Advertising and Promotion Strategy
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Course Introduction
Advertising and Promotion Strategy explores the principles, methods, and creative processes involved in developing effective marketing communications. The course covers the strategic role of advertising within the broader promotional mix, including sales promotion, public relations, digital media, and direct marketing. Students learn to analyze target markets, craft compelling messages, select appropriate media channels, and measure campaign effectiveness, all while considering budget constraints and ethical considerations. Through case studies and practical projects, learners gain hands-on experience in designing integrated promotional campaigns that enhance brand value and support organizational objectives.
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Chapter 1: An Introduction to Integrated Marketing Communications
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Q1) Advocates of integrated marketing communications argue that:
A)a company communicates with its customers primarily through media advertising
B)a company communicates with its customers primarily through one-on-one communication techniques.
C)package design is the most important way of communicating with customers
D)nonpersonal communications is more effective than personal communications
E)none of the above is true
Answer: E
Q2) Sales promotion programs targeted toward marketing intermediaries such as wholesalers,distributors,and retailers are known as:
A)a consumer-oriented sales promotion
B)a trade-oriented sales promotion
C)a functional inducement
D)direct marketing
E)integrated promotions
Answer: B
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Chapter 2: The Role of Imc in the Marketing Process
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Q1) Gatorade sports drink has defined its target market as 18-34 year old males who are active in sports.Which two bases of segmentation is Gatorade employing?
A)benefit and demographic
B)psychographic and geographic
C)demographic and psychographic
D)geographic and benefit
E)benefit and psychographic
Answer: C
Q2) According to the marketing and promotions process model,which of the following is NOT a stage in the target marketing process?
A)market identification
B)promotional decisions
C)market segmentation
D)positioning through marketing strategies
E)target market selection
Answer: B
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Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
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Q1) An ad agency that offers its clients a complete range of marketing,communication,and promotion services is known as a:
A)creative boutique
B)media buying service
C)in-house agency
D)full-service agency
E)integrated marketing organization
Answer: D
Q2) Which specialized service would be responsible for promoting and managing the concert a client wants to hold to benefit Habit for Humanity?
A)the traffic department
B)a marketing research firm
C)an interactive agency
D)a public relations firm
E)a sales promotion agency
Answer: D
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Chapter 4: Perspectives on Consumer Behavior
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Q1) Business-to-business advertisers often assume their ads must contain a lot of information so potential customers can use this information to solve their problems.The basis for this type of advertising would be:
A)cognitive learning theory
B)psychoanalytic theory
C)behavioral learning theory
D)affective modeling
E)shaping
Q2) An approach to consumer learning that views the consumer as an information processor and problem-solver who forms judgments and evaluates various alternatives is consistent with:
A)classical conditioning
B)instrumental conditioning
C)shaping
D)cognitive learning theory
E)process integration
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Chapter 5: The Communication Process
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Q1) _____ channel of communication.
A)individualized
B)direct-response
C)nonpersonal
D)semiotic
E)verbal
Q2) Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness?
A)Consumers must pass through each stage before making a purchase.
B)Awareness and recall are the most important measures of ad effectiveness.
C)The stages of the hierarchy offer useful intermediate measures of advertising effectiveness.
D)The hierarchy is not useful because sales are the only appropriate goal of advertising.
E)Time is not a situational factor when using this model to measure ad effectiveness.
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Chapter 6: Source,message,and Channel Factors
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Q1) According to the persuasion matrix,which of the following is NOT a dependent variable or stage in the response process?
A)attention
B)comprehension
C)destination
D)yielding
E)retention
Q2) A commercial that begins,"Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's is stating its strongest point first to gain reader attention on a subject that most people would rather not consider.The rest of the ad describes a new prescription medicine used to treat mild and moderate cases of Alzheimer's.The advertising is using a _____ to arouse interest.
A)primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Q1) The _____ method of budgeting is being employed when expenditures are allocated according information about industry averages for advertising.The budget is set to maintain a level consistent with industry spending.
A)arbitrary allocation
B)percentage of sales
C)objective and task
D)return on investment
E)competitive parity
Q2) The S-shaped response curve suggests:
A)advertising effectiveness will not be related to spending
B)very low spending levels will not work
C)advertising effectiveness will vary directly according to 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
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Chapter 8: Creative Strategy: Planning and Development
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Q1) All of the following could be considered an example of a big idea used as the basis of an advertising appeal EXCEPT:
A)"You're in Good Hands with Allstate"
B)"Go Milk"
C)"Macintosh-A Computer for the Rest of Us"
D)"We Build Excitement"
E)"Buy Yoplait Yogurt Today"
Q2) Inna has been hired to promote a membership-only genealogical Web site,which provides demographic information on over one billion people.She has gathered together all the relevant environmental information and has studied the product as closely as possible.Now it is time for the _____ stage of the creative process.She needs to work on another project and put the genealogical project completely out of her conscious mind.Her subconscious needs time to work on a solution.
