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

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

Chapter 2 – The Structure of the Advertising Industry: Advertisers, Agencies, Media Companies, and Support Organizations

TRUE/FALSE

1.While many facets of advertising have undergone a great deal of change since the early days of advertising, the essence of the creative process has remained constant.

ANS: T DIF: Easy REF: p. 44 OBJ: 2-1

TYP: Knowledge

2.In the 1990s, full-service agencies acquired and merged with other full-service agencies and interactive shops. One such merger sequence began when Leo Burnett (the long-standing Chicago-based full-service agency) merged with the MacManus group to create a $1.7 billion-a-year agency known as Omnicom.

ANS: F DIF: Moderate REF: p. 45 OBJ: 2-1

TYP:Comprehension

3.The increased number of cable television stations, new direct marketing technology, Web options, and alternative new media has caused a consolidation of media options.

ANS: F DIF: Moderate REF: p. 46 OBJ: 2-1

TYP:Comprehension

4.Advertisers are looking to the full complement of promotional opportunities in sales promotions, event sponsorships, new media options, and public relations instead of the primary advertising efforts of brands.

ANS: F DIF: Moderate REF: p. 47 OBJ: 2-1

TYP:Comprehension

5.Media clutter, once a major problem of the mass media, has intensified as a barrier to quality advertising messages because of the introduction of new technologies and their contribution to an increased number of messages.

ANS: T DIF: Difficult REF: p. 46-47 OBJ: 2-1

TYP:Comprehension

6.Given the backlash against advertising that clutter can cause, advertisers and their agencies are spending more money for longer messages as the best way to communicate with consumers.

ANS: F DIF: Easy REF: p. 47 OBJ: 2-1

TYP:Comprehension

7.While the amount spent on advertising across the world has increased, it has actually decreased in the United States. This has caused agencies in the United States to look overseas for growth possibilities.

ANS: F DIF: Difficult REF: p. 50 OBJ: 2-2

TYP: Application

8.Spending on all forms of advertising and promotion has not yet reached 250 billion dollars.

ANS: F DIF: Difficult REF: p. 50-51 OBJ: 2-2

TYP:Comprehension

9.Different types of advertisers each use advertising somewhat differently, depending on how big their budgets are.

ANS: F DIF: Moderate REF: p. 52 OBJ: 2-3

TYP:Comprehension

10.Manufacturers, service firms, governments, social organizations and agencies all participate in the advertising process in one way or another.

ANS: T DIF: Moderate REF: p. 53-55 OBJ: 2-3

TYP:Comprehension

11.Howard Davis, retired CEO of the full-service advertising agency Tracy-Locke, refers to the creative process in the industry as the “art of the brand”.

ANS: F DIF: Difficult REF: p. 63 OBJ: 2-3

TYP: Application

12.Most large agencies, such as Omnicom, Chiat/Day, and Fallon McElligott, set up their own interactive media groups years ago in response to client demands that the Internet media option be included in nearly every IBP plan.

ANS: T DIF: Difficult REF: p. 64 OBJ: 2-3

TYP: Application

13.Advertising by social organizations at the national level is common but not at state and local levels.

ANS: F DIF: Moderate REF: p. 54 OBJ: 2-3

TYP:Comprehension

14.The reason GAP, Calvin Klein, and Revlon rely on advertising agencies is that agencies house a collection of professionals with very specialized talent, experience, and expertise that simply cannot be matched by their in-house talent.

ANS: F DIF: Moderate REF: p. 58 OBJ: 2-3

TYP: Application

15.Unilever decided to turn over its $575 million media-buying and planning tasks to MindShare Worldwide, an ad agency which now creates its ads.

ANS: F DIF: Moderate REF: p. 59 OBJ: 2-3

TYP: Application

The “Test Bank for Advertising and Integrated Brand Promotion, International Edition, 5th Edition” by Thomas O’Guinn is a comprehensive educational resource designed to complement the international edition of the textbook on advertising and brand promotion. This test bank provides a robust collection of exam questions aimed at assessing students’ understanding of key concepts and strategies in advertising and integrated brand promotion.

Key Features and Content of the Test Bank:

1. Diverse Question Types:
   • The test bank features multiple-choice, true/false, short answer, and essay questions. This range allows instructors to evaluate various levels of student understanding, from basic recall of information to complex analysis and application of advertising and brand promotion concepts.
2. Alignment with Textbook Content:
   • Questions are closely aligned with the chapters of the textbook, covering essential topics such as advertising strategy, brand management, media planning, consumer behavior, creative strategies, and integrated brand promotion. This ensures that assessments accurately reflect the material covered in the textbook.
3. Focus on Integrated Brand Promotion:
   • The test bank emphasizes the integration of various promotional tools and strategies to build and manage strong brands. Questions explore how advertising, public relations, sales promotion, and digital marketing can work together to create a cohesive brand message and enhance brand equity.
4. Application of Concepts:
   • Many questions require students to apply theoretical concepts to practical scenarios, such as developing an integrated brand promotion plan, evaluating the effectiveness of a brand campaign, or analyzing market trends and their impact on brand strategy.
5. International Perspective:
   • Reflecting the international edition’s focus, the test bank includes questions that address global advertising and brand promotion practices. This includes considerations of international marketing challenges, cultural differences, and the adaptation of promotional strategies for diverse global markets.
6. Difficulty Levels:
   • Questions are organized by difficulty, enabling instructors to create assessments that range from basic knowledge checks to more complex problem-solving and critical thinking tasks. This helps in tailoring exams to the appropriate level for the course and students’ understanding.
7. Instructor Flexibility:
   • The test bank is designed for flexibility, allowing instructors to select and modify questions to fit their specific course objectives and teaching goals. This customization makes it easier to create assessments that align with course requirements and learning outcomes.
8. Focus on Current Trends:
   • The test bank includes questions on contemporary trends in advertising and brand promotion, such as the impact of digital media, social media marketing, content marketing, and the integration of traditional and digital marketing efforts.

Benefits of Using the Test Bank:

• Efficiency: Provides a ready-made collection of questions, saving instructors time in preparing quizzes, exams, and other assessments.
• Comprehensive Coverage: Covers a wide range of topics and question types, allowing for a thorough evaluation of students’ understanding of advertising and integrated brand promotion concepts.
• Global Relevance: Ensures that assessments are aligned with international advertising practices, making them suitable for global marketing courses.

Conclusion:

The “Test Bank for Advertising and Integrated Brand Promotion, International Edition, 5th Edition” by Thomas O’Guinn is an invaluable resource for instructors teaching courses on advertising and brand promotion. It offers a comprehensive set of questions that align with the textbook’s content, providing effective tools for assessing students’ knowledge and application of advertising and integrated brand promotion principles. This test bank supports effective teaching and learning in the dynamic field of brand management and promotional strategies.