DOWNLOAD THE Test Bank for Advertising and Promotion IntegratedMarke
l l l l l l l l l
ting Communications Perspective 12th Edition Belch
l l l l l
Advertising and Promotion Integrated Marketing
l l l l
Communications Perspective 12th Edition by Belch CH01
l l l l l l
ANSWERS ARE LOCATED IN THE SECOND PART OF THIS DOCUMENT
l l l l l l l l l
TRUE/FALSEl-lWritel'T'liflthelstatementlisltruelandl'F'liflthelstatementlislfalse.
1) Traditionally,ldirectlsellinglvialindependentlcontractorslhaslbeenlthelprimarylmediumlforldir
ect-responseladvertising.
⊚ true
⊚ false
2) Omnichannellretailinglinvolveslusinglalcombinationloflphysicallorlofflinelchannelslaslwel
llasldigitallorlonlinelchannelsltolinfluencelalcustomer’slshoppinglexperience,lincludinglresearchlb
eforelalpurchaselandlservicelafterlalsale.
⊚ true
⊚ false
3) Publicitylislalwayslunderlthelcontrolloflanlorganization,lsolthelorganizationlcanlmakelsurel
itlislpositive.
⊚ true
⊚ false
4) Companieslorlbrandslthatlarelnewltolthelmarketlorlthoselforlwhomlperceptionslarelnegativel
shouldlfocuslonlthelbenefitslorlattributesloflthelspecificlproductlorlservice,landlnotlonltheirlimage.
⊚ true
⊚ false
5) Analysisloflthelcommunicationlprocesslmaylinvolvelpreliminaryldiscussionslonlmedia-
lmixloptionslandltheirlcostlimplications.
⊚ true
⊚ false
Versionl1 1
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion IntegratedMarke
l l l l l l l l l
ting Communications Perspective 12th Edition Belch
l l l l l
Advertising and Promotion Integrated Marketing
l l l l
Communications Perspective 12th Edition by Belch CH01
l l l l l l
MULTIPLElCHOICEl-
lChooselthelonelalternativelthatlbestlcompletesl thelstatementlorlanswerslthelquestion.
6) FullloflFunlIndustrieslhaslbeenlreviewingltheirladvertisinglspendinglonltraditionallmedialsuc
hlasltelevision,lradio,landlprint.lThelnoticedlthatltheirlcompetitorslacrosslthelcountrylarelspendinglles
slonltraditionalladvertisinglandlmorelon
,lwhichlincludeslonlinelsearch,ldisplaylandlvideolads,landladvertisinglonlsociallmedia.
A) onlineladvertising
B) one-stopladvertising
C) digitalladvertising
D) sociallmedialadvertising
E) videoladvertising
7) AccordingltolthelAmericanlMarketinglAssociation,lthelorganizationlthatlrepresentslmark
etinglprofessionalslinlthelUnitedlStateslandlCanada,lmarketinglislplanninglandlexecutinglthelconce
ption,lpricing,lpromotion,landldistributionloflideas,lgoods,landlservicesltolcreate
l thatlsatisfylindividuallandlorganizationallobjectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
8) KBlindustrieslisllearninglmorelaboutltheirlcustomers’lperceptionloflvalue.lAnlindependentl
surveylshowedlthatlcustomerslweighlallloflthelbenefitsloflalproductlagainstlalllthelcostsloflacquiringl
andlconsuminglit.lBenefitslarelcategorizedlaslfunctional,
,land/orlpsychological.
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
Versionl1 2
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion IntegratedMarke
l l l l l l l l l
ting Communications Perspective 12th Edition Belch
l l l l l
Advertising and Promotion Integrated Marketing
l l l l
Communications Perspective 12th Edition by Belch CH01
l l l l l l
9) GSIlIndustrieslhaslalwayslworkedlwithlProductivelAdvertising,laltraditionalladvertisinglage
ncy.lNowlGSI’slnewlmarketinglVPlwantsltoladdlinlotherltypesloflpromotionallspecialistslandlhaslaske
dlProductiveltolstartlusinglalvarietyloflpromotionalltoolslratherlthanlrelyinglprimarilylonlmedialadvert
ising.lThelnewlVPlislembracinglthelconceptlof
A) internationallmarketinglcommunications.
B) interdepartmentallmarketinglcommunications.
C) informationallmarketinglcommunications.
D) integratedlmarketinglcommunications.
E) intradepartmentallmarketinglcommunications.
