Advertising Management
Final Test Solutions
Course Introduction
Advertising Management explores the principles, strategies, and practices involved in the effective planning, execution, and evaluation of advertising campaigns across diverse media platforms. The course covers topics such as consumer behavior, market segmentation, message development, creative strategy, media selection, budgeting, performance measurement, and the ethical and legal aspects of advertising. Emphasis is placed on integrating theory with real-world case studies and projects to equip students with the skills necessary to manage advertising initiatives within local and global markets.
Recommended Textbook
PROMO2 2nd Edition by Thomas O'Guinn
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15 Chapters
984 Verified Questions
984 Flashcards
Source URL: https://quizplus.com/study-set/1124
Page 2
Chapter 1: The World of Integrated Marketing Communication
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69 Verified Questions
69 Flashcards
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Sample Questions
Q1) (Scenario 1-6) Gillette's direct mail advertising campaign is best considered ____ promotion.
A) global
B) national
C) international
D) regional Answer: B
Q2) A public service announcement (PSA) for the Partnership for a Drug Free America is aired on three major television networks for free. This is an example of a public information message, not advertising.
A)True
B)False
Answer: True
Q3) To be effective, brand differentiation must be based on tangible as well as intangible differences between brands.
A)True
B)False Answer: True
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Chapter 2: The Promotion Industry
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) (Scenario 2-3) The pageant's board of directors has come to the realization that the one night event is the only aspect that the general public equates to the Miss America contest. In reality, the event lasts year round with pageants in all fifty states during the year leading up to the nationally televised event. The board has selected a new full-service agency to tie all the events together in a cohesive marketing program including an interactive component. To do this, the agency will focus on:
A) IMC using the full spectrum of promotional tools
B) development of a new brand logo
C) creating a compelling new ad campaign
D) a website directed to a new younger audience
Answer: A
Q2) Which one of the following is not a trend affecting the advertising industry?
A) Media proliferation and consolidation.
B) A return to strict 25% commission compensation for advertising agencies.
C) The undoing of Agency Consolidation and Globalization.
D) Media evolution and clutter.
Answer: B
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Page 4
Chapter 3: The Evolution of Promoting Brands
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65 Verified Questions
65 Flashcards
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Sample Questions
Q1) Which of the following is not supported by advertising?
A) Television networks.
B) Urbanization.
C) Radio stations.
D) Newspapers.
Answer: B
Q2) When the Campbell Soup Company introduced its line of low-fat soups with a national advertising campaign, it was an attempt to gain power in the distribution channel. Which one of the following was Campbell's not trying to accomplish with this effort?
A) Increasing distribution at the wholesale level
B) Forcing retailers into stocking the brand
C) Reducing demand for other more traditional Campbell's brands, like the Red & White label
D) Encouraging consumers to prefer the brand when shopping
Answer: C
Q3) The Industrial Revolution led to mass production of advertising materials.
A)True
B)False
Answer: False
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Chapter 4: Understanding the Marketing Environment:
Segmentation, Targeting, and Positioning
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) In an ad for Xootr adult motorized scooter the picture compares it to a child's scooter and the tagline is "Joy for toy." This is an example of emotional, not functional benefit positioning.
A)True
B)False
Q2) (Scenario 4-3) Which of these brands of sunglasses has a target audience selected on the basis of usage patterns and commitment levels?
A) El Sol
B) Eyewake
C) Kushyspecs
D) None of the brands
Q3) The STP approach is strongly recommended when markets are:
A) homogenous with respect to consumer characteristics
B) homogenous with respect to consumer needs
C) diverse with respect to consumer needs
D) not well understood by marketers
Q4) Define and explain the importance of the value proposition in brand promotion.
Q5) Describe the principle known as niche marketing. What are the competitive advantages of marketing to a niche?
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Chapter 5: Understanding Buyer Behavior and the Communication Process
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68 Verified Questions
68 Flashcards
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Sample Questions
Q1) (Scenario 5-1) Snapple may have an opportunity to increase sales by encouraging variety seeking. Which one of the following characteristics of the Snapple brand situation suggests that this tactic might not be successful?
A) Bottled iced tea is a product category of brands that consumers find involving.
B) Brand selection in this category is commonly habitual.
C) Iced tea is a product for which sensory experience is unimportant.
D) There is little perceived difference between brands.
Q2) Emotional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions.
A)True
B)False
Q3) (Scenario 5-5) The decision-making process for the blender began when Phil:
A) realized he did not have a blender that he needed.
