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