Marketing Campaign Planning Exam Preparation Guide
Course Introduction
Marketing Campaign Planning provides students with the foundational knowledge and practical skills required to design, implement, and evaluate effective marketing campaigns. The course covers the entire campaign lifecycle, from market research, target audience identification, and goal setting to message development, channel selection, budgeting, and performance analysis. Students will learn to integrate digital and traditional marketing tools, create compelling content, and use data analytics to measure campaign success and optimize future strategies. Real-world case studies and hands-on projects offer experience in crafting and managing campaigns that achieve organizational objectives within various market environments.
Recommended Textbook
PROMO2 2nd Edition by Thomas O'Guinn
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15 Chapters
984 Verified Questions
984 Flashcards
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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 1-2) To help build brand awareness, preference and loyalty, Chug Enterprises plans a coordinated campaign using a variety of promotional tools including advertising. This process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprises products to their lives and value systems is considered:
A) delayed response advertising.
B) institutional promotion.
C) indirect response advertising.
D) integrated marketing communication.
Answer: D
Q2) You and your best friend watch the same television commercial together. You think that the spokesperson in the ad is quite humorous. Your friend thinks that the spokesperson is just plain stupid. This is an example of A) the result of differing content upon viewers.
B) the creation of different meanings based on social and cultural context.
C) an ad that cannot be effective.
D) one person not exercising intent of interpretation.
Answer: B
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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 2-6) SC Johnson managers have agreed that their advertising agency will be compensated based on measures of audience awareness of their consumer products. This indicates that they have chosen a ____ compensation program for their agency.
A) commission
B) fee
C) markup
D) pay-for-results
Answer: D
Q2) Which of the following is true of organizations whose audiences are primarily non-consumer business and government audiences?
A) They only use personal selling to further their business goals
B) Few rely on public relations to maintain their brand images
C) Many engage in IMC and use the full variety of IMC tools
D) They rely primarily on business journals written for their industries
Answer: C
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Chapter 3: The Evolution of Promoting Brands
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65 Verified Questions
65 Flashcards
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Sample Questions
Q1) (Scenario 3-3) In early 2004 consumers
A) had yet to make an ad for a major advertiser
B) were engaging in guerilla marketing
C) had no idea how to choose an iPod
D) hated SUVs
Answer: A
Q2) During the 1970s, advertising directed at children became a booming business and groups such as Action for Children's Television criticized advertisers for creating commercials for this age-group which fueled a dramatic increase in toy, cereal and game revenues.
A)True
B)False
Answer: True
Q3) Despite the "dot com" meltdown of 2000 and the demise of many websites, Phase II of the e-promotion revolution is:
A) eliminating advertising entirely
B) much more successful
C) likely to decrease in the next decade.
D) in limbo awaiting better ad measurement tools
Answer: B
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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) (Scenario 4-1) This effort by Gillette to capture the female market
A) fits all the criteria of an STP effort.
B) may or may not be an STP effort. To determine this, it is necessary to know whether Ford has created sub-segments of these segments.
C) May or may not be an STP effort. To determine this, it is necessary to know if all possible segments are being targeted.
D) cannot be considered an STP effort because Ford is targeting multiple segments.
Q2) (Scenario 4-5) In order to capture the ____ in the market, the Plantatarium offers a punch card that rewards buyers with a $10.00 discount each time they have purchased over $150.00 of plants from the store.
A) emergent consumers
B) heavy users
C) variety seekers
D) market niches
Q3) Define and explain the importance of the value proposition in brand promotion.
Q4) STP marketing includes segmenting, targeting, and positioning.
A)True
B)False
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) When researchers study consumer behavior, they study a process that begins with the perception of a need and ends with the post-purchase product evaluation.
A)True
B)False
Q2) Family is cited as being important in the consumer behavior mix. List some of the important types of primary families discussed in the book and how family influence and an intergenerational effect can influence purchase behavior.
Q3) Rituals are things done in a certain way - not randomly. Members of a culture tend to do them one way and members of a different culture do them another way.
A)True
B)False
Q4) ____ is defined as the overall evaluation of any object, person or issue that varies from positive to negative along a continuum.
A) belief
B) bias
C) attitude
D) perception
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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) Determining what is ethical or unethical in advertising
A) can be determined specifically from the advertiser's code of ethics.
B) is subject to absolute rules of right and wrong.
C) is an easy question since all advertising is unethical.
D) comes down to personal judgment.
Q2) (Scenario 6-5) Which of the following government agencies would be most appropriate to contact if Jow Rowan felt like he should file a complaint about advertising in the automotive industry?
A) The Federal Trade Commission
B) The Federal Communications Commission
C) The Food and Drug Administration
D) The Securities and Exchange Commission
Q3) (Scenario 6-2) The Big Buford example is evidence that
A) taste is not a personal and subjective evaluation.
B) fast food must be considered a highly controversial product category.
C) small segments of the population can cause considerable controversy over matters of taste.
D) the concept of political correctness has not been embraced by franchise owners.
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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 7-1) A marketer of jams and jellies considers entering the Tanzanian market. As it researches the market, it discovers that Tanzanians eat their bread dry. To discover this, the marketer most likely performed
A) research into economic conditions.
B) research into customs and rituals.
C) demographic research.
D) product use and preferences research.
Q2) Supporters of the globalization of international advertising campaigns focus on similarities between countries. Supporters of the localization of international advertising campaigns focus on the differences.
A)True
B)False
Q3) Make an argument for the use of a globalized campaign as opposed to a localized campaign. Then summarize the opposing argument.
Q4) Nearly 75 percent of the world's population lives in A) less-developed countries.
B) newly industrialized countries.
