Promotional Strategy Practice Exam
Course Introduction
Promotional Strategy explores the principles and practices involved in the development and implementation of effective promotional campaigns. The course examines the role of promotion within the broader marketing mix, including advertising, public relations, sales promotion, direct marketing, and digital media. Students learn to analyze target markets, set communication objectives, develop creative messaging, and select appropriate media channels. Through case studies and practical projects, students gain insight into budgeting, ethical considerations, campaign evaluation, and the integration of traditional and emerging promotional tools to influence buyer behavior and achieve organizational goals.
Recommended Textbook
Integrated Advertising Promotion and Marketing Communications 6th Edition by Kenneth
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15 Chapters
2867 Verified Questions
2867 Flashcards
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Page 2
E. Clow
Chapter 1: Integrated Marketing Communications
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102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/21431
Sample Questions
Q1) Kodak's marketing team identifies a group of people who are most likely to use the company's new digital photo technology and creates advertisements specifically for them. In a communication model, these individuals are:
A) senders
B) decoders
C) receivers
D) subjects
Answer: C
Q2) Many marketing experts feel the advancement of the Internet and information technology has caused a shift in channel power:
A) from producers to wholesalers
B) away from manufacturers
C) from retailers to wholesalers
D) to consumers
Answer: D
Q3) Describe brand parity.
Answer: Brand parity is the problem that 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 Verified Questions
200 Flashcards
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Sample Questions
Q1) A product's package is the final opportunity for a brand to make an impression on a consumer before a purchase is made.
A)True
B)False
Answer: True
Q2) From the consumer's perspective, corporate image provides psychological reinforcement and social acceptance of a purchasing decision.
A)True
B)False
Answer: True
Q3) Brand infringement occurs when a company creates a brand name that closely resembles a popular or successful brand.
A)True
B)False
Answer: True
Q4) Normally, an image can be rejuvenated with an effective advertising campaign.
A)True
B)False
Answer: False
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Chapter 3: Buyer Behaviors
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204 Verified Questions
204 Flashcards
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Sample Questions
Q1) It is typical for dual-channel marketing to begin with:
A) sales to businesses and later to consumers
B) manufacturer demand for better component parts
C) retailer demand for new products
D) consumer demand for more purchasing options
Answer: A
Q2) An inept set consists of brands that are not considered because they elicit negative feelings.
A)True
B)False
Answer: True
Q3) Which component of an attitude contains the feelings or emotions a person has about a product?
A) affective
B) cognitive
C) conative
D) rational
Answer: A
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Chapter 4: The IMC Planning Process
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201 Flashcards
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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) concave downward function
D) carryover effect
Q2) Newer and smaller companies are inclined to use which method when developing marketing communications budgets?
A) percentage of sales
B) meet the competition
C) what we can afford
D) payout planning
Q3) Market segments should be internally:
A) heterogeneous
B) identifiable
C) unique
D) homogeneous
Q4) What are the characteristics of a viable market segment?
Q5) What is the first step in the IMC Planning Process? Describe the components.
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Chapter 5: Advertising Management
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202 Flashcards
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Sample Questions
Q1) A "left-brain" advertisement is logical, factual, and rational.
A)True
B)False
Q2) The account planner works closely with the account executive to schedule meetings and to explore the various media options that can be used during the campaign.
A)True
B)False
Q3) From the methods listed below, the best method for building brand awareness is:
A) consumer promotions
B) advertising
C) trade promotions
D) personal selling
Q4) In terms of selecting an advertising agency, without clearly understood goals, it is virtually impossible to choose an agency because company leaders may not have a clear idea of what they want to accomplish.
A)True
B)False
Q5) For the creative brief, name the most common objectives of an advertisement.
Q6) Name the steps of advertising campaign management.
Page 7
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Chapter 6: Advertising Design: Theoretical Frameworks and Types of Appeals
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Name the components of the MECCAS model. What does MECCAS stand for?
Q2) Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by individuals, apart from the ad. The advantages of this method of writing songs for ads include the following, except:
A) it is easier to develop brand awareness, brand equity, and brand loyalty
B) marketers see an opportunity to tie a new, emerging song to a product
C) many consumers are interested in finding out who performs the music in various ads
D) the Internet provides an opportunity to post the song for people to enjoy
Q3) The key phrase that summarizes an advertisement's message is the:
A) leverage point
B) product benefit
C) tagline
D) personal value
Q4) Taglines are important because they carry over from one ad to another and provide consistency across ad campaigns.
A)True
B)False
Q5) What is a leverage point?
Page 8
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Chapter 7: Advertising Design: Message Strategies and
Executional
Frameworks
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) One of the major keys to successfully using the informative execution is:
A) using customers in the ad
B) placement of the ad
C) the selection of the right media
D) the type of appeal that is used
Q2) If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business ads.
A)True
B)False
Q3) Wal-Mart's emphasis on low prices violates the principle of consistent positioning, which stresses quality instead.
A)True
B)False
Q4) Consumers often think comparative ads:
A) are less believable
B) are more believable
C) contain accurate information
D) develop more favorable attitudes toward the brand
Page 9
Q5) What are the two types of conative message strategies? Define both.
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Chapter 8: Traditional Media Channels
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200 Flashcards
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Sample Questions
Q1) GoDaddy.com has generated buzz through producing advertisements for the Super Bowl they know will be rejected, thus generating traffic to the company's website to see the banned ad.
A)True
B)False
Q2) The size of the advertising agency or media buying firm has an impact on the rates that a company will pay for media time and space.
