Advertising Campaigns
Mock Exam
Course Introduction
Advertising Campaigns explores the strategic planning, creative development, and execution of comprehensive advertising campaigns across various media platforms. Students will learn to conduct client research, identify target audiences, craft persuasive messages, and integrate digital, print, broadcast, and social media channels to achieve marketing objectives. Through collaborative projects and case studies, the course emphasizes teamwork, critical thinking, budgeting, presentation skills, and real-world problem-solving, preparing students to design and implement effective campaigns in a dynamic advertising environment.
Recommended Textbook
Advertising and Integrated Brand Promotion 8th Edition by Thomas OGuinn
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18 Chapters
1898 Verified Questions
1898 Flashcards
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Page 2
Chapter 1: The World of Advertising and IBP
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) eBUYERS,an online broker,pays for a 30-second television commercial to be telecast during the Football World Cup.The commercial promotes the reliability of eBUYERS advice,expertise,and personal attention in assisting online customers with stock portfolio creation and management.The spot created by eBUYERs is:
A) a public service announcement.
B) a point-of-purchase advertisement.
C) representative of personal selling.
D) an advertisement promoting a service.
Answer: D
Q2) Advertising is a business,an art form,an institution,and a cultural phenomenon.
A)True
B)False
Answer: True
Q3) An advertisement refers to a series of coordinated messages that communicates a reasonably cohesive and integrated theme about a brand.
A)True
B)False
Answer: False
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3
Chapter 2: The Structure of the Advertising Industry:
Advertisers, advertising Agencies, and Support
Organizations
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Sample Questions
Q1) (Scenario 2-2)The owners of Brush Strokes are concerned that their agency may be recommending television advertising because it would be profitable for the agency.Brush Strokes can avoid paying for ineffective advertising campaigns by changing to a _________ system of compensation.
A) commission
B) fee
C) pay-for-results
D) markup charge
Answer: C
Q2) With media clutter and fragmentation:
A) integrated brand is all the more important.
B) the probability of any one advertisement making a real difference has increased manifold.
C) there are very few media choices available to advertisers.
D) promotion options are no longer attractive to advertisers.
Answer: A
Q3) Radio and satellite are examples of broadcast media.
A)True
B)False
Answer: True Page 4
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Page 5
Chapter 3: The History of Advertising and Brand Promotion
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Sample Questions
Q1) (Scenario 3-3)With reference to the era in which Zooppa was formed,Zooppa's advertisements would most likely be:
A) deceiving and filled with false facts.
B) patriotic and centered on consumption.
C) bold and carnival-esque.
D) creative and revolutionary.
Answer: A
Q2) During the 1840s,the _______ emerged as a way for individuals to reduce the risk of the loss of personal wealth when investing in business ventures
A) creation of business insurance
B) principle of limited liability
C) concept of dividend distribution
D) process of double taxation
Answer: B
Q3) In the 1970s,there was a growing concern over what effect $200 million a year in advertising had on children.
A)True
B)False
Answer: True
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Chapter 4: Social, ethical, and Regulatory Aspects of
Advertising and Promotion
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Advertisers of "controversial products" attempt to show social responsibility in advertising,such as beer companies spending millions a year addressing responsible drinking.
A)True
B)False
Q2) The calls for restrictions on advertising to children over the years have been based on very few concerns.
A)True
B)False
Q3) The ____________ is dedicated to one dedicated idea-"unleashing the world-changing power of consumers."
A) Consumer Finance Protection Agency
B) Consumer Federation of America
C) Consumers Union
D) Consumer Review Unit
Q4) Which of the following claims demonstrates puffery in advertising?
A) "Only Crest Earns the Dental Seal of Approval Among All Major Brands!"
B) "Ford Trucks Have Lower MPG than Chevy Trucks!"
C) "Tide Beats Cheer in Sales 8th Year in a Row!"
D) "World's Best Cup of Coffee Served with a Smile Here!"
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Chapter 5: Advertising, integrated Brand Promotion, and Consumer Behavior
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) One perspective of consumer behavior is that the consumer is a decision maker.
A)True
B)False
Q2) Ads become part of our everyday landscape,language,and reality as a result of many people:
A) being subjected to taste.
B) being somewhat involved in purchasing decisions.
C) picking up and adopting their phrases, ideas, slogans, and agendas.
D) buying certain, selective products based on chance.
Q3) _____ memory is the kind of memory through which names,words,and concepts are retrieved from people's minds.
A) Iconic
B) Episodic
C) Emotional
D) Semantic
Q4) Without customer attention,there is a very strong chance that an advertiser's message will have its desired impact.
A)True
B)False
Page 8
Q5) Discuss the need recognition state of the consumer decision-making process.
