Promotion Management Test Bank

Course Introduction

Promotion Management explores the strategic role of promotional activities within the broader framework of marketing communications. The course examines the planning, implementation, and evaluation of various promotional tools, including advertising, sales promotion, public relations, direct marketing, and digital communications. Students learn to develop integrated promotional strategies aimed at enhancing brand equity, influencing consumer behavior, and achieving organizational objectives. Emphasis is placed on understanding target audiences, media selection, creative message development, budget allocation, and measuring promotional effectiveness in both traditional and digital environments.

Recommended Textbook

Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth

Available Study Resources on Quizplus

15 Chapters

3080 Verified Questions

3080 Flashcards

Source URL: https://quizplus.com/study-set/1442

Page 2

Chapter 1: Integrated Marketing Communications

Available Study Resources on Quizplus for this Chatper

114 Verified Questions

114 Flashcards

Source URL: https://quizplus.com/quiz/28625

Sample Questions

Q1) To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it:

A)is developing additional products.

B)has found new customers to buy products.

C)has new locations.

D)sells superior products.

Answer: D

Q2) The following are examples of communication noise except:

A)driving while listening to the radio.

B)scanning the newspaper for articles to read.

C)scrolling past internet ads without looking at them.

D)examining an advertisement in a magazine.

Answer: D

Q3) Susan researched the internet for information about the best brands of stereos. She has also visited the Best Buy retail store. This is an example of retailers holding more channel power.

A)True

B)False

Answer: False

To view all questions and flashcards with answers, click on the resource link above.

Page 3

Chapter 2: Corporate Image and Brand Management

Available Study Resources on Quizplus for this Chatper

204 Verified Questions

204 Flashcards

Source URL: https://quizplus.com/quiz/28632

Sample Questions

Q1) Labels on packages serve the following purposes, except:

A)provide legal requirements in terms of content.

B)provide consumers with pricing per unit information.

C)another marketing opportunity to reach consumers.

D)provide warranty and guarantee information.

Answer: B

Q2) When expanding internationally, an adaptation strategy means using the same brand name and products across all countries.

A)True

B)False

Answer: False

Q3) Describe the differences between brand extensions and flanker brands.

Answer: Brand extensions use an established brand name on goods or services not related to a core brand. Flanker brands are brands used by a company in a category in which the company currently has an offering.

Q4) A brand image contains both visible and intangible elements.

A)True

B)False

Answer: True

To view all questions and flashcards with answers, click on the resource link above. Page 4

Chapter 3: Buyer Behaviors

Available Study Resources on Quizplus for this Chatper

210 Verified Questions

210 Flashcards

Source URL: https://quizplus.com/quiz/28633

Sample Questions

Q1) An evoked set consists of the inept set and the inert set.

A)True

B)False

Answer: False

Q2) Strong brands are not as important in the global market because price is often the deciding factor.

A)True

B)False

Answer: False

Q3) If bids are taken at the end of each year's contractual agreement with a company's vendors, then each time the company engages in this activity, it is considered a straight rebuy purchase.

A)True

B)False

Answer: False

Q4) The first step in the buying decision-making process is an internal search for information.

A)True

B)False

Answer: False

Page 5

To view all questions and flashcards with answers, click on the resource link above.

Chapter 4: The Imc Planning Process

Available Study Resources on Quizplus for this Chatper

213 Verified Questions

213 Flashcards

Source URL: https://quizplus.com/quiz/28634

Sample Questions

Q1) Successful ethnic marketing requires:

A)hiring ethnically-owned marketing and advertising agencies.

B)translating English speaking ads into Spanish or native language of the ethnic group.

C)understanding the various ethnic groups and writing marketing communications that speak to their specific values and cultures.

D)using ethnically-owned media outlets.

Q2) If a company sends direct mail only to zip codes in communities that match a firm's best customer profiles, it is using which type of segmentation?

A)Demographic

B)Psychographic

C)Geographic

D)Geodemographic

Q3) Consumers within a market segment tend to be homogeneous, which means they are different.

A)True

B)False

Q4) What are the characteristics of a viable market segment?

Q5) Describe the customer value approach to business-to-business segmentation.

To view all questions and flashcards with answers, click on the resource link above. Page 6

Chapter 5: Advertising Management

Available Study Resources on Quizplus for this Chatper

237 Verified Questions

237 Flashcards

Source URL: https://quizplus.com/quiz/28635

Sample Questions

Q1) The hierarchy of effects model aids in clarifying the target audience of an advertising campaign and the development of individual ads.

A)True

B)False

Q2) Describe the work of the creative in creating an advertising campaign.

Q3) The 75-15-10 rule suggests that 75 percent of the money spent on advertising should be spent for media buys.