A)True
B)False
Q3) Radio advertising offers the advantage of having definable target markets based on the radio station's format.
A)True
B)False
Q4) Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach.
A)True
B)False
Q5) Define reach, frequency, continuity, and gross impressions.
Q6) What are the primary benefits of newspaper advertising? The primary problems?
Page 10
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Chapter 9: Digital Marketing
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Firms can reduce costs when customers order over the Internet in the following ways, except:
A) lower production costs in manufacturing the product
B) reduced shipping costs since the customer pays for shipping
C) decreased labor costs in stocking or restocking shelves
D) lower sales costs since sales people are not used for the transaction
Q2) Viral marketing is preparing a marketing message that in some way is passed from one consumer to another through digital means.
A)True
B)False
Q3) A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:
A) change purchasing habits more permanently
B) create brand awareness
C) substitute payment plans
D) find new buyers
Q4) What are the ingredients of a successful e-mail campaign?
Q5) What kinds of e-commerce incentives can be offered to encourage consumers to purchase products over the Internet?
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Chapter 10: Alternative Marketing
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Sample Questions
Q1) The Word of Mouth Marketing Association encourages companies that use their employees to generate buzz marketing through posing as customers to be honest and share both their positive and negative thoughts about the company's products.
A)True
B)False
Q2) Experiential marketing combines direct marketing, buzz marketing, and sales promotions into a single consumer experience.
A)True
B)False
Q3) Identify the major forms of alternative marketing.
Q4) Experiential marketing typically involves direct marketing through some type of interactive means that engages consumers with the brand.
A)True
B)False
Q5) Buzz marketing works because people trust someone else's opinion more than paid advertising and because people like to share their opinions.
A)True
B)False
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Chapter 11: Database and Direct Response Marketing and Personal Selling
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200 Verified Questions
200 Flashcards
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Sample Questions
Q1) Jennifer is a salesperson and has just finished answering objections of a client. The next step in the selling process for Jennifer is:
A) to make the sales presentation
B) acquire knowledge of the client
C) the sales closing
D) the follow-up
Q2) The most likely individuals to be enticed to join a frequency or loyalty program are:
A) light users
B) moderate users
C) heavy users
D) new users
Q3) In the selling process, ________ follows the sales presentation.
A) handling objections
B) knowledge acquisition
C) sales closing
D) follow-up
Q4) The Internet has not been a successful medium for direct response advertising.
A)True
B)False
Page 13
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Chapter 12: Sales Promotions
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203 Verified Questions
203 Flashcards
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Sample Questions
Q1) The primary disadvantage of sampling is:
A) inability to target the sample effectively
B) diminished effectiveness
C) lack of visibility
D) cost of producing and distributing the sample
Q2) Co-op advertising programs allow retailers to use the manufacturer's dollars to expand advertising programs.
A)True
B)False
Q3) When a retailer stocks up on Maxwell House coffee while it is on-deal to sell them later when they are off-deal, it is:
A) a diversion
B) quantity-seeking
C) forward buying
D) a slotting fee
Q4) Many large national and international trade shows are losing customers to niche shows.
A)True
B)False
Q5) Name and describe the five categories of buyers who attend trade shows.
Page 14
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Chapter 13: Public Relations and Sponsorship Programs
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201 Flashcards
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Sample Questions
Q1) In planning a sponsorship or event marketing program, after the marketing team establishes promotions of the event or sponsorship, the next step would be:
A) create objectives
B) identify key publics
C) include the company in all brochures and advertising
D) monitor the event
Q2) Describe sponsorship marketing.
Q3) In terms of consumer segments, the Greenback Greens are less committed to environmentally safe products.
A)True
B)False
Q4) What are the two forms of preventive damage control measures?
Q5) Strong corporate and brand names can enhance businesses during good times and protect them during a crisis or when a problem occurs.
A)True
B)False
Q6) Cause-related marketing and green marketing are essentially the same activity.
A)True
B)False
Page 15
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Chapter 14: Regulations and Ethical Concerns
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Sample Questions
Q1) If after an administrative hearing a company is still not satisfied with the ruling of the Federal Trade Commission (FTC), the next step is to:
A) appeal the decision to the Court of Appeals
B) hold a hearing before the full FTC
C) appeal the decision to the Supreme Court
D) hold a hearing before an administrative law judge
Q2) A form of law based on local customs, traditions, and precedents is:
A) moral law
B) theocratic law
C) civil law
D) common law
Q3) When a substantial number of people are misled by a series of commercials, it is deemed to be deceptive or misleading.
A)True
B)False
Q4) Anyone can file a complaint to the FTC concerning what he or she deems to be a deceptive or misleading advertising or marketing practice.
A)True
B)False
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Chapter 15: Evaluating an Integrated Marketing Program
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154 Flashcards
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Sample Questions
Q1) Advertising tracking by companies such as Nielsen IAG indicates how well an advertisement performed compared to previous campaigns.
A)True
B)False
Q2) While some marketing professionals do not favor copytesting, the majority think it is necessary because without it, creativity is stifled.
A)True
B)False
Q3) Measuring changes in sales following a marketing campaign is easier now than in the past because of:
A) commercial database services
B) scanners and the UPC
C) the power of retailers to control sales data
D) Internet technology
Q4) The greatest danger in using a long time period for a test market is:
A) the cost of the test market
B) fear the competition will have time to study the test market and react
C) the possibility of more interference from external factors
D) changes in the economy
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