Test Bank For Advertising And Integrated Brand Promotion, 7th Edition

Name: Test Bank For Advertising And Integrated Brand Promotion, 7th Edition
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Author: Evelyn Morris

Test Bank For Advertising And Integrated Brand Promotion, 7th Edition prepares you for success with a mix of theoretical knowledge, problem-solving techniques, and exam strategies.

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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

KEYWORDS: Bloom's: Knowledge
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

12. A target audience is a particular group of consumers singled out by an organization for an advertising or IBP
campaign.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-3
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Customer
KEYWORDS: Bloom's: Knowledge
13. A producer of educational materials wants to deliver an advertising message to an audience of teachers and
principals. In this scenario, personal selling would be the best option because this tool is appropriate for large
groups of people.
a. True
b. False
ANSWER: False
DIFFICULTY: Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-3
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Application
14. Government officials are the most conspicuous audience category in that most mass media advertising is directed at
them.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-3
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Customer
KEYWORDS: Bloom's: Knowledge
15. Blitz, a popular kitchen appliances manufacturer, launches its new line of blenders. To promote its product, it uses
the same billboard ads across different countries around the world. This is an example of international advertising.
a. True
b. False
ANSWER: False
DIFFICULTY: Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-3
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Application

KEYWORDS: Bloom's: Knowledge
16. Harry's World is a department store that operates in three different states in the country of Rhodia. Harry's World
advertises its stores only in these three states. This is an example of regional advertising.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-3
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Application
17. The marketing mix involves four areas of responsibility—conceiving, pricing, promoting, and distributing—involved
in the promotion of goods, services, or ideas.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
18. Advertising is only one area of the marketing mix, and it represents only one of the many different integrated brand
promotion tools used in the marketing mix.
a. True
b. False
ANSWER: True DIFFICULTY:
Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
KEYWORDS: Bloom's: Comprehension
19. A brand variant is created when a company adapts and expands its current brand into a new product area.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Product

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20. Brand equity occurs over a short period of time.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
21. Consumers’ perceptions can be based on tangible differences or on image and style factors.
a. True
b. False
ANSWER: True DIFFICULTY:
Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Customer
KEYWORDS: Bloom's: Comprehension
22. The essential task for advertising is to develop a message that is different and unmistakably linked to a company’s
brand.
a. True
b. False
ANSWER: True DIFFICULTY:
Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Comprehension
23. Cuddles, a baby's retail clothing brand, uses the softest cotton wool that enables its products to stand out from those
of its competitors. Cuddles has used external positioning to stand out over its competitors.
a. True
b. False
ANSWER: True DIFFICULTY:
Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Strategy
KEYWORDS: Bloom's: Application

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24. The marketing process is designed to generate revenue for the firm.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Strategy
KEYWORDS: Bloom's: Knowledge
25. When an organization creates large-scale demand for its brand, the quantity of product produced is increased which
leads to higher unit production costs.
a. True
b. False
ANSWER: False
DIFFICULTY: Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Strategy
KEYWORDS: Bloom's: Comprehension
26. Primary demand stimulation is likely to have an impact only on those products that have been in the market for a
long time.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Strategy
KEYWORDS: Bloom's: Knowledge
27. A late-night television commercial for kitchen appliances urges viewers to respond to the ad. It states, “Call this
toll-free number in the next 30 minutes to receive a free cutting board” and assures them that “Operators are on
duty.” This is an example of direct response advertising.
a. True
b. False
ANSWER: True DIFFICULTY:
Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Application

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28. Delayed response advertising relies on imagery and message themes that emphasize the benefits and satisfying
characteristics of a brand.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Knowledge
29. Gross domestic product is the measure of the total value of goods and services produced by an organization.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
30. Advertising is related to the gross domestic product in that it can contribute to levels of overall consumer demand
when it helps introduce new products.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
31. When a brand is perceived by consumers as one in which the value of products is lower than its costs, the brand is
said to have brand equity.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Strategy
KEYWORDS: Bloom's: Knowledge

