Advertising and Promotion Practice Questions
Course Introduction
Advertising and Promotion explores the principles, strategies, and practices involved in promoting products, services, and brands to consumers and businesses. The course covers the development of advertising campaigns, media planning, message creation, budgeting, and the integration of promotional tools such as sales promotion, public relations, personal selling, and digital marketing. Students learn to analyze target markets, select appropriate communication channels, and measure the effectiveness of promotional activities, equipping them with practical skills for creating compelling and effective marketing communications in a dynamic business environment.
Recommended Textbook
Advertising and IMC Principles and Practice 10th Edition by Sandra Moriarty
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Page 2
Available
Study
Chapter 1: Advertising
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Sample Questions
Q1) Which of the following departments has the primary responsibility for managing the advertising process?
A) accounting department
B) traffic department
C) marketing services
D) art studio
E) print production
Answer: C
Q2) It is typical for large companies to have only one advertising agency working for them,known as the agency-of-record.
A)True
B)False
Answer: False
Q3) How is public service advertising different from brand advertising?
Answer: Public service advertising does not seek to develop a brand identity or image,which is the aim of brand advertising.Instead,public service advertising is typically created pro bono (free of charge)and is aired or printed for free; the message is on behalf of a good cause,such as stopping drunk driving or child abuse.
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Chapter 2: Brand Communication
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Sample Questions
Q1) During the 2003 World Cup,which was held in Japan and South Korea,Puma got a well-known sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities around the world.Puma also discretely announced the sponsorship in its company-branded chopsticks,sake cups,and napkins.At the same time,Puma partnered with the Terence Conran design shop to sell an exclusive version of its World Cup soccer boot,holding weekend sushi-making events at the home furnishings store.Which marketing mix element does this strategy illustrate?
A) product
B) price
C) place
D) promotion
E) branding
Answer: D
Q2) How are the ideas of buzz and viral marketing related?
Answer: Buzz means that people are talking about a brand,whether in person or online.Viral marketing is a type of buzz that refers to the rapid spread of marketing communication-whether generated by consumers or by the company-through a wide network of contacts on the Internet.
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Chapter 3: Brand Communication and Society
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Sample Questions
Q1) A(n)________ is any advertising message that consumers believe reflects the opinions,beliefs,or experiences of an individual,group,or institution.
A) endorsement
B) comparative ad
C) puffed ad
D) one-sided message
E) two-sided message
Answer: A
Q2) A ________ is the first step in the regulation process after the FTC determines that an ad is deceptive.
A) consent decree
B) cease-and-desist order
C) corrective advertising campaign
D) consumer redress order
E) deposition
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) The most common and long-standing explanation of advertising effects is referred to as AIDA,which stands for attitude,interest,decision,and action.
A)True
B)False
Q2) Brand loyalty is most closely associated with which facet of advertising?
A) perception
B) cognition
C) behavior
D) emotion
E) association
Q3) Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.
A)True
B)False
Q4) Brand communication creates brand meaning through symbolism and association.
A)True
B)False
Q5) In the SMCR communication process,what is noise and why is it important?
Q6) Why is nonverbal communication important in brand messages? Provide examples.
Page 6
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Chapter 5: Segmenting and Targeting the Audience
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Sample Questions
Q1) A difference between the low- and high-involvement decision processes is the amount of information needed to make a decision.
A)True
B)False
Q2) The boundaries each culture establishes for "proper" behavior are called
A) references
B) values
C) norms
D) subcultures
E) core values
Q3) How might geographic shifts in population impact marketers?
Q4) Which strategy do planners employ to treat the market as homogeneous,using general appeals for all consumers?
A) multi-segment strategy
B) undifferentiated strategy
C) behavioral targeting strategy
D) microtargeting strategy
E) niche strategy
Q5) Explain how the VALS system categorizes consumers.
Page 7
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Chapter 6: Strategic Research
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Sample Questions
Q1) Government organizations and trade associations are both sources of ________ data.
A) primary
B) secondary
C) ethnographic
D) subscription
E) unregulated
Q2) The initial research Mike conducted was used to identify women who are in the market for cereals with these benefits in terms of their characteristics,attitudes,interests,and motivation.What type of research did Mike conduct?
A) brand experience research
B) consumer insight research
C) marketing communication research
D) message development research
E) evaluation research
Q3) Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas.However,she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview.What would you recommend Madeleine do to meet her needs?
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Chapter 7: Strategic Planning
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Sample Questions
Q1) In a SWOT analysis,a ________ is a positive trait or condition.
