LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

Ch_01__The_World_of_Advertising_and_Integrated_Brand_Promotion 1.In the new world of advertising, mass media is nonexistent.a.True b.False

ANSWER: False

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge 2.Consumer preferences and new technologies are reshaping the communication environment.a.True b.False

ANSWER: True

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Customer KEYWORDS: Bloom's: Knowledge 3.The organization that pays for an advertisement is referred to as the client.a.True b.False

ANSWER: True

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge 4.A brand that does not meet customer needs can still be very successful if it advertises its products extensively.a.True b.False

ANSWER: False

DIFFICULTY: Moderate

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Customer KEYWORDS: Bloom's: Comprehension Advertising and Integrated Brand Promotion 7e Thomas O'Guinn Chris Allen Richard Semeni (Test Bank All Chapters, 100% Original Verified, A+ Grade) 1 / 4

• Kristen Cross, an actress, was interviewed by news reporters about what she thought her fans should know about

her new movie. This would be considered as an advertisement.

• True
• False

ANSWER: False

DIFFICULTY: Moderate

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Bloom's: Application

• A television commercial showing the effects of smoking displays a fresh apple and another that has decayed. The

ad states, "Smoking kills." The commercial was paid for by a medical company. This is an example of a public service announcement.

• True
• False

ANSWER: False

DIFFICULTY: Moderate

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Marketing Plan KEYWORDS: Bloom's: Application

• A firm that manufactures a device that alleviates sleep apnea, produces a television commercial that delivers facts

about the product. Therefore, the objective of the ad is not to persuade the customer because the ad is purely informational.

• True
• False

ANSWER: False

DIFFICULTY: Moderate

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Bloom's: Application 2 / 4

KEYWORDS: Bloom's: Knowledge

• Orange Inc., a cell phone manufacturer, has launched promotions of its new product in local newspapers, billboards,

and the company's website, and has distributed flyers in local universities. This is an example of an integrated brand promotion.

• True
• False

ANSWER: True DIFFICULTY: Moderate

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Bloom's: Application

• Integrated brand promotion (IBP) tools include various types of advertising, but does not include traditional

advertising forms.

• True
• False

ANSWER: False

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Bloom's: Knowledge

• An advertisement refers to a specific message that an organization has created to persuade an audience.
• True
• False

ANSWER: True

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.1-1

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Marketing Plan KEYWORDS: Bloom's: Knowledge

• Mass-mediated communication has three major components: production, accommodation, and distribution.
• True
• False

ANSWER: False

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.1-2

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Marketing Plan 3 / 4

• A target audience is a particular group of consumers singled out by an organization for an advertising or IBP

campaign.

• True
• False

ANSWER: True

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.1-3

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Customer KEYWORDS: Bloom's: Knowledge

• A producer of educational materials wants to deliver an advertising message to an audience of teachers and

principals. In this scenario, personal selling would be the best option because this tool is appropriate for large groups of people.

• True
• False

ANSWER: False

DIFFICULTY: Moderate

LEARNING OBJECTIVES: AIBP.OGUI.15.1-3

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Bloom's: Application

• Government officials are the most conspicuous audience category in that most mass media advertising is directed at

them.

• True
• False

ANSWER: False

DIFFICULTY: Easy

LEARNING OBJECTIVES: AIBP.OGUI.15.1-3

NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Customer KEYWORDS: Bloom's: Knowledge

• Blitz, a popular kitchen appliances manufacturer, launches its new line of blenders. To promote its product, it uses

the same billboard ads across different countries around the world. This is an example of international advertising.

• True
• False

ANSWER: False

DIFFICULTY: Moderate

LEARNING OBJECTIVES: AIBP.OGUI.15.1-3

NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Bloom's: Application

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