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Advertising and Integrated Brand Promotion 7th Edition By OGuinn - Test Bank
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1. When the Western world turned to capitalism as the foundation of an economic system, the foundation was also laid for advertising. a. True b. False ANSWER: True DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.3-1 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDAR...

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  • August 27, 2023
  • 671
  • 2022/2023
  • Exam (elaborations)
  • Questions & answers

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,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

,5. 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.
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: Promotion
KEYWORDS: Bloom's: Application

6. 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.
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: Marketing Plan
KEYWORDS: Bloom's: Application

7. 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.
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: Promotion
KEYWORDS: Bloom's: Application

, 8. 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.
a. True
b. 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

9. Integrated brand promotion (IBP) tools include various types of advertising, but does not include traditional
advertising forms.
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: Promotion
KEYWORDS: Bloom's: Knowledge

10. An advertisement refers to a specific message that an organization has created to persuade an audience.
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

11. Mass-mediated communication has three major components: production, accommodation, and distribution.
a. True
b. 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
KEYWORDS: Bloom's: Knowledge

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