Promotional Strategy
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Course Introduction
Promotional Strategy explores the principles and practices involved in effectively communicating a brands value proposition to target audiences. The course covers the development, coordination, and integration of various promotional tools such as advertising, sales promotion, public relations, direct marketing, and digital communications to achieve cohesive marketing objectives. Students will assess consumer behavior, media channels, and budget considerations to craft comprehensive promotional plans and evaluate their effectiveness. Emphasis is placed on contemporary challenges, including digital transformation, ethical considerations, and measuring return on investment in promotional activities.
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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Sample Questions
Q1) (Scenario 1-2)For its second product to be successful,Chug Enterprises believes that it must effectively target youth.To do this,the company uses influencer marketing.In such a scenario,which of the following is the company most likely using?
A) Personal selling
B) Free sampling
C) Peer-to-peer persuasion
D) Coupons and rebates
Answer: C
Q2) (Scenario 1-3)Sony created advertisements for its new motion-detecting gaming system to attract the attention of school-going children.The school-going children are Sony's __________.
A) trade channel
B) target audience
C) sponsors
D) clients
Answer: B
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3
Chapter 2: The Structure of the Advertising Industry:
Advertisers, advertising Agencies, and Support
Organizations
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Sample Questions
Q1) (Scenario 2-3)Which of the following is most likely to provide Axel Corp.with a reasonable amount of media time at a rate lower than that provided by an advertiser?
A) Production houses
B) Sales promotion agencies
C) Database consultants
D) Media specialists
Answer: D
Q2) A fee system is much like that used by consultants or attorneys,whereby the advertiser and the agency agree on an hourly rate for different services provided.
A)True
B)False
Answer: True
Q3) Digital/interactive agencies are those that have expertise in preparing communications for new media,such as the Internet,mobile marketing,and interactive television.
A)True
B)False
Answer: True
Page 4
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Chapter 3: The History of Advertising and Brand Promotion
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Sample Questions
Q1) The foundation was laid for advertising to become a prominent part of the business environment when the Western world turned to as the foundation of economics.
A) socialism
B) communism
C) capitalism
D) syndicalism
Answer: C
Q2) (Scenario 3-3)Which of the following eras would Zooppa belong to?
A) The industrialization era
B) The P.T. Barnum era
C) The preindustrialization era
D) The era of Great Depression
Answer: A
Q3) Manufacturers were required to list the active ingredients in their products after the creation of the Pure Food and Drug Act in the early 1900s.
A)True
B)False
Answer: True
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Chapter 4: Social, ethical, and Regulatory Aspects of Advertising and Promotion
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110 Flashcards
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Sample Questions
Q1) The National Advertising Division (NAD)was empowered to create and enforce strict standards for packaging,labeling,distribution,and merchandising through its National Advertising Review Board (NARB).
A)True
B)False
Q2) (Scenario 4-4)Which government agency might eventually be reviewing the case if Joe feels he should file a complaint about advertising in the automotive industry?
A) The Consumer Finance Protection Agency
B) The Consumer Union
C) The Federal Trade Commission
D) The Consumer Federation of America
Q3) The FTC's regulations on deception have no authority over omissions or missing information about a product; they only cover false statements or misleading claims made by the advertiser.
A)True
B)False
Q4) The CAN SPAM Act outlaws all unsolicited emails.
A)True
B)False
6
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Chapter 5: Advertising, integrated Brand Promotion, and Consumer Behavior
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Sample Questions
Q1) (Scenario 5-6)The Voice-It products are more expensive than others in the market.They are mostly used by big businessmen and higher-level managers.It is most likely that Voice-It products would have .
A) a high cultural capital
B) low brand loyalty among higher-level managers
C) advertising clutter
D) life-stage variables
Q2) Which of the following serves as a solution to a simple consumption problem and occurs in settings where a decision isn't involving?
A) Extended problem solving
B) Habit
C) Conversion
D) Brand loyalty
Q3) (Scenario 5-5)Which of the following best describes Ben's mode of consumer decision making in buying a grill?
A) Limited problem solving
B) Low involvement
C) Extended problem solving
D) Predecisional distortion
Page 7
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Chapter 6: Market Segmentation, positioning, and the Value Proposition
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Sample Questions
Q1) When a brand team defines the target market of consumers for their product,they do not worry about identifying many smaller subsets of consumers within their broad market.
A)True
B)False
Q2) Think about a product that you have used in the past week.Using this as an example,explain the differences between segmenting,targeting,and positioning in the STP approach to marketing.
Q3) Folgers coffee focuses on graduates and newlyweds in advertising,as they are the next generation of coffee-drinkers at home.This campaign is an example of:
A) ambush marketing.
B) guerilla marketing.
C) heavy-user-focused marketing.
