Advertising and Promotion Strategy
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Course Introduction
Advertising and Promotion Strategy explores the planning, development, and execution of effective advertising and promotional campaigns within various media channels. The course examines the integration of advertising with other elements of the marketing mix to build brand awareness, drive consumer engagement, and achieve business objectives. Students analyze target market identification, message creation, media selection, budget allocation, and the use of digital and traditional platforms. Emphasis is placed on both creative and analytical decision-making processes, including measurement of campaign effectiveness, ethical considerations, and the impact of emerging trends in the advertising landscape.
Recommended Textbook Advertising and Promotion An
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Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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Q1) Under a centralized organizational system,the responsibility for planning and controlling the advertising and promotional function lies with the:
A)brand manager.
B)advertising manager.
C)product manager.
D)in-house agency.
E)vice president of marketing.
Answer: B
Q2) An advertising agency that wants its employees to develop expertise in servicing a variety of accounts should use a(n)_____ structure.
A)group system
B)departmental system
C)creative boutique
D)in-house
E)decentralized
Answer: B
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Chapter 2: Perspectives on Consumer Behavior
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Q1) Perception is an important consideration when creating attention-getting ads.Obsession and other brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.
A)the consumer's level of sensory input
B)consumer personality
C)the internal information search
D)perception retrieval
E)subliminal perception
Answer: A
Q2) An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends.Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy.
A)physiological
B)social
C)self-actualization
D)esteem
E)safety
Answer: B
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Chapter 3: The Communication Process
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Q1) Trial,purchase,adoption,and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.
A)cognitive
B)affective
C)behavioral
D)motivational
E)learning
Answer: C
Q2) According to the Foote Cone & Belding (FCB)planning model,the _____ strategy is for highly involving products where rational thinking and economic considerations prevail.
A)habitual
B)informative
C)affective
D)satisfaction
E)dissonance reduction
Answer: B
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Chapter 4: Source, Message, and Channel Factors
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Q1) According to the sleeper effect phenomenon,
A)the impact of persuasive messages diminishes over time.
B)people retain advertising messages when they see them right before going to bed and rehearse them in their sleep.
C)the impact of persuasive messages from low-credibility sources can increase over time,since the message content becomes disassociated from the source.
D)the impact of persuasive messages from low-credibility sources decreases over time,since people forget the content of the message.
E)people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message.
Q2) _____ are messages that mention only positive product attributes or benefits.
A)One-sided messages
B)Two-sided messages
C)Refutational appeals
D)Conclusive messages
E)Slice-of-life messages
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Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Q1) The S-shaped response curve suggests that:
A)advertising effectiveness will not be related to spending.
B)very low advertising budgets will not work.
C)advertising effectiveness will vary inversely with the spending levels.
D)the carryover effect is especially true for low-priced,frequently purchased consumer products.
E)sales and spending on advertising are not directly related.
Q2) The _____ method of budgeting is being employed when expenditures are allocated by assigning a part of the cost of the product to be allocated to advertising.The total budget is based on units sold.
A)arbitrary allocation
B)percentage of sales
C)objective and task
D)return on investment
E)competitive parity
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Chapter 6: Creative Strategy: Planning and Development
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Q1) Which of the following statements about account planning is true?
A)Account planners do not conduct any quantitative research.
B)Account planners work with the client as well as other agency personnel.
C)Account planners only work with the client to avoid agency bias.
D)With account planning,the agency takes a permanent leadership role in the development of creative strategy.
E)The knowledge gained during account planning can only be used during the planning period because it is proprietary information.
Q2) The _____ step of the creative process deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work.
A)problem detection
B)illumination
C)immersion
D)reality
E)incubation
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Chapter 7: Creative Strategy: Implementation and Evaluation
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Q1) _____ is designed to give a company or brand a unique association or personality and is often transformational in nature.
A)Rational advertising
B)Image advertising
C)Feature appeals
D)Transactional advertising
E)Brand immorality
Q2) Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains.In each instance,the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever.This ad campaign is using a(n)_____ appeal.
A)emotional
B)competitive advantage
C)fear
D)favorable price
E)transformational
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Chapter 8: Media Planning and Strategy
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Q1) For newspapers,the cost efficiency formula is based on:
A)the pass-along rate.
