Advertising Management Practice Questions
Course Introduction
Advertising Management explores the strategic and operational aspects of creating, planning, implementing, and evaluating advertising campaigns within organizations. The course covers key concepts such as consumer behavior, market segmentation, media selection, creative strategy, budgeting, and campaign analysis. Students will examine the roles and responsibilities of advertising managers, ethical considerations, and the evolving landscape of advertising in digital and traditional media. Through case studies and practical projects, learners gain the skills needed to develop effective advertising strategies that align with broader marketing objectives and drive brand success.
Recommended Textbook
PROMO2 2nd Edition by Thomas O'Guinn
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15 Chapters
984 Verified Questions
984 Flashcards
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Page 2
Chapter 1: The World of Integrated Marketing Communication
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69 Verified Questions
69 Flashcards
Source URL: https://quizplus.com/quiz/22079
Sample Questions
Q1) Great Outdoors, a manufacturer of camping equipment, sells several lines of tents that are very similar to each other. The company does not want one line of its tents to steal market share from another line of its tents. To protect against this, it must be concerned with
A) creating differences between the lines of tents, based on tangible, real differences.
B) making sure advertising for one line of tents does not appear in the same medium as advertising for another line.
C) primary demand stimulation.
D) effective internal positioning.
Answer: D
Q2) IMC is the use of many tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference.
A)True
B)False
Answer: True
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Chapter 2: The Promotion Industry
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) Different types of marketers each use advertising somewhat differently, depending on how big their budgets are.
A)True
B)False
Answer: False
Q2) Cramer-Kasselt advertising is a mid-sized advertising agency that has a select list of relatively smaller budget clients including Air-Tran and Bombardier ATVs. The company is nevertheless considered a "full service" agency because it provides a wide array of promotional services.
A)True
B)False
Answer: True
Q3) O'Reilly Media coined the phrase Web 2.0 to refer to a second generation of Web users and services that emphasize
A) online downloads
B) online privacy
C) online collaboration
D) online isolation
Answer: C
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Page 4
Chapter 3: The Evolution of Promoting Brands
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65 Verified Questions
65 Flashcards
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Sample Questions
Q1) Americans began to fear that they were being seduced by subliminal advertising during the 1950's, and a celebrated example of the hysteria created was the story of:
A) Vicary's false story of embedded messages for Coca-Cola and popcorn at movie theatres
B) "Morning Again in America", a novel by Hal Riney.
C) Phil Dusenberry's true story of "drink me" messages in Pepsi ads
D) Bruce Barton's book about Christ as an ad man
Answer: A
Q2) In 1906, the Federal Trade Commission passed the Pure Food and Drug Act, which required manufacturers to label the active ingredients in their products.
A)True
B)False
Answer: True
Q3) The Industrial Revolution led to mass production of advertising materials.
A)True
B)False
Answer: False
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Chapter 4: Understanding the Marketing Environment:
Segmentation, Targeting, and Positioning
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) When Mobil positioned itself as the "Friendly Serve" station, it had a number of good reasons for the selection of its target market. Which one of the following is not one of them?
A) The segment spent the largest amount of money at service stations.
B) Mobil had the resources to provide the service that it promised.
C) The segment was growing.
D) The segment had the greatest number of people in it.
Q2) (Scenario 4-3) Which of these brands of sunglasses uses benefit positioning in its advertisements?
A) El Sol and Eyewake
B) Eyewake
C) Kushyspecs
D) El Sol, Eyewake, and Kushyspecs
Q3) (Scenario 4-4) Which segmentation technique would provide the most insight for Keds's advertising agency in the creation of its advertisements?
A) Demographic
B) Usage pattern
C) Geographic
D) Lifestyle
Page 6
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Chapter 5: Understanding Buyer Behavior and the Communication Process
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68 Verified Questions
68 Flashcards
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Sample Questions
Q1) You have written an advertisement for a swimming pool. The copy is detailed and very informative. In general, this ad would be most appropriate for someone who is
A) performing an internal search.
B) performing an external search.
C) looking for an emotional benefit.
D) trying to fulfill a basic need.
Q2) (Scenario 5-6) A consumer who was examining a sample of the product from Voice-It said, "If you ask me, it really gets down to buying either this device, another pad of paper, or a much more expensive voice messaging system." Which of the following components of MAAMs analysis had the consumer just indicated?
A) evaluative criteria
B) importance weights
C) the consideration set
D) beliefs
Q3) While habitual purchases are often consumption simplifiers, brand loyalty is the result of commitment to a specific brand time after time.
