Advertising and Promotion Strategy
Midterm Exam
Course Introduction
Advertising and Promotion Strategy explores the essential theories and practices involved in developing, implementing, and evaluating effective advertising and promotional campaigns. The course examines the integration of advertising with other elements of the marketing communications mix, including sales promotion, public relations, direct marketing, and digital media. Students analyze case studies, design promotional strategies for brands, and learn to align campaign objectives with target audience insights and organizational goals. Emphasis is placed on strategic planning, creative message development, media selection, budgeting, measurement of campaign effectiveness, and navigating the ethical and legal considerations of advertising practices in contemporary markets.
Recommended Textbook
Advertising and Integrated Brand Promotion 6th Edition by Thomas OGuinn
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18 Chapters
1949 Verified Questions
1949 Flashcards
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Page 2
Chapter 1: The World of Advertising and Integrated Brand Promotion
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) The company or organization that pays for an advertisement is referred to as the client or sponsor.
A)True
B)False
Answer: True
Q2) Market segmentation is the process of
A)creating a perceived difference between the brand of one firm and the brand of a competitor.
B)adding a level of value and meaning to a product's identity.
C)breaking down a large heterogeneous market into homogeneous submarkets.
D)identifying a competitive niche for a brand.
Answer: C
Q3) The advertising for a snow blower points out a brand's unique benefits compared to the snow blowers offered by the competition.This is known as
A)selective demand stimulation.
B)primary demand stimulation.
C)corporate advertising.
D)direct response advertising.
Answer: A
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Chapter 2: The Structure of the Advertising and Promotion
Industry: Advertisers, Agencies, Media, and Support Organizations
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Sample Questions
Q1) A large agency in Minneapolis hires a number of external facilitators to complete specific aspects of its projects.Which of the following is not an external facilitator in the structure of the advertising industry?
A)television network
B)advertising research firm
C)production facilitator
D)software firm
Answer: A
Q2) Once considered amateurish and unsophisticated, blogs have begun to gain respect, now numbering about 133 million, with almost 350 million people around the world visiting them.
A)True
B)False
Answer: True
Q3) Social media come in highly accessible forms, allowing individuals and groups to share almost unlimited textual and visual information.
A)True
B)False
Answer: True
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Chapter 3: The History of Advertising and Brand Promotion
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) In the late 1880s, a few companies began putting names and labels on previously unmarked products, and branding began.
A)True
B)False
Answer: True
Q2) In the mid-1800s, mass-circulation magazines began to make national advertising possible, and national advertising began to make national brands possible.
A)True
B)False
Answer: True
Q3) At the same time that television advertising was beginning to be influenced by the bold editing style of music videos, many mainstream ads could be described as A)acting as a form of hard sell.
B)challenging accepted values.
C)promoting anti-consumption.
D)being social-class conscious.
Answer: D
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Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
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Sample Questions
Q1) Marketers have to be particularly cautious about using ____ as a form of promotion, because fraud abounds in this area.
A)coupons
B)telemarketing
C)premiums
D)trade allowances
Q2) (Scenario 4-4) After Joe complained, the salesperson replied, "If our industry didn't do so much advertising you probably couldn't afford to buy that computer to do your own research." Which of the following "pros" of advertising is the salesperson likely using to support his comment?
A)Advertising fosters a diverse and affordable mass media.
B)Advertising fosters new product success and lowers costs.
C)Advertising reflects the priorities of a society.
D)Advertising contributes to art and culture in a society.
Q3) The three primary areas of advertising regulation are obscenity and profanity, deception, and unsolicited or direct marketing.
A)True
B)False
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Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) Advertisements-like books, movies, posters, and paintings-can act as sociocultural "texts" that are read and interpreted by consumers.In that case, advertising
A)is an entity separate from mass media.
B)relies largely on words rather than images.
C)helps to transmit meaning within a culture.
D)has its own hidden social and political agenda.
Q2) Which phenomenon is experienced when the consumer's current situation is unsatisfactory, mental discomfort or anxiety are recognized, and the individual becomes motivated to take action?
A)habit
B)need state
C)cognitive dissonance
D)involvement
Q3) Multi-attribute attitude models (MAAMs) provide a framework and a set of research procedures for collecting information from consumers
A)about how they establish benchmarks for repetitive integration.
B)to determine the price they are willing to pay for a product.
C)about whether they experience postpurchase anxiety.
D)to assess their salient beliefs and attitudes about competitive brands.
Page 7
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Chapter 6: Market Segmentation, Positioning, and the Value Proposition
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Sample Questions
Q1) The one key characteristic that all types of _____ share is that their brand preferences are still under development.
A)variety seekers
B)brand-loyal users
C)heavy users
D)emergent consumers
Q2) State Farm's "Like a Good Neighbor" ad campaign is an example of consistent positioning over time.
