Advertising Campaigns Practice
Questions
Course Introduction
Advertising Campaigns is an in-depth course that explores the strategic planning, creative development, and execution of integrated advertising campaigns across multiple media platforms. Students learn how to conduct market research, identify target audiences, develop compelling messages, and select appropriate media channels to achieve specific marketing objectives. The course emphasizes teamwork, client management, budgeting, and the evaluation of campaign effectiveness, providing hands-on experience through the creation and presentation of comprehensive campaign proposals. By the end of the course, students are equipped with the skills to design, implement, and assess impactful advertising campaigns that meet real-world business goals.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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Q1) Business-to-business companies are more likely than business-to-consumer companies to practice integrated marketing communications.
A)True
B)False
Answer: False
Q2) Which of the following refers to the collection of all elements in an organization's marketing mix that facilitate exchange by establishing shared meaning with its customers?
A) marketing promotion
B) promotion
C) sales promotion
D) marketing communications
E) integrated marketing communications
Answer: D
Q3) Unlike advertising,publicity is not paid for by the company.
A)True
B)False
Answer: True
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Chapter 2: Enhancing Brand Equity and Accountability
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Q1) Charles wants to learn how good (or bad) new brands are and what benefits they are (in)capable of delivering by trying and using them.Which approach to enhancing brand equity is this known as?
A) message-driven approach
B) leveraging approach
C) trial-and-error approach
D) speak-for-itself approach
E) initial approach
Answer: D
Q2) Creating and increasing brand loyalty results in a corresponding increase in the value of the _____.
A) firm
B) target market
C) product position
D) market share
E) brand equity
Answer: E
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Chapter 3: Brand Adoption, Brand Naming and Intellectual
Property Issues
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Sample Questions
Q1) A _____ permits an author or a firm to secure a monopoly or exclusive rights to use an invention for a period of 20 years.
A) copyright
B) playbill
C) patent
D) agreement
E) trademark
Answer: C
Q2) _____ patents offer protection for discovery of certain naturally occurring and previously uncultivated plants or for the breeding of novel plants.
A) Utility
B) Design
C) Plant
D) Copyright
E) Trademark
Answer: C
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Chapter 4: Environmental, Regulatory and Ethical Issues
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Sample Questions
Q1) The _____ is the U.S.government agency that has primary responsibility for regulating information on the packages of food and drug products.
A) NARB
B) NAD
C) FTC
D) FDA
E) BBB
Q2) Which of the following is a step in the advertising clearance process?
A) regulation by the FTC
B) regulation by state agencies
C) media approval
D) corrective advertising
E) legal appeals after the ad is found to be deceptive
Q3) The FDA regulates the brewing and liquor industries.
A)True
B)False
Q4) Discuss the three types of green advertising appeals and provide an example of each.
Q5) Name and describe three tests marcom professionals can apply to deal with ethical dilemmas.
6
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) U.S.citizens aged 55 or older represent 40 percent of the total U.S.population.
A)True
B)False
Q2) Which of the following is NOT a major demographic aspect that has considerable relevance for marcom practitioners?
A) geographic distribution of consumers
B) age structure of the population
C) changing household composition
D) ethnic population developments
E) All of these are major demographic aspects.
Q3) Marian is uneducated,frustrated with her life,and seeks security and status.Marian would fit into the Generation X category known as _____.
A) Showers
B) Bystanders
C) Yup & Comers
D) Playboys
E) Drifters
Q4) Explain the concept of geodemographic targeting and how it is being used in today's marketplace.
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Chapter 6: The Communications Process and Consumer Behavior
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Q1) Noise is the stimuli that interfere with,or interrupt the reception of,the message in its pure and original form.
A)True
B)False
Q2) Interference and distortion in the communication process is called noise.
A)True
B)False
Q3) By definition,_____ simply means that consumers come in contact with the marketer's message.
A) perception
B) exposure
C) attention
D) comprehension
E) interpretation
Q4) Which of these is an example of a metaphor?
A) The snake strike was as fast as lightning.
B) Like a stalking cat, the dense fog crept into the valley.
C) The newborn was surrounded by a blanket of his family's love.
D) To her light-sensitive eyes, the torch broke the darkness like a sunrise.
E) He felt like a winner, even though he finished well behind the leaders.
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Chapter 7: The Role of Persuasion in IMC
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Q1) _____ attention requires very little effort on the part of the receiver.
A) Involuntary
B) Voluntary
C) Selective
D) All of these are correct.
E) None of these are correct.
Q2) Beliefs involve those aspects of product ownership that the consumer either desires to obtain or avoid.
A)True
B)False
Q3) The theory of reasoned action proposes that all forms of planned and reasoned behavior have two primary determinants: _____ and _____.
A) motivation; normative influences
B) attitudes; normative influences
C) attitudes; value-expressive influences
D) attitudes; informational influences
E) motivation; informational influences
Q4) A television commercial's peripheral cues could be the background music.
A)True
B)False
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Chapter 8: Imc Objective Setting and Budgeting
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Sample Questions
Q1) The marcom tools most suitable for accomplishing the objective of informing the trade and consumers about brand improvements are _____.
