Advertising and Promotion Management
Chapter Exam Questions
Course Introduction
Advertising and Promotion Management explores the strategic planning and implementation of advertising and promotional activities within organizations. The course covers the principles of integrated marketing communications, the development of promotional campaigns, media planning and buying, creative strategy, and the use of digital and traditional channels. Students analyze consumer behavior, branding, budgeting, and measurement of promotional effectiveness, while also examining ethical and legal considerations in advertising. Through case studies and practical projects, learners gain hands-on experience in designing and managing effective promotional campaigns that align with overall marketing objectives.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by Kenneth
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Page 2
E. Clow
Chapter 1: Integrated Marketing Communications
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Sample Questions
Q1) Define integrated marketing communications. What makes it different from traditional promotion programs?
Answer: IMC is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program. IMC maximizes the impact on consumers and other end-users at minimal cost, it also affects all of the firm's business-to-business, customer-focused, and internally-oriented communications. IMC is different because it is a more sweeping or strategic approach to marketing communications, designed to incorporate the entire company into the program.
Q2) The two types of buyer behaviors that the marketing team must understand are business-to-business behaviors and:
A) local community activities.
B) governmental purchase.
C) consumer buyer behaviors.
D) competitive actions.
Answer: C
Q3) Describe brand parity.
Answer: Brand parity is the situation in which all products are basically equal in terms of the benefits they deliver.
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3
Chapter 2: Corporate Image and Brand Management
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Sample Questions
Q1) The desired brand image is one that:
A) coincides with the majority of companies within the industry.
B) avoids comparisons with other brands.
C) is consistent with the views of management of each company.
D) sends a clear message about the unique nature of an organization and its products.
Answer: D
Q2) Which type of brand name captures the essence of the idea behind the brand?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
Answer: C
Q3) Complementary branding is:
A) using a private label to complement the main brand.
B) placing one brand within another brand.
C) the joint venture of two or more brands in one product.
D) marketing two brands together to encourage co-consumption.
Answer: D
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4
Chapter 3: Buyer Behaviors
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Sample Questions
Q1) Cognitive maps can be altered to incorporate new information not currently within a person's knowledge structure.
A)True
B)False
Answer: True
Q2) A modified rebuy purchase decision occurs in each of the following situations except:
A) when the firm has previously chosen a vendor and intends to place a reorder.
B) when a company is dissatisfied with their current vendor and wants to consider new options.
C) when a new company makes an offer that appears to be more attractive than what is currently being supplied by their current vendor.
D) at the end of a contractual relationship and the company wants to evaluate competitive bids.
Answer: A
Q3) Risk avoidance leads buyers to switch to the vendor offering the lowest prices. A)True
B)False
Answer: False
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Page 5
Chapter 4: The IMC Planning Process
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Sample Questions
Q1) Using segmentation by size, which type of organization would most likely be contacted by email or outbound telemarketing?
A) Small business
B) Medium size business
C) Large firm
D) Government entity
Q2) Marketing products that are purchased by both genders with different types of appeals are not usually successful.
A)True
B)False
Q3) In terms of ethnic marketing, the majority of African-Americans want which of the following marketed specifically to them?
A) Clothing
B) Consumer-packaged goods
C) Health and beauty products
D) Entertainment services
Q4) Payout planning is a form of consumer market segmentation.
A)True
B)False
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Chapter 5: Advertising Management
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Sample Questions
Q1) When two or more companies compete for a contract with their own creative pitches, the process is called a shootout.
A)True
B)False
Q2) Knowing an advertising agency's client retention rate helps reveal how effective the agency has been in working with various clients.
A)True
B)False
Q3) Persuasive advertising is used more in the business-to-business sector than in consumer marketing.
A)True
B)False
Q4) It is an unrealistic assumption to believe that a direct relationship exists between expenditures on advertising communications and subsequent sales revenues.
A)True
B)False
Q5) Name the components of the hierarchy of effects model and explain why it is an important theory in advertising.
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Chapter 6: Advertising Design
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Sample Questions
Q1) Typical person sources tend not to have high levels of credibility.
A)True
B)False
Q2) Humor is a rarely-used form of advertising appeal.
A)True
B)False
Q3) The goal of a generic message strategy is to:
A) increase brand loyalty.
B) persuade viewers of the brand's superiority.
C) make the brand synonymous with the product category.
D) preempt the competition from using a particular claim or benefit.
Q4) A unique selling proposition strategy differs from a preemptive or generic approach in that the unique selling proposition is:
A) preemptive.
B) testable.
C) emotional.
D) comparative.
Q5) What are the major criticisms of sexuality in advertising?
Q6) Name the executional frameworks advertisers can utilize.
Q7) What four types of sources or spokespersons can advertisers utilize?
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Chapter 7: Traditional Media Channels
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Sample Questions
Q1) Gross rating points are measured by multiplying ratings times the frequency.
A)True
B)False
Q2) Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:
A) cost per thousand.
B) gross rating points.
C) opportunities to see.
D) reach and frequency.
Q3) The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:
A) continuous.
B) gross impressions.
C) pulsating.
