Test Bank
,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
,Chapter 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
4) GSI Industries has always worked with Productive Advertising, a traditional advertising
agency. Now GSI’s new marketing VP wants to add in other types of promotional specialists
and has asked Productive to start using a variety of promotional tools rather than relying
primarily on media advertising. The new VP is embracing the concept of
A) international marketing communications.
B) interdepartmental marketing communications.
C) informational marketing communications.
D) integrated marketing communications.
E) intradepartmental marketing communications.
5) Money Backed Enterprises recognizes the importance of identifying every opportunity to
deliver on the brand promise, strengthen customer relationships, and customer deepen
loyalty. They are using an integrated marketing communications approach to a(n) ________
messaging function so that everything a company says and does communicates a common
theme and positioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
6) Clear Cite Industries’ goals are to both generate short-term financial returns and build long-
term brand and shareholder value. They have chosen to use a strategic business process
called ________ to plan, develop, execute, and evaluate coordinated, measurable, persuasive
brand communications programs over time with consumers, customers, prospects,
employees, associates, and other targeted relevant external and internal audiences.
A) international marketing communications
B) interdepartmental marketing communications
C) informational marketing communications
D) integrated marketing communications
E) intradepartmental marketing communications
, Chapter 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
7) One reason Sum Company Marketers are adopting the IMC approach is they understand the
value of ________ integrating the various communications functions.
A) partially
B) covertly
C) centrally
D) seasonally
E) strategically
8) The Internet has become a leading advertising medium, replicating many of the services that
were once capturing mass audiences assembled by network television and augmented by
other mass media. With the mass audiences fragmenting at an accelerating rate, many
marketers are turning to
A) individualized marketing.
B) personalized marketing.
C) mass marketing.
D) micromarketing.
E) macromarketing.
9) The advertising industry, as well as online publishers such as newspapers, magazines, blogs,
and the myriad of websites available on the internet are very concerned over how
________________ may undermine their business model.
A) streaming apps
B) ad blockers
C) paid ads
D) music apps
E) mobile apps
10) Most millennial and Gen Z-age consumers have grown up in a brand-conscious, media-
heavy, and information-filled world. They are actively seeking ways to ________
advertising.
A) employ
B) absorb
C) learn
D) embrace
E) avoid
,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
,Chapter 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
4) GSI Industries has always worked with Productive Advertising, a traditional advertising
agency. Now GSI’s new marketing VP wants to add in other types of promotional specialists
and has asked Productive to start using a variety of promotional tools rather than relying
primarily on media advertising. The new VP is embracing the concept of
A) international marketing communications.
B) interdepartmental marketing communications.
C) informational marketing communications.
D) integrated marketing communications.
E) intradepartmental marketing communications.
5) Money Backed Enterprises recognizes the importance of identifying every opportunity to
deliver on the brand promise, strengthen customer relationships, and customer deepen
loyalty. They are using an integrated marketing communications approach to a(n) ________
messaging function so that everything a company says and does communicates a common
theme and positioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
6) Clear Cite Industries’ goals are to both generate short-term financial returns and build long-
term brand and shareholder value. They have chosen to use a strategic business process
called ________ to plan, develop, execute, and evaluate coordinated, measurable, persuasive
brand communications programs over time with consumers, customers, prospects,
employees, associates, and other targeted relevant external and internal audiences.
A) international marketing communications
B) interdepartmental marketing communications
C) informational marketing communications
D) integrated marketing communications
E) intradepartmental marketing communications
, Chapter 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
7) One reason Sum Company Marketers are adopting the IMC approach is they understand the
value of ________ integrating the various communications functions.
A) partially
B) covertly
C) centrally
D) seasonally
E) strategically
8) The Internet has become a leading advertising medium, replicating many of the services that
were once capturing mass audiences assembled by network television and augmented by
other mass media. With the mass audiences fragmenting at an accelerating rate, many
marketers are turning to
A) individualized marketing.
B) personalized marketing.
C) mass marketing.
D) micromarketing.
E) macromarketing.
9) The advertising industry, as well as online publishers such as newspapers, magazines, blogs,
and the myriad of websites available on the internet are very concerned over how
________________ may undermine their business model.
A) streaming apps
B) ad blockers
C) paid ads
D) music apps
E) mobile apps
10) Most millennial and Gen Z-age consumers have grown up in a brand-conscious, media-
heavy, and information-filled world. They are actively seeking ways to ________
advertising.
A) employ
B) absorb
C) learn
D) embrace
E) avoid