B) brought home a blender from the store.
C) determined what his brand options were.
D) identified the criteria he would use to make the purchase decision.
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Chapter 6: The Regulatory and Ethical Environment of Promotions
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70 Flashcards
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Sample Questions
Q1) (Scenario 6-4) To meet FTC standards for the use of a celebrity endorser,
A) the celebrity must be considered an expert in the field.
B) the celebrity must actually use the product.
C) the FTC must approve the spots before they are run.
D) the celebrity must actually write the statements he or she makes within the advertisement.
Q2) (Scenario 6-5) Joe Rowan was frustrated to learn that such a large percentage of the price of a car came from advertising expenses. He said to the dealer spokesperson, "If you would stop advertising so much, I could save money on this car. Heck, I would be willing to spend hundreds of my own money to do a complete search on the Internet and other literature to find the best car for me. I don't need you guys to do that for me with all your advertising!" Which criticism of advertising is most disconcerting to Joe at this moment?
A) advertising is superficial and silly
B) advertising is a poor method to inform consumers
C) advertising wastes resources and money
D) advertising is often offensive
Q3) Give two reasons why it is in the best interests of advertising agencies and the advertising industry to engage in self-regulation.
Page 8
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Chapter 7: The International Market Environment for Brand Promotion
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) (Scenario 7-2) Which of the following is not an argument for the localization of marketing efforts?
A) Different product attributes have different importance levels in different markets.
B) An effort cannot be successful if it ignores local customs and values.
C) Having to create individualized campaigns for local markets creates a powerful economy of scale.
D) A campaign is likely to fail if it does not fully assess and understand local competitive efforts.
Q2) American consumption values are being adopted by many countries around the world.
A)True
B)False
Q3) Describe the various pressures that drive the costs of a global marketing effort upward when one is faced with buying media.
Q4) Advertisers must structure their advertising to accommodate the wide variety of international regulations.
A)True
B)False
Page 9
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Chapter 8: Messaging and Media Strategies
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47 Verified Questions
47 Flashcards
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Sample Questions
Q1) Poor creative executions are more a matter of structure than talent according to John Sweeney, a former creative director. He offered all of the following pieces of advice as strategies to ensure good creative work EXCEPT:
A) insist promotional messages are varied
B) expect creative staff to try new ideas
C) reward ideas consistent with the advertising vision
D) allow flexibility for creative ideas to unfold
Q2) Howard Gardner's selection of seven of the greatest creative minds of the twentieth century, as discussed in the textbook, included individuals from a variety of fields, including science and art.
A)True
B)False
Q3) Which of the following is(are) true of teamwork?
A) Teams can't be teams without complete agreement on goals and ways to achieve them
B) Creative abrasion, the clash of ideas, is essential for teams to have breakthrough solutions
C) Interpersonal abrasion on teams is necessary for new ideas to emerge
D) Teamwork means suppressing disagreement for the good of the team objective
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Page 10
Chapter 9: The Internet
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74 Verified Questions
74 Flashcards
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Sample Questions
Q1) (Scenario 9-3) Once the advertiser's banner ad has successfully enticed a consumer to its homepage, what is the next task?
A) Sell them on the brand
B) Get their email addresses and as much other info as they will part with
C) Get them to stay on the page for awhile
D) Communicate the brand's cultural significance
Q2) Creating an e-community for a brand today makes use of which of the following characteristics of Internet commerce?
A) The fact that the Internet gives consumers a new and efficient way to communicate with each other.
B) Internet presence legitimized brands that claim to be technological.
C) The opportunities for enticing and informative creative techniques in message design allows it to be emotionally compelling like never before.
D) The fact that the Internet is always evolving, just as strong brands do when managed by smart marketers.
Q3) As an advertiser, what tools can you use to make your website as visited as possible?
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11
Chapter 10: Direct Marketing and Personal Selling
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65 Verified Questions
65 Flashcards
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Sample Questions
Q1) A good way to isolate a firm's best customers from a marketing database is with ____ analysis.
A) recency, frequency, and monetary (RFM)
B) cost per inquiry
C) cost per order
D) demographic, psychographic, and behavioral
Q2) A local Elks Club contacts each member that holds an Elks golf membership and inquires as to whether the member would also like to purchase an Elks pool membership for the family. This is known as using a marketing database for
A) cross-selling.
B) customer fragmentation.
C) market exploitation.
D) snowball sales.
