Test Bank For Advertising and Integrated Brand Promotion 8th Edition By Thomas O’Guinn

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ISBN-13: 978-1337110211 ISBN-10: 1337110213

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Test Bank For Advertising and Integrated Brand Promotion 8th Edition By Thomas O’Guinn

Table of Contents
Part I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
1. The World of Advertising and IBP.
2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations.
3. The History of Advertising and Brand Promotion.
4. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.
Part II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.
5. Advertising, Integrated Brand Promotion, and Consumer Behavior.
6. Market Segmentation, Positioning, and the Value Proposition.
7. Advertising Research.
8. Planning Advertising and Integrated Brand Promotion.
Part III: THE CREATIVE PROCESS.
9. Managing Creativity in Advertising and IBP.
10. Creative Message Strategy.
11. Executing the Creative.
Part IV: THE MEDIA PROCESS.
12. Media Planning Essentials.
13. Media Planning: Newspapers, Magazines, Television, and Radio.
14. Media Planning: Advertising and IBP in Digital, Social, & Mobile Media.
Part V: INTEGRATED BRAND PROMOTION.
15. Sales Promotion, Point-of-Purchase Advertising, and Support Media.
16. Event Sponsorship, Product Placements, and Branded Entertainment.
17. Integrating Direct Marketing and Personal Selling.
18. Public Relations, Influencer Marketing, and Corporate Advertising.
Ch_02__The_Structure_of_the_Advertising_and_Promotion_Industry__Advertisers__Agencies__Media__and_Support_Organizations_8e

1. Media conglomeration broadly concerns how there used to be a few main players in the media business but now many more channels and other forms of media are emerging.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Easy

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Marketing Plan

KEYWORDS:   Bloom’s: Knowledge

DATE CREATED:   12/7/2017 1:47 PM

DATE MODIFIED:   12/7/2017 1:47 PM

2. Social media is an example of the explosion of new media in recent years.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Easy

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Marketing Plan

KEYWORDS:   Bloom’s: Knowledge

DATE CREATED:   12/7/2017 1:49 PM

DATE MODIFIED:   12/7/2017 1:49 PM

3. The old-style power struggles in the advertising industry were mild compared to the 21st-century power struggle going on in the industry now; consumers are tired of ads on every screen, so industry needs to adapt successfully to the new technologies that consumers are willing or even eager to use.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Easy

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Technology

STATE STANDARDS:   United States – OH – DISC: Online/Computer

KEYWORDS:   Bloom’s: Knowledge

DATE CREATED:   12/7/2017 1:51 PM

DATE MODIFIED:   12/7/2017 1:51 PM

4. Blogs have emerged as sophisticated sources of brand and product information and can synergize with social media.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Easy

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Technology

STATE STANDARDS:   United States – OH – DISC: Online/Computer

KEYWORDS:   Bloom’s: Knowledge

DATE CREATED:   12/7/2017 1:54 PM

DATE MODIFIED:   12/7/2017 1:54 PM

5. 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, such as through mobile or social media or digital content.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Moderate

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Strategy

KEYWORDS:   Bloom’s: Comprehension

DATE CREATED:   12/7/2017 1:55 PM

DATE MODIFIED:   12/7/2017 1:55 PM

6. From Facebook to Twitter to Snapchat, consumers are seeking out information environments where they control their exposure to information rather than an advertiser or media company being back in control.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Moderate

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Marketing Plan

KEYWORDS:   Bloom’s: Comprehension

DATE CREATED:   12/7/2017 1:57 PM

DATE MODIFIED:   12/7/2017 1:57 PM

7. The idea behind crowdsourcing, which happens to be very synergistic with social media, is to prevent ideas about a new brand from becoming public to consumers.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Moderate

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Technology

STATE STANDARDS:   United States – OH – DISC: Strategy

KEYWORDS:   Bloom’s: Comprehension

DATE CREATED:   12/7/2017 1:59 PM

DATE MODIFIED:   12/7/2017 1:59 PM

8. The goal of creating persuasive communication is to attract attention and develop preference for a brand. This can be done well with integrated brand promotion via both digital and traditional marketing communications tools.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Moderate

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-1

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Promotion

KEYWORDS:   Bloom’s: Comprehension

DATE CREATED:   12/7/2017 2:02 PM

DATE MODIFIED:   12/7/2017 2:02 PM

9. Proctor & Gamble, a major company, can reach 70-80 million Facebook users through careful targeting.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Easy

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Marketing Plan

KEYWORDS:   Bloom’s: Knowledge

DATE CREATED:   12/7/2017 2:04 PM

DATE MODIFIED:   12/7/2017 2:04 PM

10. Advertisers include business organizations, but exclude not-for-profit organizations.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Moderate

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Marketing Plan

KEYWORDS:   Bloom’s: Comprehension

DATE CREATED:   12/7/2017 2:06 PM

DATE MODIFIED:   12/7/2017 2:07 PM

11. Trade resellers of consumer products and services are the most prominent users of advertising and promotion.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Easy

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Promotion

KEYWORDS:   Bloom’s: Knowledge

DATE CREATED:   12/7/2017 2:09 PM

DATE MODIFIED:   12/7/2017 2:09 PM

12. Retailers that sell in national or global markets are the most visible reseller advertisers and promotion users.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Easy

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Marketing Plan

KEYWORDS:   Bloom’s: Knowledge

DATE CREATED:   12/7/2017 2:12 PM

DATE MODIFIED:   12/7/2017 2:12 PM

13. At the local level, small retail shops deal only with household customers.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Moderate

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Promotion

KEYWORDS:   Bloom’s: Comprehension

DATE CREATED:   12/7/2017 2:32 PM

DATE MODIFIED:   12/7/2017 2:33 PM

14. It is common for social organizations to advertise at the national, state, and local levels.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Easy

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Promotion

KEYWORDS:   Bloom’s: Knowledge

DATE CREATED:   12/7/2017 2:34 PM

DATE MODIFIED:   12/7/2017 2:34 PM

15. The advertising used by social organizations has a fundamentally different purpose compared to the advertising carried out by major multinational corporations.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Moderate

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-2

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Promotion

KEYWORDS:   Bloom’s: Comprehension

DATE CREATED:   12/7/2017 2:38 PM

DATE MODIFIED:   12/7/2017 2:38 PM

16. No matter what changes, the brand and its differentiation still need to be highlighted with persuasive communications.

  a.  True

  b.  False

ANSWER:   False

POINTS:   1

DIFFICULTY:   Moderate

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Reflective

STATE STANDARDS:   United States – OH – DISC: Promotion

KEYWORDS:   Bloom’s: Application

DATE CREATED:   12/7/2017 11:22 PM

DATE MODIFIED:   12/7/2017 11:23 PM

17. A creative boutique’s greatest advantage is its niche expertise.

  a.  True

  b.  False

ANSWER:   True

POINTS:   1

DIFFICULTY:   Moderate

QUESTION TYPE:   True / False

HAS VARIABLES:   False

LEARNING OBJECTIVES:   AIBP.OGUI.19.2-3

NATIONAL STANDARDS:   United States – BUSPROG: Analytic

STATE STANDARDS:   United States – OH – DISC: Strategy

KEYWORDS:   Bloom’s: Comprehension

DATE CREATED:   12/7/2017 11:24 PM

DATE MODIFIED:   12/7/2017 11:24 PM

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