Promotional Strategy
Chapter Exam Questions
Course Introduction
Promotional Strategy explores the principles, tools, and practical applications used to effectively communicate with target audiences and influence consumer behavior. This course examines the various elements of the promotional mix including advertising, sales promotion, public relations, direct marketing, and personal selling while considering strategic planning, budgeting, and the integration of promotional activities within overall marketing strategies. Emphasis is placed on understanding how to develop coherent promotional campaigns that align with organizational goals, respond to market opportunities, and leverage digital and traditional media channels to achieve maximum impact. Through case studies, simulations, and applied projects, students gain the skills necessary to design, implement, and evaluate promotional strategies in diverse business environments.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 8th Global Edition by Kenneth
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Page 2
Chapter 1: Integrated Marketing Communications
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114 Flashcards
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Sample Questions
Q1) Communication is defined as transmitting, receiving, and processing information.
A)True
B)False
Answer: True
Q2) Internet-based communications have evolved from web advertisements to interactive websites, blogs, and social media.
A)True
B)False
Answer: True
Q3) What are the steps involved in creating an integrated marketing communications plan?
Answer: The steps are to start with a current situational analysis, followed by a SWOT analysis, setting marketing objectives, designating a target market, developing marketing strategies and the marketing tactics to obtain them, followed by implementation and evaluation.
Q4) What elements are involved in the advertising component of integrated marketing communications?
Answer: Advertising management, advertising design, and the use of traditional media.
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Page 3
Chapter 2: Corporate Image and Brand Management
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204 Flashcards
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Sample Questions
Q1) The joint venture of two or more brands into a new good or service is:
A)ingredient branding.
B)cooperative branding.
C)complementary branding.
D)flanker branding.
Answer: B
Q2) The goal of branding is to build awareness of the brand name.
A)True
B)False
Answer: False
Q3) When customers purchase only one brand and consider no other brand, regardless of price differences, which exists?
A)brand involvement.
B)brand specialty.
C)brand loyalty.
D)brand parity.
Answer: C
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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Sample Questions
Q1) The members of the buying center who shape purchasing decisions by providing information and criteria are called:
A)users.
B)influencers.
C)deciders.
D)buyers.
Answer: B
Q2) Kimberly-Clark is going to place an additional order for plastic from its current vendor because of a larger order from a customer for products Kimberly-Clark manufacturers. The additional order for plastic would be a:
A)straight rebuy purchase.
B)modified rebuy purchase.
C)new task purchase.
D)strategic buy.
Answer: A
Q3) A modified rebuy is a reorder from the same vendor.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The Imc Planning Process
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Sample Questions
Q1) Psychographic information is often combined with usage and benefit information to provide marketers with a more complete understanding of a target market.
A)True
B)False
Q2) Which type of schedule in allocating marketing communications spends approximately the same amount of money throughout each month of the year?
A)Flighting
B)Continuous
C)Payout
D)Pulsating
Q3) The VALS typology is based on which type of segmentation?
A)Demographic
B)Psychographic
C)Generations
D)Geodemographic
Q4) Demographic segmentation involves analysis of which variables?
Q5) Define product positioning.
Q6) What are the components of a communications analysis?
Q7) What is the first step in the IMC planning process?
Page 6
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Chapter 5: Advertising Management
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Sample
Questions
Q1) Each of the following is an evaluation criterion that should be considered in selecting an advertising agency except:
A)creative reputation and capabilities.
B)industry regulations.
C)production capabilities.
D)media purchasing capabilities.
Q2) A threshold effect occurs when repeated exposures to a message cause consumers to lose interest in the company.
A)True
B)False
Q3) Name the steps involved in selecting an advertising agency.
Q4) Preference occurs before knowledge or awareness in the hierarchy of effects model. A)True B)False
Q5) The hierarchy of effects model suggests a sequential set of steps that leads to a purchase.
A)True B)False
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Chapter 6: Advertising Design
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Sample Questions
Q1) Of the following types of celebrity endorsements, the one that would have the greatest level of credibility would be:
A)a celebrity endorsing a brand in a television show.
B)a celebrity voice-over in a radio ad.
C)an unpaid celebrity speaking on behalf of some charity or nonprofit organization.
D)a dead-person endorsement of a particular brand.
Q2) A print advertisement for Bijan uses the picture of a grandmother with a testimony about the perfume and how her granddaughters now wear Bijan. The advertisement presents a testimonial execution with which type of message strategy?
A)Cognitive
B)Affective
C)Conative
D)Brand
Q3) Name the characteristics of effective spokespersons.
Q4) Paid actors or models can be used in an advertisement to portray ordinary, everyday people.
A)True
B)False
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Chapter 7: Traditional Media Channels
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Sample Questions
Q1) The cumulative exposures achieved in a given time period is called:
A)cost per thousand (CPM).
B)gross rating points (GRP).
C)opportunities to see (OTS).
D)reach and frequency.
Q2) What are the primary disadvantages of newspaper advertising?
Q3) Individuals who are high users of social media also tend to:
A)watch more television.
B)read more magazines.
C)read more newspapers.
D)pay closer attention to advertising.
Q4) The dollar cost of reaching 1,000 members of a media vehicle's audience is the:
A)cost per thousand.
B)gross rating points.
C)cost per million.
D)effective reach.
Q5) Define reach, frequency, continuity, and gross impressions.
Q6) What are the primary advantages of newspaper advertising?
