Promotional Strategy
Mock Exam
Course Introduction
This course examines the principles and practices involved in developing effective promotional strategies to achieve organizational marketing objectives. Students will explore techniques for creating cohesive promotional campaigns across traditional and digital media, including advertising, public relations, sales promotion, direct marketing, and personal selling. Emphasis is placed on understanding consumer behavior, message design, media planning, budgeting, and the evaluation of campaign effectiveness. Through case studies and practical assignments, students will learn to integrate promotional activities within the broader context of marketing strategy and branding.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 4th Edition by Kenneth E. Clow
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15 Chapters
3172 Verified Questions
3172 Flashcards
Source URL: https://quizplus.com/study-set/992
Page 2
Chapter 1: Integrated Marketing Communications
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138 Verified Questions
138 Flashcards
Source URL: https://quizplus.com/quiz/19509
Sample Questions
Q1) A brand manager is the individual who oversees a line of products on behalf of an advertising agency.
A)True
B)False
Answer: False
Q2) One new marketing challenge is that consumers can now purchase goods and services from anywhere in the world,which increases competitive forces.
A)True
B)False
Answer: True
Q3) What recent trends make an IMC approach valuable to companies in the marketplace?
Answer: Information technology.
Changes in channel power.
Global competition.
Integration of information by consumers.
Brand parity.
Decline in the effectiveness of mass media television advertising.
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Chapter 2: Corporate Image and Brand Management
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198 Verified Questions
198 Flashcards
Source URL: https://quizplus.com/quiz/19510
Sample Questions
Q1) Brand equity is the perception that most brands within a product category are relatively similar or have no distinct differences.
A)True
B)False
Answer: False
Q2) Which type of corporate name does not reflect the company's goods or services?
A) overt
B) implied
C) conceptual
D) iconoclastic
Answer: D
Q3) Keeping a consistent image while incorporating new elements is an example of:
A) developing a new image
B) image positioning
C) rejuvenating an image
D) completing an image
Answer: C
Q4) When are the four types of corporate names?
Answer: Overt names,implied names,conceptual names,iconoclastic names.
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Chapter 3: Buyer Behaviors
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243 Verified Questions
243 Flashcards
Source URL: https://quizplus.com/quiz/19511
Sample Questions
Q1) A straight rebuy purchase decision occurs:
A) when the firm has previously chosen a vendor and intends to place a reorder
B) when a company is dissatisfied with their current vendor and want to consider new options
C) when a new company makes an offer that appears to be more attractive than what is currently being supplied by their current vendor
D) at the end of a contractual relationship and the company wants to evaluate competitive bids
Answer: A
Q2) A modified rebuy may occur when someone in the buying center believes the current vendor should be reevaluated.
A)True
B)False
Answer: True
Q3) An external search for purchasing alternatives and information may begin with dissatisfaction with the last purchase.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Promotions Opportunity Analysis
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228 Verified Questions
228 Flashcards
Source URL: https://quizplus.com/quiz/19512
Sample Questions
Q1) Pepsi and Coke both have reached the point that investing more dollars in advertising yields lower and lower increases in sales.The model used to illustrate this concept is:
A) decay effects
B) threshold effects
C) sales-response function curve
D) carryover effect
Q2) A market segment must be financially viable to be useful.
A)True
B)False
Q3) Ethnic consumers tend to be more brand loyal than their Caucasian counterparts.
A)True
B)False
Q4) As consumers see advertisements over time they become more likely to recall a message and purchase a product.This demonstrates:
A) diminishing returns
B) decay effects
C) threshold effects
D) purchase simulation
Q5) Describe the difference between strategies and tactics.
Page 6
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Chapter 5: Advertising Management
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220 Verified Questions
220 Flashcards
Source URL: https://quizplus.com/quiz/19513
Sample Questions
Q1) The average consumer sees about how many advertisements per day?
A) 100
B) 300
C) 600
D) 1,000
Q2) To establish a long-term presence in the fitness marketplace,it was necessary for Alden Mills to develop an advertising program that promoted the Perfect Pushup.
