Advertising and Integrated Brand Promotion, International Edition 5th Edition by Thomas O'Guinn - Test Bank

,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 action-
adventure 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

16. The responsibilities of conception, pricing, positioning, and distribution of ideas, goods, or services are
referred to as the marketing mix.

ANS: F DIF: Moderate REF: p. 20 OBJ: 1-4
TYP: Knowledge

17. For advertising strategies to be effective, they must work within the confines of the overall marketing
strategy.

ANS: T DIF: Easy REF: p. 27 OBJ: 1-4
TYP: Comprehension

18. Advertising plays an important role in helping a firm develop and manage its brands.

, ANS: T DIF: Moderate REF: p. 22 OBJ: 1-4
TYP: Application

19. To be effective, brand differentiation must be based on tangible as well as intangible differences
between brands.

ANS: T DIF: Difficult REF: p. 21 OBJ: 1-4
TYP: Comprehension

20. Spin, a small, upscale bicycle manufacturer in southern Oregon, employs three owner/entrepreneurs,
five production craftsmen, four distribution technicians and Guy Gaylord as Director of Sales &
Marketing. It could be said that Gaylord's Marketing Department has the primary responsibility to
generate brand perceptions.

ANS: F DIF: Moderate REF: p. 28 OBJ: 1-4
TYP: Application

21. Attempting to develop recognition and approval of a brand over time, direct response advertising relies
on imagery and message themes that emphasize the benefits and characteristics of a brand.

ANS: F DIF: Moderate REF: p. 31 OBJ: 1-4
TYP: Comprehension

22. Advertising increases levels of consumer purchase of specific brands which in turn affects gross
domestic product.

ANS: F DIF: Difficult REF: p. 32 OBJ: 1-5
TYP: Knowledge

23. Value is the perception by consumers that a band provides satisfaction greater than the cost incurred to
acquire the product or service.

ANS: T DIF: Moderate REF: p. 34 OBJ: 1-5
TYP: Knowledge

24. Advertising is important to marketers because it is the best way dramatize a brand’s values beyond its
physical features.

ANS: T DIF: Difficult REF: p. 23 OBJ: 1-5
TYP: Comprehension

25. Integrated brand communications is the process of using promotional tools in a unified way to build
brand awareness, identity and preference.

ANS: T DIF: Easy REF: p. 36 OBJ: 1-5
TYP: Knowledge


MULTIPLE CHOICE

1. Which of the following is an accurate description of advertising?
a. Advertising plays a pivotal role in world commerce.
b. Advertising is a big part of our language and culture.