Advertising Management
Final Exam Questions
Course Introduction
Advertising Management explores the principles, strategies, and practices involved in planning, executing, and evaluating advertising campaigns. The course covers the roles of advertising in marketing communications, consumer behavior insights, media selection, creative message development, budgeting, and campaign analytics. Students gain practical skills by analyzing case studies and developing their own advertising plans, preparing them to effectively manage advertising projects in diverse industries and media environments.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 4th Edition by Kenneth E. Clow
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15 Chapters
3172 Verified Questions
3172 Flashcards
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2
Chapter 1: Integrated Marketing Communications
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138 Verified Questions
138 Flashcards
Source URL: https://quizplus.com/quiz/19509
Sample Questions
Q1) Promotions that help the manufacture push the product through the channel are:
A) consumer promotions
B) rebate programs
C) direct marketing programs
D) trade promotions
Answer: D
Q2) Ron Jon Surf Shop's sales increased when the company became involved in:
A) snow skiing
B) cooperative programs with other swimwear and beach sport companies
C) eliminating unprofitable locations
D) surf board manufacturing
Answer: B
Q3) Michael buys a CD player from the closest store because he doesn't think there is much of a difference between brands.This is an example of:
A) a poor quality IMC program
B) standardization
C) marketing integration
D) brand parity
Answer: D
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Page 3
Chapter 2: Corporate Image and Brand Management
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198 Verified Questions
198 Flashcards
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Sample Questions
Q1) Which approach is used by firms operating in high-end markets in order to avoid damaging the high-end brand's reputation?
A) brand extension
B) private brand
C) flanker brand
D) complementary brand
Answer: C
Q2) When Proctor & Gamble adds new laundry detergents to help dominate the market,it is an example of using flanker brands.
A)True
B)False
Answer: True
Q3) Identify the steps in building a high level of brand equity.
Answer: 1.Research and analyze what it would take to make the brand distinctive.
2.Engage in continuous innovation.
3.Move fast.
4.Integrate new and old media.
5.Focus on domination.
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Chapter 3: Buyer Behaviors
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243 Verified Questions
243 Flashcards
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Sample Questions
Q1) In the business-to-business buying process,the evaluation of vendors normally occurs at three levels.The first level is:
A) a vendor audit
B) an initial screening of proposals
C) a sharing of vendor audit information
D) vendor identification
Answer: B
Q2) The mental position a person takes about a topic,person,or event is called a(n):
A) value
B) attitude
C) level of involvement
D) cognition
Answer: B
Q3) The cognitive component of an attitude is the part most directly connected to taking action.
A)True
B)False
Answer: False
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Chapter 4: Promotions Opportunity Analysis
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228 Verified Questions
228 Flashcards
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Sample Questions
Q1) The following are examples of typical marketing communications objectives,except:
A) increase market share
B) increase the number of products offered
C) increase profits
D) increase return on investment
Q2) 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) Geodemographics can be used to segment business markets as well as consumer markets.
A)True
B)False
Q4) Ethnic consumers tend to be more brand loyal than their Caucasian counterparts.
A)True
B)False
Q5) What is an opportunity analysis? What are some typical questions that should be asked during an opportunity analysis?
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Chapter 5: Advertising Management
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220 Verified Questions
220 Flashcards
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Sample Questions
Q1) Questions that company leaders should ask about an ad agency's production capabilities and media purchasing capabilities include each of the following,except:
A) Does the agency buy efficiently?
B) Is the agency able to negotiate special rates and publication positions?
C) Does the agency routinely get "bumped" by higher-paying firms so ads do not run at highly desirable times?
D) Does the agency use a media service company to purchase television time?
Q2) In choosing an advertising agency,Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand.What do people in the advertising industry call this process?
A) unique selling proposition presentation
B) shootout
C) creative exposure
D) creative presentation
Q3) Advertisements designed to meet the goal of encouraging action are often used in the business-to-business sector.