A)preparation
B)digestion
C)incubation
D)illumination
E)verification
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Q1) A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n):
A)direct headline
B)indirect headline.
C)subhead
D)jingle
E)subhead.
Q2) During which stage of commercial production process do activities such as editing,recording of sound effects,audio/video mixing,and agency approval occur?
A)preproduction
B)production
C)postproduction
D)preparation
E)incubation
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Chapter 10: Media Planning and Strategy
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Q1) When the objective is to attain maximum coverage of a local market,which form of advertising would be most effective?
A)outdoor
B)television
C)radio
D)magazine
E)newspaper
Q2) _____ schedule is being employed.
A)intermittent
B)continuity
C)flighting
D)weighting
E)pulsing
Q3) Duplication of audiences is a desired factor if the media strategy is to:
A)maximize reach
B)optimize GRP
C)optimize both reach and frequency
D)maximize frequency
E)reduce waste coverage
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Chapter 11: Evaluation of Broadcast Media
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Q1) The pervasiveness and intrusive nature of _____,as an advertising medium,contributes to the high level of distrust consumers have for the ads that appear in it.
A)radio
B)television
C)newspapers
D)direct response
E)magazines
Q2) _____ are reruns of network shows that are bought by individual stations to broadcast.
A)Off-network syndications
B)Sponsorships
C)First-run syndications
D)Network spots
E)Local syndications
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Chapter 12: Evaluation of Print Media
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Q1) Janome manufactures sewing machines.In an issue of Home Companion,Janome purchased the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models sewing machines at Janome authorized dealers.Janome used _____ to attract reader's attention.
A)gatefold
B)bleed page
C)creative space buys
D)overrun
E)total page ad
Q2) Selective binding and ink-jet imaging are making it possible for magazines to offer:
A)personalized ads
B)high reach and frequency
C)reduced advertising rates
D)lower delivery costs
E)higher pass-along readership
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Chapter 13: Support Media
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Q1) Advertising placed on buses and taxis is called:
A)sales promotions
B)stationary advertising
C)transit advertising
D)aerial advertising
E)free-form advertising
Q2) Ads have been placed on the back of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas.Both of these are examples of:
A)support media
B)out-of-home advertising
C)indirect communications
D)advertising accessories
E)category ads
Q3) Truck sides,taxi displays and wrapped vehicles are all examples of:
A)transit media
B)in-office media outlets
C)areas where government has regulated advertising
D)product placements
E)all of the above
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Chapter 14: Direct Marketing
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Q1) Using an integrated marketing communications plan,QVC is attempting to:
A)offset a decline in interest in shopping with an increase in text messaging
B)replace their RFM strategy with faster than lightning (FTL)approach
C)repackage itself for younger,hipper customers
D)broadcast only where the advertising time is the least expensive
E)all of the above
Q2) Direct marketing:
A)is a valuable tool in integrated marketing communications (IMC)
B)can generate immediate behavioral response
C)creates a direct channel of distribution
D)seeks different objectives from advertising,sales promotion,and personal selling strategies
E)is accurately described by all of the above
Q3) The National Geographic Society offers a variety of products to its subscribers through direct marketing.This is an example of:
A)cross-selling
B)renewal marketing
C)an unethical business practice
D)membership-based marketing
E)remarketing
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Chapter 15: The Internet and Interactive Media
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Q1) Recent press releases about what is going on in the company are available at the ArvinMeritor Web site. Anyone doing research on the company has access to these stories. In this way, ArvinMeritor uses the Internet as a(n) _____ tool.
A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)advertising
Q2) If you go to the HYPERLINK "http://www.aboutus.org/GirlsOn.com" is using:
A.a button
B.a banner
a regular sponsorship
C. a regular sponsorship
D.an interstitial
E.push technology
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Chapter 16: Sales Promotion
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Q1) Payments offered by manufacturers to resellers for merchandising products or running special in-store programs are called:
A)cooperative advertising
B)push monies
C)advertising subsidies
D)promotional allowances
E)slotting allowances
Q2) Wal-Mart is known for its marketing ______________,influencing all aspects of marketing including sales promotions by brand manufacturers.
