Promotional Strategy Review
Questions
Course Introduction
Promotional Strategy explores the principles and practices involved in creating effective promotional campaigns that support marketing objectives. The course examines the integration of advertising, public relations, sales promotion, direct marketing, and digital media to reach target audiences and influence consumer behavior. Students will learn to analyze market conditions, develop integrated communication plans, allocate promotional budgets, and evaluate the effectiveness of promotional tools. Emphasis is placed on strategic decision-making and adapting to changing media landscapes to build brand awareness and drive customer engagement.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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19 Chapters
2850 Verified Questions
2850 Flashcards
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Page 2
Chapter 1: The New World of Marketing Communication
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Sample Questions
Q1) Advertising begins with the ________, the person or organization that uses advertising to send out a message about its products.
A)supplier
B)media
C)agency
D)advertiser
E)vendor
Answer: D
Q2) How can advertising deliver one-to-one communication with a large group of people?
Answer: Direct-response advertising, particularly those types that use digital media, addresses individual members of a targeted group.
Q3) Signs and posters are examples of ________ media.
A)interpersonal
B)interactive
C)digital
D)outdoor
E)broadcast
Answer: D
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Page 3
Chapter 2: Integrated Brand Communication
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150 Flashcards
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Sample Questions
Q1) Parity products are those that have ________.
A)no brand name
B)few competitors
C)few distinguishing features
D)a store's label
E)an international market
Answer: C
Q2) Which of the following is NOT a principle of IMC?
A)Everything communicates.
B)A brand is a unified vision and a complex system.
C)Brand relationships drive brand value.
D)You can't be integrated externally if you are not integrated internally.
E)Every element of the marketing mix should provide equal return on investment.
Answer: E
Q3) Only manufacturers advertise.
A)True
B)False
Answer: False
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Chapter 3: Brand Communication and Society
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150 Flashcards
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Sample Questions
Q1) You, as a consumer, think that an advertisement you saw on television for a national brand is making a false claim. What can you do about it?
Answer: Consumers can:
(1)Contact a consumer activist group.
(2)File a complaint with the appropriate federal regulating agency (i.e., the Federal Trade Commission).
(3)File a complaint with the National Advertising Review Council through the Council of Better Business Bureaus.
Q2) According to federal regulations, a spokesperson who endorses a brand must actually use the brand.
A)True
B)False
Answer: True
Q3) The Federal Trade Commission (FTC)is the primary agency governing the advertising industry.
A)True
B)False
Answer: True
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Chapter 4: How Brand Communication Works
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Sample Questions
Q1) Briefly describe the purpose of Facets Model of Effects and the six types of consumer responses the model posits.
Q2) Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.
A)True
B)False
Q3) Behavior refers to how consumers respond to information, learn, and understand something.
A)True
B)False
Q4) A consumer's brand ________ is motivated by conviction.
A)position
B)image
C)personality
D)preference
E)credibility
Q5) Relevance results when an advertisement initially makes an impression.
A)True
B)False
Q6) Why do marketers value opinion leaders?
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Chapter 5: Segmenting and Targeting the Audience
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Sample Questions
Q1) Though Monique doesn't eat them herself, she buys snack items for her children and is always looking for more nutritious snacks rather than mere junk food. In marketing terms, Monique is considered which type of consumer?
A)user
B)business
C)purchaser
D)influencer
E)trend setter
Q2) Lex, Bob and Monique's oldest son who is away at college, lives with three other students in a house off-campus. According to the U.S. Census, Lex and the other students represent a ________.
A)target market
B)family
C)household
D)reference group
E)subculture
Q3) The first step in the consumer decision process is information search.
A)True
B)False
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Page 7
Chapter 6: Strategic Research
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150 Flashcards
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Sample Questions
Q1) A subset of a population that is representative of the entire population is called a
A)sample
B)cohort
C)subculture
D)census
E)subcensus
Q2) Cover Girl is a brand of cosmetics that can be purchased in major discount stores, drug stores, and grocery stores. One of Cover Girl's largest target markets is college-aged women, and the company wants to get a first-hand understanding of how this market purchases and uses cosmetics on a daily basis. What type of research would be best at getting at this level of understanding?
Q3) Focus groups have the advantage of revealing what people actually do, as distinguished from what they say they do.
A)True
B)False
Q4) Quantitative research is more useful than qualitative research.
A)True
B)False
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Chapter 7: Strategic Planning
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Sample Questions
Q1) What is at the core of all account planning?
