Promotion Strategy
Exam Practice Tests
Course Introduction
Promotion Strategy examines the theories, principles, and practices involved in effectively communicating a product, service, or brand to target audiences. The course covers the role of promotion within the broader marketing mix, exploring tools such as advertising, sales promotion, public relations, direct marketing, personal selling, and emerging digital channels. Students learn to develop integrated promotional campaigns, set clear communication objectives, allocate budgets, and evaluate effectiveness using key performance indicators. Through case studies and practical projects, the course emphasizes strategic decision-making for maximizing promotional impact in competitive market environments.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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15 Chapters
3080 Verified Questions
3080 Flashcards
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Page 2
Chapter 1: Integrated Marketing Communications
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114 Verified Questions
114 Flashcards
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Sample Questions
Q1) Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach.
A)True
B)False
Answer: True
Q2) In addition to the traditional elements of advertising, sales promotions, and personal selling, promotional activities now include activities such as database marketing, direct response marketing, sponsorship, and public relations programs.
A)True
B)False Answer: True
Q3) In the past, Bruce bought Kleenex brand tissues, but he has now decided that all tissue brands are pretty much the same. This is an example of brand parity.
A)True
B)False
Answer: True
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Chapter 2: Corporate Image and Brand Management
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) When you know other people have purchased the same brand that you are buying, the feeling is called:
A)social acceptance.
B)reliability.
C)cognitive dissonance.
D)brand recognition.
Answer: A
Q2) The image a brand tries to project should accurately portray an image the firm desires. It does not have to coincide with the goods and services being offered.
A)True
B)False
Answer: False
Q3) What a firm's employees believe about a brand's image is more important than what consumers think.
A)True
B)False
Answer: False
Q4) What are the four types of brand names?
Answer: Overt names, implied names, conceptual names, iconoclastic names.
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Chapter 3: Buyer Behaviors
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210 Verified Questions
210 Flashcards
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Sample Questions
Q1) During the external information search process, consumers with high levels of involvement tend to spend:
A)more time searching for external information.
B)less time searching for external information.
C)greater emotional energy studying external and internal information.
D)more time shopping in retail stores.
Answer: A
Q2) The group of people who make a business-to-business purchasing decision on behalf of a company is called the:
A)deciders.
B)marketing team.
C)institutional buyers.
D)buying center.
Answer: D
Q3) Most buying center members are able to avoid personality factors from affecting decisions by using decision rules called heuristics.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The Imc Planning Process
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213 Verified Questions
213 Flashcards
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Sample Questions
Q1) Which method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales, profits, and other factors?
A)Meet the competition
B)Objective and task
C)Payout planning
D)Quantitative models
Q2) A set of businesses or groups of individual consumers with distinct characteristics is a(n):
A)differentiated group.
B)production department.
C)market segment.
D)manufacturing system.
Q3) Market segmentation identifies specific groups of consumers or businesses based on needs, attitudes, and interests.
A)True
B)False
Q4) What are the methods of segmenting business-to-business markets?
Q5) Demographic segmentation involves analysis of which variables?
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Chapter 5: Advertising Management
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237 Verified Questions
237 Flashcards
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Sample
Questions
Q1) A marginal analysis is used to portray how returns on additional advertising expenditures are related to incremental increases in sales.
A)True
B)False
Q2) Pepsi and Coke both have reached the point that investing more dollars in advertising yields smaller increases in sales. Which is present?
A)Decay effects
B)Threshold effects
C)Concave downward function
D)Carryover effect
Q3) Advertising agencies offer each of the following advantages except:
A)potentially lower costs due to efficiency.
B)better understanding of the product and how it is used by consumers.
C)greater expertise and access to top creative talent.
D)perspective of an outsider.
Q4) Explain the concept of visual Esperanto.
Q5) A traffic manager is the person who schedules media for advertising.
A)True
B)False
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Chapter 6: Advertising Design
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280 Verified Questions
280 Flashcards
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Sample
Questions
Q1) According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were:
A)somewhat or very interesting.
B)not interesting.
C)very influential in their purchase decisions.
D)somewhat influential in their purchase decisions.
Q2) Each of the following is a type of appeal that can be used in designing ads except:
A)music.
B)cognitive.
C)rationality.
D)emotion.
Q3) Informative executions work best for low-involvement products.
A)True
B)False
Q4) A hyperbole message strategy involves an explicit, testable claim of uniqueness or superiority.
A)True
B)False
Q5) What are the two types of affective message strategies? Define both.
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Chapter 7: Traditional Media Channels
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226 Verified Questions
226 Flashcards
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Sample Questions
Q1) The three-exposure hypothesis suggests that:
A)ads in three different media need to be used to have the maximum impact.
B)a minimum of three exposures to an ad is necessary to be effective.
C)a maximum of three exposures to an ad is necessary to be effective.
D)three exposures to an ad will only work if the person viewing the ad is in the market for that particular product.
Q2) CPRP stands for:
A)cost per rotation program.
B)closest programmed ratings plan.
C)cost per rating point.
D)cumulative program for ratings points.
Q3) C3 ratings suggest that ads placed in which of the following situations of a pod generate the lowest awareness among ads in the pod sequence?
A)In the first position
B)Near the beginning
C)In the middle
D)At the end
Q4) What are the primary disadvantages of television advertising?
Q5) Identify the components of a media plan.
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Chapter 8: Digital Marketing
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215 Verified Questions
215 Flashcards
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Sample Questions
Q1) Brand engagement for an e-commerce website can be obtained using each of the following except:
A)blogs.
B)feedback applications.
C)channel integration.
D)customer reviews.
Q2) In terms of the evolution of the internet, Web 4.0:
A)creates static content that includes customer involvement.
B)generates instant communication that helped improve customer service.
