Advertising and Promotion An Integrated Marketing 6th Edition Belch Test Bank
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) ________ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, good, and services to create exchanges that satisfy individual and
organizational objectives.
A) Integrated marketing communications B) Marketing
C) Sales promotion D) Advertising
Answer: B
2) Which of the following is the BEST example of a marketing exchange?
A) John gave Sahil a menu, and he placed his food order.
B) For mowing her yard, Mrs. Forrest gave Ben a chocolate cake.
C) Vlad and Ingrid gave their son a trip for his graduation.
D) Jessie helped Alison move a heavy piece of furniture.
Answer: B
3) Product, price, place and promotion are also known as:
A) marketing communications tools. B) the marketing mix.
C) marketing jargon. D) methods of selling goods and services.
Answer: B
4) Campo Outdoor Products has developed a new backpack. It will expand to three times its initial
size, be water resistant, and lightweight. These are what kind of marketing decisions?
A) product features B) service level C) package design D) price allowance
Answer: A
5) Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste just like
the ones shoppers might consume back home in India. Which of the following is NOT a product
benefit delivered by Navinder's snack items?
A) functional benefit B) performance/convenience benefit
C) emotional benefit D) affordable benefit
Answer: D
6) Product protection, storage, communication, and image are all functional benefits of:
A) brand marketing B) product attributes
C) packaging D) brand identity
Answer: C
7) Which is the best example of the use of packaging as a communication vehicle?
A) Costco offers multi-packs of contact lens solution at affordable prices.
B) Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags.
C) At Golftown one can purchase used golf balls in bags of 20 or 50.
D) New cellphone SIM cards are enveloped in large plastic packages.
Answer: B
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,8) Each of the following is true about brand equity EXCEPT:
A) It is a tangible asset which can provide competitive advantage.
B) It is a challenge for marketers to consistently measure brand equity.
C) It is a measure of consumer attachment to a brand.
D) It builds on the favourable image and impressions of differentiation of a brand.
Answer: A
9) Which of the following statements about price is true?
A) Price refers to what the marketer must give up to sell a product.
B) Price is not a key aspect of the product conveyed in a promotional offer.
C) Price communicates the economic cost to consumers for all of the product benefits combined.
D) Levels of recommended ad expenditures are not relative to price.
Answer: C
10) A firm can have an excellent product at a great price, but it will be of little value unless it's available
where the consumer wants it and when the consumer wants it. The statement above refers to:
A) product decisions. B) price decisions.
C) positioning decisions. D) distribution decisions.
Answer: D
11) Some locations offering customized service and assistance, some offering different models at
different prices, or the availability of online purchasing are examples of:
A) a differentiated product approach B) multi-level marketing
C) a multi-channel environment D) a multi-media universe
Answer: C
12) The AMA has renewed its definition of marketing to include the important element of:
A) exchange B) growth
C) value within the exchange D) globalization
Answer: C
13) The relative balance between what a consumer "receives" for what he/she "pays" is known as:
A) benefit B) price C) exchange D) value
Answer: D
14) ________ is the coordination of all seller-initiated efforts to set up channels of information and
persuasion to sell goods and services.
A) Organizational communication B) Advertising
C) Publicity D) Promotion
Answer: D
15) Which of the following is NOT an element of the promotional mix?
A) Sales promotion B) Personal selling C) Advertising D) Packaging
Answer: D
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, 16) ________ is defined as any paid form of nonpersonal communication about an organization,
product, service or idea by an identified sponsor.
A) Publicity B) Advertising
C) The promotional mix D) Sales promotion
Answer: B
17) Advertising may be defined as any:
A) communication that moves a product from one level to another level of the distribution channel
B) personal communication from a company representative to prospective buyers
C) paid form of nonpersonal communication about a product, service, or company
D) communication about a product, service, or company
Answer: C
18) Which the following is NOT an advantage inherent in the use of advertising?
A) Immediate feedback
B) Low cost per contact
C) Ability to create brand images and symbolism
D) Ability to control the message
Answer: A
19) Which of the following is NOT a characteristic of advertising as a form of promotion?
A) Personal nature of the message
B) The ability to reach large audiences with the advertising message
C) Cost-effective method for communicating with large audiences
D) The ability to create images for brands
Answer: A
20) Which of these is NOT a reason why marketers use advertising?
A) To create symbolic appeals for a company or brand
B) To set an appropriate price across various channels
C) To take advantage of the fact that advertising is a very cost-effective method of reaching a large
audience
D) To strike a responsive chord with consumers when differentiation across other elements of the
marketing mix is difficult
Answer: B
21) Abrand or corporate name and its identification through its logo, symbols, slogans, or trademarks
represent:
A) product symbolism B) brand equity
C) brand identity D) product appeal
Answer: C
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MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) ________ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, good, and services to create exchanges that satisfy individual and
organizational objectives.
