Advertising and Integrated Brand Promotion International Edition 5th Edition Thomas O’Guinn – Test Bank

ISBN-10 ‏: ‎0324569408, ISBN-13 ‏: ‎978-0324569407

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