Test Bank for Advertising and Integrated Brand Promotion 8th Edition by Thomas O'Guinn |ISBN: 9781337110211| Guide A+

TEST BANK
Advertising and Integrated Brand Promotion

Thomas O'Guinn

8th Edition
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,Table of Contents
Part 1: Advertising and Integrated Brand Promotion in Business and Society
1. The World of Advertising and Integrated Brand Promotion
2. The Structure of the Advertising and IBP Industry
3. The Global and Ethical Context of Advertising and IBP
4. The Role of Research in Advertising and IBP
Part 2: Consumer- and Brand-Focused Promotion Planning
5. Understanding Consumer-Driven Marketing and Promotion
6. Segmentation, Targeting and Positioning in Advertising and IBP
7. Brand Equity and Advertising’s Role in Building Brands
8. The Creative Strategy in Advertising and IBP
Part 3: Media Strategy, Digital Promotion, and Integrated Execution
9. Media Planning, Strategy, and Buying
10. Traditional, Digital, and Social Media in Advertising and IBP
11. Integrated Brand Promotion: from Campaigns to Activation
12. Sales Promotion, Trade Promotion and Experiential Marketing
13. Public Relations, Sponsorship and Other Promotional Tools
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Part 4: Measurement, Evaluation and The Future of IBP
14. Advertising and IBP Metrics: Evaluating Effectiveness
15. The Future of Advertising, IBP and Brand Promotion
Appendices
• Glossary of key terms
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• Case studies and campaign notes
• Index
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,1. Advertising today is more diverse and more dynamic as a part of integrated brand promotion.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP 1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
DATE CREATED: 11/29/2017 11:40 PM
DATE MODIFIED: 11/29/2017 11:41 PM

2. Integrated brand promotion is a great way to think about advertising and branding related topics.
a. True
b. False
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ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
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LEARNING OBJECTIVES: AIBP 1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
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STATE STANDARDS: United States - OH - DISC: Customer
KEYWORDS: Bloom's: Knowledge
DATE CREATED: 11/29/2017 11:56 PM
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DATE MODIFIED: 11/29/2017 11:56 PM

3. The organization that pays for an advertisement is referred to as the agency.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP 1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
DATE CREATED: 11/29/2017 11:58 PM
DATE MODIFIED: 11/30/2017 12:00 AM

4. Meeting client needs is an important aspect of advertising and integrated brand promotions.

, a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP 1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Customer
KEYWORDS: Bloom's: Comprehension
DATE CREATED: 11/30/2017 12:00 AM
DATE MODIFIED: 11/30/2017 12:00 AM

5. 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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ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
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HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP 1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
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STATE STANDARDS: United States - OH - DISC: Promotion
KEYWORDS: Bloom's: Application
DATE CREATED: 11/30/2017 12:03 AM
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DATE MODIFIED: 11/30/2017 12:03 AM

6. 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
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: AIBP 1-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - OH - DISC: Marketing Plan
KEYWORDS: Bloom's: Application
DATE CREATED: 11/30/2017 12:04 AM
DATE MODIFIED: 11/30/2017 12:04 AM