Promotional Strategy
Exam Answer Key
Course Introduction
Promotional Strategy explores the principles and practices used by organizations to communicate effectively with their target audiences. This course delves into the development, implementation, and evaluation of both traditional and digital promotional campaigns, including advertising, sales promotion, public relations, direct marketing, and personal selling. Emphasis is placed on integrating various promotional tools to create cohesive brand messages and achieve organizational marketing objectives. Students will analyze real-world cases, learn to design strategic promotional plans, and measure campaign effectiveness while considering current trends and ethical issues in promotion.
Recommended Textbook
Advertising and Integrated Brand Promotion 6th Edition by Thomas OGuinn
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18 Chapters
1949 Verified Questions
1949 Flashcards
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Page 2
Chapter 1: The World of Advertising and Integrated Brand Promotion
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) A medical equipment supplier is targeting a number of healthcare professionals (doctors, nurses, physical therapists) with its latest advertising.This firm should be aware that the advertising is attempting to reach an audience that A)has little real purchasing power within this industry. B)can best be found through general interest magazines. C)has the same broad and generalized needs as the rest of the population. D)relies on specific language, images, and terminology.
Answer: D
Q2) In the new world of advertising, mass media are just about dead and gone.
A)True
B)False
Answer: False
Q3) Which of the following is an example of international advertising?
A)Gatorade promoting its new line of six-pack drinks at the Olympics
B)Sony advertising its flat-screen TVs around the world
C)Procter & Gamble creating different versions of its Tide ad for various countries
D)Nike featuring its "swish" logo on gear worn by tennis players at Wimbledon
Answer: C
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Chapter 2: The Structure of the Advertising and Promotion
Industry: Advertisers, Agencies, Media, and Support Organizations
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) The ____ services department of an advertising agency typically houses its art directors, illustrators, and copywriters.
A)creative
B)account
C)marketing
D)production
Answer: A
Q2) Social media come in highly accessible forms, allowing individuals and groups to share almost unlimited textual and visual information.
A)True
B)False
Answer: True
Q3) Most large agencies, such as Omnicom, Chiat/Day, and Fallon McElligott, set up digital/interactive media groups only recently in response to the sudden surge of client demands that Internet and mobile media options be included in nearly every IBP plan.
A)True
B)False
Answer: False
Page 4
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Chapter 3: The History of Advertising and Brand Promotion
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) What is now considered the "new" branded entertainment was actually seen much earlier, when content was combined with brand promotion in the form of
A)silent films of the 1920s.
B)television specials of the 1950s.
C)radio programs of the 1930s.
D)children's television shows of the 1970s.
Answer: D
Q2) During which era were big business and advertising viewed with suspicion?
A)Depression (1929 to 1941)
B)1920s (1918 to 1929)
C)P.T.Barnum (1875 to 1918)
D)World War II and the 50s (1942 to 1960)
Answer: A
Q3) Ads for products during the "P.T.Barnum Era" (1875 to 1918) were characterized by
A)a bold and garish style full of incredible claims.
B)an abundance of color and illustrations.
C)simple ads with information and truthful claims.
D)little copy but lots of sophisticated visuals.
Answer: A
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Page 5
Chapter 4: Social, Ethical, and Regulatory Aspects of
Advertising and Promotion
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) (Scenario 4-3) In the commercial, the sports star is shown in a sailboat on a beautiful lake, sending a long cast into the water, then listing the excellent features of the Lightning Rod.It closes with him happily reeling in a fish.To meet FTC standards for this type of endorsement, the celebrity must
A)be considered an expert in the field of sport fishing.
B)be approved by the FTC before the spot can be produced.
C)actually use the Lightning Rod when fishing on his own.
D)write the statements that he makes in the ad.
Q2) Which company found itself at the center of a widespread movement instigated by consumers, and one of the most publicized events in the history of marketing?