A) Integrated marketing communications B) Marketing
C) Sales promotion D) Advertising
Answer: B
2) Which of the following is the BEST example of a marketing exchange?
A) John gave Sahil a menu, and he placed his food order.
B) For mowing her yard, Mrs. Forrest gave Ben a chocolate cake.
C) Vlad and Ingrid gave their son a trip for his graduation.
D) Jessie helped Alison move a heavy piece of furniture.
Answer: B
3) Product, price, place and promotion are also known as:
A) marketing communications tools. B) the marketing mix.
C) marketing jargon. D) methods of selling goods and services.
Answer: B
4) Campo Outdoor Products has developed a new backpack. It will expand to three times its initial
size, be water resistant, and lightweight. These are what kind of marketing decisions?
A) product features B) service level C) package design D) price allowance
Answer: A
5) Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste just like
the ones shoppers might consume back home in India. Which of the following is NOT a product
benefit delivered by Navinder's snack items?
A) functional benefit B) performance/convenience benefit
C) emotional benefit D) affordable benefit
Answer: D
6) Product protection, storage, communication, and image are all functional benefits of:
A) brand marketing B) product attributes
C) packaging D) brand identity
Answer: C
7) Which is the best example of the use of packaging as a communication vehicle?
A) Costco offers multi-packs of contact lens solution at affordable prices.
B) Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags.
C) At Golftown one can purchase used golf balls in bags of 20 or 50.
D) New cellphone SIM cards are enveloped in large plastic packages.
Answer: B
1
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,8) Each of the following is true about brand equity EXCEPT:
A) It is a tangible asset which can provide competitive advantage.
B) It is a challenge for marketers to consistently measure brand equity.
C) It is a measure of consumer attachment to a brand.
D) It builds on the favourable image and impressions of differentiation of a brand.
Answer: A
9) Which of the following statements about price is true?
A) Price refers to what the marketer must give up to sell a product.
B) Price is not a key aspect of the product conveyed in a promotional offer.
C) Price communicates the economic cost to consumers for all of the product benefits combined.
D) Levels of recommended ad expenditures are not relative to price.
Answer: C
10) A firm can have an excellent product at a great price, but it will be of little value unless it's available
where the consumer wants it and when the consumer wants it. The statement above refers to:
A) product decisions. B) price decisions.
C) positioning decisions. D) distribution decisions.
Answer: D
11) Some locations offering customized service and assistance, some offering different models at
different prices, or the availability of online purchasing are examples of:
A) a differentiated product approach B) multi-level marketing
C) a multi-channel environment D) a multi-media universe
Answer: C
12) The AMA has renewed its definition of marketing to include the important element of:
A) exchange B) growth
C) value within the exchange D) globalization
Answer: C
13) The relative balance between what a consumer "receives" for what he/she "pays" is known as:
A) benefit B) price C) exchange D) value
Answer: D
14) ________ is the coordination of all seller-initiated efforts to set up channels of information and
persuasion to sell goods and services.
A) Organizational communication B) Advertising
C) Publicity D) Promotion
Answer: D
15) Which of the following is NOT an element of the promotional mix?
A) Sales promotion B) Personal selling C) Advertising D) Packaging
Answer: D
2
, 16) ________ is defined as any paid form of nonpersonal communication about an organization,
product, service or idea by an identified sponsor.
A) Publicity B) Advertising
C) The promotional mix D) Sales promotion
Answer: B
17) Advertising may be defined as any:
A) communication that moves a product from one level to another level of the distribution channel
B) personal communication from a company representative to prospective buyers
C) paid form of nonpersonal communication about a product, service, or company
D) communication about a product, service, or company
Answer: C
18) Which the following is NOT an advantage inherent in the use of advertising?
A) Immediate feedback
B) Low cost per contact
C) Ability to create brand images and symbolism
D) Ability to control the message
Answer: A
19) Which of the following is NOT a characteristic of advertising as a form of promotion?
A) Personal nature of the message
B) The ability to reach large audiences with the advertising message
C) Cost-effective method for communicating with large audiences
D) The ability to create images for brands
Answer: A
20) Which of these is NOT a reason why marketers use advertising?
A) To create symbolic appeals for a company or brand
B) To set an appropriate price across various channels
C) To take advantage of the fact that advertising is a very cost-effective method of reaching a large
audience
D) To strike a responsive chord with consumers when differentiation across other elements of the
marketing mix is difficult
Answer: B
21) Abrand or corporate name and its identification through its logo, symbols, slogans, or trademarks
represent:
A) product symbolism B) brand equity
C) brand identity D) product appeal
Answer: C
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