Advertising and Promotion Management Final Exam Study Guide
1. Why are marketers putting so much emphasis on developing strong brands? Choose one
of the World’s 10 Most Valuable brands listed in the following: Apple, Google, Coca-Cola,
IBM, Microsoft, General Electric, McDonald’s, Samsung, Intel, and Toyota. And discuss how
the company has used integrated marketing communications to build a strong brand image
(Chapter 1).
2. Discuss the various elements of the communications process. Find an example of an
advertising campaign being used by a company and analyze this campaign in terms of these
elements of the communications process (Chapter 5).
3. Explain what is meant by creative strategy and creative tactics in advertising. Find an
example of an advertising campaign and evaluate the creative strategy and tactics used in
the ads (Chapter 8).
4. Discuss how the concept of image transfer can be used in radio advertising? Find an
example of a radio campaign that is using this concept and evaluate it (Chapter 11).
5. As the Internet continues to grow in popularity, some marketers predict that the print
catalogs will cease to exist, replaced by Internet catalogs. Others disagree. Find some of the
reasons followed by examples to explain why this situation may or may not occur (Chapter
14).
6. Explain how the Internet has changed the practice of public relations. Pick a Website as