Q7) What are the primary benefits of radio advertising? The primary problems?
Q8) What are the primary advantages of magazine advertising?
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Chapter 8: Digital Marketing
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Sample Questions
Q1) Utilizing web data to target individuals the most likely to purchase a product is:
A)audience targeting.
B)geo-aware advertising.
C)geo-fencing.
D)behavioral targeting.
Q2) Which does adaptive design facilitate?
A)A company newsletter sent as an email
B)A PURL
C)A customer-centric design
D)A mobile-optimized design
Q3) Companies can use interactive marketing to accomplish each of the following objectives except:
A)generate sales.
B)enhance brand loyalty.
C)build an email list.
D)develop sponsorship programs.
Q4) A title tag presents access to a personalized webpage.
A)True
B)False
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Chapter 9: Social Media
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Sample Questions
Q1) The number of teens using Facebook is currently declining while the number of individuals 55 years old or older is steadily increasing.
A)True
B)False
Q2) After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills:
A)disabled the comment feature on YouTube, but left the video on YouTube.
B)removed the ad from YouTube.
C)conducted a focus group to determine if the views represented the majority of Americans or it was views of a small minority.
D)modified the female in the ad so the couple was of the same race.
Q3) Getting "likes" on Facebook is important because it almost always translates into sales.
A)True
B)False
Q4) Best Buy has been at the forefront of customer-generated reviews.
A)True
B)False
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Chapter 10: Alternative Marketing
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Sample Questions
Q1) Guerilla marketing strives to have consumers react or interact in some way with the campaign.
A)True
B)False
Q2) Each of the following concepts is associated with guerilla marketing except:
A)requires energy and imagination.
B)designed to obliterate the competition.
C)aims messages at individuals and small groups.
D)"you marketing," based on how we can help "you."
Q3) Advertisers believe that product placements:
A)increase the brand's equity and top choice scores.
B)lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases.
C)lead to increased awareness and more positive attitude toward the brand with a corresponding increase in sales of the brand.
D)work only if the product is related in some way to the theme of the television show or movie.
Q4) Identify the major forms of alternative marketing.
Q5) What is guerilla marketing? How is it different from traditional marketing?
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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Sample Questions
Q1) List the tasks associated with databased marketing.
Q2) The primary reason for building a database, coding the information, and mining data is to use the output to build programs that will boost sales revenues.
A)True
B)False
Q3) Empowerment and reciprocity are important elements in a permission marketing program.
A)True
B)False
Q4) The value of the reward in a frequency program has no relationship on the effort individuals will expend to obtain the reward.
A)True
B)False
Q5) Define lifetime value. How is it determined?
Q6) Through search engine optimization, brand managers can place direct response ads before consumers who are searching the internet to either purchase a product or to obtain additional information.
A)True
B)False
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Chapter 12: Sales Promotions
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Sample Questions
Q1) The internet and social media have not been effective venues for contests and sweepstakes.
A)True
B)False
Q2) Premiums are prizes or gifts consumers receive when purchasing products.
A)True
B)False
Q3) It is not possible to offer sampling programs over the internet.
A)True
B)False
Q4) Cooperative merchandising agreements are popular with manufacturers because the retailer performs a marketing function in order to receive an allowance or incentive.
A)True
B)False
Q5) Large national and international trade shows are being replaced by: A)internet advertising.
B)niche and regional shows.
C)promotional videos.
D)corporate trade shows.
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Chapter 13: Public Relations and Sponsorship Programs
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Sample Questions
Q1) Due to cultural differences, public relations programs have become less important in international marketing efforts.
A)True
B)False
Q2) In deciding on a green marketing or pro-environmental approach, the public relations department should make sure the company's customers will not be alienated by such an approach.
A)True
B)False
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) Describe sponsorship marketing.
Q5) Describe impression management.
Q6) What is green marketing and what approaches can a firm use in green marketing?
Q7) Describe sponsorship marketing.
Page 15
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) When the FTC issues an administrative complaint and an administrative judge rules a violation has occurred, the judge issues a cease and desist order.
A)True
B)False
Q2) In terms of substantiation of advertising claims, the FTC and the courts assume that consumers can and will read fine print or qualifying language that is placed in an advertisement.
A)True
B)False
Q3) Occasionally the FTC bypasses its typical process and uses the court system to stop an unfair marketing practice. Of the following, which would be the most likely to trigger this type of action?
A)A company violates an FTC cease and desist order
B)A full commission of the FTC is not available to hear a case
C)A company violates a consent order
D)A company appeals a consent order
Q4) Identify the primary industry agencies that assist in regulating the marketing and advertising industry. Explain the primary function of each.
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Chapter 15: Evaluating an Integrated Marketing Program
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Sample Questions
Q1) Procedures used to evaluate advertising and marketing should be developed prior to launching a campaign.
A)True
B)False
Q2) Advertising tracking research provides a general measure of the effect of the media weight, the effectiveness of the media buys, and a measure of the media audience's profile.
A)True
B)False
Q3) While advertising and marketing can be evaluated prior to production, most advertising agencies do little pretesting primarily due to unreliable results.
A)True
B)False
Q4) What is sales funnel efficiency?
Q5) A buzz score (or brand buzz)accounts for the degree of bounce exhibited by a web page.
A)True
B)False
Q6) What objectives can be used to measure an overall IMC program?
Page 17
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