Promotional Strategy Review
Questions
Course Introduction
Promotional Strategy explores the principles and practices essential for developing effective promotional campaigns in todays dynamic marketing environment. Students learn how to strategically plan, execute, and evaluate various promotional tools, including advertising, sales promotions, public relations, and digital marketing. The course emphasizes the integration of promotional activities within the broader marketing mix and examines both traditional and contemporary approaches to communication with target audiences. Real-world case studies and projects help students understand how to craft compelling messages, select appropriate media channels, and measure campaign effectiveness, preparing them to drive brand awareness and achieve organizational objectives.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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Q1) Which approach will best serve the customers' needs and motivate them to purchase the brand?
A) inside-out
B) outside-in
C) top-down
D) bottom-up
E) combination
Answer: B
Q2) The choice of appropriate marketing communications tools and media naturally flows from the answer to which of the following questions?
A) "What is the most cost-efficient communications to use?"
B) "Which communications tool best serves the company's needs?"
C) "How easy will it be to evaluate the effectiveness of the communications?"
D) "What are the communications supposed to do or accomplish?"
E) "Who is the target audience for the communications?"
Answer: D
Q3) The concept of media is relevant to all marcom tools.
A)True
B)False
Answer: True
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Chapter 2: Enhancing Brand Equity and Accountability
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Sample Questions
Q1) From the company's viewpoint,which of the following is the best statement a customer can make about a brand?
A) I like this brand.
B) This brand has the best value.
C) This brand is my favorite.
D) I like the way this brand works.
E) This brand has the best quality.
Answer: C
Q2) Charles wants to learn how good (or bad) new brands are and what benefits they are (in)capable of delivering by trying and using them.Which approach to enhancing brand equity is this known as?
A) message-driven approach
B) leveraging approach
C) trial-and-error approach
D) speak-for-itself approach
E) initial approach
Answer: D
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Chapter 3: Brand Adoption, Brand Naming and Intellectual
Property Issues
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Sample Questions
Q1) A patent grants the holder exclusive rights to use an invention for 70 years.
A)True
B)False
Answer: False
Q2) A copyright is a distinctive sign used by any legal entity to identify the good or services to customers with which it appears and to distinguish its goods or services from competition.
A)True
B)False Answer: False
Q3) Abuse of trademarked Disney characters online is an example of trademark counterfeiting.
A)True
B)False Answer: False
Q4) Explain the role of the fair use doctrine in copyright protection.
Answer: The fair use doctrine is part of the Copyright Act and it states that use of copyrighted work for the purpose of criticism,comment,news reporting,teaching,scholarship,or research is not a copyright infringement.
Page 5
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Chapter 4: Environmental, Regulatory and Ethical Issues
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Sample Questions
Q1) The FTC is the U.S.government agency with primary responsibility for regulating advertising at both the federal and state levels.
A)True
B)False
Q2) Discuss the costs and benefits of regulation and who pays for or receives each,respectively.When is regulation justified?
Q3) Compare and contrast the FTC's deceptive advertising and unfair advertising policies,and give an example of each type of advertisement.
Q4) The NAD and NARB were established to _____.
A) sustain standards of truth and accuracy in national advertising to adults
B) eliminate federal and state regulation of advertising
C) uphold standards of taste and decency in national advertising to adults
D) punish national advertisers that violate standards of taste and decency in their ads
E) punish national advertisers that encourage children to demand products from their parents
Q5) Discuss three ethical issues in advertising.
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) The average age of African Americans is considerably older than that for whites.
A)True
B)False
Q2) Leigh is a well educated 42 year old and earns a higher income than most people her age.She would most likely fit into the Generation X category known as _____.
A) Achievers
B) Bystanders
C) Yup & Comers
D) Playboys
E) Drifters
Q3) Which group has been heralded as the newest "hot" ethnic market?
A) Hispanic Americans
B) non-white Latinos
C) African Americans
D) Asian Americans
E) Native Americans
Q4) Targeting implies efficiency of effort.
A)True
B)False
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Chapter 6: The Communications Process and Consumer Behavior
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Sample Questions
Q1) The process of translating thought into a symbolic form is known as _____.
