TEST BANK Advertising and Promotion An Integrated Marketing Communications
ix ix ix ix ix ix ix ix
Perspective 13th Edition
ix ix ix
Chapter 01: An Introduction to Integrated Marketing Communications
ix ix ix ix ix ix ix
1) A consumer products company has been reviewing its advertising spending on
ix ix ix ix ix ix ix ix ix ix
ix traditional media such as television, radio, and print. The company noticed that its
ix ix ix ix ix ix ix ix ix ix ix ix
ix competitors across the country are spending less on traditional advertising and more
ix ix ix ix ix ix ix ix ix ix ix
i x on , which ix
ix includes online search, display and video ads, and advertising on social
i x i x i x i x i x i x i x i x i x i x
i x media.
A) online advertising ix
B) one-stop advertising ix
C) digital advertising ix
D) social media advertising ix ix
E) video advertising ix
2) Prior to the development of integrated marketing communications, which
ix ix ix ix ix ix ix ix
ix promotional function dominated in most companies? ix ix ix ix ix
A) mass-media advertising ix
B) sales promotion ix
C) public relations ix
D) publicity
E) direct marketing ix
3) According to the American Marketing Association, the organization that represents
ix ix ix ix ix ix ix ix ix
ix marketing professionals in the United States and Canada, marketing is the process of
ix ix ix ix ix ix ix ix ix ix ix ix
i x planning and executing the conception, pricing, promotion, and distribution of ideas,
ix ix ix ix ix ix ix ix ix ix
ix goods, and services to create that satisfy individual and organizational
i x i x i x i x i x i x i x i x i x
i x objectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
4) Ashton industries is learning more about its customers’ perception of value. An
ix ix ix ix ix ix ix ix ix ix ix
i xindependent survey showed that Ashton’s customers weigh all of the i x i x i x i x i x i x i x i x i x
i x benefits of a product against all the costs of acquiring and consuming it. Benefits are
i x i x ix ix ix ix ix ix ix ix ix ix ix ix
ix categorized as functional, ix ix , and/or ix
ix psychological.
1
, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which ix scenario best illustrates a marketing exchange?
ix ix ix ix ix
A) The waitress gave Emilio a menu and he placed his food order.
ix ix ix ix ix ix ix ix ix ix ix
B) Ryan helped Joslynn replace the air filter in her furnace.
ix ix ix ix ix ix ix ix ix
C) Nash and Janelle gave their son a skateboard for his birthday.
ix ix ix ix ix ix ix ix ix ix
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
ix ix ix ix ix ix ix ix ix ix ix ix ix ix
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
ix ix ix ix ix ix ix ix ix ix ix ix ix
6) According to the American Marketing Association’s definition of marketing,
ix ix ix ix ix ix ix ix
ix which statement is true?
ix ix ix
A) Most marketers are seeking a one-time exchange or transaction with their customers.
ix ix ix ix ix ix ix ix ix ix ix
B) The focus of production-driven companies is on developing and
ix ix ix ix ix ix ix ix
sustaining relationships with their customers.
ix ix ix ix ix
C) Successful companies recognize that creating and delivering value to their
ix ix ix ix ix ix ix ix ix
customers is extremely important.
ix ix ix ix
D) Though marketing plays an important role in developing relationships
ix ix ix ix ix ix ix ix
with customers, it does not help in maintaining them.
ix ix ix ix ix ix ix ix ix
E) By definition, a marketing transaction must involve the exchange of money.
ix ix ix ix ix ix ix ix ix ix
7) Value can best be defined as
ix ix ix ix ix
A) the coordination of all seller-initiated efforts to set up channels of information
ix ix ix ix ix ix ix ix ix ix ix
and persuasion in order to sell goods and services or promote an
ix i x i x i x i x i x i x i x i x i x i x i x
idea.
i x
B) the combination of factors like name, logo, design, and packaging that comes to
ix ix ix ix ix ix ix ix ix ix ix ix
mind when consumers think about a brand.