A) advertising and packaging
B) p-o-p displays and brand naming
C) personal selling and trade-oriented advertising
D) word-of-mouth and event sponsorship
E) cause-oriented marketing and public relations
Q2) In terms of profitability,investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the increase in the _____.
A) production expense
B) operational expense
C) discretionary expense
D) advertising expense
E) committed expense
Q3) The encoding variability hypothesis states that people will be more likely to remember information that is relevant to their daily lives.
A)True
B)False
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Chapter 9: An Overview of Advertising Management
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Sample Questions
Q1) An advertisement that was designed to keep a company's brand fresh in the consumer's memory performs the advertising function of _____.
A) informing
B) persuading
C) adding value
D) reminding
E) assisting other company efforts
Q2) Advertising is costly and its effects are often _____.
A) certain
B) uncertain
C) predetermined
D) constant
E) detrimental
Q3) The primary complaint about the commission system from the ad agencies is that ______.
A) 15 percent compensation is too much
B) 15 percent compensation is too little
C) it is too difficult to track time
D) the hourly fee is too low
E) outcome is too subjective to measure
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Chapter 10: Effective and Creative Ad Messages
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Q1) Attributes are what consumers hope to receive or avoid when consuming products.
A)True
B)False
Q2) Effective advertising should promise more than it can deliver.
A)True
B)False
Q3) Which creative style does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagine experiences of the target audience,attempting to match "patterns" in an advertisement with the target audience's stored experiences?
A) unique selling proposition
B) resonance
C) generic
D) emotional
E) preemptive
Q4) The self-direction value includes concern for personal and family safety and even national security.
A)True
B)False
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Chapter 11: Endorsers and Message Appeals in Advertising
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Sample Questions
Q1) The three dimensions of the general concept of source attractiveness are _____.
A) intelligence, familiarity, and liking
B) physical attractiveness, familiarity, and intelligence
C) similarity, familiarity, and liking
D) physical attractiveness, respect, and similarity
E) sense of humor, similarity, and liking
Q2) Depending on the targeted audience,the effectiveness of a fear appeal is often related to its level of intensity.
A)True
B)False
Q3) _____ involves presenting people with single words or images at a speed that is below the conscious threshold.
A) Focused attention
B) Imagery
C) Peripheral cues
D) Subliminal priming
E) Novelty
Q4) Humor enhances liking of both the advertisement and the advertised brand.
A)True
B)False
13
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Chapter 12: Traditional Ad Media
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Sample Questions
Q1) Which of the following is a strength of magazine advertising?
A) some magazines reach very large audiences
B) ability to pinpoint specific audiences
C) long life
D) high level of reproduction quality
E) All of these are correct.
Q2) In the advertising industry,magazines are referred to as _____.
A) brochures
B) books
C) newsletters
D) read-throughs
E) browsers
Q3) A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands,issues related to their brands,and the interests of brand purchasers.These are called _____.
A) e-magazines
B) product publications
C) customized magazines
D) in-house news sources
E) blogs
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Chapter 13: Digital Media: Online, Mobile and App Advertising
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Q1) Integration and interactivity are key features of online advertising.
A)True
B)False
Q2) The problem with keyword-matching advertising is that advertisers cannot specify the country where ads are to be sponsored and particular local areas to where ads are to be targeted.
A)True
B)False
Q3) Google's AdSense program enables advertisers to run ads on other websites.
A)True
B)False
Q4) Carla was on a web site to see what the weather was going to be during her vacation to Orlando.She noticed there were small,static ads placed for hotels,restaurants,and rental cars in the weather site she was consulting.Which type of ads are these?
A) pop-ups
B) banner ads
C) interstitial ads
D) superstitial ads
E) blogs
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Chapter 14: Social Media
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Q1) Which of the following is a common objective or theme for successful social media themes?
A) stories about competitors
B) fun with interactive games
C) technical specifications
D) complaints from consumers
E) friendly rivalry between companies
Q2) Which of the following is the most successful,organic social media campaign in history?
A) Pepsi's "Refresh"
B) Blendtec's "Will It Blend?"
C) National Geographic's "Remembering 9/11"
D) ALS "Ice Bucket Challenge"
E) UPS "Your Wishes Delivered: Driver for a Day"
Q3) Which type of ad has been created recently to increase revenue for Facebook?
A) lead generation
B) local awareness
C) mobile ad videos
D) event RSVPs
E) mid-roll video ads
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Chapter 15: Direct Marketing, CRM, and Other Media
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Q1) Which of the following is an advantage of brand placements in movies,TV programs,and elsewhere?
A) more intrusive than advertisements
B) less likely to be summarily rejected as just another persuasive attempt
C) lack of clutter
D) complete control over placements
E) measurability
Q2) Companies' databases of customers often contain R-F-M data.The M stands for _____.
A) motivation
B) monetary value
C) markdown
D) media
E) message
Q3) If a marketer focuses on customer retention rather than just customer acquisition,customer lifetime value can be increased.
