Promotion Management Test Preparation
Course Introduction
Promotion Management explores the strategic role of promotional activities within the broader context of marketing. The course covers the planning, implementation, and evaluation of both traditional and digital promotional tools, including advertising, sales promotion, public relations, personal selling, and direct marketing. Students will learn how to develop integrated promotional campaigns that align with brand objectives and reach target audiences effectively. Emphasis is placed on message development, budgeting, media selection, and the assessment of promotional effectiveness. The course prepares students to create innovative promotional strategies and manage campaigns in a dynamic marketplace.
Recommended Textbook
Verified Questions 2396 Flashcards
Source URL: https://quizplus.com/study-set/2049 Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/40789
Sample Questions
Q1) Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com.(https://www.armandhammer.com/en/personal-care)
Through the use of IMC, Arm & Hammer is hoping to create _____ for its
A)brand adaptation
B)laggard adoption
C)mass customization
D)brand identity
E)cognitive dissonance
Answer: D
To view all questions and flashcards with answers, click on the resource link above.
3
Chapter 2: The Role of Imc in the Marketing Process
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/40788
Sample Questions
Q1) The market segmentation process:
A)divides a market into distinct groups that have heterogeneous needs
B)divides a market into distinct groups that will respond similarly to marketing actions
C)offers one version of the product to all markets
D)identifies markets with unfulfilled needs
E)positions products in the minds of prospects and customers
Answer: B
Q2) _____ is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.
A)Target marketing
B)Benefit segmentation
C)Undifferentiated marketing
D)Demographic segmentation
E)Positioning
Answer: E
To view all questions and flashcards with answers, click on the resource link above.
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/40787
Sample Questions
Q1) The traditional method of compensating ad agencies is with:
A)the commission system
B)hourly billings
C)the fee system
D)the straight salary method
E)the objective-and-task compensation system
Answer: A
Q2) When the client assumes the entire promotional function,it is said to operate:
A)on a client management basis
B)on a creative and functional basis
C)as an in-house agency
D)as a full-service system
E)as a self-sufficient agency
Answer: C
To view all questions and flashcards with answers, click on the resource link above.
5
Chapter 4: Perspectives on Consumer Behavior
Available Study Resources on Quizplus for this Chatper
114 Verified Questions
114 Flashcards
Source URL: https://quizplus.com/quiz/40786
Sample Questions
Q1) Through the use of mnemonics,advertisers hope consumers will engage in _____ when they see the advertisements.
A)selective attention
B)selective exposure
C)selective comprehension
D)selective retention
E)subliminal perception
Q2) On a trip to Spokane,Joy experienced car trouble.She knew she needed to find a good mechanic,so she asked the advice of the people running the motel where she was staying.She also called the local Better Business Bureau to help and looked in the local Yellow Pages.Finally,she called a friend who used to live in Spokane for his recommendation.Joy was obviously engaged in which stage of the consumer decision making process?
A)problem recognition
B)information search
C)postpurchase evaluation
D)subliminal problem avoidance
E)purchase decision
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: The Communication Process
Available Study Resources on Quizplus for this Chatper
132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40785
Sample Questions
Q1) Which of the following response hierarchy models includes a cognitive stage?
A)the AIDA model
B)the hierarchy of effects model
C)the innovation-adoption model
D)the information processing model
E)all of the above
Q2) When actresses from the television show Desperate Housewives appear in a commercial endorsing Garnier Lumia hair products,the message source is:
A)the television network showing the commercial
B)the television program that the advertising provides financial support for
C)the actresses
D)consumers who view the commercial
E)Desperate Housewives
Q3) Geico's gecko,the Green Giant,and the AFLAC duck are examples of:
A)visual image personalities
B)affective characters
C)selectively remembered personalities
D)high-involvement advertising appeals
E)cognitively processed characters
To view all questions and flashcards with answers, click on the resource link above.
Page 7
Chapter 6: Source,message,and Channel Factors
Available Study Resources on Quizplus for this Chatper
133 Verified Questions
133 Flashcards
Source URL: https://quizplus.com/quiz/40784
Sample Questions
Q1) Most advertisers refuse to use two-sided messages because they:
A)are concerned about the impact of a two-sided message on source credibility
B)are concerned over presenting only the negative attributes of their brands
C)are concerned over the negative effects of acknowledging a weakness in their brand
D)have been proven ineffective by a number of different advertising research studies
E)cause consumers to expect more than any product can offer
Q2) All nonprogram material that appears in a broadcast environment including commercials,public service announcements,and promotions for upcoming programs contribute to the _____ problem:
A)message comparison phenomenon
B)comparative advertising
C)clutter
D)media reduction
E)quantitative media effect
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/40783
Sample Questions
Q1) Which of the following statements best describes the relationship between marketing and communications objectives?