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Chapter 6: Market Segmentation, positioning, and the Value Proposition
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Sample Questions
Q1) (Scenario 6-3)Which of these segmentation techniques would provide the most insight for Keds' advertising agency in the creation of its advertisements?
A) Emergent
B) Lifestyle
C) Geographic
D) Usage pattern
Q2) Location is most related to segmentation.
A) geographic
B) psychographic
C) competitive
D) demographic
Q3) Psychographic segmentation is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the understanding of consumers' activities,interests,and opinions.
A)True
B)False
Q4) Describe the concept known as niche marketing.What are the competitive advantages of marketing to a niche?
Q5) What is a positioning strategy?
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Chapter 7: Advertising Research
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Sample Questions
Q1) In-depth interviews with consumers can be used to supplement the findings from AIO research and vice versa.
A)True
B)False
Q2) Recognition tests are the same as recall tests.
A)True
B)False
Q3) Developmental research looks at consumers' identities,perceptions,wants,and habits early in the production process so these elements can influence the final ad before a lot of money is spent.This type of ad research is also called:
A) account planning.
B) design thinking.
C) consumer insight.
D) scientific advertising.
Q4) Consumer insights are pieces of critical information provided by developmental research.
A)True
B)False
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Page 10
Chapter 8: Planning Advertising and Integrated Brand Promotion
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) Top-of-mind awareness means that when he says safety,she thinks of Volvo:
A) first.
B) rarely.
C) somewhere on her list of brands.
D) some later day when a friend buys one.
Q2) A historical background is a key element in an advertising plan,one that should include the history of all main players,the industry,the brand,and the corporate culture.
A)True
B)False
Q3) An important section in an advertising plan is a budgeting or information section,which states the cost of implementing this plan.
A)True
B)False
Q4) An advertising plan is important.
A)True
B)False
Q5) Evaluation is a crucial component in an ad plan.
A)True
B)False
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Chapter 9: Managing Creativity in Advertising and IBP
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Sample Questions
Q1) Google is known for using numerous creative adaptations of its logo.
A)True
B)False
Q2) Members of all the following teams are part of the IBP account team,EXCEPT:
A) accounting.
B) public relations.
C) direct marketing.
D) the client.
Q3) Executing an IBP campaign is like performing as a symphony orchestra-many individuals are simultaneously making unique contributions to create a final piece.
A)True
B)False
Q4) (Scenario 9-2)Optima chooses the Beta Agency to create its campaign.What is likely the primary reason for this choice?
A) Alpha Agency focused more on men than on women.
B) Alpha Agency was in Florida, which covers a smaller region than California.
C) Beta Agency focused on making a brand connection to the consumer.
D) Beta Agency was in Los Angeles, which is a more up-and-coming area regarding senior marketing trends.
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Chapter 10: Creative Message Strategy
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Sample Questions
Q1) (Scenario 10-4)In ad #3,marketers list a number of product benefits intended to persuade consumers to buy Adidas products.This is an example of:
A) reason-why advertising.
B) social anxiety advertising.
C) transformational advertising.
D) top-of-mind advertising.
Q2) For humor ads to be successful,the humor can't replace brand connection.
A)True
B)False
Q3) One drawback of reason-why ads is that they have a potential for counterarguments,which may ultimately convince the customer why not to buy the advertised brand.
A)True
B)False
Q4) A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand.
A)True
B)False
Q5) What is message strategy? How is it used in advertising and promotion?
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Chapter 11: Executing the Creative
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Sample Questions
Q1) Which of the following are the five techniques used in preparing body copy?
A) Celebrity, narrative, slogan, straight-line, and teaser
B) Social, multicultural, response, evaluative, and dialogue
C) Straight-line, dialogue, testimonial, narrative, and direct response
D) Testimonial, narrative, evaluative, developmental, and thumbnail
Q2) Which of the following refers to the term audio wallpaper?
A) The incorrect choice of broadcast media for the message to be delivered
B) The spoken or musical formats commonly used in broadcast ads
C) The use of radio or a podcast as unobtrusive background or filler
D) The creative plan for TV or radio that lacks any real creative thought
Q3) One reason why television is such an effective medium for ads is its relatively broad exposure.
A)True
B)False
Q4) A headline is effective if it:
A) makes a strong emotional appeal.
B) conveys information not included in the body copy.
C) restates the ideas found in the visuals.
D) motivates readers to move on to the rest of the ad.
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Chapter 12: Media Planning Essentials
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Sample Questions
Q1) Share of voice is a calculation of any one advertiser's brand expenditures relative to the:
A) overall spending in a category.
B) total revenue generated by competitors.
C) reach of several media vehicles.
D) frequency of its ads.
Q2) (Scenario 12-3)Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays.Thus,its advertising schedule is reflective of a _________ strategy.
