Advertising and Promotion Management Final
Exam
Course Introduction
Advertising and Promotion Management explores the fundamental principles and strategic practices involved in the planning, execution, and evaluation of advertising and promotional campaigns. The course examines the role of advertising in integrated marketing communications, emphasizing message development, media selection, budgeting, and measurement of effectiveness. Students will gain insight into consumer behavior, branding, digital marketing, public relations, and sales promotions while analyzing real-world case studies and developing their own campaign proposals. The curriculum also addresses legal, ethical, and cultural considerations in advertising, preparing students to manage promotional activities in a dynamic, global marketplace.
Recommended Textbook
Advertising and Integrated Brand Promotion 8th Edition by Thomas OGuinn
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18 Chapters
1898 Verified Questions
1898 Flashcards
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Page 2
Chapter 1: The World of Advertising and IBP
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Which of the following is an example of a brand extension?
A) The manufacturers of Cocoa Flakes, a popular cereal, launches a cookie called "Cocoa Crunch" in a new product category.
B) Tracker, a company selling security systems, advertises its product on a local television network.
C) Dog Handler, a manufacturer of leashes for dogs, collaborates with a competitor to expand its market base.
D) Blossoms, a women's perfume line, advertises its new line through sales promotions and point-of-purchaseadvertising at department stores.
Answer: A
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
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3
Chapter 2: The Structure of the Advertising Industry:
Advertisers, advertising Agencies, and Support
Organizations
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Sample Questions
Q1) The old-style power struggles in the advertising industry were mild compared to the 21st-century power struggle going on in the industry now; consumers are tired of ads on every screen,so industry needs to adapt successfully to the new technologies that consumers are willing or even eager to use.
A)True
B)False
Answer: True
Q2) (Scenario 2-5)As Groupon's services differ depending on the city in which it is offered,its CEO decides that each variation needs to have a catchy slogan that relates to that particular market.Which of the following types of advertising agencies would likely be the bestchoice to create these slogans?
A) A digital/interactive agency
B) A media specialist
C) A creative boutique
D) A production facilitator
Answer: C
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Chapter 3: The History of Advertising and Brand Promotion
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Sample Questions
Q1) By the early 1900s,the "power of advertising" was based on the reality that consumers:
A) believe that branding was no longer the norm.
B) like durable, reliable products with a no-frills advertising style.
C) are willing to pay more money for brands.
D) see advertising suspiciously that tempt them into excessive consumption.
Answer: C
Q2) With the invention of the telegraph in 1844,a communication revolution was set in motion.
A)True
B)False
Answer: True
Q3) In the 1970s,cable programming grew in quality with several viewing options,and advertisers learned how to reach more specific audiences.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Social, ethical, and Regulatory Aspects of
Advertising and Promotion
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) The social aspects of advertisements are not important to consider.
A)True
B)False
Q2) The field of public relations is not restricted by the same types of laws as other business elements of the promotional and marketing mix.
A)True
B)False
Q3) Which of the following is true about advertising of alcohol and cigarettes?
A) Brands in these categories don't spend a lot of money on advertisements to truly influence consumers.
B) These ads are usually designed to be subliminal, suggesting but not causing behavior.
C) Brands in these categories are only advertised as part of other programs which do not interest children.
D) Advertising cannot create primary demand in mature product categories such as these.
Q4) What are the three elements that declare an ad to be "deceptive"? What elements declare an ad to be "unfair"? How is "puffery" related to these concepts?
Page 6
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Chapter 5: Advertising, integrated Brand Promotion, and Consumer Behavior
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) (Scenario 5-5)Ben mentions to another shopper at the store that low-quality grills are made with more cheap looking parts and high-quality grills have better looking parts.This comment represents Ben's:
A) beliefs.
B) brand loyalty.
C) brand attitude.
D) habits.
Q2) (Scenario 5-1)Gap's loyal customers generally believed the company's products were high-end and sophisticated.Judging by the initial responses,consumers felt Gap's new logo represented low-end products,and would,therefore,appeal to a lower social class.This concept of differing social levels is called:
A) cognitive dissonance.
B) advertising clutter.
C) stratification.
D) cultural capital.
Q3) Discuss the need recognition state of the consumer decision-making process.
Q4) Discuss how emotion plays an important role in consumer behavior.
Q5) What is an evoked set,and why is it important to advertisers and those working in IBP?
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Chapter 6: Market Segmentation, positioning, and the Value Proposition
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Sample Questions
Q1) As a segment,variety seekers:
A) are extremely committed to a brand.
B) enjoy new experiences and switch brands for that reason.
C) need little encouragement to continue purchasing a brand.
D) are unusually enthusiastic about one brand and often excessive in their purchasing activities of it.
