11/22/23,g1:45gP SolutionsgTestgBankgForgAdvertisinggandgPromotion:gAngIntegratedgMark
M eti…
6/7/2020 Assignmentg Printg View
ForgAllgChaptersg-->
1. Award:
FullgofgFungIndustriesghasgbeengreviewinggtheirgadvertisinggspendinggongtraditionalgmediagsu
chgasg television,gradio,gandgprint.gThegnoticedgthat gtheirgcompetitorsgacrossgthegcountrygare
gspendingglessgong traditionalgadvertisinggandgmoregong
,gwhichgincludesgonlinegsearch,gdisplaygandgvideogad
s,gandg advertisinggongsocialgmedia.
Og onlinegadvertising
Og one-stop gadvertising
➜ Ogdigitalgadvertising
Og socialgmediagadvertising
Og videogadvertising
Advertisinggspendinggisgshiftinggfromgtraditionalgmediagsuchgasgtelevision,gradio,gandgprintgto
gdigitalg formatsgincludinggonlinegsearch,gdisplaygandgvideogadsgasgwellgasgadvertisinggongsoci
algmedia.gIng2019,g spendinggongdigitalgadvertisinggingthegUnitedgStatesgsurpassedgthatgspen
tgongtraditionalgmediag advertisingg(54gpercentgvs.g46gpercent)gforgthegfirstgtimegandgbyg2023,
gdigitalgadsgaregforecastgtogcaptureg moregthangtwo-thirdsgofgallgadvertisinggspending.
Difficulty:g1g Easy LearninggObjective:g01-01gDescribegthegrole
ofgadvertisinggandgothergpromotionalg ele
mentsgingmarketing.
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M eti…
6/7/2020 Assignmentg Printg View
ForgAllgChaptersg-->
2. Award:
AccordinggtogthegAmericangMarketinggAssociation, gthegorganizationgthat grepresentsgmarket
ingg professionalsgingthegUnitedgStatesgandgCanada,gmarketinggisgplanninggandgexecutinggt
hegconception,g pricing,gpromotion,gandgdistributiongofgideas,ggoods,gandgservicesgtogcrea
teg
thatgsatisfyg
individualgandgorganizationalgobjectives.
Og opportunities
Og plans
Og advertisements
➜ Og exchanges
Og contributions
AmericangMarketinggAssociationg(AMA),gthegorganizationgthat grepresentsgmarketinggprofessionalsgi
ngtheg UnitedgStatesgandgCanada,gdefinedgmarketinggasgthegprocessgofgplanninggandgexecutinggt
hegconception,g pricing,gpromotion,gandgdistributiongofgideas,ggoods,gandgservicesgtogcreategexc
hangesgthatgsatisfyg individualgandgorganizationalgobjectives.
Difficulty:g1g Easy LearninggObjective:g01-01gDescribegthegrole
ofgadvertisinggandgothergpromotionalg ele
mentsgingmarketing.
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,11/22/23,g1:45gP SolutionsgTestgBankgForgAdvertisinggandgPromotion:gAngIntegratedgMark
M eti…
6/7/2020 Assignmentg Printg View
ForgAllgChaptersg-->
3. Award:
KBgindustriesgisglearninggmoregabout gtheirgcustomers’gperceptiongofgvalue.gAngindepende
ntgsurveyg showedgthatgcustomersgweighgallgof gthegbenefitsgofgagproductgagainst gallgthe
gcostsgofgacquiringgandg consuminggit.gBenefitsgaregcategorizedgasgfunctional,g
,gand/orgpsychological.
Og empirical
➜ Ogexperientia
lgOgemotion
algOgempath
eticgOgemp
athic
Valuegisgthegcustomer’sgperceptiongofgallgofgthegbenefitsgofgagproductgorgservicegweighedgagain
stgallgtheg costsgofgacquiringgandgconsuminggit.gBenefitsgcangbegfunctionalg(thegperformancegofg
thegproduct),g experientialg(whatgitgfeelsglikegtogusegthegproduct),gand/orgpsychologicalg(feelingsg
suchgasgself-esteemgorg statusgthatgresultgfromgowninggagparticulargbrand).
