Promotional Strategy
Pre-Test Questions
Course Introduction
Promotional Strategy explores the concepts, tools, and techniques used by organizations to communicate effectively with their target audiences and achieve marketing objectives. The course examines the roles of advertising, sales promotion, public relations, direct marketing, digital and social media, and personal selling within an integrated marketing communications (IMC) framework. Students will analyze case studies, develop promotional campaigns, and gain practical experience in crafting messages, selecting appropriate media channels, setting budgets, and evaluating the effectiveness of promotional activities, with emphasis on strategic planning, ethical considerations, and adapting to contemporary market trends.
Recommended Textbook
Kleppners Advertising Procedure 18th Edition by Ron Lane
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Chapter 1: Background of Todays Advertising
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Q1) Despite various criticisms about modern advertising, consumers use it to:
A)learn what is relevant.
B)avoid cynicism and resentfulness.
C)seek information when making purchase decisions.
D)engage companies whose advertisements they see.
E)entertain themselves.
Answer: C
Q2) The publication responsible for establishing the model statute for state regulation of advertising is:
A)Advertising Age.
B)Printer's Ink.
C)Adweek.
D)Variety.
E)Ad Inc.
Answer: B
Q3) The focus of the earliest advertising companies in the United States was on providing advertising space rather than creativity in design.
A)True
B)False
Answer: True
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Chapter 2: Roles of Advertising
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Q1) Simply put, advertising is supposed to help a business create awareness of useful products so the business can builds shareholder value by profitably moving inventory.
A)True
B)False
Answer: True
Q2) The major risk that companies run when they introduce an entirely new product is:
A)cannibalizing sales of existing brands.
B)damaging the core brand in the minds of consumers.
C)allowing the advertising to carry the marketing burden.
D)confusing consumers because there may be too many new product introductions.
E)prompting consumers to question the value and benefits of the original brand.
Answer: B
Q3) Because of the scrutiny that advertising receives, it must recognize not only its economic role but also societal and cultural roles.
A)True
B)False
Answer: True
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Chapter 3: Brand Planning and the Advertising Spiral
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Q1) Which of the following can cause purchase behaviors to change?
A)changes in consumer's needs
B)changes in life stage
C)changes in income
D)changes in technology
E)All of the above can cause changes in purchase behaviors.
Answer: A
Q2) The AFG Planning seven-step planning cycle helps develop a strategic advertising plan by using account planning at every stage.
A)True
B)False
Answer: True
Q3) The third stage, the ________ stage of advertising a product, occurs when its general usefulness is known widely and its particular qualities are appreciated thoroughly.
Answer: retentive
Q4) The product is the brand because like a product, a brand is manufactured.
A)True
B)False
Answer: False
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Chapter 4: Target Marketing
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Q1) Called ________, this is the recent trend of increasingly cohesive alternative communities sharing common values and passions.
Q2) A type of segmentation that tries to determine whether people will switch preferences in purchasing products is:
A)product-user.
B)brand loyalty.
C)lifestyle.
D)benefits and attitudes.
E)geodemographic.
Q3) Ancestry, education and immigrant are categories data that a new U.S. Census Bureau program provides for a demographic snapshot of the population.
A)True
B)False
Q4) In target marketing, it is important to remember to ________ the markets based on a variety of factors.
Q5) For target marketing purposes, provide a meaningful snapshot of the Hispanic population as indicated mainly by recent U.S. Census Bureau information.
Q6) Discuss the significance of psychographics in target marketing.
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Chapter 5: The Advertising Agency, Media Services, and Other Services
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Q1) Which of the following is NOT part of the media plan process?
A)define media strategy
B)check objectives to ensure they mesh with marketing objectives
C)write copy
D)select media
E)prepare media schedules
Q2) Which of the following may NOT typically be the responsibility of the vice president for marketing services in a traditional advertising agency?
A)media planning
B)writing and art
C)sales promotion
D)media buying
E)research
Q3) Which of the following would you likely find in an advertising boutique?
A)a finance and management department
B)a media department
C)a research department
D)account executives
E)professionals developing creative ideas
Q4) Discuss the major trends that occurred in advertising from 1980 to 2000.
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Chapter 6: The Advertisers Marketingadvertising Operation
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Q1) Which of the following is correct regarding the 70/20/10 approach to managing marketing resources?
A)70% of the budget should go toward systematically learning from experiments.
B)20% of the budget for sustaining innovation
C)20% of the budget for proven marketing strategies
D)10% for historically useful tactics
E)70% of the budget for sustaining innovation and creativity
Q2) Because every square foot of space in a supermarket must pay for itself, grocers charge manufacturers a fee just to place their products on the shelves. That fee is called:
A)a shelving allowance.