A)True
B)False
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Chapter 6: Advertising Design-Theoretical Frameworks and Types of Appeals
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215 Verified Questions
215 Flashcards
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Sample Questions
Q1) In a means-ends chain,the message should be the means that leads the consumer to a desired end state.
A)True
B)False
Q2) In terms of a fear approach,one reason teenagers who smoke do not quit is because they are afraid they will lose their friends.The social aspect of their lives is more important than the health aspects.In their minds,losing their friends is which component of the behavioral response model?
A) intrinsic reward
B) severity
C) vulnerability
D) response cost
Q3) In a means-ends chain,end states include:
A) the components of attitude
B) personal values
C) the purchase of a product
D) either a change in beliefs or a change in attitude
Q4) Creatives spend considerable time designing ads with powerful leverage points.
A)True
B)False
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Chapter 7: Advertising Design-Message Strategies and
Executional Frameworks
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252 Verified Questions
252 Flashcards
Source URL: https://quizplus.com/quiz/19515
Sample Questions
Q1) Authoritative ads either provide scientific evidence or use an authoritative voice to present the information.
A)True
B)False
Q2) A business-to-business ad featuring a routine business experience,a problem,an interaction,and then a company's product that provides a solution is which form of executional framework?
A) slice of life
B) dramatization
C) testimonial
D) expert authority
Q3) The Pillsbury Doughboy is a form of clay animation.
A)True
B)False
Q4) In terms of source characteristics,trustworthiness is the degree of confidence or the level of acceptance consumers place in a spokesperson's message.
A)True
B)False
Page 9
Q5) What are the principles of effective advertising?
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Chapter 8: Traditional Media Channels
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229 Verified Questions
229 Flashcards
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Sample Questions
Q1) The media multiplier effect means:
A) the combined impact of using two or more media is stronger than using either medium alone
B) the combined effect of television and magazines will increase recall by at least 25%
C) the use of both trade journals and consumer journals for business-to-business ads will have a greater impact than using either medium alone
D) that if three different media or used, the combined impact is greater than if only two different media are used
Q2) Identify the components of the media plan.
Q3) Many television shows average 12 minutes of commercials per half hour of programming.
A)True
B)False
Q4) Among the following ad campaigns,frequency would be highest for:
A) six 15-second television spots
B) one 45-second spot
C) five 30-second spot
D) four 15-second spots
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Chapter 9: E-active Marketing
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199 Verified Questions
199 Flashcards
Source URL: https://quizplus.com/quiz/19517
Sample Questions
Q1) In developing an e-mail marketing campaign,it is usually a good idea to use a micro-site URL rather than direct individuals to the company's main site and front page.
A)True
B)False
Q2) Software,Internet incompatibilities,and technical problems make international e-commerce more difficult.
A)True
B)False
Q3) To maintain it initial rapid growth and to build brand strength,Google began using print and radio advertising.
A)True
B)False
Q4) Interactive marketing emphasizes two primary activities.First,it allows marketers to target individuals with personalized messages.Second,it:
A) permits direct marketing that has been customized
B) allows a company to personalize its Web site
C) engages the consumer with the company and product in some way
D) allows for modifying the product to fit the needs of the consumer
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Chapter 10: Alternative Marketing
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187 Verified Questions
187 Flashcards
Source URL: https://quizplus.com/quiz/19518
Sample Questions
Q1) Product placements have been a part of motion pictures since:
A) the turn of the 21st century
B) about 1990
C) the rise of the popularity of television in the 1950s
D) the beginning of motion pictures in the 1890s
Q2) What is buzz marketing and how can it be generated?
Q3) The benefits to manufacturers for measuring the impact of POP displays with POS data obtained from retailers include all of the following,except:
A) helps manufacturers to know when to move or withdraw a POP display from a retail store
B) allows manufacturers to measure the sales impact of different POP displays
C) can be used to strengthen relationships with retailers
D) provides information so manufacturers can improve POP displays
Q4) Branded entertainment is the ultimate demonstration of brand loyalty and brand devotion.
A)True
B)False
Q5) What is lifestyle marketing?
Q6) Identify the four major forms of alternative marketing.