A)Nike
B)General Mills
C)Coca-Cola
D)Procter & Gamble
Q3) The Telephone Consumer Fraud and Abuse Prevention Act of the mid-1990s
A)created restrictions for telemarketers.
B)banned recorded messages and robocalls.
C)allowed consumers to switch their numbers to an unlisted status.
D)set up the Do Not Call Registry.
Page 6
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Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) (Scenario 5-3) Chicken of the Sea was the kind of tuna her mother always bought when she was a child.She saw it around the house when she lived with her parents, and it was okay then, so it's okay now.This is a demonstration of
A)cultural consistency.
B)brand community.
C)the intergenerational effect.
D)advertisements as social texts.
Q2) Two major obstacles must be overcome for an ad message to be effective-consumer resistance to changing beliefs, and consumer exposure to massive volumes of ads.
A)True
B)False
Q3) Ads become part of our everyday landscape, language, and reality as a result of many people
A)being bombarded with a clutter of taglines, slogans, jingles, mottos, and reminders.
B)being highly involved in purchasing decisions.
C)picking up and adopting their phrases, ideas, slogans, and agendas.
D)buying only certain products based on trust and loyalty.
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Chapter 6: Market Segmentation, Positioning, and the Value Proposition
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) One well-known research classification system is VALS, which has identified a number of segments
A)based on entirely different traits beyond standard demographics.
B)created largely by geographic location.
C)to identify groups of consumers with different product usage rates.
D)with no particular category as a focus.
Q2) The model designed by Esther Thorson and Jeri Moore features which element as the starting point to strategic advertising, located at its paramount apex?
A)brand identity
B)positioning theme
C)marketing approach
D)target segment
Q3) (Scenario 6-3) Instead of "mothers and daughters," why didn't Keds define its target segment simply as "women"?
A)This concept already has a number of established companies targeting it.
B)This is not based on a realistic approach to segmentation.
C)This is based on demographic criteria for which media is difficult to define.
D)This is poorly defined and provides no clear orientation or identity.
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Chapter 7: Advertising and Promotion Research
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) (Scenario 7-4) An assistant comes in and says she needs some advice.One of the smaller clients of the agency needs some market information done very quickly-and very inexpensively.You tell her
A)to set up focus group interviews.
B)to call a commercial service.
C)to use direct mail surveys.
D)to get on the Internet.
Q2) In a testing situation, people are shown drawings depicting pairs of shoppers walking through grocery stores with empty dialogue balloons above them, and they are asked to fill in what the shoppers may be saying.This is an example of a concept test.
A)True
B)False
Q3) Many forms of pre-post attitude studies are becoming more popular than they once were due to a recent push to gather more rounded "before and after" data from potential consumers.
A)True
B)False
Q4) What is account planning? In what three ways does it differ from traditional advertising research?
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Chapter 8: Planning Advertising and Integrated Brand Promotion
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) The industry analysis and market analysis work together to form part of the overall situation analysis.The industry analysis focuses on ____ and the market analysis focuses on ____.
A)consumers; competitors
B)brand; product
C)supply; demand
D)objectives; tasks
Q2) Based on information gathered during various types of analyses, the primary expectations and intentions for advertising are embodied in the process of setting objectives.
A)True
B)False
Q3) Minor modifications are common, but every precaution should be taken to avoid having to radically alter a budget after it is submitted.
A)True
B)False
Q4) An advertising plan should be a direct extension of a firm's marketing plan. A)True
B)False
10
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Chapter 9: Managing Creativity in Advertising and Ibp
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Which of the following is true concerning teams?
A)They try to blend diverse skills but are rarely successful.
B)They have become the primary means for getting things done.
C)They squash individuality and creativity all too often.
D)They were popular in the 80s and 90s but are now considered a passing fad.
Q2) A total commitment to one's creative work seems to be a positive trait with essentially no downside, according to Howard Gardner.
A)True
B)False
Q3) Keep growing and experiencing, challenging your own comfort zone.
