Advertising Strategy Exam Review
Course Introduction
Advertising Strategy explores the fundamental principles and advanced techniques used to develop effective advertising campaigns. The course covers the process of identifying target audiences, crafting compelling brand messages, selecting suitable media channels, and measuring campaign effectiveness. Students will analyze case studies, learn to set strategic objectives, and understand how to integrate advertising efforts with broader marketing plans. By the end of the course, participants will be equipped with the skills to create, implement, and evaluate advertising strategies that drive business success in diverse markets.
Recommended Textbook PROMO2 2nd Edition by Thomas O'Guinn
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15 Chapters
984 Verified Questions
984 Flashcards
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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 1-5) For now, Exodus limits their advertising to furniture store journals because they perceive that these stores are
A) household consumers.
B) their trade channel.
C) their target audience.
D) professionals and business organizations.
Answer: C
Q2) Albertson's is a retail chain that sells groceries. It has stores in 31 western, northwestern, mid-western and southern states. It is most likely to use national advertising to reach its target market.
A)True
B)False
Answer: False
Q3) Advertising is important to marketers because it is the best way dramatize a brand's values beyond its physical features.
A)True
B)False
Answer: True
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Chapter 2: The Promotion Industry
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70 Flashcards
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Sample Questions
Q1) (Scenario 2-4) What type of agency might Subway select to promote its new line of sandwiches and bread to a national television audience?
A) Full-service advertising agency.
B) In-house advertising agency.
C) Creative boutique.
D) Internet publisher.
Answer: A
Q2) ____ is responsible for coming up with the concepts that express the benefits of a brand to a target audience.
A) The research department
B) Creative and production services
C) Account services
D) The direct-marketing department
Answer: B
Q3) DeeAnne Watson ensures that research is part of each creative development decision; she is a media planner.
A)True
B)False
Answer: False
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Page 4
Chapter 3: The Evolution of Promoting Brands
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Sample Questions
Q1) The Industrial Revolution led to mass production of advertising materials.
A)True
B)False
Answer: False
Q2) Because of the dramatic increase of goods on the market between 1875-1918, advertising took on less importance, as advertisers created new products for consumers.
A)True
B)False
Answer: False
Q3) During the Depression the U.S, Congress passed real advertising reform, including law against "deceptive acts of commerce." The result was
A) greater use of the "clean language" and family values espoused.
B) injunctions against advertisers who made false claims
C) revised packaging to show all ingredients
D) banning of cigarette ads
Answer: B
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Chapter 4: Understanding the Marketing Environment:
Segmentation, Targeting, and Positioning
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Sample Questions
Q1) State Farm's "Like a good neighbor" ad campaign is an example of positioning consistency over the long run.
A)True
B)False
Q2) When segmenting markets based on consumers' usage patterns, variety seekers as a segment are characterized by
A) the lowest level of opportunity for a firm to cultivate sales.
B) buying what is on sale or choosing brands that offer discount coupons.
C) a high level of repeat purchasing of the same brand.
D) extra-enthusiastic purchasing behavior.
Q3) (Scenario 4-6) There is a group of 30 students that have earned 3.9 GPA or better that have attended every match for nearly four years. These students would best be described as ____.
A) nonusers
B) emergent consumers
C) switchers
D) heavy users
Q4) Using a product that you have used in the past week as an example, explain the difference between segmenting and targeting in the STP approach to marketing.
Page 6
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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) While habitual purchases are often consumption simplifiers, brand loyalty is the result of commitment to a specific brand time after time.
A)True
B)False
Q2) (Scenario 5-1) For many years, when people thought of iced tea, they thought of Lipton and Nestea. Therefore, one necessary step toward Snapple's future success is to A) rank highest on all iced tea evaluative criteria.
B) develop an emotional benefit.
C) find a series of functional benefits to advertise.
D) become part of the consideration set.
Q3) The anxiety or regret that lingers after a consumer makes a difficult purchase decision is referred to as
A) cognitive consistency.
