Test Bank For Advertising And Integrated Brand Promotion 6th Edition By Thomas O’Guinn

Chapter 1 – The World of Advertising and Integrated Brand Promotion

TRUE/FALSE

1. In the new world of advertising, mass media are just about dead and gone.

ANS:  F                    DIF:    Easy               REF:   p. 7                OBJ:   1-Intro

NAT:  AACSB Communication | CB&C Model Promotion        TYP:   Comprehension

2. One ongoing change in today’s promotions can be seen in the way that the lines between information, entertainment, networking, and commercial messages are blurring.

ANS:  T                    DIF:    Easy               REF:   p. 7                OBJ:   1-Intro

NAT:  AACSB Communication | CB&C Model Promotion        TYP:   Comprehension

3. Today, unlike years past, if a company produces and disseminates enough digital, mobile, online, and even traditional advertising for its offering, even a brand that does not meet consumers needs can succeed.

ANS:  F                    DIF:    Moderate       REF:   p. 8                OBJ:   1-Intro

NAT:  AACSB Communication | CB&C Model Promotion        TYP:   Comprehension

4. The company or organization that pays for an advertisement is referred to as the client or sponsor.

ANS:  T                    DIF:    Easy               REF:   p. 11              OBJ:   1-1

NAT:  AACSB Communication | CB&C Model Promotion        TYP:   Knowledge

5. Brad Pitt is interviewed on the red carpet walk to the Academy Awards about his latest movie, for which he has been nominated for an Oscar. TV cameras and reporters zoom in to catch his comments. This is a form of advertising.

ANS:  F                    DIF:    Moderate       REF:   p. 11              OBJ:   1-1

NAT:  AACSB Communication | CB&C Model Promotion        TYP:   Application

6. A commercial created by the Partnership for a Drug-Free America shows eggs dropping into a frying pan, with the caption, “This is your brain on drugs.” It is aired on three major television networks for free. Though this sounds like a public service message, it is actually an advertisement.

ANS:  F                    DIF:    Moderate       REF:   p. 11              OBJ:   1-1

NAT:  AACSB Communication | CB&C Model Promotion        TYP:   Application

7. A firm that manufactures a device that alleviates sleep apnea produces a print ad and a television commercial that have the stated purpose of simply delivering straight information about the product. Therefore, it is not an attempt to persuade.

ANS:  F                    DIF:    Moderate       REF:   p. 12              OBJ:   1-1

NAT:  AACSB Ethics | CB&C Model Strategy                           TYP:   Application

8. The marketers at Apple use a number of communication methods—including advertising in many forms of media, personal selling, public relations, event sponsorship, corporate advertising, social networking, and point-of-purchase, among others—in a coordinated process to build and maintain brand exposure. The Apple promoters are demonstrating a form of integrated brand promotion (IBP).

ANS:  T                    DIF:    Moderate       REF:   p. 13              OBJ:   1-1

NAT:   AACSB Communication | CB&C Model Promotion    TYP:    Application