Advertising And Promotion Global Edition by Belch -Test Bank

Chapter 01 An Introduction to Integrated Marketing Communications True / False Questions 1. Nontraditional media 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 3. The status gained from owning a particular brand is an example of a functional benefit. True False 4. As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising. True False 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 6. The goal of integrated marketing communications (IMC) is to generate both short- term financial returns and build long-term brand and shareholder value. True False 7. The integrated marketing communications (IMC) approach to marketing communications planning and strategy is popular among business-to-business marketers. True False 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 1-1 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 9. Most consumers in generation Y are very receptive to traditional advertising. True False 10. The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message recipient. True False 11. Primary-demand advertising focuses on creating demand for a specific company's brands. True False 12. Business-to-business advertising is limited to industrial goods; services such as insurance and travel service are not included in this category. True False 13. Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business operations is referred to as trade advertising. True False 14. Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization. True False 15. The first step in the IMC planning process is to review the marketing plan and objectives. True False 16. Companies or brands that are new to the market or those for whom perceptions are negative should focus on the benefits or attributes of the specific product or service, and not on their image. True False 17. Analysis of the communication process may involve preliminary discussions on media- mix options and their cost implications. True False Multiple Choice Questions 1-2 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 18. Which of the following is an example of a marketing exchange? A. The waitress gave Cyrus a menu and he placed his food order. B. Griffin helped Mandy replace the air filter in her lawn mower. C. Ken and Maggie gave their son an MP3 player for his birthday. D. Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence. E. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working. 19. According to the American Marketing Association's definition of marketing, which of the following statements is true? A. Most marketers are seeking a one-time exchange or transaction with their customers. B. The focus of production-driven companies is on developing and sustaining relationships with their customers. C. Successful companies recognize that creating and delivering value to their customers is extremely important. D. Though marketing plays an important role in developing relationships with customers, it does not help in maintaining them. E. By definition, a marketing transaction has to involve the exchange of money. 20. Which of the following statements best defines value? A. 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 B. The combination of factors like name, logo, design, and packaging that comes to mind when consumers think about a brand C. The desire and ability of two or more parties to exchange something of importance with one another D. The customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it E. The amount of funds invested by the shareholders of a company in promoting its product portfolio 1-3 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 21. Product, price, promotion, and _____ are the 4Ps of the marketing mix. A. peopl e B. plac e C. packag e D. pri nt E. privileg e 22. Price, product, place, and promotion together form the: A. points-of- parity. B. promotional mix. C. marketing mix. D. supply chain components. E. exchange mix. 23. Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by: A. mass-media advertising. B. sales promotion. C. public relations. D. publicit y. E. direct marketing. 1-4 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 24. CL Inc., a new firm, used mass media to gain traction among customers. The company used sales promotions and public relations to achieve the long-term targets and goals identified by the top management. It also opted for direct marketing on a project-to- project basis. The assimilation of these various promotional tools is commonly referred to as: A. bait-and-switch marketing. B. sales promotion activities. C. integrated marketing communications. D. double loop marketing. E. segmented marketing communications. 25. The process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as: A. switch marketing. B. micro- marketing. C. integrated marketing communications. D. buzz marketing. E. bait-and-switch marketing. 26. Which of the following best defines integrated marketing communications? A. It is a term used in cause marketing that speaks about the degree of control customers hold over the cause they choose to support. B. It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers. C. It is software that gathers and analyzes information about customer interactions with all the employees of a company. D. It is a collection of informational resources that describes a company's products and services and assists in marketing the same. E. It involves dividing the customers into similar subgroups based on media usage, demographics, psychographics, and product usage. 1-5 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 27. Which of the following is true of integrated marketing communication? A. It does not include sales promotion. B. It calls for a "big picture" approach to promotional activities. C. It segregates and highlights various promotional activities. D. It is also typically referred to as buzz marketing. E. It personifies advertising as the dominant form of promotion. 