TEST BANK for Advertising and Promotion An Integrated Marketing Communications Perspective Paperback 13th Ed – Latest Version 2025/2026 [A+] All Chapters Fully Covered by Michael A. Belch George E. Belch,(Editors)

TEST BANK for Advertising and Promotion An Integ
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rated Marketing Communications Perspective, 13th E
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dition 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 Preparations
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| 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 such as
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television, radio, and print. The company noticed that its competitors across the country are spending less
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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 x




B) one-stop advertising x




C) digital advertising x




D) social media advertising
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E) video advertising x




2) Prior to the development of integrated marketing communications, which promotional function d
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ominated in most companies? x x x




A) mass-media advertising x




B) sales promotion x




C) public relations x




D) publicity

E) direct marketing x




3) According to the American Marketing Association, the organization that represents marketing profe
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ssionals in the United States and Canada, marketing is the process of planning and executing the concept
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ion, 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 survey sh
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owed that Ashton’s customers weigh all of the benefits of a product against all the costs of acquiring and
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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- x x x


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 extremely i
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mportant.

D) Though marketing plays an important role in developing relationships with customers, it does not h
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elp 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 pro
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mote an idea.
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, B) the combination of factors like name, logo, design, and packaging that comes to mind when co
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nsumers think about a brand.
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C) the desire and ability of two or more parties to exchange something of importance with one an
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other.

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. x




C) marketing mix. x




D) supply chain components.
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E) exchange mix. x




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 other ty
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pes 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. The ne
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w VP is embracing the concept of
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A) international marketing communications. x x




B) interdepartmental marketing communications. x x




C) informational marketing communications. x x



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