Promotion Management
Midterm Exam
Course Introduction
Promotion Management focuses on the strategies and techniques used to effectively communicate and promote products, services, or brands to target audiences. The course covers the planning, implementation, and evaluation of promotional campaigns, including advertising, sales promotions, public relations, direct marketing, and digital communications. Students will explore consumer behavior, market segmentation, message development, media selection, and budgeting decisions. Through case studies and practical projects, students gain insights into creating integrated marketing communications plans that maximize engagement and achieve organizational objectives.
Recommended Textbook
Advertising and Promotion An Integrated Marketing 5th Edition by George Belch
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18 Chapters
1396 Verified Questions
1396 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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Sample Questions
Q1) Which of the following is NOT a good example of a communications objective?
A) To create awareness of the attributes of a brand or product
B) To create a favourable attitude about a product
C) To develop consumers' intentions to purchase a product
D) To increase sales volume
Answer: D
Q2) _____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction.
A) Advertising
B) Sales promotion
C) Direct marketing
D) Public relations
Answer: C
Q3) An internal situation analysis looks at all of the following EXCEPT:
A) competitive analysis
B) corporate and brand image analyses
C) promotional objectives
D) results of the firm's previous promotional programs
Answer: A
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Page 3
Chapter 2: Organizing for IMC: Role of Agencies
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80 Flashcards
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Sample Questions
Q1) The Performance by Results system reflects three groups of performance measures.Which of the following is NOT one of those measures?
A) comparison to previous year's communication budget
B) marketing communication effectiveness
C) overall business performance
D) agency process evaluation
Answer: A
Q2) A ________ is a type of compensation arrangement where an agency charges a client a fixed monthly amount of money for all of its services and credits media commissions against this monthly rate.
A) fixed fee agreement
B) negotiated commission
C) cost-plus agreement
D) fee-commission combination
Answer: D
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4
Chapter 3: Consumer Behaviour and Target Audience
Decisions
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80 Flashcards
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Sample Questions
Q1) Bell Canada uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do.
A) behaviouristic
B) lifestyle
C) demographic
D) VALS
Answer: A
Q2) Ads for consumer finance companies are often aimed at people making $25,000 or less annual salaries.Consumer finance companies are using _____ segmentation.
A) geographic
B) demographic
C) lifestyle
D) behaviouristic
Answer: B
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Page 5
Chapter 4: Communication Response Models
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Sample Questions
Q1) _____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space.
A) Association
B) Repetition
C) Contiguity
D) Generalization
Q2) Arminda is watching a late night TV show when a low-budget commercial for a local restaurant comes on the air.She is turned off by the poor quality of the commercial and immediately tunes out the message without processing any of the information.Arminda is engaging in what type of message processing?
A) Support arguing
B) Central processing
C) Peripheral processing
D) Source blocking
Q3) For most marketers,the ultimate form of feedback is:
A) use of reply cards
B) store visits
C) sales
D) consumer inquiries
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Page 6
Chapter 5: Objectives for the IMC Plan
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Sample Questions
Q1) According to the information processing model,which type of research/test would help determine the effectiveness of a campaign designed to target exposure to the message?
A) Message recall tests
B) Measurement of webpage views
C) Indicators of purchase intent
D) Actual purchase levels
Q2) Which of the following statements best describes the relationship between marketing and communication objectives?
A) Marketing objectives and communication objectives are synonymous.
B) Communication objectives are derived from marketing objectives.
C) For a successful campaign, communication objectives can be developed before or after the development of marketing objectives.
D) There is no relationship between the two.
Q3) Brand recall is often referred to as:
A) unaided brand awareness
B) product demand
C) message acceptance
D) product knowledge
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Page 7
Chapter 6: Brand Positioning Strategy Decisions
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Sample Questions
Q1) Multiattribute models are used to guage consumer attitudes towards a brand and the importance of the brand's _______________ to the consumer's purchase decision.