D) point-of-entry marketing.
Q4) The strategic planning triangle suggested by Thorson and Moore features as its three main aspects the campaign's colors,celebrity endorsers,and logo.
A)True
B)False
Page 8
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Chapter 7: Advertising Research
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Sample Questions
Q1) In this era of _______,internal databases are particularly rich sources of details about individual buyers and buying trends that occur in the context of the advertiser's IBP activities.
A) traditional media
B) copy heavy advertising
C) big data
D) nonprofit
Q2) A key advantage of using hashtags for advertising or campaigns is that it:
A) demonstrates whether or not a consumer will buy the brand being advertised.
B) allows for integration for integrated brand promotions.
C) reaches consumers who only are reached with traditional media.
D) reassures the client that the agency will use television.
Q3) The value of account planning is:
A) in the knowledge about consumer research and consumer behavior on the agency team working to create advertising and choose media on behalf of clients.
B) that it is cheaper than other forms of ad testing.
C) that it is versatile enough to be used for many different kinds of ads.
D) its availability to consumers as they respond to the ad being tested.
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Page 9
Chapter 8: Planning Advertising and Integrated Brand Promotion
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Sample Questions
Q1) Companies use advertising objectives because it is important to lay the framework for the subsequent tasks in an advertising plan.
A)True
B)False
Q2) (Scenario 8-3)You're currently deciding exactly where and when ads will be placed,and determining the strategy behind each placement.This takes a while-with the explosion of Internet sites,outdoor advertising,and innovative promotions,the options are almost unlimited.In this way,you are:
A) setting up account services.
B) creating a media plan.
C) devising a budgeting method.
D) doing advertising research.
Q3) (Scenario 8-5)Which element of the build-up analysis will identify the demographic and geographic exposure that the advertising for the shampoo hopes to achieve?
A) Frequency
B) Media
C) Production
D) Reach
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Chapter 9: Managing Creativity in Advertising and IBP
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Sample Questions
Q1) Which of these lists of personality traits,based on an analysis of seven of the greatest creative minds of the 20th century,probably work best in the creative department?
A) quiet, calm, humble, conforming, and friendly to everyone in the room
B) timid, intelligent, and shy with clients
C) self-confident, alert, unconventional, hard-working, and driven to the point of obsession
D) edgy, intense, goal-oriented, logical, and focused on the bottom line
Q2) Most ___________ work with the creative brief.
A) account executives
B) creative departments
C) media sellers
D) agency owners
Q3) Teams come up with ideas that are both creative and useful in the process of building brands if:
A) they are allowed freedom in playing with their ideas.
B) they are managed in a proactive way.
C) structure is given more importance than talent.
D) right expertise is preferred over diversity of thought.
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Page 11
Chapter 10: Creative Message Strategy
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Sample
Questions
Q1) (Scenario 10-2)It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future.This describes the term:
A) brand recall.
B) advertisement remembrance.
C) strong memory.
D) display memory.
Q2) Great messages are developed by people who can put themselves into the minds (and culture)of their audience members and anticipate their response.
A)True
B)False
Q3) The first brand name that consumers remember when a particular category of products is mentioned is said to have _____ awareness.
A) evoked set
B) point-of-purchase
C) top of mind
D) direct response
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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Sample Questions
Q1) Sometimes it is a smart idea when an ad:
A) uses an opposite approach to research.
B) has a series of conflicting headlines.
C) lacks art/copy and a brand.
D) focuses on functional features.
Q2) (Scenario 11-5)The art director for this campaign needs to convey a particular mood,a feeling of warmth and serenity,in this ad illustration.While all of the elements below may have some impact on the illustration,she should pay particular attention to the:
A) size of the illustration within the layout.
B) lighting, color, tone, and texture of the illustration.
C) space taken by the body copy.
D) magazine and newspaper vehicles in which the ad will run.
Q3) The last step in the preproduction stage of television advertising is the selection of location,sets,and cast.
A)True
B)False
Q4) What are the five principles of design? Choose two of the principles and discuss the considerations involved in each.Then give an example of each.
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Chapter 12: Media Planning Essentials
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Sample Questions
Q1) You are working with a client on their print media.You tell the client that a full-page,black-and-white ad will cost them $1,650 to run once.You also remind the client that the circulation of the magazine is 50,000.To give the client the cost per thousand for this media buy,which formula would you use?
A) Take 50,000 divided by 1,650 multiplied by 1,000
B) Take 1,650 multiplied by 1,000 divided by 50,000
C) Add 1,650 and 50,000 divided by 1,000
D) Take 50,000 divided by 1,000 plus 1,650
Q2) The blend of different media that will be used to effectively reach the target audience is called the:
A) media mix.
B) media objective.
