Advertising and Integrated Brand Promotion 7th Edition By OGuinn - Test Bank

1. Media fragmentation is a big plus for consumers but a disadvantage for advertisers and agencies. a. True

b. False

ANSWER:                             True

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States - BUSPROG: Analytic

STATE STANDARDS:           United States - Ohio - DISC: Marketing Plan

KEYWORDS:                       Bloom's: Knowledge

2. The underlying role and purpose of advertising and promotion has changed drastically and will continue to change. a. True

b. False

ANSWER:                             False DIFFICULTY:     Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

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

3. Despite the explosion of new media in recent years, today’s media options have reduced from those available

during the past decades. a. True

b. False

ANSWER:                             False

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States - BUSPROG: Analytic

STATE STANDARDS:           United States - Ohio - DISC: Marketing Plan

KEYWORDS:                       Bloom's: Knowledge

4. The simplest example of Web 2.0 is when consumers log on to the Internet and visit sites they choose to visit for either information or shopping.

a. True

b. False

ANSWER:                             True

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States - BUSPROG: Technology STATE STANDARDS:   United States - Ohio - DISC: Online/Computer KEYWORDS:           Bloom's: Knowledge

5. Blogs have emerged as sophisticated sources of brand and product information. a. True

b. False

ANSWER:                             True

DIFFICULTY:                      Easy

LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States - BUSPROG: Technology STATE STANDARDS:   United States - Ohio - DISC: Online/Computer KEYWORDS:           Bloom's: Knowledge

6. Due to the backlash against advertising that clutter can cause, advertisers are integrating more tools within the overall promotional effort to reach more consumers in different ways.

a. True

b. False

ANSWER:                             True DIFFICULTY:     Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States - BUSPROG: Analytic STATE STANDARDS:        United States - Ohio - DISC: Strategy KEYWORDS: Bloom's: Comprehension

7. Advertisers focusing on integrating more tools into promotional efforts has resulted in an enhanced role of traditional media.

a. True

b. False

ANSWER:                             False DIFFICULTY:     Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States - BUSPROG: Analytic

STATE STANDARDS:           United States - Ohio - DISC: Marketing Plan

KEYWORDS:                       Bloom's: Comprehension

8. The idea behind crowdsourcing is to prevent ideas about a new brand from becoming public to consumers. a. True

b. False

ANSWER:                             False DIFFICULTY:     Moderate LEARNING OBJECTIVES:  AIBP.OGUI.15.2-1

NATIONAL STANDARDS:   United States - BUSPROG: Technology STATE STANDARDS:   United States - Ohio - DISC: Strategy KEYWORDS:            Bloom's: Comprehension