B)a slotting allowance.
C)a supermarket stocking fee.
D)a stocking stuffer.
E)product placement fee.
Q3) Selecting a new agency is a critical matter that should pay dividends for years. List and describe major points to be covered in this selection.
Q4) Procter & Gamble is known as a marketing innovator. Discuss why you agree or disagree with that assessment.
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Chapter 7: Media Strategy
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Q1) The need for product demonstration or use of a simple versus complex message approach is something examined in which phase of the media plan?
A)media strategy
B)media scheduling
C)marketing analysis
D)justification
E)promotional strategy
Q2) Given the budget restraints most advertisers have, discuss some options an advertiser might have to make more effective use of advertising dollars.
Q3) Assume you want to place an ad in XYZ Magazine, which has a circulation of 4.6 million, and the price for a four-color page is $223,410, then its CPM would be:
A)$49.26.
B)$47.85.
C)$45.78.
D)$48.57.
E)$46.25.
Q4) Briefly explain the role of media buying, and why it is critical in an advertising campaign.
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Chapter 8: Using Television
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Q1) To determine the success of a television show, you use a measure called:
A)rating.
B)share.
C)gross impressions.
D)net impressions.
E)broadcast profit.
Q2) Major advertisers consider a network that has reached 70 percent potential coverage as:
A)a bad risk for clearance fees.
B)a crucial indicator of financial success for a smaller network.
C)a national program worth their consideration.
D)worthy of their slotting fees.
E)a network's secondary concern.
Q3) Over the past 25 years, with all the diverse programming offered, there has been growth in ratings for top-ranked, regular program series.
A)True
B)False
Q4) Discuss some of the significant statistics associated with modern television viewing.
Q5) List and discuss two major challenges television presents advertisers.
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Chapter 9: Using Radio
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Q1) Which of the following media has the greatest influence closest to the time of purchase?
A)direct mail
B)outdoor
C)POP displays
D)radio
E)TV
Q2) Because radio lacks a visual component, it lacks impact that other media have.
A)True
B)False
Q3) Which of the following is NOT an advantage that satellite links bring to local affiliated stations?
A)ability to have celebrities they otherwise could not afford
B)receiving guaranteed quality programming they otherwise could not afford
C)receiving quality programming based on the latest audience data matching a particular format
D)increased costs for personnel and programming
E)increased national ad revenues
Q4) Arbitron measures radio audiences through use of listener ________.
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Chapter 10: Using Newspapers
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Q1) Define and discuss relationship marketing and its importance to the successful marketing of newspapers to advertisers.
Q2) Ultimately the success of ethnic papers is largely determined by:
A)the strength of the ethnic community.
B)the relative size of the ethnic community compared to the rest of the metro area.
C)editorial content and political activism.
D)advertising support.
E)international events.
Q3) The major categories of weekly newspapers include all of the following EXCEPT:
A)traditional rural weeklies.
B)suburban papers covering events within a portion of a larger metro area.
C)costly shoppers with lots of editorial content.
D)specialty weeklies covering arts, entertainment, or politics.
E)free shoppers with limited editorial content.
Q4) What are the two categories of newspaper advertising? Discuss how each has changed recently.
Q5) Discuss three trends that pose challenges for newspaper publishers.
Q6) What criteria must a newspaper meet to be designated a national newspaper?
Q7) Discuss what the controversy is regarding circulation in newspapers.
Page 12
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Chapter 11: Using Magazines
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Q1) Which of the following is NOT true about ad design and placement in a magazine?
A)Type style and font size can significantly increase readership.
B)Covers are the most expensive positions in most magazines.
C)Four-color ads are worth the additional cost in terms of attention and readership.
D)Two-color ads fail to add to reader attention levels and are not worth the additional expense.
E)Position doesn't add value to an advertisement.
Q2) The most common and oldest partial-run edition is the: A)demographic.
B)geographic.
C)vocational.
D)agricultural.
E)split-run.
Q3) The Sunday supplements-Parade and USA Today Weekend-are neither pure magazine nor pure newspaper, rather they are ________, which have huge circulation and general appeal.
Q4) Magazines such as The Dairyman and American Fruit Grower, which are devoted to certain types of farming or livestock raising, are types of ________ farm magazines.
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Chapter 12: Out-Of-Home Advertising
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Q1) Outdoor advertising is ideal if an advertiser wants to:
A)deliver a message to almost all adults in a geographic market with high frequency and at a very low cost per exposure.
B)convey a detailed message that can be easily understood at a low cost.
C)easily measure and compare audience data to other media.
D)deliver a complex message to a mass audience.
