Strategic Advertising Exam Solutions
Course Introduction
Strategic Advertising explores the principles and practices involved in the planning, development, execution, and evaluation of advertising campaigns to achieve organizational goals. The course examines key concepts such as consumer behavior, market segmentation, brand positioning, and media selection, emphasizing how to craft compelling messages tailored to target audiences across diverse platforms. Through case studies and practical projects, students learn to analyze advertising strategies, measure campaign effectiveness, and adapt to current trends in the ever-evolving advertising landscape, while also considering ethical and cultural implications in global markets.
Recommended Textbook
Advertising and Integrated Brand Promotion 6th Edition by Thomas OGuinn
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18 Chapters
1949 Verified Questions
1949 Flashcards
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Page 2
Chapter 1: The World of Advertising and Integrated Brand Promotion
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) (Scenario 1-3) If the advertisements aimed at consumers who do not currently have a gaming system are successful, it may result in the Move being thought of as the best option for today's gaming entertainment at the expense of the Wii.This is an example of
A)successful product positioning for Sony.
B)primary demand stimulation on the part of Sony.
C)an integrated marketing communications plan.
D)achievement of internal positioning by Sony.
Answer: A
Q2) Advertising is only one area of the marketing mix, and it represents only one of many different IBP tools used in the marketing mix.
A)True
B)False
Answer: True
Q3) Organizations that have tried to stimulate primary demand in mature product categories have had considerable success.
A)True
B)False
Answer: False
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Chapter 2: The Structure of the Advertising and Promotion
Industry: Advertisers, Agencies, Media, and Support Organizations
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Creative boutiques are often referred to as "idea factories."
A)True
B)False
Answer: True
Q2) (Scenario 2-1) Dell decides not to use a full-service advertising agency because it would like its own employees to take responsibility for the new ad campaign. Still, full-service agencies do provide a number of advantages-one of these advantages is A)full-service agencies are often expensive, and spending a lot of money on advertising impresses consumers.
B)full-service agencies are very large, so there are lots of people to help design ad campaign.
C)full-service agencies often have an array of talented professionals to meet all the needs of a client.
D)full-service agencies are the only way to create an ad campaign that implements integrated brand promotion.
Answer: C
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Chapter 3: The History of Advertising and Brand Promotion
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) During which era of advertising did consumers first begin to surround themselves with devices related to communication?
A)the 1970s (1973 to 1980)
B)Peace, Love, and the Creative Revolution (1960 to 1972)
C)World War II and the 50s (1942 to 1960)
D)the Depression (1929 to 1941)
Answer: A
Q2) With the addition of new channels like wireless technology and Web video,
A)advertising is still a paid, mass-mediated attempt to persuade.
B)advertising is no longer a tool that contributes to nurturing brand loyalty.
C)no change will occur in the advertising prepared and delivered to the target audience.
D)advertising is no longer one of the primary marketing mix tools used to stimulate demand.
Answer: A
Q3) Advertisers responded to the Depression by adopting a tough, no-frills style in their ads.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) (Scenario 4-3) Based on the FTC decision, the claim of 20 percent extra casting distance is now found to be undocumented and lacking believable evidence.Who is held responsible for making this unsubstantiated claim?
A)the president of Castaway Sports
B)the agency that produced the commercial
C)the corporation that manufactures the Lightning Rod
D)the celebrity who made the claim in the commercial
Q2) When a manufacturer and dealer share the expense of ads, at times adding hidden price concessions and moving into illegal territory, they are involved in vertical cooperative advertising.
A)True
B)False
Q3) What are the four types of rulings that the FTC might enact in response to claims of unfairness or deception in an advertisement? Name and briefly define as many as you can, beginning with the most lenient and moving on to the strongest response.
Q4) What are the three elements that declare an ad to be "deceptive"? What elements declare an ad to be "unfair"? How is "puffery" related to these concepts?
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Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) A person's standing in a society is often based on social stratification, which reflects the systematic inequalities within that society regarding
A)ethnicity, race, and cultural background.
B)political influence, educational benefits, and intelligence.
C)wealth, power, education, and status.
D)religious beliefs, morals, and values.
Q2) Social class, race, ethnicity, gender, life stage, and even knowledge are ways in which members of a culture are classified by systematic inequalities that affect their social standing, called intergenerational effect.
A)True
B)False
Q3) Which model takes into account consumer involvement levels, information processing, cognitive responses, and attitude formation in a single framework?
A)the multi-attribute attitude model
B)the intergenerational model
C)the elaboration likelihood model
D)the social stratification model
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Page 7
Chapter 6: Market Segmentation, Positioning, and the Value Proposition
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98 Verified Questions
98 Flashcards
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Sample Questions
Q1) (Scenario 6-5) With the new plan, the bowling team is attempting to encourage local bowlers and other bowling aficionados to come watch the team in action.This is an example of ____ segmentation.
A)emergent
B)geographic
C)lifestyle
D)demographic
Q2) The Folgers team aligned its marketing mix in a design that would represent a particular identity, showcasing certain themes and values, shaped to gain distinctive approval from the just-graduated-20-somethings.This demonstrates A)differentiating.
