Advertising Strategy Exam Review
Course Introduction
Advertising Strategy explores the fundamental principles and advanced techniques used to create effective advertising campaigns in today's dynamic media landscape. The course covers key concepts such as target audience analysis, brand positioning, message development, media selection, and evaluation of campaign effectiveness. Students will learn to integrate creativity with data-driven decision making, develop comprehensive advertising plans, and assess the impact of digital and traditional media platforms. Case studies and real-world examples will be used to illustrate successful strategies and foster critical thinking, preparing students to craft innovative approaches to advertising challenges faced by modern businesses.
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22 Chapters
2396 Verified Questions
2396 Flashcards
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) According to the text,why are marketers decreasing their usage of advertising in mass media to reach their target market and increasing their use of integrated marketing communications?
A)The number of new products being introduced annually is growing.
B)Advertising agencies find it easier to develop effective integrated marketing communications than to use mass media advertising.
C)The product life cycle is becoming shorter.
D)The use of the Internet and electronic commerce is growing.
E)All of the above explain the increasing reliance on integrated marketing communications.
Answer: D
Q2) The Internet is:
A)a promotional medium
B)a marketing communications tool
C)a medium that can be used to execute all the elements of the promotional mix
D)an interactive medium
E)accurately described by all of the above
Answer: E
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Chapter 2: The Role of Imc in the Marketing Process
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Sample Questions
Q1) _____ divides a market on the basis of lifestyles.
A)Leisure marketing
B)Psychographic segmentation
C)Benefit segmentation
D)Demographic segmentation
E)Behavioristic segmentation
Answer: B
Q2) Marketing _____ are the set of interdependent organizations involved in the process of making a product or service available for consumption.
A)channels
B)hierarchies
C)facilitators
D)consumers
E)programs
Answer: A
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Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) The term client,in the ad agency industry,refers to the:
A)advertiser or organization that has the product,service or cause that needs to be marketed
B)media
C)purchaser of the consumer product advertised
D)market for consumer products
E)advertising agency
Answer: A
Q2) Jackson & Morris is an advertising agency that handles each of its clients by assigning individuals from various departments to work together as a team on their accounts.The agency is using a _____ organizational system.
A)departmental system
B)group system
C)matrix system
D)boutique system
E)dedicated system
Answer: B
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Chapter 4: Perspectives on Consumer Behavior
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114 Flashcards
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Sample Questions
Q1) Which of the following is an example of a functional consequence?
A)the need to order champagne to celebrate a birthday
B)the desire to eat a pound of chocolate
C)the feeling of success that comes with the purchase of a Mercedes
D)the taste of buttered popcorn in a movie theater
E)the joy of finding the perfect gift for a friend
Q2) Business-to-business advertisers often assume their ads must contain a lot of information so potential customers can use this information to solve their problems.The basis for this type of advertising would be:
A)cognitive learning theory
B)psychoanalytic theory
C)behavioral learning theory
D)affective modeling
E)shaping
Q3) Reference groups to which one would like to belong are called _____ groups.
A)aspirational
B)disassociative
C)evoked
D)acquisitive
E)integrated
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Chapter 5: The Communication Process
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) was developed to explain the process by which persuasive communications influence:
A)dissonance formation
B)attributions
C)beliefs
D)attitudes
E)group norms
Q2) _____ channel of communication.
A)individualized
B)direct-response
C)nonpersonal
D)semiotic
E)verbal
Q3) The source or sender of an advertising communication:
A)is typically a salesperson
B)is never a nonpersonal entity
C)is typically identified as the owner of the medium in which the communication appeared
D)can be an individual or a nonpersonal entity such as a corporation
E)is never involved in the encoding process
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Chapter 6: Source,message,and Channel Factors
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) Source attractiveness leads to persuasion through a process of:
A)internalization
B)identification
C)compliance
D)repositioning
E)comprehension
Q2) Which of the following statements describes a reason why American celebrities such as Brad Pitt,Meg Ryan,and Harrison Ford are used to promote products in Japan:
A)Few Japanese identify with the Western life style.
B)Japanese commercials emphasize substance rather than style and focus on the intellect.
C)Japanese commercials are much longer than ads in other countries so celebrities are needed to hold viewers' attention.
D)Japanese commercials average only 15 seconds,and popular Western celebrities help capture viewers' attention.
E)Western celebrities are not willing to endorse products in Japan.
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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122 Flashcards
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Sample Questions
Q1) Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand and financially safe?
A)competitive parity
B)marginal analysis
C)percentage of sales
D)objective and task
E)arbitrary method
Q2) Inside-out planning:
A)focuses on what the marketer wants to say,when the marketer wants to say it,things the marketer believes are important to his or her brand,and the media form the marketer wants to use
B)is another term for zero-based communications planning
C)starts with the customer and builds backward to the brand when developing an IMC program
D)is a method of implementing DAGMAR objectives
E)is used to forecast the validity of DAGMAR objectives
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Chapter 8: Creative Strategy: Planning and Development
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking.The store is lit by crystal chandeliers,and there are deep red carpets underfoot.The staff all wear tail-coats.Its ads want customers to associate the store with the royal treatment they will receive when they shop there.This development of a strong,memorable identity is an example of:
A)a universal selling proposition
B)image advertising
C)inherent drama
D)attribute-based positioning
E)refutational appeal
Q2) Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on.This was an example of _____ research.
