Test Bank for Advertising and Promotion 11th Edition Bel
e e e e e e e e
ch
01-1
,1. Digital/onlineeadvertisingeaccounteforetheemajorityeofecompanies'emarketingecommunicationseexpenditures.e
True False
2. Noteallemarketingetransactionseinvolveetheeexchangeeofemoneyeforeaeproducteoreservice.e
True False
3. Theestatusegainedefromeowningeaeparticularebrandeiseaneexampleeofeaefunctionalebenefit.e
True False
4. Asemarketerseembracedetheeconcepteofeintegratedemarketingecommunications,etheyebeganetoerelyeprimarilyeonemediaeadvertising.e
True False
5. Theeintegratedemarketingecommunicationseapproachecallseforeaecentralizedemessagingefunctionesoethateeverythingeaecompanyesaysea
ndedoesecommunicateseaecommonethemeeandepositioning.
True False
6. Theegoaleofeintegratedemarketingecommunicationse(IMC)eisetoegenerateebotheshort-termefinancialereturnseandebuildelong-
termebrandeandeshareholderevalue.
True False
7. OneereasonemarketerseareeadoptingetheeIMCeapproacheisetheyeunderstandetheevalueeofestrategicallyeintegratingetheevariousec
ommunicationsefunctions.
True False
8. Thereehasebeeneaneevolutionetoemicromarketingeasetheemasseaudienceeassembledebyenetworketelevisioneandeaugmentedebyeothere
massemediaeisefragmentingeateaneacceleratingerate.
True False
01-2
,9. Traditionaleprinteadvertisingeiseexpectedetoeincreaseebye45epercentefrome2016etoe2020.e
True False
10. Mosteconsumerseinetheemillennialegenerationeageecohorteareeveryereceptiveetoetraditionaleadvertising.e
True False
11. Implicitecommunicationehasebeenedefinedeasetheecoordinationeofealleseller-
initiatedeeffortsetoeseteupechannelseofeinformationeandepersuasioneineorderetoesellegoodseandeserviceseorepromoteeaneidea.
True False
12. Theenonpersonalenatureeofeadvertisingemeansethatethereeisegenerallyeampleeopportunityeforeimmediateefeedbackefrometheemessageer
ecipient.
True False
13. Mediaeadvertisingeisestilletheemostecost-
effectiveewayetoereachelargeenumberseofeconsumersewitheaneadvertisingemessage.eTrue False
14. Primary-
demandeadvertisingefocuseseonecreatingedemandeforeaespecificecompany'sebrands.eTrue
False
15. Business-to-
businesseadvertisingeiselimitedetoeindustrialegoods;eservicesesucheaseinsuranceeandefinanceeandebankingeareenoteincludedeinethisec
ategory.
True False
16. Advertisingetargetedetoeprofessionalsesucheasedoctors,elawyers,edentists,eengineers,eoreprofessorsetoeencourageethemetoeuseeaec
ompany'seproducteinetheirebusinesseoperationseisereferredetoeasetradeeadvertising.
True False
17. Traditionally,edirectesellingeviaeindependentecontractorsehasebeenetheeprimaryemediumeforedirect-
responseeadvertising.eTrue False
18. Omnichanneleretailingeinvolveseusingeaecombinationeofephysicaleoreofflineechannelseasewelleasedigitaleoreonlineechannelsetoei
nfluenceeaecustomer’seshoppingeexperience,eincludingeresearchebeforeeaepurchaseeandeserviceeaftereaesale.
True False
01-3
, 19. WheneBumbleeBeeeTunaeparticipateseineaetradeeshowetoeencourageeretailersetoestockeandepromoteeitseproducts,eiteiseengagedeineaec
onsumer-orientedesalesepromotion.
True False
20. Aneadvantageeofepublicityeovereothereformseofepromotioneiseitsecredibility.e
True False
21. Publicityeisealwayseunderetheecontroleofeaneorganization,esoetheeorganizationecanemakeesureeiteisepositive.e
True False
22. Unexpectedetouchepointseareeunanticipatedereferenceseoreinformationeabouteaecompanyeorebrandethateaecustomereoreprospecter
eceivesethateisebeyondetheecontroleofetheeorganization.
True False
23. Earnedemediaerefersetoechannelseofemarketingecommunicationethateaecompanyecontrols,esucheaseitsewebsites,eblogs,eandemobileea
ppseasewelleasesocialemediaechannelsesucheaseFacebook,eTwitter,eInstagram,eandeYouTube.
True False
24. TheefirstestepeinetheeIMCeplanningeprocesseisetoereviewetheemarketingeplaneandeobjectives.e
True False
25. Companieseorebrandsethateareenewetoetheemarketeorethoseeforewhomeperceptionseareenegativeeshouldefocuseonetheebenefitseorea
ttributeseofetheespecificeproducteoreservice,eandenoteonetheireimage.
