Promotion Strategy
Final Exam
Course Introduction
Promotion Strategy examines the key concepts, tools, and frameworks used to develop effective communication campaigns in marketing. The course explores the integration of advertising, sales promotion, public relations, direct marketing, and digital media to build brand awareness and influence consumer behavior. Students will learn how to analyze target audiences, craft persuasive messages, select appropriate media channels, and measure promotion effectiveness. Real-world case studies and hands-on projects provide practical experience in designing and evaluating promotion strategies aligned with organizational goals.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 7th Edition by Kenneth
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15 Chapters
2969 Verified Questions
2969 Flashcards
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Page 2
E. Clow
Chapter 1: Integrated Marketing Communications
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is:
A) the marketing plan.
B) the marketing mix.
C) integrated marketing communications.
D) marketing strategy.
Answer: C
Q2) Janis is working on the positioning, differentiation, and branding strategies for a new brand of cookies. This is an example of which step in the IMC planning process?
A) SWOT analysis
B) Defining primary marketing objectives
C) Developing marketing strategies
D) Developing marketing tactics
Answer: C
Q3) Describe brand parity.
Answer: Brand parity is the situation in which all products are basically equal in terms of the benefits they deliver.
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Chapter 2: Corporate Image and Brand Management
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200 Flashcards
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Sample Questions
Q1) From a consumer's perspective, what are the benefits of a strong brand image?
Answer: 1. Assurance regarding purchase decisions of familiar products in unfamiliar settings
2. Assurance concerning purchases where there is little previous experience
3. Reduction of search time in purchase decisions
4. Psychological reinforcement and social acceptance of purchase decisions
Q2) Quality logos and brand names should be easily recognizable, and evoke positive feelings.
A)True
B)False
Answer: True
Q3) The most important component of a brand image is the price.
A)True
B)False
Answer: False
Q4) The key to successfully rejuvenating a brand's image is to completely change it to something new.
A)True
B)False
Answer: False
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Chapter 3: Buyer Behaviors
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204 Flashcards
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Sample Questions
Q1) Age complexity involves children growing up faster as well as older Americans wanting to act and feel younger than they are.
A)True
B)False
Answer: True
Q2) The individual that is most likely to spend the greatest amount of time in an external search for information is the consumer that has:
A) a low level of knowledge about the product category.
B) an extensive knowledge of the product category.
C) some knowledge of the product category, but not enough to make an intelligent decision.
D) a low educational level.
Answer: C
Q3) Selling computers to individuals and businesses is an example of:
A) multi-outlet marketing.
B) merchant distribution.
C) quantity enhancement marketing.
D) dual-channel marketing.
Answer: D
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Page 5
Chapter 4: The IMC Planning Process
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191 Flashcards
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Sample Questions
Q1) In using the payout planning method of developing a marketing communications budget, the marketing budget would be reduced:
A) at the product's introduction, then increased when brand acceptance occurs.
B) when the brand becomes the market leader.
C) when the brand reaches the point at which additional dollars invested in communications yields diminishing returns.
D) when the market becomes saturated.
Q2) All of the following would be examples of a marketing objective, except:
A) increase market share.
B) meet a targeted return on investment.
C) enhance brand image.
D) increase sales volume.
Q3) Which method of segmenting markets is based on the idea that people experience significant external events during their late adolescence and early adulthood that impact their social values, attitudes, and preferences?
A) Demographic
B) Psychographic
C) Generations
D) Geodemographics
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Page 6
Chapter 5: Advertising Management
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232 Verified Questions
232 Flashcards
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Sample Questions
Q1) A recent trend in media selection is to:
A) put media planners on the creative team.
B) use account planners to work with advertising agencies in designing advertising campaigns.
C) involve media companies in the latter stages of advertising campaign design.
D) involve media companies in the early stages of the advertising design process.
Q2) In terms of the visual element of an advertisement, an abstract image has a:
A) higher level of recall than a concrete image.
B) lower level of recall than a concrete image.
C) greater impact on the affective component of attitude than a concrete image.
D) greater impact on the cognitive component of attitude than on the affective component.
Q3) Providing a retail store's location and operating hours to the public in an advertisement is an example of ad designed to meet the advertising goal of:
A) building brand image.
B) persuasion.
C) encouraging action.
D) informing.
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Chapter 6: Advertising Design
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282 Verified Questions
282 Flashcards
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Sample Questions
Q1) Giving to a charity because the spokesperson in the ad is a Republican, and the viewer is also a Republican, is based on:
A) likeability.
B) identification.
C) consistency.
D) empathy.
Q2) In terms of endorsers, celebrities and CEOs are not typically viewed as expert sources for product endorsements.
A)True
B)False
Q3) When Sprint advertising says "our reception is better than Verizon's," it is a form of negative comparison.
A)True
B)False
Q4) Typical person spokespeople do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility.
A)True
B)False
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Chapter 7: Traditional Media Channels
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209 Flashcards
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Sample Questions
Q1) The technology that allows a company such as DirecTV to obtain consumer information from marketing research firms and combine it with the company's data to send targeted ads to its subscribers that meet specific criteria is:
A) spot ratings.
B) targeted ratings.
C) dynamic advertising.
D) C3 ratings.
Q2) The individual that negotiates rates for out-of-home space and in magazine ads is the:
A) creative.
B) media planner.
C) media buyer.
D) client.
Q3) Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market?
A) Gross rating points
B) Opportunities to see
C) Gross impressions
D) Cost per rating point
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Page 9
Chapter 8: Digital Marketing
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231 Flashcards
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Sample Questions
Q1) Digital strategies that are being used by brands today include all of the following except:
A) direct response marketing.