A) net promoting
B) continuity
C) pulsing
D) flighting
Q3) In a real world scenario,the overall development of the advertising plan takes place before the media planning process.
A)True
B)False
Q4) Explain how the World Wide Web has changed the traditional brand-consumer relationship.
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Chapter 13: Media Planning: Newspapers, magazines, television,
and Radio
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Sample Questions
Q1) (Scenario 13-3)You recommend that the manufacturer of ski equipment place ads in several magazines devoted entirely to skiing.Your main reason for this is because magazines have the advantage of:
A) targeting highly selective audiences.
B) having more reach than any other media class.
C) higher frequency.
D) short lead times.
Q2) What are three broad categories of newspaper advertising?
A) Display advertising, inserts, and classified advertising
B) Co-op, classified, and controlled
C) Page, column, and insert
D) Preprinted insert, free-standing, and special-interest
Q3) Advertisers are exploring other ways to take advantage of the interactive digital environment beyond digital versions of magazine publications.
A)True
B)False
Q4) Like newspapers,magazines have been struggling in a changing media world.
A)True
B)False
Page 16
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Chapter 14: Media Planning: Advertising and IBP in Digital, social, Mobile Media
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137 Verified Questions
137 Flashcards
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Sample Questions
Q1) Digital marketers can create events with sponsors to help instill brand loyalty with offline,experiential marketing.
A)True
B)False
Q2) One advantage for advertisers using digital media is that:
A) it is much more secure than traditional forms of media.
B) consumers consider commercial messages via Internet to be more reliable.
C) the format is unique and uncluttered because few commercial organizations use it.
D) it is a precise way to target consumers, particular markets and narrow segments.
Q3) A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page.Its agency places these ads on websites related to teen magazines,action gaming,and extreme sports to:
A) link the banner with the home page.
B) target specific market niches.
C) offer high-volume traffic rather than low-volume traffic for the same price.
D) boost web visits and gain more likes.
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Page 17
Chapter 15: Sales Promotion, point-Of-Purchase
Advertising, and Support Media
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117 Verified Questions
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Sample Questions
Q1) A coupon entitles a buyer to a designated reduction in price for a product or service,and is the oldest and most widely used form of sales promotion.
A)True
B)False
Q2) Of all types of support media,directory advertising offers a unique advantage by:
A) offering technologically advanced and innovative options.
B) enhancing brand awareness and recall.
C) stressing the brand name and keeping the message within six words.
D) helping consumers follow through on purchases.
Q3) P-O-P promotion can aid manufacturers by attracting consumers,but not by securing relationships within trade and business markets.
A)True
B)False
Q4) Sales promotion can attract attention and motivate trial purchase,but is not allowed for introducing new brands to the public.
A)True
B)False
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Chapter 16: Event Sponsorship, product Placements, and
Branded Entertainment
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106 Verified Questions
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Sample Questions
Q1) Sponsor spillover is great for the previous sponsor and bad for the incoming sponsor. A)True
B)False
Q2) The success of any IBP campaign involves choosing the right set of options and coordinating the placement of messages.
A)True
B)False
Q3) (Scenario 16-3)MyMVPs arranges to sponsor a few 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.
Q4) Describe the Chaos Scenario.How does it relate to today's advertising efforts?
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Page 19
Chapter 17: Integrating Direct Marketing and Personal Selling
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Sample Questions
Q1) (Scenario 17-2)Which of the following is the most controversial of the various direct marketing methods?
A) Social media interaction
B) Direct mail
C) Bulk email
D) Repetitive telemarketing
Q2) (Scenario 17-2)Marketers consider _________ to be the most economical form of direct response advertising,but when unsolicited the response rate is less than one percent.
A) email
B) magazines
C) telemarketing
D) direct mail
Q3) Which of the following is true of building customer relationships through direct marketing?
A) Word-of-mouth advertising is the best way to build a marketing base.
B) Long-term customer relationships must be based on trust.
C) Transactions are more important than relationships in direct marketing.
D) Customers are willing to pay for catalogs if given the proper incentive.
Page 20
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Chapter 18: Public Relations, influencer Marketing, and Corporate Advertising
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Sample Questions
Q1) Which of the following is true of a proactive public relations strategy?
A) It focuses on problems to be solved.
B) It emphasizes the defensive measures a company must consider.
C) It focuses on identifying vulnerabilities.
D) It is guided by marketing objectives.
Q2) WOM can relate with a customer's intentions to buy the brand,especially if the information comes from someone with close social ties to that consumer.
A)True
B)False
Q3) Electronic word of mouth marketing is very useful for attracting attention and ___________,especially on social media.
A) identifying vulnerabilities in a public relations audit
B) buzz building
C) greenwashing
D) competitor insights
Q4) There are six main objectives of public relations efforts.List any three and give an example by identifying a company that sells a product or service that you purchase.
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