TEST BANK - Advertising and Promotion
An Integrated Marketing Communications
Perspective, 13th Edition by Michael A.
Belch, George E. Belch
ALL CHAPTERS 1-22| VERIFIED Q&As
ALL ANSWERS ARE AT THE BACK OF
EACH CHAPTER
TB
Ac
1|Page
er
, Chapter 01: An Introduction to Integrated Marketing Communications
1) A consumer products company has been reviewing its advertising spending on traditional media such as
television, radio, and print. The company noticed that its 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
2) Prior to the development of integrated marketing communications, which promotional function dominated
in most companies?
A) mass-media advertising
B) sales promotion
C) public relations
D) publicity
E) direct marketing
3) According to the American Marketing Association, the organization that represents marketing professionals
in the United States and Canada, marketing is the process of 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
4) Ashton industries is learning more about its customers’ perception of value. An independent survey showed
that Ashton’s 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.
TB
A) empirical
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2|Page
er
,B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
A) The waitress gave Emilio a menu and he placed his food order.
B) Ryan helped Joslynn replace the air filter in her furnace.
C) Nash and Janelle gave their son a skateboard for his birthday.
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
6) According to the American Marketing Association’s definition of marketing, which statement is true?
A) Most marketers are seeking a one-time exchange or transaction with their customers.
B) The focus of production-driven companies is on developing and sustaining relationships with their
customers.
C) Successful companies recognize that creating and delivering value to their customers is extremely
important.
D) Though marketing plays an important role in developing relationships with customers, it does not help
in maintaining them.
E) By definition, a marketing transaction must involve the exchange of money.
7) Value can best be defined as
A) the coordination of all seller-initiated efforts to set up channels of information and persuasion in order
to sell goods and services or promote an idea.
B) the combination of factors like name, logo, design, and packaging that comes to mind when
consumers think about a brand.
C) the desire and ability of two or more parties to exchange something of importance with one another.
D) the customer’s perception of all of the benefits of a product or service weighed against all the costs of
acquiring and consuming it.
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
TB
Ac
3|Page
er
, 8) The four Ps of the marketing mix are product, price, promotion, and
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
A) points-of-parity.
B) promotional mix.
C) marketing mix.
D) supply chain components.
E) exchange mix.
10) CBX Industries has always worked with On-Point Advertising, a traditional advertising agency. Now
CBX’s new marketing VP wants to add in other types of promotional specialists and has asked On-Point 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.
11) A nationwide retailer recognizes the importance of identifying every opportunity to deliver on the brand
promise, strengthen customer relationships, and deepen customer loyalty. By using an integrated marketing
communications approach to its messaging function, everything the company says and does will
communicate a common theme and positioning.
A) organize
B) centralize
C) energize
TB
D) formalize
Ac
4|Page
er
An Integrated Marketing Communications
Perspective, 13th Edition by Michael A.
Belch, George E. Belch
ALL CHAPTERS 1-22| VERIFIED Q&As
ALL ANSWERS ARE AT THE BACK OF
EACH CHAPTER
TB
Ac
1|Page
er
, Chapter 01: An Introduction to Integrated Marketing Communications
1) A consumer products company has been reviewing its advertising spending on traditional media such as
television, radio, and print. The company noticed that its 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
2) Prior to the development of integrated marketing communications, which promotional function dominated
in most companies?
A) mass-media advertising
B) sales promotion
C) public relations
D) publicity
E) direct marketing
3) According to the American Marketing Association, the organization that represents marketing professionals
in the United States and Canada, marketing is the process of 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
4) Ashton industries is learning more about its customers’ perception of value. An independent survey showed
that Ashton’s 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.
TB
A) empirical
Ac
2|Page
er
,B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
A) The waitress gave Emilio a menu and he placed his food order.
B) Ryan helped Joslynn replace the air filter in her furnace.
C) Nash and Janelle gave their son a skateboard for his birthday.
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
6) According to the American Marketing Association’s definition of marketing, which statement is true?
A) Most marketers are seeking a one-time exchange or transaction with their customers.
B) The focus of production-driven companies is on developing and sustaining relationships with their
customers.
C) Successful companies recognize that creating and delivering value to their customers is extremely
important.
D) Though marketing plays an important role in developing relationships with customers, it does not help
in maintaining them.
E) By definition, a marketing transaction must involve the exchange of money.
7) Value can best be defined as
A) the coordination of all seller-initiated efforts to set up channels of information and persuasion in order
to sell goods and services or promote an idea.
B) the combination of factors like name, logo, design, and packaging that comes to mind when
consumers think about a brand.
C) the desire and ability of two or more parties to exchange something of importance with one another.
D) the customer’s perception of all of the benefits of a product or service weighed against all the costs of
acquiring and consuming it.
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
TB
Ac
3|Page
er
, 8) The four Ps of the marketing mix are product, price, promotion, and
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
A) points-of-parity.
B) promotional mix.
C) marketing mix.
D) supply chain components.
E) exchange mix.
10) CBX Industries has always worked with On-Point Advertising, a traditional advertising agency. Now
CBX’s new marketing VP wants to add in other types of promotional specialists and has asked On-Point 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.
11) A nationwide retailer recognizes the importance of identifying every opportunity to deliver on the brand
promise, strengthen customer relationships, and deepen customer loyalty. By using an integrated marketing
communications approach to its messaging function, everything the company says and does will
communicate a common theme and positioning.
A) organize
B) centralize
C) energize
TB
D) formalize
Ac
4|Page
er