B) evaluative consistency.
C) cognitive dissonance.
D) evaluative state.
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Chapter 6: The Regulatory and Ethical Environment of Promotions
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Sample Questions
Q1) The National Advertising Review Board (NARB) and the National Advertising Division (NAD) ability to regulate advertisers depends on the cooperation of members.
A)True
B)False
Q2) (Scenario 6-1) In the past, Adbusters cited 12 magazines that it said are responsible for pushing "a clean, exciting image for one of the dirtiest products around: tobacco." They suggested that Americans cancel their subscriptions to these magazines until the magazines stopped accepting this advertising. This is an example of
A) a yet-to-be-proved-effective tool called a boycott.
B) the activities of one of the three most powerful consumer organizations in the United States.
C) a group of consumers functioning as a regulatory agent.
D) a recently emerging phenomenon called consumerism.
Q3) The concept of "privacy" as it relates to online e-commerce is emerging as a critical concern for advertisers, regulators and consumers. Explain how this problem is currently being addressed.
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Page 8
Chapter 7: The International Market Environment for Brand Promotion
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Sample Questions
Q1) (Scenario 7-5) Country X is part of a market where 75% of the world lives. Which of the following types of country is Country X?
A) Less developed nations
B) Newly industrialized countries
C) Highly industrialized nations
D) Techno-forward countries
Q2) A company that manufactures designer plumbing fixtures is in the process of advertising its product internationally. However, company management has expressed frustration over poor communication with agencies and a lack of cohesive creative work. Most likely, the company is working with
A) in-house agencies.
B) global agencies.
C) local agencies.
D) international affiliates.
Q3) People from different cultures can see the same picture and walk away with extremely different interpretations.
A)True
B)False
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Chapter 8: Messaging and Media Strategies
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Sample Questions
Q1) Who prepares the creative brief?
A) The AE on the account
B) The client marketing manager
C) The client brand manager
D) It is a joint activity of client leader and AE
Q2) (Scenario 8-1) Which of the following departments in the Blanding agency is responsible for maintaining a good relationship with this client?
A) creative.
B) account service
C) media planning
D) production
Q3) Which of the following is most true about how the corporate world views creative people
A) creative people are innovators
B) everybody needs them but no one is sure who or what they are
C) creative people are valuable but inevitably disruptive
D) everybody can recognize them by their odd clothing styles
Q4) Characterize the tensions between the creatives and the account executives (AEs) in an advertising agency.
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Chapter 9: The Internet
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Sample Questions
Q1) (Scenario 9-3) Potential visitors to this site have several different ways in which they may have found out about it. Which one of the following is not likely to have been one of them?
A) Word of mouth by a satisfied user
B) Through a search engine like Google, Yahoo or the Online Yellow Pages
C) The Library of Congress
D) Via a Pop-Up
Q2) As the Internet has changed-becoming a legitimate option for advertisers-which of the following is likely to happen?
A) It will not replace traditional forms of advertising
B) Ad spending on the WWW will grow beyond the $12 Billion spent in 2005
C) Its value to consumers is growing daily
D) All of these statements about the changing role of the Internet are true
Q3) Internet advertising has emerged as a media option of great opportunity for advertisers because of its superior target market selectivity, detailed and full-color graphics capability, ability to deliver customized messages and ability to engage in two-way information exchanges with consumers, among other reasons.
A)True
B)False
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Page 11
Chapter 10: Direct Marketing and Personal Selling
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Sample Questions
Q1) (Scenario 10-4) Most of Time magazine's holiday gift-giving subscriptions are a result of potential gift givers seeing a television commercial for Time, then calling an 800 number. The practice of using a Time representative to contact a potential customer by phone is used on only about 5 to 10 percent of gift-giving renewals. One advantage of using television over this type of telemarketing is that
A) it has a higher response rate.
B) it has a lower cost per contact.
C) it's simpler to experiment with different formats.
