Advertising Campaigns
Final Exam Questions
Course Introduction
Advertising Campaigns explores the strategic creation, development, and execution of integrated advertising campaigns across various media platforms. The course covers essential components such as market research, target audience analysis, creative strategy development, budgeting, media planning, and campaign evaluation. Students work individually and in teams to conceptualize and produce comprehensive campaigns for real or simulated clients, applying industry-standard tools and methodologies. Emphasis is placed on critical thinking, collaboration, creative problem-solving, and adapting to emerging trends in digital and traditional advertising environments. By the end of the course, students will have developed a portfolio-ready advertising campaign and a deeper understanding of how to achieve successful outcomes in todays dynamic marketing landscape.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 6th Edition by Kenneth
Available Study Resources on Quizplus
15 Chapters
2867 Verified Questions
2867 Flashcards
Source URL: https://quizplus.com/study-set/1086
Page 2
E. Clow
Chapter 1: Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/21431
Sample Questions
Q1) Describe contact points.
Answer: A contact point is any place in which the customer may interact with or acquire information about a firm. This would include advertising, service departments, personal selling situations, and phone calls or Internet inquiries to the company.
Q2) In terms of a communications model, the sender is:
A) the company seeking to sell a product
B) a television set
C) the consumer viewing an ad on the Internet
D) a consumer ignoring an ad in a newspaper
Answer: A
Q3) Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.
A)True
B)False
Answer: True
Q4) Define GIMC. Why is GIMC important?
Answer: GIMC is globally integrated marketing communications. It is important because most companies compete in an international arena.
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Corporate Image and Brand Management
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21432
Sample Questions
Q1) Google is an example of an implied corporate name.
A)True
B)False
Answer: False
Q2) Which measures returns on branding investments?
A) brand infringement
B) brand parity
C) brand equity
D) brand metrics
Answer: D
Q3) The desired corporate image is one that:
A) coincides with the majority of companies within the industry
B) highlights the quality of products being sold by the company
C) is consistent with the views of management of each company
D) sends a clear message about the unique nature of an organization and its products
Answer: D
Q4) What are the four types of corporate names?
Answer: Overt names, implied names, conceptual names, iconoclastic names.
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Buyer Behaviors
Available Study Resources on Quizplus for this Chatper
204 Verified Questions
204 Flashcards
Source URL: https://quizplus.com/quiz/21433
Sample Questions
Q1) The set of brands a consumer knows about but has neither positive nor negative feelings for is the:
A) inept set
B) inert set
C) cognitive set
D) evoked set
Answer: B
Q2) Name and describe the members of a business buying center.
Answer: Users are the members of the organization who will actually use the good or service.
Buyers are the individuals given the formal responsibility of making the purchase. Influencers are people who shape purchasing decisions by providing the information or criteria utilized in evaluating alternatives.
Deciders are the individuals who authorize decisions.
Gatekeepers control the flow of information to members of the buying center, keep people informed about potential alternatives and decision rules, and let people know when certain alternatives have been rejected.
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: The IMC Planning Process
Available Study Resources on Quizplus for this Chatper
201 Verified Questions
201 Flashcards
Source URL: https://quizplus.com/quiz/21434
Sample Questions
Q1) A market segment must be financially viable to be useful.
A)True
B)False
Q2) A communications analysis involves looking at communications by the company itself, by competitors, and industry communications.
A)True
B)False
Q3) The NAICS code helps in geodemographic segmentation programs.
A)True
B)False
Q4) Morning Star has developed an entire line of non-meat breakfast foods and markets them as a substitute for breakfast meats. This is an example of product positioning by:
A) product user
B) product class
C) use or application
D) cultural symbol
Q5) Payout planning is a form of consumer market segmentation.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Advertising Management
Available Study Resources on Quizplus for this Chatper
202 Verified Questions
202 Flashcards
Source URL: https://quizplus.com/quiz/21435
Sample Questions
Q1) In a survey of advertising agency executives, advertising managers stated that a significant amount of their staff's time was wasted or used ineffectively because of poor communications between the agency and the client.