B)gross rating points (GRPs).
C)column inches.
D)the daily inch rate.
E)the absolute reach.
Q2) The pass-along rate refers to the:
A)newspaper advertising rate charged to manufacturers by retailers placing ads for them.
B)television advertising rate charged to national advertisers.
C)number of persons to whom a magazine copy has been given and who have read it.
D)magazine advertising rate for throw-away publications.
E)percentage of people who skip over an ad while reading a publication.
Q3) The evaluation and follow-up stage of media planning:
A)is the easiest stage for the media planner.
B)is an imperative if an organization is to evaluate its performance.
C)is unnecessary in most situations due to problems with comparing media vehicles.
D)is typically done most efficiently with computers.
E)must be difficult to administer.
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Chapter 9: Evaluation of Media: Television and Radio
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Q1) Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix?
A)Television programs do not reach their target markets.
B)Small ad agencies generally do not know how to produce TV commercials.
C)The high costs of producing and airing television commercials.
D)The limited creative options available through television.
E)The lack of captivity and attention that TV advertising provides.
Q2) In order to get advertising time on the most popular TV shows,major television advertisers such as Coca-Cola,Ford,General Motors and State Farm must buy commercial spots during the _____ market,before the season begins.
A)up-front
B)continual
C)scatter
D)interconnected
E)local
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Chapter 10: Evaluation of Print Media
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Q1) Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations.This is an example of a(n)_____ publication.
A)general business
B)trade
C)professional
D)industrial
E)consumer-oriented
Q2) One of the primary advantages of using magazines as an advertising medium is their:
A)selectivity.
B)low clutter level.
C)limited reach and frequency.
D)low absolute costs.
E)long lead time.
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Chapter 11: Support Media
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Q1) Airplanes pulling banners,skywriting,and blimps all constitute:
A)transit advertising.
B)mobile advertising.
C)digital advertising.
D)aerial advertising.
E)speciality advertising.
Q2) Media used to reinforce communications messages that may have been received from other forms of advertising are called:
A)support media.
B)source media.
C)indirect communications.
D)accessory advertising.
E)category ads.
Q3) Which of the following methods are used to measure the impact of Yellow Pages advertising on sales?
A)CPM and frequency
B)Reach and frequency
C)Circulation and usage
D)Visibility and usage
E)CPM and pass-along rate
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Chapter 12: Direct Marketing
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Q1) In case of ____,the salesperson visits the buyer's home,job site,or other location to sell frequently purchased products or services.
A)repetitive person-to-person selling
B)non-repetitive person-to-person selling
C)party plans
D)homeshopping
E)telemarketing
Q2) The lower cost and convenience of which of the following media have raised concerns among traditional direct-mail marketers but at the same time created better opportunities?
A)Television
B)Radio
C)Internet
D)Outdoor advertising
E)Transit advertising
Q3) Direct marketing is restricted to small companies seeking business.
A)True
B)False
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Chapter 13: The Internet and Interactive Media
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Q1) When Internet visitors using Yahoo's search engine type in travel books,one of the advertisements they see is for Lonely Planet guides,Lonely Planet is using a(n)_____ to target Internet users interested in their products.
A)interconnect
B)URL
C)portal
D)surf button
E)paid search
Q2) Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle?
A)To create a sustainable competitive advantage
B)To implement a diversification strategy
C)To create a strong brand
D)To prevent a price war
E)To create a target market
Q3) Internet is both a communications as well as a direct response medium.
A)True
B)False
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Chapter 14: Sales Promotion
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Q1) Ocean Spray offers its retail accounts a $3.00 per case discount on all of the cranberry juice they purchase during the month of May.This discount will be deducted straight from the bill.This is an example of:
A)push money.
B)a slotting allowance.
C)an off-invoice allowance.
D)a display allowance.
E)a coop allowance.
Q2) Which of the following statements about the use of premium offers by fast-food chains such as McDonald's and Burger King is true?
A)Many of the premiums used by these companies have cross-promotional tie-ins with popular movies.
B)Most of the premiums used by these companies are self-liquidating.
