Advertising is an integral part of our modern, media-dominated society. While many of us have a love-hate relationship with the industry, advertising can be wonderfully entertaining. However, is advertising a necessary evil? Does it make meaningful contributions to our society?

With the incredible growth of social media, now is a particularly exciting time to explore the fascinating world of advertising.

The purpose of this course is to lead students in an exploration of fundamental advertising principles and the role advertising plays in the promotional mix. You will learn where advertising fits in the Marketing Mix, also known as the four Ps: Product, Price, Place, and Promotion. Although some consider all promotion synonymous with advertising, you will learn the unique characteristics that separate advertising from other forms of promotional communication. You will revisit some familiar marketing concepts within a new framework, approaching the subject from the advertiser?s perspective.

Quiz PDF eBook: 
Advertising & Promotion BUS210
Download Advertising & Promotion Quiz PDF eBook
200 Pages
2014
English US
Educational Materials



Sample Questions from the Advertising & Promotion BUS210 Quiz

Question: A company with little or no brand recognition has decided to use direct response marketing. Which media outlet will provide them with the best ROI?

Choices:

Banner advertising

Print media

Social Media

Email marketing

None of the above

Question: Coach sells ladies handbags, wallets, and other accessories. These products are expensive and well-made. When Coach advertises its products as luxurious, sophisticated, and elegant, which characteristic of a branding strategy is the company using?

Choices:

Personality

Accountability

Consistency

Differentiation

Brand equity

Question: Before industrialization, products were sold generically. Chocolate was chocolate, butter was butter, and so on. Mass production made it possible to produce many products, resulting in branding, which eliminated the idea of generic products. However, some products have benefited from the consumer use of a generic. Which of the following brands' strategy has produced this result? How so?

Choices:

Verizon, because everyone knows they sell phones and phone service.

Nike, because they are known for athletic shoes

Kleenex, because that is what people say when they want a tissue

Bic, because they are known for writing implements

General Motors because that is how people relate to the automobile industry

Question: What is the importance of a value proposition?

Choices:

It shows that your brand is on par with other products in your product category.

A value proposition is not a necessary marketing tool.

It demonstrates your product's benefits relative to the competition.

It showcases your product's price point.

It reports on your product's annual sales levels.

Question: According to your Launch! textbook, "…a branding strategy creates a clear picture of the values your product or service represents." Coca-Cola is a strong American brand that creates value to the consumer by providing a lifestyle product. Yet, when Coca-Cola introduced New Coke in 1985, it was a colossal failure. The product was removed from the shelves within 3 months. What significant strategic mistake did the Coca-Cola company make?

Choices:

The company did not change the product's packaging to match the new product's image.

The new brand was too similar to Pepsi's products.

The company did not understand the relationship consumers had with the product and what the brand meant to consumers.

The company's new advertising campaign did not effectively communicate the new product's attributes.

The company was unable to obtain enough shelf space in stores. Retailers did not want to remove the very profitable original Coke product.

Question: When advertising is used to introduce a product and educate the consumer about its features, at which stage is this product?

Choices:

Competitive stage

Pioneering stage

Inner brand stage

Retentive stage

None of the above

Question: When communicating your company's value proposition, the focus should be on which of the following?

Choices:

Company sales figures

Marketing activities

Elimination of the competition

What is important to your customers

None of the above

Question: Research has shown that the most lucrative target market for your plumbing and carpentry products are professional contractors whose businesses are located in suburban and rural communities. This represents new information, because past sales have come mostly from urban do-it-your-selfers. You are planning your advertising strategy for next year and want to use the most cost effective advertising media for your plan. Which advertising medium should you include in your plan?

Choices:

Email marketing

Radio advertising

Print advertising

Outdoor billboards

All of the above

Question: Many companies plan a branding strategy that will create a "barrier to entry." What benefit does this provide for your brand?

Choices:

Other companies cannot launch a similar item in your product category.

Your product has such a strong image that new entries in the marketplace will find it difficult to take your customers away from you.

New companies cannot gain market share.

You are able to steal customers away from your competition.

All of the above

Question: Jim Thorpe was known as one of the greatest athletes of the 20th century. He played professional baseball and football, and he won several Olympic gold medals. Why would a small town in Pennsylvania change its name (they actually purchased the rights to use it!) to Jim Thorpe, PA?

Choices:

Because they wanted to honor Mr. Thorpe's memory

Because it is a good strategy to name a location after a famous athlete

Because the strategy of branding places has proven to be effective and has shown to produce positive results in generating awareness and increasing business in that locale

Because many sports are popular in the town

None of the above

Question: What is the purpose of branding?

Choices:

To ensure a trademark for your company

To use your organization's creative department

To look similar to your competition

To distinguish your brand from other products in the marketplace

None of the above

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Source:  Charles Jumper and Melinda Salzer. Advertising & Promotion (The Saylor Academy 2014), http://www.saylor.org/courses/bus306/
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