Test-Bank-for-Advertising-and-
Promotion,-9th-Edition-
g
George-Belch
g
,Fullgfilegatghttp://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion,-9th-Edition-George-Belch
Chapterg01
gAngIntroductiongtogIntegratedgMarketinggCommunication
s
MultiplegChoicegQuestions
1. Whichgofgthegfollowinggisgangexamplegofgagmarketinggexchange?
A. ThegwaitressggavegCyrusgagmenu,gandghegplacedghisgfoodgorder.
B. GriffinghelpedgMandygreplacegthegairgfiltergingherglawngmower.
C. KengandgMaggieggavegtheirgsongangMP3gplayergforghisgbirthday.
D. Ingreturngforgpaintingghergfence,gMrs.gMaloneyggavegLarrygagboxgofghomemadegfudge.
E. JennygaskedgMelisagifgshegcouldgborrowghergpengforgagwhilegsinceghergpenghadgstoppe
dgworking.
2. Whichgofgthegfollowinggstatementsgisgtruegaboutgmarketing?
A. Mostgmarketersgaregseekinggagone-timegexchangegorgtransactiongwithgtheirgcustomers.
B. Thegfocusgofgproduction-
drivengcompaniesgisgongdevelopinggandgsustaininggrelationshipsgwithgtheirgcustomers.
C. Successfulgcompaniesgrecognizegthatgcreatinggandgdeliveringgvaluegtogtheirgcustomersgi
sgextremelygimportant.
D. Thoughgmarketinggplaysgangimportantgrolegingdevelopinggrelationshipsgwithgcustomers,gi
tgcannotgdogmuchgtogmaintaingthem.
E. Bygdefinition,gagmarketinggtransactionghasgtoginvolvegthegexchangegofgmoney.
3. isgthegcustomer'sgperceptiongofgallgthegbenefitsgofgagproductgorgservicegweighe
dgagainstgallgthegcostsgofgacquiringgandgconsuminggit.
A. Costgefficiency
B. Information
C. Range
D. Value
E. Exposure
1-1
,Fullgfilegatghttp://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion,-9th-Edition-George-Belch
4. Product,gprice,gpromotion,gandg aregtheg4Psgofgthegmarketinggmix.
A. people
B. place
C. package
D. print
E. privilege
5. Price,gproduct,gplacegandgpromotiongtogethergformgthe:
A. value.
B. promotionalgmix.
C. marketinggmix.
D. integratedgmarketinggcommunication.
E. distributiongchannel.
6. Priorgtogthegdevelopmentgofgintegratedgmarketinggcommunications,gthegpromotiona
lgfunctiongingmostgcompaniesgwasgdominatedgby:
A. advertising.
B. salesgpromotion.
C. publicgrelations.
D. publicity.
E. directgmarketing.
7. involvesgcoordinatinggthegvariousgpromotionalgelementsgandgothergmarketin
ggactivitiesgthatgcommunicategwithgagfirm'sgcustomers.
A. Marketinggmix
B. Integratedgmarketinggcommunications
C. Relationshipgmarketing
D. Salesgpromotion
E. Massgmediagadvertising
1-2
, Fullgfilegatghttp://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion,-9th-Edition-George-Belch
8. BritishgAirwaysgemployedg
whengitgusedgproductgplacementgtogmakegsuregthatgviewersgofgthegmoviegDiegAnothergDayg
knewgthatgJamesgBondgfliesgfirstgclassgongBritishgAirways.gThegairlinegrangadvertisinggcampa
igngbasedgaroundgthegslogan,g"SavegyourgPennys,gflyglikegBond,"greferringgtogthegsecretarygth
atgBondgflirtsgwithgingeachgfilm.gBritishgAirwaysgalsogpaidgforgthegrightsgtogscreengthegfilmgo
ngitsgflightsgbeforegthegmoviegwasgavailablegatgvideogstores.
A. thegmarketinggmix
B. salesgpromotiongactivities
C. integratedgmarketinggcommunications
D. theg4As
E. relationshipgmarketing
9. Armg&gHammergUltraMaxgdeodorantgcontainsgtime-
releasedgbakinggsodagandgprovidesg"extragmusclegforgtheggamegofglife."gAdsgforgthegproductgf
eaturedgagbaseballgstargsayingg"Whengyourgdayggoesgintogextraginnings,gyougneedgagdeodoran
tgwithgextragmuscle,"gappearedgingtelevisiongandgprintgads.gAtgthegsamegtime,gArmg&gHamm
ergrangsweepstakesgingwhichgpeoplegcouldgentergtogwingagchancegtogmeetgthegbaseballgstargpl
usgotherggreatgprizes.gTogentergsweepstakesgcustomersghadgtogfillgoutgag$1-
offgcoupongforgdeodorantgorgvisitgthegwebsitegahultramax.com.gWhichgmarketinggstrategygwa
sgArmg&gHammergimplementing?