Q2) When a brand team defines the target market of consumers for their product,they do not worry about identifying many smaller subsets of consumers within their broad market.
A)True
B)False
Q3) A firm hires an agency to persuade real estate professionals to use their finance services.In this case,the agency is specifically involved in:
A) psychographic research.
B) business-to-business marketing.
C) the competitive field
D) need-based segmentation.
Q4) What are the disadvantages of the heavy-user strategy?
Q5) What is a positioning strategy?
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Chapter 7: Advertising Research
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Sample Questions
Q1) (Scenario 7-5)Solutions Group managers suggest that clients consider doing a resonance test when designing advertising,because this will help them understand target consumers regarding their:
A) recognition of the brand.
B) potential purchase of the brand.
C) emotional connection to the brand.
D) attitude changes about the brand.
Q2) In a research study using the Zaltman Metaphor Elicitation Technique,participants:
A) suggest alternative design options for a particular product.
B) fill out surveys about their consumption habits.
C) use the product in a controlled environment, while researchers observe them.
D) visually represent their experiences with a product or service with a collection of photographs or pictures.
Q3) Research is not helpful in generating opportunities and messages.
A)True
B)False
Q4) Advertising has the greatest impact on sales early in the product life cycle.
A)True
B)False
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Chapter 8: Planning Advertising and Integrated Brand Promotion
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Sample Questions
Q1) (Scenario 8-4)Within various sections of the _______ portion of its advertising plan,American Express explains how and why Visa has been more successful at penetrating the small business market because of lower fees.
A) evaluation
B) execution
C) strategy
D) situation analysis
Q2) In what areas do clients need help from an ad agency?
A) Creating the product and setting objectives for manufacturing
B) Integrating the brand within the media and generating new ideas
C) Defining the product's supply chain and creating employee policy
D) Creating the company budget and conducting risk management
Q3) The strategy section of an advertising plan is the mechanism that states:
A) why the advertising is needed for this product or service.
B) what goals need to be reached.
C) how things will be done so that objectives are achieved.
D) who will handle various promotional tasks.
Q4) Many marketers rely heavily on the expertise of an advertising agency.
A)True
B)False
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Chapter 9: Managing Creativity in Advertising and IBP
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Sample Questions
Q1) There can be conflicts and tensions in the creative/management interface.
A)True
B)False
Q2) Which of the following best defines brainstorming?
A) It is an agreement on a concept for the good of a team's objectives.
B) It is an ongoing clash of ideas and decisions that results in chaos.
C) It is a different cognitive style for resolving team conflicts.
D) It is an organized approach to generating ideas.
Q3) Teams can liberate:
A) the advertising media.
B) decision-making.
C) individualism
D) mistakes.
Q4) Playing with Lego blocks can influence adults' creativity.
A)True
B)False
Q5) Preparing and executing a breakthrough IBP campaign is people-intensive; it hinges on creative work and business acumen alike.
A)True
B)False
Page 11
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Chapter 10: Creative Message Strategy
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Sample Questions
Q1) Humorous versions of advertisements usually prove to be less persuasive than non-humorous versions of the same ad.
A)True
B)False
Q2) The unique aspect that the product or service advertised has is known as:
A) unique selling proposition.
B) transformational advertising.
C) social branding.
D) message strategy.
Q3) When an advocacy position is taken by a spokesperson in an advertisement,this is known as a(n) ad.
A) transformational
B) testimonial
C) feel-good
D) image
Q4) The main objective of USPs is to link the key attribute(s)to the:
A) brand name.
B) social role.
C) service.
D) negative consequences of not using the brand.
Page 12
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Chapter 11: Executing the Creative
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Sample Questions
Q1) Which of the following are the five techniques used in preparing body copy?
A) Celebrity, narrative, slogan, straight-line, and teaser
B) Social, multicultural, response, evaluative, and dialogue
C) Straight-line, dialogue, testimonial, narrative, and direct response
D) Testimonial, narrative, evaluative, developmental, and thumbnail
Q2) (Scenario 11-4)This television shoot involves a lot of people and is a complex,collaborative effort.Who among the following is most likely to be in charge of the set?
A) The film director
B) The account executive
C) The chief creative
D) The agency producer
Q3) The three primary visual elements of a print advertisement are illustration,design,and layout.
A)True
B)False
Q4) The idea of audience is different in digital and interactive media from a traditional audience.
A)True
B)False
Page 13
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Chapter 12: Media Planning Essentials
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Sample Questions
Q1) How is the concept of message weight associated with gross impressions? Why are media planners interested in the message weight of a media plan?
Q2) The blend of different media that will be used to effectively reach the target audience is called the:
A) media mix.