A)True
B)False
Q2) Using crowdsourcing to develop advertisements includes the following advantages, except:
A) creating buzz surrounding a contest or the consumer-generated ad
B) getting consumers involved
C) lower costs
D) getting ideas from individuals who purchase and use the product
Q3) The element of an advertisement that taps into or activates a person's value system is a(n):
A) message theme
B) appeal
C) executional framework
D) leverage point
Q4) Describe the work of the creative in creating an advertising campaign.
Q5) Name the steps involved in selecting an advertising agency.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Advertising Design: Theoretical Frameworks and Types of Appeals
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21436
Sample Questions
Q1) What roles can music play in advertisements?
Q2) Television and print advertisements by Victoria's Secret of models wearing only underwear are using which sexual appeal?
A) subliminal technique
B) nudity or partial nudity
C) overt sexuality
D) sexual suggestiveness
Q3) Which type of appeal reaches the more creative right side of the brain?
A) rational
B) sex
C) humor
D) emotional
Q4) Both the hierarchy of effects model and the means-end chain model are associated with the use of a leverage point.
A)True
B)False
Q5) Humor is being used less frequently in other countries throughout the world.
A)True
B)False
Q6) Describe the sequence that occurs when a humorous ad is successful. Page 8
To view all questions and flashcards with answers, click on the resource link above.
Page 9
Chapter 7: Advertising Design: Message Strategies and
Executional
Frameworks
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21437
Sample Questions
Q1) Using the hierarchy of effects model to develop liking of a product or brand, the best creative message strategies to use would be:
A) affective
B) cognitive
C) conative.
D) corporate
Q2) In a television advertisement, Chris is about ready to lose a girlfriend because he did not purchase the right piece of jewelry. A voice-over offers a solution, the jewelry is purchased at the advertised store and the girlfriend is now happy. This illustrates which form of executional framework?
A) slice-of-life
B) testimonial
C) fantasy
D) informative
Q3) Demonstration ads are well suited to television because the actual product features can be clearly shown.
A)True
B)False
Q4) What are the advantages and disadvantages of comparative ads?
Page 10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Traditional Media Channels
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21438
Sample Questions
Q1) Magazines offer each of the following advantages, except:
A) high level of market segmentation
B) high level of color quality
C) long life
D) short ad lead time
Q2) Although there are a large number of media buying agencies throughout the world, nearly 75 percent of all media buying is conducted by:
A) six large global agencies or their holding agencies
B) U.S. agencies
C) European agencies
D) the WPP group
Q3) Of the following advertising media, the one with the highest level of credibility is:
A) television
B) radio
C) newspapers
D) magazines
Q4) Describe the roles of the media planner and the media buyer.
Q5) What are the primary benefits of newspaper advertising? The primary problems?
Q6) Define reach, frequency, continuity, and gross impressions.
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 9: Digital Marketing
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21439
Sample Questions
Q1) Search engine optimization (SEO) is the process of:
A) increasing the probability of a particular company's website emerging from a search
B) maximizing paid search advertising
C) finding the best words to maximize organic searches
D) using a search engine as the front door to a company's website
Q2) Cyberbait is a lure or type of attraction designed to bring people to a website.
A)True
B)False
Q3) A search engine is the primary method most consumers use to discover new websites and to search for information.
A)True
B)False
Q4) The e-commerce component most directly affected by security concerns is:
A) interstitial advertising
B) the catalog
C) the shopping cart
D) payment programs
Q5) What is meant by the digital marketing?
Q6) What are the ingredients of a successful e-mail campaign?
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Alternative Marketing
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21440
Sample Questions
Q1) The goal of alternative marketing programs is to identify new places where a consumer's path intersects with a brand's presence.
A)True
B)False
Q2) Manufacturers view point-of-purchase (POP) displays as a method to get a brand more prominently displayed before customers in retail stores.
