Sales Promotions
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203 Verified Questions
203 Flashcards
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Sample Questions
Q1) In-store sampling is a program in which samples are given directly to consumers in a retail store.
A)True
B)False
Q2) The following are reasons to use a bonus pack, except:
A) develop customer loyalty
B) attract new users
C) enhance brand parity
D) encourage brand switching
Q3) A formal agreement between a retailer and a manufacturer to undertake a two-way marketing effort is:
A) alliance of capital
B) cooperative merchandising agreement
C) venture agreement
D) sales promotion
Q4) Only a small number of retailers charge exit fees compared to the large percentage that use slotting fees.
A)True
B)False
Q5) What are the main types of trade allowances? Describe each one.
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) When Tang noted in company commercials that the product was the official drink of NASA during the first moon landing, the proactive prevention strategy approach being used was:
A) impression management
B) crisis management
C) enhancement
D) entitling
Q2) A hit is the mention of a company's name in a news story.
A)True
B)False
Q3) The human resource department plays a vital role in preparing effective internal public relations messages.
A)True
B)False
Q4) In terms of consumer segments, the Greenback Greens are less committed to environmentally safe products.
A)True
B)False
Q5) What is cause-related marketing and why is it important?
Q6) Describe event marketing.
Page 15
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Chapter 14: Regulations and Ethical Concerns
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200 Flashcards
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Sample Questions
Q1) A trade regulatory ruling by the Federal Trade Commission applies to:
A) wholesalers
B) international companies
C) an industry
D) retailers
Q2) Ethics are moral principles that serve as guidelines for both individuals and organizations.
A)True
B)False
Q3) The Wheeler-Lea Amendment (1938) of the Federal Trade Commission Act prohibits false and misleading advertisements.
A)True
B)False
Q4) When a substantial number of people are misled by a series of commercials, it is deemed to be deceptive or misleading.
A)True
B)False
Q5) Explain the difference between deception and puffery.
Q6) What criteria must be met to deem an advertisement deceptive or misleading?
Page 16
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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) A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.
A)True
B)False
Q2) When reactions to a small scale marketing effort are used to predict reactions in a larger area, the testing method is:
A) emotional response
B) position advertising copytesting (PACT) principles
C) a test market
D) a simulation model
Q3) Test markets are not quite as accurate in evaluating advertising as it is for other marketing activities, such as price comparisons, consumer promotions, and direct marketing.
A)True
B)False
Q4) The impact of advertising is difficult to measure because it is often delayed.
A)True
B)False
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