D) flighting, or discontinuous.
Q4) Advertising in international markets is largely the same as in domestic markets because of globalization.
A)True
B)False
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Chapter 8: Digital Marketing
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Sample Questions
Q1) Search engine optimization can be reached in all of 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.
Q2) Which type of incentive is designed to change purchasing habits over the long term?
A) Financial
B) Consumer
C) Convenience
D) Value-added
Q3) While video watching on the internet has exploded in recent years, the average time consumers spend watching video ads on the internet is still less than the average time viewing ads on television.
A)True
B)False
Q4) Online sales account for nearly one-fifth of all retail activity.
A)True
B)False
Page 10
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Chapter 9: Social Media
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Sample Questions
Q1) Mentions of the brand name in social media will automatically boost organic search rankings.
A)True
B)False
Q2) If consumers express a low level of satisfaction with a brand's social media communications, it will negatively impact their desire to purchase the brand.
A)True
B)False
Q3) Social media is:
A) the utilization of social media and/or social networks to market a product, company, or brand.
B) a social structure of individuals and/or organizations that are tied together in some manner.
C) a website that focuses on a specific interest, hobby, or demographic group.
D) any digital tool or venue that allows individuals to socialize on the web.
Q4) Social media is any digital tool or venue that allows individuals to socialize on the web or in person.
A)True B)False
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Chapter 10: Alternative Marketing
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Sample Questions
Q1) With stealth marketing, brand ambassadors are not being paid or compensated to promote and talk about a brand.
A)True
B)False
Q2) Preconditions of buzz marketing include all of the following except the:
A) product must be unique, new, or perform better than current brands.
B) brand must stand out over current brands on the market.
C) brand must be well known and accepted by the majority of consumers.
D) brand must have distinct advantages over current brands on the market.
Q3) A major advantage of cinema advertising is that the advertisements can be integrated into the movie plot.
A)True
B)False
Q4) Using point-of-sale data to evaluate point-of-purchase displays can help manufacturers strengthen partnerships with retailers on the use of POP displays.
A)True
B)False
Q5) Discuss the factors that are necessary for effective point-of-purchase displays.
Q6) What is buzz marketing and how can it be generated?
Page 12
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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Sample Questions
Q1) In terms of generating leads for personal selling, the worst method is:
A) networking.
B) directories.
C) database-generated leads.
D) cold calls.
Q2) In terms of generating leads for sales, trawling and data analysis of a firm's database can generate high potential leads.
A)True
B)False
Q3) Purchase and website visit histories are sufficient to build a quality database.
A)True
B)False
Q4) Geocoding allows for combining demographic information, geographic information, and purchase history data.
A)True
B)False
Q5) Catalogs are an essential selling tool for many business-to-business marketing programs.
A)True
B)False
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Chapter 12: Sales Promotions
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Sample
Questions
Q1) What is the difference between consumer promotions and trade promotions?
Q2) The "Intel inside" tag line seen in advertisements by a retail computer store or by a computer manufacturer such as Dell is a form of:
A) direct marketing.
B) cooperative advertising.
C) producer markup combined with retailer pass-alongs.
D) manufacturer's prerogative.
Q3) The primary role of a trade promotions program is to:
A) build brand equity.
B) encourage trial purchases.
C) pull products through the channel.
D) push products through the channel.
Q4) Manufacturers and other members of the marketing channel use trade promotions to help pull products through to retailers.
A)True
B)False
Q5) For contests and sweepstakes, what is the difference between extrinsic value and intrinsic value in prizes?
Q6) What is the primary difference between a contest and a sweepstakes?
Page 14
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Chapter 13: Public Relations and Sponsorship Programs
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Sample Questions
Q1) Claiming a product is environmentally-friendly when it is not is referred to as greenwashing.
A)True
B)False
Q2) Who are the major internal stakeholders for a public relations department to consider?
Q3) Green marketing is the development and promotion of products that are environmentally safe.
A)True
B)False
Q4) Most company leaders do a thorough job of understanding the corporation's reputation.
A)True
B)False
Q5) In a marketing communications and impact on brand image there is "no such thing as bad publicity."
A)True
B)False
Q6) Who are the major external stakeholders for a public relations department to consider?
Page 15
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) The FTC can use the court system to stop unfair and deceptive advertising and communication practices but must go through the normal steps of starting with a consent agreement.
A)True
B)False
Q2) If a business files a complaint with the 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) A person targeted by a mail fraud campaign should contact the Federal Communications Commission.
A)True
B)False
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) A storyboard is used to outline the structure of ________ advertisements.
A) radio
B) television
C) magazine
D) print
Q2) Which of the following is not a principle associated with PACT, position advertising copytesting?
A) The procedure should be relevant to the advertising objective being tested.
B) Researchers should agree on how results will be used.
C) The test should measure the degree of social responsibility.
D) Researchers should use multiple measures to evaluate ads.
Q3) All of the following are common measures of the overall health of a company except:
A) physical and financial resources.
B) profitability.
C) manager performance and development.
D) level of brand equity.
Q4) Cognitive neuroscience measures brain activity and brain waves.
A)True
B)False
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