TEST BANK FOR Advertising and Promotion An Integrated Marketing Communications Perspective by Michael A. Belch George E. Belch ISBN:978-1266090608 | All Chapters | Newest Edition

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, Chapter 01: An Introduction to Integrated Marketing Communications
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1) A consumer products company has been reviewing its advertising spending on traditional medi
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a such as television, radio, and print. The company noticed that its competitors across the count
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ry are spending less on traditional advertising and more on
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, which includes online search, display and video ads, and advertising on social media.
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A) online advertising
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B) one-stop advertising HL




C) digital advertising
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D) social media advertising
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E) video advertising
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2) Prior to the development of integrated marketing communications, which promotional fun
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ction dominated in most companies?
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A) mass-media advertising HL




B) sales promotion
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C) public relationsHL




D) publicity

E) direct marketing
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3) According to the American Marketing Association, the organization that represents marketin
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g professionals in the United States and Canada, marketing is the process of planning and exe
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cuting the conception, pricing, promotion, and distribution of ideas, goods, and services to cre
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ate
that satisfy individual and organizational objectives.
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A) opportunities

B) plans

C) advertisements

D) exchanges

E) contributions



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,4) Ashton industries is learning more about its customers’ perception of value. An independent
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survey showed that Ashton’s customers weigh all of the benefits of a product against all the c
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osts of acquiring and consuming it. Benefits are categorized as functional, , and/or psychologic
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al.

A) empirical

B) experiential

C) emotional

D) empathetic

E) empathic



5) Which scenario best illustrates a marketing exchange?
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A) The waitress gave Emilio a menu and he placed his food order.
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B) Ryan helped Joslynn replace the air filter in her furnace.
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C) Nash and Janelle gave their son a skateboard for his birthday.
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D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
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E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
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6) According to the American Marketing Association’s definition of marketing, which statement is true?
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A) Most marketers are seeking a one-time exchange or transaction with their customers.
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B) The focus of production-
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driven companies is on developing and sustaining relationships with their customers.
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C) Successful companies recognize that creating and delivering value to their customers is extr
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emely important.
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D) Though marketing plays an important role in developing relationships with customers, it d
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oes not help in maintaining them.
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E) By definition, a marketing transaction must involve the exchange of money.
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7) Value can best be defined as
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A) the coordination of all seller-
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initiated efforts to set up channels of information and persuasion in order to sell goods and serv
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, ices or promote an idea.
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