A) name
B) benefits
C) sales
D) promises
Q2) With end benefit positioning,marketers make a direct link between a particular brand attribute and the consumer's:
A) brand preference
B) product awareness
C) usage situation
D) derived benefit
Q3) When consumers do not strongly believe that the brand possesses a particular important attribute,the market will attempt to:
A) influence attribute beliefs
B) influence attribute importance
C) add a new attribute belief
D) influence brand functionality
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Page 8
Chapter 7: Creative Strategy Decisions
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Sample Questions
Q1) Consumers perceive Maytag appliance as dependable.Consumers have assigned a _____ to the brand.
A) product benefit
B) spokesperson
C) personality
D) market rank
Q2) Account planners are responsible for the conducting and analysis of research in order to drive the creative process from a(n)___________ point of view.
A) incubation
B) historical
C) head office
D) customer
Q3) The end result of the creative process is the written document referred to as the ___.It specifies the basic elements of the creative strategy and other relevant information.
A) animatic
B) working document
C) creative brief
D) selling idea
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Page 9
Chapter 8: Creative Tactics Decisions
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Sample Questions
Q1) A marketer may not want to put weak arguments at the beginning of an advertising message because this action may:
A) reduce the level of counterarguing
B) increase retention of the message
C) lead to a high level of counterarguing
D) deter recipients from drawing their own conclusions
Q2) During which stage of the commercial production process do cost estimating,casting,location selection,and selecting a director occur?
A) Preproduction
B) Production
C) Postproduction
D) Preparation
Q3) Research has shown that the first thing people look at in a print ad is the:
A) illustration
B) visuals
C) body copy
D) headline
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Chapter 9: Measuring the Effectiveness of the Promotional Message
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Sample Questions
Q1) _____ measures electrical frequencies in the brain as the individual being tested responds to ads he or she is viewing.
A) Electrodermal
B) Pupillometric
C) Electroencephalographic
D) Cerebral response
Q2) When two or more ads are used in a ____,viewers are usually asked to rate or rank order the ads according to their preferences.
A) comprehension test
B) consumer jury test
C) reaction test
D) readability test
Q3) Which of the following questions is more likely to be asked in a consumer jury test?
A) Which ad did you like best?
B) How did you like the music?
C) Will you buy this product after seeing this ad?
D) Is the ad layout convincing?
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Page 11
Chapter 10: Media Planning and Budgeting for IMC
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Sample Questions
Q1) According to the S-shaped response curve,:
A) the effects of advertising quickly begin to diminish
B) the carryover effect is especially true for low-priced, frequently purchased consumer products
C) initial outlays of the advertising budget have little impact on sales
D) sales are not directly related to the size of the advertising budget
Q2) Which of the following is a limitation of magazines as a media choice?
A) Target audience selectivity
B) Cost efficiency
C) Creativity for cognitive responses
D) Selective exposure
Q3) Which of the following is a strength of radio as a media choice?
A) Absolute cost
B) Amount of processing time
C) Clutter
D) Selective exposure
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Chapter 11: Broadcast Media
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Sample Questions
Q1) _____ is defined as one percent of all the television households in a particular area tuned to a specific program.
A) Share of audience
B) Household using television (HUT)
C) A program rating
D) A ratings point
Q2) _____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers.
A) Station managers
B) Affiliates
C) Negotiators
D) Station reps
Q3) The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.
A) creativity
B) reach and frequency
C) inherent drama
D) audience selectivity
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13
Chapter 12: Print Media
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Sample Questions
Q1) An ad for PEI potatoes is a close-up view of a baked potato covered in sour cream swirls and bacon bits.The swirls extend to the very edge of the page.This ad is an example of a(n):
A) gatefold
B) bleed page
C) maximum coverage ad
D) total page ad
Q2) Canadian Living and Chatelaine are magazines that offer advertisers _____ selectivity.
A) demographic
B) geographic
C) lifestyle
D) behavioural
Q3) One study found that consumers look forward to ads in _____ more than in other media.
A) elevators
B) magazines
C) newspapers
D) washrooms
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Page 14
Chapter 13: Out-Of-Home and Support Media
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Sample Questions
Q1) The anxious,irritated,or disinterested state of many potential customers when exposed to _____ advertising may limit the effectiveness of such advertising.
