Advertising and Integrated Brand Promotion, 8th Edition – Thomas O. Guinn, Chris Allen, Angeline Close Scheinbaum & Richard J. Semenik – Complete Test Bank (Chapters 1–18, Multiple Choice, True/False, Application Scenarios with Answers)

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




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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




E
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
D
4. Although companies believe in and rely heavily on advertising, some people have significant misperceptions
G
about advertising and what it’s supposed to do.
a. True
b. False
E
5. The model of mass-mediated communication can be interpreted to see that communication is an inherently
social process.
E

a. True
b. False
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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




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




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

D
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.
G
a. True
b. False

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

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




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




E
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 D
G
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
E

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

b. False

25. Advertising is a business, an art form, an institution, and a cultural phenomenon.
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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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, Name: Class: Date:

Chap 01_8e

29. Sponsorship, event marketing, sales promotions, public relations, and sponsored content are all examples of
advertising.
a. True
b. False

30. An ad contains a single meaning or even the same meaning for each audience member, according to the
model of mass-mediated communication.
a. True
b. False




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31. Integrated brand promotion in action is a way to showcase how certain brands are integrating various
forms of advertising and marketing communication.
a. True




E
b. False

32. Meeting client needs is an important aspect of advertising and integrated brand promotions.
a. True
b. False D
G
33. A reference group is a particular group of consumers singled out by an organization for an advertising or IBP
campaign.
a. True
b. False
E

34. Advertising today is more diverse and more dynamic as a part of integrated brand promotion.
a. True
E

b. False

Indicate the answer choice that best completes the statement or answers the question.
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35. A paint store has launched an advertisement on a social media site. The ad promotes a new set of Acrylic paints
and informs customers that the first fifty people to click on the ad will receive a free sample. This is an example
of ___________.
a. direct response advertising
b. personal selling
c. delayed response advertising
d. internal positioning

36. The promotional tool used most often to communicate with members of a trade channel is personal selling. Which
of the following is a reason behind this?
a. Personal selling is the most inexpensive form of communication.
b. Members of trade channels are the most conspicuous audience.
c. Members of trade channels are the target audience for producers of only household products.
d. The target audience represents a relatively small, easily identifiable group.



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