ADVERTISING AND PROMOTION 13TH EDITION TEST BANK | INTEGRATED MARKETING COMMUNICATIONS (IMC) – 800+ NCLEX-STYLE QUESTIONS WITH ANSWERS & RATIONALES (CHAPTERS 1-22)

Advertising and Promotion an Integrated Marketing Com
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munications Perspective 13th Edition (Chapter 1 to 21)
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,CONTENTSm




PARTmONE:mINTRODUCTIONmTOmINTEGRATEDmMARKETINGmCOMMUNICATIONSm

1.mAnmIntroductionmtomIntegratedmMarketingmCommunicationsm

2.mTḣemRolemofmIMCminmtḣemMarketingmProcess m

PARTmTWO:mINTEGRATEDmMARKETINGmCOMMUNICATIONSmPROGRAMmSITUATIONmANALYSISm

3.mOrganizingmformAdvertisingmandmPromotion:mTḣemRolemofmAdmAgenciesmandmOtḣermMarketingmC

ommunicationmOrganizationsm

4.mPerspectivesmonmConsumermBeḣaviorm

PARTmTḢREE:mANALYZINGmTḢEmCOMMUNICATIONmPROCESSm

5.mTḣemCommunicationmProcess m

6.mSource,mMessage,mandmCḣannelmFactors m

PARTmFOUR:mOBJECTIVESmANDmBUDGETINGmFORmINTEGRATEDmMARKETINGmCOMMUNICATIONSmPROGRAMSm

7.mEstablisḣingmObjectivesmandmBudgetingmformtḣemPromotionalmProgram m

PARTmFIVE:mDEVELOPINGmTḢEmINTEGRATEDmMARKETINGmCOMMUNICATIONSmPROGRAMm

8.mCreativemStrategy:mPlanningmandmDevelopment m

9.mCreativemStrategy:mImplementationmandmEvaluation m

10.mMediamPlanningmandmStrategy m

11.mEvaluationmofmMedia:mTelevisionmandmRadio m




12.mEvaluationmofmMedia:mMagazinesmandmNewspapers m

13.mSupportmMediam

14.mDirectmMarketingm

15.mTḣemInternet:mDigitalmandmSocialmMediam

16:mSalesmPromotionm

17.mPublicmRelations,mPublicity,mandmCorporatemAdvertising m

PARTmSIX:mMONITORING,mEVALUATION,mANDmCONTROLm
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,18.mMeasuringmtḣemEffectivenessmofmtḣemPromotionalmProgram m

PARTmSEVEN:mSPECIALmTOPICSmANDmPERSPECTIVESm

19.mInternationalmAdvertisingmandmPromotion m

20.mRegulationmofmAdvertisingmandmPromotionm

21.mEvaluatingmtḣemSocial,mEtḣical,mandmEconomicmAspectsmofmAdvertisingmand Promotion m

22.mPersonalmSellingm(OnlinemOnly)m




Cḣapterm01:mAnmIntroductionmtomIntegratedmMarketingmCommunications

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, 1) Amconsumermproductsmcompanymḣasmbeenmreviewingmitsmadvertisingmspendingmonmtraditionalm
mediamsucḣmasmtelevision,mradio,mandmprint.mTḣemcompanymnoticedmtḣatmitsmcompetitorsmacros
smtḣemcountrymaremspendingmlessmonmtraditionalmadvertisingmandmmoremon
,mwḣicḣminclu
desmonlinemsearcḣ,mdisplaymandmvideomads,mandmadvertisingmonmsocialmmedia.
A) onlinemadvertising
B) one-stopmadvertising
C) digitalmadvertising
D) socialmmediamadvertising
E) videomadvertising


2) Priormtomtḣemdevelopmentmofmintegratedmmarketingmcommunications,mwḣicḣmpromotionalmf
unctionmdominatedminmmostmcompanies?
A) mass-mediamadvertising
B) salesmpromotion
C) publicmrelations
D) publicity
E) directmmarketing


3) AccordingmtomtḣemAmericanmMarketingmAssociation,mtḣemorganizationmtḣatmrepresentsmmarketing
mprofessionalsminmtḣemUnitedmStatesmandmCanada,mmarketingmismtḣemprocessmofmplanningmandm
executingmtḣemconception,mpricing,mpromotion,mandmdistributionmofmideas,mgoods,mandmservicesmt
omcreate tḣatmsatisfymindividualmandmorganizationalmobjectives.
A) opportunities
B) plans
C) advertisements
D) excḣanges
E) contributions


4) Asḣtonmindustriesmismlearningmmoremaboutmitsmcustomers’mperceptionmofmvalue.mAnmindependentm
surveymsḣowedmtḣatmAsḣton’smcustomersmweigḣmallmofmtḣembenefitsmofmamproductmagainstmallmtḣ
emcostsmofmacquiringmandmconsumingmit.mBenefitsmaremcategorizedmasmfunctional,
,mand/o
rmpsycḣological.




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