28. The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers. A. the marketing mix B. audience segmentation C. integrated marketing communications D. the promotional mix E. cumulative prospect theory 29. According to the American Association of Advertising Agencies, _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact. A. experiential marketing B. buzz marketing C. double-loop marketing communications D. integrated marketing communications E. bait marketing 1-6 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 30. In the advertising industry, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of: A. positionin g. B. integratio n. C. channel conflict. D. relationship marketing. E. diffusio n. 31. The 4A's definition of integrated marketing communications focuses on: A. the organizations creating a sustainable supply chain for developing a socially responsible business. B. the fact that nonpersonal communications must be totally avoided for a better communications impact. C. the employees keeping track of future prospects by maintaining a customer interaction tracker. D. the development of bait-and-switch marketing activities in all organizations. E. the process of using all forms of promotion to achieve maximum communication impact. 32. The primary goal of an integrated marketing communications program is to: A. have a company's entire marketing and promotional activities project a consistent, unified image to its customers. B. control all facets of a product's distribution. C. communicate with customers primarily through mass-media advertising. D. have complete control over all the channel partners in the distribution channel and to slow down the rate of diffusion of a new product among the customers. E. create a strong distribution network, via marketing, which is capable of destabilizing any competition. 1-7 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 33. According to the definition of integrated marketing communications (IMC) given by Don Schultz, which of the following is true of IMC? A. It is a tactical integration of various communication activities. B. It does not view the audience as an important part of the IMC process. C. It does not view the employees as an important part of the IMC process. D. It is viewed as an ongoing strategic business process. E. It simply involves bundling promotional mix elements together. 34. _____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. A. Decentralized communication systems B. Bait-and-switch marketing approach C. Integrated marketing communications D. Mass media advertising E. Customer newsletter service 35. To respond to media fragmentation, marketers are increasing their spending on: A. mass media communication. B. television advertising. C. micromarketi ng. D. mass production. E. product packaging. 1-8 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 36. Ultra-Long deodorant's tagline says "Timely strength for the match of life." Ads for the product feature a baseball star saying, "You need extra muscle when your day goes into extra time," appear regularly on television and in print media. At the same time, Ultra-Long runs a sweepstakes contest for its customers. To enter the contest, customers have to fill out a $1-off coupon. Through the use of IMC, Ultra-Long is hoping to primarily create _____ for its new product. A. brand evangelism B. brand dilution C. brand language D. brand identity E. brand repositioning 37. _____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it. A. Brand evangelism B. Brand identity C. Brand extension D. Brand differentiation E. Brand engagement 38. _____ has long been the cornerstone of brand building efforts for many companies. A. Interactive media B. Mass-media advertising C. Online marketing D. Product placement E. Personal selling 1-9 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 39. _____ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. A. Brandin g B. Product distribution C. Pricin g D. Promotio n E. Market segmentation 40. Traditionally, which of the following has been considered an element of the promotional mix? A. Packagin g B. Advertisi ng C. Direct marketing D. Interactive media E. Brandin g 41. Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media? A. Advertisi ng B. Brandin g C. Packagin g D. Publicit y E. Sales promotion 1-10 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 42. Advertising is defined as any: A. paid form of nonpersonal communication about a product, service, or company. B. form of media communication which provides an opportunity for immediate feedback. C. communication that moves a product from one level to another level of the distribution channel. D. personal communication from a company's representative to prospective buyers. E. nonpersonal communication about a product or service that is not paid for or run under identified sponsorship. 43. The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as: A. the marketing mix. B. marketing strategy tools. C. the growth-share matrix. D. the promotional mix. E. the hype cycle. 44. Which the following factors is generally neglected through the use of advertising? A. Ability to reach mass markets B. Low cost per contact C. Ability to create brand images and symbolism D. Immediate feedback E. Control of message content and media placement 1-11 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 45. Which of the following is true of advertising as a form of promotion? A. Low cost per contact B. Non-paid form of promotion C. Sponsor or advertiser not identified D. Immediate feedback and capability to close sales E. Makes use of non-traditional media 46. Clave Inc., a large soap manufacturing firm, has introduced a new soap known as Honeydew. It wants to promote the soap to broad audiences across various countries in a persuasive and cost-effective manner. At the same time, it also wants to enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for the promotion of Honeydew? A. Mass advertising B. Direct marketing C. Personal selling D. Sales promotion E. Publicit y 47. Which of the following features of direct-response advertising differentiates it from other forms of advertising? A. It provides for immediate feedback from the message recipient. B. It makes use of only magazines as a primary medium of advertising. C. It is a form of nonpersonal mass media communication medium. D. It is most widely used because of its pervasiveness. E. It is a paid form of mass media communication medium. 