True False
26. Analysiseofetheecommunicationeprocessemayeinvolveepreliminaryediscussionseonemedia-
mixeoptionseandetheirecosteimplications.eTrue False
27. Whicheofetheefollowingeiseaneexampleeofeaemarketingeexchange?
A. TheewaitressegaveeCyruseaemenueandeheeplacedehisefoodeorder.
B. GriffinehelpedeMandyereplaceetheeairefiltereineherelawnemower.
C. KeneandeMaggieegaveetheiresoneaneMP3eplayereforehisebirthday.
D. Mrs.eMaloneyegaveeLarryeaeboxeofehomemadeefudgeeinereturneforepaintingeherefence.
E. JennyeaskedeMelisaeifesheecouldeborroweherepeneforeaewhileesinceeherepenehadestoppedeworking.
01-4
e e e e e e e e
ch
01-1
,1. Digital/onlineeadvertisingeaccounteforetheemajorityeofecompanies'emarketingecommunicationseexpenditures.e
True False
2. Noteallemarketingetransactionseinvolveetheeexchangeeofemoneyeforeaeproducteoreservice.e
True False
3. Theestatusegainedefromeowningeaeparticularebrandeiseaneexampleeofeaefunctionalebenefit.e
True False
4. Asemarketerseembracedetheeconcepteofeintegratedemarketingecommunications,etheyebeganetoerelyeprimarilyeonemediaeadvertising.e
True False
5. Theeintegratedemarketingecommunicationseapproachecallseforeaecentralizedemessagingefunctionesoethateeverythingeaecompanyesaysea
ndedoesecommunicateseaecommonethemeeandepositioning.
True False
6. Theegoaleofeintegratedemarketingecommunicationse(IMC)eisetoegenerateebotheshort-termefinancialereturnseandebuildelong-
termebrandeandeshareholderevalue.
True False
7. OneereasonemarketerseareeadoptingetheeIMCeapproacheisetheyeunderstandetheevalueeofestrategicallyeintegratingetheevariousec
ommunicationsefunctions.
True False
8. Thereehasebeeneaneevolutionetoemicromarketingeasetheemasseaudienceeassembledebyenetworketelevisioneandeaugmentedebyeothere
massemediaeisefragmentingeateaneacceleratingerate.
True False
01-2
,9. Traditionaleprinteadvertisingeiseexpectedetoeincreaseebye45epercentefrome2016etoe2020.e
True False
10. Mosteconsumerseinetheemillennialegenerationeageecohorteareeveryereceptiveetoetraditionaleadvertising.e
True False
11. Implicitecommunicationehasebeenedefinedeasetheecoordinationeofealleseller-
initiatedeeffortsetoeseteupechannelseofeinformationeandepersuasioneineorderetoesellegoodseandeserviceseorepromoteeaneidea.
True False
12. Theenonpersonalenatureeofeadvertisingemeansethatethereeisegenerallyeampleeopportunityeforeimmediateefeedbackefrometheemessageer
ecipient.
True False
13. Mediaeadvertisingeisestilletheemostecost-
effectiveewayetoereachelargeenumberseofeconsumersewitheaneadvertisingemessage.eTrue False
14. Primary-
demandeadvertisingefocuseseonecreatingedemandeforeaespecificecompany'sebrands.eTrue
False
15. Business-to-
businesseadvertisingeiselimitedetoeindustrialegoods;eservicesesucheaseinsuranceeandefinanceeandebankingeareenoteincludedeinethisec
ategory.
True False
16. Advertisingetargetedetoeprofessionalsesucheasedoctors,elawyers,edentists,eengineers,eoreprofessorsetoeencourageethemetoeuseeaec
ompany'seproducteinetheirebusinesseoperationseisereferredetoeasetradeeadvertising.
True False
17. Traditionally,edirectesellingeviaeindependentecontractorsehasebeenetheeprimaryemediumeforedirect-
responseeadvertising.eTrue False
18. Omnichanneleretailingeinvolveseusingeaecombinationeofephysicaleoreofflineechannelseasewelleasedigitaleoreonlineechannelsetoei
nfluenceeaecustomer’seshoppingeexperience,eincludingeresearchebeforeeaepurchaseeandeserviceeaftereaesale.
True False
01-3
, 19. WheneBumbleeBeeeTunaeparticipateseineaetradeeshowetoeencourageeretailersetoestockeandepromoteeitseproducts,eiteiseengagedeineaec
onsumer-orientedesalesepromotion.
True False
20. Aneadvantageeofepublicityeovereothereformseofepromotioneiseitsecredibility.e
True False
21. Publicityeisealwayseunderetheecontroleofeaneorganization,esoetheeorganizationecanemakeesureeiteisepositive.e
True False
22. Unexpectedetouchepointseareeunanticipatedereferenceseoreinformationeabouteaecompanyeorebrandethateaecustomereoreprospecter
eceivesethateisebeyondetheecontroleofetheeorganization.
True False
23. Earnedemediaerefersetoechannelseofemarketingecommunicationethateaecompanyecontrols,esucheaseitsewebsites,eblogs,eandemobileea
ppseasewelleasesocialemediaechannelsesucheaseFacebook,eTwitter,eInstagram,eandeYouTube.
True False
24. TheefirstestepeinetheeIMCeplanningeprocesseisetoereviewetheemarketingeplaneandeobjectives.e
True False
25. Companieseorebrandsethateareenewetoetheemarketeorethoseeforewhomeperceptionseareenegativeeshouldefocuseonetheebenefitseorea
ttributeseofetheespecificeproducteoreservice,eandenoteonetheireimage.
True False
26. Analysiseofetheecommunicationeprocessemayeinvolveepreliminaryediscussionseonemedia-
mixeoptionseandetheirecosteimplications.eTrue False
27. Whicheofetheefollowingeiseaneexampleeofeaemarketingeexchange?
A. TheewaitressegaveeCyruseaemenueandeheeplacedehisefoodeorder.
B. GriffinehelpedeMandyereplaceetheeairefiltereineherelawnemower.
C. KeneandeMaggieegaveetheiresoneaneMP3eplayereforehisebirthday.
D. Mrs.eMaloneyegaveeLarryeaeboxeofehomemadeefudgeeinereturneforepaintingeherefence.
E. JennyeaskedeMelisaeifesheecouldeborroweherepeneforeaewhileesinceeherepenehadestoppedeworking.
01-4