B)targeting.
C)segmenting.
D)positioning.
Q3) As a segment, variety seekers tend to
A)offer the smallest opportunity for a firm seeking regular buyers.
B)buy brands based on sales, discount coupons, or other incentives. C)fall into certain predictable demographic patterns.
D)be unusually enthusiastic and often excessive in their purchasing activities.
Page 8
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Chapter 7: Advertising and Promotion Research
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) (Scenario 7-3) In its research, GM hoped to find why consumers liked certain features in their cars and disliked others. GM inquired about consumer wants and needs, and then looked to apply its findings to product development. This process is called
A)developmental advertising.
B)design thinking.
C)concept testing.
D)audience profiling.
Q2) Which new philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like?
A)Starch Readership Services
B)activities, interests, and opinions
C)design thinking
D)Zaltman Metaphor Elicitation Technique
Q3) What is the basic premise behind a recall test?
A)For an ad to work, it has to be remembered.
B)To be effective, an ad has to be based on motivation.
C)To activate the memory, ads need five repeat exposures.
D)If people like the ad, they will buy the product.
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Page 9
Chapter 8: Planning Advertising and Integrated Brand Promotion
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) A global jewelry retailer serving diverse markets is concerned that its agency is unaware of some cultural issues that may come up in its campaign, since none were addressed in the initial advertising plan.The client is worried that the agency staffers may be unconsciously relying only on their own personal values, experiences, and backgrounds to make promotional decisions, referring to a concept called
A)ethnocentrism.
B)international advertising.
C)share of voice.
D)self-reference criterion.
Q2) (Scenario 8-4) American Express marketers say they do not use the ____ advertising budgeting method because if sales begin to decrease in this segment, so will their budget.
A)share-of-market approach
B)percentage-of-sales approach
C)share-of-voice approach
D)objective-and-task approach
Q3) Why is the objectives section of an advertising plan so important to an advertiser? Name at least three of the objectives described in the text.For each objective, list one important consideration for advertisers.
Page 10
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Chapter 9: Managing Creativity in Advertising and Ibp
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) The creative brief is a small document with a big role-in essence, it gets everyone moving in the same direction.
A)True
B)False
Q2) Redefine problems to see them differently from other people.
Q3) (Scenario 9-1) The Xcellent account manager, Kia Chin, explains to Margolis how they developed the slogan."Before you can be believed, you have to be liked," she says."And what could be better than a new pair of shoes? Remember when you were little and you got a new pair of shoes? And when you learned to lace them up? No matter what their age, everybody likes putting on a new pair of shoes, right?" This creative description for the Shadowleaf slogan could have been drawn from which core characteristic of creative people?
A)childlike thinking
B)obsessive commitment
C)self-confidence
D)unconventional attitude
Q4) Be prepared for opposition whenever you have a really creative idea.
Q5) Learn to cherish ambiguity, because from it comes new ideas.
Q6) Keep growing and experiencing, challenging your own comfort zone.
Q7) Recognize that too much knowledge can stifle creativity.
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Chapter 10: Creative Message Strategy
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) Of all the creative message strategy objectives depicted in the text, the persuasion objective features the greatest number of related methods, including testimonial, infomercial, comparison, demonstration, and others.
A)True
B)False
Q2) (Scenario 10-2) It is strongly believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future. This can be defined as A)recall.
B)advertisement remembrance.
C)strong memory.
D)brand memory.
Q3) "The night-time, sniffling, sneezing, coughing, aching, stuffy-head, fever, so-you-can-rest medicine" is an example of point-of purchase advertising. A)True
B)False
Q4) What is message strategy? How is it used in advertising and promotion?
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Chapter 11: Executing the Creative
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109 Flashcards
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Sample Questions
Q1) (Scenario 11-5) One thing that the art director has learned is that ads should lead the reader's gaze in a logical path that includes the brand name.Which element of design does this involve?
A)order
B)proportion
C)balance
D)unity
Q2) No matter what other positive aspects it may possess, a headline does no good unless it
A)makes a strong emotional appeal.
B)conveys information not included in the body copy.
C)restates the ideas found in the visuals.
D)motivates readers to move on to the rest of the ad.
Q3) Who are the main members of an advertising agency's creative team? List as many as possible.Consider how they are assigned tasks in producing written, audio, and visual elements of ads, and briefly describe these roles and responsibilities.Then identify several key people-from both inside and outside the agency-who are involved in TV production.
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Chapter 12: Media Planning Essentials
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Sample Questions
Q1) You are looking at figures and trying to understand overall media weight for your client's shaving cream ads.You remind yourself that some people who watched TV program A also saw TV program B and also read magazine 1.This is called
A)between-vehicle duplication.
B)above-the-line promotion.
C)within-vehicle duplication.
D)below-the-line promotion.
Q2) Overall, computer media-planning models
A)have taken the place of solid planning and sound judgment.
B)now provide standardized reports that are comparable across media categories.
C)lean toward high-end media options that result in costly media buys.
D)assess a wide range of possibilities and save advertisers a lot of money.
Q3) Media research services that compile data on demographics and brand purchase characteristics of consumers, as well as media exposure are called
A)market research bureaus.
