Chapt 01_8e
Test Bank
Advertising and Integrated Brand Promotion,
8th Edition by Thomas O’Guinn and Allen
All Chapters 1-18
CopyrighttCengagetLearning.tPoweredtbytCognero. Paget1
,Chapt 01_8e
TABLE OF CONTENT
t t
ParttI:tADVERTISINGtANDtINTEGRATEDtBRANDtPROMOTIONtINtBUSINESStANDtSOCIETY.
1.tThetWorldtoftAdvertisingtandtIBP.
2.tThetStructuretoftthetAdvertisingtIndustry:tAdvertisers,tAdvertisingtAgencies,tandtSupporttOrganization
s.
3.tThetHistorytoftAdvertisingtandtBrandtPromotion.
4.tSocial,tEthical,tandtRegulatorytAspectstoftAdvertisingtandtPromotion.tParttII:tANALYZINGtTHEtENVIR
ONMENTtFORtADVERTISINGtANDtINTEGRATEDtBRANDtPROMOTION.
5.tAdvertising,tIntegratedtBrandtPromotion,tandtConsumertBehavior.
6.tMarkettSegmentation,tPositioning,tandtthetValuetProposition.
7.tAdvertisingtResearch.
8.tPlanningtAdvertisingtandtIntegratedtBrandtPromotion.tParttIII:tTHEtCREATIVEtPROCESS.
9.tManagingtCreativitytintAdvertisingtandtIBP.
10.tCreativetMessagetStrategy.
11.tExecutingtthetCreative.tParttIV:tTHEtMEDIAtPROCESS.
12.tMediatPlanningtEssentials.
13.tMediatPlanning:tNewspapers,tMagazines,tTelevision,tandtRadio.
14.tMediatPlanning:tAdvertisingtandtIBPtintDigital,tSocial,t&tMobiletMedia.tParttV:tINTEGRATEDtBRANDt
PROMOTION.
15.tSalestPromotion,tPoint-of-PurchasetAdvertising,tandtSupporttMedia.
CopyrighttCengagetLearning.tPoweredtbytCognero. Paget2
,Chapt 01_8e
16.tEventtSponsorship,tProducttPlacements,tandtBrandedtEntertainment.
17.tIntegratingtDirecttMarketingtandtPersonaltSelling.
18.tPublictRelations,tInfluencertMarketing,tandtCorporatetAdvertising.
CopyrighttCengagetLearning.tPoweredtbytCognero. Paget3
, Chapt 01_8e
Chapt1.tThetWorldtoftAdvertisingtandtIBP
Indicatet whethert thet statementt ist truet ort false.
t
1.tThetreceiverstoftthetcommunicationtmusttaccommodatettheirtperceivedtmultipletmeaningstandtpersonalt
t
agendastandtthentnegotiatetatmeaningtortinterpretationtoftthetadtaccordingttottheirtindividualtlifetexperiencestandtv
aluetsystems.
a. True
b. False
t
t2.t Ant examplet oft at campaignt thatt usest integratedt brandt promotiont ist Tacot Bell;t theyt havet simultaneousl
yt puttoutt at commercialt duringt thet Supert Bowl,t printt advertising,t in-
storet promotions,t andt at hashtagt thatt wast alltfocusedtont atnewt product.
a. True
b. False
t
t 3.t Ant advertisementt referst tot at seriest oft coordinatedt messagest thatt communicatest at reasonablyt cohe
sivet andtintegratedtthemet aboutt atbrand.
a. True
b. False
t
t 4.t Althought companiest believet int andt relyt heavilyt ont advertising,t somet peoplet havet significantt mispercep
tionstabouttadvertisingtandtwhattit’stsupposedttotdo.
a. True
b. False
t t 5.t Thet modelt oft mass-
mediatedt communicationt cant bet interpretedt tot seet thatt communicationt ist ant inherentlytsocialt process.
a. True
b. False
t
6.t Int goingt throught ant IBPt toolt checklist,t at brandt mustt focust ont eithert digitalt ort traditionalt advertising,t butt
t
nottboth.
a. True
b. False
t t 7.t Witht unpaidt media,t at publict relations-orientedt teamt putst outt at pro-
socialt messaget aboutt thet importancet oftnotttextingtwhiletdriving.tThististantexamplet oftatpublictservicetannou
CopyrighttCengagetLearning.tPoweredtbytCognero. Paget4
Test Bank
Advertising and Integrated Brand Promotion,
8th Edition by Thomas O’Guinn and Allen
All Chapters 1-18
CopyrighttCengagetLearning.tPoweredtbytCognero. Paget1
,Chapt 01_8e
TABLE OF CONTENT
t t
ParttI:tADVERTISINGtANDtINTEGRATEDtBRANDtPROMOTIONtINtBUSINESStANDtSOCIETY.