ix ix ix ix ix ix ix
C) the desire and ability of two or more parties to exchange something of
ix ix ix ix ix ix ix ix ix ix ix ix
importance with one another.
ix ix ix ix
D) the customer’s perception of all of the benefits of a product or service
ix ix ix ix ix ix ix ix ix ix ix ix
weighed against all the costs of acquiring and consuming it.
ix i x ix ix i x ix ix ix i x ix
E) the amount of funds invested by the shareholders of a company in promoting
ix ix ix ix ix ix ix ix ix ix ix ix
its product portfolio.
ix ix ix
2
,8) The four Ps of the marketing mix are product, price, promotion, and
ix ix ix ix ix ix ix ix ix ix ix
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, ix product, place, and promotion together form the
ix ix ix ix ix ix
A) points-of-parity.
B) promotional mix. ix
C) marketing mix. ix
D) supply chain components. ix ix
E) exchange mix. ix
10) CBX Industries has always worked with On-Point Advertising, a traditional
ix ix ix ix ix ix ix ix ix
i advertising agency. Now CBX’s new marketing VP wants to add in other types of
x ix ix ix ix ix ix ix ix ix ix ix ix ix
i promotional specialists and has asked On-Point to start using a variety of
x ix ix ix ix ix ix ix ix ix ix ix
promotional
ix
tools rather than relying primarily on media advertising. The new VP is embracing the
ix ix ix ix ix ix ix ix ix ix ix ix ix
concept of
i x ix
A) international marketing communications. ix ix
B) interdepartmental marketing communications. ix ix
C) informational marketing communications. ix ix
D) integrated marketing communications. ix ix
E) intradepartmental marketing communications. ix ix
11) A nationwide retailer recognizes the importance of identifying every opportunity
i x i x i x i x i x i x i x i x i x
i x to deliver on the brand promise, strengthen customer relationships, and deepen customer
ix ix ix ix ix ix ix ix ix ix ix
ix loyalty. By using an integrated marketing communications approach to its messaging
ix ix ix ix ix ix ix ix ix
ix function, everything the company says and does will communicate a common theme and
ix ix ix ix ix ix ix ix ix ix ix ix
i x positioning.
A) organize
B) centralize
C) energize
D) formalize
E) maximize
3
, 12) Acme Industries’ goals are to both generate short-term financial returns and build long-
ix ix ix ix ix ix ix ix ix ix ix ix
ix term brand and shareholder value. The company has chosen to use a strategic business
ix ix ix ix ix ix ix ix ix ix ix ix ix
i process called to plan, develop, execute, and evaluate coordinated, measurable,
x ix i x ix ix ix ix ix ix ix
ix persuasive brand communications programs over time with consumers, customers,
ix ix ix ix ix ix ix ix
ix prospects, employees, associates, and other targeted relevant external and internal
ix ix ix ix ix ix ix ix ix
ix audiences.
A) international marketing communications ix ix
B) interdepartmental marketing communications ix ix
C) informational marketing communications ix ix
D) integrated marketing communications ix ix
E) intradepartmental marketing communications ix ix
13) A new athletic wear company used mass media to gain traction among customers. The
ix ix ix ix ix ix ix ix ix ix ix ix ix
i company used sales promotions and public relations to achieve the long-term targets
x ix ix ix ix ix ix ix ix ix ix ix
i and goals identified by its top management. In addition, the company opted for direct
x ix ix ix ix ix ix ix ix ix ix ix ix ix
ix marketing on a project-to-project basis. The combination of these various promotional
ix ix ix ix ix ix ix ix ix ix
ix tools is commonly referred to as
ix ix ix ix ix
A) mobile marketing. ix
B) sales promotion activities. ix ix
C) integrated marketing communications. ix ix
D) omnichannel retailing. ix
E) search advertising ix
14) The process of combining mass-media advertisements with other promotional elements
ix ix ix ix ix ix ix ix ix
ix such as direct marketing, public relations, and sales promotion is known
i x i x i x i x i x i x i x i x i x i x
i x as
A) media fragmentation. ix
B) micromarketing.
