TEST BANK
Advertising and Promotion: An Integrated
Marketing Communications Perspective
ST
George E. Belch and Michael A. Belch
UV
13th Edition
IA
?_
AP
PR
OV
ED
? ?
, TABLE OF CONTENTS
Advertising and Promotion: An Integrated Marketing Communications Perspective (13th
Edition)
ST
George E. Belch and Michael A. Belch
Chapter 1 An Introduction to Integrated Marketing Communications
UV
Chapter 2 The Role of IMC in the Marketing Process
Chapter 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and
Other Marketing Communication Organizations
Chapter 4 Perspectives on Consumer Behavior
IA
Chapter 5 The Communication Process
Chapter 6 Source, Message, and Channel Factors
?_
Chapter 7 Establishing Objectives and Budgeting for the Promotional Program
Chapter 8 Creative Strategy: Planning and Development
Chapter 9 Creative Strategy: Implementation and Evaluation
AP
Chapter 10 Media Planning and Strategy
Chapter 11 Evaluation of Media: Television and Radio
PR
Chapter 12 Evaluation of Media: Magazines and Newspapers
Chapter 13 Support Media
Chapter 14 Direct Marketing
OV
Chapter 15 The Internet: Digital and Social Media
Chapter 16 Sales Promotion
Chapter 17 Public Relations, Publicity, and Corporate Advertising
Chapter 18 Measuring the Effectiveness of the Promotional Program
ED
Chapter 19 International Advertising and Promotion
Chapter 20 Regulation of Advertising and Promotion
??
Chapter 21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and
Promotion
Chapter 22 Personal Selling
, Student name:__________
1) A consumer products company has been reviewing its advertising spending on traditional
media such as television, radio, and print. The company noticed that its competitors across
the country are spending less on traditional advertising and more on________, which
includes online search, display and video ads, and advertising on social media.
ST
A) online advertising
B) one-stop advertising
C) digital advertising
UV
D) social media advertising
E) video advertising
2) Prior to the development of integrated marketing communications, which promotional
IA
function dominated in most companies?
A) mass-media advertising
B) sales promotion
?_
C) public relations
D) publicity
E) direct marketing
AP
3) According to the American Marketing Association, the organization that represents
marketing professionals in the United States and Canada, marketing is the process of
PR
planning and executing the conception, pricing, promotion, and distribution of ideas, goods,
and services to create________ that satisfy individual and organizational objectives.
A) opportunities
B) plans
OV
C) advertisements
D) exchanges
E) contributions
ED
??
Version 1 1
, 4) Ashton industries is learning more about its customers’ perception of value. An independent
survey showed that Ashton’s customers weigh all of the benefits of a product against all the
costs of acquiring and consuming it. Benefits are categorized as functional,________, and/or
psychological.
A) empirical
ST
B) experiential
C) emotional
D) empathetic
UV
E) empathic
5) Which scenario best illustrates a marketing exchange?
A) The waitress gave Emilio a menu and he placed his food order.
IA
B) Ryan helped Joslynn replace the air filter in her furnace.
C) Nash and Janelle gave their son a skateboard for his birthday.
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
?_
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
AP
6) According to the American Marketing Association’s definition of marketing, which statement
is true?
A) Most marketers are seeking a one-time exchange or transaction with their customers.
B) The focus of production-driven companies is on developing and sustaining
PR
relationships with their customers.
C) Successful companies recognize that creating and delivering value to their customers
is extremely important.
D) Though marketing plays an important role in developing relationships with customers,
OV
it does not help in maintaining them.
E) By definition, a marketing transaction must involve the exchange of money.
ED
??
Version 1 2
Advertising and Promotion: An Integrated
Marketing Communications Perspective
ST
George E. Belch and Michael A. Belch
UV
13th Edition
IA
?_
AP
PR
OV
ED
? ?
, TABLE OF CONTENTS
Advertising and Promotion: An Integrated Marketing Communications Perspective (13th
Edition)
ST
George E. Belch and Michael A. Belch
Chapter 1 An Introduction to Integrated Marketing Communications
UV
Chapter 2 The Role of IMC in the Marketing Process
Chapter 3 Organizing for Advertising and Promotion: The Role of Ad Agencies and
Other Marketing Communication Organizations
Chapter 4 Perspectives on Consumer Behavior
IA
Chapter 5 The Communication Process
Chapter 6 Source, Message, and Channel Factors
?_
Chapter 7 Establishing Objectives and Budgeting for the Promotional Program
Chapter 8 Creative Strategy: Planning and Development
Chapter 9 Creative Strategy: Implementation and Evaluation
AP
Chapter 10 Media Planning and Strategy
Chapter 11 Evaluation of Media: Television and Radio
PR
Chapter 12 Evaluation of Media: Magazines and Newspapers
Chapter 13 Support Media
Chapter 14 Direct Marketing
OV
Chapter 15 The Internet: Digital and Social Media
Chapter 16 Sales Promotion
Chapter 17 Public Relations, Publicity, and Corporate Advertising
Chapter 18 Measuring the Effectiveness of the Promotional Program
ED
Chapter 19 International Advertising and Promotion
Chapter 20 Regulation of Advertising and Promotion
??
Chapter 21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and
Promotion
Chapter 22 Personal Selling
, Student name:__________
1) A consumer products company has been reviewing its advertising spending on traditional
media such as television, radio, and print. The company noticed that its competitors across
the country are spending less on traditional advertising and more on________, which
includes online search, display and video ads, and advertising on social media.
ST
A) online advertising
B) one-stop advertising
C) digital advertising
UV
D) social media advertising
E) video advertising
2) Prior to the development of integrated marketing communications, which promotional
IA
function dominated in most companies?
A) mass-media advertising
B) sales promotion
?_
C) public relations
D) publicity
E) direct marketing
AP
3) According to the American Marketing Association, the organization that represents
marketing professionals in the United States and Canada, marketing is the process of
PR
planning and executing the conception, pricing, promotion, and distribution of ideas, goods,
and services to create________ that satisfy individual and organizational objectives.
A) opportunities
B) plans
OV
C) advertisements
D) exchanges
E) contributions
ED
??
Version 1 1
, 4) Ashton industries is learning more about its customers’ perception of value. An independent
survey showed that Ashton’s customers weigh all of the benefits of a product against all the
costs of acquiring and consuming it. Benefits are categorized as functional,________, and/or
psychological.
A) empirical
ST
B) experiential
C) emotional
D) empathetic
UV
E) empathic
5) Which scenario best illustrates a marketing exchange?
A) The waitress gave Emilio a menu and he placed his food order.
IA
B) Ryan helped Joslynn replace the air filter in her furnace.
C) Nash and Janelle gave their son a skateboard for his birthday.
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
?_
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
AP
6) According to the American Marketing Association’s definition of marketing, which statement
is true?
A) Most marketers are seeking a one-time exchange or transaction with their customers.
B) The focus of production-driven companies is on developing and sustaining
PR
relationships with their customers.
C) Successful companies recognize that creating and delivering value to their customers
is extremely important.
D) Though marketing plays an important role in developing relationships with customers,
OV
it does not help in maintaining them.
E) By definition, a marketing transaction must involve the exchange of money.
ED
??
Version 1 2
