Test Bank Advertising and Promotion An Integrated Marketing Communications Perspective, 13th Edition by George Belch/Updated

TEST BANK Advertising and Promotion An Integrated Marketing Communications
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Perspective 13th Edition
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Chapter 01: An Introduction to Integrated Marketing Communications
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1) A consumer products company has been reviewing its advertising spending on
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ix traditional media such as television, radio, and print. The company noticed that its
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ix competitors across the country are spending less on traditional advertising and more
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i x on , which ix




ix includes online search, display and video ads, and advertising on social
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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
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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
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ix marketing professionals in the United States and Canada, marketing is the process of
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i x planning and executing the conception, pricing, promotion, and distribution of ideas,
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ix goods, and services to create that satisfy individual and organizational
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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
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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
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ix categorized as functional, ix ix , and/or ix




ix psychological.




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, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic


5) Which ix scenario best illustrates a marketing exchange?
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A) The waitress gave Emilio a menu and he placed his food order.
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B) Ryan helped Joslynn replace the air filter in her furnace.
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C) Nash and Janelle gave their son a skateboard for his birthday.
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D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
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E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
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6) According to the American Marketing Association’s definition of marketing,
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ix which statement is true?
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A) Most marketers are seeking a one-time exchange or transaction with their customers.
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B) The focus of production-driven companies is on developing and
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sustaining relationships with their customers.
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C) Successful companies recognize that creating and delivering value to their
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customers is extremely important.
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D) Though marketing plays an important role in developing relationships
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with customers, it does not help in maintaining them.
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E) By definition, a marketing transaction must involve the exchange of money.
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7) Value can best be defined as
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A) the coordination of all seller-initiated efforts to set up channels of information
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and persuasion in order to sell goods and services or promote an
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idea.
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B) the combination of factors like name, logo, design, and packaging that comes to
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mind when consumers think about a brand.
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C) the desire and ability of two or more parties to exchange something of
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importance with one another.
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D) the customer’s perception of all of the benefits of a product or service
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weighed against all the costs of acquiring and consuming it.
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E) the amount of funds invested by the shareholders of a company in promoting
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its product portfolio.
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,8) The four Ps of the marketing mix are product, price, promotion, and
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A) people.
B) place.
C) package.
D) process.
E) perception.



9) Price, ix product, place, and promotion together form the
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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
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i advertising agency. Now CBX’s new marketing VP wants to add in other types of
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i promotional specialists and has asked On-Point to start using a variety of
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promotional
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tools rather than relying primarily on media advertising. The new VP is embracing the
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concept of
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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
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i x to deliver on the brand promise, strengthen customer relationships, and deepen customer
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ix loyalty. By using an integrated marketing communications approach to its messaging
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ix function, everything the company says and does will communicate a common theme and
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i x positioning.
A) organize
B) centralize
C) energize
D) formalize
E) maximize




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, 12) Acme Industries’ goals are to both generate short-term financial returns and build long-
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ix term brand and shareholder value. The company has chosen to use a strategic business
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i process called to plan, develop, execute, and evaluate coordinated, measurable,
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ix persuasive brand communications programs over time with consumers, customers,
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ix prospects, employees, associates, and other targeted relevant external and internal
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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
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i company used sales promotions and public relations to achieve the long-term targets
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i and goals identified by its top management. In addition, the company opted for direct
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ix marketing on a project-to-project basis. The combination of these various promotional
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ix tools is commonly referred to as
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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
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ix such as direct marketing, public relations, and sales promotion is known
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i x as
A) media fragmentation. ix




B) micromarketing.
C) integrated marketing communications. ix ix




D) social media. ix




E) digital advertising. ix




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