Difficulty:g2gMedium LearninggObjective:g01-01gDescribegthegrole
ofgadvertisinggandgothergpromotionalg ele
mentsgingmarketing.
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ForgAllgChaptersg-->
◻4. Award: ◻
GSIgIndustriesghasgalwaysgworkedgwithgProductivegAdvertising,gagtraditionalgadvertisinggagen
cy.gNowg GSI’sgnewgmarketinggVPgwantsgtogaddgingothergtypesgofgpromotionalgspecialists
gandghasgasked
Productivegtogstartgusinggagvarietygofgpromotionalgtoolsgrathergthangrelyinggprimarilygong
mediag advertising.gThegnewgVPgisgembracinggthegconcept gof
Og internationalg marketingg communications.
Og interdepartmentalg marketingg communications.
Og informationalg marketingg communications.
➜ Ogintegratedgmarketinggcommunications.
Og intradepartmentalg marketingg communications.
Asgmarketersgembracedgthegconceptgof gintegratedgmarketinggcommunications,gtheygbegangask
inggtheirg adgagenciesgtogcoordinategthegusegofgagvarietygof gpromotionalgtoolsgrathergthang
relyinggprimarilygong mediagadvertising.gAgnumbergofgcompaniesgalsogbegangtoglookgbeyond
gtraditionalgadvertisinggagenciesg andgusegothergtypesgofgpromotionalgspecialists.
Difficulty:g2g Medium Learningg Objective:g 01-02g Discussg the
evolutiongofgthegintegratedgmarket
ingg communicationsg(IMC)gconc
ept.
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about:blank 4/125
M eti…
6/7/2020 Assignmentg Printg View
ForgAllgChaptersg-->
1. Award:
FullgofgFungIndustriesghasgbeengreviewinggtheirgadvertisinggspendinggongtraditionalgmediagsu
chgasg television,gradio,gandgprint.gThegnoticedgthat gtheirgcompetitorsgacrossgthegcountrygare
gspendingglessgong traditionalgadvertisinggandgmoregong
,gwhichgincludesgonlinegsearch,gdisplaygandgvideogad
s,gandg advertisinggongsocialgmedia.
Og onlinegadvertising
Og one-stop gadvertising
➜ Ogdigitalgadvertising
Og socialgmediagadvertising
Og videogadvertising
Advertisinggspendinggisgshiftinggfromgtraditionalgmediagsuchgasgtelevision,gradio,gandgprintgto
gdigitalg formatsgincludinggonlinegsearch,gdisplaygandgvideogadsgasgwellgasgadvertisinggongsoci
algmedia.gIng2019,g spendinggongdigitalgadvertisinggingthegUnitedgStatesgsurpassedgthatgspen
tgongtraditionalgmediag advertisingg(54gpercentgvs.g46gpercent)gforgthegfirstgtimegandgbyg2023,
gdigitalgadsgaregforecastgtogcaptureg moregthangtwo-thirdsgofgallgadvertisinggspending.
Difficulty:g1g Easy LearninggObjective:g01-01gDescribegthegrole
ofgadvertisinggandgothergpromotionalg ele
mentsgingmarketing.
https://ezto.mheducation.com/hm_marketing.tpx 1/125
about:blank 1/125
,11/22/23,g1:45gP SolutionsgTestgBankgForgAdvertisinggandgPromotion:gAngIntegratedgMark
M eti…
6/7/2020 Assignmentg Printg View
ForgAllgChaptersg-->
2. Award:
AccordinggtogthegAmericangMarketinggAssociation, gthegorganizationgthat grepresentsgmarket
ingg professionalsgingthegUnitedgStatesgandgCanada,gmarketinggisgplanninggandgexecutinggt
hegconception,g pricing,gpromotion,gandgdistributiongofgideas,ggoods,gandgservicesgtogcrea
teg
thatgsatisfyg
individualgandgorganizationalgobjectives.
