Advertising and Integrated Brand Promotion,
International Edition 5th Edition Thomas O'Guinn
- Test Bank Chapter (1 to 20)
,Content: _
Chapter 1 - The World of Advertising and Integrated Brand Promotion
Chapter 2 - The Structure of the Advertising Industry: Advertisers,
Agencies, Media Companies, and Support Organizations
Chapter 3 - The Evolution of Promoting and Advertising Brands
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 - Advertising Planning: An International Perspective
Chapter 10 - Managing Creativity in Advertising and IBP
Chapter 11 - Message Strategy
Chapter 12 – Copywriting
Chapter 13 - Art Direction and Production
Chapter 14 - Media Strategy and Planning for Advertising and IBP
Chapter 15 - Media Planning: Newspapers, Magazines, Television, and
Radio
Chapter 16 - Media Planning: Advertising and IBP on the Internet
Chapter 17 - Sales Promotion, Point-of-Purchase Advertising, and Support
Media
Chapter 18 - Event Sponsorship, Product Placements, and Branded
Entertainment
Chapter 19 - Integrating Direct Marketing and Personal Selling
Chapter 20 - Public Relations, Influencer Marketing, and Corporate
Advertising
,Chapter 1 - The World of Advertising and Integrated Brand Promotion
TRUE/FALSE
1. Will Smith, the actor, appears on the Late Show With David Letterman to promote his
newest actionadventure movie. This is not an example of a successful use of
advertising.
ANS: T DIF: Moderate REF: p. 9 OBJ: 1-1
TYP: Application 2. Advertising is a paid, mass-mediated attempt to persuade.
ANS: T DIF: Easy REF: p. 9 OBJ: 1-1
TYP: Knowledge
3. A company that markets a vitamin supplement produces a commercial that has the
stated purpose of simply delivering straight information about the product. It is still
an attempt to directly generate sales.
ANS: T DIF: Difficult REF: p. 10 OBJ: 1-1 TYP: Application
4. IBP is the use of many tools, including advertising, in a coordinated manner to build
and maintain brand awareness, identity, and preference.
ANS: F DIF: Moderate REF: p. 12 OBJ: 1-1 TYP: Comprehension
5. A public service announcement (PSA) for the Partnership for a Drug Free America is
aired on three major television networks for free. This is an example of a public
information message, not advertising.
ANS: T DIF: Moderate REF: p. 9 OBJ: 1-1 TYP: Application
6. Altoids uses various promotional tools, including advertising, in-store displays,
sampling and cents-off coupons to build and maintain sales levels. This is an
example of Integrated Brand Promotion (IBP).
ANS: F DIF: Moderate REF: p. 12 OBJ: 1-1 TYP: Application
7. Mass communication has two major components: production and reception.
ANS: T DIF: Easy REF: p. 14 OBJ: 1-2 TYP: Knowledge
, 8. A good advertisement will produce the same meaning for all members of the
audience.
ANS: F DIF: Moderate REF: p. 15 OBJ: 1-2 TYP: Knowledge
9. The communication production process produces the content of all advertising
messages. The communication reception process produces the same
interpretations among all audience members.
ANS: F DIF: Difficult REF: p. 15 OBJ: 1-2 TYP: Knowledge
10. A target audience is the group of customers that is singled out to be reached by an
advertising campaign or other promotion.
ANS: T DIF: Easy REF: p. 16 OBJ: 1-3 TYP: Knowledge
11. A target audience is a the whole group of consumers that will see an advertisement
or an advertising campaign.
ANS: F DIF: Easy REF: p. 16 OBJ: 1-3 TYP: Knowledge
12. Household consumers are the most conspicuous audience in that most mass media
advertising is directed at them.
ANS: T DIF: Moderate REF: p. 16 OBJ: 1-3 TYP: Comprehension
13. When trying to deliver an advertising message to a professional audience, the
medium of trade journals is most predominantly used.
ANS: T DIF: Difficult REF: p. 18 OBJ: 1-3 TYP: Application
14. Motorola's worldwide advertising campaign for cell phones is an attempt to provide a
common theme and presentation in all markets including consumers in North
America, Europe, Asia, Africa, Australia and South America. This is an example of a
global advertising campaign.
ANS: T DIF: Moderate REF: p. 18 OBJ: 1-3 TYP: Application
15. Albertson’s is a retail chain that sells groceries. It has stores in 31 western,
northwestern, mid-western and southern states. It is most likely to use national
advertising to reach its target market.
