TEST BANK for Advertising and Promotion An Inte
9i 9i 9i 9i 9i 9i 9i
grated Marketing Communications Perspective, 13th
9i 9i 9i 9i 9i
Edition by Michael A. Belch, George E. Belch
9i 9i 9i 9i 9i 9i 9i
All Chapters Fully Covered 1-
9i 9i 9i 9i
22| Verified Questions & 100% Correct Answers for Exam Preparation
9i 9i 9i 9i 9i 9i 9i 9i 9i
s| A+ GRADE GUARANTEED
9i 9i 9i
1|P a g e
9i 9i 9i 9i 9i
, Chapter 01: An Introduction to Integrated Marketing Communications
9i 9i 9i 9i 9i 9i 9i
1) A consumer products company has been reviewing its advertising spending on traditional media such
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
as television, radio, and print. The company noticed that its competitors across the country are spendin
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
g less on traditional advertising and more on
9i 9i 9i 9i 9i 9i 9i
, which includes online search, display and video ads, and advertising on social media.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
A) online advertising 9i
B) one-stop advertising 9i
C) digital advertising 9i
D) social media advertising 9i 9i
E) video advertising 9i
2) Prior to the development of integrated marketing communications, which promotional function
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
dominated in most companies?
9i 9i 9i 9i
A) mass-media advertising 9i
B) sales promotion 9i
C) public relations 9i
D) publicity
E) direct marketing 9i
3) According to the American Marketing Association, the organization that represents marketing pro
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
fessionals in the United States and Canada, marketing is the process of planning and executing the co
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
nception, pricing, promotion, and distribution of ideas, goods, and services to create
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
that satisfy individual and organizational objectives.
9i 9i 9i 9i 9i
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
2|P a g e
9i 9i 9i 9i 9i
,4) Ashton industries is learning more about its customers’ perception of value. An independent surve
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
y showed that Ashton’s customers weigh all of the benefits of a product against all the costs of acquiri
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
ng and consuming it. Benefits are categorized as functional, , and/or psychological.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
9i 9i 9i 9i 9i 9i
A) The waitress gave Emilio a menu and he placed his food order.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
B) Ryan helped Joslynn replace the air filter in her furnace.
9i 9i 9i 9i 9i 9i 9i 9i 9i
C) Nash and Janelle gave their son a skateboard for his birthday.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
6) According to the American Marketing Association’s definition of marketing, which statement is true?
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
A) Most marketers are seeking a one-time exchange or transaction with their customers.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
B) The focus of production- 9i 9i 9i
driven companies is on developing and sustaining relationships with their customers.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
C) Successful companies recognize that creating and delivering value to their customers is extremely
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
important.
9i
D) Though marketing plays an important role in developing relationships with customers, it does no
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
t help in maintaining them.
9i 9i 9i 9i
E) By definition, a marketing transaction must involve the exchange of money.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
7) Value can best be defined as
9i 9i 9i 9i 9i
A) the coordination of all seller-
9i 9i 9i 9i
initiated efforts to set up channels of information and persuasion in order to sell goods and services or
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
promote an idea. 9i 9i
3|P a g e
9i 9i 9i 9i 9i
, B) the combination of factors like name, logo, design, and packaging that comes to mind whe
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
n consumers think about a brand.
9i 9i 9i 9i 9i
C) the desire and ability of two or more parties to exchange something of importance with on
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
e another.
9i
D) the customer’s perception of all of the benefits of a product or service weighed against all the
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
costs of acquiring and consuming it.
9i 9i 9i 9i 9i
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
8) The four Ps of the marketing mix are product, price, promotion, and
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
9i 9i 9i 9i 9i 9i 9i
A) points-of-parity.
