11/22/23,l1:45lPM SolutionslTestlBanklForlAdvertisinglandlPromotion:lAnlIntegratedlMarketi…
6/7/2020 AssignmentlPrintlView
Forl Alll Chaptersl -->l
1. Award:
Fulll ofl Funl Industriesl hasl beenl reviewingl theirl advertisingl spendingl onl traditionall medial suchl asltelevisio
n,lradio,landl print.lThel noticedl thatltheirl competitorslacrosslthelcountryl arelspendingllessl onltraditionall
advertisinglandlmorelon
,l whichl includesl onlinel search,l displayl andl videol ads,l andla
dvertisinglonlsociall media.
lonline ladvertising
lone-stopladvertising
➜ ldigitalladvertising
lsociallmedialadvertising
l videoladvertising
Advertisinglspendinglislshiftinglfromltraditionallmedial suchlasltelevision,lradio,landlprintl toldigitallforma
tsl includingl onlinel search,l displayl andl videol adsl asl welll asl advertisingl onl sociall media.l Inl 2019,lspending
l onl digitall advertisingl inl thel Unitedl Statesl surpassedl thatl spentl onl traditionall medial advertisingl (54l perc
entlvs.l46l percent)lforlthel firstltimelandlbyl 2023,l digitalladslarelforecastltolcapturelmorelthanltwo-
thirdsl oflallladvertisinglspending.
Difficulty:l 1l Easy Learningl Objective:l 01-01l Describel thel role
ofladvertisinglandlotherlpromotionall
elementslinl marketing.
https://ezto.mheducation.com/hm_marketing.tpx 1/125
about:blank 1/125
,11/22/23,l1:45lPM SolutionslTestlBanklForlAdvertisinglandlPromotion:lAnlIntegratedlMarketi…
6/7/2020 AssignmentlPrintlView
Forl Alll Chaptersl -->l
2. Award:
Accordingltolthel Americanl Marketingl Association,l thel organizationlthatlrepresentsl marketinglprofes
sionalsl inl thel Unitedl Statesl andl Canada,l marketingl isl planningl andl executingl thel conception,lpricing,l
promotion,l andl distributionl ofl ideas,l goods,l andl servicesl tol create
thatlsatisfylin
dividuallandlorganizationall objectives.
lopportunities
l plans
l advertisements
➜ lexchanges
lcontributions
Americanl Marketingl Associationl(AMA),lthel organizationlthatlrepresentslmarketinglprofessionalslinlthel
Unitedl Statesl andl Canada,l definedl marketingl asl thel processl ofl planningl andl executingl thel conception,lp
ricing,l promotion,l andl distributionl ofl ideas,l goods,l andl servicesl tol createl exchangesl thatl satisfylindividua
llandlorganizationall objectives.
Difficulty:l 1l Easy Learningl Objective:l 01-01l Describel thel role
ofladvertisinglandlotherlpromotionall
elementslinl marketing.
https://ezto.mheducation.com/hm_marketing.tpx 2/125
about:blank 2/125
,11/22/23,l1:45lPM SolutionslTestlBanklForlAdvertisinglandlPromotion:lAnlIntegratedlMarketi…
6/7/2020 AssignmentlPrintlView
Forl Alll Chaptersl -->l
3. Award:
KBlindustrieslisllearninglmorelaboutltheirlcustomers’lperceptionloflvalue.lAnlindependentlsurveylsh
owedlthatlcustomerslweighlallloflthelbenefitsloflalproductlagainstlalllthelcostsloflacquiringlandlcons
umingl it.l Benefitsl arel categorizedl asl functional, ,land/orl psychological.
lempirical
➜ lexperiential
lemotional
lempathetic
lempathic
Valuel isl thel customer’sl perceptionl oflalll ofl thel benefitsl oflal productl orl servicel weighedlagainstl alll thelco
stsl oflacquiringlandlconsumingl it.lBenefitslcanlbel functionall(thelperformancel ofl thelproduct),lexperienti
all(whatlitlfeelsllikeltoluselthelproduct),land/orlpsychologicall (feelingslsuchl aslself-
esteemlorlstatuslthatlresultlfromlowninglalparticularl brand).
