Test Bank For Advertising and Integrated Brand Promotion 7th Edition By OGuinn
Test Bank for Advertising and Integrated Brand Promotion 7th edition by OGuinn is the perfect tool for any student preparing for an exam. This comprehensive test bank includes detailed answers to over thousands of questions related to advertising, integrated brand promotion, and a whole lot more. Quickly brush up on topics with this must-have resource that covers all the key concepts so you can excel in your field.
Test Bank For Advertising and Integrated Brand Promotion 7th Edition by OGuinn provides the most comprehensive coverage of product promotion techniques and strategies that will help you ace your tests—and not just score high marks, but also gain a deeper understanding that’s useful beyond exams. Get ahead of the curve no matter where in the learning process you are with this essential study guide. Dive into in-depth knowledge from experts in the field without reading through tedious textbooks. With Test Bank For Advertising and Integrated Brand Promotion 7th Edition By OGuinn, you can make sure you’ve got what it takes to pass your course with ease!
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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
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