Advertising and Promotion Test Preparation
Course Introduction
This course provides an in-depth exploration of the principles and practices of advertising and promotion within the context of integrated marketing communications. Students will examine the strategic role of advertising in building brands, the creative process behind ad campaigns, media planning and selection, and the use of traditional and digital platforms for promotion. The course also covers consumer behavior, ethical considerations in advertising, regulatory standards, and the measurement of campaign effectiveness. Through case studies, practical assignments, and group projects, students will develop critical thinking and practical skills necessary to design, implement, and evaluate successful advertising and promotional strategies.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by Kenneth
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15 Chapters
2969 Verified Questions
2969 Flashcards
Source URL: https://quizplus.com/study-set/1127 Page 2
E. Clow
Chapter 1: Integrated Marketing Communications
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104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/22135
Sample Questions
Q1) Describe the Miracle Whip "love" and "hate" campaign using the elements of the communications model.
Answer: The Miracle Whip brand and mcgarrybowen are the senders. Encoding takes place in advertisements and other messages that are sent out. Television, the internet, and magazines are the transmission devices. Consumers decode the messages as receivers. Feedback includes entering the contest, requesting free samples, complaining about the approach, and buying the product.
Q2) An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of:
A) marketing myopia.
B) standardization.
C) adaptation.
D) accountability.
Answer: D
Q3) Forces that impact the field of marketing communication are the emergence of social media and the internet.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Corporate Image and Brand Management
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200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/22136
Sample Questions
Q1) A Pillsbury cookie mix featuring Hershey's Chocolate is a form of:
A) flanker branding.
B) cooperative branding.
C) ingredient branding.
D) complementary branding.
Answer: C
Q2) A proprietary brand marketed by an organization and distributed within the organization's outlets is a(n):
A) private label.
B) flanker brand.
C) co-brand.
D) complementary brand.
Answer: A
Q3) Brand equity offers the following benefits, except:
A) allows manufacturers to charge more for their brands.
B) creates higher gross margins.
C) shields companies from lawsuits.
D) captures additional shelf space in retail stores.
Answer: C
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Page 4
Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
Source URL: https://quizplus.com/quiz/22137
Sample Questions
Q1) Risk avoidance leads buyers to switch to the vendor offering the lowest prices.
A)True
B)False
Answer: False
Q2) Heuristics that are used in purchase decision making are created by company goals, budgets, and other organizational factors.
A)True
B)False
Answer: True
Q3) The member of the buying center who actually uses items after they are purchased is the:
A) user.
B) influencer.
C) decider.
D) gatekeeper.
Answer: A
Q4) Selling to both consumers and businesses is known as dual-channel marketing.
A)True
B)False
Answer: True
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Chapter 4: The IMC Planning Process
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191 Verified Questions
191 Flashcards
Source URL: https://quizplus.com/quiz/22138
Sample Questions
Q1) Consumer-oriented advertising research includes using methods from disciplines such as anthropology, psychology, and biology.
A)True
B)False
Q2) All of the following are methods of segmenting business-to-business markets except:
A) psychographics.
B) NAICS/SIC code.
C) geographic location.
D) size of business.
Q3) Product positioning can be based on variables beyond price and quality, such as product users, product class, and cultural symbols.
A)True
B)False
Q4) Target-market research identifies who the recipient will be in a communications campaign.
A)True
B)False
Q5) What are the methods of segmenting business-to-business markets?
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Chapter 5: Advertising Management
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232 Verified Questions
232 Flashcards
Source URL: https://quizplus.com/quiz/22139
Sample Questions
Q1) Name the steps involved in selecting an advertising agency.
Q2) Which product is most likely to include a disclaimer warranty?
A) Medicine
B) Shirt
C) Hammer
D) Scotch tape
Q3) In terms of the visual element of an advertisement, an abstract image has a:
A) higher level of recall than a concrete image.
B) lower level of recall than a concrete image.
C) greater impact on the affective component of attitude than a concrete image.
D) greater impact on the cognitive component of attitude than on the affective component.
Q4) Media buys are normally made by the:
A) creative.
B) account executive.
C) traffic manager.
D) media service company.
Q5) Successful brands exhibit two characteristics: top-choice and top-preference.
