Advertising and Promotion Management Exam Bank
Course Introduction
Advertising and Promotion Management explores the strategic role of advertising and promotional activities in the broader context of marketing. The course covers the development and implementation of integrated marketing communication (IMC) plans, emphasizing the coordination of advertising with other promotional tools such as sales promotion, public relations, direct marketing, and digital media. Students will learn how to set objectives, identify target audiences, allocate budgets, assess creative strategies, select appropriate media, and evaluate campaign effectiveness. Through case studies and practical projects, the course prepares students to design, execute, and manage successful advertising and promotional campaigns in a dynamic and competitive marketplace.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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Page 2
Chapter 1: The New World of Marketing Communication
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Sample Questions
Q1) Advertising does not serve a positive societal role.
A)True
B)False
Answer: False
Q2) The strategy of "ads as news" was not introduced until after World War II.
A)True
B)False
Answer: False
Q3) The working relationship between an advertiser and an advertising agency is known as the ________ partnership.
A)agency-client
B)media-client
C)advertiser-supplier
D)vendor-client
E)strategic-tactical
Answer: A
Q4) Persuasion can involve emotional messages as well as information.
A)True
B)False
Answer: True
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Chapter 2: Integrated Brand Communication
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Sample Questions
Q1) The act of trading a desired product or service to receive something of value in return is called a(n)________.
A)distribution
B)position
C)exchange
D)market
E)demand
Answer: C
Q2) The materials and ingredients used in producing the product are obtained from other companies that are referred to as a producer's ________.
A)marketers
B)suppliers or vendors
C)distributors or retailers
D)agencies
E)exchangers
Answer: B
Q3) What types of products would be successful with standardized global marketing?
Answer: Products that require no change to the product itself or to the product's promotion would follow a standardized marketing mix.
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Page 4
Chapter 3: Brand Communication and Society
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Sample Questions
Q1) An advertising agency can be held liable along with the advertiser for deceptive advertising.
A)True
B)False
Answer: True
Q2) The most basic federal law that governs advertising is the ________ Amendment to the U.S. Constitution.
A)First
B)Second
C)Third
D)Fourth
E)Fifth
Answer: A
Q3) Explain the "Injurious" element of the current FTC policy on deception.
Answer: The deception must lead to material injury. That is, it must influence consumers' decision making about products and services.
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Page 5
Chapter 4: How Brand Communication Works
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Sample Questions
Q1) ________ enables anyone to have an opinion about a company or brand, communicate it, and listen to the reaction.
A)Mass communication
B)Social networking
C)Opinion marketing
D)One-to-one marketing
E)Clutter-free marketing
Q2) ________ is the multitude of messages all competing to get consumers' attention.
A)The medium
B)Feedback
C)Clutter
D)The channel
E)Internal noise
Q3) An argument uses logic, reasons, and proof to make a point and build conviction.
A)True
B)False
Q4) Relevance results when an advertisement initially makes an impression.
A)True
B)False
Q5) Explain how and why liking is measured in terms of responses.
Page 6
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Chapter 5: Segmenting and Targeting the Audience
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Sample Questions
Q1) ________ describes how individuals or groups select, purchase, use, or dispose of products, as well as the needs and wants that motivate these behaviors.
A)Marketing
B)Consumption
C)Consumer behavior
D)Psychology
E)Segmentation
Q2) According to the U.S. Census, Monique, Bob, and the children are considered to be a ________.
A)target market
B)family
C)psychographic
D)reference group
E)subculture
Q3) According to the theory of cognitive dissonance, people tend to compensate or justify the discrepancies between what they actually receive and what they thought they would receive.
A)True
B)False
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Page 7
Chapter 6: Strategic Research
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Sample Questions
Q1) Radio Facts, published by the Radio Advertising Bureau, is an example of ________.
A)qualitative research
B)primary information
C)a trade association report that helps advertisers make better decisions
D)a report developed by a secondary research supplier
E)a government report that helps advertisers make better decisions
Q2) Which projective technique is a form of attitude research in which people fill in the blanks in a story or balloons in a cartoon?
A)fill-in-the-blanks
B)meaning creation
C)purpose-driven games
D)story elicitation
E)photo sorts
Q3) Cover Girl is a brand of cosmetics that can be purchased in major discount stores, drug stores, and grocery stores. One of Cover Girl's largest target markets is college-aged women, and the company wants to get a first-hand understanding of how this market purchases and uses cosmetics on a daily basis. What type of research would be best at getting at this level of understanding?
