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