A)True
B)False
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Chapter 6: The Regulatory and Ethical Environment of Promotions
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70 Flashcards
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Sample Questions
Q1) Critics of advertising maintain that society is not better off with advertising because it "shuffles existing total demand" rather than expanding total demand that would stimulate the economy.
A)True
B)False
Q2) When critics argue that advertising is superficial, the main criticism is that A) there is too much product information for consumers to process. B) the product performance information is too complex to understand. C) ads do not contain enough information on functional features and performance results.
D) when ads highlight the emotionally satisfying features of products they ignore value
Q3) Disney's Dave the Barbarian and Lizzie McGuire are a popular television shows which are featured as McDonald's Happy Meal toys that are popular among boys and girls. Products featuring characters from movies and television are heavily advertised on television to this audience. Outline the concerns that a critic of advertising would have about this practice.
Q4) It has been said on many occasions that advertising promotes materialism. Do you agree or disagree with this statement? Support your position.
Page 8
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Chapter 7: The International Market Environment for Brand Promotion
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70 Flashcards
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Sample Questions
Q1) A company decides to expand distribution of its brand of spaghetti sauce to several foreign markets. Optimally, market research should
A) emphasize the use of secondary sources.
B) be performed in each country the company is expanding into.
C) be performed until there appear to be consistent results between countries.
D) emphasize the use of self-reference criteria.
Q2) One of the biggest mistakes an advertiser can make is to assume that rituals are similar among cultures.
A)True
B)False
Q3) (Scenario 7-2) Local agencies that lost business to the global agency will be unhappy with the decision. They can rightly argue that the agency that won the business
A) probably will not save Heinz money in the production of materials.
B) cannot match their knowledge of area culture and conditions.
C) is too large to effectively and efficiently communicate with Heinz.
D) cannot provide the political leverage that a local agency can.
Q4) Make an argument for the use of a globalized campaign as opposed to a localized campaign. Then summarize the opposing argument.
Page 9
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Chapter 8: Messaging and Media Strategies
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47 Verified Questions
47 Flashcards
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Sample Questions
Q1) Which of the following is something we know about teams
A) Teams have become the primary means for getting things done
B) Blending diverse expertise in a disciplined team often produces the most innovative ideas
C) Good teams promote personal growth
D) All of these statements are characteristic of good teams
Q2) Which of the following is NOT a suggestion for advancing your own creativity?
A) Redefine problems to see them differently from other people
B) Avoid analyzing your own ideas - that will inhibit your creative flow
C) Challenge you own comfort zone
D) Learn to cherish ambiguity
Q3) (Scenario 8-2) Which of the following is one critical item of information that Easy-Ride's Brand Manager expects to see on the final creative brief?
A) That the creative team will avoid animation
B) That the target is wives of retirees who play golf.
C) That the music for the campaign must be "oldies rock"
D) That as long as consumers like the ad there is no particular belief they must hold about the brand
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Chapter 9: The Internet
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Sample Questions
Q1) (Scenario 9-5) Managers at John Deere would like to better understand the cost implications of advertising on the Internet. Phat Chance's staff media researchers prepared a presentation using four national traditional media placements to compare. While the Banner Ad CPM fell somewhere less than the cost of top 10 market newspapers and magazines but potentially more than television, Phat Chance pointed out the immeasurable advantage offered by the Banner Ad's A) capacity for blanketing the world of online consumers with the John Deere brand B) ability to deliver highly desirable, highly segmentable and highly motivated audiences C) quick-change ad options if the marketing team changes its mind about the creative D) subversive ability to insert the ad into interactive situations where consumers don't expect to see an ad
Q2) Click fraud, while heartily annoying to advertisers, is not a crime.
A)True
B)False
Q3) As an advertiser, what tools can you use to make your website as visited as possible?
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Chapter 10: Direct Marketing and Personal Selling
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65 Verified Questions
65 Flashcards
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Sample Questions
Q1) (Scenario 10-1) within the Cracker Barrel Old Country Store site there is a big fishbowl inviting visitors to leave a business card and announcing that once a month there will be a drawing for free memorabilia for both brands. Those whose cards are drawn will receive their prize items by mail. What are Cracker Barrel and Coca Cola doing with this fishbowl activity?
A) conducting a direct mail sales campaign
B) collecting the names of businesses their visitors work for C) recycling the cardboard used in business cards
D) developing a mailing list
Q2) A company wants to sell a fire-resistant car wax in a 30-minute infomercial. What does experience this medium suggest this company would be wise to do?
