Advertising And Integrated Brand Promotion
6th Edition By Thomas O'Guinn - Test Bank
Chapter (1 to 18)
,Content: _
Chapter 1 - The World of Advertising and Integrated Brand Promotion
Chapter 2 - The Structure of the Advertising and Promotion 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
Chapter 5 - Advertising, Integrated Brand Promotion, and Consumer
Behavior
Chapter 6 - Market Segmentation, Positioning, and the Value Proposition
Chapter 7 - Advertising and Promotion Research
Chapter 8 - Planning Advertising and Integrated Brand Promotion
Chapter 9 - Managing Creativity in Advertising and IBP
Chapter 10 - Creative Message Strategy
Chapter 11 - Executing the Creative
Chapter 12 - Media Planning Essentials
Chapter 13 - Media Planning: Newspapers, Magazines, Television, and
Radio
Chapter 14 - Media Planning: Advertising and IBP in Digital/Interactive
Media
Chapter 15 - Sales Promotion, Point-of-Purchase Advertising, and Support
Media
Chapter 16 - Event Sponsorship, Product Placements, and Branded
Entertainment
Chapter 17- Integrating Direct Marketing and Personal Selling
Chapter 18 - Public Relations, Influencer Marketing, and Corporate
Advertising
,Chapter 1 - The World of Advertising and Integrated Brand Promotion
TRUE/FALSE
1. In the new world of advertising, mass media are just about dead and gone.
ANS: F DIF: Easy REF: p. 7 OBJ: 1-Intro
NAT: AACSB Communication | CB&C Model Promotion TYP: Comprehension
2. One ongoing change in today’s promotions can be seen in the way that the lines between
information, entertainment, networking, and commercial messages are blurring.
ANS: T DIF: Easy REF: p. 7 OBJ: 1-Intro
NAT: AACSB Communication | CB&C Model Promotion TYP: Comprehension
3. Today, unlike years past, if a company produces and disseminates enough digital, mobile, online,
and even traditional advertising for its offering, even a brand that does not meet consumers needs
can succeed.
ANS: F DIF: Moderate REF: p. 8 OBJ: 1-Intro
NAT: AACSB Communication | CB&C Model Promotion TYP: Comprehension
4. The company or organization that pays for an advertisement is referred to as the client or
sponsor.
ANS: T DIF: Easy REF: p. 11 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Knowledge
5. Brad Pitt is interviewed on the red carpet walk to the Academy Awards about his latest movie,
for which he has been nominated for an Oscar. TV cameras and reporters zoom in to catch his
comments. This is a form of advertising.
ANS: F DIF: Moderate REF: p. 11 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Application
6. A commercial created by the Partnership for a Drug-Free America shows eggs dropping into a
frying pan, with the caption, “This is your brain on drugs.” It is aired on three major television
networks for free. Though this sounds like a public service message, it is actually an
advertisement.
ANS: F DIF: Moderate REF: p. 11 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Application
, 7. A firm that manufactures a device that alleviates sleep apnea produces a print ad and a television
commercial that have the stated purpose of simply delivering straight information about the
product. Therefore, it is not an attempt to persuade.
ANS: F DIF: Moderate REF: p. 12 OBJ: 1-1
NAT: AACSB Ethics | CB&C Model Strategy TYP: Application
8. The marketers at Apple use a number of communication methods—including advertising in
many forms of media, personal selling, public relations, event sponsorship, corporate advertising,
social networking, and point-of-purchase, among others—in a coordinated process to build and
maintain brand exposure. The Apple promoters are demonstrating a form of integrated brand
promotion (IBP).
ANS: T DIF: Moderate REF: p. 13 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Application
9. Essentially, the idea behind integrated brand promotion (IBP) is to pay for the use of many tools,
including advertising, and coordinate them to launch products and boost sales.
ANS: F DIF: Moderate REF: p. 13 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Knowledge
10. A single ad—or a series of coordinated ads with a similar look, feel, and message—that revolves
around one consistent theme is called a promotion.
ANS: F DIF: Moderate REF: p. 14 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Knowledge
11. Mass-mediated communication has three major components: production, reception and
distribution.
ANS: F DIF: Easy REF: p. 16 OBJ: 1-2
NAT: AACSB Communication | CB&C Model Promotion TYP: Knowledge
12. All the consumers who ultimately see an advertisement or an advertising campaign are
considered its target audience.
ANS: F DIF: Easy REF: p. 18 OBJ: 1-3
NAT: AACSB Communication | CB&C Model Customer TYP: Knowledge
13. Government buyers are the most conspicuous audience today, in that most mass media
advertising is directed at them.