Og opportunities
Og plans
Og advertisements
➜ Og exchanges
Og contributions
AmericangMarketinggAssociationg(AMA),gthegorganizationgthat grepresentsgmarketinggprofessionalsgi
ngtheg UnitedgStatesgandgCanada,gdefinedgmarketinggasgthegprocessgofgplanninggandgexecutinggt
hegconception,g pricing,gpromotion,gandgdistributiongofgideas,ggoods,gandgservicesgtogcreategexc
hangesgthatgsatisfyg individualgandgorganizationalgobjectives.
Difficulty:g1g Easy LearninggObjective:g01-01gDescribegthegrole
ofgadvertisinggandgothergpromotionalg ele
mentsgingmarketing.
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about:blank 2/125
,11/22/23,g1:45gP SolutionsgTestgBankgForgAdvertisinggandgPromotion:gAngIntegratedgMark
M eti…
6/7/2020 Assignmentg Printg View
ForgAllgChaptersg-->
3. Award:
KBgindustriesgisglearninggmoregabout gtheirgcustomers’gperceptiongofgvalue.gAngindepende
ntgsurveyg showedgthatgcustomersgweighgallgof gthegbenefitsgofgagproductgagainst gallgthe
gcostsgofgacquiringgandg consuminggit.gBenefitsgaregcategorizedgasgfunctional,g
,gand/orgpsychological.
Og empirical
➜ Ogexperientia
lgOgemotion
algOgempath
eticgOgemp
athic
Valuegisgthegcustomer’sgperceptiongofgallgofgthegbenefitsgofgagproductgorgservicegweighedgagain
stgallgtheg costsgofgacquiringgandgconsuminggit.gBenefitsgcangbegfunctionalg(thegperformancegofg
thegproduct),g experientialg(whatgitgfeelsglikegtogusegthegproduct),gand/orgpsychologicalg(feelingsg
suchgasgself-esteemgorg statusgthatgresultgfromgowninggagparticulargbrand).
Difficulty:g2gMedium LearninggObjective:g01-01gDescribegthegrole
ofgadvertisinggandgothergpromotionalg ele
mentsgingmarketing.
https://ezto.mheducation.com/hm_marketing.tpx 3/125
about:blank 3/125
, 11/22/23,g1:45gP SolutionsgTestgBankgForgAdvertisinggandgPromotion:gAngIntegratedgMark
M eti…
6/7/2020 Assignmentg Printg View
ForgAllgChaptersg-->
◻4. Award: ◻
GSIgIndustriesghasgalwaysgworkedgwithgProductivegAdvertising,gagtraditionalgadvertisinggagen
cy.gNowg GSI’sgnewgmarketinggVPgwantsgtogaddgingothergtypesgofgpromotionalgspecialists
gandghasgasked
Productivegtogstartgusinggagvarietygofgpromotionalgtoolsgrathergthangrelyinggprimarilygong
mediag advertising.gThegnewgVPgisgembracinggthegconcept gof
Og internationalg marketingg communications.
Og interdepartmentalg marketingg communications.
Og informationalg marketingg communications.
➜ Ogintegratedgmarketinggcommunications.
Og intradepartmentalg marketingg communications.
Asgmarketersgembracedgthegconceptgof gintegratedgmarketinggcommunications,gtheygbegangask
inggtheirg adgagenciesgtogcoordinategthegusegofgagvarietygof gpromotionalgtoolsgrathergthang
relyinggprimarilygong mediagadvertising.gAgnumbergofgcompaniesgalsogbegangtoglookgbeyond
gtraditionalgadvertisinggagenciesg andgusegothergtypesgofgpromotionalgspecialists.
Difficulty:g2g Medium Learningg Objective:g 01-02g Discussg the
evolutiongofgthegintegratedgmarket
ingg communicationsg(IMC)gconc
ept.
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about:blank 4/125