10) MoneylBackedlEnterpriseslrecognizeslthelimportanceloflidentifyingleverylopportunityltoldel
iverlonlthelbrandlpromise,lstrengthenlcustomerlrelationships,landlcustomerldeepenlloyalty.lTheylarel
usinglanlintegratedlmarketinglcommunicationslapproachltola(n)l_
messaginglfunctionlsolthatleverythinglalcompanylsayslandldoeslcommunicateslalcommonlth
emelandlpositioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
11) ClearlCitelIndustries’lgoalslareltolbothlgeneratelshort-
termlfinanciallreturnslandlbuildllong-
termlbrandlandlshareholderlvalue.lTheylhavelchosenltoluselalstrategiclbusinesslprocesslcalled
tolplan,ldevelop,lexecute,landlevaluatelcoordinated,lmeasurable,lpersuasivelbrandlcomm
unicationslprogramsloverltimelwithlconsumers,lcustomers,lprospects,lemployees,lassociates,landl
otherltargetedlrelevantlexternallandlinternallaudiences.
Versionl1 3
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion IntegratedMarke
l l l l l l l l l
ting Communications Perspective 12th Edition Belch
l l l l l
Advertising and Promotion Integrated Marketing
l l l l
Communications Perspective 12th Edition by Belch CH01
l l l l l l
A) internationallmarketinglcommunications
B) interdepartmentallmarketinglcommunications
C) informationallmarketinglcommunications
D) integratedlmarketinglcommunications
E) intradepartmentallmarketinglcommunications
12) OnelreasonlSumlCompanylMarketerslareladoptinglthelIMClapproachlisltheylunderstandlthel
valuelof integratinglthelvariouslcommunicationslfunctions.
A) partially
B) covertly
C) centrally
D) seasonally
E) strategically
13) ThelInternetlhaslbecomelalleadingladvertisinglmedium,lreplicatinglmanyloflthelserviceslthatl
wereloncelcapturinglmasslaudienceslassembledlbylnetworkltelevisionlandlaugmentedlbylotherlmassl
media.lWithlthelmasslaudienceslfragmentinglatlanlacceleratinglrate,lmanylmarketerslarelturninglto
A) individualizedlmarketing.
B) personalizedlmarketing.
C) masslmarketing.
D) micromarketing.
E) macromarketing.
14) Theladvertisinglindustry,laslwelllaslonlinelpublisherslsuchlaslnewspapers,lmagazines,lblo
gs,landlthelmyriadloflwebsiteslavailablelonlthelinternetlarelverylconcernedloverlhow
l maylundermineltheirlbusinesslmodel.
Versionl1 4
mynursytest.store
l l l l l l l l l
ting Communications Perspective 12th Edition Belch
l l l l l
Advertising and Promotion Integrated Marketing
l l l l
Communications Perspective 12th Edition by Belch CH01
l l l l l l
ANSWERS ARE LOCATED IN THE SECOND PART OF THIS DOCUMENT
l l l l l l l l l
TRUE/FALSEl-lWritel'T'liflthelstatementlisltruelandl'F'liflthelstatementlislfalse.
1) Traditionally,ldirectlsellinglvialindependentlcontractorslhaslbeenlthelprimarylmediumlforldir
ect-responseladvertising.
⊚ true
⊚ false
2) Omnichannellretailinglinvolveslusinglalcombinationloflphysicallorlofflinelchannelslaslwel
llasldigitallorlonlinelchannelsltolinfluencelalcustomer’slshoppinglexperience,lincludinglresearchlb
eforelalpurchaselandlservicelafterlalsale.
⊚ true
⊚ false
3) Publicitylislalwayslunderlthelcontrolloflanlorganization,lsolthelorganizationlcanlmakelsurel
itlislpositive.
⊚ true
⊚ false
4) Companieslorlbrandslthatlarelnewltolthelmarketlorlthoselforlwhomlperceptionslarelnegativel
shouldlfocuslonlthelbenefitslorlattributesloflthelspecificlproductlorlservice,landlnotlonltheirlimage.
⊚ true
⊚ false
5) Analysisloflthelcommunicationlprocesslmaylinvolvelpreliminaryldiscussionslonlmedia-
lmixloptionslandltheirlcostlimplications.
⊚ true
⊚ false
Versionl1 1
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion IntegratedMarke
l l l l l l l l l
ting Communications Perspective 12th Edition Belch
l l l l l
Advertising and Promotion Integrated Marketing
l l l l
Communications Perspective 12th Edition by Belch CH01
l l l l l l
MULTIPLElCHOICEl-
lChooselthelonelalternativelthatlbestlcompletesl thelstatementlorlanswerslthelquestion.
6) FullloflFunlIndustrieslhaslbeenlreviewingltheirladvertisinglspendinglonltraditionallmedialsuc
hlasltelevision,lradio,landlprint.lThelnoticedlthatltheirlcompetitorslacrosslthelcountrylarelspendinglles
slonltraditionalladvertisinglandlmorelon
,lwhichlincludeslonlinelsearch,ldisplaylandlvideolads,landladvertisinglonlsociallmedia.