D) it's easier to target consumers.
Q2) (Scenario 10-6) In making the decision to engage in direct marketing efforts for its products, Jostens compared the cost of using salespeople to the cost of using direct marketing against the number of responses generated by each. Which of the following best describes the cost measurement tool used by Jostens?
A) cost per contact
B) cost per rating point
C) cost per inquiry
D) cost per thousand
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Page 12
Chapter 11: Sales Promotion and Point of Purchase
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) Out-of-home media is a term used to describe any media other than television.
A)True
B)False
Q2) Vertical cooperative advertising involves the sharing of advertising costs between a manufacturer and a retailer.
A)True
B)False
Q3) An advertiser considers using transit advertising as an advertising vehicle. This particular vehicle works most effectively when the advertiser:
A) is trying to create or build brand awareness
B) is trying to create of build brand preference
C) needs a limited number of exposures to members of the target market
D) has a message that is having trouble breaking through the clutter in other media
Q4) Describe the overall trend in spending on advertising and sales promotion since the 1980s. Outline at least four reasons behind this trend.
Q5) Explain what is meant by the term push strategy. Describe four different techniques commonly used as part of a push strategy.
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Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
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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) Describe what branded entertainment is, how it differs from brand/product placement, and what its future is as a branding tool.
Q3) Which of the following best describes the typical effect of event sponsorship as an advertising medium?
A) it is useful in creating primary demand for a product category
B) it is a base for synergies with brand advertising, sales promotion and public relations elements of IMC.
C) It is often best used as a stand alone element of promotion
D) it is useful for creating brand awareness
Q4) One of the advantages of video games is that 1000 U.S. households have at least some gaming capability.
A)True
B)False
Page 14
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Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
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Sample Questions
Q1) A large oil company undertakes an extensive research effort designed to identify opportunities for the company to present itself in a positive light. This research effort is called a public relations audit.
A)True
B)False
Q2) A ____ is guided by marketing objectives and takes an offensive rather than defensive posture in public relations process.
A) publicity campaign
B) reactive public relations strategy
C) corporate advertising strategy
D) proactive public relations strategy
Q3) Influencer marketing refers to
A) the impact of branded marketing programs on public opinion
B) how a firm or an individual can identify and then manage aspects of communication in an integrated and synergistic manner
C) "Let's give them something to talk about!"
D) personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth to the larger population
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Chapter 14: Personal Selling and Sales Management
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Sample Questions
Q1) One way the sales force can be structured is by type of customer.
A)True
B)False
Q2) By listening carefully, a salesperson can
A) accord uniqueness to each potential buyer.
B) manage a set of buying-selling relationship for mutual benefit.
C) control the communication.
D) close the sale.
Q3) For many organizations personal selling is the most important element of the promotion mix. Discuss the factors that would lead an organization to emphasize personal selling. When is personal selling useful to an organization and when is it less useful?
Q4) Bill is the sales force manager for Mega brands. He is in the process of assessing the strengths and weaknesses of the sales force and corporate support for the selling effort. Bill is conducting a(n)______________ .
A) external situation analysis
B) internal situation analysis
C) job description
D) performance evaluation
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Chapter 15: Measuring the Effectiveness of Brand Promotions
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Sample Questions
Q1) Mike is a retail buyer. He runs a rack of shirts on sale at 33% off. The most likely way he will measure the effectiveness of this promotion is by
A) evaluating the sales of the promoted item.
B) asking consumers to fill out a survey.
C) conducting a test/retest.
D) performing a split-list experiment.
Q2) Direct marketing is by far the easiest promotional technique to measure for effectiveness.
A)True
B)False
Q3) Validity means that the method generates consistent findings over time.
A)True
B)False
Q4) Split-cable transmission is an option for pilot testing television commercials. The direct mail equivalent of this technique is called A) a split-list experiment.
B) an alternating postal code delivery.
C) a split-run distribution.
D) None of the above-direct mail does not typically use pilot tests.
17
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