Advertising and Promotion
Chapter Exam Questions
Course Introduction
This course provides an in-depth exploration of the principles and practices of advertising and promotion within the broader context of marketing communications. Students will examine the strategic role of advertising, promotional campaigns, public relations, sales promotions, and digital marketing in building brand equity and influencing consumer behavior. The curriculum covers target audience analysis, message design, media planning, budgeting, and campaign evaluation, with emphasis on both traditional and emerging digital platforms. Through case studies and practical assignments, students will develop skills to create effective promotional strategies and understand the integration of various communication tools to achieve marketing objectives.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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Page 2
Chapter 1: The New World of Marketing Communication
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Q1) Brad is a music industry major in college, and he wants to work in the advertising industry writing and performing jingles for radio commercials. If Brad gets a contract with an agency to write a jingle for a commercial, then Brad would be a(n)________.
A)advertiser
B)agency
C)media
D)supplier
E)vehicle
Answer: D
Q2) Which of the following departments in an advertising agency fulfills the three functions of research, planning, and buying?
A)the account planning department
B)the art department
C)the traffic department
D)the print production department
E)the media department
Answer: E
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Chapter 2: Integrated Brand Communication
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Q1) Which of the following is a strategy that uses two brand names owned by two separate companies to create a partnership offering?
A)co-branding
B)equity branding
C)brand licensing
D)integrated branding
E)parity branding
Answer: A
Q2) The materials and ingredients used in producing the product are obtained from other companies who are referred to as distributors.
A)True
B)False
Answer: False
Q3) A push strategy directs marketing efforts at the consumer in an attempt to stimulate consumer demand.
A)True
B)False
Answer: False
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Chapter 3: Brand Communication and Society
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Q1) Pfizer is a large pharmaceutical company that has dramatically increased its direct-to-consumer television advertising of prescription drugs. However, Pfizer has stringent in-house ad review procedures, including reviews by agency and client attorneys. Pfizer is concerned that any claim made in an ad is verifiable and that the ad is executed in good taste. What type of self-regulation does this illustrate?
A)industry self-regulation
B)self-discipline
C)self-regulation with outside help
D)mandatory self-regulation
E)voluntary self-regulation
Answer: B
Q2) Procter & Gamble is concerned about a claim made in a rival's advertisement. P&G thinks that their claim is deceptive. If P&G does not want to get the government involved in this dispute, what course of action can P&G take to resolve this issue?
Answer: P&G can file a complaint with the National Advertising Division (NAD), which is the investigative arm of the National Advertising Review Council (NARC).
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Chapter 4: How Brand Communication Works
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Q1) The commercial the agency developed went through extensive testing because the advertiser and its agency know that the target teenage girls are very fickle about which commercials they attend to. In this scenario, the agency and the advertiser are concerned about ________.
A)selective exposure
B)selective perception
C)selective awareness
D)subliminal attention
E)subliminal relevance
Q2) Compare and contrast needs and wants.
Q3) Persuasion is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.
A)True
B)False
Q4) Why is perception a particularly important facet of the Facets Model of Effects?
Q5) Relevance results when an advertisement initially makes an impression.
A)True
B)False
Q6) Describe the AIDA model.
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Chapter 5: Segmenting and Targeting the Audience
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Q1) Subsegments of a more general market segment are known as ________ markets and are defined by individuals with some distinctive interest or attitude, such as being ecologically minded consumers.
A)behavioral
B)niche
C)cultural
D)generational
E)social
Q2) In the United States, the Asian market is becoming a huge opportunity because it is growing faster than other ethnic groups.
A)True
B)False
Q3) Ron is single and not a very good cook, so he eats a lot of pizza. In fact, he orders it sometimes five nights per week from his favorite pizza place, Pizza Hut. Why is Ron an important customer for Pizza Hut?
Q4) Business buyers are not influenced by emotional factors.
A)True
B)False
Q5) What is the difference between a consumer's need and a want?
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Chapter 6: Strategic Research
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Q1) Experimental research uses formal hypothesis-testing techniques.
A)True
B)False
Q2) Reliability means that the research actually measures what it says it measures.
A)True
B)False
Q3) ________ compiles information about the product, the product category, and other details of the marketing situation that will impact the development of advertising strategy.
A)Advertising research
B)Market research
C)Consumer research
D)Strategic research
E)Segmentation research
Q4) Researchers use beeper diaries as a way to randomize the recording of consumer activities.