A)True
B)False
Q3) In the world of advertising, markets are positioned, but products are segmented.
A)True
B)False
Q4) "Careful Cooks," "Down-Home Stokers," and "Functional Feeders" are all segments identified by a major food company based on ____ segmentation.
A)geopsychographic
B)niche
C)repositioned
D)lifestyle
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Chapter 7: Advertising and Promotion Research
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) The widely used recognition tests for print ads, with the Starch firm as the main supplier, have another name.What is it?
A)copy tests
B)cognitive residue measurements
C)readership tests
D)cognitive response analysis
Q2) Briefly trace the reasons for the rise of research-specifically, advertising and brand promotion research-after WWII.Why did agencies create large research departments? How did universities get involved? How did consumers feel about research? When was research at its height of popularity, and when did things change? You do not have to provide a lot of detail, just a brief sketch of these issues.
Q3) Which of the following is a tactic that might be used in an implicit memory measure?
A)completing a brand name after being given only half of its letters
B)filling in the blank to finish a sentence about the ad just seen
C)visualizing the last time a particular commercial was seen on TV
D)describing what you think may be happening in a picture
Q4) What is account planning? In what three ways does it differ from traditional advertising research?
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Chapter 8: Planning Advertising and Integrated Brand Promotion
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Sample Questions
Q1) There are a number of criteria for setting advertising objectives.Define these terms: brand awareness, top-of-the-mind awareness, purchase intent, trial usage, repeat purchase, and brand switching.Then choose two of these concepts and give real-life examples.
Q2) The copy strategy is one of two main parts you will consider when you are actually launching and conducting the overall advertising plan.
A)True
B)False
Q3) Based on information gathered during various types of analyses, the primary expectations and intentions for advertising are embodied in the process of setting objectives.
A)True
B)False
Q4) 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.
10
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Chapter 9: Managing Creativity in Advertising and Ibp
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Sample Questions
Q1) In economic recessions or in other situations requiring downsizing within an agency, which is one of the first positions to be cut?
A)the account executive
B)the creative director
C)the budgeting manager
D)the research director
Q2) Those who really understand creativity and the world of advertising know that good ideas can come from anywhere-the managers, the accountants, even the clients.
A)True
B)False
Q3) The creative brief provides guidelines for the creative process, which unfortunately often defeats the purpose and ends up restricting creativity.
A)True
B)False
Q4) Keep growing and experiencing, challenging your own comfort zone.
Q5) There is a right way and a wrong way to brainstorm.
A)True
B)False
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Page 11
Chapter 10: Creative Message Strategy
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Sample Questions
Q1) (Scenario 10-3) Which of the following is an accurate description of the objective that the Taylor ad was trying to achieve?
A)As a feel-good ad, it was trying to increase brand recall.
B)As a USP ad, it was trying to connect a specific characteristic with the brand.
C)As a feel-good ad, it was trying to transform a consumption experience.
D)As a USP ad, it was trying to increase brand recall.
Q2) Consumers often rely on opinions and testimonials from people they consider similar to themselves, more than on direct information or solid evidence about a product.This theory centers around the importance of a person's
A)consumer behavior.
B)reference group.
C)anxiety level.
D)brand loyalty.
Q3) The theory behind transformational advertising is that it can actually improve the consumption experience.
A)True
B)False
Q4) What is message strategy? How is it used in advertising and promotion?
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Page 12
Chapter 11: Executing the Creative
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Sample Questions
Q1) All of the factors below can maximize the effectiveness of radio ads.But which is necessary due to the fleeting impression that radio makes, particularly if the location of a business is included?
A)music
B)repetition
C)imagination
D)brevity
Q2) What are the differences between writing advertising copy for print media and for broadcast media? What unique challenges does writing for broadcast hold? How does writing for interactive or digital media fit into all this?
Q3) Consumer generated content (CGC) is produced when the creative team is given lists of suggestions and ideas for promoting the product that have been submitted by the public through emails, letters, or focus group transcripts.
A)True
B)False
Q4) In a print ad, the subhead serves basically the same purpose as the headline.
A)True
B)False
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Chapter 12: Media Planning Essentials
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Sample Questions
Q1) (Scenario 12-3) Considering the holidays that Champion Chocolate wants to particularly target, it will be advertising based on a ____ media schedule.
A)net promoting
B)continuity
C)pulsing
D)flighting
Q2) The measurement of how many times a person or household had an opportunity to see an advertisement, not how many times a person or someone in the household actually saw it, is called reach.
A)True
B)False
Q3) A retailer selling artificial Christmas trees runs its spots the first week of October, the first week of November, and Thanksgiving week.This retailer is using a between-vehicle media strategy.
A)True
B)False
Q4) What are the three primary approaches often used in implementing branded entertainment? List, briefly define, and give an example of each.