A)consumer research
B)pricing plans
C)hard-sell approaches
D)soft-sell approaches
E)distribution management
Q2) Which step of campaign planning details the process by which the effectiveness of the campaign is determined?
A)situation analysis
B)key strategic decisions
C)media strategy
D)message strategy
E)campaign management
Q3) Typical objectives for point-of-purchase displays are to increase immediate sales, attract attention at the decision point, create interest, stimulate urgency, and encourage trial and impulse purchasing.
A)True
B)False
Q4) Compare and contrast a business plan, a marketing plan, and an advertising plan.
Q5) Define account planning and describe the tasks involved.
Page 9
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Chapter 8: Creative Strategy
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Sample Questions
Q1) Which type of message format is designed to arouse curiosity, using mystery ads that don't deliver quite enough information to make sense?
A)teaser
B)slice-of-life
C)spokesperson
D)problem avoidance
E)sensory
Q2) Marcy is a creative consultant who goes to a business or organization to conduct "creative aerobic" sessions. Explain what she does.
Q3) A technique in which six to 10 people work together to come up with ideas is known as ________.
A)concept listing
B)brainstorming
C)convergent thinking
D)free associating
E)dramatizing
Q4) How might creativity be demonstrated in the use of media?
Q5) Give two examples of different types of advertising appeals that marketers can use.
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Chapter 9: Copywriting
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Sample Questions
Q1) Which paragraph(s)gets special attention in body copy?
A)lead
B)middle and closing
C)lead, middle, and closing
D)lead and closing
E)lead and middle
Q2) What is the most common form of online advertising?
A)superstitials
B)pop-ups
C)mobile ads
D)testimonials
E)banner ads
Q3) The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.
A)brand personality
B)key frame
C)tagline
D)elemental visual
E)scripted visual
Q4) Name and describe the types of direct- and indirect-action headlines.
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Chapter 10: Visual Communication
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Sample Questions
Q1) Explain what layout means, and compare the common ad layouts the art director might use.
Q2) A circus layout combines lots of elementsart, type, colorto deliberately create a busy, jumbled image.
A)True
B)False
Q3) Morphing is a video technique in which one object gradually changes into another.
A)True
B)False
Q4) The application of a thin metallic coating molded to the surface of the image with heat and pressure is called ________.
A)foil stamping
B)embossing
C)debossing
D)digitizing
E)overlaying
Q5) Kimberly is considering using visuals of matched or proportional sizes. Name and describe the appropriate layout she should use.
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Chapter 11: Media Basics
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Sample Questions
Q1) The share figure is always larger than the rating for television because the base is smaller.
A)True
B)False
Q2) Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?
A)interactive media
B)viral media
C)mass media
D)personal media
E)niche media
Q3) The use of the media of entertainment to engage consumers with brands is referred to as ________.
A)advertainment
B)viral marketing
C)alternative media
D)subliminal advertising
E)guerilla marketing
Q4) Explain the difference between the terms delivery and connection.
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Chapter 12: Traditional Media
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Sample
Questions
Q1) Which type of billboard is normally created onsite and can even be painted on the sides of buildings, roofs, and natural structures, such as the side of a mountain?
A)painted outdoor bulletin
B)printed outdoor bulletin
C)painted outdoor poster
D)printed outdoor poster
E)outdoor extension
Q2) A magazine page without outside margins, in which the color extends to the edge of the page, is called a ________.
A)marginless page
B)gatefold
C)double-spread
D)full page
E)bleed
Q3) Name and describe one of the three forms of network television advertising.
Q4) Magazine rates are based on the readership of the publication.
A)True
B)False
Q5) Explain the three main types of newspaper advertising.
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Chapter 13: Digital Media
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Sample Questions
Q1) Because online entertainment engages users with escape or relaxation, it's a useful advertising medium for associating brand messages with positive experiences.
A)True
B)False
Q2) What is the biggest problem for most bloggers?
A)required time commitment
B)lack of privacy
C)lack of applicability to social media
D)audience composed almost entirely of members of younger generations
E)impossibility of measuring blog traffic
Q3) Politically active Democrats tend to read many of the same blogs and use many of the same social networks. This is an example of ________.
A)convergence
B)homophily
C)viral marketing
D)database marketing
E)personalization
Q4) What are the purposes of online marketing communication?
Q5) Name and describe the six types of common Internet advertising.