A) Sell the car wax for $9.95--about 50 percent of the maximum price.
B) Consumers don't watch all 30 minutes, so the call to action should occur 3 timesevery 10 minutes - in the half hour it runs.
C) Spend the extra cost on a celebrity because they are necessary to gain consumer attention
D) Understand that using the infomercial will make the brand appear cheap, so calculate the expected sales return with that in mind.
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Chapter 11: Sales Promotion and Point of Purchase
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Sample Questions
Q1) (Scenario 11-4) General Mills has experimented with selling "two packs" of several brands of cereal. These are two standard size boxes of cereal shrink wrapped together and offered at a special price. The objective for this form of consumer-market sales promotion is likely to ____.
A) simulate a trial purchase
B) stimulate a repeat purchase
C) stimulate a larger purchase
D) introduce a new brand
Q2) (Scenario 11-2) White Noise commissions the building of point-of-purchase displays for record stores. The displays hold 144 compact discs, with headphones for patrons to listen to selections off each disc. This is known as
A) a consumer-market sales promotion.
B) an on-package sampling.
C) an incentive.
D) a trade-market sales promotion.
Q3) Retailers often create trade promotions to entice manufacturers to supply the outlet with the manufacturer's most popular items.
A)True
B)False
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Page 13
Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
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Sample Questions
Q1) Because traditional media are not enough in today's marketing environment, brand builders are using unconventional means to create meaningful connections with consumers.
A)True
B)False
Q2) (Scenario 12-2) In characterizing their new venture, Hollywood, Inc. as a provider of "brandertainment" they are telling prospective clients that their business is
A) a new kind of ad agency
B) located at Madison & Vine
C) a new film studio
D) inventing humorous or imaginative brand symbols
Q3) What is the term in marketing that entails embedding your brand as part of an entertainment property (e.g., a sporting event, TV show, theme park, short film, movie, or video game) in an effort to connect with your consumer in a unique and compelling way?
A) Fan loyalty
B) Branded entertainment
C) Splashing Events
D) Premiums
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Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
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71 Verified Questions
71 Flashcards
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Sample Questions
Q1) The primary focus of public relations is to use unpaid media to create communications that will ultimately result in increased sales.
A)True
B)False
Q2) Which of the statements is true of feature stories?
A) They offer a single journalist an opportunity to do a lengthy piece on some aspect of a company that it wants the public to know
B) The journalist who does a feature gets exclusive rights to the information
C) The feature story is more controllable by the company than is a press release
D) All of these statements are true of feature stories as PR tools
Q3) A company that specializes in community recycling opens a recycling center in a town that has never had access to a recycling center before. The company invites a reporter from the local newspaper to do an exclusive story on the center. The advantage of this tactic, as opposed to sending out a press release, is that the story is more controllable.
A)True
B)False
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Page 15
Chapter 14: Personal Selling and Sales Management
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63 Verified Questions
63 Flashcards
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Sample Questions
Q1) Which of the following is NOT one of the types of personal selling?
A) order taker
B) creative selling
C) internal selling
D) All of the above are types of personal selling.
Q2) An outside order taker typically calls on business buyers or members of the trade channel and performs relatively routine tasks related to orders for inventory replenishment.
A)True
B)False
Q3) Promotional materials-samples, catalogs, product brochures are considered an advertising expense and are not a part of the personal selling budget.
A)True
B)False
Q4) The first stage of the personal selling process is prospecting.
A)True
B)False
Q5) Discuss the need satisfaction presentation method. Identify and explain the three different buyer's need-states considered in this approach.
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Chapter 15: Measuring the Effectiveness of Brand Promotions
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59 Verified Questions
59 Flashcards
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Sample Questions
Q1) Single-source tracking depends on monitoring viewing behavior and A) normative test scores.
B) split-run survey's.
C) scanner data.
D) resonance tests.
Q2) Define recognition and recall testing. Explain why recognition tests, as opposed to recall tests, usually produce a higher percentage of positive answers. What are the problems associated with each type of test?
Q3) Nestle has distributed a coupon in the Sunday newspaper. A reasonable means of evaluating the effectiveness of this promotion is
A) polling retailers for store traffic counts.
B) tracking the redemption rate of the coupon.
C) conducting a post-test attitude-change study
D) evaluating the amount of product reordered by retailers.
Q4) Naturalistic inquiry is a form of quantitative research.
A)True B)False
Q5) How can the effectiveness of personal selling and the sales force be evaluated? What are some of the issues that must be considered?
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