A. Massgcustomization
B. Exchange
C. Integratedgmarketinggcommunications
D. Buzzgmarketing
E. Relationshipgmarketing
10. "Theg4As"gstandsgfor:
A. AssociationgforgAwarenessgofgAdvertisinggandgAction.
B. AmericangAssociationgofgAdvertisinggAgencies.
C. AsiangAssociationgforgAdvertisinggAgencies.
D. AdvertisinggaimedgatgAmericans,gAfricansgandgAsians.
E. AdvertisinggAgenciesgAssociationgofgAmerica.
1-3
Promotion,-9th-Edition-
g
George-Belch
g
,Fullgfilegatghttp://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion,-9th-Edition-George-Belch
Chapterg01
gAngIntroductiongtogIntegratedgMarketinggCommunication
s
MultiplegChoicegQuestions
1. Whichgofgthegfollowinggisgangexamplegofgagmarketinggexchange?
A. ThegwaitressggavegCyrusgagmenu,gandghegplacedghisgfoodgorder.
B. GriffinghelpedgMandygreplacegthegairgfiltergingherglawngmower.
C. KengandgMaggieggavegtheirgsongangMP3gplayergforghisgbirthday.
D. Ingreturngforgpaintingghergfence,gMrs.gMaloneyggavegLarrygagboxgofghomemadegfudge.
E. JennygaskedgMelisagifgshegcouldgborrowghergpengforgagwhilegsinceghergpenghadgstoppe
dgworking.
2. Whichgofgthegfollowinggstatementsgisgtruegaboutgmarketing?
A. Mostgmarketersgaregseekinggagone-timegexchangegorgtransactiongwithgtheirgcustomers.
B. Thegfocusgofgproduction-
drivengcompaniesgisgongdevelopinggandgsustaininggrelationshipsgwithgtheirgcustomers.
C. Successfulgcompaniesgrecognizegthatgcreatinggandgdeliveringgvaluegtogtheirgcustomersgi
sgextremelygimportant.
D. Thoughgmarketinggplaysgangimportantgrolegingdevelopinggrelationshipsgwithgcustomers,gi
tgcannotgdogmuchgtogmaintaingthem.
E. Bygdefinition,gagmarketinggtransactionghasgtoginvolvegthegexchangegofgmoney.
3. isgthegcustomer'sgperceptiongofgallgthegbenefitsgofgagproductgorgservicegweighe
dgagainstgallgthegcostsgofgacquiringgandgconsuminggit.
A. Costgefficiency
B. Information
C. Range
D. Value
E. Exposure
1-1
,Fullgfilegatghttp://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion,-9th-Edition-George-Belch
4. Product,gprice,gpromotion,gandg aregtheg4Psgofgthegmarketinggmix.
A. people
B. place
C. package
D. print
E. privilege
5. Price,gproduct,gplacegandgpromotiongtogethergformgthe:
A. value.
B. promotionalgmix.
C. marketinggmix.
D. integratedgmarketinggcommunication.
E. distributiongchannel.
6. Priorgtogthegdevelopmentgofgintegratedgmarketinggcommunications,gthegpromotiona
lgfunctiongingmostgcompaniesgwasgdominatedgby:
A. advertising.
B. salesgpromotion.
C. publicgrelations.
D. publicity.
E. directgmarketing.
7. involvesgcoordinatinggthegvariousgpromotionalgelementsgandgothergmarketin
ggactivitiesgthatgcommunicategwithgagfirm'sgcustomers.
A. Marketinggmix
B. Integratedgmarketinggcommunications
C. Relationshipgmarketing
D. Salesgpromotion
E. Massgmediagadvertising
1-2
, Fullgfilegatghttp://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion,-9th-Edition-George-Belch
8. BritishgAirwaysgemployedg
whengitgusedgproductgplacementgtogmakegsuregthatgviewersgofgthegmoviegDiegAnothergDayg
knewgthatgJamesgBondgfliesgfirstgclassgongBritishgAirways.gThegairlinegrangadvertisinggcampa
igngbasedgaroundgthegslogan,g"SavegyourgPennys,gflyglikegBond,"greferringgtogthegsecretarygth
atgBondgflirtsgwithgingeachgfilm.gBritishgAirwaysgalsogpaidgforgthegrightsgtogscreengthegfilmgo
ngitsgflightsgbeforegthegmoviegwasgavailablegatgvideogstores.
A. thegmarketinggmix
B. salesgpromotiongactivities
C. integratedgmarketinggcommunications
D. theg4As
E. relationshipgmarketing
9. Armg&gHammergUltraMaxgdeodorantgcontainsgtime-
releasedgbakinggsodagandgprovidesg"extragmusclegforgtheggamegofglife."gAdsgforgthegproductgf
eaturedgagbaseballgstargsayingg"Whengyourgdayggoesgintogextraginnings,gyougneedgagdeodoran
tgwithgextragmuscle,"gappearedgingtelevisiongandgprintgads.gAtgthegsamegtime,gArmg&gHamm
ergrangsweepstakesgingwhichgpeoplegcouldgentergtogwingagchancegtogmeetgthegbaseballgstargpl
usgotherggreatgprizes.gTogentergsweepstakesgcustomersghadgtogfillgoutgag$1-
offgcoupongforgdeodorantgorgvisitgthegwebsitegahultramax.com.gWhichgmarketinggstrategygwa
sgArmg&gHammergimplementing?
A. Massgcustomization
B. Exchange
C. Integratedgmarketinggcommunications
D. Buzzgmarketing
E. Relationshipgmarketing
10. "Theg4As"gstandsgfor:
A. AssociationgforgAwarenessgofgAdvertisinggandgAction.
B. AmericangAssociationgofgAdvertisinggAgencies.
C. AsiangAssociationgforgAdvertisinggAgencies.
D. AdvertisinggaimedgatgAmericans,gAfricansgandgAsians.
E. AdvertisinggAgenciesgAssociationgofgAmerica.
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