Advertising Management
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Course Introduction
Advertising Management explores the strategic role of advertising within the broader framework of marketing and business objectives. The course covers the fundamentals of planning, developing, and evaluating advertising campaigns, including target audience analysis, message creation, media selection, budgeting, and effectiveness assessment. Students will gain an understanding of the creative and managerial decision-making processes involved in designing compelling advertisements across various media platforms. Emphasis is placed on integrating advertising with other elements of the marketing communications mix, ethical considerations, and adapting strategies to changing market trends and consumer behaviors.
Recommended Textbook
Advertising and Integrated Brand Promotion 8th Edition by Thomas OGuinn
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18 Chapters
1898 Verified Questions
1898 Flashcards
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Page 2
Chapter 1: The World of Advertising and IBP
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) The organization that pays for an advertisement is referred to as the agency.
A)True
B)False
Answer: False
Q2) (Scenario 1-1)John receives a direct mail from Under Armour that offers a free poster of basketball star Brandon Jennings wearing a pair of the company's new shoes.John likes the company's promotional offer.Chang,who also receives the same direct mail,is not impressed by the offer and puts it aside after glancing through it.The differing reactions to the promotional effort are most likely the result of:
A) varying content.
B) different interpretations of the ad.
C) similar characteristics of the target market.
D) the rules and regulations of the direct mail medium.
Answer: B
Q3) As consumers,we do not know what we like and want,so advertising does not help expose us to brands that meet our needs.
A)True
B)False
Answer: False
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Page 3
Chapter 2: The Structure of the Advertising Industry:
Advertisers, advertising Agencies, and Support
Organizations
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93 Flashcards
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Sample Questions
Q1) Which of the following is true of crowdsourcing?
A) It refers to managing the supply chain system in a way that will most effectively reach the target markets.
B) It aims at getting consumers more involved with and committed to a brand.
C) It indicates the process of describing the firm's objectives for the brand in the near term and long term.
D) It refers to passive, intrusive advertising.
Answer: B
Q2) (Scenario 2-3)Axel Corp.plans to reach out to local fashion stores and wholesale distributors.Axel Corp.can achieve this by employing an advertising agency specialized in _______.
A) consumer sales promotions
B) trade-market sales promotions
C) infomercials
D) a commission system
Answer: B
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Chapter 3: The History of Advertising and Brand Promotion
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107 Flashcards
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Sample Questions
Q1) Which of the following advertising agencies dominated the 1920's ad industry?
A) Doyle Dane Bernbach
B) J. Walter Thompson
C) Leo Burnett
D) Wells Rich and Green
Answer: B
Q2) (Scenario 3-2)Which one of the following is an accurate description of the era in which Bill Bernbach created theVolkswagen campaign?
A) The ads were filled with wild and unsubstantiated claims.
B) The focus was on clean and minimalist advertising.
C) Advertising was motivated by the need to sell the vastly increased supply of goods.
D) Radio was the only advertising medium available to advertisers.
Answer: B
Q3) Ads in the designer era were marked by .
A) social-class consciousness
B) values that limited consumption and considered it irreligious
C) rebellion, youth, and revolution
D) values that conflicted with traditional American values
Answer: A
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Page 5
Chapter 4: Social, ethical, and Regulatory Aspects of
Advertising and Promotion
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) The Wheeler-Lea Amendment in 1938 greatly influenced the future of advertising in America by:
A) establishing the powerful Federal Trade Commission (FTC).
B) allowing the FTC to stop practices that were misleading, regardless of their impact on competition.
C) granting industries the right to form self-regulatory organizations to reduce FTC interference.
D) broadening the FTC's power to practices that were unfair to competitors alone.
Q2) The main restriction of direct mail sweepstakes,as imposed by Congress,involves the requirement that they are randomly and fairly distributed to a wide range of communities and addresses throughout the 50 states.
A)True
B)False
Q3) The primary area of advertising regulation is unsolicited or direct marketing.
A)True
B)False
Q4) Advertising educates consumers.In an essay,describe the pros of adverting with reference to educating consumers.
Page 6
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Chapter 5: Advertising, integrated Brand Promotion, and Consumer Behavior
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) (Scenario 5-4)The people of Sing believe that if a person drives a motorcycle means,that person can afford a lifestyle of getaways and the most expensive motorcycle on the market.It is most likely that owning a motorcycle by Sing would have
A) high cultural capital
B) inequality of demand
C) low economies of scale
D) low involvement
Q2) ______ refers to when consumers change information in a positive way to favor a particular brand with which they have an emotional connection.
A) A need state
B) Cognitive dissonance
C) Predecisional distortion
D) Stratification
Q3) One perspective of consumer behavior is that the consumer is a decision maker.
A)True
B)False
Q4) Consumer preferences relate with taste.
A)True
B)False
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Chapter 6: Market Segmentation, positioning, and the Value Proposition
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Sample Questions
Q1) (Scenario 6-4)The Plantatarium sends out direct mail offers to consumers in a nearby zip code who have household incomes of greater than $60,000 a year.This is an illustration of a ________ strategy.