A)True
B)False
Q5) Explain how researchers are using embedded research.
Q6) Describe five ways research is used in marketing communication planning.
Page 8
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Chapter 7: Strategic Planning
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Q1) Establishing in the consumer's mind what a brand offers and how it compares with the competition is ________.
A)benchmarking
B)targeting
C)segmenting
D)positioning
E)attributing
Q2) Companies using the all-you-can-afford method of advertising budgeting do not value advertising as a strategic imperative.
A)True
B)False
Q3) ________ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics.
A)Insight mining
B)Situation analysis
C)Strategic research
D)Strategic planning
E)Marketing research
Q4) Define account planning and describe the tasks involved.
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Chapter 8: Creative Strategy
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Q1) A product's point of differentiation relative to the competition reflects its position.
A)True
B)False
Q2) You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign. Explain what brainstorming is and why it is used.
Q3) For advertising professionals, creative thinking is more important than strategic thinking.
A)True
B)False
Q4) Lecture as a basic strategy relies on the viewer to make inferences.
A)True
B)False
Q5) Name and describe the message format approach you think best describes the television commercial execution for this campaign.
Q6) Marcy is a creative consultant who goes to a business or organization to conduct "creative aerobic" sessions. Explain what she does.
Q7) Did this campaign use a hard-sell or soft-sell strategy?
Page 10
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Chapter 9: Copywriting
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Q1) Which of the following is NOT a role for which people can be cast in a television commercial?
A)announcer
B)director
C)spokesperson
D)character type
E)celebrity
Q2) Most audience members who see this commercial remember the image of the Traveling Gnome being jolted across the room. This visual is known as a(n)________.
A)action point
B)visual point
C)key visual
D)key frame
E)primary frame
Q3) Toni is a copywriter for several clients' accounts. Regardless of the campaign, she falls back on general principles that guide her development of headlines for ads. Discuss two general principles that she likely uses when developing a headline for an ad.
Q4) Name and describe the types of direct- and indirect-action headlines.
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Chapter 10: Visual Communication
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Q1) In effective advertising, the visuals work together with the words to present the creative concept.
A)True
B)False
Q2) Which of the following represents the correct order of the television postproduction output?
A)dailies, rushes, rough cut, interlock, release print
B)interlock, rough cut, answer print, release print
C)rough cut, interlock, release print, duplicate print
D)rough cut, interlock, answer print, release print
E)interlock, dubbed print, answer print
Q3) Compare and contrast the two general types of printed images.
Q4) The video equivalent of a rough layout for a print ad is a storyboard.
A)True
B)False
Q5) Adreena wants to make consumers think of antiques with her photograph for a print advertisement for handcrafted furniture. Adreena should use a sepia tone for the photograph.
A)True
B)False
Page 12
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Chapter 11: Media Basics
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Q1) Which of the following most accurately identifies the strength of radio?
A)delivering information in depth
B)tailoring programs to audience tastes
C)bringing entertainment into the home
D)delivering personalized information
E)creating two-way communication
Q2) The number of times a person is exposed to an advertisement is known as ________.
A)gross impression
B)circulation
C)exposure
D)reach
E)frequency
Q3) Compared to Gen Yers, Baby Boomers spend more time with media of all kinds and are more likely to media multitask.
A)True
B)False
Q4) What are two ways that an advertising message's frequency can be increased? Give an example of each.
Q5) Explain what is meant by the term media vehicle and give three examples.
Page 13
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Chapter 12: Traditional Media
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Q1) Currently, there are six national, over-the-air television networks in the United States: ABC, CBS, NBC, Fox, WB, and UPN.
A)True
B)False
Q2) Which company verifies magazine circulation numbers by auditing subscriptions as well as newsstand sales and also checks the number of delinquent subscribers and rates of renewal?
A)A.C. Nielsen
B)Simmons-Scarborough
C)MediaMark, Inc.
D)Auditing Bureau of Circulations (ABC)
E)International Circulation Service (ICS)
Q3) ________ are programs that can be sold to independent firms and other cable channels to replay as reruns.
A)Syndicated programs
B)Network programs
C)Cable programs
D)Pay-per-view programs
E)On-demand programs
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Chapter 13: Digital Media
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Q1) ________ are magazines or newsletters only available over the Internet and generally aimed at niche audiences.
