Test Bank for Advertising and Promotion: An Integrated Marketing Communications Perspective 11th Edition by George Belch , ISBN: 9781259548147 |All Chapters Included| Guide A+

TEST BANK
Advertising and Promotion: An Integrated Marketing Communications Perspective

George Belch

11th Edition
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,Table of Contents
Part 1: Introduction to Integrated Marketing Communications
1. An Introduction to Integrated Marketing Communications
2. The Role of IMC in the Marketing Process
Part 2: Integrated Marketing Communications Program Situation Analysis
3. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing
Communication Organizations
4. Perspectives on Consumer Behavior
Part 3: Analyzing the Communication Process
5. The Communication Process
6. Source, Message, and Channel Factors
Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs
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7. Establishing Objectives and Budgeting for the Promotional Program
Part 5: Developing the Integrated Marketing Communications Program
8. Creative Strategy: Planning and Development
9. Creative Strategy: Implementation and Evaluation
10. Media Planning and Strategy
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11. Evaluation of Media: Television and Radio
12. Evaluation of Media: Magazines and Newspapers
13. Support Media
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14. Direct Marketing
15. The Internet: Digital and Social Media
16. Sales Promotion
17. Public Relations, Publicity, and Corporate Advertising
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Part 6: Monitoring, Evaluation, and Control
18. Measuring the Effectiveness of the Promotional Program
Part 7: Special Topics and Perspectives
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19. International Advertising and Promotion
20. Regulation of Advertising and Promotion
21. Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
22. Personal Selling (Online)

,Chapter 01


Student:

1. Digital/online advertising account for the majority of companies' marketing communications expenditures.
True False




2. Not all marketing transactions involve the exchange of money for a product or service.
True False




3. The status gained from owning a particular brand is an example of a functional benefit.
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True False




4. As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media advertising.
True False
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5. The integrated marketing communications approach calls for a centralized messaging function so that everything a company says
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and does communicates a common theme and positioning.
True False




6. The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long-term brand
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and shareholder value.
True False
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7. One reason marketers are adopting the IMC approach is they understand the value of strategically integrating the various
communications functions.
True False

, 8. There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other
mass media is fragmenting at an accelerating rate.
True False




9. Traditional print advertising is expected to increase by 45 percent from 2016 to 2020.
True False




10. Most consumers in the millennial generation age cohort are very receptive to traditional advertising.
True False




11. Implicit communication has been defined as 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.
True False
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12. The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message
recipient.
True False
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13. Media advertising is still the most cost-effective way to reach large numbers of consumers with an advertising message.
True False




14. Primary-demand advertising focuses on creating demand for a specific company's brands.
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True False
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15. Business-to-business advertising is limited to industrial goods; services such as insurance and finance and banking are not
included in this category.
True False