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Chapter 7: Strategic Planning
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Sample Questions
Q1) Typical objectives for which marketing communication area include increasing sales, attracting attention at selection point, delivering product information, and creating a brand reminder?
A)public relations
B)direct marketing
C)packaging
D)specialties
E)sponsorship
Q2) What are contact points, and why are they important in IMC programs?
Q3) The objectives for planning at the ________ level tend to focus on maximizing profit and return on investment.
A)advertising planning
B)IMC planning
C)marketing planning
D)tactical planning
E)business planning
Q4) Name and describe six of the nine components of a typical communication brief.
Q5) Marketing planning follows business planning.
A)True
B)False
Page 9
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Chapter 8: Creative Strategy
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Sample Questions
Q1) An appeal connects with some emotion that makes the product particularly attractive or interesting.
A)True
B)False
Q2) A jingle is a valuable memorability device.
A)True
B)False
Q3) Name and describe the six steps in the creative process.
Q4) The technique of creative aerobics is best classified as a ________ process.
A)thought-evaluation
B)thought-starter
C)visualization
D)brainstorming
E)risk-taking
Q5) The ability to keep consumers' attention reflects the pulling power of an ad.
A)True
B)False
Q6) To get attention, an ad has to have stopping power. Describe how ads can accomplish this.
Q7) What role does environment play in the process of innovation?
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Chapter 9: Copywriting
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Q1) Describe the purpose of product literature. What are the identifying characteristics of product literature?
Q2) A short phrase that wraps up the key idea or creative concept and that usually appears at the end of the body copy is known as a(n)________
A)caption
B)overline
C)underline
D)call-out
E)tagline
Q3) What element is essential in visual storytelling, as shown in audience reactions to the video of Susan Boyle on Britain's Got Talent?
A)animation
B)element of surprise
C)beautiful visuals
D)emotional engagement
E)positive feedback
Q4) Name and describe the types of direct- and indirect-action headlines.
Q5) What is a major advantage of newspaper advertising?
Q6) Compare and contrast copywriting for radio and copywriting for television.
Page 11
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Chapter 10: Visual Communication
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Sample Questions
Q1) What are the two major typeface families?
A)point and font
B)face and size
C)serif and sans serif
D)justified and unjustified
E)Times Roman and Times
Q2) The layout stage in which the elements are assembled in their final position for reproduction is known as a comprehensive.
A)True
B)False
Q3) The director has responsibility for the actual filming of a TV commercial, including how long the scene runs.
A)True
B)False
Q4) Color is reproduced by setting up a printing press with a separate ink roller for every hue and value in a color photo.
A)True
B)False
Q5) Explain the two ways videographers and photographers handle composition.
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Chapter 11: Media Basics
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Sample Questions
Q1) For print media, ________ refers to copies sold, and ________ estimate(s)the actual readership.
A)circulation; frequency
B)circulation; impressions
C)frequency; circulation
D)impressions; circulation
E)exposure; gross impressions
Q2) Jane is teaching an undergraduate introductory advertising course and is trying to explain the difference between reach and frequency. How should Jane explain these terms, and what is the goal of a media plan with respect to these two terms?
Q3) Television first became popular in the United States in the 1960s.
A)True
B)False
Q4) The goal of ________ is to intensify customers' active involvement with a brand.
A)advertainment
B)opt-in marketing
C)product placement
D)guerilla marketing
E)experiential marketing
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Chapter 12: Traditional Media
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Sample Questions
Q1) Advertisers who don't care where their ads run in the newspaper pay the nonpreferred-position rate (NPR).
A)True
B)False
Q2) Which of the following is NOT an advantage of directory advertising?
A)inexpensive
B)long life
C)trusted
D)competitive clutter
E)flexibility in size, colors, and formats
Q3) Haley and Lauren want to learn more about the audiences of the local broadcast media in Hattiesburg. Name the companies that provide audience data for these media and explain how they collect this information.
Q4) Discuss some out-of-home advertising vehicles that might be appropriate for this business.
Q5) Newspapers are primarily used by advertisers trying to reach a national market.
A)True
B)False
Q6) Name and describe the three major types of radio advertising.
Page 14
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Chapter 13: Digital Media
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Sample Questions
Q1) Bob and Larry wanted to develop a groundswell of marketplace demand for their store, so they used e-mail to circulate a message among all of their family, friends, and customers for whom they had e-mail addresses. What type of marketing is this?
A)advertainment
B)traditional
C)viral
D)guerilla
E)wired
Q2) Which of the following is NOT a barrier facing international marketing and advertising on the Web?
