Advertising and Integrated Brand Promotion 8th Edition By Thomas O'Guinn - Test Bank

,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
QUESTION TYPE: True / False
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: 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.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
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
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
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
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: 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
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Customer
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.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
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
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
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
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

, 7. 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
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
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 12:10 AM
DATE MODIFIED: 11/30/2017 12:10 AM

8. 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
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
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 12:12 AM
DATE MODIFIED: 11/30/2017 12:12 AM

9. 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
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP..1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Promotion
KEYWORDS: Bloom's: Knowledge
DATE CREATED: 11/30/2017 12:13 AM
Copyright Cengage Learning. Powered by Cognero. Page 3