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Advertising and
ST
Integrated Brand
UV
Promotion, 9th Edition
TEST BANK
IA
?_
Angeline Close Scheinbaum, Thomas O'Guinn, Richard J.
AP
Semenik
PR
Comprehensive Test Bank for Instructors
and Students
OV
||| ||| || ||| || | || ||| | || ||| |
9780357721407
ED
© Angeline Close Scheinbaum, Thomas O'Guinn & Richard J.
Semenik. All rights reserved. Reproduction or distribution without
permission is prohibited.
?
© MEDGEEK
, TABLE OF CONTENTS
Test Bank – Advertising and Integrated Brand Promotion (9th Edition)
Authors: Angeline Close Scheinbaum, Thomas O'Guinn, and Richard J. Semenik
ST
ISBN: 9780357721407
PART I: THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN
CONTEXT
UV
Chapter 1: The World of Advertising and IBP
Chapter 2: The Structure of the Advertising Industry: Advertisers, Agencies, Media, and Support
Organizations
Chapter 3: The History of Advertising and Brand Promotion
Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
IA
PART II: THE PLANNING: ANALYZING THE ENVIRONMENT AND DEFINING THE
STRATEGY
Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
?_
Chapter 6: Market Segmentation, Positioning, and the Value Proposition
Chapter 7: Advertising Research
Chapter 8: Planning Advertising and Integrated Brand Promotion
AP
PART III: PREPARING THE MESSAGE
Chapter 9: Managing Creativity in Advertising and IBP
Chapter 10: Creative Message Strategy
Chapter 11: Executing the Creative
PR
PART IV: PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA
Chapter 12: Media Planning Essentials
Chapter 13: Traditional Media Planning
Chapter 14: Advertising and IBP in Digital, Social, and Mobile Media
OV
PART V: INTEGRATED BRAND PROMOTION
Chapter 15: Sales Promotion and Support Media
Chapter 16: Event Sponsorship and Branded Entertainment
ED
Chapter 17: Direct Marketing and Personal Selling
Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
?
, 1. Advertising today is more diverse and more dynamic as a part of integrated brand promotion.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
ST
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
UV
STATE STANDARDS: United States - OH - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
DATE CREATED: 11/29/2017 11:40 PM
DATE MODIFIED: 11/29/2017 11:41 PM
2. Integrated brand promotion is a great way to think about advertising and branding related topics.
IA
a. True
b. False
ANSWER: True
?_
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
AP
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Customer
KEYWORDS: Bloom's: Knowledge
DATE CREATED: 11/29/2017 11:56 PM
PR
DATE MODIFIED: 11/29/2017 11:56 PM
3. The organization that pays for an advertisement is referred to as the agency.
a. True
b. False
OV
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
ED
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
?
DATE CREATED: 11/29/2017 11:58 PM
DATE MODIFIED: 11/30/2017 12:00 AM
4. Meeting client needs is an important aspect of advertising and integrated brand promotions.
Copyright Cengage Learning. Powered by Cognero. Page 1
, a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
ST
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Customer
UV
KEYWORDS: Bloom's: Comprehension
DATE CREATED: 11/30/2017 12:00 AM
DATE MODIFIED: 11/30/2017 12:00 AM
5. Angelina Jolie, an actress, is interviewed by news reporters about what she thinks her fans should know about her new
movie. This would be considered as an advertisement, based on the definition of advertising.
IA
a. True
b. False
ANSWER: False
?_
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
AP
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Promotion
KEYWORDS: Bloom's: Application
DATE CREATED: 11/30/2017 12:03 AM
PR
DATE MODIFIED: 11/30/2017 12:03 AM
6. With unpaid media, a public relations-oriented team puts out a pro-social message about the importance of not
texting while driving. This is an example of a public service announcement.
a. True
OV
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
ED
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Marketing Plan
?
KEYWORDS: Bloom's: Application
DATE CREATED: 11/30/2017 12:04 AM
DATE MODIFIED: 11/30/2017 12:04 AM
Copyright Cengage Learning. Powered by Cognero. Page 2
Advertising and
ST
Integrated Brand
UV
Promotion, 9th Edition
TEST BANK
IA
?_
Angeline Close Scheinbaum, Thomas O'Guinn, Richard J.
