TEST BANK
Advertising and Promotion: An Integrated Marketing Communications
Perspective, 11th Edition
by George Belch, Michael Belch
ST
U
D
YL
AB
, Table of Content
PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
1. An Introduction to Integrated Marketing Communications
2. The Role of IMC in the Marketing Process
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION
ANALYSIS
3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing
Communication Organizations
4. Perspectives on Consumer Behavior
PART THREE: ANALYZING THE COMMUNICATION PROCESS
ST
5. The Communication Process
6. Source, Message, and Channel Factors
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING
COMMUNICATIONS PROGRAMS
U
7. Establishing Objectives and Budgeting for the Promotional Program
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS
PROGRAM
D
8. Creative Strategy: Planning and Development
YL
9. Creative Strategy: Implementation and Evaluation
10. Media Planning and Strategy
11. Evaluation of Media: Television and Radio
12. Evaluation of Media: Magazines and Newspapers
AB
13. Support Media
14. Direct Marketing
15. The Internet: Digital and Social Media
Chapter 16: Sales Promotion
17. Public Relations, Publicity, and Corporate Advertising
PART SIX: MONITORING, EVALUATION, AND CONTROL
18. Measuring the Effectiveness of the Promotional Program
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
19. International Advertising and Promotion
20. Regulation of Advertising and Promotion
,21. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
22. Personal Selling (Online Only)
ST
U
D
YL
AB
, Chapter 01 Test Bank
Student: ___________________________________________________________________________
1. Digital/online advertising account for the majority of companies' marketing communications expenditures.
True False
2. Not all marketing transactions involve the exchange of money for a product or service.
True False
ST
3. The status gained from owning a particular brand is an example of a functional benefit.
True False
U
4. As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.
True False
D
5. The integrated marketing communications approach calls for a centralized messaging function so that everything a company says
and does communicates a common theme and positioning.
YL
True False
6. The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand
and shareholder value.
AB
True False
7. One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various
communications functions.
True False
01-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Advertising and Promotion: An Integrated Marketing Communications
Perspective, 11th Edition
by George Belch, Michael Belch
ST
U
D
YL
AB
, Table of Content
PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
1. An Introduction to Integrated Marketing Communications
2. The Role of IMC in the Marketing Process
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION
ANALYSIS
3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing
Communication Organizations
4. Perspectives on Consumer Behavior
PART THREE: ANALYZING THE COMMUNICATION PROCESS
ST
5. The Communication Process
6. Source, Message, and Channel Factors
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING
COMMUNICATIONS PROGRAMS
U
7. Establishing Objectives and Budgeting for the Promotional Program
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS
PROGRAM
D
8. Creative Strategy: Planning and Development
YL
9. Creative Strategy: Implementation and Evaluation
10. Media Planning and Strategy
11. Evaluation of Media: Television and Radio
12. Evaluation of Media: Magazines and Newspapers
AB
13. Support Media
14. Direct Marketing
15. The Internet: Digital and Social Media
Chapter 16: Sales Promotion
17. Public Relations, Publicity, and Corporate Advertising
PART SIX: MONITORING, EVALUATION, AND CONTROL
18. Measuring the Effectiveness of the Promotional Program
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
19. International Advertising and Promotion
20. Regulation of Advertising and Promotion
,21. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
22. Personal Selling (Online Only)
ST
U
D
YL
AB
, Chapter 01 Test Bank
Student: ___________________________________________________________________________
1. Digital/online advertising account for the majority of companies' marketing communications expenditures.
True False
2. Not all marketing transactions involve the exchange of money for a product or service.
True False
ST
3. The status gained from owning a particular brand is an example of a functional benefit.
True False
U
4. As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.
True False
D
5. The integrated marketing communications approach calls for a centralized messaging function so that everything a company says
and does communicates a common theme and positioning.
YL
True False
6. The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand
and shareholder value.
AB
True False
7. One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various
communications functions.
True False
01-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