A)True

B)False

Q4) One criticism of the hierarchy of effects model is that when making purchases, consumers and businesses do not always follow the six steps in a sequential order.

A)True

B)False

Q5) Normally, every company that asks to be considered for an advertising campaign will prepare a creative pitch as part of the application.

A)True

B)False

Q6) What are the advantages of hiring an external advertising agency?

To view all questions and flashcards with answers, click on the resource link above. Page 7

Chapter 6: Advertising Design

Available Study Resources on Quizplus for this Chatper

280 Verified Questions

280 Flashcards

Source URL: https://quizplus.com/quiz/28636

Sample Questions

Q1) One of the major keys to successfully using the informative execution is:

A)using customers in the ad.

B)placement of the ad.

C)the selection of the right media.

D)the type of appeal that is used.

Q2) What roles can music play in advertisements?

Q3) A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using the which type of execution?

A)Resonance

B)Slice-of-life

C)Fantasy

D)Hyperbole

Q4) Name the executional frameworks advertisers can utilize.

Q5) Conative message strategies utilize an attitude formation sequence of:

A)affective conative cognitive.

B)conative cognitive affective.

C)cognitive conative affective.

D)affective cognitive conative.

Q6) What four types of sources or spokespersons can advertisers utilize?

Q7) Name the ways to present claims in authoritative executions.

To view all questions and flashcards with answers, click on the resource link above. Page 8

Chapter 7: Traditional Media Channels

Available Study Resources on Quizplus for this Chatper

226 Verified Questions

226 Flashcards

Source URL: https://quizplus.com/quiz/28637

Sample Questions

Q1) Successful marketing involves identifying target markets and the right media to reach the members of those markets.

A)True

B)False

Q2) Which of the following is the most commonly used measure in media planning?

A)Reach

B)Opportunity to see (OTS)

C)Gross rating points (GRP)

D)Cost per thousand (CPM)

Q3) The traditional three-exposure hypothesis is based on:

A)selective attention exposure.

B)effective reach and effective frequency.

C)intrusion value.

D)media multiplier effect.

Q4) Identify the components of a media plan.

Q5) The media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.

A)True

B)False

To view all questions and flashcards with answers, click on the resource link above. Page 9

Chapter 8: Digital Marketing

Available Study Resources on Quizplus for this Chatper

215 Verified Questions

215 Flashcards

Source URL: https://quizplus.com/quiz/28638

Sample Questions

Q1) Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

A)True

B)False

Q2) What consumer concerns influence e-commerce online purchasing?

Q3) Targeting consumers around a specific retail location on their mobile devices is the location-based advertising method of:

A)audience targeting.

B)geo-aware advertising.

C)geo-fencing.

D)geo-targeting by DMA.

Q4) Of the following market segments, the best to target with an email campaign would be individuals:

A)within a specific geographic area around a retail store.

B)who had purchased a competing brand.

C)who had visited a website for the first time.

D)who had abandoned a shopping cart with items in it.

Q5) E-commerce focuses on selling goods or services on the internet.

A)True

B)False

To view all questions and flashcards with answers, click on the resource link above.

Chapter 9: Social Media

Available Study Resources on Quizplus for this Chatper

186 Verified Questions

186 Flashcards

Source URL: https://quizplus.com/quiz/28639

Sample Questions

Q1) For Twitter, marketing professionals believe the most valuable social media metric is: A)likes.

B)shares.

C)retweets.

D)brand buzz.

Q2) The social media networking site most likely to influence purchases is:

A)brand websites.

B)blogs.

C)retail websites.

D)Facebook.

Q3) Give a broad overview of Facebook and its appeal to marketers.

Q4) If the content or comments made in social media about a brand match the search terms used by consumers, the quality of those interactions examined by search engine algorithms is increased.

A)True

B)False

Q5) Viral marketing campaigns can utilize email or blogs.

A)True

B)False

To view all questions and flashcards with answers, click on the resource link above. Page 11

Chapter 10: Alternative Marketing

Available Study Resources on Quizplus for this Chatper

202 Verified Questions

202 Flashcards

Source URL: https://quizplus.com/quiz/28626

Sample Questions

Q1) In most instances, the impact on sales of a product placement is:

A)immediate and large.

B)immediate but small.

C)not immediate.

D)unlikely to occur.

Q2) Each of the following would be considered alternative media except:

A)local and state government facilities.

B)billboards.

C)escalators.

D)shopping bags.

Q3) Through interactive marketing techniques and social media, a company's marketing team can create a brand community around each of its brands.

A)True

B)False

Q4) Which statement about advergames is false?