A)True
B)False
Q3) A company or brand with a strong brand community displays the following characteristics, except:
A) rich and long tradition
B) a unique position in the marketplace
C) a positive image
D) a high market share
Q4) Companies select brand ambassadors and customer evangelists based on their devotion to the brand and the sizes of their social circles.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Page 13
Chapter 11: Database and Direct Response Marketing and Personal Selling
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21441
Sample Questions
Q1) The data warehouse holds all of the customer data.
A)True
B)False
Q2) In terms of the sales presentation, the ________ approach requires salespeople from the selling organization to analyze the buyer's business.
A) mission-sharing
B) need-satisfaction
C) problem-solution
D) stimulus-response
Q3) A data warehouse contains information including customer e-mail addresses, purchase and communication histories, and personal preference profiles.
A)True
B)False
Q4) While it is important for a database to record every transaction with a customer, recording of interactions that do not relate to a purchase are not necessary.
A)True
B)False
Q5) Discuss the concept of data-driven communication.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 12: Sales Promotions
Available Study Resources on Quizplus for this Chatper
203 Verified Questions
203 Flashcards
Source URL: https://quizplus.com/quiz/21442
Sample Questions
Q1) Each of the following are important keys to building a successful premium program, except:
A) match the premium to the target market
B) select premiums that are highly popular and current fads
C) select premiums that reinforce the firm's product and image
D) integrate the premium with other IMC tools
Q2) Price-offs can encourage customers to switch brands in brand parity situations or when the consumer has a high level of brand loyalty to another brand.
A)True
B)False
Q3) Prizes or gifts that consumers receive when purchasing products are called: A) add-ins
B) premiums
C) purchase incentives
D) giveaways
Q4) Instant redemption coupons are a form of direct sampling.
A)True
B)False
Q5) Name and briefly describe the types of trade incentives that are offered.
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 13: Public Relations and Sponsorship Programs
Available Study Resources on Quizplus for this Chatper
201 Verified Questions
201 Flashcards
Source URL: https://quizplus.com/quiz/21443
Sample Questions
Q1) Cause-related marketing integrates a marketing program with some type of charity in order to generate good will.
A)True
B)False
Q2) Cause-related marketing and green marketing are essentially the same activity.
A)True
B)False
Q3) When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. Bridgestone, in turn, blamed drivers for the problem stating the tires were not inflated sufficiently. Bridgestone/Firestone was using which strategy?
A) expression of innocence
B) excuses
C) apology
D) justifications
Q4) A local race car driver who displays advertising on the car is involved in:
A) sponsorship marketing
B) event marketing
C) mobile marketing
D) cause-related marketing
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 14: Regulations and Ethical Concerns
Available Study Resources on Quizplus for this Chatper
200 Verified Questions
200 Flashcards
Source URL: https://quizplus.com/quiz/21444
Sample Questions
Q1) If a firm suggests or hints it is associated with a major sporting event, such as the Olympics, when it is not, it is:
A) stealth marketing
B) direct ambush marketing
C) incidental ambush marketing
D) indirect ambush marketing
Q2) The key difference, in terms of the Federal Trade Commission (FTC) and the courts, between puffery and a claim is that puffery is not considered to be a factual statement while a claim is considered to be a factual statement that can be proven true or false.
A)True
B)False
Q3) In terms of using cookies on computers to gather information, marketers must balance the need for information with the concern for costs and legal action.
A)True
B)False
Q4) Civil law is based on local customs, traditions, and precedents.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Evaluating an Integrated Marketing Program
Available Study Resources on Quizplus for this Chatper
154 Verified Questions
154 Flashcards
Source URL: https://quizplus.com/quiz/21445
Sample Questions
Q1) Scanner data makes it possible for results from a test market to become quickly available to managers.
A)True
B)False
Q2) Anheuser-Busch, Frito-Lay, Procter & Gamble, and Warner-Lambert joined together as initial sponsors of which program that tested the effectiveness of in-store point-of-purchase displays?
A) ROI
B) POPAI
C) purchase simulation tests
D) test markets
Q3) A purchase simulation test takes place in a:
A) mall
B) retail store
C) laboratory
D) theater
Q4) In evaluating online advertising, dwell time measures the amount of time an individual spends within a website.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 18