Media planning is where an otherwise comfortable advertising student suddenly meets arithmetic. Advertising and Integrated Brand Promotion, 8th Edition by Thomas O’Guinn asks you to compare vehicles on cost per thousand, set reach and frequency goals against a budget, and judge whether a continuous, flighted or pulsing schedule fits a seasonal brand. None of the calculations are difficult, but they are unforgiving: a formula recalled the wrong way round produces a confident, wrong answer that the multiple-choice options are usually designed to catch.
Why this test bank helps
A correct figure on its own does not tell you whether your method was sound. The rationale under each item here works the calculation through and names the trap in the distractors — the inverted ratio, the missing division by a thousand, the misplaced decimal. On the conceptual questions the same rationale identifies the distinction being tested, so the digital, social and measurement chapters stop blurring into one another as the exam approaches.
What’s inside
- Chapter-by-chapter questions across the advertising process, planning, creative, media and promotion sections.
- Multiple choice, true/false and short calculation items covering media costs, schedules and audience measures.
- A written rationale under every question, including the worked reasoning behind each numeric answer.
- Strong coverage of digital, social and mobile advertising and of campaign measurement.
- One organized PDF, available to download as soon as checkout completes.
Topics covered
- Media planning fundamentals — reach, frequency, gross rating points, cost per thousand and effective frequency.
- Media scheduling and buying — continuous, flighted and pulsing patterns, negotiation and audience measurement sources.
- Digital, social and mobile advertising — search and display, behavioral targeting, social platforms, apps and privacy constraints.
- Creative message strategy — the creative brief, message themes, copywriting, art direction and production choices.
- Consumer behavior and targeting — involvement, attitudes, segmentation bases and positioning decisions.
- Sales promotion and point of purchase — consumer incentives, trade support, displays and packaging influence at the shelf.
- Sponsorship, placement and public relations — event marketing, branded content, influencer partnerships and publicity.
- Evaluation and regulation — copy testing, campaign results measurement, deception rules and self-regulatory review.
Who it’s for
Students taking advertising or integrated brand promotion from this edition, particularly those heading into a media planning elective or an agency internship where the cost and audience measures are used daily.
How to use it (the right way)
Work the chapter examples with a calculator before attempting the questions, and write each formula out once in your own notation. Then take a closed-book block, and for any numeric item you missed, redo it from the formula rather than reading the answer. This is a study aid. Use it in line with your institution’s academic-integrity policy, as preparation and self-testing, and never as material taken into a graded assessment.
Sample question (shows the format — your download contains the full set)
Q. A magazine charges $24,000 for a full-page color advertisement and reports a circulation of 800,000. What is the cost per thousand for this vehicle?
- A. $0.03
- B. $30.00
- C. $33.33
- D. $300.00
Answer: B. Cost per thousand is the space cost divided by the audience in thousands, so 24,000 ÷ 800 = 30. Option A divides cost by the full circulation and gives cost per single reader. Option C inverts the ratio and reports readers per dollar. Option D is a decimal error of one place, which is the usual slip when the circulation is not converted to thousands first.
Edition & format
- Matches: Advertising and Integrated Brand Promotion, 8th Edition, by Thomas O’Guinn.
- Format: Digital PDF, delivered instantly after checkout.
- Access: Lifetime — re-download from your account whenever you need it.
Chapter numbering, data and examples move between editions. Please confirm the edition and ISBN above match the book your course assigned before you buy.
Frequently asked questions
Is this the current edition? This set is prepared against the 8th Edition specifically. The 7th and 9th Editions differ in chapter order and digital coverage, so match the edition on your syllabus.
How do I receive it? The download appears on your order confirmation page and in your account as soon as checkout completes. Nothing is shipped and there is no waiting period.
Do all the questions include rationales? Yes. Every item carries a written explanation of the reasoning behind the answer, which is the part that turns checking into studying.
Is using a test bank allowed? As a study aid it works like any other practice resource. Follow your institution’s academic-integrity policy, and never take the material into a graded assessment.
More titles for this course are in Marketing Test Banks.
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