Promotional Strategy
Final Exam Questions
Course Introduction
Promotional Strategy introduces students to the principles and practices of developing effective promotional campaigns within the broader context of marketing. The course explores major elements of the promotional mix, including advertising, sales promotion, public relations, personal selling, and digital marketing. Students learn how to analyze target audiences, set promotional objectives, select appropriate media, and measure campaign effectiveness. Emphasis is placed on integrating communication strategies to build brand awareness, influence consumer behavior, and achieve organizational marketing goals. Through case studies and practical projects, students develop the skills to design innovative, strategic promotional plans tailored to diverse business environments.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 8th Edition by
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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Q1) An external situation analysis could include all of the following EXCEPT:
A)a competitive analysis
B)a hierarchy for firm's marketing and promotion departments
C)a review of legal and regulatory factors
D)an analysis of overall economic trends in society
E)an analysis of consumer purchase patterns and behavior
Answer: B
Q2) The move toward integrated marketing communications:
A)allows marketers to develop more efficient and effective marketing communication programs
B)reflects an adaptation by marketers to a changing environment
C)is being driven by changing technologies that are creating new ways for marketers to reach consumers
D)is being driven by changing demographics,life styles,media,and shopping patterns
E)is correctly defined by all of the above
Answer: E
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Chapter 2: The Role of Imc in the Marketing Process
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Q1) Whether a company decides to employ a push or pull strategy is directly influenced by:
A)the company's relationship with the trade
B)existing supplies of the firm's products
C)the amount of money budgeted for marketing research
D)the company's mission statement
E)all of the above
Answer: A
Q2) Which of the following is considered a part of the product offering?
A)service
B)warranties
C)symbolic meanings
D)packaging
E)all of the above
Answer: E
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Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
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Q1) Which of the following statements about the role of ad agency media departments is true?
A)Large advertisers do not use media departments to purchase media time and space.
B)Media departments do not have the ability or the authority to negotiate prices.
C)The media department of an ad agency reviews information on demographics,magazine and newspaper readership,radio listenership,and consumers' television viewing habits.
D)Consolidating media buying is not cost effective and may reduce media efficiency.
E)All of the above statements about the role of ad agency media departments are true. Answer: C
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Chapter 4: Perspectives on Consumer Behavior
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Q1) _____ are the abstract outcomes of product or service usage that are intangible,subjective and personal.
A)Functional consequences
B)Psychosocial consequences
C)Bundles of attributes
D)Service assessments
E)Psychological stimuli
Q2) Perception is an important consideration when creating attention-getting ads.Obsession and other brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.
A)the consumer's level of sensory input
B)consumer personality
C)the internal information search
D)perception retrieval
E)subliminal perception
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Chapter 5: The Communication Process
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Q1) A company that wanted to make use a source bolster could:
A)create a rational message
B)hire a popular celebrity to serve as a spokesperson
C)use non-traditional channels
D)eliminate noise from the communication process
E)encode without consideration for the target audience's field of reference
Q2) Kenya was asked to look at a television ad for a movie that was going to be released in December.She was then asked her reactions to the ad-Did it make her want to see the movie? Did the title seem appropriate? Did she feel that she understood the subject of the movie? As a result of using _____,it was determined that the communication created the appropriate reactions.
A)cognitive responses
B)affective responses
C)selective impressions
D)elaborations
E)conative impressions
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Chapter 6: Source,message,and Channel Factors
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Q1) What type of message structure should a marketer use if immediate behavior is not an objective of the advertiser and repeated exposure will give the target audience opportunity to draw their own conclusions?
A)an open-ended message
B)a close-ended message
C)a primacy message
D)a refutational appeal
E)a fear appeal
Q2) Which of the following statements presents a reason for using comparative advertising?
A)Comparative advertising prevents a new market entrant from positioning itself against established brands.
B)Comparative advertising is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider.
C)Comparative advertising may be perceived as less credible than non-comparative ads.
D)Comparative advertising does not work for market leaders.
E)Comparative advertising is generally permitted by the Federal Trade Commission.
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Q1) In addition to advertising and promotion,_____ might also influence a company's sales.
A)product quality
B)price
C)economic factors
D)distribution
E)all of the above
Q2) As a result of economies of scale,large advertisers:
A)are likely to enjoy more favorable advertising time and space than smaller advertisers
B)get lower advertising rates than smaller advertisers
C)accrue the advantages of advertising several products jointly
D)have declining average costs of production
E)benefit from all of the above
Q3) The most commonly utilized method of budget determination by large firms is:
A)competitive parity
B)objective and task
C)percentage of sales
D)arbitrary allocation
E)the affordable method
Page 9
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Chapter 8: Creative Strategy: Planning and Development
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Q1) The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot.To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message.The commercial should be tested in which of the following forms?
