Medstudy.com
TEST BANK for Advertising and Integrated Brand
Promotion 9th Edition by Angeline C. Scheinbaum,
Thomas O'Guinn, Richard Semenik
All Chapters Covered 1-18| Verified Questions &
Accurate Solutions| A+ GRADE GUARANTEED
M
ED
ST
U
D
Y
Page | 1
,Medstudy.com
Chapter 1
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
M
put out a commercial during the Super Bowl, print advertising, in-store promotions, and a hashtag that
was all focused on a new product.
ED
a. True
b. False
3. An advertisement refers to a series of coordinated messages that communicates a reasonably cohesive
ST
and integrated theme about a brand.
a. True
b. False
U
4. Although companies believe in and rely heavily on advertising, some people have significant
D
misperceptions about advertising and what it‘s supposed to do.
a. True
Y
b. False
5. The model of mass-mediated communication can be interpreted to see that communication is an
inherently social process.
a. True
b. False
Page | 2
,Medstudy.com
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
M
8. Angelina Jolie, an actress, is interviewed by news reporters about what she thinks her fans should know
ED
about her new movie. This would be considered as an advertisement, based on the definition of
advertising.
a. True
b. False
ST
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.
U
a. True
b. False
D
Y
10. Advertising is NOT a part of the communication process.
a. True
b. False
11. The organization that pays for an advertisement is referred to as the agency.
a. True
b. False
Page | 3
, Medstudy.com
12. Advertising means different things to different people.
a. True
b. False
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
M
14. The model of mass-mediated communications is unidirectional, and not fluid.
ED
a. True
b. False
ST
15. Integrated brand promotion is the process of using one promotional tool that works to create
widespread brand exposure.
a. True
b. False
U
16. Integrated brand promotion is a great way to think about advertising and branding related topics.
D
a. True
Y
b. False
17. Promotion refers to a specific message that an organization has created to persuade an audience.
a. True
b. False
Page | 4
TEST BANK for Advertising and Integrated Brand
Promotion 9th Edition by Angeline C. Scheinbaum,
Thomas O'Guinn, Richard Semenik
All Chapters Covered 1-18| Verified Questions &
Accurate Solutions| A+ GRADE GUARANTEED
M
ED
ST
U
D
Y
Page | 1
,Medstudy.com
Chapter 1
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
M
put out a commercial during the Super Bowl, print advertising, in-store promotions, and a hashtag that
was all focused on a new product.
ED
a. True
b. False
3. An advertisement refers to a series of coordinated messages that communicates a reasonably cohesive
ST
and integrated theme about a brand.
a. True
b. False
U
4. Although companies believe in and rely heavily on advertising, some people have significant
D
misperceptions about advertising and what it‘s supposed to do.
a. True
Y
b. False
5. The model of mass-mediated communication can be interpreted to see that communication is an
inherently social process.
a. True
b. False
Page | 2
,Medstudy.com
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
M
8. Angelina Jolie, an actress, is interviewed by news reporters about what she thinks her fans should know
ED
about her new movie. This would be considered as an advertisement, based on the definition of
advertising.
a. True
b. False
ST
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.
U
a. True
b. False
D
Y
10. Advertising is NOT a part of the communication process.
a. True
b. False
11. The organization that pays for an advertisement is referred to as the agency.
a. True
b. False
Page | 3
, Medstudy.com
12. Advertising means different things to different people.
a. True
b. False
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
M
14. The model of mass-mediated communications is unidirectional, and not fluid.
ED
a. True
b. False
ST
15. Integrated brand promotion is the process of using one promotional tool that works to create
widespread brand exposure.
a. True
b. False
U
16. Integrated brand promotion is a great way to think about advertising and branding related topics.
D
a. True
Y
b. False
17. Promotion refers to a specific message that an organization has created to persuade an audience.
a. True
b. False
Page | 4