A)They are video games to be played on branded websites

B)Advergames are usually placed on free gaming portals

C)Consumers do not have positive feelings about brands that sponsor advergames

D)The social gaming market attracts advertisers

Q5) Identify the forms of video game advertising.

To view all questions and flashcards with answers, click on the resource link above. Page 12

Chapter 11: Database and Direct Response Marketing and Personal Selling

Available Study Resources on Quizplus for this Chatper

208 Verified Questions

208 Flashcards

Source URL: https://quizplus.com/quiz/28627

Sample Questions

Q1) In calculating the lifetime value of a market segment, the figures that are the most difficult to obtain are:

A)retention rates.

B)fixed and variable costs.

C)database costs and acquisition costs.

D)marketing and advertising costs.

Q2) The sales presentation approach that resembles a joint-venture is the problem-solution approach.

A)True

B)False

Q3) The number one reason consumers remain in permission marketing programs is:

A)they receive account status updates.

B)contests and sweepstakes being offered.

C)price bargains offered.

D)the content is interesting.

Q4) In terms of generating leads for personal selling, the best method is:

A)networking.

B)referrals.

C)database-generated leads.

D)directories.

To view all questions and flashcards with answers, click on the resource link above. Page 13

Chapter 12: Sales Promotions

Available Study Resources on Quizplus for this Chatper

208 Verified Questions

208 Flashcards

Source URL: https://quizplus.com/quiz/28628

Sample Questions

Q1) For ongoing products in highly-competitive markets, a bonus pack is an effective method of maintaining brand loyalty and reducing brand switching at a minimal cost.

A)True

B)False

Q2) A scanner-delivered coupon is often given for a competing brand to encourage brand-switching.

A)True

B)False

Q3) Rewards given to channel members such as brokers, retail salespeople, and others as prizes for winning a contest are known as:

A)slotting fees.

B)volume incentives.

C)spiff money.

D)pay for play.

Q4) Trade allowances include each of the following except:

A)off-invoice allowance.

B)exit fees.

C)trade shows.

D)slotting fees.

To view all questions and flashcards with answers, click on the resource link above. Page 14

Chapter 13: Public Relations and Sponsorship Programs

Available Study Resources on Quizplus for this Chatper

211 Verified Questions

211 Flashcards

Source URL: https://quizplus.com/quiz/28629

Sample Questions

Q1) Describe sponsorship marketing.

Q2) Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

A)True

B)False

Q3) Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy.

A)True

B)False

Q4) Most company leaders do a thorough job of understanding the corporation's reputation.

A)True

B)False

Q5) To spread negative information about a company or brand using the internet, an individual can utilize email, chat rooms, rogue websites, and blogs.

A)True

B)False

Q6) Define purpose or pro-social marketing.

To view all questions and flashcards with answers, click on the resource link above. Page 15

Chapter 14: Regulations and Ethical Concerns

Available Study Resources on Quizplus for this Chatper

197 Verified Questions

197 Flashcards

Source URL: https://quizplus.com/quiz/28630

Sample Questions

Q1) When marketing products to other businesses through personal selling or trade shows, one ethical issue that arises is in regard to the use of gifts and or/bribes.

A)True

B)False

Q2) Brand infringement occurs when a company creates a brand name that closely resembles a popular or successful brand.

A)True

B)False

Q3) If the National Advertising Division finds an advertisement has not been properly substantiated, the NAD normally will:

A)issue a consent order.

B)issue a cease and desist order.

C)refer the case to the FTC for regulatory action.

D)ask the advertiser to modify the ad or discontinue using the ad.

Q4) In Islamic countries, the form of law that is used is called theocratic law.

A)True

B)False

Q5) What is a trade regulation ruling?

Q6) What criteria must be met to deem an advertisement deceptive or misleading?

Page 16

To view all questions and flashcards with answers, click on the resource link above.

Chapter 15: Evaluating an Integrated Marketing Program

Available Study Resources on Quizplus for this Chatper

169 Verified Questions

169 Flashcards

Source URL: https://quizplus.com/quiz/28631

Sample Questions

Q1) The real advantage of cognitive neuroscience to marketers is that it enables marketers to understand how information is processed, where it is being processed in the brain, and how the individual reacts to an ad or marketing piece.

A)True

B)False

Q2) Length of engagement measures the proportion of ad impressions that result in a user engaging with an online ad, such as clicking it or just moving the mouse over it.

A)True

B)False

Q3) For coupons, contests, sweepstakes, and other types of consumer promotions, brand attitude is an effective method of measuring impact.

A)True

B)False

Q4) When copytesting print ads, researchers often use which type of approach?

A)Portfolio test

B)Theater test

C)Regulatory test

D)Cognitive neuroscience

To view all questions and flashcards with answers, click on the resource link above.