E)blend smoothly into any environment where it is located.
Q2) Advantages the computer and Internet offer outdoor advertisers, media planners, and the industry include all of the following EXCEPT:
A)ease of seeing how a poster will appear in actual location.
B)potential for a number of creative innovations.
C)near elimination of "riding the boards."
D)use of dynamic digital messages displayed on boards.
E)ability to see how drivers will respond to the message.
Q3) Because zoning regulations are more favorable for smaller, eight-sheet posters, they can be used in cost-effective ways to reach various target audiences without expensive waste circulation.
A)True
B)False
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Chapter 13: Digital and Direct-Response Advertising
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Q1) Now that we are in the twenty-first century, who is apparently in charge in the marketplace?
A)big-box retailers
B)manufacturers
C)home-improvement retailers
D)customers
E)federal regulators
Q2) According to Advertising Age, in 2009, the top display advertiser on the Internet was:
A)General Electric.
B)News Corp.
C)Bank of America Corp.
D)IBM Corp.
E)General Motors
Q3) According to Advertising Age, in 2008, the top digital advertising agency was:
A)Sapient.
B)Digitas.
C)IBM Interactive.
D)Wunderman.
E)General Motors.
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Chapter 14: Sales Promotion
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Q1) The term used for the digital insertion of computer-generated advertising into a completed movie or television show or superimposed on a live video feed is:
A)morphing marketing.
B)viral advertising.
C)virtual advertising.
D)digital placement.
E)computer grafting.
Q2) Event marketing is most effective when it involves a long-term relationship that offers advertisers the opportunity to develop a continuing relationship with a loyal audience.
A)True
B)False
Q3) Promotions work best when the objectives are based on short-term sales increases. A)True
B)False
Q4) What factors should you consider when developing a sales promotion strategy?
Q5) Define sampling and discuss some of the growing areas of sampling.
Q6) Discuss briefly the strengths and weaknesses of sales promotion.
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Chapter 15: Research in Advertising
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Q1) Sociological research helps advertisers predict the profitability of a product or service purchase by various consumer segments.
A)True
B)False
Q2) Starch Readership Service classifies respondents who read half or more of the written material in the ad under scrutiny as:
A)associated.
B)noted.
C)read most.
D)halfers.
E)disassociated.
Q3) Many marketers and advertising agency executives recognize that most of the commonly used copy testing techniques do not adequately assess consumers' emotional responses to advertising.
A)True
B)False
Q4) A(n)________ is a relatively new position advertising agencies have established in their restructured or downsized research departments; this position is typically responsible for all research.
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Chapter 16: Creating the Message
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Q1) All of the following contribute to flow EXCEPT:
A)headline.
B)positioning of the elements.
C)background color.
D)brand name.
E)illustration.
Q2) Dean Rieck, president of Direct Creative, advocates the use of testimonials and success stories and also suggests all of the following EXCEPT:
A)testimonial subjects should be similar to prospects.
B)you should not rewrite or fabricate testimonials.
C)you should use full names and appropriate titles.
D)testimonials are more effective if they are from experts.
E)testimonial subjects should be relevant to prospects.
Q3) For a testimonial to be most effective, it should come from either an expert or someone with relevant experience.
A)True
B)False
Q4) The word ________ comes from the Gaelic word meaning "battle cry," and in advertising it sums up the theme for a product's benefits.
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Chapter 17: The Total Concept: Words and Visuals
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Q1) The mathematical and optical centers of a page for an ad are always identical.
A)True
B)False
Q2) What creative elements are needed to attract attention to an ad, and how can they be used?
Q3) A successful creative concept must not only be an attention-grabber, it must also:
A)develop the concept humorously.
B)develop the copy simply.
C)put across the main selling point and brand name.
D)be memorable.
E)be easily executable at a reasonable price.
Q4) Which of the following would NOT be a basic area of the creative process?
A)medium or vehicle used
B)concepts
C)research data
D)words
E)pictures
Q5) The font system jointly developed by Adobe and Microsoft with a greatly expanded character set, which can include thousands, is called ________.
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Chapter 18: Print Production
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Q1) Print production people, as technical people first, should not be concerned with planning or being a liaison between the agency and the printer or freelance graphic artists.
A)True
B)False
Q2) Which of the following does NOT pertain to sheet-fed presses?
A)feeds paper rapidly
B)can be used in letterpress printing
C)can be used in offset printing
D)can be used in gravure printing
E)Prints about 6,000 to 7,000 sheets per hour.
Q3) Any art, type, or image that has no tonal value is called line art.
A)True
B)False
Q4) Although prepress operations are rapidly moving toward digital approaches, the printing process is employing digital technology much more slowly.