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Chapter 14: Media Planning and Buying
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Sample Questions
Q1) Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?
A)cost per point
B)cost per thousand
C)cost per impression
D)brand development index
E)category development index
Q2) The four basic steps in media planning are targeting, setting media objectives, developing media strategies, and analyzing the metrics of a media plan.
A)True
B)False
Q3) Reach is the percentage of people exposed to a brand message one or more times within a specific period of time.
A)True
B)False
Q4) A client at an advertising agency is concerned about the mix of different media used in the campaign. The advertiser explains that the media plan will use many different outlets but will create a single, coherent brand message. What concept is the advertiser referring to?
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Chapter 15: Public Relations
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Sample Questions
Q1) ________ include press releases, press conferences, and media tours.
A)Internal media
B)External media
C)Controlled media
D)Uncontrolled media
E)Semicontrolled media
Q2) Identify the public relations tool used for Tony's birthday celebration.
Q3) Akou works behind the scenes at Chicago's most popular radio talk show, scheduling newsworthy guests to appear on air. In this role, Akou is a(n)________.
A)opinion leader
B)advocacy advertiser
C)gatekeeper
D)third-party endorser
E)philanthropist
Q4) Ultimately, the difference between advertising and public relations is that advertising takes a longer, broader view of the importance of image and reputation.
A)True
B)False
Q5) Discuss how public relations professionals might be involved in recruitment.
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Chapter 16: Direct-Response
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Sample Questions
Q1) ________ is a practice that uses databases to predict trends and monitor consumers to more effectively implement direct-marketing strategies.
A)Integrated marketing
B)Permission-based marketing
C)Database marketing
D)Conversion marketing
E)Predictive marketing
Q2) Discuss the advantages and disadvantages of direct marketing.
Q3) A direct-response ad on television that is typically 30 or 60 minutes long and tends to be played during non-prime time periods is known as a(n)________.
A)infomercial
B)commercial
C)promotional program
D)telemarketing program
E)home shopping network
Q4) Inbound telemarketing calls generate more consumer resistance than outbound telemarketing calls do.
A)True
B)False
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Chapter 17: Promotions
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Sample Questions
Q1) Which of the following is a type of partnership program used by manufacturers of two or more brands, such as Doritos corn chips and Pace salsa, to leverage similar strengths to achieve a bigger impact in the marketplace?
A)cross promotion
B)licensing
C)sponsorship
D)co-marketing
E)co-branding
Q2) Clinique and other cosmetic counters at department stores frequently have gift-with-purchase promotions in which customers receive a nice cosmetics bag filled with lotions, make-up, and other items such as brushes and mirrors. For really nice gifts, customers have to pay a certain amount, such as $29.99, but they usually get a larger bag and several full-sized products that would cost considerably more if they had purchased them separately. What type of promotion is this, and why is it used?
Q3) An advertising agency's client wants to use the Internet for sales promotion programs. Discuss two types of sales promotions that are appropriate for this medium.
Q4) Name and describe the four partnership programs discussed in your text.
Q5) Name and describe the five types of trade promotions.
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Chapter 18: The Imc Umbrella
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Sample Questions
Q1) Rene is considering advertising for her gift shop located in Memphis, Tennessee. What is the first concern Rene should consider in targeting consumers?
A)demographics
B)geography
C)economics
D)psychographics
E)lifestyles
Q2) What was the objective of Yoplait yogurt's "Save Lids to Save Lives" campaign described in "A Principled Practice"? What kind of marketing is this?
Q3) Which of the following is NOT a main objective of business-to-business advertising?
A)create awareness
B)change attitudes
C)create sales leads
D)gain consumer acceptance
E)encourage repurchase
Q4) Name and describe the program that Head Over Heels uses when it uses a radio spot from Stride Rite with time left at the end.
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Chapter 19: Evaluation of Effectiveness
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Sample Questions
Q1) Which of the following is a service that measures audiences for print media?
A)RADAR
B)Ameritest
C)Mediamark (MRI+)
D)Arbitron
E)A.C. Nielsen
Q2) What do tracking studies show?
A)performance of a marketer's brand over time
B)attitude toward the advertisement
C)return on investment for the campaign
D)past performance of a brand
E)inquiries from an advertisement
Q3) Research methods and analytical techniques are available to demonstrate ROI for public relations activities.
A)True
B)False
Q4) Another way to look at advertising return on investment (ROI)is to use the cost-to-sales ratio.
A)True
B)False
Page 21
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