Test Bank for Advertising and Promotion: An Integrated Marketing Communications Perspective, 12th Edition by Belch | Chapter 1 | Practice Questions with Answers & Detailed Rationales

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ANSWERS ARE LOCATED IN THE SECOND PART OF THIS DOCUMENT
TRUE/FALSE - Write 'T' if the statement is true and 'F' if the statement is false.
1) Traditionally, direct selling via independent contractors has been the primary medium for
direct-response advertising.

⊚ true
⊚ false


2) Omnichannel retailing involves using a combination of physical or offline channels as
well as digital or online channels to influence a customer’s shopping experience, including
research before a purchase and service after a sale.

⊚ true
⊚ false


3) Publicity is always under the control of an organization, so the organization can make
sure it is positive.

⊚ true
⊚ false


4) Companies or brands that are new to the market or those for whom perceptions are
negative should focus on the benefits or attributes of the specific product or service, and not on
their image.

⊚ true
⊚ false


5) Analysis of the communication process may involve preliminary discussions on media-
mix options and their cost implications.

⊚ true
⊚ false




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MULTIPLE CHOICE - Choose the one alternative that best completes the statement or
answers the question.
6) Full of Fun Industries has been reviewing their advertising spending on traditional media
such as television, radio, and print. The noticed that their 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



7) According to the American Marketing Association, the organization that represents
marketing professionals in the United States and Canada, marketing is 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



8) KB industries is learning more about their customers’ perception of value. An
independent survey showed that 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.


A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic



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9) GSI Industries has always worked with Productive Advertising, a traditional advertising
agency. Now GSI’s new marketing VP wants to add in other types of promotional specialists and
has asked Productive 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.



10) Money Backed Enterprises recognizes the importance of identifying every opportunity to
deliver on the brand promise, strengthen customer relationships, and customer deepen loyalty.
They are using an integrated marketing communications approach to a(n) messaging
function so that everything a company says and does communicates a common theme and
positioning.


A) organized
B) centralized
C) energized
D) formalized
E) right-sized



11) Clear Cite Industries’ goals are to both generate short-term financial returns and build
long-term brand and shareholder value. They have chosen to use a strategic business process
called to plan, develop, execute, and evaluate coordinated, measurable, persuasive
brand communications programs over time with consumers, customers, prospects, employees,
associates, and other targeted relevant external and internal audiences.




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Communications Perspective 12th Edition by Belch CH01
A) international marketing communications
B) interdepartmental marketing communications
C) informational marketing communications
D) integrated marketing communications
E) intradepartmental marketing communications



12) One reason Sum Company Marketers are adopting the IMC approach is they understand
the value of integrating the various communications functions.


A) partially
B) covertly
C) centrally
D) seasonally
E) strategically



13) The Internet has become a leading advertising medium, replicating many of the services
that were once capturing mass audiences assembled by network television and augmented by
other mass media. With the mass audiences fragmenting at an accelerating rate, many marketers
are turning to


A) individualized marketing.
B) personalized marketing.
C) mass marketing.
D) micromarketing.
E) macromarketing.



14) The advertising industry, as well as online publishers such as newspapers, magazines,
blogs, and the myriad of websites available on the internet are very concerned over how
may undermine their business model.




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