C)creates online communities that connect buyers and sellers.
D)features brand engagement, social media, and customer-generated reviews.
Q3) The most common form of location-based advertising is geo-fencing.
A)True
B)False
Q4) Interactive marketing emphasizes two primary activities. First, it allows marketers to target individuals with personalized messages. Second, it:
A)permits direct marketing that has been customized.
B)allows a company to personalize its website.
C)engages the consumer with the company and product in some way.
D)allows for modifying the product to fit the needs of the consumer.
Page 10
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Chapter 9: Social Media
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186 Verified Questions
186 Flashcards
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Sample Questions
Q1) American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:
A)pre-roll.
B)mid-roll.
C)post-roll.
D)either mid-roll or post-roll.
Q2) Instagram presents the largest source of display ads of all social networks.
A)True
B)False
Q3) Using social media to engage females with the Hooter's brand was a wise strategic decision because:
A)it offers two-way communication while advertising is one-way communication.
B)social media is better for enhancing brand image than advertising.
C)social media provides a means to support giveaways and consumer promotions.
D)overall, females are heavier users of social media than males.
Q4) What is viral marketing and what are the keys to a successful viral campaign?
Q5) Explain the terms "social network" and "social media marketing."
Q6) Describe influencer marketing.
Q7) Identify the major categories of social networks and describe each.
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Chapter 10: Alternative Marketing
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202 Verified Questions
202 Flashcards
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Sample Questions
Q1) Identifying marketing methods associated with the hobbies and entertainment venues of a target market is:
A)product placement.
B)lifestyle marketing.
C)branded entertainment.
D)guerilla marketing.
Q2) Retailers prefer digital interactive point-of-purchase displays that consumers will notice and that have the capability of changing the message.
A)True
B)False
Q3) The alternative marketing program that emphasizes consumers passing along information about a product to other consumers is:
A)guerilla marketing.
B)lifestyle marketing.
C)product placement.
D)buzz marketing.
Q4) What is guerilla marketing? How is it different from traditional marketing?
Q5) Describe branded entertainment.
Q6) What is lifestyle marketing?
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) Coding of customer data can produce information that can be used to group customers into clusters based on a wide variety of criteria.
A)True
B)False
Q2) Using identification IDs and passwords on a website for customers allow for each of the following customer benefits except:
A)the customer can be greeted personally, by name.
B)provides data for a customer cluster analysis.
C)the content of the web pages can be customized to fit the customer's past browsing behavior.
D)when an order is placed, the customer doesn't have to type in his/her address and credit card information.
Q3) A program designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology is a customer relationship management program.
A)True
B)False
Q4) Identify and define the four types of sales presentation.
Q5) Describe geocoding, customer clusters, and location-data tracking.
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Chapter 12: Sales Promotions
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208 Verified Questions
208 Flashcards
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Sample Questions
Q1) A premium or bonus pack trade promotion offers retailers a reduced price if they purchase a greater volume of merchandise.
A)True
B)False
Q2) A consumer is typically required to make a purchase when entering a sweepstakes.
A)True
B)False
Q3) Name the various forms of sampling.
Q4) Each of the following is a reason to offer a bonus pack except:
A)develop customer loyalty.
B)attract new users.
C)enhance brand parity.
D)encourage brand switching.
Q5) Price-sensitive consumers regularly respond to consumer promotions, such as coupons, price-off deals, and premiums.
A)True
B)False
Q6) Premiums are prizes or gifts consumers receive when purchasing products.
A)True
B)False
Page 14
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Chapter 13: Public Relations and Sponsorship Programs
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211 Verified Questions
211 Flashcards
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Sample Questions
Q1) Damage control and greenwashing are essentially the same public relations practices.
A)True
B)False
Q2) When a dentist provides free services to women living in a shelter, it is:
A)event marketing.
B)a form of entitling.
C)cause-related marketing.
D)altruism.
Q3) The consumer segment called Environmental Browns is the most likely to buy environmentally safe products.
A)True
B)False
Q4) Describe sponsorship marketing.
Q5) When a firm supports a specific event, such as a local youth baseball tournament, it is which type of marketing?
A)Sponsorship
B)Event
C)Cause-related
D)Tie-in
Page 15
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Chapter 14: Regulations and Ethical Concerns
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197 Flashcards
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Sample Questions
Q1) Brand infringement issues become more complex when a brand is so well established that it may be considered a generic term, such as Ford or Toyota.
A)True
B)False
Q2) Describe a consent order made by the Federal Trade Commission (FTC).
Q3) Although giving or receiving bribes in business-to-business interactions is illegal in the United States, in some countries, such as France and Germany, bribes are accepted and companies may even deduct the amount as a legitimate income tax expense.
A)True
B)False
Q4) Concerns and criticisms regarding advertising include each of the following except advertising:
A)to children is unethical.
B)is often offensive.
C)perpetuates stereotyping of males, females, and minority groups.
D)leads to greater levels of governmental regulation.
Q5) Identify the primary concerns and criticisms of advertising.
Q6) Explain the difference between deception and puffery.
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Chapter 15: Evaluating an Integrated Marketing Program
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169 Flashcards
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Sample Questions
Q1) The online metric that measures how long an individual stays at a particular website is:
A)click-throughs.
B)length of engagement.
C)impressions.
D)brand awareness.
Q2) For coupons, contests, sweepstakes, and other types of consumer promotions, brand attitude is an effective method of measuring impact.
A)True
B)False
Q3) Which online metric evaluation method allows companies to gauge consumer reactions to a new advertising campaign, whether it is online or traditional?
A)Click-through rate
B)Copytesting
C)Emotional reaction tests
D)Monitoring web chatter
Q4) Cognitive neuroscience measures brain activity and brain waves.
A)True
B)False
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