Difficulty:l2lMedium LearninglObjective:l 01-01l Describelthelrole
ofladvertisinglandlotherlpromotionall
elementslinl marketing.
https://ezto.mheducation.com/hm_marketing.tpx 3/125
about:blank 3/125
, 11/22/23,l1:45lPM SolutionslTestlBanklForlAdvertisinglandlPromotion:lAnlIntegratedlMarketi…
6/7/2020 AssignmentlPrintlView
Forl Alll Chaptersl -->l
□4. Award: □
GSIl Industriesl hasl alwaysl workedl withl Productivel Advertising,l al traditionall advertisingl agency.l Nowl
GSI’slnewlmarketinglVPlwantsltoladdlinlotherltypesloflpromotionallspecialistslandlhaslaskedlProduc
tiveltolstartlusinglalvarietyloflpromotionalltoolslratherlthanlrelyinglprimarilylonlmedialadvertising.lT
helnewlVPlislembracinglthelconceptlof
l internationallmarketingl communications.
linterdepartmentallmarketinglcommunications.
l informationallmarketinglcommunications.
➜ l integratedl marketinglcommunications.
lintradepartmentallmarketinglcommunications.
Aslmarketerslembracedlthelconceptloflintegratedlmarketinglcommunications,ltheylbeganlaskingltheirl
adlagenciesltolcoordinateltheluseloflalvarietyloflpromotionalltoolslratherlthanlrelyinglprimarilylonlm
edial advertising.l Al numberl ofl companiesl alsol beganl tol lookl beyondl traditionall advertisingl agencieslan
dluselotherltypesloflpromotionallspecialists.
Difficulty:l2lMedium LearninglObjective:l01-02lDiscusslthe
evolutionloflthelintegratedlmarketingl
communicationsl(IMC)lconcept.
https://ezto.mheducation.com/hm_marketing.tpx 4/125
about:blank 4/125
6/7/2020 AssignmentlPrintlView
Forl Alll Chaptersl -->l
1. Award:
Fulll ofl Funl Industriesl hasl beenl reviewingl theirl advertisingl spendingl onl traditionall medial suchl asltelevisio
n,lradio,landl print.lThel noticedl thatltheirl competitorslacrosslthelcountryl arelspendingllessl onltraditionall
advertisinglandlmorelon
,l whichl includesl onlinel search,l displayl andl videol ads,l andla
dvertisinglonlsociall media.
lonline ladvertising
lone-stopladvertising
➜ ldigitalladvertising
lsociallmedialadvertising
l videoladvertising
Advertisinglspendinglislshiftinglfromltraditionallmedial suchlasltelevision,lradio,landlprintl toldigitallforma
tsl includingl onlinel search,l displayl andl videol adsl asl welll asl advertisingl onl sociall media.l Inl 2019,lspending
l onl digitall advertisingl inl thel Unitedl Statesl surpassedl thatl spentl onl traditionall medial advertisingl (54l perc
entlvs.l46l percent)lforlthel firstltimelandlbyl 2023,l digitalladslarelforecastltolcapturelmorelthanltwo-
thirdsl oflallladvertisinglspending.
Difficulty:l 1l Easy Learningl Objective:l 01-01l Describel thel role
ofladvertisinglandlotherlpromotionall
elementslinl marketing.
https://ezto.mheducation.com/hm_marketing.tpx 1/125
about:blank 1/125
,11/22/23,l1:45lPM SolutionslTestlBanklForlAdvertisinglandlPromotion:lAnlIntegratedlMarketi…
6/7/2020 AssignmentlPrintlView
Forl Alll Chaptersl -->l
2. Award:
Accordingltolthel Americanl Marketingl Association,l thel organizationlthatlrepresentsl marketinglprofes
sionalsl inl thel Unitedl Statesl andl Canada,l marketingl isl planningl andl executingl thel conception,lpricing,l
promotion,l andl distributionl ofl ideas,l goods,l andl servicesl tol create
thatlsatisfylin
dividuallandlorganizationall objectives.