Page 12
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Chapter 11: Database and Direct Response Marketing
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195 Verified Questions
195 Flashcards
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Sample Questions
Q1) The basic idea behind customer relationship management (CRM)is that companies can use databases to customize products and communications to customers that would result in higher sales and profits.
A)True
B)False
Q2) Database marketing involves collecting customer data for the purpose of developing direct marketing programs.
A)True
B)False
Q3) In calculating the lifetime value,the cost of acquiring a customer is determined by dividing the total marketing and advertising costs by the firm's total number of customers.
A)True
B)False
Q4) Data mining normally involves building profiles of consumer groups and preparing models that predict future purchase behaviors.
A)True
B)False
Q5) Discuss the concept of data-driven communication
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Chapter 12: Sales Promotions
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286 Verified Questions
286 Flashcards
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Sample Questions
Q1) The best type of coupon to encourage brand switching is a(n):
A) cross-ruff
B) bounce-back
C) scanner-delivered
D) free standing insert (FSI)
Q2) An instant redemption coupon may lead to a trial purchase because the customer has immediate access to the discount.
A)True
B)False
Q3) The most controversial form of trade allowance is a drop-ship allowance.
A)True
B)False
Q4) A $1.00 coupon is placed inside a box of Quaker Oats.This is an example of a(n):
A) instant-redemption coupon
B) bounce-back coupon
C) cross-ruffing coupon
D) response offer coupon
Q5) Slotting fees are funds charged by retailers to stock new products.
A)True
B)False
Page 14
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Chapter 13: Public Relations and Sponsorship Programs
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178 Verified Questions
178 Flashcards
Source URL: https://quizplus.com/quiz/19521
Sample Questions
Q1) Showing a sports star from a team that just won a championship on the cover of a box of Wheaties is an example of using the proactive prevention strategy of enhancements.
A)True
B)False
Q2) Believing that Wheaties may help make you a champion,since so many successful athletes have endorsed the cereal,is the result of using which proactive prevention strategy for damage control?
A) impression management
B) acclimation
C) entitlings
D) reinforcement
Q3) Impression management is the process of making an apology for a mistake.
A)True
B)False
Q4) Describe sponsorship marketing.
Q5) Practically every company actively promotes its environmentally safe products.
A)True
B)False
Q6) What are the two forms of preventive damage control measures?
Page 15
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Chapter 14: Regulations and Ethical Concerns
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194 Verified Questions
194 Flashcards
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Sample Questions
Q1) In terms of a foundation and framework for ethical guidelines,homeostasis:
A) involves maximizing pleasure and minimizing pain
B) offers a version of philosophy based on the Golden Rule, which means do unto others what you would have them do unto you
C) involves balancing a variety of urges throughout a person's life
D) offers guidelines regarding right and wrong as well as what is acceptable and what is not acceptable, within a geographic area
Q2) Under FCC rules,television stations are limited to 12 minutes per hour of children's advertising during weekdays and 10 minutes per hour during weekends.
A)True
B)False
Q3) The Federal Trade Commission (FTC)can use the court system to stop unfair and deceptive advertising and communication practices without going through the normal steps of starting with a consent agreement.
A)True
B)False
Q4) Identify and describe the three classic models of social responsibility.
Q5) Identify the primary concerns and criticisms of advertising.
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Chapter 15: Evaluating an Integrated Marketing Program
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210 Verified Questions
210 Flashcards
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Sample Questions
Q1) In copytesting,researchers will sometimes stop people as they are shopping to solicit their opinion about ads.This approach is called:
A) a portfolio test
B) a theater test
C) a reaction test
D) the mall intercept technique
Q2) Focus groups are so reliable that it ordinarily only takes one good session to gain a solid understanding of how a communication will be viewed.
A)True
B)False
Q3) A storyboard is used to outline the structure of:
A) a radio ad
B) a television ad
C) an Internet ad
D) print ads
Q4) A warmth monitor is an alternative method of measuring emotions that does not involve a questionnaire-type of test.
A)True
B)False
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