A)True
B)False
Q4) Define the concept of customer lifetime value,and describe five ways to enhance lifetime value.
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Chapter 16: Media Planning and Analysis
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Q1) What is the frequency of a media schedule in which 20 percent are reached one time,40 percent are reached two times,20 percent are reached three times,and 10 percent four times?
A) 1
B) 2
C) 2.2
D) 3
E) 3.3
Q2) Assume that Mia's Foods spent $200,000 for one television commercial.15,000,000 people saw the commercial.10,000,000 were part of their target audience.The CPM-TM is _____.
A) $13.33
B) $20.00
C) $133.33
D) $200.00
E) $2,000.00
Q3) Many media planners prefer to use rules of thumb because there is no easy way to estimate exposure utilities.
A)True
B)False
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Chapter 17: Measuring Ad Message Effectiveness
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Q1) Which of the following is a key mechanism for tapping into people's thoughts and feelings and is based on the idea that people understand and experience things in terms of other things?
A) metaphor
B) hypnosis
C) means-end chain
D) laddering
E) analogy
Q2) There is evidence to indicate that galvanic skin response is a valid indicator of the amount of warmth generated by an advertisement.
A)True
B)False
Q3) A weight test means that an identical commercial is transmitted to two groups of households,but the number of times the commercial is aired is varied between the groups during the course of the test period.
A)True
B)False
Q4) Compare and contrast qualitative and quantitative message research.
Q5) List the nine PACT principles.
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Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Q1) Most manufacturers believe that they receive good value from their trade promotion spending.
A)True
B)False
Q2) The first stage of category management is targeting consumers.
A)True
B)False
Q3) Advertising expenditures as a percentage of total marketing communications expenditures are approximately _____ percent.
A) less than 25
B) 25
C) 35
D) 45
E) 55
Q4) Explain how everyday low pricing (M)reduces the usage of diverting and forward buying.
Q5) American marketing has experienced a shift from less push marketing to more pull marketing.
A)True
B)False
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Q1) A promotional device that rewards consumers for purchasing the brand by providing either cents-off or dollars-off savings is known as a _____.
A) sample
B) coupon
C) voucher
D) slip
E) redeemer
Q2) Critics of couponing claim that coupons are wasteful and may actually increase prices of consumer goods.
A)True
B)False
Q3) Which of the following is NOT a general category of objectives for using promotions?
A) generating trial
B) encouraging repeat purchasing
C) reinforcing brand image
D) encouraging utilitarian attitudes
E) All of these are correct.
Q4) Explain the circumstances when sampling is appropriate.
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Q1) Contests generate greater response than sweepstakes.
A)True
B)False
Q2) Continuity programs are also referred to as _____ programs.
A) spiff
B) point
C) reward
D) planned
E) treated
Q3) Which type of premiums require the consumer to mail in a stipulated number of proofs of purchase along with sufficient money to cover the manufacturer's purchasing,handling,and mailing costs of the premium item?
A) free-with-purchase premium
B) mail-in offer
C) self-liquidating offer
D) add-on premium
E) contingency premium
Q4) Continuity promotions are referred to as loyalty programs.
A)True
B)False
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Chapter 21: Public Relations, Content Marketing, Viral
Marketing, and Sponsorships
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Q1) Marketing public relations messages should come across as _____.
A) advertisements
B) unbiased reports from journalists
C) special promotions
D) behavior-influencing advertisements
E) journalistic investigations
Q2) To help understand the concept of buzz creation,each person within his or her own social system can be considered a _____.
A) network
B) link
C) node
D) hub
E) site
Q3) Almost 75 percent of expenditures spent on event sponsorship goes toward sponsoring _____.
A) sporting events
B) cultural events
C) social events
D) non-profit organizations
E) children's activities
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Chapter 22: Packaging, Pop Communications, and Signage
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Q1) A color that is often associated with food is _____.
A) green
B) red
C) white
D) orange
E) yellow
Q2) A brand lift index of 48 percent for a specific product category means that sales of that product category are 48 percent greater when a display is used.
A)True
B)False
Q3) Slogans on packages are best used when _____.
A) the other primary marcom tool that is being used is personal selling
B) trial purchase has already been generated through sales promotion
C) the manufacturer is using a push strategy
D) the brand is in the introductory stage of the product life cycle
E) a strong association has been built between the brand and the slogan through the use of advertising
Q4) Name and describe the VIEW model for evaluating a package and apply it to a real world package that you think could be improved.
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Chapter 23: Personal Selling
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Q1) High-performing salespeople exhibit sensitivity,also known as _____,through which they are able to place themselves in the client's position.
A) adaptability
B) knowledge depth
C) empathy
D) objectivism
E) optimism
Q2) Explain the contingency model for measuring salesperson performance and effectiveness.
Q3) Technical salespeople are sometimes called "sales engineers."
A)True
B)False
Q4) No single factor is able to adequately explain salesperson performance.
A)True
B)False
Q5) List and briefly describe each step or phase in personal selling.
Q6) Discuss the advantages of pursuing a career in personal selling.
Q7) New-business salespeople must call on new accounts continuously.
A)True
B)False
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