Q3) There are three basic elements, each with a specific purpose, in frequency marketing programs. Which of the following is among them?
A) a database which is the collective memory for the program
B) a benefit package designed to attract and retain customers
C) a communication strategy which emphasizes regular customer dialogue
D) all of these together constitute the basic elements of frequency marketing
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Page 12
Chapter 11: Sales Promotion and Point of Purchase
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70 Flashcards
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Sample Questions
Q1) (Scenario 11-4) On the back of Wheaties boxes, General Mills has attached a coupon for a cookbook offer. The book, entitled "Cooking with Wheaties" is available to consumers for a nominal charge of $3.00 plus a $2.00 shipping and handling charge. This is an example of a ____.
A) free premium
B) sweepstakes
C) coupon
D) self-liquidating premium
Q2) (Scenario 11-3) Of the sales promotions you encountered in the store, which one was directed at the trade channel?
A) The coupon
B) The in-store sample
C) The display
D) The T-shirt
Q3) A display rack that stocks product is placed above the cash register. The cashier can reach the product for the consumer. The front of an overhead merchandiser usually carries signage. This is called a dump bin.
A)True
B)False
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Page 13
Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
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53 Verified Questions
53 Flashcards
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Sample Questions
Q1) Which of the following is the earliest of these examples of product placement in a movie?
A) Reese's pieces in E.T.
B) The Mini Cooper in the Italian Job
C) The BMW Z3 in Golden Eye
D) Wonder Bread in Talledega Nights
Q2) One major problem with event sponsorship is that people seldom actually purchase the products they see at sponsored events.
A)True
B)False
Q3) Many critics contend that event sponsorships, especially those of the sporting kind, can be
A) differentiated in their products ambience.
B) spread over a larger array of offerings.
C) too local.
D) ego-driven and thus a waste of money.
Q4) Describe what branded entertainment is, how it differs from brand/product placement, and what its future is as a branding tool.
Page 14
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Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
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71 Verified Questions
71 Flashcards
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Sample Questions
Q1) (Scenario 13-1) Miller has recently recruited two up and coming Southside Chicago groups who are trying to popularize what they call "Blues Rap" in the Wise Fools pub located in the heart of one of Chicago's young urban professional neighborhoods. These musicians are provided with coupons for free drinks of the new "Miller Lime" boutique beer and expected to talk about the "hipness" of lime beer and the Miller brand and hand the coupons out between sets. What is Miller doing?
A) sampling
B) influencer marketing
C) personal public relations
D) beer advocacy
Q2) (Scenario 13-4) Because some people in the community describe the firm as "vultures" that prey on the misfortunes of others, the primary objective of Munters' public relations efforts is likely to be:
A) promoting services
B) preparing internal communications
C) counteracting negative publicity
D) lobbying
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Page 15
Chapter 14: Personal Selling and Sales Management
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63 Verified Questions
63 Flashcards
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Sample Questions
Q1) If there are significant nonselling tasks in a sales job then the most appropriate compensation method is
A) salary.
B) commission.
C) a combination of salary and commission.
D) hourly.
Q2) Which of the following is not one of the decisions that must be made about training?
A) content of the program
B) duration of training
C) whether to train or churn (i.e., hire and fire)
D) location of training
Q3) Which of the following is NOT an objective of personal selling?
A) create a profitable differential competitive advantage
B) accord uniqueness to each potential buyer
C) manage a set of buying-selling relationship for mutual benefit
D) dominate the relationship
Q4) The final stage in the personal selling process is closing the sale.
A)True
B)False
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Chapter 15: Measuring the Effectiveness of Brand Promotions
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59 Verified Questions
59 Flashcards
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Sample Questions
Q1) ____________ is a more broad-based research approach that relies on data collection methods that are more qualitative than quantitative and include the use of videotape, audiotape, and photography in an effort to investigate an issue more holistically.
A) Account planning
B) Naturalistic inquiry
C) A theater test
D) Psychogalvanometer research
Q2) Big Burgers runs a promotional campaign stressing the large 1-lb.burgers and 2 quart drinks. The campaign is called MORE! The objective is to have everyone in the country saying MORE! A recall test reveals that indeed most consumers can remember the tag line MORE! The campaign has succeeded against the objective of
A) imparting knowledge.
B) shaping attitudes.
C) attaching feelings and emotions.
D) legitimizing the brand.
Q3) Personal selling is best evaluated using inquiry/direct response measurements.
A)True
B)False
17
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