1-12 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 48. The best-known and most widely discussed form of promotion is: A. personal selling. B. sales promotion. C. direct marketing. D. advertisin g. E. publicity/public relations. 49. Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand? A. Advertisi ng B. Personal selling C. Samplin g D. Couponin g E. Door-to-door selling 50. Which of the following is true of advertising? A. Advertising attempts to create a personal relationship with the consumers. B. The nature and purpose of advertising is usually the same across various industries. C. Advertising is a valuable tool for building brand and company equity. D. Advertising is used only for the promotion of mass consumer products. E. One disadvantage of advertising is that it is extremely personal to consumers. 1-13 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 51. With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising. A. profession al B. trad e C. business-to- business D. nation al E. direct- response 52. Stylo, a perfume manufacturing company, spends about $1,000,000 annually on advertising. The company seeks to remind its customers in the United States about the brand and its features, benefits, and uses. It primarily strives to reinforce its image and initiate product purchase. In the context of the types of advertising to consumer markets, Stylo is using _____. A. national advertising B. primary demand advertising C. trade advertising D. business-to-business advertising E. professional advertising 53. _____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. A. Trad e B. Profession al C. Direct response D. Reta il E. Nation al 1-14 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 54. A to Z, a supermarket in New Jersey, placed a weekly advertisement in the local newspapers. The advertisement stated that A to Z would provide its customers all vegetables at a flat rate of $5 from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the city. A to Z most likely used _____. A. national advertising B. trade advertising C. retail advertising D. primary-demand advertising E. direct response advertising 55. Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of _____ advertising. A. trad e B. facultati ve C. profession al D. direct- action E. B-to- B 56. Which of the following is true of retail advertising? A. It is done by large companies on a nationwide basis or in most regions of the country. B. It takes the form of direct-response advertising. C. It is done to build store traffic and sales. D. It is designed to stimulate demand for the general product class or an entire industry. E. It is targeted at marketing channel members such as wholesalers, distributors, and suppliers. 1-15 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 57. Retail/local advertising often takes the form of: A. trade advertising. B. selective-demand advertising. C. bait and switch advertising. D. direct-action advertising. E. indirect response advertising. 58. Primary-demand advertising is designed to: A. influence the purchase of only industrial goods and services. B. stimulate demand for a general product class or entire industry. C. help launch a specific line extension. D. stimulate demand for existing products that are "dying." E. create a market share gain for the industry leader. 59. In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand. A. primary- demand B. selective- demand C. trad e D. profession al E. industri al 1-16 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 60. Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of: A. trade advertising. B. primary-demand advertising. C. secondary-demand advertising. D. retail advertising. E. professional advertising. 61. The National Egg Association has been promoting the benefits of eggs for many years. It aims to educate customers about the nutritional values of eggs through ads which are aired in several states. It is making use of _____. A. direct-response advertising B. professional advertising C. primary-demand advertising D. selective-demand advertising E. trade advertising 62. Which of the following best describes selective-demand advertising? A. It focuses on creating demand for a specific company's brands. B. It is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. C. It focuses on creating demand for an entire industry. D. It focuses on targeting individuals who buy or influence the purchase of industrial goods or services for their companies. 1-17 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 63. Which of the following is an example of retail advertising? A. Advertisement of a health drink that compares its benefits to its competitor's B. Beef council stimulating the demand for beef through an ad C. Advertisement of Fizzy Cola placed in a trade magazine to promote it to food store managers D. Pink Airline's ad that appears in the newspapers all across the country E. A newspaper ad for a 3-day discount in a restaurant located on the outskirts of San Diego 64. _____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products. A. Profession al B. Primary demand C. Reta il D. Business-to- business E. Direct- response 65. Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising. A. reta il B. direct- response C. business-to- business D. direct- mail E. primary- demand 1-18 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 66. DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of: A. business-to-business advertising. B. trade advertising. C. professional advertising. D. primary-demand advertising. E. direct-action advertising. 