A) strength
B) win
C) benefit
D) threat
E) leverage
Q2) In an advertising agency,who is responsible for researching a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants?
A) account manager
B) account planner
C) media director
D) creative director
E) research director
Q3) Tom was given the task of writing the objectives for a marcom plan.Briefly explain the logic of objectives.
Q4) The account planner is the voice of the consumer.
A)True
B)False
Q5) Explain insight mining and why it is important.
Page 9
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Chapter 8: The Creative Side
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Sample Questions
Q1) Although there were several executions of the cotton television commercials,they each included the words,"Cotton.The fabric of our lives." What are these words known as? What purpose do they serve?
Q2) A ________ is a creative concept that becomes a point of focus for communicating the message strategy.
A) Big Idea
B) cliché
C) slogan
D) tagline
E) creative leap
Q3) In the case where the core targeting and positioning strategies remain the same in different markets,execution needs to be the same.
A)True
B)False
Q4) Ads that open with questions or dubious or ambiguous statements are designed to create curiosity.
A)True
B)False
Q5) What is a USP? When would an advertiser use a USP strategy?
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Chapter 9: Promotional Writing
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Sample Questions
Q1) Explain why this ad was less well received in Germany than in the United States.
Q2) The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.
A) brand personality
B) key frame
C) tagline
D) elemental visual
E) scripted visual
Q3) A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n)________.
A) underline
B) caption
C) call to action
D) overline
E) call-out
Q4) The principles of good copywriting are not really applicable to Web ads.
A)True
B)False
Q5) What is an advantage of magazine advertising?
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Chapter 10: Visual Communication
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Sample Questions
Q1) Which design principle describes how all of the elements in an ad come together?
A) unity
B) oneness
C) simplicity
D) direction
E) proportion
Q2) During the Great Recession,how did some major brands,including Kraft and Walmart,change their type in ad messages in order to create a softer and less stiff appearance?
A) They capitalized the letters.
B) They made the font nonlinear.
C) They narrowed the width of the letters.
D) They used lower case letters.
E) They changed logo colors to blue and green.
Q3) A ________ layout combines lots of elements to deliberately create a busy image.
A) dominant type
B) circus
C) panel
D) nonlinear
E) circular
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Chapter 11: Media Basics
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Sample Questions
Q1) Your friend is confused about the terms impression and circulation.What would you say to help him understand the difference in these concepts?
Q2) Which of the following statements is true regarding print media?
A) Circulation measures the actual readership.
B) Impressions estimate the actual readership.
C) Impressions refer to copies sold.
D) Reach is more important than frequency.
E) Frequency is more important than reach.
Q3) IMC plans are multiplatform,multichannel,and multitargeted.
A)True
B)False
Q4) A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers.Which of the following forms of marketing would this producer most likely choose?
A) advertainment
B) guerilla marketing
C) mobile marketing
D) product placement
E) podcasting
13
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Chapter 12: Paid Media
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Sample Questions
Q1) P&G is concerned that some of the controversial programming on television today hurts its brand's image if the company advertises during that type of programming.Allison suggests that P&G develops its own family-friendly programming,assuming the total financial responsibility for producing the program and providing the accompanying commercials.What form of television advertising would P&G be undertaking?
A) sponsorship
B) participations
C) spot announcements
D) on-network syndication
E) specialty television
Q2) Jim was looking for information on jet skis because he was interested in buying one.He went to the Internet and "googled" the key words jet skis.Several results were returned,and he noticed that there were several "sponsored links" to businesses selling jet skis and accessory items along the top and right side of the search results page.In fact,"Honda Jet Ski Deals" was in blue along the top,and when Jim clicked on it,it took him to Honda Motorcycle's website where he could get more information on Honda jet ski products.What is Google,and how do marketers get these "sponsored links" on the results pages?
Q3) Explain four advantages of advertising in magazines.
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Chapter 13: Owned, Interactive, and Earned Media
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Sample Questions
Q1) The Internet practice of ________ is designed to deliver a groundswell of opinion,buzz,or marketplace demand for a product.
A) netcasting
B) search marketing
C) category leadership
D) viral marketing
E) two-stage adoption
Q2) Even though brand communication planners don't manage customer service,customer service is an important part of brand communication.
A)True
B)False
Q3) User-generated ads are the extra-long,skinny ads running down the right or left side of a website.
A)True
B)False
Q4) Whether or not a website is effective depends on its stickiness and its ease of navigation.