A)True
B)False
Q5) Why are production data and scheduling so important to print production?
Page 20
Q6) Discuss why using all capitals is not a good idea in advertising.
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Chapter 19: Video and the Commercial
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Q1) What is online language? Provide and highlight a list of five standard terms.
Q2) An agency producer may retain the services of a production company whose entire business is filmmaking; the agency producer will work with this person to create the commercial according to agency specifications. This person is called:
A)the account executive.
B)the client representative.
C)the director.
D)an outside producer.
E)a studio rep.
Q3) Which person from an agency would you expect to be present at a preproduction meeting?
A)account supervisor
B)advertising manager
C)brand manager
D)director
E)budget accountant
Q4) Describe some of the so-called CGI wizardry that is used to make videos and commercials.
Q5) List and highlight five visual techniques appropriate to video and commercials.
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Chapter 20: The Radio Commercial
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Q1) Copy that comes in under the traditional number of words associated with its designated commercial time does not provide an advantage to any of the parties involved in radio advertising.
A)True
B)False
Q2) What characteristics does radio have that can help it remain a competitive advertising medium?
Q3) Which of the following will NOT vitalize radio copy?
A)simplicity, clarity, and coherence
B)establishing rapport
C)including cutting-edge data
D)interest
E)pleasantness
Q4) An advantage radio does NOT have over other media.
A)flexibility
B)price
C)marketability
D)believabilty
E)promotability
Q5) Describe the nature of radio, especially in comparison to other media.
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Chapter 21: Trademarks and Packaging
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Q1) For a trademark to be successful, regardless of its form, it must:
A)be avant-garde.
B)offset the manufacturer's product and image.
C)be distinctive and complement the product and image.
D)be inoffensive.
E)be sophisticated looking.
Q2) Characteristics associated with the United States Patent and Trademark Office include all of the following EXCEPT:
A)formerly known as the Patent and Trademark Office.
B)maintains the Principal Register.
C)protects all trademarks globally.
D)reviews all trademark applications for federal registration.
E)determines if applications meet federal registration requirements.
Q3) Promoting abstract symbols as logos can be very costly and abstract logos are difficult to remember.
A)True
B)False
Q4) A(n)________ word is an original and arbitrary combination of syllables forming a word that may be used as a trademark.
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Chapter 22: The Complete Campaign
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Q1) Every aspect of the integrated marketing communication must function to communicate with ________.
Q2) Advertisers design a regional or national campaign to run, on average, for:
A)12 months.
B)17 months.
C)23 months.
D)three to four years.
E)rarely more than five years.
Q3) Subway's success with the $5 sandwich menu prompted other sandwich makers to move into a value mode.
A)True
B)False
Q4) Trying to answer the questions "Where are we today, how did we get here, and where are going?" are part of the advertising planning process known as:
A)creative objectives.
B)media objectives.
C)situation analysis.
D)SWOT analysis.
E)market assessment.
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Chapter 23: International Advertising
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Questions
Q1) International marketing plans are conducted by executives with titles such as:
A)regional marketing manager.
B)global brand manager.
C)global advertising officer.
D)global vice president in charge of expansion.
E)regional marketing executive.
Q2) Which of the following organizations does not monitor and limit advertising messages?
A)Federal Trade Commission
B)Advertising Standards Authority
C)Council of Better Business Bureaus
D)People's Republic Foreign Ideology Committee
E)European Advertising Standards Alliance
Q3) There are times when exporting the product but changing its name is a viable product and marketing strategy.
A)True
B)False
Q4) Describe some of the more important creative and cultural considerations when designing global advertising campaigns.
Q5) Describe how a typical firm approaches the decision to market globally.
Page 25
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Chapter 24: Economic, Social, and Legal Effects of Advertising
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Q1) The Shapero case established that:
A)there are distinctions among various types of professional solicitations.
B)a targeted mail solicitation by accountants to prospective clients is allowable.
C)prospective clients would not likely be subject to uninformed acquiescence.
D)a targeted letter posed no threat of pressure to consumers who are under a threat of legal action.
E)a letter to consumers involved in a legal action is a threat to their privacy.
Q2) The 1998 Master Settlement Agreement focused on:
A)health insurance firms and their rights to solicit.
B)pharmaceutical companies and their rights to advertise on TV.
C)tobacco companies and how they could advertise and promote their products.
D)stockbrokers and their rights and responsibilities to their clients.
E)lawyers and their ability to advertise.
Q3) Discuss advertising's influence on editorial decisions, including the four specific ways in which the relationships between advertisers and the media are changing.
Q4) The use of inappropriate humor, messages in poor taste
A)True
B)False
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