lopportunities
l plans
l advertisements
➜ lexchanges
lcontributions
Americanl Marketingl Associationl(AMA),lthel organizationlthatlrepresentslmarketinglprofessionalslinlthel
Unitedl Statesl andl Canada,l definedl marketingl asl thel processl ofl planningl andl executingl thel conception,lp
ricing,l promotion,l andl distributionl ofl ideas,l goods,l andl servicesl tol createl exchangesl thatl satisfylindividua
llandlorganizationall objectives.
Difficulty:l 1l Easy Learningl Objective:l 01-01l Describel thel role
ofladvertisinglandlotherlpromotionall
elementslinl marketing.
https://ezto.mheducation.com/hm_marketing.tpx 2/125
about:blank 2/125
,11/22/23,l1:45lPM SolutionslTestlBanklForlAdvertisinglandlPromotion:lAnlIntegratedlMarketi…
6/7/2020 AssignmentlPrintlView
Forl Alll Chaptersl -->l
3. Award:
KBlindustrieslisllearninglmorelaboutltheirlcustomers’lperceptionloflvalue.lAnlindependentlsurveylsh
owedlthatlcustomerslweighlallloflthelbenefitsloflalproductlagainstlalllthelcostsloflacquiringlandlcons
umingl it.l Benefitsl arel categorizedl asl functional, ,land/orl psychological.
lempirical
➜ lexperiential
lemotional
lempathetic
lempathic
Valuel isl thel customer’sl perceptionl oflalll ofl thel benefitsl oflal productl orl servicel weighedlagainstl alll thelco
stsl oflacquiringlandlconsumingl it.lBenefitslcanlbel functionall(thelperformancel ofl thelproduct),lexperienti
all(whatlitlfeelsllikeltoluselthelproduct),land/orlpsychologicall (feelingslsuchl aslself-
esteemlorlstatuslthatlresultlfromlowninglalparticularl brand).
Difficulty:l2lMedium LearninglObjective:l 01-01l Describelthelrole
ofladvertisinglandlotherlpromotionall
elementslinl marketing.
https://ezto.mheducation.com/hm_marketing.tpx 3/125
about:blank 3/125
, 11/22/23,l1:45lPM SolutionslTestlBanklForlAdvertisinglandlPromotion:lAnlIntegratedlMarketi…
6/7/2020 AssignmentlPrintlView
Forl Alll Chaptersl -->l
□4. Award: □
GSIl Industriesl hasl alwaysl workedl withl Productivel Advertising,l al traditionall advertisingl agency.l Nowl
GSI’slnewlmarketinglVPlwantsltoladdlinlotherltypesloflpromotionallspecialistslandlhaslaskedlProduc
tiveltolstartlusinglalvarietyloflpromotionalltoolslratherlthanlrelyinglprimarilylonlmedialadvertising.lT
helnewlVPlislembracinglthelconceptlof
l internationallmarketingl communications.
linterdepartmentallmarketinglcommunications.
l informationallmarketinglcommunications.
➜ l integratedl marketinglcommunications.
lintradepartmentallmarketinglcommunications.
Aslmarketerslembracedlthelconceptloflintegratedlmarketinglcommunications,ltheylbeganlaskingltheirl
adlagenciesltolcoordinateltheluseloflalvarietyloflpromotionalltoolslratherlthanlrelyinglprimarilylonlm
edial advertising.l Al numberl ofl companiesl alsol beganl tol lookl beyondl traditionall advertisingl agencieslan
dluselotherltypesloflpromotionallspecialists.
Difficulty:l2lMedium LearninglObjective:l01-02lDiscusslthe
evolutionloflthelintegratedlmarketingl
communicationsl(IMC)lconcept.
https://ezto.mheducation.com/hm_marketing.tpx 4/125
about:blank 4/125
