Test Bank For Advertising and Integrated Brand Promotion 7th Edition By OGuinn

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Test Bank For Advertising and Integrated Brand Promotion 7th Edition By OGuinn

Table of content

1. The World of Advertising and IBP.
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3. The History of Advertising and Brand Promotion.
4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.
5. Advertising, Integrated Brand Promotion, and Consumer Behavior.
6. Market Segmentation, Positioning, and the Value Proposition.
7. Advertising Research.
8. Planning Advertising and Integrated Brand Promotion.
9. Managing Creativity in Advertising and IBP.
10. Creative Message Strategy.
11. Executing the Creative.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital & Social Media.
15. Sales Promotion, Point-of-Purchase Advertising, and Support Media.
16. Event Sponsorship, Product Placements, and Branded Entertainment.
17. Integrating Direct Marketing and Personal Selling.
18. Public Relations, Influencer Marketing, and Corporate Advertising.

Ch 02 The_Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations.doc

1. Media fragmentation is a big plus for consumers but a disadvantage for advertisers and agencies. a. True

b. False

ANSWER: True

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS: United States – Ohio – DISC: Marketing Plan

KEYWORDS: Bloom’s: Knowledge

2. The underlying role and purpose of advertising and promotion has changed drastically and will continue to change. a. True

b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Comprehension

3. Despite the explosion of new media in recent years, today’s media options have reduced from those available

during the past decades. a. True

b. False

ANSWER: False

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS: United States – Ohio – DISC: Marketing Plan

KEYWORDS: Bloom’s: Knowledge

4. The simplest example of Web 2.0 is when consumers log on to the Internet and visit sites they choose to visit for either information or shopping.

a. True

b. False

ANSWER: True

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Technology STATE STANDARDS: United States – Ohio – DISC: Online/Computer KEYWORDS: Bloom’s: Knowledge

5. Blogs have emerged as sophisticated sources of brand and product information. a. True

b. False

ANSWER: True

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Technology STATE STANDARDS: United States – Ohio – DISC: Online/Computer KEYWORDS: Bloom’s: Knowledge

6. Due to the backlash against advertising that clutter can cause, advertisers are integrating more tools within the overall promotional effort to reach more consumers in different ways.

a. True

b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Strategy KEYWORDS: Bloom’s: Comprehension

7. Advertisers focusing on integrating more tools into promotional efforts has resulted in an enhanced role of traditional media.

a. True

b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS: United States – Ohio – DISC: Marketing Plan

KEYWORDS: Bloom’s: Comprehension

8. The idea behind crowdsourcing is to prevent ideas about a new brand from becoming public to consumers. a. True

b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Technology STATE STANDARDS: United States – Ohio – DISC: Strategy KEYWORDS: Bloom’s: Comprehension

9. The goal of creating persuasive communication is to attract attention and develop preference for a brand. a. True

b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Comprehension

10. Advertisers cannot function without the services of external facilitators. a. True

b. False

ANSWER: False

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS: United States – Ohio – DISC: Marketing Plan

KEYWORDS: Bloom’s: Knowledge

11. Advertisers include business organizations, but exclude not-for-profit organizations. a. True

b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS: United States – Ohio – DISC: Marketing Plan

KEYWORDS: Bloom’s: Comprehension

12. Trade resellers of consumer products and services are the most prominent users of advertising and promotion. a. True

b. False

ANSWER: False

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Knowledge

13. Retailers that sell in national or global markets are the most visible reseller advertisers and promotion users. a. True

b. False

ANSWER: True

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS: United States – Ohio – DISC: Marketing Plan

KEYWORDS: Bloom’s: Knowledge

14. At the local level, small retail shops deal only with household customers. a. True

b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Comprehension

15. It is common for social organizations to advertise at the national, state, and local levels. a. True

b. False

ANSWER: True

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Knowledge

16. The advertising used by social organizations has a fundamentally different purpose compared to the advertising carried out by major multinational corporations.

a. True

b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Comprehension

17. Caltec Inc. has a department that is responsible for coming up with ideas and innovative ways to advertise the company’s products in newspaper ads and billboards. This is an example of a full-service agency.

a. True

b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective Thinking STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Application

18. The creative boutique’s greatest advantage is its niche expertise.

a. True

b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Strategy KEYWORDS: Bloom’s: Comprehension

19. A creative boutique’s niche expertise can be its greatest liability if the creative boutique is an extra expense that

advertisers cannot afford. a. True

b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Strategy KEYWORDS: Bloom’s: Comprehension

20. 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

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Technology

STATE STANDARDS: United States – Ohio – DISC: Promotion

21. The task of strategic coordination of media and promotional efforts has become simpler because of the proliferation of media options and extensive use of promotional tools beyond advertising.

a. True

b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Comprehension

22. A disadvantage of using media specialists is that they buy media in small quantities. a. True

b. False

ANSWER: False DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Comprehension

23. Firms that maintain and manage large databases of mailing lists are known as digital/interactive agencies. a. True

b. False

ANSWER: False

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Technology STATE STANDARDS: United States – Ohio – DISC: Online/Computer KEYWORDS: Bloom’s: Knowledge

24. It is mandatory for designers and graphic specialists to be involved in strategy planning. a. True

b. False

ANSWER: False

DIFFICULTY: Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – ohio – DISC: Creativity KEYWORDS: Bloom’s: Knowledge

25. Advertisers do not like to handle their own public relations tasks because it requires highly specialized skills and talent not normally found within the company ranks.

a. True

b. False

ANSWER: True DIFFICULTY: Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic STATE STANDARDS: United States – Ohio – DISC: Promotion KEYWORDS: Bloom’s: Comprehension