A)psychographic
B)demographic
C)ethnographic
D)perceptual
E)interactive marketing
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10
Chapter 9: Creative Strategy: Implementation and Evaluation
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119 Verified Questions
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Sample Questions
Q1) Ads for Oneida flatware show a piece of Oneida flatware,the headline,"ONEIDA," and the slogan "Your table is ready" in small print.This type of ad is intended as _____ advertising.
A)transformational B)reminder
C)curiosity
D)emotional integration
E)favorable price appeal
Q2) According to McCann-Erickson's concept of emotional bonding,the strongest relationship that develops between a brand and a consumer is based on:
A)product benefits
B)brand personality
C)feelings or emotional attachments to the brand
D)rational motives
E)competitive advantage over similar products in the market
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11
Chapter 10: Media Planning and Strategy
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Which of the following is a method used for organizing a media buying department?
A)degree of product tangibility
B)product life cycle
C)specialization by media class
D)degree of product innovation
E)all of the above
Q2) In order to compare the relative costs between two print media,an advertiser needs to use:
A)reach
B)frequency
C)GRPs
D)CPM
E)BDI
Q3) Duplication of audiences is a desired factor if the media strategy is to:
A)maximize reach
B)optimize GRP
C)optimize both reach and frequency
D)maximize frequency
E)reduce waste coverage
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Page 12
Chapter 11: Evaluation of Broadcast Media
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146 Verified Questions
146 Flashcards
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Sample Questions
Q1) _____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.
A)Average quarter-hour figure (AQH)
B)Average quarter-hour rating
C)Average quarter-hour share
D)Cumulative audience (Cume)
E)Average market share
Q2) When the video portion of a television commercial is implanted into a radio spot this is known as:
A)positioning
B)image transfer
C)visualization
D)flexibility
E)narrowcasting
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Chapter 12: Evaluation of Print Media
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) _____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations,headlines,white space,and other visual devices in addition to the copy text.
A)Display
B)Classified
C)Preprinted insert
D)Supplement
E)Index
Q2) Buying ad space in regional editions of national magazines:
A)is no longer permissible due to the passage of recent anti-competition legislation
B)can reduce an advertiser's cost per thousand for reaching desired audiences
C)diminishes the value of pass-along readership
D)creates overlapping subscription data
E)is correctly described by none of the above
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Page 14
Chapter 13: Support Media
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Sample Questions
Q1) Which of the following statements best compares the CPM for movie theater advertising with that of other media?
A)The CPM for movie advertising is higher than that for magazines.
B)Movies have a lower CPM than radio,but higher than newspapers.
C)When compared to other advertising media,the CPM is quite high for movie ads.
D)When compared to other advertising media,the CPM is quite low for movie ads.
E)The CPM for movie advertising is equal to that of the other forms of advertising media.
Q2) What two methods are used to measure the impact of Yellow Pages advertising on sales?
A)CPM and frequency
B)reach and frequency
C)circulation and usage
D)visibility and usage
E)CPM and pass-along rate
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Chapter 14: Direct Marketing
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66 Flashcards
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Sample Questions
Q1) Which of the following describes an advantage an advertiser using direct marketing is likely to enjoy?
A)effective segmentation capabilities
B)low overall costs relative to sales
C)ease of effectiveness measurements
D)fewer time pressures as compared to other forms of media use
E)all of the above
Q2) Which of the following was identified in the text as a disadvantage associated with direct marketing?
A)poor image
B)poor selectivity
C)inability to measure effectiveness
D)long lead time
E)lack of creative flexibility
Q3) The two-step approach to direct marketing:
A)asks for an immediate sale
B)uses the first contact to screen potential buyers
C)is commonly found in direct sales
D)is followed by a professional sales call
E)is similar to missionary selling
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Chapter 15: The Internet and Interactive Media
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76 Verified Questions
76 Flashcards
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Sample Questions
Q1) Facebook was cited by Adweek as one of the Best Performers in 2007.Facebook was recognized for:
A)translation of print to web
B)editorial depth
C)millions of viewers spending over an hour per month on the site
D)combining the best of TV and online
E)being a place where people can discover needed information
Q2) The exchange of information in social network sites:
A)cannot be used in an integrated marketing communications program
B)is reducing the number of hours young people watch television
C)is reducing the potential impact of advertising
D)hurts business-to-business marketers more than it does retailers
E)helps move potential consumers through the purchase process
Q3) One of the questions viewers of user-generated video sites (UGVs are concerned about is:
A)will impersonal communications replace personal communications?
B)is there sufficient editorial depth needed to overcome consumer objections?
C)will the government censor sites critical of their administration?
D)is it real or a craftily created commercial?