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32. Symbolic value differs from social meaning in that social meaning refers to what a product or services means to an
organization in a non-literal way.
a. True
b. False
ANSWER: False
DIFFICULTY: Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Product
KEYWORDS: Bloom's: Comprehension
33. Social meaning refers to what a product or service means in a societal context.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-4
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Product
KEYWORDS: Bloom's: Knowledge
34. Integrated marketing communication lays emphasis on communication, and not on the brand.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-5
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
35. To survive in today’s marketplace, contemporary businesses and organizations are strongly focusing on one single
concept—communication.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-5
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge

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36. Firms have not fully exploited all the opportunities that
smartphones or iPads.
a. broadcast media
b. mobile marketing
c. personal selling
d. print media
has to offer through communication via devices like
ANSWER: b DIFFICULTY:
Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-1
NATIONAL STANDARDS: United States - BUSPROG: Analyitc
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Comprehension
37. Which of the following is true regarding advertising?
a. Advertising is a external to the social interaction process.
b. Advertising is solely responsible for the increase of product sales.
c. Advertising plays a pivotal role in world commerce.
d. Advertising is a simple communication process.
ANSWER: c
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-1
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thin - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
38. KidsCause, a metropolitan outreach organization that collects and donates toys for needy children, buys airtime on
WXXY (a local TV station) to promote its annual toy collection. Amazing Ads, a local ad agency, shoots the video
and produces a 30-second commercial and Downtown Deli donates sandwiches for volunteers on the days that
KidsCause collects, wraps, and distributes toys. In this promotional effort, who is the client?
a. Amazing Ads
b. Downtown Deli
c. WXXY
d. KidsCause
ANSWER: d DIFFICULTY:
Challenging
LEARNING OBJECTIVES: AIBP.OGUI.15.1-1
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Application

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LEARNING OBJECTIVES:
NATIONAL STANDARDS:
STATE STANDARDS:
KEYWORDS:
AIBP.OGUI.15.1-1
United States - BUSPROG: Reflective Thinking
United States - Ohio - DISC: Promotion
Bloom's: Application
39. Public service announcements (PSAs):
a. are a type of advertising that are run by nonprofit organizations.
b. are commercial they way that ads are.
c. attempt only persuade and not to inform.
d. are not paid for like an ad.
ANSWER: d
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-1
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thin - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
KEYWORDS: Bloom's: Knowledge
40. Rachel, the mayor of Genovia, had recently appeared on a local news telecast. She stated that she should be re-
elected because she contributed to the increased rate of employment in the metropolitan area. In order for her
message to be considered as an advertisement, which of the following conditions should be met?
a. The message must be noncommercial.
b. There must be a public service announcement included.
c. The airtime must be paid for.
d. The message must involve the promotion of a product.
ANSWER: c DIFFICULTY:
Challenging
LEARNING OBJECTIVES: AIBP.OGUI.15.1-1
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Application
41. "Make love, not war" stated at the end of a radio station broadcast is an example of:
a. a mobile advertisement.
b. influencer marketing.
c. personal selling.
d. a public service announcement.
ANSWER: d
DIFFICULTY: Moderate

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KEYWORDS: Bloom's: Application
42. Which of the following is an essential criteria for communication to be considered as an advertisement?
a. The communication must be noncommercial.
b. It must be a mass-mediated attempt to persuade.
c. The message conveyed must be short.
d. It must involve face-to-face communication.
ANSWER: b 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: Comprehension
43. Based on the criteria that defines advertising, which of the following examples would be considered as advertising?
a. A candidate for city council going door-to-door urging people to vote for her
b. A car manufacturer stating the efficiency of its product to motivate customers to make a purchase
c. A public service announcement about the dangers of talking on the phone while driving
d. An actor being interviewed on television about his campaign to aid people with physical disabilities
ANSWER: b DIFFICULTY:
Challenging
LEARNING OBJECTIVES: AIBP.OGUI.15.1-1
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Application
44. YouStock, an online broker, pays for a 60-second television commercial to be telecast during the Football World
Cup. The commercial promotes the reliability of YouStock’s advice, expertise, and personal attention in assisting
online customers with stock portfolio creation and management. The spot created by YouStock is:
a. a public service announcement.
b. a point-of-purchase advertisement.
c. representative of personal selling.
d. an advertisement promoting a service.
ANSWER: d DIFFICULTY:
Challenging
LEARNING OBJECTIVES: AIBP.OGUI.15.1-1
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking
STATE STANDARDS: United States - Ohio - DISC: Strategy

