Test Bank For Advertising and Promotion An Integrated Marketing Communications Perspective 13th Edition by George Belch and Michael Belch | All Chapters | Newest Edition

TEST BANK for Advertising and Promotion An Inte
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grated Marketing Communications Perspective, 13th
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Edition by Michael A. Belch, George E. Belch
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All Chapters Fully Covered 1-
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22| Verified Questions & 100% Correct Answers for Exam Preparatio
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ns| A+ GRADE GUARANTEED
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1|P a g e
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, Chapter 01: An Introduction to Integrated Marketing Communications
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1) A consumer products company has been reviewing its advertising spending on traditional media suc
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h as television, radio, and print. The company noticed that its competitors across the country are spend
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ing less on traditional advertising and more on
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, which includes online search, display and video ads, and advertising on social media.
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A) online advertising nf




B) one-stop advertising nf




C) digital advertising nf




D) social media advertising
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E) video advertising nf




2) Prior to the development of integrated marketing communications, which promotional functio
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n dominated in most companies?
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A) mass-media advertising nf




B) sales promotion nf




C) public relations nf




D) publicity

E) direct marketing nf




3) According to the American Marketing Association, the organization that represents marketing pr
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ofessionals in the United States and Canada, marketing is the process of planning and executing the
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conception, pricing, promotion, and distribution of ideas, goods, and services to create
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that satisfy individual and organizational objectives.
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A) opportunities

B) plans

C) advertisements

D) exchanges

E) contributions




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,4) Ashton industries is learning more about its customers’ perception of value. An independent surve
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y showed that Ashton’s customers weigh all of the benefits of a product against all the costs of acqui
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ring and consuming it. Benefits are categorized as functional, , and/or psychological.
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A) empirical

B) experiential

C) emotional

D) empathetic

E) empathic



5) Which scenario best illustrates a marketing exchange?
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A) The waitress gave Emilio a menu and he placed his food order.
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B) Ryan helped Joslynn replace the air filter in her furnace.
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C) Nash and Janelle gave their son a skateboard for his birthday.
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D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
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E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
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6) According to the American Marketing Association’s definition of marketing, which statement is true?
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A) Most marketers are seeking a one-time exchange or transaction with their customers.
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B) The focus of production- nf nf nf


driven companies is on developing and sustaining relationships with their customers.
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C) Successful companies recognize that creating and delivering value to their customers is extremel
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y important.
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D) Though marketing plays an important role in developing relationships with customers, it does n
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ot help in maintaining them.
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E) By definition, a marketing transaction must involve the exchange of money.
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7) Value can best be defined as
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A) the coordination of all seller-
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initiated efforts to set up channels of information and persuasion in order to sell goods and services or
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promote an idea. nf nf



3|P a g e
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, B) the combination of factors like name, logo, design, and packaging that comes to mind whe
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n consumers think about a brand.
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C) the desire and ability of two or more parties to exchange something of importance with on
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e another.
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D) the customer’s perception of all of the benefits of a product or service weighed against all the
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costs of acquiring and consuming it.
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E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
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8) The four Ps of the marketing mix are product, price, promotion, and
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A) people.

B) place.

C) package.

D) process.

E) perception.



9) Price, product, place, and promotion together form the
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A) points-of-parity.

B) promotional mix. nf




C) marketing mix. nf




D) supply chain components.nf nf




E) exchange mix. nf




10) CBX Industries has always worked with On-
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Point Advertising, a traditional advertising agency. Now CBX’s new marketing VP wants to add in oth
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er types of promotional specialists and has asked On-
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Point to start using a variety of promotional tools rather than relying primarily on media advertising. T
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he new VP is embracing the concept of
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A) international marketing communications. nf nf




B) interdepartmental marketing communications. nf nf




C) informational marketing communications. nf nf



4|P a g e
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