E)all of the above
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Chapter 16: Sales Promotion
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) Among major packaged goods companies,the greatest percentage of the promotional budget is allocated to:
A)media advertising
B)consumer promotions
C)trade promotions
D)direct marketing
E)trade shows
Q2) Sampling for a product such as expensive skin cream that is designed to reduce wrinkles over a long period of time might not be feasible because:
A)it cannot be broken down into small sizes
B)it may be too expensive to give away sample sizes that would be adequate to demonstrate the cream's benefits since it has to be used repeatedly
C)it may be too difficult to find a way to distribute the samples
D)consumers may think it is of poor quality since samples are being given away
E)it would create an easily imitated competitive advantage
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18
Chapter 17: Public Relations,Publicity,and Corporate Advertising
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83 Verified Questions
83 Flashcards
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Sample Questions
Q1) Which of the following is a criticism commonly applied to corporate advertising?
A)poor vehicle for repositioning a company or a brand
B)does not take advantage of any benefits derived from public relations
C)not effective at reaching the target market
D)questionable effectiveness
E)all of the above
Q2) According to the new definition of public relations,the function of public relations personnel is to:
A)assess public attitudes
B)promote products or services directly
C)create a favorable corporate image
D)develop and execute communications programs designed to bring about public understanding and acceptance
E)do all of the above
Q3) MPR activities are used by public relations agencies to:
A)receive discounts in various media
B)place new releases in mass media simultaneously
C)"microsegment" the market
D)achieve feedback from public relations activities
E)do none of the above
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Chapter 18: Personal Selling
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73 Verified Questions
73 Flashcards
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Sample Questions
Q1) An ad in a dental trade magazine for a new product to sterilize equipment asks anyone interested in more information about the product to request an information pamphlet.These names and addresses of those dentists who made the request for more information are then given to the product manufacturer's salespeople.The names on this list are examples of:
A)leads
B)qualified prospects
C)cold call recipients
D)customers
E)problem solvers
Q2) The ability of the sales force to feed back information regarding competitive programs and customer reactions contributes to the promotional program by fulfilling which evaluative criterion?
A)attainment of communications objectives
B)program implementation
C)follow-up activities
D)providing market intelligence
E)none of the above
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Chapter 19: Measuring the Effectiveness of the Promotional Program
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) When Madison saw a television ad for a large retail chain of jewelry stores,she was impressed with the money-back guarantee the company gives on all of its jewelry.But later when Madison heard the identical audio portion of the ad on the radio,she was unimpressed with the guarantee.This differing perception of ads as a result of the medium in which they appear is caused by the _____ effect.
A)halo
B)recency
C)stimulus-response
D)vehicle option source
E)vehicle context
Q2) Post-testing is designed to:
A)act as a benchmark for when to begin the situation analysis
B)check the impact of positioning statements
C)determine if the campaign accomplished the objectives sought
D)determine what psychological factors will influence ad perception
E)avoid problems associated with selective perception
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21
Chapter 20: International Advertising and Promotion
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Which of the following should be examined before an international company decides to use sales promotion techniques in a foreign country?
A)retailer involvement and cooperation
B)a lack of media to distribute promotional materials
C)cultural differences in promotions that attract and interest consumers
D)legal restrictions and regulations in various countries
E)all of the above
Q2) Which of the following statements about international sales promotions is true?
A)Because product sampling is so closely regulated,sampling is not effective outside the U.S.
B)Event sponsorship is ineffective because of an absence of media needed to publicize the event.
C)In many less developed countries,spending on sales promotions often exceeds media spending on television,radio and in print ads.
D)Sales promotions must be done on a global basis for legal reasons.
E)The economic environment does not influence the use or choice of sales promotions.
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22
Chapter 21: Regulation of Advertising and Promotion
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) The Children's Online Privacy Act of 1998:
A)is enforced by the Network Advertising Initiative
B)monitors the type of e-mail sent to teenagers and children
C)places tight restrictions on collecting information from children via the Internet
D)requires all schools to use software to control students' access to certain Web sites
E)was passed but never implemented
Q2) Assume a homeopathic flu medicine advertises that one dose prevents users from catching the flu.However,the FTC has argued that the ads are deceptive since they fail to disclose that the product's directions indicate one dose must be taken daily throughout the flu season.This situation:
A)is a clear example of deregulated advertising
B)is an example of how advertising can be misleading or deceptive because of what is omitted rather than what is said in an ad
C)is likely to lead to prosecution of this drug company under the Lanham Act
D)could not be remedied by an affirmative disclosure requirement
E)is a clear violation of the Robinson-Patman Act
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23
Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
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88 Verified Questions
88 Flashcards
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Sample Questions
Q1) Novartis Corporation spent millions of advertising dollars informing consumers that Doan's pills were superior to other over-the-counter analgesics in treating back pain even though it contained the same ingredients as other over-the-counter analgesics.Critics of advertising called these ads:
A)unsynergistic
B)unfair
C)deceptive
D)offensive and in bad taste
E)asocial
Q2) Marketers that argue advertising is NOT a barrier to market entry contend:
A)large volumes of advertising are necessary to compete in many industries
B)there are economies of scale in advertising
C)advertising is only one factor contributing to the large scale effects which are the fundamental deterrent to market entry
D)in the cereal industry,profits are the highest among the heaviest advertisers
E)there is no relationship between intensity of advertising and market share
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