A)True
B)False
Q3) A media service company:
A) negotiates contract rates between the agency and the client
B) negotiates pay rates for creatives and advertising performers
C) negotiates and purchases media packages
D) handles direct marketing efforts
Q4) Providing information in an advertisement is most useful in the business-to-business buying situation when members of the buying center are in the information search stage of the purchasing process.
A)True
B)False
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Chapter 6: Advertising Design-Theoretical Frameworks and Types of Appeals
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215 Verified Questions
215 Flashcards
Source URL: https://quizplus.com/quiz/19514
Sample Questions
Q1) Which type of appeal reaches the more creative right side of the brain?
A) rational
B) sex
C) humor
D) emotional
Q2) Many advertisements conclude with a:
A) promise of a benefit
B) form of amplification
C) major selling idea
D) tagline
Q3) In terms of using a sex appeal,many advertisers are shifting to:
A) subliminal advertising techniques
B) nudity and partial nudity
C) subtle sexual cues, suggestions, and innuendos
D) overt sexual themes
Q4) The primary benefit of using a scarcity appeal is that it:
A) increases brand awareness
B) encourages consumer action
C) is an excellent method of conveying product information
D) is an excellent method of gaining attention
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Chapter 7: Advertising Design-Message Strategies and
Executional Frameworks
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252 Verified Questions
252 Flashcards
Source URL: https://quizplus.com/quiz/19515
Sample Questions
Q1) An explicit,testable claim of uniqueness or superiority that can be supported or substantiated in some manner is which form of message strategy?
A) generic
B) preemptive
C) hyperbole
D) unique selling proposition
Q2) Using the hierarchy of effects model to encourage the actual purchase of a product or brand,the best creative message strategies to use would be:
A) affective
B) cognitive
C) conative
D) corporate
Q3) Rotoscoping is a new,high-tech form of animation.
A)True
B)False
Q4) The typical format for a slice-of-life ad is encounter,problem,interaction,and then solution.
A)True
B)False
Page 9
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Chapter 8: Traditional Media Channels
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229 Verified Questions
229 Flashcards
Source URL: https://quizplus.com/quiz/19516
Sample Questions
Q1) Business-to-business advertisers use television for each of the following reasons,except:
A) it is becoming more difficult to reach members of the buying center and they do watch television
B) increased clutter in trade journals and traditional business outlets
C) business advertisements now use less emotional appeals
D) a strong brand name is a growing factor in business purchases
Q2) If three advertisements are placed on a weekly television show for six weeks,the number of OTS is 18.
A)True
B)False
Q3) Gross rating points are measured by multiplying ratings times frequency.
A)True
B)False
Q4) Conducting research that matches the product to the media and the target market is the primary task of the:
A) creative
B) media planner
C) media buyer
D) client company
Page 10
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Chapter 9: E-active Marketing
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199 Verified Questions
199 Flashcards
Source URL: https://quizplus.com/quiz/19517
Sample Questions
Q1) In terms of e-commerce,a value-added incentive is used to cause consumers to change purchasing habits in the short term,so that convenience incentives can attract them to change long term buying habits.
A)True
B)False
Q2) An e-mail marketing campaign that matches the content of the Web site is likely to increase the response rate.
A)True
B)False
Q3) Which of the following statements about consumer-generated ads placed on social networks is not true?
A) consumer-generated ads are viewed as more genuine than company-generated ads
B) some advertising experts believe the future of advertising is in user-generated ads rather than agency-produced ads
C) encouraging consumers to generate ads for a product is a creative form of interactive marketing
D) most ads on social networks are produced by consumers
Q4) What is brand spiraling?
Q5) What is meant by the term e-active marketing?
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Chapter 10: Alternative Marketing
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187 Verified Questions
187 Flashcards
Source URL: https://quizplus.com/quiz/19518
Sample Questions
Q1) The key factors that influence the effectiveness of product placement and branded entertainment include the following,except:
A) placement characteristics
B) supporting promotional activities
C) regulations
D) costs
Q2) Lifestyle marketing involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience.
A)True
B)False
Q3) The Internet is beginning to suffer from increasing advertising clutter.