A) encoding
B) providing feedback
C) creating noise
D) decoding
E) using the message channel
Q2) Encoding is the process of translating thought into symbolic form.
A)True
B)False
Q3) The HEM perspective views consumers as pursuing objectives which allow them to get the most for their money.
A)True
B)False
Q4) An individual's mood can influence his or her perception of stimulus objects.
A)True
B)False
Q5) A field of experience is the sum total of a person's experiences during his or her lifetime.
A)True
B)False
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Chapter 7: The Role of Persuasion in IMC
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Sample Questions
Q1) Gina went to a drugstore for a bottle of shampoo.She walked past a point-of-purchase display for Jhirmack shampoos and conditioners,ignored a price-off coupon for Prell,and went directly to the shelf display for the brand she always purchases-Johnson & Johnson's Baby Shampoo.Chances are,Gina's decision is driven most by which attitude component?
A) cognitions
B) affect
C) message arguments
D) peripheral cues
E) opportunity
Q2) Jack Joseph challenges the message claim made in an automobile commercial.This is an example of _____.
A) planned arguments
B) policy arguments
C) antiarguments
D) counterarguments
E) support arguments
Q3) The cognitive component of an attitude represents one's behavioral tendency.
A)True
B)False
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Chapter 8: Imc Objective Setting and Budgeting
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Sample Questions
Q1) The encoding variability hypothesis contends that people's memories for information are enhanced when _____.
A) humor is used in the advertisements
B) the brand is advertised with varied messages or in multiple media
C) there is comparative advertising
D) price is stressed in the advertisements
E) fear appeals are used
Q2) In terms of profitability,investing in advertising can be justified only if the incremental revenue generated from the advertising effort exceeds the increase in the _____.
A) production expense
B) operational expense
C) discretionary expense
D) advertising expense
E) committed expense
Q3) According to the traditional view,a brand's sales volume during any given period is the consequence of a host of factors in addition to marcom efforts.
A)True
B)False
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Chapter 9: An Overview of Advertising Management
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Sample Questions
Q1) Advertising's most important function is to increase sales.
A)True
B)False
Q2) _____ is a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future.
A) Public relations
B) Advertising
C) Communications
D) Marketing
E) Marcom
Q3) Whether one chooses to invest or disinvest in advertising a brand depends largely on expectations about how advertising will influence a brand's sales volume and revenue.
A)True
B)False
Q4) Usage expansion advertising consists of teaching new uses for existing brands.
A)True
B)False
Q5) List and describe the five functions of advertising.
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) Which of the following is a criticism of the means-end approach and the method of laddering?
A) The laddering method "forces" interviewees to identify hierarchies among attributes, consequences, and values that may actually not have existed before the interview and absent the interviewer's directive probes.
B) Consumers may possess clear-cut linkages between attributes and consequences but not necessarily between consequences and values.
C) The ultimate hierarchy constructed through laddering is a crude aggregation of the A C V chains from multiple individuals into a single chain that represents the input into a MECCAS model.
D) None of these are correct.
E) All of these are correct.
Q2) The resonance creative style is most appropriate for a company that dominates a product category.
A)True
B)False
Q3) Explain the six alternative creative strategies.For each style,provide an example of an actual advertisement that uses that style.
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Page 12
Chapter 11: Endorsers and Message Appeals in Advertising
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Sample Questions
Q1) Comparative advertising _____.
A) is less effective than non-comparative ads in enhancing brand name recall
B) is perceived as somewhat more believable than non-comparative advertising
C) is more effective when claims are made to appear more credible.
D) generates less favorable attitudes toward the sponsoring brand
E) All of these are correct.
Q2) The degree of honesty or trustworthiness of a source depends primarily on the audience's perception of the source's ______.
A) familiarity
B) intent
C) likability
D) power
E) attractiveness
Q3) As long as a celebrity is well known,advertising executives are generally not concerned about whether or not the celebrity's behavior,values,or appearance be compatible with the image desired for the advertised brand.
A)True
B)False
Q4) Explain why consumers need not fear the effects of subliminal advertising.
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Chapter 12: Traditional Ad Media
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Sample Questions
Q1) When a national television advertiser places ads in select geographic markets,this is termed _____.
