Advertising and Promotion: An
Integrated Marketing Communications
ST
Perspective 13th Edition
UV
TEST BANK
IA
_A
George E. Belch
Michael A. Belch
PP
────────────────────────────────────────────────────
Comprehensive Test Bank for Instructors
RO
and Students
VE
© George E. Belch & Michael A. Belch.
D
All rights reserved. Reproduction or distribution without permission is
prohibited.
?
© BooksbyMed
, Advertising and Promotion: An Integrated Marketing Communications
Perspective – 13th Edition
(ISBN 9781266854668)
George E. Belch and Michael A. Belch
TABLE OF CONTENTS
ST
Chapter 1. An Introduction to Integrated Marketing Communications
Chapter 2. The Role of IMC in the Marketing Process
Chapter 3. Organizing for Advertising and Promotion: The Role of Ad
UV
Agencies and Other Marketing Communication Organizations
Chapter 4. Perspectives on Consumer Behavior
Chapter 5. The Communication Process
IA
Chapter 6. Source, Message, and Channel Factors
Chapter 7. Establishing Objectives and Budgeting for the Promotional Program
Chapter 8. Creative Strategy: Planning and Development
_A
Chapter 9. Creative Strategy: Implementation and Evaluation
Chapter 10. Media Planning and Strategy
Chapter 11. Evaluation of Media: Television and Radio
Chapter 12. Evaluation of Media: Magazines and Newspapers
PP
Chapter 13. Support Media
Chapter 14. Direct Marketing
Chapter 15. The Internet: Digital and Social Media
RO
Chapter 16. Sales Promotion
Chapter 17. Public Relations, Publicity, and Corporate Advertising
Chapter 18. Measuring the Effectiveness of the Promotional Program
Chapter 19. International Advertising and Promotion
VE
Chapter 20. Regulation of Advertising and Promotion
Chapter 21. Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
D
Chapter 22. Personal Selling
?
© BooksbyMed
,Student name:__________
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
ST
C) digital advertising
D) social media advertising
E) video advertising
UV
2) Prior to the development of integrated marketing communications, which promotional
function dominated in most companies?
IA
A) mass-media advertising
B) sales promotion
C) public relations
D) publicity
_A
E) direct marketing
3) According to the American Marketing Association, the organization that represents
PP
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.
RO
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
VE
D?
Version 1 1
, 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.
A) empirical
B) experiential
C) emotional
ST
D) empathetic
E) empathic
UV
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.
IA
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.
_A
6) According to the American Marketing Association’s definition of marketing, which statement
is true?
PP
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
RO
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.
VE
D?
Version 1 2
Integrated Marketing Communications
ST
Perspective 13th Edition
UV
TEST BANK
IA
_A
George E. Belch
Michael A. Belch
PP
────────────────────────────────────────────────────
Comprehensive Test Bank for Instructors
RO
and Students
VE
© George E. Belch & Michael A. Belch.
D
All rights reserved. Reproduction or distribution without permission is
prohibited.
?
© BooksbyMed
, Advertising and Promotion: An Integrated Marketing Communications
Perspective – 13th Edition
(ISBN 9781266854668)
George E. Belch and Michael A. Belch
TABLE OF CONTENTS
ST
Chapter 1. An Introduction to Integrated Marketing Communications
Chapter 2. The Role of IMC in the Marketing Process
Chapter 3. Organizing for Advertising and Promotion: The Role of Ad
UV
Agencies and Other Marketing Communication Organizations
Chapter 4. Perspectives on Consumer Behavior
Chapter 5. The Communication Process
IA
Chapter 6. Source, Message, and Channel Factors
Chapter 7. Establishing Objectives and Budgeting for the Promotional Program
Chapter 8. Creative Strategy: Planning and Development
_A
Chapter 9. Creative Strategy: Implementation and Evaluation
Chapter 10. Media Planning and Strategy
Chapter 11. Evaluation of Media: Television and Radio
Chapter 12. Evaluation of Media: Magazines and Newspapers
PP
Chapter 13. Support Media
Chapter 14. Direct Marketing
Chapter 15. The Internet: Digital and Social Media
RO
Chapter 16. Sales Promotion
Chapter 17. Public Relations, Publicity, and Corporate Advertising
Chapter 18. Measuring the Effectiveness of the Promotional Program
Chapter 19. International Advertising and Promotion
VE
Chapter 20. Regulation of Advertising and Promotion
Chapter 21. Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
D
Chapter 22. Personal Selling
?
© BooksbyMed
,Student name:__________
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
ST
C) digital advertising
D) social media advertising
E) video advertising
UV
2) Prior to the development of integrated marketing communications, which promotional
function dominated in most companies?
IA
A) mass-media advertising
B) sales promotion
C) public relations
D) publicity
_A
E) direct marketing
3) According to the American Marketing Association, the organization that represents
PP
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.
RO
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
VE
D?
Version 1 1
, 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.
A) empirical
B) experiential
C) emotional
ST
D) empathetic
E) empathic
UV
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.
IA
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.
_A
6) According to the American Marketing Association’s definition of marketing, which statement
is true?
PP
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
RO
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.
VE
D?
Version 1 2