C) integrated marketing communications. ix ix
D) social media. ix
E) digital advertising. ix
4
ix ix ix ix ix ix ix ix
Perspective 13th Edition
ix ix ix
Chapter 01: An Introduction to Integrated Marketing Communications
ix ix ix ix ix ix ix
1) A consumer products company has been reviewing its advertising spending on
ix ix ix ix ix ix ix ix ix ix
ix traditional media such as television, radio, and print. The company noticed that its
ix ix ix ix ix ix ix ix ix ix ix ix
ix competitors across the country are spending less on traditional advertising and more
ix ix ix ix ix ix ix ix ix ix ix
i x on , which ix
ix includes online search, display and video ads, and advertising on social
i x i x i x i x i x i x i x i x i x i x
i x media.
A) online advertising ix
B) one-stop advertising ix
C) digital advertising ix
D) social media advertising ix ix
E) video advertising ix
2) Prior to the development of integrated marketing communications, which
ix ix ix ix ix ix ix ix
ix promotional function dominated in most companies? ix ix ix ix ix
A) mass-media advertising ix
B) sales promotion ix
C) public relations ix
D) publicity
E) direct marketing ix
3) According to the American Marketing Association, the organization that represents
ix ix ix ix ix ix ix ix ix
ix marketing professionals in the United States and Canada, marketing is the process of
ix ix ix ix ix ix ix ix ix ix ix ix
i x planning and executing the conception, pricing, promotion, and distribution of ideas,
ix ix ix ix ix ix ix ix ix ix
ix goods, and services to create that satisfy individual and organizational
i x i x i x i x i x i x i x i x i x
i x objectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
4) Ashton industries is learning more about its customers’ perception of value. An
ix ix ix ix ix ix ix ix ix ix ix
i xindependent survey showed that Ashton’s customers weigh all of the i x i x i x i x i x i x i x i x i x
i x benefits of a product against all the costs of acquiring and consuming it. Benefits are
i x i x ix ix ix ix ix ix ix ix ix ix ix ix
ix categorized as functional, ix ix , and/or ix
ix psychological.
1
, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which ix scenario best illustrates a marketing exchange?
ix ix ix ix ix
A) The waitress gave Emilio a menu and he placed his food order.
ix ix ix ix ix ix ix ix ix ix ix
B) Ryan helped Joslynn replace the air filter in her furnace.
ix ix ix ix ix ix ix ix ix
C) Nash and Janelle gave their son a skateboard for his birthday.
ix ix ix ix ix ix ix ix ix ix
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
ix ix ix ix ix ix ix ix ix ix ix ix ix ix
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
ix ix ix ix ix ix ix ix ix ix ix ix ix
6) According to the American Marketing Association’s definition of marketing,
ix ix ix ix ix ix ix ix
ix which statement is true?
ix ix ix
A) Most marketers are seeking a one-time exchange or transaction with their customers.
ix ix ix ix ix ix ix ix ix ix ix
B) The focus of production-driven companies is on developing and
ix ix ix ix ix ix ix ix
sustaining relationships with their customers.
ix ix ix ix ix
C) Successful companies recognize that creating and delivering value to their
ix ix ix ix ix ix ix ix ix
customers is extremely important.
ix ix ix ix
D) Though marketing plays an important role in developing relationships
ix ix ix ix ix ix ix ix
with customers, it does not help in maintaining them.
ix ix ix ix ix ix ix ix ix
E) By definition, a marketing transaction must involve the exchange of money.
ix ix ix ix ix ix ix ix ix ix
7) Value can best be defined as
ix ix ix ix ix
A) the coordination of all seller-initiated efforts to set up channels of information
ix ix ix ix ix ix ix ix ix ix ix
and persuasion in order to sell goods and services or promote an
ix i x i x i x i x i x i x i x i x i x i x i x
idea.
i x
B) the combination of factors like name, logo, design, and packaging that comes to
ix ix ix ix ix ix ix ix ix ix ix ix
mind when consumers think about a brand.
ix ix ix ix ix ix ix
C) the desire and ability of two or more parties to exchange something of
ix ix ix ix ix ix ix ix ix ix ix ix
importance with one another.