A)Marketing objectives and communications objectives are synonymous.
B)Marketing objectives evolve from communication objectives.
C)Communications objectives are derived from marketing objectives.
D)For a successful campaign,communications objectives can be developed before or after the development of marketing objectives.
E)There is no relationship between the two.
Q2) Pace Foods had a goal of expanding its business beyond its traditional Texas market base. This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _____ objective:
A)communication;marketing
B)communication;positioning
C)marketing;communication
D)positioning;organizational
E)advertising;functional
To view all questions and flashcards with answers, click on the resource link above.
9
Chapter 8: Creative Strategy: Planning and Development
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/40782
Sample Questions
Q1) Inna has been hired to promote a membership-only genealogical Web site,which provides demographic information on over one billion people.She has gathered together all the relevant environmental information and has studied the product as closely as possible.Now it is time for the _____ stage of the creative process.She needs to work on another project and put the genealogical project completely out of her conscious mind.Her subconscious needs time to work on a solution.
A)preparation
B)digestion
C)incubation
D)illumination
E)verification
Q2) Procter & Gamble markets Tide,Cheer,Gain,Dash,Bold 3 and Ivory Snow detergents to a variety of different target markets.P&G advertises these different brands using what type of creative strategy?
A)inherent drama
B)brand image
C)unique selling proposition
D)positioning
E)repositioning
To view all questions and flashcards with answers, click on the resource link above.
Page 10
Chapter 9: Creative Strategy: Implementation and Evaluation
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/40781
Sample Questions
Q1) The audio portion of a commercial is often presented through the use of a(n):
A)layout
B)voice-over
C)illustration
D)headline
E)jingle
Q2) _____ is the words in the leading position of a print advertisement that are likely to be read first.
A)A headline
B)Body copy
C)Subheads
D)Layout
E)Primary copy
Q3) _____ are the print ad components used to break up large amounts of copy and highlight key selling points.
A)Headlines
B)Subheads
C)Illustrations
D)Layouts
E)Voice-overs
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Media Planning and Strategy
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/40780
Sample Questions
Q1) Media planning is not an easy task.Which of the following is a reason why media planning is so difficult?
A)information overload
B)product life cycles differences
C)media objectives conflict with communication objectives
D)time pressures inhibit proper planning
E)all of the above
Q2) The biggest change in media advertising is increased use of:
A)branded entertainment
B)Internet advertising
C)satellite radio
D)product placements
E)cable television
Q3) USA Today,Sports Illustrated,and Tonight Show with Jay Leno are all examples of:
A)media strategies
B)media that have sweeps periods
C)media vehicles
D)communications decoders
E)physical distribution channels
To view all questions and flashcards with answers, click on the resource link above.
Page 12
Chapter 11: Evaluation of Broadcast Media
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/40779
Sample Questions
Q1) Which of the following statements about radio as an advertising medium is true?
A)Almost 50 percent of all radio revenue comes from network advertising.
B)Radio has evolved into primarily a local advertising medium.
C)Radio advertising revenue has been steadily declining for the last 20 years.
D)One of the main weaknesses of radio as an advertising medium is the high production costs.
E)All of the above statements about radio as an advertising medium are true.
Q2) The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S.watched American Idol last week even though only half of the households were actually watching television during this time period.The program rating for the show is approximately:
A)18
B)21
C)29
D)42
E)cannot be determined from the information given
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Evaluation of Print Media
Available Study Resources on Quizplus for this Chatper
145 Verified Questions
145 Flashcards
Source URL: https://quizplus.com/quiz/40778
Sample Questions
Q1) Avia makes athletic shoes.Avia's marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States.These individuals would be willing to pay over $200 for a good pair of running shoes.To reach this market,the best media option would probably be:
A)regional editions of general interest magazines such as Time or Newsweek
B)the sports section of national newspapers such as USA Today
C)regional editions of general sports magazines such as a Sports Illustrated
D)regional editions of specialty magazines such as Runner's World
E)local television
Q2) Advertisers who are seeking broad reach and frequency in their media schedules:
A)find magazines very effective since individual publications reach a very broad target audience
B)can use monthly magazines to easily obtain desired frequency
C)must purchase space in a number of different magazines since most publications have thin penetration of households
D)need to advertise repeatedly in the same magazine
E)will find broad reach and frequency an easy goal to accomplish with magazines
To view all questions and flashcards with answers, click on the resource link above.
