Advertising And Promotion Global Edition by Belch -
Test Bank Chapter (1 to 22)
1-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
,Content: _
Chapter 01 An Introduction to Integrated Marketing Communications
Chapter 02 The Role of IMC in the Marketing Process
Chapter 03 Organizing for Advertising and Promotion: The Role of Ad
Agencies and Other Marketing Communication Organizations
Chapter 04 Perspectives on Consumer Behavior
Chapter 05 The Communication Process
Chapter 06 Source, Message, and Channel Factors
Chapter 07 Establishing Objectives and Budgeting for the Promotional
Program
Chapter 08 Creative Strategy: Planning and Development
Chapter 09 Creative Strategy: Implementation and Evaluation
Chapter 10 Media Planning and Strategy
Chapter 11 Evaluation of Media: Television and Radio
Chapter 12 Evaluation of Media: Magazines and Newspapers
Chapter 13 Support Media
Chapter 14 Direct Marketing
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
Chapter 19 International Advertising and Promotion
1-2
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
,Chapter 20 Regulation of Advertising and Promotion
Chapter 21 Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
Chapter 22 Personal Selling
1-3
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
, Chapter 01
An Introduction to Integrated Marketing Communications
True / False Questions
1. Nontraditional media account for the majority of companies' marketing
communications expenditures.
True False
2. Not all marketing transactions involve the exchange of money for a product or service.
True False
3. The status gained from owning a particular brand is an example of a functional benefit.
True False
4. As marketers embraced the concept of integrated marketing communications, they
began to rely primarily on media advertising.
True False
5. The integrated marketing communications approach calls for a centralized messaging
function so that everything a company says and does communicates a common theme
and positioning.
True False
6. The goal of integrated marketing communications (IMC) is to generate both shortterm
financial returns and build long-term brand and shareholder value.
True False
1-4
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Test Bank Chapter (1 to 22)
1-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
,Content: _
Chapter 01 An Introduction to Integrated Marketing Communications
Chapter 02 The Role of IMC in the Marketing Process
Chapter 03 Organizing for Advertising and Promotion: The Role of Ad
Agencies and Other Marketing Communication Organizations
Chapter 04 Perspectives on Consumer Behavior
Chapter 05 The Communication Process
Chapter 06 Source, Message, and Channel Factors
Chapter 07 Establishing Objectives and Budgeting for the Promotional
Program
Chapter 08 Creative Strategy: Planning and Development
Chapter 09 Creative Strategy: Implementation and Evaluation
Chapter 10 Media Planning and Strategy
Chapter 11 Evaluation of Media: Television and Radio
Chapter 12 Evaluation of Media: Magazines and Newspapers
Chapter 13 Support Media
Chapter 14 Direct Marketing
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
Chapter 19 International Advertising and Promotion
1-2
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
,Chapter 20 Regulation of Advertising and Promotion
Chapter 21 Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
Chapter 22 Personal Selling
1-3
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
, Chapter 01
An Introduction to Integrated Marketing Communications
True / False Questions
1. Nontraditional media account for the majority of companies' marketing
communications expenditures.
True False
2. Not all marketing transactions involve the exchange of money for a product or service.
True False
3. The status gained from owning a particular brand is an example of a functional benefit.
True False
4. As marketers embraced the concept of integrated marketing communications, they
began to rely primarily on media advertising.
True False
5. The integrated marketing communications approach calls for a centralized messaging
function so that everything a company says and does communicates a common theme
and positioning.
True False
6. The goal of integrated marketing communications (IMC) is to generate both shortterm
financial returns and build long-term brand and shareholder value.
True False
1-4
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