A)simplicity
B)power
C)linearity
D)cooperation
E)religion
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Chapter 17: Public Relations,Publicity,and Corporate Advertising
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Q1) Companies that support lobbying efforts:
A)are trying to reach internal audiences
B)are engaged in flighting
C)have targeted government bodies
D)have determined the importance of homogeneity
E)are targeting educators
Q2) Which of the following is a recommended tool for improving the likelihood that the public relations story will be told?
A)press conferences
B)interviews
C)the Internet
D)exclusives
E)all of the above
Q3) MPR activities are used by public relations agencies to:
A)receive discounts in various media
B)place new releases in mass media simultaneously
C)"microsegment" the market
D)achieve feedback from public relations activities
E)do none of the above
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Chapter 18: Personal Selling
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Q1) Which of the following statements about personal selling is true?
A)Personal selling would play a dominant role in a company that sells inexpensive plastic toys.
B)The role of personal selling would be minimized in a company that sells component parts to auto manufacturers.
C)Since personal selling makes a valuable contribution to an organization's promotional program,the firm's advertising department should contribute to the personal selling effort.
D)In an integrated marketing communications program,personal selling is a substitute for other promotional mix elements.
E)All of the above statements about personal selling are true.
Q2) Which of the following types of selling jobs involves creative selling but not actual order taking?
A)telemarketer
B)route salesperson
C)order taker
D)inside salesperson
E)missionary salesperson
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Chapter 19: Measuring the Effectiveness of the Promotional Program
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Q1) Inquiry tests:
A)are used in both consumer and business-to-business market testing
B)are posttests
C)include the reader response cards often found in trade journals
D)may not truly measure the attention-getting or information-providing aspects of an ad
E)are accurately described by all of the above
Q2) To try to help Americans prepare for a terrorist attack,the U.S.Department of Homeland Security used a new $1.2 million advertising campaign involving both print and broadcast media.Prior to the development of the advertisements,the department conducted concept tests with small groups of eight to ten average U.S.citizens from New York City,Kansas City,Los Angeles and elsewhere who gave their opinions on what the ads should contain and how the message should be delivered.This is an example of:
A)post-testing through focus groups
B)pretesting through mall intercepts
C)field testing through the use of single-source data
D)pretesting through focus groups
E)the Delphi method of testing advertising effectiveness
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Chapter 20: International Advertising and Promotion
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Q1) When making decisions about media strategy for international markets,advertisers know that _____ can be a problem.
A)differences in media availability
B)the gathering of reliable media information such as circulation figures,audience profiles,and costs
C)restrictions on media usage for advertising
D)fluctuations in media rates due to unstable currencies and economic conditions
E)all of the above
Q2) Why are global marketers consolidating their advertising into one agency?
A)as a way of implementing the philosophies of Theodore Levitt
B)due to terrorists' activities in other parts of the world
C)because the importance of cultural barriers has declined significantly
D)because agencies now have the ability to communicate globally
E)for all of the above reasons
Q3) Unlike advertising,which can be done on a global basis,sales promotion:
A)should never include sales contests in global markets
B)offers better opportunities for salespeople than advertising
C)must be adapted to local markets
D)should avoid be adjusted for the level of economic development in a country
E)should challenge the existing trade structure
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Chapter 21: Regulation of Advertising and Promotion
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Q1) Regulation of advertising by trade and industry associations:
A)shows that member firms and individuals are concerned with the impact and nature of their advertising
B)is an example of one type of self-regulation
C)has no legal basis for enforcement
D)must rely on peer pressure or other nonbinding sanctions to get advertisers to comply with standards since there is no legal basis for enforcing them
E)is accurately described by all of the above
Q2) Regulation and control of advertising by various groups such as individual advertisers and their agencies,trade associations,and the media is known as:
A)self-regulation
B)external regulation
C)trade regulation
D)industry-defined norms
E)advertising norms
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Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
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Q1) Which of the following statements can be used to refute the argument that advertising reduces the number of choices available to consumers?
A)Advertising can be used to create and maintain brand loyalty for dominant brands.
B)Dominant brands can afford to spend more on advertising and that makes it difficult for smaller brands to compete against them.
C)Heavily advertised brands dominate the market in certain product categories such as soft drinks,beer,and cereal.
D)Advertising can be used to inform consumers of new brands and offer them as an alternative to existing brands.
E)All of the above refute the argument that advertising reduces the number of choices available to consumers.
Q2) Advertising is the target of controversy and criticism because of:
A)its high visibility and pervasiveness
B)the ways it influences society
C)the amount of money invested in it
D)the methods and techniques used by advertisers
E)all of the above
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