B) media objective.
C) big data.
D) media vehicle.
Q3) (Scenario 12-5)"Are smaller print ads okay? Or are you a firm believer of the ______, that is,increased size means increased recognition?"
A) square root law
B) net promoter score
C) forgetting function
D) message weight
Q4) What is a media strategy and why is it needed to prepare a media plan? Why is media planning essential before media buying? What are the different components of a media plan?
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14
Chapter 13: Media Planning: Newspapers, magazines, television,
and Radio
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Sample Questions
Q1) A ratings point indicates that 1 percent of all the TV households in an area were tuned to the program measured.
A)True
B)False
Q2) Programming transmitted to audiences via satellite transmission is an option for consumers.
A)True
B)False
Q3) Describe four main advantages of newspapers as a media class.
Q4) What form of advertising appears as all-copy messages under categories such as sporting goods,employment,and automobiles,and is often taken out by individuals as well as businesses?
A) Display advertising
B) Classified advertising
C) Co-op advertising
D) Free-standing inserts
Q5) The future of television is likely to include greater viewer participation in programming.
A)True
B)False
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Chapter 14: Media Planning: Advertising and IBP in Digital, social,
Mobile Media
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Sample Questions
Q1) Fake news can range from information that is inaccurate and attention getting without credible sources,to completely made-up stories in general.
A)True
B)False
Q2) To be most effective,brands should leverage social media as a digital advertising opportunity that can target by _______.
A) demographics
B) consumer lifestyle
C) geographic locations
D) consumer age
Q3) A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page.Its agency places these ads on websites related to teen magazines,action gaming,and extreme sports to:
A) link the banner with the home page.
B) target specific market niches.
C) offer high-volume traffic rather than low-volume traffic for the same price.
D) boost web visits and gain more likes.
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Page 16
Chapter 15: Sales Promotion, point-Of-Purchase
Advertising, and Support Media
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Sample Questions
Q1) Objectives for consumer-market sales promotion include stimulating a trial purchase,repeat purchases,larger purchases,or to introduce a new brand,service,or product.
A)True
B)False
Q2) Historically,more money has been budgeted for sales promotion than for advertising.
A)True
B)False
Q3) A medium where advertising,the product,and the consumer together in the same place at the same time is Point-of-Purchase advertising.
A)True
B)False
Q4) Experts suggest that the number of words on a billboard copy should not exceed
A) fifteen
B) ten
C) six
D) three
Page 17
Q5) Describe any five of the consumer-market sales promotion techniques.
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Chapter 16: Event Sponsorship, product Placements, and
Branded Entertainment
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Sample Questions
Q1) Discuss the nature and use of product placement.Explain,with examples,which forms of media today's advertisers specifically use for product placement.
Q2) Authenticity of a brand is weakest when the content of the show and the essence of the brand become completely intertwined and integrated.
A)True
B)False
Q3) Ultimately,a point of coordination of supportive media is to achieve a synergistic effect.
A)True
B)False
Q4) For some annual events,the ________is almost as compelling as the event experience itself.
A) local little league team
B) pre-roll
C) anticipation
D) competition
Q5) The complexities of all the elements of IBP require careful coordination.
A)True
B)False
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Chapter 17: Integrating Direct Marketing and Personal Selling
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Q1) (Scenario 17-2)Which of the following is an essential application of the marketing database?
A) Keeping close tabs on consumers to ensure their loyalty
B) Reinforcing and recognizing the most frequent customers
C) Degrading and ignoring customers that are not providing consistent business
D) Notifying customers of minute changes to various products and services
Q2) The Direct Marketing Association (DMA)estimated that the _______ would cost telemarketers about $50 billion in lost sales.
A) CAN-SPAM act
B) Direct Marketing Association's opt-out program
C) FTC's Do Not Call Registry
D) Better Business Bureau
Q3) A marcom manager,or marketing communications manager-which may be folded into the chief marketing officer role-plans an organization's overall communications program and oversees the various functional specialists inside and outside the organization.
A)True
B)False
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Chapter 18: Public Relations, influencer Marketing, and Corporate Advertising
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Sample Questions
Q1) Public relations is strategically used for when adversity strikes.
A) internal communications
B) damage control
C) community service
D) proactive efforts
Q2) In the context of corporate advertising,the green movement looks sustainable for some time because:
A) it helps companies focus on their bottom-line.
B) companies no longer engage in greenwashing.
C) environmental issues are of major concern to consumers.
D) it allows companies to overpromise and under deliver.
Q3) Green marketing refers to corporate communication efforts that embrace a cause or a program in support of the environment.
A)True
B)False
Q4) Public relations is synergistic with social media as well as with mainstream media.
A)True
B)False
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