A)Podcasts
B)Blogs
C)Streaming videos
D)Zines
E)Webpages
Q2) The primary method currently used to measure consumer response to Internet advertising is hits, which are the number of times a particular site is visited.
A)True
B)False
Q3) Headline ads are small ads on other Web pages on which people can click to move to the advertised web site.
A)True
B)False
Q4) Talbots wants to increase its Internet advertising. Name and describe three of the six types of Internet advertising available.
Q5) Give two examples of how consumers use the Internet for entertainment.
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Chapter 14: Media Planning and Buying
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Q1) Jamie is a media planner for an advertising agency. The guiding principle he uses to determine a client's media plan is that advertising is most effective when it reaches the right people at the right time with the right message. What concept is this principle based on?
A)marketing concept
B)maximization concept
C)touch point concept
D)aperture concept
E)contact point concept
Q2) A true global medium does not currently exist.
A)True
B)False
Q3) The cost per point (CPP)is calculated by multiplying the cost of the ad by 1,000 and dividing that number by the readers in the target audience.
A)True
B)False
Q4) Calculate the cost per thousand (CPM)for CSI, the Detroit News, and WJBR, respectively.
Q5) Calculate the total gross rating points (Total GRPs).
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Chapter 15: Public Relations
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Q1) Explain what type of public relations program Tony the Tiger's birthday celebration illustrates.
Q2) Why might public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?
Q3) The "no-conflict-of-interest endorsement" factor reflects the tendency of the public to trust the media more than they do advertisers.
A)True
B)False
Q4) Important people who influence the opinions of others are known as ________.
A)gatekeepers
B)trend spotters
C)opinion leaders
D)third-party endorsers
E)benchmarks
Q5) 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
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Chapter 16: Direct-Response
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Q1) What do direct marketers use to keep track of customers, identify prospective customers, and segment groups of customers and prospects?
A)databases
B)permission marketing
C)integrated marketing communication
D)opt-out strategies
E)opt-in strategies
Q2) Using outbound telemarketing, the call center staff calls unqualified numbers that are sometimes just randomly selected.
A)True
B)False
Q3) Which of the following best describes the type of advertising described in this scenario?
A)retail advertising
B)indirect advertising
C)directory advertising
D)direct-response advertising
E)direct-to-consumer advertising
Q4) Compare and contrast the three types of direct-marketing lists.
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Chapter 17: Promotions
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Q1) Bob watched the Wachovia Golf Classic last weekend on television. Name and describe the type of promotion and explain why companies use this kind of promotion.
Q2) Monetary bonuses paid to a store's salesperson based on the units that salesperson sells over a period of time are known as ________.
A)push money
B)spiffs
C)slicks
D)A and B only
E)A, B, and C
Q3) Sales promotion often relies on rational appeals, and advertising often relies on emotional appeals.
A)True
B)False
Q4) Which of the following is the most reasonable criticism of sales promotion?
A)cannot account for results
B)can lead to consumer brand insensitivity
C)difficult to integrate with other elements of the communications mix
D)ineffective in the short term
E)difficult to determine specific objectives
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Chapter 18: The Imc Umbrella
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Q1) Which of the following is NOT an objective of retail advertising?
A)motivate the retail sales force
B)build store brand awareness
C)prompt shopping behavior
D)cue store brand personality and image
E)inform consumers about store products and services
Q2) ________ means adopting a good cause and helping in its fund-raising and other community-oriented efforts.
A)Social marketing
B)Cause marketing
C)Capital marketing
D)Nonprofit marketing
E)Development marketing
Q3) Shoppers are advertising circulars furnished by a retailer for distribution as free-standing inserts in newspapers.
A)True
B)False
Q4) The first strategic consideration in retail advertising is price.
A)True
B)False
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Chapter 19: Evaluation of Effectiveness
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Q1) Studies that periodically measure top-of-mind brand awareness are called
A)diagnostic tests
B)concept tests
C)tracking studies
D)test market studies
E)inquiry tests
Q2) The biggest challenge in media planning is timing.
A)True
B)False
Q3) Which type of research evaluates the impact after the campaign is over or after the ad has run?
A)developmental research
B)concurrent research
C)post-testing research
D)consistency research
E)diagnostic research
Q4) Cheryl is an account planner at a major advertising agency, and one of her responsibilities is to evaluate ads and campaigns through testing, monitoring, and measurement. Explain these three terms.
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