B) promotional mix. 9i
C) marketing mix. 9i
D) supply chain components. 9i 9i
E) exchange mix. 9i
10) CBX Industries has always worked with On-
9i 9i 9i 9i 9i 9i
Point Advertising, a traditional advertising agency. Now CBX’s new marketing VP wants to add in othe
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
r types of promotional specialists and has asked On-
9i 9i 9i 9i 9i 9i 9i 9i
Point to start using a variety of promotional tools rather than relying primarily on media advertising. Th
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
e new VP is embracing the concept of
9i 9i 9i 9i 9i 9i 9i
A) international marketing communications. 9i 9i
B) interdepartmental marketing communications. 9i 9i
C) informational marketing communications. 9i 9i
4|P a g e
9i 9i 9i 9i 9i
9i 9i 9i 9i 9i 9i 9i
grated Marketing Communications Perspective, 13th
9i 9i 9i 9i 9i
Edition by Michael A. Belch, George E. Belch
9i 9i 9i 9i 9i 9i 9i
All Chapters Fully Covered 1-
9i 9i 9i 9i
22| Verified Questions & 100% Correct Answers for Exam Preparation
9i 9i 9i 9i 9i 9i 9i 9i 9i
s| A+ GRADE GUARANTEED
9i 9i 9i
1|P a g e
9i 9i 9i 9i 9i
, Chapter 01: An Introduction to Integrated Marketing Communications
9i 9i 9i 9i 9i 9i 9i
1) A consumer products company has been reviewing its advertising spending on traditional media such
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
as television, radio, and print. The company noticed that its competitors across the country are spendin
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
g less on traditional advertising and more on
9i 9i 9i 9i 9i 9i 9i
, which includes online search, display and video ads, and advertising on social media.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
A) online advertising 9i
B) one-stop advertising 9i
C) digital advertising 9i
D) social media advertising 9i 9i
E) video advertising 9i
2) Prior to the development of integrated marketing communications, which promotional function
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
dominated in most companies?
9i 9i 9i 9i
A) mass-media advertising 9i
B) sales promotion 9i
C) public relations 9i
D) publicity
E) direct marketing 9i
3) According to the American Marketing Association, the organization that represents marketing pro
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
fessionals in the United States and Canada, marketing is the process of planning and executing the co
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
nception, pricing, promotion, and distribution of ideas, goods, and services to create
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
that satisfy individual and organizational objectives.
9i 9i 9i 9i 9i
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
2|P a g e
9i 9i 9i 9i 9i
,4) Ashton industries is learning more about its customers’ perception of value. An independent surve
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
y showed that Ashton’s customers weigh all of the benefits of a product against all the costs of acquiri
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
ng and consuming it. Benefits are categorized as functional, , and/or psychological.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
9i 9i 9i 9i 9i 9i
A) The waitress gave Emilio a menu and he placed his food order.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
B) Ryan helped Joslynn replace the air filter in her furnace.
9i 9i 9i 9i 9i 9i 9i 9i 9i
C) Nash and Janelle gave their son a skateboard for his birthday.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
6) According to the American Marketing Association’s definition of marketing, which statement is true?
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
A) Most marketers are seeking a one-time exchange or transaction with their customers.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
B) The focus of production- 9i 9i 9i
driven companies is on developing and sustaining relationships with their customers.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
C) Successful companies recognize that creating and delivering value to their customers is extremely
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
important.
9i
D) Though marketing plays an important role in developing relationships with customers, it does no
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
t help in maintaining them.
9i 9i 9i 9i
E) By definition, a marketing transaction must involve the exchange of money.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
7) Value can best be defined as
9i 9i 9i 9i 9i
A) the coordination of all seller-
9i 9i 9i 9i
initiated efforts to set up channels of information and persuasion in order to sell goods and services or
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
promote an idea. 9i 9i
3|P a g e
9i 9i 9i 9i 9i
, B) the combination of factors like name, logo, design, and packaging that comes to mind whe
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
n consumers think about a brand.
9i 9i 9i 9i 9i
C) the desire and ability of two or more parties to exchange something of importance with on
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
e another.
9i
D) the customer’s perception of all of the benefits of a product or service weighed against all the
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
costs of acquiring and consuming it.
9i 9i 9i 9i 9i
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
8) The four Ps of the marketing mix are product, price, promotion, and
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
9i 9i 9i 9i 9i 9i 9i
A) points-of-parity.
B) promotional mix. 9i
C) marketing mix. 9i
D) supply chain components. 9i 9i
E) exchange mix. 9i
10) CBX Industries has always worked with On-
9i 9i 9i 9i 9i 9i
Point Advertising, a traditional advertising agency. Now CBX’s new marketing VP wants to add in othe
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
r types of promotional specialists and has asked On-
9i 9i 9i 9i 9i 9i 9i 9i
Point to start using a variety of promotional tools rather than relying primarily on media advertising. Th
9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i 9i
e new VP is embracing the concept of
9i 9i 9i 9i 9i 9i 9i
A) international marketing communications. 9i 9i
B) interdepartmental marketing communications. 9i 9i
C) informational marketing communications. 9i 9i
4|P a g e
9i 9i 9i 9i 9i