A) specialty
B) transit
C) radio
D) movie
Q2) Interior cards,exterior posters,station domination are all examples of what kind of media?
A) transit
B) movie theatre
C) airport
D) shopping mall
Q3) Promoting a product by having it used in a movie is known as:
A) out-of-home advertising
B) product placement
C) a direct response promotion
D) publicity
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Chapter 14: Sales Promotion
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Sample Questions
Q1) Which of the following is an example of a sales promotion that can be used to contribute to franchise building?
A) A 50-cents off coupon on a box of Minute Rice to encourage repurchase.
B) A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand.
C) A bonus jar of Hellmann's Mayonnaise, offering 1 L for the price of 750 mL.
D) A price reduction of $5 on a pair of Lee jeans.
Q2) Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT:
A) consumers tend to be loyal to their favourite brands.
B) consumers purchase more on the basis of price, value, and convenience than brand.
C) many purchase decisions are made in the store where many sales promotions are found.
D) marketers are offering consumers more promotions to attract and maintain customers.
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Chapter 15: Public Relations
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Sample Questions
Q1) Important research into the persuasion effects of event sponsorship has uncovered all of the following recommendations EXCEPT:
A) Sponsorship content should be "visible", so that participants are aware of the sponsoring brand.
B) Event sponsorships are deemed ineffective if there is no mechanism for product sales.
C) The sponsorship should offer true value to the audience.
D) Planners should avoid multiple-sponsor events.
Q2) Although most public relations efforts seek a variety of channels for distribution,an alternative strategy is to offer one particular medium _____ rights to the story if that medium reaches a substantial number of people in the target audience.
A) legitimate
B) legal
C) limited
D) exclusive
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Chapter 16: Direct Marketing
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Sample Questions
Q1) Which of the following statements about infomercials is NOT true?
A) Infomercials are mandated to fill a 30 minute time slot.
B) It is possible to target specific audiences at a low cost via specialty channels.
C) Infomercials are popular with small firms, but large firms are beginning to use them as well.
D) Studies indicate that infomercials get watched and sell products.
Q2) Which of the following statements about direct e-mail is true?
A) Today's marketers use permission-based email instead of having to maintain a comprehensive website.
B) The majority of research respondents suggest that branded content makes no impact on whether they forward a message.
C) The chance of a consumer passing along a commercial message using email is quite high.
D) Studies show that the use of direct mail via e-mail messages has no corresponding effect on visits to the retail location of the sender.
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Chapter 17: Internet Media
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Sample Questions
Q1) The basic problem regarding measuring Internet effectiveness is:
A) it concerns with research methods curtailed measurement activities.
B) standardizing a method for determining the size of the audience.
C) that technical procedures for accurately reporting are not in place.
D) HYPERLINK "" that industry representatives could not agree upon guidelines.
Q2) Internet media advertising is so pervasive that specialized recognition now happens in the form of which awards?
A) E-Promo Awards
B) Webby Awards
C) Interactive Marketing Awards
D) Canadian Marketing Association Interactive Awards of Excellence
Q3) Air Miles sending permission-based text alerts customized by transaction activity to encourage shopping at affiliated sponsors is an example of:
A) SMS advertising.
B) cooperative advertising.
C) digital partnership.
D) mobile display advertising.
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Chapter 18: Regulatory, Ethical, Social, and Economic Issues
for Imc
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Sample Questions
Q1) Which of the following principles is NOT one of the guidelines that a member of the Association of Canadian Advertisers should use in preparing and evaluating its ads?
A) advertisers must behave responsibly
B) advertisers forego their right to freedom of speech in order to not offend or mislead consumers
C) advertisers make an important contribution to the Canadian economy of culture
D) advertisers support a vibrant, competitive economy
Q2) CRTC gender portrayal guidelines pertain to each of the following overall clauses EXCEPT:
A) sexuality.
B) decision making.
C) ageism.
D) violence.
Q3) Many economists argue that advertising can have a detrimental effect on competition by:
A) creating barriers to entry that results in less competition and higher prices
B) allowing unfair comparative advertising
C) minimizing the importance of pricing and distribution strategy
D) lessening the importance of good budgeting strategies
Page 20
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