Test Bank – Advertising and Integrated Brand Promotion, 9th Edition – Angeline Close Scheinbaum, Thomas O'Guinn, & Richard J. Semenik – ISBN 9780357721407

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TEST BANK

Advertising and Integrated Brand
Promotion
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Angeline Close Scheinbaum, Thomas O'Guinn, and Richard J. Semenik
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9th Edition
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AP
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, TABLE OF CONTENTS

Advertising and Integrated Brand Promotion (9th Edition)
Authors: Angeline Close Scheinbaum, Thomas O'Guinn, and Richard J. Semenik
ISBN: 978-0357721407
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Chapter 1: The World of Advertising and Integrated Brand Promotion
Chapter 2: The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and
Support Organizations
Chapter 3: The History of Advertising and Brand Promotion
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Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
Chapter 6: Market Segmentation, Positioning, and the Value Proposition
Chapter 7: Advertising Research
Chapter 8: Planning Advertising and Integrated Brand Promotion
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Chapter 9: Managing Creativity in Advertising and IBP
Chapter 10: Creative Message Strategy
Chapter 11: Executing the Creative
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Chapter 12: Media Planning Essentials
Chapter 13: Media Planning: Newspapers, Magazines, TV, and Radio
Chapter 14: Media Planning: Advertising and IBP in Digital, Social, and Mobile Media
Chapter 15: Sales Promotion, Point-of-Purchase Advertising, and Support Media
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Chapter 16: Event Sponsorship, Product Placements, and Branded Entertainment
Chapter 17: Integrating Direct Marketing and Personal Selling
Chapter 18: Public Relations, Influencer Marketing, and Corporate Advertising
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Chap 01_9e

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.
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a. True
b. False
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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
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3. An advertisement refers to a series of coordinated messages that communicates a reasonably cohesive and
integrated theme about a brand.
a. True
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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.
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a. True
b. False

5. The model of mass-mediated communication can be interpreted to see that communication is an inherently
social process.
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a. True
b. False

6. In going through an IBP tool checklist, a brand must focus on either digital or traditional advertising, but not
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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.
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a. True
b. False

8. Angelina Jolie, an actress, is interviewed by news reporters about what she thinks her fans should know about
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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_9e

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
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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
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12. Advertising means different things to different people.
a. True
b. False
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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
AP
14. The model of mass-mediated communications is unidirectional, and not fluid.
a. True
b. False
PR
15. Integrated brand promotion is the process of using one promotional tool that works to create widespread
brand exposure.
a. True
b. False
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16. Integrated brand promotion is a great way to think about advertising and branding related topics.
a. True
b. False
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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
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promotion.
a. True
b. False




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