Advertising and Promotion An Integrated Marketing
Communications Perspective 11Th Edition By
George Belch - Test Bank Chapter (1 to 22)
01-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written
consent of
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,Content: _
Chapter 01 Test Bank
Chapter 02 Test Bank
Chapter 03 Test Bank
Chapter 04 Test Bank
Chapter 05 Test Bank
Chapter 06 Test Bank
Chapter 07 Test Bank
Chapter 08 Test Bank
Chapter 09 Test Bank
Chapter 10 Test Bank
Chapter 11 Test Bank
Chapter 12 Test Bank
Chapter 13 Test Bank
Chapter 14 Test Bank
Chapter 15 Test Bank
Chapter 16 Test Bank
Chapter 17 Test Bank
Chapter 18 Test Bank
Chapter 19 Test Bank
Chapter 20 Test Bank
Chapter 22 Test Bank
01-2
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written
consent of
McGraw-Hill Education.
, 01-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written
consent of
McGraw-Hill Education.
, Chapter 01 Test Bank
Student:
___________________________________________________________________________
1. Digital/online advertising account for the majority of companies' marketing
communications expenditures. True False
2. Not all marketing transactions involve the exchange of money for a product or
service. True False
3. The status gained from owning a particular brand is an example of a functional
benefit. True False
4. As marketers embraced the concept of integrated marketing communications,
they began to rely primarily on media advertising. True False
5. The integrated marketing communications approach calls for a centralized
messaging function so that everything a company says and does communicates a
common theme and positioning. True False
6. The goal of integrated marketing communications (IMC) is to generate both short-
term financial returns and build long-term brand and shareholder value. True
False
01-4
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written
consent of
McGraw-Hill Education.
Communications Perspective 11Th Edition By
George Belch - Test Bank Chapter (1 to 22)
01-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written
consent of
McGraw-Hill Education.
,Content: _
Chapter 01 Test Bank
Chapter 02 Test Bank
Chapter 03 Test Bank
Chapter 04 Test Bank
Chapter 05 Test Bank
Chapter 06 Test Bank
Chapter 07 Test Bank
Chapter 08 Test Bank
Chapter 09 Test Bank
Chapter 10 Test Bank
Chapter 11 Test Bank
Chapter 12 Test Bank
Chapter 13 Test Bank
Chapter 14 Test Bank
Chapter 15 Test Bank
Chapter 16 Test Bank
Chapter 17 Test Bank
Chapter 18 Test Bank
Chapter 19 Test Bank
Chapter 20 Test Bank
Chapter 22 Test Bank
01-2
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written
consent of
McGraw-Hill Education.
, 01-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written
consent of
McGraw-Hill Education.
, Chapter 01 Test Bank
Student:
___________________________________________________________________________
1. Digital/online advertising account for the majority of companies' marketing
communications expenditures. True False
2. Not all marketing transactions involve the exchange of money for a product or
service. True False
3. The status gained from owning a particular brand is an example of a functional
benefit. True False
4. As marketers embraced the concept of integrated marketing communications,
they began to rely primarily on media advertising. True False
5. The integrated marketing communications approach calls for a centralized
messaging function so that everything a company says and does communicates a
common theme and positioning. True False
6. The goal of integrated marketing communications (IMC) is to generate both short-
term financial returns and build long-term brand and shareholder value. True
False
01-4
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written
consent of
McGraw-Hill Education.