C) big data.
D) media vehicle.
Q3) Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.
A)True
B)False
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Page 14
Chapter 13: Media Planning: Newspapers, magazines, television,
and Radio
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Sample Questions
Q1) One of the fastest-growing TV options is _________,which is often subscription-based.
A) video on demand (VOD)
B) local television
C) off-network syndicated television
D) first-run syndicated television
Q2) (Scenario 13-3)To keep costs down,the used car dealer decides to make sure that the ads appear every week beside other car sales ads.For this,you need to use __________ advertising.
A) preprinted insert
B) classified
C) co-op
D) display
Q3) Hybrid models are very effective for magazines because these models boost a magazine's ability to remain magazines; it means the magazines can be both ____________ and ___________.
A) in English and Spanish
B) visual and text-based
C) leisure and informative
D) print and digital
Page 15
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Chapter 14: Media Planning: Advertising and IBP in Digital, social,
Mobile Media
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137 Flashcards
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Sample Questions
Q1) Buzz or marketing or eWOM that a brand gets naturally or without paying for advertising relates with ______.
A) owned media
B) display/banner ad
C) post ad
D) widget
Q2) ___________ is a metric that measures the percentage of people who come from or go to another site after clicking on one site.
A) Visibility
B) A social media engagement
C) Site stickiness
D) Bounce rate
Q3) Integration of digital,social,and/or mobile with other components of the marketing mix is one of the easiest integration tasks in the IBP process due to the flexibility and deliverability of web advertising.
A)True
B)False
Q4) Which digital advertising tools can an advertiser use to make his home page as popular as possible?
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Chapter 15: Sales Promotion, point-Of-Purchase
Advertising, and Support Media
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Sample Questions
Q1) (Scenario 15-6)Quads' customers need to mail them a form to receive 10% of their money back on purchases.This is an example of a ________.
A) rebate
B) slotting fee
C) merchandise allowance
D) coupon
Q2) A price-off deal offers a consumer cents or even dollars off merchandise at the P-O-P through specially market packages.
A)True
B)False
Q3) A dentist offers a deal in which customers who have had two teeth whitening services over the last year get the third one free.This is an example of a sampling program to stimulate repeat purchases.
A)True
B)False
Q4) One advantage of sales promotions is that the results are simple to measure.
A)True
B)False
Q5) Describe any five of the consumer-market sales promotion techniques.
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Chapter 16: Event Sponsorship, product Placements, and Branded
Entertainment
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Sample Questions
Q1) (Scenario 16-4)One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases,but the fit just didn't seem right.You convinced the client to go instead with a teen romance that also released in the summer.It appears to have done very well,building popularity with kids who bought it at the concessions stand,and went on to buy it at their local retailer.Which of the following concepts did you rely on?
A) Exclusive sponsorship
B) Advergaming
C) Leveraging
D) Authenticity
Q2) What additional benefit is great for the previous event sponsor but bad for the incoming sponsor?
A) event social responsibility
B) event sponsorship measurement
C) consumer psychology
D) sponsor spillover
Q3) Describe the Chaos Scenario.How does it relate to today's advertising efforts?
Q4) What is meant by the convergence of advertising and entertainment? Explain why this convergence has occurred in the world of promotion.
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Chapter 17: Integrating Direct Marketing and Personal Selling
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Sample Questions
Q1) (Scenario 17-1)The idea behind promoting American Profile is to show companies that gathering information about visitors' households and lifestyles through its website is a crucial step in building a:
A) selection of testimonials.
B) creative selling strategy.
C) marketing database.
D) core team of functional specialists.
Q2) (Scenario 17-1)One of the publishers that American Profile has studied collects data at its website about readers of its health and fitness columns.The publisher uses direct mail to try and get these readers to subscribe to another one of its publications.This one focuses on nutrition.This publisher is involved in _____________.
A) missionary selling
B) creative selling
C) system selling
D) cross-selling
Q3) Why is privacy so important to consider when working in the area of direct marketing and customer relationship management?
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Page 19
Chapter 18: Public Relations, influencer Marketing, and Corporate Advertising
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Sample Questions
Q1) While its intention was to do advocacy advertising,Pepsi eventually pulled its ad with Kendall Jenner giving a Pepsi to a cop during a protest.After some outrage by enough consumers,the company pulled the ad and did an apology,which are forms of
A) situation analyses
B) reactive public relations
C) program rationale
D) public relations audits
Q2) Which of the following components of public relations includes analyses,objectives,and rationales regarding a company's programs,and the message content and vehicles that will assist in its communications?
A) A public relations plan
B) A public relations audit
C) A publicity tool
D) A press release
Q3) The objectives of corporate advertising include boosting employee morale and attracting new employees.
A)True
B)False
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