Page 14
Chapter 13: Support Media
Available Study Resources on Quizplus for this Chatper
83 Verified Questions
83 Flashcards
Source URL: https://quizplus.com/quiz/40777
Sample Questions
Q1) A company wishing to advertise to a very specific target market with a message designed to aid comprehension of the product benefits offered should use:
A)transit advertising
B)billboards
C)rolling boards
D)aerial advertising
E)none of the above
Q2) Airplanes pulling banners,blimps and skywriting are all examples of:
A)sales promotions
B)flighting
C)aerial advertising
D)stationary advertising
E)free-form advertising
Q3) Which of the following is a disadvantage associated with transit advertising?
A)copy and creative limitations
B)waste coverage
C)ineffective reach
D)unreceptive mood of target audience
E)all of the above
To view all questions and flashcards with answers, click on the resource link above.
Page 15
Chapter 14: Direct Marketing
Available Study Resources on Quizplus for this Chatper
66 Verified Questions
66 Flashcards
Source URL: https://quizplus.com/quiz/40776
Sample Questions
Q1) The major impetus behind the growth of direct marketing was the:
A)increase in the number of working women
B)invention of the printing press
C)development and expansion of the U.S.Postal Service
D)development of multinational companies and international markets
E)law that mandated public education
Q2) Disadvantages inherent in the use direct marketing include:
A)difficulty in obtaining effectiveness measurements
B)poor image factors
C)lack of flexibility
D)difficulty in acquiring TV time
E)all of the above
Q3) Market segmentation in the direct marketing industry:
A)is not a viable strategy
B)is used effectively by only a few large companies
C)is considered less efficient than mass mailings
D)is directly tied to the mailing list
E)is unnecessary because demographic and geographic selectivity exist without any segmentation
To view all questions and flashcards with answers, click on the resource link above.
Page 16
Chapter 15: The Internet and Interactive Media
Available Study Resources on Quizplus for this Chatper
76 Verified Questions
76 Flashcards
Source URL: https://quizplus.com/quiz/40775
Sample Questions
Q1) The Internet:
A)is accessible to anyone with a computer and a modem
B)was developed by the U.S.Defense Department
C)is a worldwide means of exchanging information
D)uses a series of interconnected computers
E)is accurately described by all of the above
Q2) Which of the following methods of measuring effectiveness of advertising on the Web has become the universally accepted method adopted by ad agencies?
A)hits
B)clicks
C)impressions/page views
D)click-through rate
E)none of the above
Q3) Compared to growth in total media advertising,in 2006 Internet advertising:
A)grew at a rate nearly ten times that of total media
B)grew at about the same rate as total media advertising
C)finally grew faster than total media advertising
D)declined as consumers pulled back from Internet usage
E)declined as consumers responded to the housing market crisis
To view all questions and flashcards with answers, click on the resource link above.
Page 17
Chapter 16: Sales Promotion
Available Study Resources on Quizplus for this Chatper
161 Verified Questions
161 Flashcards
Source URL: https://quizplus.com/quiz/40774
Sample Questions
Q1) Which of the following couponing methods allows companies to reach users of competitive brands rather than consumers who already use their brand?
A)on-package coupons
B)freestanding inserts
C)instant coupon machines at point-of-purchase
D)checkout coupons
E)all of the above
Q2) Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand?
A)a free tube of Colgate toothpaste in a box of Life cereal
B)a pack of baseball cards in a box of Cheerios cereal
C)a free sport bottle with the purchase of a four-pack of Gatorade
D)a dish towel in a box of Tide laundry detergent
E)a pack of golf tees inside a box of golf balls
To view all questions and flashcards with answers, click on the resource link above.
Chapter 17: Public Relations,Publicity,and Corporate Advertising
Available Study Resources on Quizplus for this Chatper
83 Verified Questions
83 Flashcards
Source URL: https://quizplus.com/quiz/40773
Sample Questions
Q1) An advertiser who is "managing the buzz" is dealing with something that is a topic of conversation for lots of consumers-it is what is hot in society.In terms of the promotional mix,"managing the buzz" would be most closely associated with:
A)corporate advertising
B)sales promotions
C)personal selling
D)publicity and public relations
E)direct-response advertising
Q2) Liberty Mutual Insurance paid for an ad supporting the efforts of Students Against Drunk Driving (SADD) and safe teen driving.This ad was an example of:
A)advocacy advertising
B)cause-related marketing
C)publicity
D)advertorial marketing
E)transactional marketing
To view all questions and flashcards with answers, click on the resource link above.