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LEARNING OBJECTIVES:
NATIONAL STANDARDS:
STATE STANDARDS:
KEYWORDS:
AIBP.OGUI.15.1-1
United States - BUSPROG: Reflective Thinking
United States - Ohio - DISC: Promotion
Bloom's: Application
45. Integrated brand promotion (IBP) can be defined as:
a. the collaboration of two or more brands within a single advertisement with the intent of sharing costs.
b. the coordination of a number of promotional tools to create widespread brand exposure.
c. a company's decision to focus on a wide range of traditional advertising forms to replace nontraditional
forms.
d. a unique concept seen mainly in local advertising campaigns.
ANSWER: b
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
46. Which of the following is true of integrated brand promotion (IBP)?
a. It is a simple process.
b. It uses promotional tools that do not need to be evaluated.
c. It prevents the exposure of a brand.
d. It allow marketers to reach target customers in different ways.
ANSWER: d
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
47. Nature Fresh, a local grocery store chain, has decided to run a series of advertisements. For this to be considered
as an advertising campaign, Nature Fresh's ads must:
a. focus on store products rather than store services.
b. target a mass audience.
c. appear in print media.
d. be unpaid communication.
ANSWER: b
DIFFICULTY: Challenging

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48. The two major components of the mass-mediated communication model are:
a. primary demand and selective demand.
b. advertiser and consumer.
c. internal position and external position.
d. production and reception.
ANSWER: d
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
49. In the model of mass-mediated communication, the:
a. producers of the message control the reception of the content.
b. producers of the message control the interpretation of the content.
c. consumers interpret ads in a way that makes sense to them individually and serves their needs.
d. receiver's interpretations are invariably compatible with what the producer intended to convey.
ANSWER: c DIFFICULTY:
Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.1-2
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Customer
KEYWORDS: Bloom's: Comprehension
50. Brad and his wife, Carla are watching a commercial that they’ve never seen before. Brad thinks that the ad is
humorous. However, Carla finds the ad monotonous and uninteresting. This example illustrates that:
a. ads are interpreted differently based on a person's experiences and beliefs.
b. what a message means to any given consumer is a function an isolated solitary thinker.
c. the ad is communicated effectively to its target audience.
d. the ad contains the same meaning for all audience members.
ANSWER: a DIFFICULTY:
Challenging
LEARNING OBJECTIVES: AIBP.OGUI.15.1-2
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking
STATE STANDARDS: United States - Ohio - DISC: Customer
KEYWORDS: Bloom's: Application

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51. During the National Basketball Championship, a national sports equipment manufacturer runs an edgy, fast-paced
commercial featuring a well-known hip hop artist. A group of university students watching the ad in a fraternity
house interprets the commercial in roughly the same way. Which of the following is a reason why audience
members share a similar interpretation of the ad?
a. The backgrounds and value systems of audience members are similar.
b. The interpretation of an ad is a function of an isolated solitary thinker.
c. Ads contain a single meaning for all members of a target audience.
d. Communication is inherently an individual process and not a social process.
ANSWER: a DIFFICULTY:
Challenging
LEARNING OBJECTIVES: AIBP.OGUI.15.1-2
NATIONAL STANDARDS: United States - BUSPROG: Reflective Thinking
STATE STANDARDS: United States - Ohio - DISC: Customer
KEYWORDS: Bloom's: Application
52. A particular group of consumers that is singled out by an organization for its advertising or integrated brand
promotion campaign is called:
a. a target audience.
b. cooperative advertising.
c. a focus group
d. a sponsorship.
ANSWER: a
DIFFICULTY: Easy
LEARNING OBJECTIVES: AIBP.OGUI.15.1-3
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Customer
KEYWORDS: Bloom's: Knowledge
53. The promotional tool used most often to communicate with members of a trade channel is personal selling. Which
of the following is a reason behind this?
a. Personal selling is the most inexpensive form of communication.
b. Members of trade channels are the most conspicuous audience.
c. Members of trade channels are the target audience for producers of only household products.
d. The target audience represents a relatively small, easily identifiable group.
ANSWER: d DIFFICULTY:
Challenging
LEARNING OBJECTIVES: AIBP.OGUI.15.1-3
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Promotion
KEYWORDS: Bloom's: Application

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