A)access limitations
B)exchange rates
C)legal variations
D)language
E)overexposure
Q3) Clutter is not as much of a problem on the Internet as it is in conventional advertising media.
A)True
B)False
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Page 15
Chapter 14: Media Planning and Buying
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Q1) Media planners often use a decision criterion called weighting to help them decide how much to budget.
A)True
B)False
Q2) You've heard someone mention the "St. Louis Designated Marketing Area (DMA)." Explain what this means and why it is useful to media planners.
Q3) Jamie is a media planner for an advertising agency. The guiding principle he uses to determine a client's media plan is that advertising is most effective when it reaches the right people at the right time with the right message. What concept is this principle based on?
A)marketing concept
B)maximization concept
C)touch point concept
D)aperture concept
E)contact point concept
Q4) Kyle is a media planner at an advertising agency and has just been assigned to develop a media plan for a new client of the agency. What critical client information will Kyle find useful in developing the media plan?
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Page 16
Chapter 15: Public Relations
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Sample Questions
Q1) Advertising, publicity, and publications such as annual reports and collateral material are well-known tools of public relations. List three other, lesser-known, yet effective, public relations tools.
Q2) Melanie was informed that she will be participating in a media tour for her company for the next three weeks. Explain what this is and the activities that she might be performing.
Q3) A gap analysis is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.
A)True
B)False
Q4) Give three tips for writing an e-mail pitch letter.
Q5) Compare and contrast public relations and advertising.
Q6) Public relations practitioners track the impact of a campaign in terms of
A)reach and frequency
B)process and outcome
C)sales and inquiries
D)impressions and sales
E)input and output
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Chapter 16: Direct-Response
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Sample Questions
Q1) There are four main players in direct-response marketing communication. Which of the following is NOT one of these four main players?
A)state and federal government that regulates marketing communication
B)marketers who use direct response to sell products or services
C)agencies that specialize in direct response
D)media that deliver messages
E)consumers
Q2) The term or phrase that refers to the way that marketers identify prospective customers is ________.
A)mining
B)prospecting
C)hunting
D)phishing
E)converting
Q3) One of the primary advantages of direct mail is the low cost per thousand compared to mass media.
A)True
B)False
Q4) Identify the five primary tools of direct marketing.
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Chapter 17: Promotions
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Q1) Which of the following promotions would a marketer be most likely to use to build relationships with customers and to remind customers about the brand?
A)coupons
B)sampling
C)rebates
D)specialty items
E)refunds
Q2) Which of the following is a common consumer price deal?
A)banded packs
B)refund
C)rebate
D)premium
E)contest
Q3) Which of the following is NOT a type of direct premium?
A)co-op premiums, given to consumers at the retail site but paid for by the manufacturer
B)store premiums, given to customers at the retail site
C)in-pack premiums, inserted in the package at the factory
D)on-pack premiums, placed on the outside of the package at the factory
E)container premiums, in which the package is the premium
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Chapter 18: The Imc Umbrella
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Q1) Marcus is the advertising director of a major international corporation that manufactures skateboard components to sell to skate shops around the world. His philosophy is that teenagers, who are his products' target market, are pretty much the same all over the world, especially teens that are passionate about skateboarding. Name and describe the school of thought that he espouses.
Q2) A characteristic of globalized companies is that the ________ label often doesn't apply, as shown with companies like Nokia and Motorola that are not U.S. companies but are familiar brands to U.S. consumers.
A)brand
B)ownership
C)development
D)country of origin
E)retail
Q3) There were several tips regarding standardization advertising strategy in the text. List three tips for when to choose a standardized advertising strategy.
Q4) Name and describe the relationship between Stride Rite and Head Over Heels when Stride Rite assists with the store's advertising by providing print ads to the retailer and reimbursing them for the newspaper space.
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Page 20
Chapter 19: Evaluation of Effectiveness
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Q1) Moment-by-moment tests are used to assess eye movement among respondents exposed to a print ad.
A)True
B)False
Q2) Which of the following is NOT a method used by account planners to collect tracking data?
A)attitude tests
B)wave analysis
C)recognition tests
D)pantry tests
E)consumer diaries
Q3) The point at which the advertising gets tired and there is no response or less response than at the launch is called the hiatus point.
A)True
B)False
Q4) Name and describe the four types of research used in evaluating the effectiveness of advertising and other elements of an IMC campaign.
Q5) What were the three objectives of the UPS campaign described in the chapter?
Q6) Discuss the use of scanners and scanner research.
Page 21
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