Chapter 8 - Planning Advertising and Integrated Brand Promotion

Chapter 8 – Planning Advertising and Integrated Brand Promotion

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. An advertising plan should be a direct extension of a firm’s marketing plan.

ANS:  T                    DIF:    Easy               REF:   p. 278             OBJ:   8-1

NAT:  AACSB Analytic | CB&C Model Marketing Plan              TYP:   Comprehension

2. An advertising plan is designed to create sales strategies for the client in a process that is totally separate from the overall marketing plan.

ANS:  F                    DIF:    Moderate       REF:   p. 278             OBJ:   8-1

NAT:  AACSB Analytic | CB&C Model Strategy                         TYP:   Knowledge

3. The initial section of the ad plan should be a budgeting section that directly states what it will cost to implement this plan.

ANS:  F                    DIF:    Easy               REF:   p. 279             OBJ:   8-1

NAT:  AACSB Analytic | CB&C Model Marketing Plan              TYP:   Knowledge

4. The situation analysis of an advertising plan includes historical context as well as evaluation of the industry, the market, and the competition.

ANS:  T                    DIF:    Moderate       REF:   p. 279             OBJ:   8-1

NAT:  AACSB Analytic | CB&C Model Marketing Plan              TYP:   Knowledge

5. Years spent in marketing or advertising often turn an individual’s cultural values into a type of inner comfort zone that zeros in on cultural nuances, thinks globally, and fights ethnocentrism.

ANS:  F                    DIF:    Moderate       REF:   p. 280             OBJ:   8-1

NAT:  AACSB Diversity | CB&C Model Promotion                    TYP:   Comprehension