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

TEST BANK Test Bank for Advertising and Integrated Brand Promotion 8th Edition TEST BANK JNURSE Thomas O'Guinn : Advertising and Integrated Brand Promotion Multiple Choice 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 JNURSE 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 JNURSE 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 p heno menon. 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 JNURSE