Choose a title that best describes your document

TEST BANK
TE
Advertising and Promotion: An Integrated Marketing Communications Perspective

George Belch

11th Edition
S TB
A N
KS
O
LU
TI
O
N
S

, Table of Contents
Part 1: Introduction to Integrated Marketing Communications
1. An Introduction to Integrated Marketing Communications
TE
2. The Role of IMC in the Marketing Process
Part 2: Integrated Marketing Communications Program Situation Analysis
3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing
Communication Organizations
S
4. Perspectives on Consumer Behavior
Part 3: Analyzing the Communication Process
TB
5. The Communication Process
6. Source, Message, and Channel Factors
Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs
7. Establishing Objectives and Budgeting for the Promotional Program
A
Part 5: Developing the Integrated Marketing Communications Program
8. Creative Strategy: Planning and Development
N
9. Creative Strategy: Implementation and Evaluation
10. Media Planning and Strategy
11. Evaluation of Media: Television and Radio
KS
12. Evaluation of Media: Magazines and Newspapers
13. Support Media
14. Direct Marketing
15. The Internet: Digital and Social Media
O
16. Sales Promotion
17. Public Relations, Publicity, and Corporate Advertising
Part 6: Monitoring, Evaluation, and Control
LU
18. Measuring the Effectiveness of the Promotional Program
Part 7: Special Topics and Perspectives
19. International Advertising and Promotion
20. Regulation of Advertising and Promotion
TI
21. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
22. Personal Selling (Online)
O
N
S

, Chapter 01
TE
Student:

1. Digital/online advertising account for the majority of companies' marketing communications expenditures.
True False
S

2. Not all marketing transactions involve the exchange of money for a product or service.
True False
TB

3. The status gained from owning a particular brand is an example of a functional benefit.
True False
A N
4. As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.
True False
KS

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.
True False
O

6. The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand
and shareholder value.
LU
True False




7. One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various
TI
communications functions.
True False
O
N
S

, 8. There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other
mass media is fragmenting at an accelerating rate.
True False
TE
9. Traditional print advertising is expected to increase by 45 percent from 2016 to 2020.
True False
S
10. Most consumers in the millennial generation age cohort are very receptive to traditional advertising.
True False
TB

11. Implicit communication has been defined as the coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea.
True False
A

12. The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message
N
recipient.
True False
KS

13. Media advertising is still the most cost-effective way to reach large numbers of consumers with an advertising message.
True False
O

14. Primary-demand advertising focuses on creating demand for a specific company's brands.
True False
LU

15. Business-to-business advertising is limited to industrial goods; services such as insurance and finance and banking are not
included in this category.
TI
True False
O
N
S