A)True
B)False
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Chapter 6: Advertising Design
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282 Verified Questions
282 Flashcards
Source URL: https://quizplus.com/quiz/22140
Sample Questions
Q1) In terms of source characteristics, CEOs score low on credibility.
A)True
B)False
Q2) The two types of affective message strategies are:
A) emotional and hyperbole.
B) resonance and emotional.
C) preemptive and unique selling proposition.
D) affective and conative.
Q3) Placing a female wearing a bikini in an advertisement for power tools targeted to men is an example of:
A) a subliminal sexual cue.
B) a decorative model.
C) overt sexuality.
D) sexual suggestiveness.
Q4) Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.
A)True
B)False
Q5) What roles can music play in advertisements?
Page 8
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Chapter 7: Traditional Media Channels
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209 Verified Questions
209 Flashcards
Source URL: https://quizplus.com/quiz/22141
Sample Questions
Q1) Radio has the advantage of intimacy, in which the DJ talks directly to the listener.
A)True
B)False
Q2) The part of the media plan that spells out the media to be used and creative considerations is the:
A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) media mix.
Q3) A company seeking to build brand awareness through repeated exposures of the same ads is using high:
A) frequency.
B) continuity.
C) exposure.
D) reach.
Q4) Gross impressions represent the number of times an individual is exposed to an advertisement.
A)True
B)False
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Chapter 8: Digital Marketing
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231 Verified Questions
231 Flashcards
Source URL: https://quizplus.com/quiz/22142
Sample Questions
Q1) Utilizing web data to target individuals the most likely to purchase a product is:
A) audience targeting.
B) geo-aware advertising.
C) geo-fencing.
D) behavioral targeting.
Q2) Companies can use interactive marketing to accomplish all of the following objectives except:
A) generate sales.
B) enhance brand loyalty.
C) build an email list.
D) develop sponsorship programs.
Q3) Experts believe branded content pages on the web should be changed or updated daily to improve its relevance to consumers and to increase search results.
A)True
B)False
Q4) What kinds of e-commerce incentives can be offered to encourage consumers to purchase products over the internet?
Q5) What consumer concerns influence e-commerce online purchasing?
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Chapter 9: Social Media
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180 Verified Questions
180 Flashcards
Source URL: https://quizplus.com/quiz/22143
Sample Questions
Q1) All of the following statements about Facebook are true except:
A) number of teens on Facebook has declined over 25 percent in the last 3 years.
B) number of individuals 55 or older has increased 80 percent.
C) Facebook generates about $1 billion in advertising revenue.
D) Facebook has over 1.2 billion users worldwide.
Q2) The new Federal Trade Commission ruling that blogs sponsored by individuals must openly state they are being sponsored refers to which type of blog?
A) A branded blog created by a brand
B) A blog that is sponsored by a brand
C) An individual's blog that has no affiliation with any brand
D) Any type of blog where a brand name is mentioned
Q3) Explain the differences in the terms social media, social network, and social media marketing.
Q4) Most search engines examine the number of brand mentions in social media.
A)True
B)False
Q5) Why are brands engaging in social media marketing?
Q6) Discuss the social media marketing strategies being used by brands today.
Q7) What is viral marketing and what are the keys to a successful viral campaign?
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Chapter 10: Alternative Marketing
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196 Verified Questions
196 Flashcards
Source URL: https://quizplus.com/quiz/22144
Sample Questions
Q1) Stealth marketing thrives in the online world, especially with social media sites.
A)True
B)False
Q2) One reason brand communities form is that the owners of a brand all tend to have common characteristics and common lifestyles.
A)True
B)False
Q3) Facial recognition technology has allowed marketers to embed targeted ads in video games.
A)True
B)False
Q4) Examples of brand placements in video games would include the following except a: A) billboard for Goodyear tires in a racing game.
B) Pepsi vending machine in a war game.
C) Burger King restaurant in a society-building game.
D) General Motors logo on the video game box.
Q5) What is a branded community and how can a company enhance a community spirit among its owners?
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Page 12
Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/22145
Sample Questions
Q1) In handling objections during the sales call, Gavin (the salesperson) normally will say "yes, but..." then proceed to explain his brand's benefits or features that will address the objection raised. This approach is called the ________ method.