Q4) Leadership over creative teams involves at least three main tasks, one of which is
A)working closely with the client.
B)allowing team members to work independently.
C)contributing ideas without dominating the group.
D)suggesting a list of advertising objectives.
Q5) Creativity is very different depending on the domain in which it exists.
A)True
B)False
Q6) Learn to cherish ambiguity, because from it comes new ideas.
Page 11
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Chapter 10: Creative Message Strategy
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) (Scenario 10-3) The Taylor ad focuses on the time it takes to produce a quality guitar.Based on the functions and strengths of USP, the ad would not have been as effective if the
A)visual was more eye-appealing.
B)copy attempted to address four or five desirable attributes.
C)visual was a drawing rather than a photograph.
D)copy focused on a different attribute, such as sound.
Q2) (Scenario 10-3) Which of the following is an accurate description of the objective that the Taylor ad was trying to achieve?
A)As a feel-good ad, it was trying to increase brand recall.
B)As a USP ad, it was trying to connect a specific characteristic with the brand.
C)As a feel-good ad, it was trying to transform a consumption experience.
D)As a USP ad, it was trying to increase brand recall.
Q3) Image ads tend to generate fewer consumer counterarguments, when compared to other types of ads.
A)True
B)False
Q4) What is message strategy? How is it used in advertising and promotion?
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Page 12
Chapter 11: Executing the Creative
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109 Verified Questions
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Sample Questions
Q1) The phrase creativity for creativity's sake in the world of advertising copywriting refers to ads that
A)are so unique and innovative that they are not understood by the general public. B)result in the product being remembered through one technique or another.
C)accomplish the primary goal of entertaining in a clever or amusing way.
D)neglect the main responsibility of communicating the selling message.
Q2) (Scenario 11-5) One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options.She admits she has agonized over her selection on this, because it affects not only readability but also sets the mood and tone of the overall visual impression.She is most likely talking about A)illustration format.
B)layout.
C)typeface.
D)color.
Q3) The four main components of print copy are text, slogan, headline, and tagline.
A)True
B)False
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13
Chapter 12: Media Planning Essentials
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Like CPM, the CPRP calculation
A)formulates per-person linkages for commercials.
B)compares the relative efficiency between media options.
C)totals a view of linked media.
D)provides a directory of rating suppliers.
Q2) Internet media, cross-promotions, product placements, buzz and viral marketing, and movies as feature-length commercials are all forms of new media.
A)True
B)False
Q3) Overall, computer media-planning models
A)have taken the place of solid planning and sound judgment.
B)now provide standardized reports that are comparable across media categories.
C)lean toward high-end media options that result in costly media buys.
D)assess a wide range of possibilities and save advertisers a lot of money.
Q4) An old, but still very appropriate rule in computer data management is the acronym GIGO-standing for "garbage in, garbage out."
A)True
B)False
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Page 14
Chapter 13: Media Planning: Newspapers, Magazines,
Television, and Radio
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) One example of dwindling ad sales for traditional media is seen in ____, which once claimed 23 percent of all U.S.ad spending but now account for only 16 percent, indicating a loss of billions of dollars.
A)network television stations
B)local radio stations
C)magazines
D)newspapers
Q2) Their expansion into digital media has led to a broader and more global audience for newspapers, but this still hasn't offset the overall decline of newspaper readership.
A)True
B)False
Q3) For which of these potential advertisers is newspaper an excellent choice?
A)one that requires excellent reproduction quality for its illustrations
B)one that seeks to create images and moods with the theater of the mind
C)one that wants to reach a local audience in a timely manner
D)one that hopes to target a mass audience with strong visuals
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15
Chapter 14: Media Planning: Advertising and Ibp in Digitalinteractive
Media
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) (Scenario 14-2) In running keyword searches using Google, you took part in a common practice.In one month, Americans conduct more than ____ such searches, and ____ of those are conducted on Google.
