Test Bank For Advertising And Promotion An
Integrated Marketing Communications Perspective
13th Edition By George Belch And Michael Belch |
All Chapters | Newest Edition
1
, Table Of Contents
Part One: Introduction To Integrated Marketing Communications
1. An Introduction To Integrated Marketing Communications
2. The Role Of Imc In The Marketing Process
Part Two: Integrated Marketing Communications Program Situation Analysis
3. Organizing For Advertising And Promotion: The Role Of Ad Agencies And Other Marketing Communication
Organizations
4. Perspectives On Consumer Behavior
Part Three: Analyzing The Communication Process
5. The Communication Process
6. Source, Message, And Channel Factors
Part Four: Objectives And Budgeting For Integrated Marketing Communications Programs
7. Establishing Objectives And Budgeting For The Promotional Program
Part Five: Developing The Integrated Marketing Communications Program
8. Creative Strategy: Planning And Development
9. Creative Strategy: Implementation And Evaluation
10. Media Planning And Strategy
11. Evaluation Of Media: Television And Radio
12. Evaluation Of Media: Magazines And Newspapers
13. Support Media
14. Direct Marketing
15. The Internet: Digital And Social Media
Chapter 16: Sales Promotion
17. Public Relations, Publicity, And Corporate Advertising
Part Six: Monitoring, Evaluation, And Control
18. Measuring The Effectiveness Of The Promotional Program
Part Seven: Special Topics And Perspectives
19. International Advertising And Promotion
20. Regulation Of Advertising And Promotion
21. Evaluating The Social, Ethical, And Economic Aspects Of Advertising And Promotion
22. Personal Selling (Online Only)
2
,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.
3
, 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.
8) the four ps of the marketing mix are product, price, promotion, and
A) people.
B) place.
C) package.
D) process.
4
Integrated Marketing Communications Perspective
13th Edition By George Belch And Michael Belch |
All Chapters | Newest Edition
1
, Table Of Contents
Part One: Introduction To Integrated Marketing Communications
1. An Introduction To Integrated Marketing Communications
2. The Role Of Imc In The Marketing Process
Part Two: Integrated Marketing Communications Program Situation Analysis
3. Organizing For Advertising And Promotion: The Role Of Ad Agencies And Other Marketing Communication
Organizations
4. Perspectives On Consumer Behavior
Part Three: Analyzing The Communication Process
5. The Communication Process
6. Source, Message, And Channel Factors
Part Four: Objectives And Budgeting For Integrated Marketing Communications Programs
7. Establishing Objectives And Budgeting For The Promotional Program
Part Five: Developing The Integrated Marketing Communications Program
8. Creative Strategy: Planning And Development
9. Creative Strategy: Implementation And Evaluation
10. Media Planning And Strategy
11. Evaluation Of Media: Television And Radio
12. Evaluation Of Media: Magazines And Newspapers
13. Support Media
14. Direct Marketing
15. The Internet: Digital And Social Media
Chapter 16: Sales Promotion
17. Public Relations, Publicity, And Corporate Advertising
Part Six: Monitoring, Evaluation, And Control
18. Measuring The Effectiveness Of The Promotional Program
Part Seven: Special Topics And Perspectives
19. International Advertising And Promotion
20. Regulation Of Advertising And Promotion
21. Evaluating The Social, Ethical, And Economic Aspects Of Advertising And Promotion
22. Personal Selling (Online Only)
2
,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.
3
, 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.
8) the four ps of the marketing mix are product, price, promotion, and
A) people.
B) place.
C) package.
D) process.
4