C)Many of the premium offers used by these companies are targeted at adults.
D)Most of the premium offers used by these restaurants are not effective at generating incremental sales.
E)Free premiums always produce positive public relations for the company providing them.
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Q1) Which of the following statements is true about public relations?
A)Public relations is same as publicity.
B)Public relations is a short term strategy of enhancing the image of the company.
C)Public relations is not concerned with the evaluation of public attitudes.
D)An effective public relations program continues over months or even years.
E)Public relations deals only with the activities designed to sell a product or service.
Q2) Which of the following is one of the important reasons for the high power of publicity as a form of promotion?
A)Lack of clutter
B)Leads to increase in sales
C)Its news value and the frequency of exposure it generates
D)Its lack of ability to generate word of mouth information
E)Its low relative costs
Q3) One of the main reasons why firms are so concerned about public attitudes is that these attitudes may affect the sales of the firm's products.
A)True
B)False
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Q1) Assume Bayer aspirin wishes to test the relative effectiveness of two alternative spokespersons.Two television commercials featuring the same content but different celebrities are developed._____ would be the best way to test the relative effectiveness of how well the advertising message is communicated.
A)Readability tests
B)On-air tests
C)Concept tests
D)Physiological measures
E)Tracking
Q2) An advantage offered by field test measures is:
A)greater control of synergistic forces.
B)more realistic testing conditions.
C)the ability to avoid competitive intelligence gathering.
D)low costs.
E)the ability to isolate the causes of the viewers' evaluations.
Q3) One of the main reasons marketers do not measure the effectiveness of promotional activities is the loss of first mover advantages.
A)True
B)False
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Chapter 17: International Advertising and Promotion
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Questions
Q1) A beverage company entered a new market in which it saw great potential.However,though its products matched those of local competitors in quality and price,sales were sluggish.The company realized that consumers believed that the local brands were better just because they were local.It had failed to account for the _____ of the consumers during the planning process.
A)demographics
B)ethnocentrism
C)pluralism
D)cultural relativism
E)xenocentrism
Q2) In 2006,the Harvard faculty pressured President Lawrence Summers into resigning.Some alumni were upset by this incident.Harvard will most likely use _____ to soothe alumni feelings.
A)sampling
B)public relations
C)trade allowances
D)couponing
E)events sponsorship
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Chapter 18: Regulation of Advertising and Promotion
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Q1) Which of the following is the appellate unit of the National Advertising Review Council?
A)National Advertising Division
B)Independent Business Alliance
C)National Advertising Review Board
D)Vision Council of America
E)National Association of Broadcasters
Q2) Under the Wheeler-Lea Amendment,the Federal Trade Commission is empowered to stop an advertiser from making a specified claim within 30 days and refrain from doing so until a hearing is held.This is known as:
A)a consent order.
B)injunctive power.
C)a cease-and-desist order.
D)corrective advertising.
E)advertising substantiation.
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Chapter 19: Evaluating the Social, Ethical, and Economic
Aspects of Advertising and Promotion
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Q1) Advertising plays an important role in a free-market system like the USA by:
A)making consumers aware of products and services.
B)creating needs that do not even exist.
C)encouraging materialistic values in the society.
D)alerting the collective values of the society.
E)by reducing the overall cost of goods sold in smaller industries.
Q2) Typically portrayals of adult men in American television and print advertising emphasize:
A)passivity.
B)deference.
C)achieving nature.
D)low level of efforts.
E)interdependence.
Q3) Many argue that industry prices decrease as a result of advertising.Which of the following concepts supports this view?
A)Advertising equals market power
B)Advertising isolates markets
C)Advertising produces differentiation
D)Advertising equals brand loyalty
E)Advertising equals information
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Chapter 20: Personal Selling Online
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Q1) Which of the following stages in selling is associated with keeping existing customers than attracting new ones?
A)Problem-solving
B)Objection-handling
C)Close
D)Follow up
E)Trial close
Q2) Several new roles are performed by salespeople today.The _____ role involves outlining both an account strategy and a solutions strategy (for the customer).
A)fire starting
B)guiding
C)surveying
D)evaluating
E)mapmaking
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