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MARKETING 353 - Advertising And Promotion - CSU Fullerton Study Resources
  • 30 Pages Chapter_6--Business-Level_S
    Chapter_6--Business-Level_S

    School: CSU Fullerton

    Course: Advertising And Promotion

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  • 27 Pages Chapter_7--Strategy_and_Tec
    Chapter_7--Strategy_and_Tec

    School: CSU Fullerton

    Course: Advertising And Promotion

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  • 29 Pages Chapter_8--Strategy_in_the_
    Chapter_8--Strategy_in_the_

    School: CSU Fullerton

    Course: Advertising And Promotion

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  • 22 Pages Chap004
    Chap004

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 04 - Perspectives on Consumer Behavior 1. (p. 110) Consumer behavior is defined as: A. a process of conspicuous consumption. B. the process people engage in when searching for, selecting, and using products and services they need. C. the act of ph

  • 50 Pages Chap019
    Chap019

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 19 - International Advertising and Promotion Chapter 19 International Advertising and Promotion Answer Key True / False Questions 1. (p. 641) International markets are important to small and mid-size companies as well as large multinational corpor

  • 22 Pages Chap003
    Chap003

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 03 - Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations 1. (p. 69) _ are the major participants in the integrated marketing communications process. A. Advertising agencies and new prod

  • 50 Pages Chap020
    Chap020

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 20 - Regulation of Advertising and Promotion Chapter 20 Regulation of Advertising and Promotion Answer Key Multiple Choice Questions 1. (p. 684) Advertisers are often supportive of voluntary self-regulation because: A. self-regulation is viewed as

  • 19 Pages ch03
    ch03

    School: CSU Fullerton

    Course: Advertising And Promotion

    ch03 Student: _ 1. _ are the major participants in the integrated marketing communications process. A. Advertising agencies and new product development firms B. Advertisers and media organizations C. Media organizations and marketing information systems D

  • 55 Pages Chap011
    Chap011

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 11 - Evaluation of Media: Television and Radio Chapter 11 Evaluation of Media: Television and Radio Answer Key Multiple Choice Questions 1. (p. 365) Advertisers who want the ability to demonstrate how their product operates and actually show its u

  • 23 Pages Chap005
    Chap005

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 05 - The Communication Process 1. (p. 145) The basic function of all of the elements of the integrated communications program is to: A. communicate with a firm's target audience. B. convince customers to make a purchase immediately. C. convince cu

  • 52 Pages Chap009
    Chap009

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 09 - Creative Strategy: Implementation and Evaluation Chapter 09 Creative Strategy: Implementation and Evaluation Answer Key Multiple Choice Questions 1. (p. 293) The agency that developed the Jack-in-the-Box' fast-food restaurants ads created a n

  • 24 Pages Chap006
    Chap006

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 06 - Source, Message, and Channel Factors 1. (p. 179) The _ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process. A. dissonance/attributi

  • 51 Pages Chap021
    Chap021

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 21 - Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Chapter 21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Answer Key Multiple Choice Questions 1. (p. 731) _ are moral princi

  • 47 Pages Chap017
    Chap017

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 17 - Public Relations, Publicity, and Corporate Advertising Chapter 17 Public Relations, Publicity, and Corporate Advertising Answer Key True / False Questions 1. (p. 572) Publicity, public relations, and corporate advertising all are integral par

  • 52 Pages Chap010
    Chap010

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 10 - Media Planning and Strategy Chapter 10 Media Planning and Strategy Answer Key Multiple Choice Questions 1. (p. 328) The primary objective of _ is to develop a framework that will deliver the message to the target audience in the most efficien

  • 19 Pages ch19
    ch19

    School: CSU Fullerton

    Course: Advertising And Promotion

    ch19 Student: _ 1. International markets are important to small and mid-size companies as well as large multinational corporations. True False 2. Demographic data can provide insight into the living standards and lifestyles in a particular country to help

  • 20 Pages ch11
    ch11

    School: CSU Fullerton

    Course: Advertising And Promotion

    ch11 Student: _ 1. Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose: A. radio. B. television. C. direct mail. D. magazines. E. newspapers. 2. Television is a popular advertising

  • 20 Pages ch07
    ch07

    School: CSU Fullerton

    Course: Advertising And Promotion

    ch07 Student: _ 1. Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company's advertising and promotional program is to: A. position the company and its bran

  • 18 Pages ch18
    ch18

    School: CSU Fullerton

    Course: Advertising And Promotion

    ch18 Student: _ 1. Measuring the effects of advertising does not just save money but it helps the firm maximize its investment. True False 2. One of the main reasons marketers do not measure the effectiveness of promotional activities is the loss of first

  • 21 Pages Chap002
    Chap002

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 02 - The Role of IMC in the Marketing Process 1. (p. 42) According to the marketing and promotions process model, the marketing process begins with the: A. development of the marketing mix. B. development of a marketing strategy and analysis. C. d

  • 21 Pages Chap007
    Chap007

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 07 - Establishing Objectives and Budgeting for the Promotional Program 1. (p. 216) Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company's adverti

  • 47 Pages Chap015
    Chap015

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 15 - The Internet and Interactive Media Chapter 15 The Internet and Interactive Media Answer Key True / False Questions 1. (p. 495-496) Like the other media, which are essentially unidirectional, the Internet also provides only for one way flow of

  • 56 Pages Chap012
    Chap012

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 12 - Evaluation of Print Media Chapter 12 Evaluation of Print Media Answer Key Multiple Choice Questions 1. (p. 406) Which of the following statements about newspapers and magazines as advertising media vehicles is true? A. Newspapers are exclusiv

  • 49 Pages Chap018
    Chap018

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 18 - Measuring the Effectiveness of the Promotional Program Chapter 18 Measuring the Effectiveness of the Promotional Program Answer Key True / False Questions 1. (p. 603) Measuring the effects of advertising does not just save money but it helps

  • 19 Pages ch10
    ch10

    School: CSU Fullerton

    Course: Advertising And Promotion

    ch10 Student: _ 1. The primary objective of _ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible. A. media planning B. market segmentation C. target marketing D. organization

  • 19 Pages ch21
    ch21

    School: CSU Fullerton

    Course: Advertising And Promotion

    ch21 Student: _ 1. _ are moral principles and values that govern the actions and decisions of an individual or group. A. Regulations B. Guidelines C. Policies D. Ethics E. Norms 2. Which of the following statements of the relationship between law and ethi

  • 48 Pages Chap014
    Chap014

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 14 - Direct Marketing Chapter 14 Direct Marketing Answer Key True / False Questions 1. (p. 474) Direct marketing is synonymous to direct-marketing media. FALSE Direct marketing uses a set of direct-response media, including direct mail, telemarket

  • 53 Pages Chap008
    Chap008

    School: CSU Fullerton

    Course: Advertising And Promotion

    Chapter 08 - Creative Strategy: Planning and Development Chapter 08 Creative Strategy: Planning and Development Answer Key Multiple Choice Questions 1. (p. 259) In the development of an advertising campaign or message, creative _ involves determining what

  • 21 Pages ch06
    ch06

    School: CSU Fullerton

    Course: Advertising And Promotion

    ch06 Student: _ 1. The _ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process. A. dissonance/attribution model B. persuasion matrix C. AIDA model

  • 17 Pages ch17
    ch17

    School: CSU Fullerton

    Course: Advertising And Promotion

    ch17 Student: _ 1. Publicity, public relations, and corporate advertising all are integral parts of the overall promotional effort. True False 2. Public relations is limited to business management. True False 3. The new role of public relations (PR) is mo

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