Test Bank for Advertising and Integrated Brand Promotion, 9th Edition by Thomas O’Guinn, Chris Allen, Angeline Close Scheinbaum Richard J. Semenik Complete Fully Covered Newest Edition

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1. Award:




FullhofhFunhIndustrieshhashbeenhreviewinghtheirhadvertisinghspendinghonhtraditionalhmediahsuchhas
h television,hradio, handhprint.hThehnoticedhthaththeir hcompetitorshacrosshthehcountry harehspendinghl
esshonh traditionalhadvertisinghandhmorehonh
,hwhichhincludeshonlinehsearch,hdisplayhandhvideohads,h
andh advertisinghonhsocialhmedia.


Oh onlinehadvertising
Oh one-stophadvertising
➜ Oh digitalhadvertising
Oh socialhmediahadvertising
Oh videohadvertising

Advertisinghspendinghishshiftinghfromhtraditionalhmediahsuchhashtelevision,hradio,handhprinthtohdigita
lh formatshincludinghonlinehsearch,hdisplayhandhvideohadshashwellhashadvertisinghonhsocialhmedia.hIn
h2019,h spendinghonhdigitalhadvertisinghinhthehUnited hStateshsurpassedhthathspenthonhtraditionalhm
ediah advertisingh(54hpercenthvs.h46hpercent)hforhthehfirsthtimehandhbyh2023,hdigitalhadsharehforecasth
tohcaptureh morehthanhtwo-thirdshofhallhadvertisinghspending.




Difficulty:h1h Easy LearninghObjective:h01-01hDescribehthehrole
ofhadvertisinghandhotherhpromotionalh elem
entshinhmarketing.




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2. Award:



AccordinghtohthehAmericanhMarketinghAssociation,hthehorganizationhthathrepresentsh marketing
h professionalshinhthehUnitedhStateshandhCanada,hmarketinghishplanninghandhexecuting hthehconc
eption,h pricing,hpromotion, handhdistributionhofhideas,hgoods,handhserviceshtohcreateh
thathsatisfyh i
ndividualhandhorganizationalhobjectives.


Oh opportunities
Oh plans
Oh advertisements

➜ Oh exchanges
Oh contributions


AmericanhMarketinghAssociationh(AMA),hthehorganizationhthathrepresentshmarketinghprofessionalshinhth
eh UnitedhStateshandhCanada,hdefinedhmarketinghashthehprocesshofhplanninghandhexecutinghthehconcep
tion,h pricing,hpromotion, handhdistributionhofhideas,hgoods,handhserviceshtohcreatehexchangeshthathsati
sfyh individualhandhorganizationalhobjectives.




Difficulty:h1h Easy LearninghObjective:h01-01hDescribehthehrole
ofhadvertisinghandhotherhpromotionalh elem
entshinhmarketing.




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4. Award:




GSIhIndustrieshhashalwayshworkedhwithhProductivehAdvertising,hahtraditionalhadvertisinghagency.hN
owh GSI’shnewhmarketinghVPhwantshtohaddhinhotherhtypeshofhpromotionalhspecialistshandhhashaske
dh Productivehtohstarthusinghahvarietyhofhpromotionalhtoolshratherhthanhrelyinghprimarilyhonhmedia
h advertising.hThehnewhVPhishembracinghthehconcepthof



Oh internationalh marketingh communications.

Oh interdepartmentalh marketingh communications.

Oh informationalh marketingh communications.

➜ Oh integratedh marketingh communications.

Oh intradepartmentalh marketingh communications.



Ashmarketershembracedhthehconcepthofhintegratedhmarketinghcommunications,htheyhbeganhaskinghth
eirh adhagencieshtohcoordinatehthehusehofhahvarietyhofhpromotionalhtoolshratherhthanhrelyinghprimaril
yhonh mediahadvertising.hAhnumberhofhcompanieshalsohbeganhtohlookhbeyondhtraditionalhadvertisingh
agenciesh andhusehotherhtypeshofhpromotionalhspecialists.




Difficulty:h2hMedium Learningh Objective:h 01-02h Discussh the
evolutionhofhthehintegratedhmarketingh com
municationsh(IMC)hconcept.




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