1.tThetWorldtoftAdvertisingtandtIBP.
2.tThetStructuretoftthetAdvertisingtIndustry:tAdvertisers,tAdvertisingtAgencies,tandtSupporttOrganization
s.
3.tThetHistorytoftAdvertisingtandtBrandtPromotion.
4.tSocial,tEthical,tandtRegulatorytAspectstoftAdvertisingtandtPromotion.tParttII:tANALYZINGtTHEtENVIR
ONMENTtFORtADVERTISINGtANDtINTEGRATEDtBRANDtPROMOTION.
5.tAdvertising,tIntegratedtBrandtPromotion,tandtConsumertBehavior.
6.tMarkettSegmentation,tPositioning,tandtthetValuetProposition.
7.tAdvertisingtResearch.
8.tPlanningtAdvertisingtandtIntegratedtBrandtPromotion.tParttIII:tTHEtCREATIVEtPROCESS.
9.tManagingtCreativitytintAdvertisingtandtIBP.
10.tCreativetMessagetStrategy.
11.tExecutingtthetCreative.tParttIV:tTHEtMEDIAtPROCESS.
12.tMediatPlanningtEssentials.
13.tMediatPlanning:tNewspapers,tMagazines,tTelevision,tandtRadio.
14.tMediatPlanning:tAdvertisingtandtIBPtintDigital,tSocial,t&tMobiletMedia.tParttV:tINTEGRATEDtBRANDt
PROMOTION.
15.tSalestPromotion,tPoint-of-PurchasetAdvertising,tandtSupporttMedia.
CopyrighttCengagetLearning.tPoweredtbytCognero. Paget2
,Chapt 01_8e
16.tEventtSponsorship,tProducttPlacements,tandtBrandedtEntertainment.
17.tIntegratingtDirecttMarketingtandtPersonaltSelling.
18.tPublictRelations,tInfluencertMarketing,tandtCorporatetAdvertising.
CopyrighttCengagetLearning.tPoweredtbytCognero. Paget3
, Chapt 01_8e
Chapt1.tThetWorldtoftAdvertisingtandtIBP
Indicatet whethert thet statementt ist truet ort false.
t
1.tThetreceiverstoftthetcommunicationtmusttaccommodatettheirtperceivedtmultipletmeaningstandtpersonalt
t
agendastandtthentnegotiatetatmeaningtortinterpretationtoftthetadtaccordingttottheirtindividualtlifetexperiencestandtv
aluetsystems.
a. True
b. False
t
t2.t Ant examplet oft at campaignt thatt usest integratedt brandt promotiont ist Tacot Bell;t theyt havet simultaneousl
yt puttoutt at commercialt duringt thet Supert Bowl,t printt advertising,t in-
storet promotions,t andt at hashtagt thatt wast alltfocusedtont atnewt product.
a. True
b. False
t
t 3.t Ant advertisementt referst tot at seriest oft coordinatedt messagest thatt communicatest at reasonablyt cohe
sivet andtintegratedtthemet aboutt atbrand.
a. True
b. False
t
t 4.t Althought companiest believet int andt relyt heavilyt ont advertising,t somet peoplet havet significantt mispercep
tionstabouttadvertisingtandtwhattit’stsupposedttotdo.
a. True
b. False
t t 5.t Thet modelt oft mass-
mediatedt communicationt cant bet interpretedt tot seet thatt communicationt ist ant inherentlytsocialt process.
a. True
b. False
t
6.t Int goingt throught ant IBPt toolt checklist,t at brandt mustt focust ont eithert digitalt ort traditionalt advertising,t butt
t
nottboth.
a. True
b. False
t t 7.t Witht unpaidt media,t at publict relations-orientedt teamt putst outt at pro-
socialt messaget aboutt thet importancet oftnotttextingtwhiletdriving.tThististantexamplet oftatpublictservicetannou
CopyrighttCengagetLearning.tPoweredtbytCognero. Paget4
