DOWNLOADgTHEgTestgBankgforgAdvertisinggandgPromotiongIntegratedgMar
ketinggCommunicationsgPerspectiveg12thgEditiongBelch
Advertising and Promotion Integrated Marketing
g g g g
Communications Perspective 12th Edition by Belch CH01
g g g g g g
ANSWERSgAREgLOCATEDgINgTHEgSECONDgPARTgOFgTHISgDOCUMENT
TRUE/FALSEg-gWriteg'T'gifgthegstatementgisgtruegandg'F'gifgthegstatementgisgfalse.
1) Traditionally,gdirectgsellinggviagindependentgcontractorsghasgbeengthegprimarygmediumgfo
rgdirect-responsegadvertising.
⊚ true
⊚ false
2) Omnichannelgretailingginvolvesgusinggagcombinationgofgphysicalgorgofflinegchannelsga
sgwellgasgdigitalgorgonlinegchannelsgtoginfluencegagcustomer’sgshoppinggexperience,gincluding
gresearchgbeforegagpurchasegandgservicegaftergagsale.
⊚ true
⊚ false
3) Publicitygisgalwaysgundergthegcontrolgofgangorganization,gsogthegorganizationgcangmak
egsuregitgisgpositive.
⊚ true
⊚ false
4) Companiesgorgbrandsgthatgaregnewgtogthegmarketgorgthosegforgwhomgperceptionsgaregne
gativegshouldgfocusgongthegbenefitsgorgattributesgofgthegspecificgproductgorgservice,gandgnotgong
theirgimage.
⊚ true
⊚ false
5) Analysisgofgthegcommunicationgprocessgmayginvolvegpreliminarygdiscussionsgongmedia
-gmixgoptionsgandgtheirgcostgimplications.
⊚ true
⊚ false
Versiong1 1
mynursytest.store
,DOWNLOADgTHEgTestgBankgforgAdvertisinggandgPromotiongIntegratedgMar
ketinggCommunicationsgPerspectiveg12thgEditiongBelch
Advertising and Promotion Integrated Marketing
g g g g
Communications Perspective 12th Edition by Belch CH01
g g g g g g
MULTIPLEgCHOICEg-
gChoosegthegonegalternativegthatgbestgcompletesgthegstatementgorganswersgthegquestion.
6) FullgofgFungIndustriesghasgbeengreviewinggtheirgadvertisinggspendinggongtraditionalgmedi
agsuchgasgtelevision,gradio,gandgprint.gThegnoticedgthatgtheirgcompetitorsgacrossgthegcountrygareg
spendingglessgongtraditionalgadvertisinggandgmoregong
,gwhichgincludesgonlinegsearch,gdisplaygandgvideogads,gandgadvertisinggongsocialgmedia.
A) onlinegadvertising
B) one-stopgadvertising
C) digitalgadvertising
D) socialgmediagadvertising
E) videogadvertising
7) AccordinggtogthegAmericangMarketinggAssociation,gthegorganizationgthatgrepresentsg
marketinggprofessionalsgingthegUnitedgStatesgandgCanada,gmarketinggisgplanninggandgexecutin
ggthegconception,gpricing,gpromotion,gandgdistributiongofgideas,ggoods,gandgservicesgtogcreate
thatgsatisfygindividualgandgorganizationalgobjectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
8) KBgindustriesgisglearninggmoregaboutgtheirgcustomers’gperceptiongofgvalue.gAngindepe
ndentgsurveygshowedgthatgcustomersgweighgallgofgthegbenefitsgofgagproductgagainstgallgthegcost
sgofgacquiringgandgconsuminggit.gBenefitsgaregcategorizedgasgfunctional,g
,gand/orgpsychological.
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
Versiong1 2
mynursytest.store
,DOWNLOADgTHEgTestgBankgforgAdvertisinggandgPromotiongIntegratedgMar
ketinggCommunicationsgPerspectiveg12thgEditiongBelch
Advertising and Promotion Integrated Marketing
g g g g
Communications Perspective 12th Edition by Belch CH01
g g g g g g
9) GSIgIndustriesghasgalwaysgworkedgwithgProductivegAdvertising,gagtraditionalgadvertising
gagency.gNowgGSI’sgnewgmarketinggVPgwantsgtogaddgingothergtypesgofgpromotionalgspecialistsga
ndghasgaskedgProductivegtogstartgusinggagvarietygofgpromotionalgtoolsgrathergthangrelyinggprimaril
ygongmediagadvertising.gThegnewgVPgisgembracinggthegconceptgof
A) internationalgmarketinggcommunications.
B) interdepartmentalgmarketinggcommunications.
C) informationalgmarketinggcommunications.
D) integratedgmarketinggcommunications.
E) intradepartmentalgmarketinggcommunications.