ANS: F DIF: Easy REF: p. 19 OBJ: 1-3 TYP: Application
International Edition 5th Edition Thomas O'Guinn
- Test Bank Chapter (1 to 20)
,Content: _
Chapter 1 - The World of Advertising and Integrated Brand Promotion
Chapter 2 - The Structure of the Advertising Industry: Advertisers,
Agencies, Media Companies, and Support Organizations
Chapter 3 - The Evolution of Promoting and Advertising Brands
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 - Advertising Planning: An International Perspective
Chapter 10 - Managing Creativity in Advertising and IBP
Chapter 11 - Message Strategy
Chapter 12 – Copywriting
Chapter 13 - Art Direction and Production
Chapter 14 - Media Strategy and Planning for Advertising and IBP
Chapter 15 - Media Planning: Newspapers, Magazines, Television, and
Radio
Chapter 16 - Media Planning: Advertising and IBP on the Internet
Chapter 17 - Sales Promotion, Point-of-Purchase Advertising, and Support
Media
Chapter 18 - Event Sponsorship, Product Placements, and Branded
Entertainment
Chapter 19 - Integrating Direct Marketing and Personal Selling
Chapter 20 - Public Relations, Influencer Marketing, and Corporate
Advertising
,Chapter 1 - The World of Advertising and Integrated Brand Promotion
TRUE/FALSE
1. Will Smith, the actor, appears on the Late Show With David Letterman to promote his
newest actionadventure movie. This is not an example of a successful use of
advertising.
ANS: T DIF: Moderate REF: p. 9 OBJ: 1-1
TYP: Application 2. Advertising is a paid, mass-mediated attempt to persuade.
ANS: T DIF: Easy REF: p. 9 OBJ: 1-1
TYP: Knowledge
3. A company that markets a vitamin supplement produces a commercial that has the
stated purpose of simply delivering straight information about the product. It is still
an attempt to directly generate sales.
ANS: T DIF: Difficult REF: p. 10 OBJ: 1-1 TYP: Application
4. IBP is the use of many tools, including advertising, in a coordinated manner to build
and maintain brand awareness, identity, and preference.
ANS: F DIF: Moderate REF: p. 12 OBJ: 1-1 TYP: Comprehension
5. A public service announcement (PSA) for the Partnership for a Drug Free America is
aired on three major television networks for free. This is an example of a public
information message, not advertising.
ANS: T DIF: Moderate REF: p. 9 OBJ: 1-1 TYP: Application
6. Altoids uses various promotional tools, including advertising, in-store displays,
sampling and cents-off coupons to build and maintain sales levels. This is an
example of Integrated Brand Promotion (IBP).
ANS: F DIF: Moderate REF: p. 12 OBJ: 1-1 TYP: Application
7. Mass communication has two major components: production and reception.
ANS: T DIF: Easy REF: p. 14 OBJ: 1-2 TYP: Knowledge
, 8. A good advertisement will produce the same meaning for all members of the
audience.
ANS: F DIF: Moderate REF: p. 15 OBJ: 1-2 TYP: Knowledge
9. The communication production process produces the content of all advertising
messages. The communication reception process produces the same
interpretations among all audience members.
ANS: F DIF: Difficult REF: p. 15 OBJ: 1-2 TYP: Knowledge
10. A target audience is the group of customers that is singled out to be reached by an
advertising campaign or other promotion.
ANS: T DIF: Easy REF: p. 16 OBJ: 1-3 TYP: Knowledge
11. A target audience is a the whole group of consumers that will see an advertisement
or an advertising campaign.
ANS: F DIF: Easy REF: p. 16 OBJ: 1-3 TYP: Knowledge
12. Household consumers are the most conspicuous audience in that most mass media
advertising is directed at them.
ANS: T DIF: Moderate REF: p. 16 OBJ: 1-3 TYP: Comprehension
13. When trying to deliver an advertising message to a professional audience, the
medium of trade journals is most predominantly used.
ANS: T DIF: Difficult REF: p. 18 OBJ: 1-3 TYP: Application
14. Motorola's worldwide advertising campaign for cell phones is an attempt to provide a
common theme and presentation in all markets including consumers in North
America, Europe, Asia, Africa, Australia and South America. This is an example of a
global advertising campaign.
ANS: T DIF: Moderate REF: p. 18 OBJ: 1-3 TYP: Application
15. Albertson’s is a retail chain that sells groceries. It has stores in 31 western,
northwestern, mid-western and southern states. It is most likely to use national
advertising to reach its target market.
ANS: F DIF: Easy REF: p. 19 OBJ: 1-3 TYP: Application