A) onlineladvertising
B) one-stopladvertising
C) digitalladvertising
D) sociallmedialadvertising
E) videoladvertising
7) AccordingltolthelAmericanlMarketinglAssociation,lthelorganizationlthatlrepresentslmark
etinglprofessionalslinlthelUnitedlStateslandlCanada,lmarketinglislplanninglandlexecutinglthelconce
ption,lpricing,lpromotion,landldistributionloflideas,lgoods,landlservicesltolcreate
l thatlsatisfylindividuallandlorganizationallobjectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
8) KBlindustrieslisllearninglmorelaboutltheirlcustomers’lperceptionloflvalue.lAnlindependentl
surveylshowedlthatlcustomerslweighlallloflthelbenefitsloflalproductlagainstlalllthelcostsloflacquiringl
andlconsuminglit.lBenefitslarelcategorizedlaslfunctional,
,land/orlpsychological.
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
Versionl1 2
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion IntegratedMarke
l l l l l l l l l
ting Communications Perspective 12th Edition Belch
l l l l l
Advertising and Promotion Integrated Marketing
l l l l
Communications Perspective 12th Edition by Belch CH01
l l l l l l
9) GSIlIndustrieslhaslalwayslworkedlwithlProductivelAdvertising,laltraditionalladvertisinglage
ncy.lNowlGSI’slnewlmarketinglVPlwantsltoladdlinlotherltypesloflpromotionallspecialistslandlhaslaske
dlProductiveltolstartlusinglalvarietyloflpromotionalltoolslratherlthanlrelyinglprimarilylonlmedialadvert
ising.lThelnewlVPlislembracinglthelconceptlof
A) internationallmarketinglcommunications.
B) interdepartmentallmarketinglcommunications.
C) informationallmarketinglcommunications.
D) integratedlmarketinglcommunications.
E) intradepartmentallmarketinglcommunications.
10) MoneylBackedlEnterpriseslrecognizeslthelimportanceloflidentifyingleverylopportunityltoldel
iverlonlthelbrandlpromise,lstrengthenlcustomerlrelationships,landlcustomerldeepenlloyalty.lTheylarel
usinglanlintegratedlmarketinglcommunicationslapproachltola(n)l_
messaginglfunctionlsolthatleverythinglalcompanylsayslandldoeslcommunicateslalcommonlth
emelandlpositioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
11) ClearlCitelIndustries’lgoalslareltolbothlgeneratelshort-
termlfinanciallreturnslandlbuildllong-
termlbrandlandlshareholderlvalue.lTheylhavelchosenltoluselalstrategiclbusinesslprocesslcalled
tolplan,ldevelop,lexecute,landlevaluatelcoordinated,lmeasurable,lpersuasivelbrandlcomm
unicationslprogramsloverltimelwithlconsumers,lcustomers,lprospects,lemployees,lassociates,landl
otherltargetedlrelevantlexternallandlinternallaudiences.
Versionl1 3
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion IntegratedMarke
l l l l l l l l l
ting Communications Perspective 12th Edition Belch
l l l l l
Advertising and Promotion Integrated Marketing
l l l l
Communications Perspective 12th Edition by Belch CH01
l l l l l l
A) internationallmarketinglcommunications
B) interdepartmentallmarketinglcommunications
C) informationallmarketinglcommunications
D) integratedlmarketinglcommunications
E) intradepartmentallmarketinglcommunications
12) OnelreasonlSumlCompanylMarketerslareladoptinglthelIMClapproachlisltheylunderstandlthel
valuelof integratinglthelvariouslcommunicationslfunctions.
A) partially
B) covertly
C) centrally
D) seasonally
E) strategically
13) ThelInternetlhaslbecomelalleadingladvertisinglmedium,lreplicatinglmanyloflthelserviceslthatl
wereloncelcapturinglmasslaudienceslassembledlbylnetworkltelevisionlandlaugmentedlbylotherlmassl
media.lWithlthelmasslaudienceslfragmentinglatlanlacceleratinglrate,lmanylmarketerslarelturninglto
A) individualizedlmarketing.
B) personalizedlmarketing.
C) masslmarketing.
D) micromarketing.
E) macromarketing.
14) Theladvertisinglindustry,laslwelllaslonlinelpublisherslsuchlaslnewspapers,lmagazines,lblo
gs,landlthelmyriadloflwebsiteslavailablelonlthelinternetlarelverylconcernedloverlhow
l maylundermineltheirlbusinesslmodel.
Versionl1 4
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