A)True
B)False
Q4) For movie makers and television producers,the primary motivation behind using product placements and branded entertainment is it creates a positive attitude towards the movie or show and increases viewership.
A)True
B)False
Q5) Identify the four major forms of alternative marketing.
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Chapter 11: Database and Direct Response Marketing
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195 Verified Questions
195 Flashcards
Source URL: https://quizplus.com/quiz/19519
Sample Questions
Q1) Typical objectives for frequency programs include all of the following,except:
A) build brand parity
B) induce cross-selling to existing customers
C) differentiate a parity brand
D) preempt the entry of a new brand
Q2) An incentive program designed to encourage repeat purchases is called:
A) direct marketing
B) permission marketing
C) a frequency program
D) a ride-along program
Q3) A permission marketing program means promotions are only sent to customers that ask for them.
A)True
B)False
Q4) The Internet and e-mail provide excellent,cost-effective channels of communication to build long-term relationships with customers.
A)True
B)False
Q5) Identify the various forms of direct response marketing.
Q6) Identify and describe the two primary types of data coding processes.
Page 13
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Chapter 12: Sales Promotions
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286 Verified Questions
286 Flashcards
Source URL: https://quizplus.com/quiz/19520
Sample Questions
Q1) A retailer agrees to display a particular brand of shoes in the front of the store and on a special end-of-aisle display in exchange for a price discount by the manufacturer.This is an example of a:
A) trade allowance
B) corporate sales program
C) cooperative merchandising agreement
D) vendor support program
Q2) Rewards given to channel members such as brokers,retail salespeople,and others as prizes for winning a contest are known as:
A) slotting fees
B) volume incentives
C) spiff money
D) pay for play
Q3) A diversion is a form of exit fee where funds are transferred from failing products to successful products.
A)True
B)False
Q4) What problems are associated with coupons?
Q5) What is the primary difference between a contest and a sweepstakes?
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Chapter 13: Public Relations and Sponsorship Programs
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178 Verified Questions
178 Flashcards
Source URL: https://quizplus.com/quiz/19521
Sample Questions
Q1) A stakeholder is:
A) a disinterested third party in a negotiation
B) a member of a foreign government
C) a person or group with a vested interest in a firm's well-being
D) lobbyist for a company
Q2) While the overall message to each stakeholder group should be the same,each message should be tailored to meet the different expectations of the various audiences.
A)True
B)False
Q3) When a company pays money to sponsor someone or some group that participates in an activity,it is called:
A) public relations
B) advertising expenditures
C) marketing myopia
D) sponsorship marketing
Q4) What are the five key public relations functions?
Q5) A hit may or may not be a positive news story.
A)True
B)False
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Chapter 14: Regulations and Ethical Concerns
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194 Verified Questions
194 Flashcards
Source URL: https://quizplus.com/quiz/19522
Sample Questions
Q1) When a company must pay for ads that refute false claims it had made in previous ads,it is called a(n):
A) consent order
B) administrative ruling
C) cease-and-desist order
D) corrective advertisement
Q2) Identify the typical steps in an FTC investigation sequence from the initial complaint to a decision that is appealed to the Supreme Court.
Q3) A form of law based on religious teachings is:
A) moral law
B) theocratic law
C) civil law
D) common law
Q4) In terms of ethical frameworks for reasoning,individualism involves making decisions based on the belief that each person has fundamental rights that should be respected and protected.
A)True
B)False
Q5) What is a trade regulation?
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Chapter 15: Evaluating an Integrated Marketing Program
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210 Verified Questions
210 Flashcards
Source URL: https://quizplus.com/quiz/19523
Sample Questions
Q1) In terms of message evaluation techniques,recall tests occur primarily after the ad has been launched.
A)True
B)False
Q2) All of the following are common measures of the overall health of a company,except:
A) market share
B) level of innovation
C) brand awareness
D) productivity
Q3) When advertisers are more concerned about how an ad is received and what information is being comprehended,the best message evaluation test would be a:
A) concept test
B) recall test
C) recognition test
D) physiological test
Q4) What objectives can be used to measure the overall IMC program?
Q5) What are the two main forms of recall tests?
Q6) What forms of emotional reaction tests are available?
Page 17
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