B) location-based advertising.
C) content marketing.
D) interactive marketing.
Q2) According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities except:
A) identify the one word that describes the brand.
B) develop an SEO strategy.
C) choose the best communication channels.
D) cultivate an attitude of giving.
Q3) What is search engine optimization and how is it achieved?
Q4) What is behavioral targeting and what three methods are used?
Q5) The best practice for email campaigns is to target only individuals who have made a purchase during the last year.
A)True
B)False
Q6) What consumer concerns influence e-commerce online purchasing?
Page 10
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Chapter 9: Social Media
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180 Flashcards
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Sample Questions
Q1) Any digital tool or venue that allows individuals to socialize on the web is:
A) social media marketing.
B) social media.
C) a social network.
D) social bookmarking.
Q2) Social media marketing should not have as its primary objectives to:
A) gather customer intelligence and improve search rankings.
B) increase web traffic and generate leads.
C) engage fans and increase brand exposure.
D) increase sales and build brand loyalty.
Q3) All of the following statements about Facebook are true except:
A) number of teens on Facebook has declined over 25 percent in the last 3 years.
B) number of individuals 55 or older has increased 80 percent.
C) Facebook generates about $1 billion in advertising revenue.
D) Facebook has over 1.2 billion users worldwide.
Q4) A blog produced by a brand offers the firm's marketing personnel, as well as visitors, the most freedom in posting material and making comments.
A)True
B)False
Q5) Give a broad overview of Twitter and its appeal to marketers.
Page 11
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Chapter 10: Alternative Marketing
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196 Flashcards
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Sample Questions
Q1) A furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of:
A) generating leads.
B) developing a unique market niche.
C) lifestyle marketing.
D) creating a clearly defined product.
Q2) In stealth marketing programs, brand ambassadors show and talk about a product to others:
A) without disclosing their true relationship with the brand.
B) and only disclose their relationship with the brand when asked.
C) after revealing their relationship with the brand.
D) only when they are asked by other individuals.
Q3) The number of potential viewers for an advertisement placed on Walmart's in-store television system is almost twice as large as an ad on one of the national television newscasts.
A)True
B)False
Q4) One specialized form of product placement is products placed in video games.
A)True
B)False
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Flashcards
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Sample Questions
Q1) Mailing addresses of individuals in a database should be updated at least once every two years and more often if they are used for frequent contacts.
A)True
B)False
Q2) Kaylee is getting ready to close her sales call. She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy. The best close for her would be the ________ close.
A) continuous "yes"
B) direct
C) summarization
D) assumptive
Q3) Customer service representatives can use an individual's lifetime value to determine how to interact with a customer.
A)True
B)False
Q4) Identify and describe the three primary types of data-driven marketing programs.
Q5) What is a data warehouse and what type of data should it contain?
Q6) Identify the steps in the selling process.
Page 13
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Chapter 12: Sales Promotions
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Sample
Questions
Q1) For some products, such as automobiles, increasing the amount of a rebate no longer seems to spur additional sales activity, but discontinuing or reducing the rebate level tends to have an immediate negative impact on sales.
A)True
B)False
Q2) Participants may win a prize without performing any type of activity with a:
A) contest.
B) sweepstakes.
C) premium.
D) price-off program.
Q3) Folks Southern Kitchen advertises an $8.99 lunch special in the local newspaper for a meal that normally costs $10.99 during March. What type of promotion is being used?
A) Coupon
B) Sampling
C) Premium
D) Price-off
Q4) Bounce-back coupons tend to encourage trial purchases of products.
A)True
B)False
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Chapter 13: Public Relations and Sponsorship Programs
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201 Flashcards
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Sample Questions
Q1) Damage control involves reacting to negative events caused by a company error, grievances filed by consumers, or exaggerated negative news stories.
A)True
B)False
Q2) Assessment of a corporation's reputation begins:
A) when company leaders take the time to conduct surveys and interviews to learn what people think of the organization, both internal and external to the company.
B) with hiring a public relations firm to conduct a public relations audit of the firm's publicity.
C) by counting hits a company has received in the public press.
D) by developing a corporate image-building campaign.
Q3) When Interstate Batteries receives a positive news story about its involvement with NASCAR, it is an example of a(n):
A) sports involvement.
B) stakeholder statement.
C) advertising equivalent.
D) public relations hit.
Q4) What are the five key public relations functions?
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) A "typical person" must believe the content of an advertisement to be false in order for the Wheeler-Lea Amendment to apply.
A)True
B)False
Q2) Cases filed with one of the agencies in the Council of Better Business Bureaus are normally heard sooner and are less costly than cases filed with the FTC.
A)True
B)False
Q3) When a company must pay for ads that refute false claims it made in previous ads, it is called a(n):
A) consent order.
B) administrative ruling.
C) cease and desist order.
D) corrective advertisement.
Q4) When a company agrees with the Federal Trade Commission and signs a consent order, the company agrees to stop the ad or marketing practice and also agrees to pay civil penalties.
A)True
B)False
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) PACT stands for position advertising copytesting.
A)True
B)False
Q2) Evaluation or testing of advertising communications can occur at any stage of the development process.
A)True
B)False
Q3) When evaluating advertising or IMC campaigns, examples of long-term measures would include all of the following except brand:
A) sales.
B) awareness.
C) loyalty.
D) equity.
Q4) A physiological arousal test, such as cognitive neuroscience, may provide a better indicator of a person's true response to a controversial advertisement, when compared to other methods such as copytesting.
A)True
B)False
Q5) What behavioral measures of advertising effectiveness are possible?
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