A)30 billion; 75 percent
B)15 billion; 65 percent
C)5 billion; 45 percent
D)1 billion; 85 percent
Q2) A ____ provides information about an organization and its products or services in detail, often acting as a virtual brochure.
A)consumer blog
B)search engine optimizer
C)corporate/brand home page
D)virtual mall
Q3) Hits are the number of occasions in which user X has interacted with website Y during time period Z.
A)True
B)False
Q4) As an advertiser, what tools can you use to make your home page as popular as possible?
Page 16
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Chapter 15: Sales Promotion, Point-Of-Purchase
Advertising, and Support Media
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) One objective for promotions in the trade channel is to increase store traffic, which benefits both manufacturers and retailers.
A)True
B)False
Q2) (Scenario 15-6) An account executive has emailed saying that a client is quite pleased with the results of the network TV buy that you made last month.Now the client would like to use support media in the geographic areas that have shown the strongest results, as soon as possible.He wants something that targets adults who live and work in major metropolitan areas, has the potential for mass exposure, and can be set up pretty quickly.You recommend the use of
A)transit advertising.
B)billboard advertising.
C)cinema advertising.
D)directory advertising.
Q3) Describe some of the forms of sales promotion techniques used in consumer markets, and give some of the reasons why they are used.Then imagine yourself as a manufacturer, producer, or small business owner.Invent a brand-a product or service-and explain how you would use at least three of these techniques to target a particular consumer market.
Page 17
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Chapter 16: Event Sponsorship, Product Placements, and Branded Entertainment
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) (Scenario 16-2) A young media expert is hired by HollywoodBranding.He went to college with a bright girl who now does all the marketing for her family's business, a well-established cookie manufacturer with strong national distribution.Her grandparents and parents have run the same facility in St.Louis, have provided virtually the same products, and have run the same types of ads over the decades, seeing slow but steady growth.On impulse, he calls to pitch a branded entertainment idea to her family.He should be sure to let them know that branded entertainment
A)is not much different from placing ads with traditional media.
B)has been proven to consistently deliver higher brand exposure than other forms of media.
C)can take new and unpredictable paths.
D)represents one of the most conservative and dependable options available today.
Q2) In today's world of marketing, the unconventional is becoming conventional.
A)True
B)False
Q3) What is Chaos Scenario? How does it relate to today's advertising efforts?
Q4) What is meant by the term Madison & Vine? Give several reasons why this convergence has occurred in the world of promotion.
Page 18
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Chapter 17: Integrating Direct Marketing and Personal Selling
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101 Verified Questions
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Sample Questions
Q1) A shoe retailer uses its marketing database to run an RFM analysis on its customers.The F in RFM stands for frequency and refers to the number of times a customer
A)was reached with any kind of advertising message.
B)was reached through a direct marketing medium.
C)bought a product from the company.
D)bought a product from a certain product category.
Q2) A nationally distributed fashion and beauty magazine regularly acts as a vehicle for direct marketing.This occurs when direct marketers promote their products or services by
A)having feature stories published.
B)sending press releases.
C)getting free publicity in advice columns.
D)paying for bind-in insert cards.
Q3) The one characteristic that makes direct marketing different from marketing in general is that it
A)depends on consumer response for its success.
B)emphasizes developing a customized database.
C)has a lower cost per contact.
D)relies on audience segmentation.
Page 19
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Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) When adversity strikes, public relations personnel step out of the picture so that company executives can control and monitor communications.
A)True
B)False
Q2) (Scenario 18-1) One beer producer has sent the press an expensive, attractive, eight-page press release that explains the organization's new educational program on the dangers of teenage drinking.The disadvantage of this approach is it
A)is often more expensive to run than typical advertising spots.
B)takes far more planning than an exclusive interview.
C)is effective only when used as a proactive strategy.
D)provides little control over how and when the final story will run.
Q3) Public relations is the one tool that can accomplish a tough and often unpleasant task for a company.What is it, and how does public relations get involved? Give at least two real-life examples of this process.
Q4) How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.
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