TESTBANKS BY TESTBANKSNERD
Test Bank for Advertising and Promotion: An Integrated Marketing Communications
Perspective 13th Edition
by George Belch and Michael Belch
| All Chapters| Expert Verified Answers | Graded A+
1
,TESTBANKS BY TESTBANKSNERD
Answers at the End of Each Chapter
Chapter 01: An Introduction to Integrated Marketing Communications
1) A consumer products company has been reviewing its advertising spending on traditional media such
as television, radio, and print. The company noticed that its competitors across the country are
spending less on traditional advertising and more on , which
includes online search, display and video ads, and advertising on social media.
A) online advertising
B) one-stop advertising
C) digital advertising
D) social media advertising
E) video advertising
2) Prior to the development of integrated marketing communications, which promotional function
dominated in most companies?
A) mass-media advertising
B) sales promotion
C) public relations
D) publicity
E) direct marketing
3) According to the American Marketing Association, the organization that represents marketing
professionals in the United States and Canada, marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services to create that
satisfy individual and organizational objectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
4) Ashton industries is learning more about its customers’ perception of value. An independent survey
showed that Ashton’s customers weigh all of the benefits of a product against all the costs of acquiring
and consuming it. Benefits are categorized as functional, , and/or
psychological.
2
, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
A) The waitress gave Emilio a menu and he placed his food order.
B) Ryan helped Joslynn replace the air filter in her furnace.
C) Nash and Janelle gave their son a skateboard for his birthday.
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
6) According to the American Marketing Association’s definition of marketing, which statement 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 must involve the exchange of money.
7) Value can best be defined as
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.
3
, 8) The four Ps of the marketing mix are product, price, promotion, and
A) people.
B) place.
C) package.
D) process.
E) perception.
9) 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.
10) CBX Industries has always worked with On-Point Advertising, a traditional advertising agency. Now
CBX’s new marketing VP wants to add in other types of promotional specialists and has asked On-
Point to start using a variety of promotional tools rather than relying primarily on media advertising.
The new VP is embracing the concept of
A) international marketing communications.
B) interdepartmental marketing communications.
C) informational marketing communications.
D) integrated marketing communications.
E) intradepartmental marketing communications.
11) A nationwide retailer recognizes the importance of identifying every opportunity to deliver on the brand
promise, strengthen customer relationships, and deepen customer loyalty. By using an integrated
marketing communications approach to its messaging function,
everything the company says and does will communicate a common theme and positioning.
A) organize
B) centralize
C) energize
D) formalize
E) maximize
4
Test Bank for Advertising and Promotion: An Integrated Marketing Communications
Perspective 13th Edition
by George Belch and Michael Belch
| All Chapters| Expert Verified Answers | Graded A+
1
,TESTBANKS BY TESTBANKSNERD
Answers at the End of Each Chapter
Chapter 01: An Introduction to Integrated Marketing Communications
1) A consumer products company has been reviewing its advertising spending on traditional media such
as television, radio, and print. The company noticed that its competitors across the country are
spending less on traditional advertising and more on , which
includes online search, display and video ads, and advertising on social media.
A) online advertising
B) one-stop advertising
C) digital advertising
D) social media advertising
E) video advertising
2) Prior to the development of integrated marketing communications, which promotional function
dominated in most companies?
A) mass-media advertising
B) sales promotion
C) public relations
D) publicity
E) direct marketing
3) According to the American Marketing Association, the organization that represents marketing
professionals in the United States and Canada, marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services to create that
satisfy individual and organizational objectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
4) Ashton industries is learning more about its customers’ perception of value. An independent survey
showed that Ashton’s customers weigh all of the benefits of a product against all the costs of acquiring
and consuming it. Benefits are categorized as functional, , and/or
psychological.
2
, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
A) The waitress gave Emilio a menu and he placed his food order.
B) Ryan helped Joslynn replace the air filter in her furnace.
C) Nash and Janelle gave their son a skateboard for his birthday.
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
6) According to the American Marketing Association’s definition of marketing, which statement 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 must involve the exchange of money.
7) Value can best be defined as
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.
3
, 8) The four Ps of the marketing mix are product, price, promotion, and
A) people.
B) place.
C) package.
D) process.
E) perception.
9) 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.
10) CBX Industries has always worked with On-Point Advertising, a traditional advertising agency. Now
CBX’s new marketing VP wants to add in other types of promotional specialists and has asked On-
Point to start using a variety of promotional tools rather than relying primarily on media advertising.
The new VP is embracing the concept of
A) international marketing communications.
B) interdepartmental marketing communications.
C) informational marketing communications.
D) integrated marketing communications.
E) intradepartmental marketing communications.
11) A nationwide retailer recognizes the importance of identifying every opportunity to deliver on the brand
promise, strengthen customer relationships, and deepen customer loyalty. By using an integrated
marketing communications approach to its messaging function,
everything the company says and does will communicate a common theme and positioning.
A) organize
B) centralize
C) energize
D) formalize
E) maximize
4