ANS: F DIF: Moderate REF: p. 18 OBJ: 1-3
NAT: AACSB Communication | CB&C Model Customer TYP: Comprehension
6th Edition By Thomas O'Guinn - Test Bank
Chapter (1 to 18)
,Content: _
Chapter 1 - The World of Advertising and Integrated Brand Promotion
Chapter 2 - The Structure of the Advertising and Promotion 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
Chapter 5 - Advertising, Integrated Brand Promotion, and Consumer
Behavior
Chapter 6 - Market Segmentation, Positioning, and the Value Proposition
Chapter 7 - Advertising and Promotion Research
Chapter 8 - Planning Advertising and Integrated Brand Promotion
Chapter 9 - Managing Creativity in Advertising and IBP
Chapter 10 - Creative Message Strategy
Chapter 11 - Executing the Creative
Chapter 12 - Media Planning Essentials
Chapter 13 - Media Planning: Newspapers, Magazines, Television, and
Radio
Chapter 14 - Media Planning: Advertising and IBP in Digital/Interactive
Media
Chapter 15 - Sales Promotion, Point-of-Purchase Advertising, and Support
Media
Chapter 16 - Event Sponsorship, Product Placements, and Branded
Entertainment
Chapter 17- Integrating Direct Marketing and Personal Selling
Chapter 18 - Public Relations, Influencer Marketing, and Corporate
Advertising
,Chapter 1 - The World of Advertising and Integrated Brand Promotion
TRUE/FALSE
1. In the new world of advertising, mass media are just about dead and gone.
ANS: F DIF: Easy REF: p. 7 OBJ: 1-Intro
NAT: AACSB Communication | CB&C Model Promotion TYP: Comprehension
2. One ongoing change in today’s promotions can be seen in the way that the lines between
information, entertainment, networking, and commercial messages are blurring.
ANS: T DIF: Easy REF: p. 7 OBJ: 1-Intro
NAT: AACSB Communication | CB&C Model Promotion TYP: Comprehension
3. Today, unlike years past, if a company produces and disseminates enough digital, mobile, online,
and even traditional advertising for its offering, even a brand that does not meet consumers needs
can succeed.
ANS: F DIF: Moderate REF: p. 8 OBJ: 1-Intro
NAT: AACSB Communication | CB&C Model Promotion TYP: Comprehension
4. The company or organization that pays for an advertisement is referred to as the client or
sponsor.
ANS: T DIF: Easy REF: p. 11 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Knowledge
5. Brad Pitt is interviewed on the red carpet walk to the Academy Awards about his latest movie,
for which he has been nominated for an Oscar. TV cameras and reporters zoom in to catch his
comments. This is a form of advertising.
ANS: F DIF: Moderate REF: p. 11 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Application
6. A commercial created by the Partnership for a Drug-Free America shows eggs dropping into a
frying pan, with the caption, “This is your brain on drugs.” It is aired on three major television
networks for free. Though this sounds like a public service message, it is actually an
advertisement.
ANS: F DIF: Moderate REF: p. 11 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Application
, 7. A firm that manufactures a device that alleviates sleep apnea produces a print ad and a television
commercial that have the stated purpose of simply delivering straight information about the
product. Therefore, it is not an attempt to persuade.
ANS: F DIF: Moderate REF: p. 12 OBJ: 1-1
NAT: AACSB Ethics | CB&C Model Strategy TYP: Application
8. The marketers at Apple use a number of communication methods—including advertising in
many forms of media, personal selling, public relations, event sponsorship, corporate advertising,
social networking, and point-of-purchase, among others—in a coordinated process to build and
maintain brand exposure. The Apple promoters are demonstrating a form of integrated brand
promotion (IBP).
ANS: T DIF: Moderate REF: p. 13 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Application
9. Essentially, the idea behind integrated brand promotion (IBP) is to pay for the use of many tools,
including advertising, and coordinate them to launch products and boost sales.
ANS: F DIF: Moderate REF: p. 13 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Knowledge
10. A single ad—or a series of coordinated ads with a similar look, feel, and message—that revolves
around one consistent theme is called a promotion.
ANS: F DIF: Moderate REF: p. 14 OBJ: 1-1
NAT: AACSB Communication | CB&C Model Promotion TYP: Knowledge
11. Mass-mediated communication has three major components: production, reception and
distribution.
ANS: F DIF: Easy REF: p. 16 OBJ: 1-2
NAT: AACSB Communication | CB&C Model Promotion TYP: Knowledge
12. All the consumers who ultimately see an advertisement or an advertising campaign are
considered its target audience.
ANS: F DIF: Easy REF: p. 18 OBJ: 1-3
NAT: AACSB Communication | CB&C Model Customer TYP: Knowledge
13. Government buyers are the most conspicuous audience today, in that most mass media
advertising is directed at them.
ANS: F DIF: Moderate REF: p. 18 OBJ: 1-3
NAT: AACSB Communication | CB&C Model Customer TYP: Comprehension