Page 19
Chapter 18: Personal Selling
Available Study Resources on Quizplus for this Chatper
73 Verified Questions
73 Flashcards
Source URL: https://quizplus.com/quiz/40772
Sample Questions
Q1) The number of sales calls required to close a sale is highest for which of the following industries?
A)clothing
B)food service
C)computer manufacturing
D)agricultural
E)insurance
Q2) Which of the following is NOT an advantage of personal selling?
A)the ability to partner with the customer
B)the ability to tailor the sales message
C)the lack of distraction
D)low cost
E)the ability to engage in two-way interaction
Q3) Which of the following types of selling jobs involves creative selling but not actual order taking?
A)telemarketer
B)route salesperson
C)order taker
D)inside salesperson
E)missionary salesperson
To view all questions and flashcards with answers, click on the resource link above. Page 20
Chapter 19: Measuring the Effectiveness of the Promotional Program
Available Study Resources on Quizplus for this Chatper
90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/40771
Sample Questions
Q1) In a field test,the firm:
A)makes a final assessment of an ad before committing any money to media
B)sacrifices control in order to assess the ad's real world impact
C)evaluates the ability of the ad to communicate key issues correctly
D)obtains quick and inexpensive feedback about the ad's impact
E)does none of the above
Q2) Commercials and print ads are post-tested to:
A)gain relatively inexpensive feedback
B)avoid the use of surveys
C)determine if a campaign is accomplishing the objectives sought
D)determine if the organization's mission statement needs to be modified
E)locate new product ideas
Q3) One of the primary benefits inherent in using tracking studies to measure ad effectiveness is:
A)high level of efficiency
B)low cost
C)the ability to tailor the measures to each campaign or situation
D)its timeliness
E)the speed with which results can be gathered and tabulated
Page 21
To view all questions and flashcards with answers, click on the resource link above.
Chapter 20: International Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/40770
Sample Questions
Q1) Gillette had a worldwide advertising campaign for its Sensor razors using an ad campaign theme of "Gillette--the best a man can get." Some of the ads featured sports stars from the host country rather than using only one sports star in all of the ads. This is an example of a(n):
A)localized advertising approach
B)application of the "think global,act regionally" approach to international advertising
C)totally global or standardized approach
D)totally customized approach
E)ethnocentric approach to advertising
Q2) The main incentive for the growth of direct broadcast satellite networks is:
A)the ratification of the Maastricht Treaty
B)language differences that do not match borders
C)limited program choices and advertising opportunities on government-controlled stations
D)the Asian recession
E)the passage of NAFTA
To view all questions and flashcards with answers, click on the resource link above.
22
Chapter 21: Regulation of Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/40769
Sample Questions
Q1) Champion Sportswear has developed a "Super Bowl Sweepstakes" that it plans to promote.To avoid having this promotion classified as a lottery,Champion should:
A)require that consumers make a purchase of one of their products as a condition for entering the sweepstakes
B)offer only merchandise and no cash as part of the sweepstakes prizes
C)not require that consumers make a purchase of one of their products as a condition for entering the sweepstakes
D)run the promotion only in the state where the Super Bowl is being held
E)do none of the above
Q2) Which type of advertising claim is most likely to result in one company suing another under the Lanham Act?
A)humorous appeals
B)comparative advertising claims
C)slice-of-life executions
D)puffery claims
E)fear appeals
To view all questions and flashcards with answers, click on the resource link above.
23
Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/40768
Sample Questions
Q1) Which of the following describes the use of sexual appeals in advertising?
A)Sexual appeals are typically relevant and appropriate for the product being advertised.
B)Sexual appeals are often criticized because they often contain nudity or use sexually suggestive ads.
C)Sexual appeals to not demean men or women.
D)Of all the types of advertising appeals,sexual appeals have received the least criticism.
E)All of the above describe the use of sexual appeals in advertising.
Q2) It has been argued that marketing and advertising should embrace multicultural marketing and diversity because these firms:
A)have abundant resources and can afford to target infinite numbers of niche markets
B)the lack of diversity among their employees and ad agencies and therefore should compensate by expanding ethnocentrism
C)operate on the cutting edge of social evolution
D)government regulations require them to do so
E)will gain greater respect among industry members by doing so
To view all questions and flashcards with answers, click on the resource link above.
Page 24