TEST BANK
Advertising and Promotion: An Integrated Marketing Communications
Perspective 13th Edition
By George E. Belch and Michael A. Belch
N
U
R
SE
D
O
C
S
,TABLE OF CONTENT
PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other
Marketing Communication Organizations
Chapter 4: Perspectives on Consumer Behavior
PART THREE: ANALYZING THE COMMUNICATION PROCESS
Chapter 5: The Communication Process
N
Chapter 6: Source, Message, and Channel Factors
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS
U
PROGRAMS
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM
R
Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
SE
Chapter 11: Evaluation of Media: Television and Radio
Chapter 12: Evaluation of Media: Magazines and Newspapers
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and social media
Chapter 16: Sales Promotion
D
Chapter 17: Public Relations, Publicity, and Corporate Advertising
O
PART SIX: MONITORING, EVALUATION, AND CONTROL
Chapter 18: Measuring the Effectiveness of the Promotional Program
C
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
Chapter 19: International Advertising and Promotion
Chapter 20: Regulation of Advertising and Promotion
S
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising
and Promotion
Chapter 22: Personal Selling (Online Only)
,Student name:__________
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.
online advertising
one-stop advertising
N
digital advertising
social media advertising
U
video advertising
R
Prior to the development of integrated marketing communications, which promotional function
dominated in most companies?
SE
mass-media advertising
sales promotion
public relations
D
publicity
direct marketing
O
According to the American Marketing Association, the organization that represents marketing
C
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.
S
opportunities
plans
advertisements
exchanges
Version 1 1
, contributions
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.
empirical
N
experiential
emotional
U
empathetic
R
empathic
SE
Which scenario best illustrates a marketing exchange?
The waitress gave Emilio a menu and he placed his food order.
Ryan helped Joslynn replace the air filter in her furnace.
D
Nash and Janelle gave their son a skateboard for his birthday.
Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
O
Natasha asked Sherice if she could borrow her pen because hers had stopped working.
C
According to the American Marketing Association’s definition of marketing, which statement is
true?
S
Most marketers are seeking a one-time exchange or transaction with their customers.
The focus of production-driven companies is on developing and sustaining relationships with
their customers.
Successful companies recognize that creating and delivering value to their customers is
extremely important.
Version 1 2
Advertising and Promotion: An Integrated Marketing Communications
Perspective 13th Edition
By George E. Belch and Michael A. Belch
N
U
R
SE
D
O
C
S
,TABLE OF CONTENT
PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
Chapter 1: An Introduction to Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
PART TWO: INTEGRATED MARKETING COMMUNICATIONS PROGRAM SITUATION ANALYSIS
Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other
Marketing Communication Organizations
Chapter 4: Perspectives on Consumer Behavior
PART THREE: ANALYZING THE COMMUNICATION PROCESS
Chapter 5: The Communication Process
N
Chapter 6: Source, Message, and Channel Factors
PART FOUR: OBJECTIVES AND BUDGETING FOR INTEGRATED MARKETING COMMUNICATIONS
U
PROGRAMS
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
PART FIVE: DEVELOPING THE INTEGRATED MARKETING COMMUNICATIONS PROGRAM
R
Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
SE
Chapter 11: Evaluation of Media: Television and Radio
Chapter 12: Evaluation of Media: Magazines and Newspapers
Chapter 13: Support Media
Chapter 14: Direct Marketing
Chapter 15: The Internet: Digital and social media
Chapter 16: Sales Promotion
D
Chapter 17: Public Relations, Publicity, and Corporate Advertising
O
PART SIX: MONITORING, EVALUATION, AND CONTROL
Chapter 18: Measuring the Effectiveness of the Promotional Program
C
PART SEVEN: SPECIAL TOPICS AND PERSPECTIVES
Chapter 19: International Advertising and Promotion
Chapter 20: Regulation of Advertising and Promotion
S
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising
and Promotion
Chapter 22: Personal Selling (Online Only)
,Student name:__________
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.
online advertising
one-stop advertising
N
digital advertising
social media advertising
U
video advertising
R
Prior to the development of integrated marketing communications, which promotional function
dominated in most companies?
SE
mass-media advertising
sales promotion
public relations
D
publicity
direct marketing
O
According to the American Marketing Association, the organization that represents marketing
C
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.
S
opportunities
plans
advertisements
exchanges
Version 1 1
, contributions
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.
empirical
N
experiential
emotional
U
empathetic
R
empathic
SE
Which scenario best illustrates a marketing exchange?
The waitress gave Emilio a menu and he placed his food order.
Ryan helped Joslynn replace the air filter in her furnace.
D
Nash and Janelle gave their son a skateboard for his birthday.
Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
O
Natasha asked Sherice if she could borrow her pen because hers had stopped working.
C
According to the American Marketing Association’s definition of marketing, which statement is
true?
S
Most marketers are seeking a one-time exchange or transaction with their customers.
The focus of production-driven companies is on developing and sustaining relationships with
their customers.
Successful companies recognize that creating and delivering value to their customers is
extremely important.
Version 1 2