A) geographic segmentation
B) demographic segmentation
C) psychographic segmentation
D) geodemographic segmentation
Q2) Segment selection revolves around what the members of the segment want versus:
A) how much they are willing to pay for it.
B) whether the segment is currently growing.
C) how much they are willing to settle for.
D) the organization's ability to provide it.
Q3) (Scenario 6-2)Which of the following marketing strategies is more likely to have been used by the company to target segment B users?
A) Niche marketing
B) Geographic segmentation marketing
C) Ambush marketing
D) Point-of-entry marketing
Q4) What are the disadvantages of the heavy-user strategy?
Page 8
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Chapter 7: Advertising Research
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104 Flashcards
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Sample Questions
Q1) Why are emotions important to understand,as well as a big part of the consumer behavior knowledge in account planning?
A) They are good predictors of thoughts.
B) They are easy to understand and always indicative of eventual purchase behavior.
C) They are easy to define and describe.
D) They are clear indicators of subliminal reactions.
Q2) (Scenario 7-2)In designing the new marketing campaign,developmental advertising research would be helpful in a number of areas.When considering its marketing goals,the Rhode Island Runners staff wants to execute it,because the most important service developmental research provides is:
A) ad acceptance data.
B) product description.
C) audience profiling.
D) scientific evaluation.
Q3) A focus group is quantitative,or numbers-oriented research.
A)True
B)False
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9
Chapter 8: Planning Advertising and Integrated Brand Promotion
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) What part of an overall situation analysis relates to copy strategy,a media plan,and integrated brand promotion?
A) historical context
B) industry analysis
C) competitor analysis
D) execution
Q2) (Scenario 8-1)You begin with crucial information that Girl Powers execs need to know,even if they remember nothing else; this overview is in the ________ section.
A) situation analysis
B) execution
C) strategy
D) executive summary
Q3) One problem with marketers who rely on a share-of-voice budget plan is that they assume that:
A) their competition doesn't know how to allocate its advertising dollars.
B) their sales figures should automatically dictate their advertising figures.
C) they know how much competitors are really spending.
D) their ad is distinct, unique, and superior among all others in the field.
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Chapter 9: Managing Creativity in Advertising and IBP
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Sample Questions
Q1) (Scenario 9-1)The Excellent 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) Conventional attitude
Q2) Which of the following is a problem with top creative geniuses,as identified by Gardner?
A) The thinker starts to dislike being an outsider.
B) The thinker is self-effacing and gives up personal goals in favor of collective goals.
C) The thinker remains charming even when his or her ambitions are not met.
D) They can have some emotional instability.
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Page 11
Chapter 10: Creative Message Strategy
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Sample Questions
Q1) An advertiser of an established line of luxury resorts wants to make sure that the visitors have a long-term commitment with the resorts.He decides to use powerful imagery depicting happy moments that people can enjoy on visits to these resorts.He ensures that the visuals shown in these ads will be closely tied to a stay in the resorts.Through such ads,he hopes to:
A) establish the resorts in a social or cultural setting.
B) transform the experience of actually visiting the resorts.
C) make customers recall the name of the resorts.
D) create a brand image for the resorts.
Q2) (Scenario 10-1)Nearly everyone in advertising understands the powerful role emotions play in advertising,but emotions can also:
A) be the only tool available when the objective is to persuade the consumer.
B) become a product attribute linked to the brand.
C) be an excellent tool for use in repetition, slogans, and jingles.
D) never become part of the product.
Q3) Comparison ads are rarely seen outside the United States due to cultural customs or legal restrictions of other nations.
A)True
B)False
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Page 12
Chapter 11: Executing the Creative
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Sample Questions
Q1) (Scenario 11-4)This television shoot involves a lot of people and is a complex,collaborative effort.Who among the following is most likely to be in charge of the set?
A) The film director
B) The account executive
C) The chief creative
D) The agency producer
Q2) Shortly after an agency agrees to create a new campaign for a well-known cleaner,a creative brief needs to be put together.A creative brief is important because it:
A) pulls together initial ideas for copy, visuals, media, and overall concept from various team members.
B) acts as the checkbook and the balance sheet to keep expenses on track.
C) gets the creative team started with a list of suggested ideas from the client.
D) is produced based on brainstorming by all agency and client staff involved in the campaign.
Q3) Explain the advantages of copywriting in print media,and list the disadvantages of copywriting for television advertising.
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Page 13
Chapter 12: Media Planning Essentials
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Sample Questions
Q1) Advertisers calculate the level of brand conversations on the Internet and social media.
A)True
B)False
Q2) (Scenario 12-1)Blackberry Valley is currently assessing its brand expenditures relative to the overall spending of its product category of jams.Which of the following is the company calculating?
A) Share of customers
B) Share of volume
C) Share of voice
D) Share of mind
Q3) With the merger of movies,music,gaming,and other entertainment,media planning no longer involves numbers,schedules,and deadlines.