A)True
B)False
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Chapter 14: Media Planning and Negotiation
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Sample Questions
Q1) ________ indicate the weight,or efficiency,of a media plan by estimating the reach and frequency.
A) Targeted costs per thousand (TCPMs)
B) Costs per point (CPPs)
C) Targeted rating points (TRPs)
D) Gross rating points (GRPs)
E) Designated marketing areas (DMAs)
Q2) A client has asked its agency "How much is enough and how much is too much?" when it comes to the number of exposures necessary.What should the agency tell the client?
Q3) The households using television (HUT)metric provides data on how many people are watching a specific program at a given time.
A)True
B)False
Q4) What options does a media buyer have for global media buying?
Q5) The measure of gross rating points (GRPs)excludes any waste coverage or audience members outside the target audience.
A)True
B)False
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Chapter 15: Public Relations
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Sample Questions
Q1) What is used to sell editors on ideas for feature stories,which are human-interest stories rather than hard news?
A) personal selling
B) release statement
C) pitch letter
D) feature summary
E) media kit
Q2) The trust on which goodwill is based comes from ________.
A) popular products
B) offering many products
C) what a company says about what it does
D) corporate integrity
E) what the government says about what a company does
Q3) To facilitate external marketing with a local community,town hall forums are sometimes used.
A)True
B)False
Q4) Explain what type of public relations program Tony the Tiger's birthday celebration illustrates.
Q5) Name and describe the various forms of publicity used in public relations.
Page 17
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Chapter 16: Direct Response
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Sample Questions
Q1) Which of the following is NOT a protection included in the Telemarketing Sales Rule enacted by the Federal Trade Commission in 1995?
A) a prohibition on telemarketing calls made before 8 a.m. or after 9 p.m.
B) strict informational disclosure requirements for telemarketers
C) a prohibition against telemarketers using misrepresentative or misleading statements
D) a provision requiring telemarketers to honor do-not-call lists
E) a provision requiring specific payment collection procedures
Q2) Jack,a successful businessman,is annoyed by the barrage of junk mail he receives from credit card companies.What would you recommend that Jack do to reduce the credit card solicitations he receives?
Q3) Measuring and evaluating consumer behavior is part of the ________ step in the direct-marketing process.
A) objectives
B) offer
C) response
D) fulfillment
E) relationship building
Q4) Name and describe the five basic steps in traditional direct marketing.
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Chapter 17: Promotions
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Q1) ________ involves manufacturers developing marketing communication programs with their main retail accounts,instead of for them.
A) Ambush marketing
B) Sponsorship
C) Cross promotion
D) Co-marketing
E) Licensing
Q2) Which of the following is a type of freebie given away to people who attend special events,such as award ceremonies?
A) sample
B) rebate
C) swag
D) banded pack
E) bonus pack
Q3) Describe four purposes of consumer promotions.
Q4) Response rates and redemption rates are used to evaluate the effectiveness of promotional programs.
A)True
B)False
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Chapter 18: The Principles and Practice of IMC
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Q1) In IMC planning,it is important to establish tactics before determining strategies.
A)True
B)False
Q2) Total communication over the life of a brand is referred to as ________.
A) lifetime customer value
B) lifetime customer communication
C) the marketing mix
D) 360-degree communication
E) the integrated marketing campaign
Q3) Which of the following is NOT a reason that execution of a global campaign is usually more complex than a national plan?
A) The creative may need to be reshot with local models and settings, as well as language.
B) There may be favoritism toward local companies.
C) Government approval of television commercials can be difficult.
D) Agencies often are not available to assist the advertiser in executing a global campaign.
E) Language is a problem for a campaign dependent on words rather than visuals.
Q4) Compare and contrast cause marketing and mission marketing.
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Chapter 19: Evaluating Imc Effectiveness
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Sample Questions
Q1) The planners for Cat Care,a line of cat food and products,want to gather information about which commercial in a new campaign is most effective at increasing sales.Which of the following methods would be best for helping the planners gather the information they need?
A) semiotics testing
B) single-source research
C) recognition testing
D) brand linkage testing
E) conversion research
Q2) Direct-response communication is meant to drive a transaction or generate some other type of immediate behavioral response,and this is easily measurable.
A)True
B)False
Q3) Single-source research allows researchers to come closer to showing a causal relationship between advertising and sales.
A)True
B)False
Q4) What are two disadvantages of using single-source research to evaluate a campaign?
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