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TABLE OF CONTENTS
Test Bank: Advertising and Promotion: An Integrated Marketing
Communications Perspective, 12th Edition
Authors: George Belch, Michael Belch
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
5. The Communication Process
6. Source, Message, and Channel Factors
Part Four: Objectives and Budgeting for Integrated Marketing
Communications Programs
7. Establishing Objectives and Budgeting for the Promotional Program
Part Five: Developing the Integrated Marketing Communications Program
8. Creative Strategy: Planning and Development
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
13. Support Media
14. Direct Marketing
15. The Internet: Digital and Social Media
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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)
, STUVIA?_APPROVED??
Chapter 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
Student name:
1) Full of Fun Industries has been reviewing their advertising spending on traditional media
such as television, radio, and print. The noticed that their 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
C) digital advertising
D) social media advertising
E) video advertising
2) According to the American Marketing Association, the organization that represents
marketing professionals in the United States and Canada, marketing is planning and
executing the conception, pricing, promotion, and distribution of ideas, goods, and services
to create that satisfy individual and organizational objectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
3) KB industries is learning more about their customers’ perception of value. An independent
survey showed that 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
D) empathetic
E) empathic
, STUVIA?_APPROVED??
TABLE OF CONTENTS
Test Bank: Advertising and Promotion: An Integrated Marketing
Communications Perspective, 12th Edition
Authors: George Belch, Michael Belch
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
5. The Communication Process
6. Source, Message, and Channel Factors
Part Four: Objectives and Budgeting for Integrated Marketing
Communications Programs
7. Establishing Objectives and Budgeting for the Promotional Program
Part Five: Developing the Integrated Marketing Communications Program
8. Creative Strategy: Planning and Development
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
13. Support Media
14. Direct Marketing
15. The Internet: Digital and Social Media
, STUVIA?_APPROVED??
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)
, STUVIA?_APPROVED??
Chapter 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
Student name:
1) Full of Fun Industries has been reviewing their advertising spending on traditional media
such as television, radio, and print. The noticed that their 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
C) digital advertising
D) social media advertising
E) video advertising
2) According to the American Marketing Association, the organization that represents
marketing professionals in the United States and Canada, marketing is planning and
executing the conception, pricing, promotion, and distribution of ideas, goods, and services
to create that satisfy individual and organizational objectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
3) KB industries is learning more about their customers’ perception of value. An independent
survey showed that 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
D) empathetic
E) empathic
