Advertising & IMC: Principles and Practice, 11th edition — by Sandra Moriarty, Nancy Mitchell — Complete Test Bank (Ch. 1-18)

TEST BANK
Advertising & IMC: Principles and Practice, 11th edition
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By Sandra Moriarty, Nancy Mitchell, Charles Wood
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, Table of Content

Strategic Brand Communication

Advertising

Public Relations
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Action and Interaction: Direct Response and Promotions
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How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience
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Strategic Planning

Creative Side

Promotional Writing
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Direct Response

Media Basics
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Paid Media

Owned, Interactive, and Earned Media
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Media Planning and Negotiation

IMC Management
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Evaluating IMC Effectiveness
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Social Impact, Responsibility, and Ethics: Is it Right?
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Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication

1) Marcom is an abbreviation for .
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A) marketing company All Chapters Included
B) marketing communication
C) market company
D) market communication All Answers Included
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E) market community
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
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2) The goal of marketing is achieved by matching a product's availability to the .
A) competition's availability
B) previous year's level of sales
C) company's production capabilities
D) consumers' need, desire, or demand for the product
E) legal limits of availability
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Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
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3) The various marketing communication messages and brand experiences that create and
maintain a brand are referred to collectively as .
A) brand position
B) point of differentiation
C) brand communication
D) added value
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E) integrated marketing
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
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Difficulty: Easy
AACSB: Written and oral communication

4) The four tools of product, price, place, and promotion are collectively referred to as the
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.
A) product mix
B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
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Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy




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5) The marketing mix is also known as the .
A) four Cs
B) four Ms
C) competitive advantage
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D) marketing channel
E) four Ps
Answer: E
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Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

6) To marketing communication partners, the company or firm behind a brand is referred to as
the .
A) intermediary
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B) vendor
C) client
D) supplier
E) distributor
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
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Difficulty: Moderate

7) Which of the following are considered "key players" in the marketing industry?
A) marketers
B) suppliers or vendors
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C) distributors or retailers
D) agencies
E) all of the above
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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8) Which key player in marketing refers to the organization, company, or manufacturer
producing the product and offering it for sale?
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A) marketer
B) supplier or vendor
C) distributor or retailer
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D) agency
E) brand manager
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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