A)storyboard
B)animatic
C)reaction profile
D)print copy
E)rough layout
Q2) With the growth of integrated marketing communications,advertisers are being challenged to think beyond traditional mass media and develop creative advertising that:
A)offsets the weaknesses associated with storyboard ad design
B)provides opportunities for effective government oversight
C)centralizes American consumer values in a global marketplace
D)engages consumers and enter into a dialogue with them
E)minimizes the risk of offending technology-savvy consumers
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Q1) Imagine a personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices.The computer manufacturer will probably use which of the following types of appeals to announce the breakthrough?
A)favorable price appeal
B)emotional appeal
C)news appeal
D)popularity appeal
E)transformational appeal
Q2) Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.
A)informational/rational
B)emotional
C)price
D)inherent drama
E)image
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Chapter 10: Media Planning and Strategy
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Q1) According to _____,a media buyer for a manufacturer of paintball guns would be better satisfied with the ad's performance if he or she purchased an ad in Paintball Sports magazine rather than Sports Illustrated.
A)the theory of absolute cost
B)the concept of effective reach
C)target CPM (TCPM)
D)the GRP measurement
E)none of the above
Q2) My product is hand-tooled leather wallets,which can be purchased at any time of the year,but which are more often purchased during the Christmas season and before Father's day.Given a limited budget,which strategy would likely be the most effective if I wanted to try to stimulate trial and/or sales?
A)ratings
B)share
C)flighting
D)pulsing
E)continuous
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Chapter 11: Evaluation of Broadcast Media
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Q1) "Commercial-free" blocks of music are popular with many radio stations and contribute to:
A)a plethora of distinctive formats
B)a lack of feedback
C)the absence of dyadic communications
D)the inability of radio to support integrated marketing communications
E)clutter problems
Q2) _____ is the term used for local television station commercials in which the various individual stations negotiate directly with the advertisers.
A)Network advertising
B)Spot advertising
C)Regional advertising
D)Syndication
E)Sponsorship
Q3) Radio has survived as an advertising medium by:
A)competing directly with television
B)evolving into a national advertising medium
C)evolving into a primarily local advertising medium
D)charging higher rates than television
E)doing all of the above
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Chapter 12: Evaluation of Print Media
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Q1) Which of the following statements about the circulation of magazines is true?
A)Circulation revenue is becoming a major source of income for many publications.
B)The higher the circulation of a magazine,the higher the advertising rates it can generally charge.
C)Many magazines are finding the incremental costs of attracting and maintaining circulation increases is not always cost effective.
D)Some magazines have reduced their circulation base in recent years to control costs.
E)All of the above statements about the circulation of magazines are true.
Q2) General Motors negotiated an $80 million media package with Time Warner that included advertising in magazines owned by the media conglomerate as well as on cable television stations it operates.This is an example of:
A)a cross-magazine deal
B)a cross-media deal
C)a magazine network advertising
D)circulation management
E)an intermedia deal
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Chapter 13: Support Media
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Q1) Which support medium would probably be most effective for an expensive hotel that is attempting to appeal to an international audience?
A)aerial advertising
B)product placements
C)advertising specialties
D)in-flight advertising
E)Yellow Pages
Q2) ________________ is a form of advertising that blends marketing and entertainment through television,film,music talent and technology.
A)Flighting
B)Branded entertainment
C)Direct response promotion
D)Publicity
E)Sales promotion
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Chapter 14: Direct Marketing
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Q1) Which of the following statements about telemarketing is true?
A)Telemarketing is defined as sales without face-to-face contact between the buyer and the seller.
B)One of the problems that used to be associated with telemarketing is its potential for fraud and deception,but that problem has been completely eliminated by rigorous self-monitoring.
C)Business-to-business marketers do not use telemarketing.
D)Telemarketing is only used by for-profit companies.
E)None of the above statements about telemarketing is true.
Q2) Due to clutter and relatively high costs,the use of _____ by direct marketers does not result in returns as high as those for other forms of direct marketing media.
A)magazines and newspapers
B)television and radio
C)direct mail and catalogs
D)newspapers,television,and radio
E)newspapers,magazines,and catalogs
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Chapter 15: The Internet and Interactive Media
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Q1) ______________ are ads that appear on your computer screen while you are waiting to download content from the site?
A)Pop-unders
B)Surround sounds
C)Interstitials
D)Skyscrapers
E)Floating ads
Q2) The "Catch-22" for social network sites is the more popular they become:
A)the greater the potential for spam
B)the less influence they have on participants
C)the more business-to-business marketers will want to participate
D)the popular they are to advertisers and less popular to members
E)the greater the use of direct selling
Q3) What was the primary objective marketers sought when they first employed the Internet as a communications tool?