A) geographically selected advertising
B) local advertising
C) spot advertising
D) geodemographic advertising
E) network advertising
Q2) A strength of newspaper advertising is the _____.
A) lack of clutter
B) ease of buying for national advertisers
C) ability to reach specific groups of consumers effectively
D) excellent reproduction quality
E) flexibility
Q3) Newspapers historically had been the leading advertising medium,but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures.
A)True
B)False
Q4) Discuss the strengths and limitations of television advertising.
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Chapter 13: Digital Media: Online, Mobile and App Advertising
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Q1) The major difference between websites and other alternative online ad formats is that users seek out websites in a goal-oriented fashion.
A)True
B)False
Q2) Phishing occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.
A)True
B)False
Q3) Which of the following types of online ads is NOT considered rich media?
A) banner ads
B) pop-up ads
C) interstitials
D) superstitials
E) video ads
Q4) Integration and interactivity are key features of online advertising.
A)True
B)False
Q5) Compare and contrast the concepts of individualization and interactivity.
Page 15
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Chapter 14: Social Media
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Sample Questions
Q1) Facebook's rules don't allow consumers to make or spread negative comments about the companies that advertise on Facebook.
A)True
B)False
Q2) All of the following are possible objectives of social media campaigns except _____.
A) enhance public relations
B) explore social media
C) offer deals
D) launch a cause
E) elicit consumer-generated stories
Q3) Which form of device is used most often to access Facebook?
A) tablet
B) smartphone
C) desktop
D) laptop
E) other devices
Q4) Facebook ads can be targeted based on criteria like gender and network. A)True
B)False
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Chapter 15: Direct Marketing, CRM, and Other Media
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Q1) Direct advertising enables the advertiser to convey a message to a target market that has been selected with precision.
A)True
B)False
Q2) According to the Telemarketing Sales Rule (TSR),telemarketers must not _____.
A) tell customers the odds of winning any prizes
B) tape record a customer's express oral authorization
C) maintain lists of the names and addresses of all prize winners
D) call customers before 8 A.M.
E) maintain complete employment records
Q3) Success of direct mailing depends on the quality of mailing lists contained in a company's database.
A)True
B)False
Q4) Research shows that users of yellow pages tend to have relatively low household incomes.
A)True
B)False
Q5) What factors have turned marketers to the widespread use of direct mail advertising?
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Chapter 16: Media Planning and Analysis
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Sample Questions
Q1) _____ adjust vehicle ratings to reflect just those individuals who match the advertiser's target audience.
A) Gross rating points (GRPs)
B) Target rating points (TRPs)
C) Efficiency rating points (ERPs)
D) Net rating points (NRPs)
E) Indexed rating points (IRPs)
Q2) Suppose Thread's Corporation,an apparel manufacturer that specializes in casual clothing,decides to spend its entire advertising budget in three months-May,August,and December.What type of advertising schedule does Thread's use?
A) continuous
B) trade-off
C) pulsing
D) flighting
E) concentrated
Q3) CPM-TM is calculated by taking the total cost of the ad divided by the number of target market contacts (expressed in thousands).
A)True
B)False
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Page 18
Chapter 17: Measuring Ad Message Effectiveness
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Sample Questions
Q1) Liveamatics are the closest to a finished commercial,but they do not fully represent the actual settings or talent that will be used in the actual commercial.
A)True
B)False
Q2) Which form of message research is concerned with measuring the effects an advertisement may have or has had?
A) secondary
B) qualitative
C) quantitative
D) valid
E) reliable
Q3) A test commercial received an ARS score of 1.2.What does this mean?
A) This commercial is likely to result in a 20 percent increase in market share.
B) This commercial is likely to result in market-share gains between 1 and 2 percent.
C) This commercial is probably incapable of driving market-share gains.
D) This commercial is probably incapable of catching consumers' attention.
E) The score for this commercial is defined as elastic.
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19
Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) Off-invoice allowances often induce retailers to stockpile products in order to take advantage of the temporary price reductions.
A)True
B)False
Q2) A manufacturer's objective for using trade-oriented sales promotion could include reducing excess inventories and increasing turnover.