10) MoneygBackedgEnterprisesgrecognizesgthegimportancegofgidentifyinggeverygopportunitygt
ogdelivergongthegbrandgpromise,gstrengthengcustomergrelationships,gandgcustomergdeepengloyalty
.gTheygaregusinggangintegratedgmarketinggcommunicationsgapproachgtoga(n)g
messaginggfunctiongsogthatgeverythinggagcompanygsaysgandgdoesgcommunicatesgagcomm
ongthemegandgpositioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
11) CleargCitegIndustries’ggoalsgaregtogbothggenerategshort-
termgfinancialgreturnsgandgbuildglong-
termgbrandgandgshareholdergvalue.gTheyghavegchosengtogusegagstrategicgbusinessgprocessgcall
edg
togplan,gdevelop,gexecute,gandgevaluategcoordinated,gmeasurable,gpersuasivegbrandgco
mmunicationsgprogramsgovergtimegwithgconsumers,gcustomers,gprospects,gemployees,gassocia
tes,gandgothergtargetedgrelevantgexternalgandginternalgaudiences.
Versiong1 3
mynursytest.store
, DOWNLOADgTHEgTestgBankgforgAdvertisinggandgPromotiongIntegratedgMar
ketinggCommunicationsgPerspectiveg12thgEditiongBelch
Advertising and Promotion Integrated Marketing
g g g g
Communications Perspective 12th Edition by Belch CH01
g g g g g g
A) internationalgmarketinggcommunications
B) interdepartmentalgmarketinggcommunications
C) informationalgmarketinggcommunications
D) integratedgmarketinggcommunications
E) intradepartmentalgmarketinggcommunications
12) OnegreasongSumgCompanygMarketersgaregadoptinggthegIMCgapproachgisgtheygunderstan
dgthegvaluegofg integratinggthegvariousgcommunicationsgfunctions.
A) partially
B) covertly
C) centrally
D) seasonally
E) strategically
13) ThegInternetghasgbecomegagleadinggadvertisinggmedium,greplicatinggmanygofgthegservice
sgthatgweregoncegcapturinggmassgaudiencesgassembledgbygnetworkgtelevisiongandgaugmentedgby
gothergmassgmedia.gWithgthegmassgaudiencesgfragmentinggatgangacceleratinggrate,gmanygmarkete
rsgaregturninggto
A) individualizedgmarketing.
B) personalizedgmarketing.
C) massgmarketing.
D) micromarketing.
E) macromarketing.
14) Thegadvertisinggindustry,gasgwellgasgonlinegpublishersgsuchgasgnewspapers,gmagazine
s,gblogs,gandgthegmyriadgofgwebsitesgavailablegongtheginternetgaregverygconcernedgoverghow
maygunderminegtheirgbusinessgmodel.
Versiong1 4
mynursytest.store
ketinggCommunicationsgPerspectiveg12thgEditiongBelch
Advertising and Promotion Integrated Marketing
g g g g
Communications Perspective 12th Edition by Belch CH01
g g g g g g
ANSWERSgAREgLOCATEDgINgTHEgSECONDgPARTgOFgTHISgDOCUMENT
TRUE/FALSEg-gWriteg'T'gifgthegstatementgisgtruegandg'F'gifgthegstatementgisgfalse.
1) Traditionally,gdirectgsellinggviagindependentgcontractorsghasgbeengthegprimarygmediumgfo
rgdirect-responsegadvertising.
⊚ true
⊚ false
2) Omnichannelgretailingginvolvesgusinggagcombinationgofgphysicalgorgofflinegchannelsga
sgwellgasgdigitalgorgonlinegchannelsgtoginfluencegagcustomer’sgshoppinggexperience,gincluding
gresearchgbeforegagpurchasegandgservicegaftergagsale.
⊚ true
⊚ false
3) Publicitygisgalwaysgundergthegcontrolgofgangorganization,gsogthegorganizationgcangmak
egsuregitgisgpositive.
⊚ true
⊚ false
4) Companiesgorgbrandsgthatgaregnewgtogthegmarketgorgthosegforgwhomgperceptionsgaregne
gativegshouldgfocusgongthegbenefitsgorgattributesgofgthegspecificgproductgorgservice,gandgnotgong
theirgimage.
⊚ true
⊚ false
5) Analysisgofgthegcommunicationgprocessgmayginvolvegpreliminarygdiscussionsgongmedia
-gmixgoptionsgandgtheirgcostgimplications.
⊚ true
⊚ false
Versiong1 1
mynursytest.store
,DOWNLOADgTHEgTestgBankgforgAdvertisinggandgPromotiongIntegratedgMar
ketinggCommunicationsgPerspectiveg12thgEditiongBelch
Advertising and Promotion Integrated Marketing
g g g g
Communications Perspective 12th Edition by Belch CH01
g g g g g g
MULTIPLEgCHOICEg-
gChoosegthegonegalternativegthatgbestgcompletesgthegstatementgorganswersgthegquestion.
6) FullgofgFungIndustriesghasgbeengreviewinggtheirgadvertisinggspendinggongtraditionalgmedi
agsuchgasgtelevision,gradio,gandgprint.gThegnoticedgthatgtheirgcompetitorsgacrossgthegcountrygareg
spendingglessgongtraditionalgadvertisinggandgmoregong
,gwhichgincludesgonlinegsearch,gdisplaygandgvideogads,gandgadvertisinggongsocialgmedia.