C) emerging economies.
D) highly industrialized countries.
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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) Clients see creativity as
A) characteristic of unusually charismatic agency creatives
B) experienced by the majority of managers at one time or another
C) a quality of ad agencies rather than individuals
D) standard for most advertising executives
Q2) The most essential and long term creative role of advertising is to:
A) build an emotional bond between consumers and brands.
B) sell more product.
C) give consumers facts.
D) helping consumers to make decisions
Q3) Because you have a "creative" job, does not mean that you are "creative".
A)True
B)False
Q4) Most research concerning the contentious environment in advertising agencies places the ____ department in a central position as a focus of the conflict.
A) creative
B) account service
C) media planning
D) production
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Chapter 9: The Internet
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74 Flashcards
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Sample Questions
Q1) (Scenario 9-6) Which of the following is "term B"?
A) Reach
B) Page views
C) Hits
D) Unique Visits
Q2) Web analytic software
A) enables site owners to count traffic to the site
B) provides information on hits, pages, visits, and users
C) can track behavior on the site, enabling the site owner to diagnose where it may be unappealing
D) all of these statements are true of analytic software
Q3) Accomplishing the objective of having repeat visitors to a firm's website is a function of:
A) site substance.
B) ease of use of the site.
C) entertainment value of the site.
D) all of these
Q4) As an advertiser, what tools can you use to make your website as visited as possible?
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Chapter 10: Direct Marketing and Personal Selling
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65 Verified Questions
65 Flashcards
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Sample Questions
Q1) From a consumer's standpoint, the growth in popularity of direct marketing is fostered by
A) more liberal attitudes about credit
B) need for greater convenience.
C) computers that enable on-line shopping
D) all of these are factors in growth of consumer direct marketing
Q2) A company is trying to use its marketing database to determine its best customers. An RFM analysis is an excellent tool for this.
A)True
B)False
Q3) At present, which of the following forms of direct marketing is considered the most controversial?
A) telemarketing
B) direct mail
C) advertorials
D) bulk email
Q4) Direct marketers do not use mailing lists because they are expensive and outdated.
A)True
B)False
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Chapter 11: Sales Promotion and Point of Purchase
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70 Flashcards
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Sample Questions
Q1) Jiffy Lube relies heavily on couponing in local newspapers and coupon sheets to promote its basic oil change service. What are four possible advantages that Jiffy Lube gains from using coupons?
Q2) The most popular type of sampling for food and cosmetic products is ____ sampling.
A) in-store
B) door-to-door
C) mail
D) on-package
Q3) Several factors have created a short-term orientation among marketing managers. Which of the following is a reason why this type of orientation exists in many organizations?
A) pressure from stockholders to produce higher quarterly revenue
B) pressure from shareholders to produce higher quarterly profits
C) a bottom line mentality in many organizations
D) rewards and punishments based on short-term returns are on the rise for most managers
Q4) 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) An additional advantage of event sponsorships is that it can be used
A) as a way to entertain important clients
B) to motivate a firm's salespeople
C) to recruit new customers
D) all of these are additional advantages of event sponsorship
Q2) What is the term in marketing that entails embedding your brand as part of an entertainment property (e.g., a sporting event, TV show, theme park, short film, movie, or video game) in an effort to connect with your consumer in a unique and compelling way?
A) Fan loyalty
B) Branded entertainment
C) Splashing Events
D) Premiums
Q3) One of the advantages of video games is that 1000 U.S. households have at least some gaming capability.
A)True
B)False
Q4) NASCAR aggressively bills itself as the best marketing opportunity in sports.
A)True
B)False
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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) A local chapter of the Red Cross undergoes a public relations audit. The result of this audit should
A) assess the degree of positive and negative media coverage the Red Cross received over the past year.
B) prepare the Red Cross for both proactive and reactive strategies.
C) tell the Red Cross whether or not it needs to hire an outside public relations firm.
D) compare the cost of public relations efforts with commensurate advertising efforts.
Q2) Which of the statements is true of feature stories?
A) They offer a single journalist an opportunity to do a lengthy piece on some aspect of a company that it wants the public to know
B) The journalist who does a feature gets exclusive rights to the information
C) The feature story is more controllable by the company than is a press release
D) All of these statements are true of feature stories as PR tools
Q3) How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.
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Chapter 14: Personal Selling and Sales Management
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63 Verified Questions
63 Flashcards
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Sample Questions
Q1) Discuss the affect of Sales Force Automation (SFA) and the Internet on the personal selling function. How can these tools help the salesperson and the customer? Are they any drawbacks to these tools?
Q2) The final stage in the personal selling process is closing the sale.
A)True
B)False
Q3) What are some of the different types of personal selling? When is one method more appropriate than another?
Q4) A(n)______________ will identify all the tasks to be performed by salespeople.
A) qualification appraisal
B) situational audit
C) job description
D) internal situation analysis
Q5) Which of the following is NOT an element of the personal selling process?
A) prospecting
B) preparation
C) close the sale
D) pre-preparation
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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) Physiological measures suffer from some drawbacks. Which of the following is one of these?
A) While we may be able to detect a physiological response to and advertisement, there is no way to determine whether the response is to the ad or the brand, or which part of the advertisement was responsible for the response.
B) Due to the artificial laboratory aspects of the test they lack reliability.
C) They can only be used to understand television advertising.
D) Only negative reactions, not positive reactions can be captured.
Q2) Which of the following types of pretest message research tries to identify specific thoughts that occur during an individual's exposure to a specific ad?
A) thought listing
B) attitude-change studies
C) communications studies
D) theatre testing
Q3) Naturalistic inquiry is a form of quantitative research.
A)True
B)False
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