A)to sell their product
B)to stimulate repurchase of their product
C)to level the competitive playing field
D)to disseminate information
E)to create a competitive advantage
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Chapter 16: Sales Promotion
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Q1) Which of the following helps to explain the increase in sales promotion activities over the last decade?
A)the increase of brand loyalty in many product categories
B)the tremendous decrease in the number of new products
C)the increased emphasis on long term strategy and performance by most companies
D)the advertising clutter problem
E)all of the above
Q2) The oldest,most widely used,and most effective sales promotion tool is:
A)cents-off coupons
B)sampling
C)rebates
D)event sponsorship
E)bonus packs
Q3) _____ is a common sampling technique for small,lightweight products that are nonperishable.
A)Door-to-door sampling
B)Sampling through the mail
C)In-store sampling
D)On-package sampling
E)Location sampling
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Chapter 17: Public Relations,Publicity,and Corporate Advertising
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Q1) Which of the following would NOT be a criterion used to measure the effectiveness of a public relations campaign?
A)a comparison of the number of positive and negative articles appearing on the subject
B)a counting of the number of positive articles appearing in a medium
C)a counting of the number of negative articles appearing in a medium
D)a counting of the number of persons in the target audience for the messages
E)a determination of the total number of impressions the campaign created
Q2) Which of the following describes a potential benefit associated with cause-related marketing?
A)product differentiation
B)increased sales
C)increased profits
D)positive image effects
E)all of the above
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Chapter 18: Personal Selling
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Q1) A sales force is likely to be a major part of an organization's communications mix when:
A)the final price between buyer and seller is negotiable
B)the number and dispersion of customers will not enable acceptable advertising economies
C)the features and performance of the product require trial by the customer
D)the channel system is relatively short and direct to end-users
E)any or all of the above are true
Q2) Criteria used in the evaluation of the contribution of personal selling to the overall promotional program include:
A)providing marketing intelligence
B)follow-up activities
C)programs implemented
D)attainment of communications objectives
E)all of the above
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Chapter 19: Measuring the Effectiveness of the Promotional Program
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Q1) Assume Bayer aspirin wishes to test the relative effectiveness of two alternative spokespersons.Two television commercials featuring the same content but different celebrities are developed._____ would be the best way to test the relative effectiveness of how well the advertising message is communicated.
A)Readability tests
B)On-air tests
C)Concept tests
D)Physiological measures
E)Tracking
Q2) Which of the following is an argument against measuring advertising effectiveness?
A)costs
B)disagreement as to what to test
C)the objections of creative people
D)difficulty in isolating the effects of specific advertisements
E)all of the above
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Chapter 20: International Advertising and Promotion
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Q1) The _____ is an annual report that provides demographic and economic data on more than 200 countries.
A)Predicast Report
B)NCH Promotional Services Report
C)World Population Report
D)United Nations Statistical Yearbook
E)International Marketing Handbook
Q2) The primary reason many companies do not conduct advertising research in international markets is due to:
A)the language differences
B)high costs
C)efficiencies of scale
D)the fear of losing a competitive advantage
E)the lack of local advertising agencies
Q3) Why are global marketers consolidating their advertising into one agency?
A)as a way of implementing the philosophies of Theodore Levitt
B)due to terrorists' activities in other parts of the world
C)because the importance of cultural barriers has declined significantly
D)because agencies now have the ability to communicate globally
E)for all of the above reasons
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Chapter 21: Regulation of Advertising and Promotion
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Q1) The Federal Trade Commission may require affirmative disclosure if:
A)previous advertising has led to the formation of false beliefs about a product
B)consumers need to know information about consequences,conditions,and limitations associated with the use of the product
C)there has been material injury to reasonable consumers
D)an advertisement has the potential to mislead an unsophisticated consumer
E)the advertising relies on the use of puffery to make its point
Q2) According to the FTC's definition of deception,a representation,omission,or practice has materiality if it:
A)has been used in a one-sided advertising message
B)can be decoded to have several different meanings
C)is important to consumer and would likely have an effect on the purchase decision
D)uses any superlatives
E)can be substantiated
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Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
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Q1) By creating needs rather than merely fulfilling them,by surrounding consumers with images of the good life,and by showing products as symbols of status and success advertising can create:
A)ethnocentricity
B)consumer socialization
C)materialism
D)stereotypes
E)informative ads
Q2) Which of the following ads would likely be considered irritating or distasteful to many consumers?
A)ads for tampons
B)ads stating you won't have any friends unless you use a particular brand of deodorant
C)ads stating your home will be robbed unless you have a particular kind of security system
D)ads in support of the National Rifle Association
E)all of the above
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