ix ix ix ix
D) the customer’s perception of all of the benefits of a product or service
ix ix ix ix ix ix ix ix ix ix ix ix
weighed against all the costs of acquiring and consuming it.
ix i x ix ix i x ix ix ix i x ix
E) the amount of funds invested by the shareholders of a company in promoting
ix ix ix ix ix ix ix ix ix ix ix ix
its product portfolio.
ix ix ix
2
,8) The four Ps of the marketing mix are product, price, promotion, and
ix ix ix ix ix ix ix ix ix ix ix
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, ix product, place, and promotion together form the
ix ix ix ix ix ix
A) points-of-parity.
B) promotional mix. ix
C) marketing mix. ix
D) supply chain components. ix ix
E) exchange mix. ix
10) CBX Industries has always worked with On-Point Advertising, a traditional
ix ix ix ix ix ix ix ix ix
i advertising agency. Now CBX’s new marketing VP wants to add in other types of
x ix ix ix ix ix ix ix ix ix ix ix ix ix
i promotional specialists and has asked On-Point to start using a variety of
x ix ix ix ix ix ix ix ix ix ix ix
promotional
ix
tools rather than relying primarily on media advertising. The new VP is embracing the
ix ix ix ix ix ix ix ix ix ix ix ix ix
concept of
i x ix
A) international marketing communications. ix ix
B) interdepartmental marketing communications. ix ix
C) informational marketing communications. ix ix
D) integrated marketing communications. ix ix
E) intradepartmental marketing communications. ix ix
11) A nationwide retailer recognizes the importance of identifying every opportunity
i x i x i x i x i x i x i x i x i x
i x to deliver on the brand promise, strengthen customer relationships, and deepen customer
ix ix ix ix ix ix ix ix ix ix ix
ix loyalty. By using an integrated marketing communications approach to its messaging
ix ix ix ix ix ix ix ix ix
ix function, everything the company says and does will communicate a common theme and
ix ix ix ix ix ix ix ix ix ix ix ix
i x positioning.
A) organize
B) centralize
C) energize
D) formalize
E) maximize
3
, 12) Acme Industries’ goals are to both generate short-term financial returns and build long-
ix ix ix ix ix ix ix ix ix ix ix ix
ix term brand and shareholder value. The company has chosen to use a strategic business
ix ix ix ix ix ix ix ix ix ix ix ix ix
i process called to plan, develop, execute, and evaluate coordinated, measurable,
x ix i x ix ix ix ix ix ix ix
ix persuasive brand communications programs over time with consumers, customers,
ix ix ix ix ix ix ix ix
ix prospects, employees, associates, and other targeted relevant external and internal
ix ix ix ix ix ix ix ix ix
ix audiences.
A) international marketing communications ix ix
B) interdepartmental marketing communications ix ix
C) informational marketing communications ix ix
D) integrated marketing communications ix ix
E) intradepartmental marketing communications ix ix
13) A new athletic wear company used mass media to gain traction among customers. The
ix ix ix ix ix ix ix ix ix ix ix ix ix
i company used sales promotions and public relations to achieve the long-term targets
x ix ix ix ix ix ix ix ix ix ix ix
i and goals identified by its top management. In addition, the company opted for direct
x ix ix ix ix ix ix ix ix ix ix ix ix ix
ix marketing on a project-to-project basis. The combination of these various promotional
ix ix ix ix ix ix ix ix ix ix
ix tools is commonly referred to as
ix ix ix ix ix
A) mobile marketing. ix
B) sales promotion activities. ix ix
C) integrated marketing communications. ix ix
D) omnichannel retailing. ix
E) search advertising ix
14) The process of combining mass-media advertisements with other promotional elements
ix ix ix ix ix ix ix ix ix
ix such as direct marketing, public relations, and sales promotion is known
i x i x i x i x i x i x i x i x i x i x
i x as
A) media fragmentation. ix
B) micromarketing.
C) integrated marketing communications. ix ix
D) social media. ix
E) digital advertising. ix
4