A) onlinegadvertising
B) one-stopgadvertising
C) digitalgadvertising
D) socialgmediagadvertising
E) videogadvertising
7) AccordinggtogthegAmericangMarketinggAssociation,gthegorganizationgthatgrepresentsg
marketinggprofessionalsgingthegUnitedgStatesgandgCanada,gmarketinggisgplanninggandgexecutin
ggthegconception,gpricing,gpromotion,gandgdistributiongofgideas,ggoods,gandgservicesgtogcreate
thatgsatisfygindividualgandgorganizationalgobjectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
8) KBgindustriesgisglearninggmoregaboutgtheirgcustomers’gperceptiongofgvalue.gAngindepe
ndentgsurveygshowedgthatgcustomersgweighgallgofgthegbenefitsgofgagproductgagainstgallgthegcost
sgofgacquiringgandgconsuminggit.gBenefitsgaregcategorizedgasgfunctional,g
,gand/orgpsychological.
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
Versiong1 2
mynursytest.store
,DOWNLOADgTHEgTestgBankgforgAdvertisinggandgPromotiongIntegratedgMar
ketinggCommunicationsgPerspectiveg12thgEditiongBelch
Advertising and Promotion Integrated Marketing
g g g g
Communications Perspective 12th Edition by Belch CH01
g g g g g g
9) GSIgIndustriesghasgalwaysgworkedgwithgProductivegAdvertising,gagtraditionalgadvertising
gagency.gNowgGSI’sgnewgmarketinggVPgwantsgtogaddgingothergtypesgofgpromotionalgspecialistsga
ndghasgaskedgProductivegtogstartgusinggagvarietygofgpromotionalgtoolsgrathergthangrelyinggprimaril
ygongmediagadvertising.gThegnewgVPgisgembracinggthegconceptgof
A) internationalgmarketinggcommunications.
B) interdepartmentalgmarketinggcommunications.
C) informationalgmarketinggcommunications.
D) integratedgmarketinggcommunications.
E) intradepartmentalgmarketinggcommunications.
10) MoneygBackedgEnterprisesgrecognizesgthegimportancegofgidentifyinggeverygopportunitygt
ogdelivergongthegbrandgpromise,gstrengthengcustomergrelationships,gandgcustomergdeepengloyalty
.gTheygaregusinggangintegratedgmarketinggcommunicationsgapproachgtoga(n)g
messaginggfunctiongsogthatgeverythinggagcompanygsaysgandgdoesgcommunicatesgagcomm
ongthemegandgpositioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
11) CleargCitegIndustries’ggoalsgaregtogbothggenerategshort-
termgfinancialgreturnsgandgbuildglong-
termgbrandgandgshareholdergvalue.gTheyghavegchosengtogusegagstrategicgbusinessgprocessgcall
edg
togplan,gdevelop,gexecute,gandgevaluategcoordinated,gmeasurable,gpersuasivegbrandgco
mmunicationsgprogramsgovergtimegwithgconsumers,gcustomers,gprospects,gemployees,gassocia
tes,gandgothergtargetedgrelevantgexternalgandginternalgaudiences.
Versiong1 3
mynursytest.store
, DOWNLOADgTHEgTestgBankgforgAdvertisinggandgPromotiongIntegratedgMar
ketinggCommunicationsgPerspectiveg12thgEditiongBelch
Advertising and Promotion Integrated Marketing
g g g g
Communications Perspective 12th Edition by Belch CH01
g g g g g g
A) internationalgmarketinggcommunications
B) interdepartmentalgmarketinggcommunications
C) informationalgmarketinggcommunications
D) integratedgmarketinggcommunications
E) intradepartmentalgmarketinggcommunications
12) OnegreasongSumgCompanygMarketersgaregadoptinggthegIMCgapproachgisgtheygunderstan
dgthegvaluegofg integratinggthegvariousgcommunicationsgfunctions.
A) partially
B) covertly
C) centrally
D) seasonally
E) strategically
13) ThegInternetghasgbecomegagleadinggadvertisinggmedium,greplicatinggmanygofgthegservice
sgthatgweregoncegcapturinggmassgaudiencesgassembledgbygnetworkgtelevisiongandgaugmentedgby
gothergmassgmedia.gWithgthegmassgaudiencesgfragmentinggatgangacceleratinggrate,gmanygmarkete
rsgaregturninggto
A) individualizedgmarketing.
B) personalizedgmarketing.
C) massgmarketing.
D) micromarketing.
E) macromarketing.
14) Thegadvertisinggindustry,gasgwellgasgonlinegpublishersgsuchgasgnewspapers,gmagazine
s,gblogs,gandgthegmyriadgofgwebsitesgavailablegongtheginternetgaregverygconcernedgoverghow
maygunderminegtheirgbusinessgmodel.
Versiong1 4
mynursytest.store