AP
Semenik
PR
Comprehensive Test Bank for Instructors
and Students
OV
||| ||| || ||| || | || ||| | || ||| |
9780357721407
ED
© Angeline Close Scheinbaum, Thomas O'Guinn & Richard J.
Semenik. All rights reserved. Reproduction or distribution without
permission is prohibited.
?
© MEDGEEK
, TABLE OF CONTENTS
Test Bank – Advertising and Integrated Brand Promotion (9th Edition)
Authors: Angeline Close Scheinbaum, Thomas O'Guinn, and Richard J. Semenik
ST
ISBN: 9780357721407
PART I: THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN
CONTEXT
UV
Chapter 1: The World of Advertising and IBP
Chapter 2: The Structure of the Advertising Industry: Advertisers, Agencies, Media, and Support
Organizations
Chapter 3: The History of Advertising and Brand Promotion
Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
IA
PART II: THE PLANNING: ANALYZING THE ENVIRONMENT AND DEFINING THE
STRATEGY
Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
?_
Chapter 6: Market Segmentation, Positioning, and the Value Proposition
Chapter 7: Advertising Research
Chapter 8: Planning Advertising and Integrated Brand Promotion
AP
PART III: PREPARING THE MESSAGE
Chapter 9: Managing Creativity in Advertising and IBP
Chapter 10: Creative Message Strategy
Chapter 11: Executing the Creative
PR
PART IV: PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA
Chapter 12: Media Planning Essentials
Chapter 13: Traditional Media Planning
Chapter 14: Advertising and IBP in Digital, Social, and Mobile Media
OV
PART V: INTEGRATED BRAND PROMOTION
Chapter 15: Sales Promotion and Support Media
Chapter 16: Event Sponsorship and Branded Entertainment
ED
Chapter 17: Direct Marketing and Personal Selling
Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
?
, 1. Advertising today is more diverse and more dynamic as a part of integrated brand promotion.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
ST
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
UV
STATE STANDARDS: United States - OH - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
DATE CREATED: 11/29/2017 11:40 PM
DATE MODIFIED: 11/29/2017 11:41 PM
2. Integrated brand promotion is a great way to think about advertising and branding related topics.
IA
a. True
b. False
ANSWER: True
?_
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
AP
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Customer
KEYWORDS: Bloom's: Knowledge
DATE CREATED: 11/29/2017 11:56 PM
PR
DATE MODIFIED: 11/29/2017 11:56 PM
3. The organization that pays for an advertisement is referred to as the agency.
a. True
b. False
OV
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
ED
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
?
DATE CREATED: 11/29/2017 11:58 PM
DATE MODIFIED: 11/30/2017 12:00 AM
4. Meeting client needs is an important aspect of advertising and integrated brand promotions.
Copyright Cengage Learning. Powered by Cognero. Page 1
, a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
ST
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Customer
UV
KEYWORDS: Bloom's: Comprehension
DATE CREATED: 11/30/2017 12:00 AM
DATE MODIFIED: 11/30/2017 12:00 AM
5. Angelina Jolie, an actress, is interviewed by news reporters about what she thinks her fans should know about her new
movie. This would be considered as an advertisement, based on the definition of advertising.
IA
a. True
b. False
ANSWER: False
?_
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
AP
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Promotion
KEYWORDS: Bloom's: Application
DATE CREATED: 11/30/2017 12:03 AM
PR
DATE MODIFIED: 11/30/2017 12:03 AM
6. With unpaid media, a public relations-oriented team puts out a pro-social message about the importance of not
texting while driving. This is an example of a public service announcement.
a. True
OV
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
ED
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Marketing Plan
?
KEYWORDS: Bloom's: Application
DATE CREATED: 11/30/2017 12:04 AM
DATE MODIFIED: 11/30/2017 12:04 AM
Copyright Cengage Learning. Powered by Cognero. Page 2