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Page 14
Chapter 13: Media Planning: Newspapers, Magazines,
Television, and Radio
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Sample Questions
Q1) After an extensive customer research effort, a nationwide real estate company finds that it needs to adjust its message by region.Apparently, in some markets its personal customer service is most appreciated, but in other markets its reputation for quick sales is valued.Due to this discrepancy, if the company is to advertise on network television, it should inquire about the availability of
A)broadband syndication.
B)smartphone advertising.
C)barter syndication.
D)spot advertising.
Q2) The multisensory stimulation of ____ makes it a very powerful medium for advertising-in fact, for many people, it defines advertising.
A)television
B)direct mail
C)radio
D)magazine
Q3) Most magazines base their advertising rates on a measurement referred to as controlled circulation.
A)True
B)False
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Chapter 14: Media Planning: Advertising and Ibp in Digitalinteractive Media
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118 Verified Questions
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Sample Questions
Q1) (Scenario 14-3) A new business owner is looking into various forms of advertising. Of all the different methods, he seems to be most excited about the idea of advertising through interactive media. Perhaps this is because
A)consumers no longer pay attention to traditional forms of advertising.
B)interactive media is better for small business owners.
C)traditional forms of advertising do not provide enough information for consumers. D)the increase in wireless technology allows businesses to reach consumers at all hours of the day, regardless of location.
Q2) In the ever-changing world of digital/interactive media, the next evolution looming on the horizon is
A)rich streaming podcasting.
B)virtual shopping.
C)website sponsorship.
D)Internet television.
Q3) What are the two major types of media used by businesses and other organizations to communicate with consumers on the Internet? Summarize the ways that product information is conveyed through each online medium.
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Page 16
Chapter 15: Sales Promotion, Point-Of-Purchase
Advertising, and Support Media
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115 Verified Questions
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Sample Questions
Q1) It is estimated that almost one-fourth of corporate America gives business gifts as a type of business-market promotional technique.
A)True
B)False
Q2) A national merchandising company is a major distributor of grocery and beauty products and uses many tactics to get samples into the hands of consumers.The most popular type of sampling for food and cosmetics products is ____ sampling.
A)on-package
B)door-to-door
C)mail
D)in-store
Q3) Billboards have evolved from outdoor signs and posters, which represent one of the oldest forms of marketing, dating back to the early promotional tools of the 1800s.
A)True
B)False
Q4) One advantage of sales promotion is that it breaks through the media clutter.
A)True
B)False
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Chapter 16: Event Sponsorship, Product Placements, and
Branded Entertainment
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Sample Questions
Q1) (Scenario 16-3) MyMVPs arranges sponsorship of several area high schools and begins to think of ways to leverage the sponsorship. In this context, leverage can be described as
A)the practice of judging sponsorship through media impressions.
B)the practice of placing any branded product into the content and execution of an established entertainment vehicle.
C)any collateral communication or activity reinforcing the link between a brand and an event.
D)development and support of any entertainment property.
Q2) A sponsored event can still be considered a positive addition to the IBP mix for the advertiser even if predetermined exposure figures are not met.
A)True
B)False
Q3) What types of programs have made product placements the norm on television?
A)soap operas and reality shows
B)sitcoms and quiz shows
C)police/legal dramas and family dramas
D)animated shows and action/adventure shows
Q4) What is Chaos Scenario? How does it relate to today's advertising efforts?
Page 18
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Chapter 17: Integrating Direct Marketing and Personal Selling
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Sample Questions
Q1) Define list enhancement, and discuss two simple ways to conduct it.What four categories of information are often included to help define various populations and target markets?
Q2) One characteristic of a direct marketing program is that it almost always tries to strengthen brand recognition.
A)True
B)False
Q3) (Scenario 17-2) Like many firms, AmericanProfile uses an RFM analysis to identify certain groups of high-profile customers and analyze their habits across three criteria.This is why RFM stands for A)record, format, momentum. B)recency, frequency, monetary.
C)reach, function, marketing.
D)returns, files, mailings.
Q4) External lists are the starting point for developing better relations with customers. A)True B)False
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Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
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Sample Questions
Q1) (Scenario 18-3) A medium-sized, family-owned organic farm in California packages its fresh produce and distributes it to grocers around the country.It is now rumored to be part of an e-coli outbreak that is attacking spinach grown at nearby farms.This is absolutely false, so the family acts fast by clarifying the situation through Twitter releases, blog responses, and announcements on its home page, as well as several more traditional tactics.This kind of activity focuses on problems to be solved rather than opportunities to be considered, and requires that a company take defensive measures.What is it?
A)reactive public relations strategy
B)lobbying campaign
C)corporate image marketing
D)proactive public relations strategy
Q2) Objectives of corporate advertising can include boosting employee morale and attracting new employees.
A)True
B)False
Q3) Lobbying.The public relations function can assist a firm in dealing with government officials and pending legislation.
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