Name: Class: Date: - Chapter 01: The World of Advertising and IBP Po...

Name: Class: Date:

Chapter 01: The World of Advertising and IBP

Powered by Cognero Page 1 Indicate whether the statement is true or false.

1.Advertising today is more diverse and more dynamic as a part of integrated brand promotion.

• True
• False

2.Integrated brand promotion is a great way to think about advertising and branding related topics.

• True
• False

3.The organization that pays for an advertisement is referred to as the agency.

• True
• False

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

• True
• False

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.

• True
• False

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.

• True
• False

7.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.

• True
• False

8.As consumers, we do not know what we like and want, so advertising does not help expose us to brands that meet our needs.

• True
• False

9.Established brands such as Cadillac, the car brand, often face the challenge of maintaining an updated market- driven image and communicating its modern image.

• True
• False

10.Promotion refers to an exact message that is created in order to persuade the receiver.

• True
• False

Advertising and Integrated Brand Promotion, 9e Angeline Scheinbaum, Thomas O'Guinn, Richard Semenik (Test Bank All Chapters, 100% Verified Original, A+ Grade) 1 / 4

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Class:

Date:

Chapter 01: The World of Advertising and IBP

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• Advertising has a consistent meaning that people agree on.
• True
• False

• A reference group is a specific group of consumers identified by an organization for an advertising or IBP campaign.
• True
• False

• Advertising is a business, but it can also be seen as an art form, a cultural phenomenon, and an institution.
• True
• False

• Although companies believe in advertising and rely heavily on it, some people have major misunderstanding

about what it is and what it does.

• True
• False

• Advertising is a mass-mediated effort to persuade, remind, or inform, which is paid for, and it is a key element of

integrated brand promotion.

• True
• False

• Integrated brand promotion is the method of using one promotional tool to create extensive brand exposure.
• True
• False

• In going through an IBP tool checklist, a brand must focus on either digital or traditional advertising, but not

both.

• True
• False

• Sponsorship, event marketing, sales promotions, public relations, and sponsored content are all examples of

advertising.

• True
• False

• A way to achieve success in marketing is with integrated brand promotion.
• True
• False

• The definition of IBP underscores that the IBP tools must work collectively to create an impression of the brand

that is both consistent and compelling.

• True
• False

• When consumers are reached by various forms of inconsistent messages, it is easier for them to understand the

brand and make a decision about using it. 2 / 4

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Chapter 01: The World of Advertising and IBP

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• True
• False

• The word “advertisement” refers to a series of coordinated messages that communicates a unified theme about a

brand.

• True
• False

• An advertising campaign refers to a precise message that has been created to persuade the receiver.
• True
• False

• IBP is the use of advertising along with other promotional tools in a coordinated way to build and also maintain

brand awareness, brand identity, and brand preference.

• True
• False

• An example of a campaign that uses integrated brand promotion is Taco Bell; they have simultaneously put out a

commercial during the Super Bowl, print advertising, in-store promotions, and a hashtag that were all focused on a new product.

• True
• False

• The marketer who does not use both advertising and IBP in order to build brand identity faces a good chance of

being ignored.

• True
• False

• Advertising is a business process, but is not a communication process.
• True
• False

• The model of mass-mediated communication can be interpreted to see that communication is fundamentally a

social process.

• True
• False

• In a model of mass communication, there is a production source, accommodation and negotiation of the message

and its intent, clutter, reception, encoding, and decoding.

• True
• False

• An ad contains a single meaning or even the same meaning for each audience member, according to the model of

mass-mediated communication.

• True
• False
• / 4

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Chapter 01: The World of Advertising and IBP

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• When individuals receive communication, such as an advertisement, they must adjust the multiple meanings they may

perceive and interpret the message based upon their own experiences and values.

• True
• False

• The model of mass-mediated communications is unidirectional, and not fluid.
• True
• False

Indicate the answer choice that best completes the statement or answers the question.

• Firms communicate over devices like smart phones and tablets to develop opportunities in:
• broadcast media.
• mobile marketing.
• personal selling.
• print media.

• Which of the following is true regarding advertising?
• Advertising is external to the social interaction process.
• Advertising is solely responsible for the increase of product sales.
• Advertising must consider audience categories for its communications.
• Advertising is a simple communication process.

• KidsCause, a metropolitan outreach organization that collects and donates toys for needy children, buys airtime on

WXXY (a local TV station) to promote its annual toy collection. Amazing Ads is hired to take the account; they shoot the video and produce a commercial and then help with media placement. In this promotional effort, who is the agency?

• Amazing Ads
• A local TV station
• WXXY
• KidsCause

36. Public service announcements (PSAs):

• are a type of advertising that are run by nonprofit organizations.
• are commercial the way that ads are.
• attempt only to persuade and not to inform.
• are not “paid media” like advertisements are.

• A politician makes a Facebook post about why voters should vote for her. In order for this message to be

considered as an advertisement, which of the following conditions should be met?

• The message must be noncommercial.
• There must be a public service announcement included.
• The airtime must be paid for.
• The message must involve the promotion of a product.

• / 4