Advertising & IMC Principles and Practice, 11th edition Sandra Moriarty Test Bank, Questions and Answers - All Chapters

Advertising & IMC: Principles and
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Practice – 11th Edition
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TEST BANK
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Sandra Moriarty
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Comprehensive Test Bank for Instructors
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and Students
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© Sandra Moriarty

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, Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication
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1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
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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
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C) company's production capabilities
D) consumers' need, desire, or demand for the product
E) legal limits of availability
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
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Difficulty: Moderate

3) The various marketing communication messages and brand experiences that create and
maintain a brand are referred to collectively as ________.
A) brand position
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B) point of differentiation
C) brand communication
D) added value
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
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C) competitive advantage
D) marketing channel
E) four Ps
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
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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
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Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate

7) Which of the following are considered "key players" in the marketing industry?
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A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) all of the above
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Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

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
D) agency
E) brand manager
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Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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, 9) The materials and ingredients used in producing the product are obtained from other
companies that are referred to as the producer's ________.
A) marketers
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B) suppliers
C) distributors
D) agencies
E) retailers
Answer: B
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Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

10) The complex network of vendors that produce components and ingredients which are then
sold to the manufacturer is known as the ________.
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A) network chain
B) channel of distribution
C) supply chain
D) ingredient chain
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E) distribution chain
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy

11) The ________ refers to the various companies that are involved in moving a product from its
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manufacturer into the hands of its end buyers.
A) network chain
B) distribution chain
C) supply chain
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D) ingredient chain
E) promotion network
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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12) What term is used to mean either a place where an exchange occurs or a particular type of
buyer?
A) market
B) position
C) channel
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D) demographic
E) partner
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
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