A)True
B)False
Q3) The proportion of switchers drifting from low to high-quality brands when the latter is on deal is higher than the proportion moving in the other direction when a low-quality brand is on deal.This situation describes a switching behavior that is _____.
A) asymmetric
B) symmetric
C) correlated
D) elastic
E) inelastic
Q4) Explain forward buying and diverting.Who benefits or loses from these practices?
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Sample Questions
Q1) Valpak Direct Marketing Systems _____.
A) measures the effectiveness of newspaper advertisements
B) manufactures point-of-purchase displays
C) distributes freestanding insert coupons
D) is an advertising agency
E) is a cooperative program for distributing coupons via direct mail
Q2) Which of the following is a problem with the use of in-store sampling?
A) consumers are not receptive to them
B) not effective in generating trial
C) failure to reach sufficient numbers of consumers to justify its expense
D) inability to target effectively
E) limited creative possibilities
Q3) In the classification of consumer-oriented sales promotions (Table 19.1)the cell that represents "Immediate Reward" and "Reinforcing Brand Image" (cell 5)is empty.Explain why this is the case.
Q4) Explain how to calculate the return on investment for a sampling investment.
Q5) More coupons are distributed in the United States than elsewhere.
A)True
B)False
Q6) Describe the coupon redemption process and how misredemption can occur. Page 21
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Page 22
Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Q1) Which of the following are sometimes used as an alternative to price-off deals when price-off deals are either overused or resisted by the trade?
A) coupons
B) rebates
C) add-ons
D) premiums
E) bonus packs
Q2) _____ refers to two or more brands from the same company promoted in a single promotional effort.
A) Intracompany tie-in
B) Intercompany tie-in
C) Intracompany overlay
D) Intercompany overlay
E) In-house promotion
Q3) Bonus packs are extra quantities of a product that a company gives to consumers at the regular price.
A)True
B)False
Q4) Define what a premium is,and name and describe the four types of premiums.
23
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Chapter 21: Public Relations, Content Marketing, Viral
Marketing, and Sponsorships
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Q1) Research has shown that those who are loyal to a company or brand are more likely to experience diminished evaluations following negative publicity about that company.
A)True
B)False
Q2) Which of the following activities should be included in an antirumor campaign?
A) Deciding the specific points in the rumor that need to be refuted
B) Emphasizing that the rumor is untrue or unfair
C) Picking appropriate media and vehicles for delivering the antirumor message
D) Selecting a credible spokesperson to deliver the message on the company's behalf
E) All of these are correct.
Q3) Relationships forged between a brand and a sponsored event can serve to enhance a brand's equity,both by enhancing its image and by _____.
A) reaching the current target market
B) taking the place of advertising in building buzz
C) increasing consumers' awareness of the brand
D) convincing consumers' of the uniqueness of the brand
E) serving as a sales promotion device
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Page 24
Chapter 22: Packaging, Pop Communications, and Signage
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Q1) Orange is often considered active,stimulating,energetic and vital.
A)True
B)False
Q2) Name and describe the two major forms of billboard advertising.
Q3) Which of the following is a benefit provided to retailers by POP material?
A) attracting the consumer's attention
B) increasing consumers' interest in shopping
C) extending the amount of time consumers spend in the store
D) perform a merchandising function in aiding retailers in using available space to the best advantage
E) All of these are correct.
Q4) Painted bulletins are hand painted directly on the billboard by artists hired by the billboard owner.
A)True
B)False
Q5) Yellow is a good attention getter.
A)True
B)False
Q6) Name and describe the two general categories of on-premise signage,and list the functions of on-premise signs.
Page 25
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Chapter 23: Personal Selling
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Sample Questions
Q1) Which of the following types of salespeople are employees of manufacturers?
A) inside sales
B) retail sales
C) missionary sales
D) new-business sales
E) None of these are correct.
Q2) What term refers to the altering of sales behaviors during a customer interaction based on perceived information about the nature of the selling situation?
A) adaptive selling
B) SPIN selling
C) persuasive selling
D) aptitude selling
E) objective-and-task selling
Q3) Discuss the advantages of pursuing a career in personal selling.
Q4) List and briefly describe each step or phase in personal selling.
Q5) All elements of the promotional mix and IMC work together to achieve overall organizational objectives.
A)True
B)False
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