A) compensation
B) "feel, felt, found"
C) head-on
D) indirect
Q2) When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "B" leads would be:
A) do nothing currently, but monitor the lead for possible future changes.
B) contact the lead using telemarketers.
C) have one of the firm's salespeople make a sales call them.
D) send the lead marketing materials and encourage them to make inquiries if they are interested.
Q3) The data warehouse holds all customer data.
A)True
B)False
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Chapter 12: Sales Promotions
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202 Verified Questions
202 Flashcards
Source URL: https://quizplus.com/quiz/22146
Sample Questions
Q1) When the price of a product is reduced through a trade allowance, it is referred to as being:
A) on-deal.
B) off-deal.
C) a side deal.
D) a slotting fee.
Q2) Which of the following consumer promotions is the best method for encouraging consumers to try a new product?
A) Coupons
B) Sampling
C) Premiums
D) Contests or sweepstakes
Q3) Refunds and rebates suffer the disadvantages of cost and diminished effectiveness.
A)True
B)False
Q4) Some marketing experts believe overuse of premiums can damage a brand's image.
A)True
B)False
Q5) What is the difference between consumer promotions and trade promotions?
Page 14
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Chapter 13: Public Relations and Sponsorship Programs
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201 Verified Questions
201 Flashcards
Source URL: https://quizplus.com/quiz/22147
Sample Questions
Q1) In choosing a sponsorship, it is important for a marketing team to:
A) choose local groups or individuals to sponsor.
B) match the audience profile with the company's target market.
C) develop a method of assessment prior to engaging in the sponsorship program.
D) choose an individual or group that is well known to maximize the sponsorship impact.
Q2) In tracking results from event marketing, an Advertising Research Foundation study found which type of events tended to yield the best results in terms of intentions to purchase and actual purchases of the sponsor's brand?
A) Festival and fair
B) Sports-related events
C) Entertainment-related events
D) Cause-related events
Q3) What are the five key public relations functions?
Q4) Damage control and greenwashing are essentially the same public relations practices.
A)True
B)False
Q5) What are the two forms of preventive damage control measures?
Q6) What is cause-related marketing and why is it important?
Page 15
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Chapter 14: Regulations and Ethical Concerns
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184 Verified Questions
184 Flashcards
Source URL: https://quizplus.com/quiz/22148
Sample Questions
Q1) What criteria must be met to deem an advertisement deceptive or misleading?
Q2) From a company's perspective, the primary benefit of using cookie technology is it allows the marketing team to:
A) gather information about where a consumer has been on the company's website, how long they were there, and what they did.
B) know what other sites a person has visited on the internet.
C) prepare specific marketing messages and emails to consumers based on their browsing behavior.
D) know who has visited the company's website.
Q3) Chase files a complaint with his local Better Business Bureau about an advertisement he feels is misleading and deceptive. The BBB would:
A) keep a copy of the complaint in the company's file for future use if someone asked about that particular company.
B) refer the complaint to the National Advertising Division.
C) refer the complaint to the National Advertising Review Board.
D) refer the complaint to the Federal Trade Commission.
Q4) Identify and describe the four primary philosophies of life.
Q5) Explain the difference between deception and puffery.
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Chapter 15: Evaluating an Integrated Marketing Program
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153 Verified Questions
153 Flashcards
Source URL: https://quizplus.com/quiz/22149
Sample Questions
Q1) Advertising is the most difficult part of the IMC program to evaluate for all of the following reasons except:
A) a delayed impact of the ad.
B) consumers changing their minds while in the store.
C) the consumer price index changes.
D) brand equity considerations.
Q2) The best behavioral method to measure the impact of a coupon program is:
A) changes in store traffic.
B) number of inquiries.
C) changes in attitude towards the brand.
D) the redemption rate.
Q3) After being shown a segment or stills of an ad, respondents are asked to identify the brand being advertised, which measures:
A) memorability.
B) aided brand awareness.
C) unaided brand awareness.
D) brand and ad recognition.
Q4) What makes measuring the effectiveness of advertisements problematic?
Q5) Discuss the value of copytesting.
Q6) What can test markets assess?
Page 17
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