A)True
B)False
Q4) In a real world scenario,the overall development of the advertising plan takes place before the media planning process.
A)True
B)False
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Chapter 13: Media Planning: Newspapers, magazines, television,
and Radio
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109 Flashcards
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Sample Questions
Q1) What change or trend has really impacted internet/mobile radio?
A) Clients will either make decisions on running ads or agencies will make decisions on running ads.
B) Programs will be based either on news and sports, or business reports and short features.
C) Scripts for broadcast will need to be developed, or announcers will need to be hired to ad-lib from a list of points during broadcast.
D) Listeners can access online radio stations or build their own radio "stations" that play listeners' preferred music genres and playlists.
Q2) The web,tablets,and smartphones all can relate to the next evolution of television.
A)True
B)False
Q3) Radio offers potential advertisers the ____________ among all media.
A) simplest buying procedures
B) most well-defined audience segments
C) widest exposure
D) highest degree of audience attentiveness
Q4) Describe four main advantages of newspapers as a media class.
Page 15
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Chapter 14: Media Planning: Advertising and IBP in Digital, social,
Mobile Media
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137 Verified Questions
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Sample Questions
Q1) Rich is the marketing manager of a small corporate airline that handles business flights for executives and celebrities.It also provides group charters for major sporting events,concerts,and festivals.To reach its audience,airlines will have to avoid the usual fare,as the target audience for this product usually ignores common advertising.However,they occasionally watch worthwhile videos on social media sites.In which of the following advertising avenues is Rich most likely to invest in?
A) Viral marketing
B) Micro-blogging
C) Advergaming
D) Social couponing
Q2) The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process.This is due to the:
A) new and important opportunities for Web advertisers with respect to interactivity.
B) frequency with which consumers check social media.
C) sheer volume and popularity of going online in general.
D) flexibility and deliverability of Web advertising.
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Page 16
Chapter 15: Sales Promotion, point-Of-Purchase
Advertising, and Support Media
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Sample Questions
Q1) Antoine works for a well-known company that manufactures mattresses.To move the company's product during the President's Day sales events held nationwide,he offered $200 to any retail salesperson who can sell ten mattresses throughout the second weekend of February.He also offers a case of sports drinks for each mattress sold.These are examples of trade-market sales promotion techniques in the form of:
A) in-store sampling.
B) incentives.
C) merchandise allowances.
D) dividends.
Q2) The advantage that sales promotions have over advertising is that they are measurable and they can often motivate consumers to buy larger quantities or try new brands.
A)True
B)False
Q3) What are the two main categories of Point-of-Purchase promotions? List and describe any five P-O-P formats available to retailers.
Q4) Coupons are the oldest and most widely used form of sales promotion.
A)True
B)False
Page 17
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Chapter 16: Event Sponsorship, product Placements, and
Branded Entertainment
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Sample Questions
Q1) Branded entertainment involves developing new,creative forms of entertainment as a means to feature brands and connect with customers.
A)True
B)False
Q2) A well-fitting sponsored event can be a great addition to an IBP mix.
A)True
B)False
Q3) The only way to measure the benefits of sponsoring an event is to determine how often the sponsor's name appears at the event and in media coverage of the event.
A)True
B)False
Q4) Product placement in video games has little potential; with 2 million U.S.households having at least some gaming capability,it is considered a niche market.
A)True
B)False
Q5) Describe the 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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Sample Questions
Q1) A suburban country club contacts each member who holds a pool membership to inquire if they would also be interested in purchasing a golf membership.The country club personnel are using their marketing database for .
A) personal selling
B) creative selling
C) marcom selling
D) cross-selling
Q2) (Scenario 17-2)Building a marketing database can be helpful because it allows companies to gauge how receptive customers may be to new products or product features.One way of isolating a company's best customers is by utilizing:
A) a recency, frequency, and monetary analysis.
B) a frequency marketing program.
C) cross-selling techniques.
D) direct response advertising.
Q3) Called hybrid commerce or an omnichannel strategy,the consumer can have the best of both digital and in-store channels.
A)True
B)False
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Chapter 18: Public Relations, influencer Marketing, and Corporate Advertising
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113 Verified Questions
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Sample Questions
Q1) (Scenario 18-4)Judging by his recent apology and television commercial,LeBron James is apparently trying to repair his image.This effort is known as:
A) damage control.
B) situation analysis.
C) proactive strategy.
D) public relations audit.
Q2) Common people who have large social circles and can recommend brands to their friends and colleagues are useful in influencer marketing.
A)True
B)False
Q3) The idea behind both buzz and viral marketing strategies is to:
A) focus on low levels of contact between consumers.
B) target a handful of carefully chosen connectors as influencers.
C) use solely new digital media to create word-of-mouth buzz.
D) replace peer-to-peer programs with professional influencer programs.
Q4) Apple is a company that has historically relied on corporate campaigns to support its numerous subbrands.
A)True
B)False
Page 20
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