Advertising and Integrated Brand Promotion, 8th Edition, Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum Richard J. Semenik. All 18 Chapters Test Bank

,Name: Class: Date:

Chap 01_8e

Indicate whether the statement is true or false.
1. The receivers of the communication must accommodate their perceived multiple meanings and personal agendas
and then negotiate a meaning or interpretation of the ad according to their individual life experiences and value
systems.
a. True
b. False

2. An example of a campaign that uses integrated brand promotion is Taco Bell; they have simultaneously put
out a commercial during the Super Bowl, print advertising, in-store promotions, and a hashtag that was all
focused on a new product.
a. True
b. False

3. An advertisement refers to a series of coordinated messages that communicates a reasonably cohesive and
integrated theme about a brand.
a. True
b. False

4. Although companies believe in and rely heavily on advertising, some people have significant misperceptions
about advertising and what it’s supposed to do.
a. True
b. False

5. The model of mass-mediated communication can be interpreted to see that communication is an inherently
social process.
a. True
b. False

6. In going through an IBP tool checklist, a brand must focus on either digital or traditional advertising, but not
both.
a. True
b. False

7. 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
b. False

8. 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.
a. True
b. False




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,Name: Class: Date:

Chap 01_8e

9. 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

10. Advertising is NOT a part of the communication process.
a. True
b. False

11. The organization that pays for an advertisement is referred to as the agency.
a. True
b. False

12. Advertising means different things to different people.
a. True
b. False

13. It is possible to grow your business with content marketing, which is about providing prospects with relevant
content and engaging consumers to have a relationship with your brand.
a. True
b. False

14. The model of mass-mediated communications is unidirectional, and not fluid.
a. True
b. False

15. Integrated brand promotion is the process of using one promotional tool that works to create widespread
brand exposure.
a. True
b. False

16. Integrated brand promotion is a great way to think about advertising and branding related topics.
a. True
b. False

17. Promotion refers to a specific message that an organization has created to persuade an audience.
a. True
b. False

18. Advertising is a paid, mass-mediated attempt to persuade, and it is a key component to integrated brand
promotion.
a. True
b. False




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, Name: Class: Date:

Chap 01_8e

19. When consumers are reached by various forms of inconsistent messages, they will have an easier time
understanding the brand and deciding whether to use it regularly.
a. True
b. False

20. Established brands such as Cadillac, the car brand, often face the challenge of maintaining an updated
market-driven image and communicating the brand’s contemporary image.
a. True
b. False

21. Communication is inherently a social process.
a. True
b. False

22. The definition of IBP highlights that the IBP tools need to work together to create a consistent and
compelling impression of the brand.
a. True
b. False

23. The marketer who does not use advertising and IBP as a way to build brand identity will, frankly, likely be
ignored.
a. True
b. False

24. A way to achieve success in marketing is with integrated brand promotion.
a. True
b. False

25. Advertising is a business, an art form, an institution, and a cultural phenomenon.
a. True
b. False

26. In a model of mass communication, there is a production source, accommodation and negotiation of the
message and its intent, clutter, reception, encoding, and decoding.
a. True
b. False

27. IBP is the use of many promotional tools, including advertising, in a coordinated manner to build and then
maintain brand awareness, identity, and preference.
a. True
b. False

28. An advertising campaign refers to a specific message that an organization has created to persuade an
audience.
a. True
b. False

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