B)media-buying services.
C)agencies of record.
D)single-source tracking services.
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Chapter 13: Media Planning: Newspapers, Magazines,
Television, and Radio
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) The owners of Kelly & Kallihan Funeral Home want their ads to appear alongside the obituary notices in the newspaper.What kind of space should they buy?
A)run-of-paper
B)preferred position
C)run-of-press
D)full position
Q2) Which form of television technology can block advertisements based on the program rating system, originally developed so parents could prevent their children from seeing inappropriate shows?
A)narrowcasting
B)V-chip
C)video on demand
D)closed-circuit
Q3) Public elementary schools in a Midwest city receive a stack of free copies of the city newspaper Monday through Friday.This distribution is based on run-of-press circulation, that is, the circulation measure indicating the number of copies given away free.
A)True
B)False
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Chapter 14: Media Planning: Advertising and Ibp in Digitalinteractive
Media
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) For all that the Internet fundamentally is-a depository for almost limitless information, an email delivery system, an entertainment medium-it has exploded and become so much more in the last few years.One word tells us why.What is that word?
A)broadband
B)spam
C)e-commerce
D)wireless
Q2) Widgets are software modules that allow users to A)drag and drop brand information into their personal blogs. B)automatically access a corporate/brand home page.
C)customize the consumer information they want to receive on a regular basis. D)click on multiple retail links to compare features and pricing.
Q3) A person fills out an online form and gives his permission to a bookstore retailer to send messages about new books, sales, and special incentives to his email address.This is referred to as viral marketing.
A)True
B)False
Q4) As an advertiser, what tools can you use to make your home page as popular as possible?
Page 16
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Chapter 15: Sales Promotion, Point-Of-Purchase
Advertising, and Support Media
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115 Verified Questions
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Sample Questions
Q1) The CEO of a software manufacturer that sells to large insurance firms wants to look at all possible forms of business-market promotions in a new push to gain and maintain lucrative customers.He meets with his marketing director and they review the five main areas of promotion techniques aimed at business buyers.They are A)trade shows, business gifts, premiums and advertising specialties, trial offers, and frequency programs.
B)incentives, allowances, training programs, cooperative advertising, and sampling.
C)merchandise allowances, cash allowances, trade shows, training programs, and incentives.
D)premiums and advertising specialties, frequency programs, incentives, allowances, and cooperative advertising.
Q2) Sales promotion is generally used as a long-term tactic and widespread strategy to promote an image for the brand and create emotional connections with the consumer.
A)True
B)False
Q3) Consumers are responding positively to sales promotions.
Q4) Managers are demanding greater accountability for promotional spending.
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Chapter 16: Event Sponsorship, Product Placements, and Branded
Entertainment
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Sample Questions
Q1) What is the "Chaos Scenario" predicted by Bob Garfield of Advertising Age?
A)a lack of direction or cohesiveness in today's marketing plans
B)a massive exodus from traditional broadcast media
C)a meltdown of television as a popular medium
D)a growing confusion among consumers due to too many brand messages
Q2) (Scenario 16-3) The team at MyMVPs decides to make sponsorship one of their top priorities.Not only can they build community relationships, but they can get the MyMVPs name out with signs and banners.The team also prints hundreds of business cards and stationary to distribute, and sets up a number of tents that will feature the company logo. In a small-scale and local way, this is the same thing large corporations do when they make an effort to
A)"leverage, leverage, leverage."
B)make good use of "product placement."
C)fight the "chaos scenario."
D)speak to consumers in a "single voice."
Q3) Ultimately, the objective underlying the coordination of supportive media is to achieve a synergistic effect.
A)True
B)False
Q4) What is Chaos Scenario? How does it relate to today's advertising efforts?
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Chapter 17: Integrating Direct Marketing and Personal Selling
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101 Verified Questions
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Sample Questions
Q1) One characteristic of a direct marketing program is that it almost always tries to strengthen brand recognition.
A)True
B)False
Q2) The development and expansion of ____ and ____, are among several societal factors that are driving the growing popularity of direct marketing today.
A)credit cards; computers
B)telemarketing; bulk emailing
C)mail-order firms; catalog houses
D)telecommunications; door-to-door sales
Q3) A direct marketing campaign can serve many purposes.One of them, though not the most common, is to engage customers and foster brand loyalty.
A)True
B)False
Q4) Define list enhancement, and discuss two simple ways to conduct it.What four categories of information are often included to help define various populations and target markets?
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Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
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Sample Questions
Q1) Publicity, unlike other forms of public relations, can quite easily be strategically controlled.
A)True
B)False
Q2) Press conferences can be strong public relations tools, because in using a news format to present information, they lend an air of credibility.
A)True
B)False
Q3) Compared to a proactive strategy, a reactive strategy is more difficult for public relations staff to organize and prepare.Why is this?
A)because it cannot use input supplied by the audit
B)because it is triggered by events that are unpredictable
C)because it must identify the content, rationale, and vehicles related to the overall message
D)because it does not originate inside the organization
Q4) Promoting a product or service.Press releases or events that increase public awareness of a firm's brands can be pursued through public relations.
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