67. _____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand. A. Nation al B. Selective- demand C. Profession al D. Trad e E. Reta il 68. Which of the following is an example of trade advertising? A. Mars Inc. is using print advertising to attract supply managers from other companies. B. Pluto Inc., a toothpaste manufacturer, places an ad in Tooth Daily, a magazine frequently circulated among dentists. C. CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine. D. James, a doctor, places an ad in a local newspaper to advertise his new clinic. E. The State Egg Federation runs a series of television ads that educate people about the nutritional value of eggs. 1-19 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 69. Which of the following statements is true of direct marketing? A. Traditionally, it has not been considered an element of the promotional mix. B. It is synonymous with direct mail. C. The rapid growth of the Internet is discouraging the growth of direct marketing. D. It is seldom, if ever, used by companies that have an external sales force. E. It is less direct when compared to mail-order catalogs. 70. Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario? A. Advertisi ng B. Sale promotion C. Direct marketing D. Publicit y E. Pricin g 71. One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer. A. direct- response B. primary- demand C. business-to- business D. trad e E. selective- demand 1-20 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 72. Which of the following is true of direct-response advertising? A. It encourages consumers to purchase straight from the manufacturer. B. It targets wholesalers, retailers, and other members of the supply chain. C. It is also known as primary-demand advertising. D. It primarily targets professionals such as doctors, lawyers, and engineers. E. It does not use the Internet as a means of advertising. 73. _____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads. A. Bait advertising B. Buzz marketing C. Telemarketi ng D. Switch marketing E. B-to-B marketing 74. Which of the following is true of the Internet as a marketing medium? A. It is considered to be a traditional medium. B. It does not facilitate two-way communication. C. It enables marketers to gather valuable personal information from customers. D. It does not enable real time adjustment of offers. E. It cannot be integrated with other media programs such as direct mail and telemarketing. 1-21 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 75. _____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums. A. Direct marketing B. Advertisi ng C. Public relations D. Sales promotion E. Publicit y 76. Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of: A. consumer-oriented sales promotion. B. trade-oriented sales promotion. C. buzz promotion. D. bait-and-switch sales promotion. E. channel-initiated sales promotion. 77. Foodie Inc. includes monthly coupons in its magazine advertisements. This is an example of: A. consumer-oriented sales promotion. B. industrial sales promotion. C. business-oriented sales promotion. D. trade-oriented sales promotion. E. service-oriented sales promotion. 1-22 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 78. Which of the following is true of trade-oriented sales promotion? A. It is also known as buzz promotion. B. It targets members of the supply chain. C. It is targeted at the ultimate user of a product. D. It uses rebates and couponing. E. It includes sweepstakes and premiums. 79. Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are part of: A. consumer-oriented sales promotion. B. trade-oriented sales promotion. C. user-oriented sales promotion. D. intrinsic sales- promotion. E. bait-and-switch sales promotion. 80. _____ refers to nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. A. Advertisi ng B. Sales promotion C. Publicit y D. Public relations E. Telemarketi ng 1-23 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 81. Which of the following is a primary difference between publicity and advertising? A. Unlike advertising, publicity is done only by retailers. B. Unlike publicity, advertising does not utilize mass media. C. Unlike advertising, publicity is not paid for by the sponsoring organization. D. Unlike advertising, publicity is institutional in character. E. Unlike publicity, advertising leads to less skepticism among consumers. 82. Which of the following is a similarity between publicity and advertising? A. Both are non-paid forms of communication. B. Both are run by an unidentified sponsor. C. Both involve nonpersonal communication to a mass audience. D. Both are not directly paid for by the company. E. Both frequently provide an opportunity for immediate feedback. 83. One of the primary advantages inherent in the use of publicity is its: A. ability to be personalized. B. credibilit y. C. negligible variable costs. D. tangibilit y. E. ability to be closely controlled. 1-24 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 84. Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible? A. Advertisi ng B. Publicit y C. Packagin g D. Sales promotion E. Direct marketing 85. Which of the following statements about publicity is true? A. Publicity is a form of communication which is directly run under an identified sponsorship. B. Publicity is the only tool used in a firm's public relations efforts. C. Publicity usually comes in the form of a news story or an editorial. D. Publicity has more of a long term, ongoing purpose than public relations. E. Publicity refers to personal communications regarding an organization and its products. 86. A local newspaper published an article about Pluto Inc.'s latest line of shoes. The shoes were made with used clothing sourced from households across the country. The article also included select photographs and offered consumers a "sneak peak" into the manufacturing process. This form of nonpersonal marketing communication is known as: A. sales promotion. B. digital marketing. C. personal selling. D. public relations. E. publicit y. advertising and integrated brand promotion pdf, advertising and integrated brand promotion, advertising and integrated brand promotion 8th edition, integrated brand promotion, advertising and integrated brand promotion 8th edition free,