Full file at http://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective,-8th-Edition-Belch
TEST BANK FOR
ADVERTISING AND
PROMOTION AN
INTEGRATED MARKETING
COMMUNICATIONS
PERSPECTIVE, 8TH EDITION
BELCH (2026 LATEST
UPDATE)
Q& A
1-1
,Full file at http://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective,-8th-Edition-Belch
Multiple Choice Questions
1. (p. 4) With Google's Adsense online marketing, the company:
A. avoided mass media boycotts
B. facilitated the opportunity for low-tech media to reach non-target markets
C. refined the concept of targeted advertising
D. allowed advertisers to use an undifferentiated marketing strategy
E. none of the above
2. (p. 5) Google's ability to track purchases made directly through Internet advertising fulfills
marketers' dream of:
A. integrating online advertising into the manufacturing strategy
B. efficient supply-chain communication
C. replacing internal analysis with external analysis
D. mastering the marketing mix
E. paying for the advertising that work
3. (p. 5) Why are marketers decreasing their usage of advertising in mass media to reach their
target market and increasing their use of integrated marketing communications?
A. The mass market has become fragmented.
B. The explosion of new technologies has given consumers greater control over the
communication process.
C. The use of the Internet and electronic commerce is growing.
D. New global markets are emerging.
E. All of the above explain the increasing reliance on integrated marketing communications.
1-2
,Full file at http://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective,-8th-Edition-Belch
4. (p. 6) According to the text, why are marketers decreasing their usage of advertising in mass
media to reach their target market and increasing their use of integrated marketing
communications?
A. The number of new products being introduced annually is growing.
B. Advertising agencies find it easier to develop effective integrated marketing
communications than to use mass media advertising.
C. The product life cycle is becoming shorter.
D. The use of the Internet and electronic commerce is growing.
E. All of the above explain the increasing reliance on integrated marketing communications.
5. (p. 8) The tremendous growth in advertising and promotion throughout the world is due to:
A. a redefining of the term marketing
B. the growth of the U.S. and global economies
C. the lack of print and broadcast media in many nations
D. the tremendous growth in the number of advertising agencies worldwide
E. an international tendency to abandon growth strategy and promote existing products in the
growth and maturity stages of their product life cycles
6. (p. 8) _____ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives.
A. Integrated marketing communications
B. Marketing
C. Advertising
D. Sales promotion
E. Exchange communications
7. (p. 8) Which of the following is the BEST example of a marketing exchange?
A. The waitress gave Sunil a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. A. C. and Maggie gave their son a CD player for his birthday.
D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
E. None of the above is an example of a marketing exchange.
1-3
, Full file at http://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective,-8th-Edition-Belch
8. (p. 8) Which of the following is an example of a marketing exchange?
A. Jennifer purchased a chocolate milkshake at a local drive-in restaurant.
B. Lionel sold Guy two season tickets to a Tennessee Titans professional game for $750.
C. Jeremy gave a $500 donation to receive an autographed set of Harry Potter books for his
daughter.
D. Kendrick's Cleaning Service bought airtime on KRAX.
E. All of the above are examples of a marketing exchange.
9. (p. 8) Which of the following statements about marketing is true?
A. A marketing transaction does not have to involve the exchange of money.
B. Marketing is used by nonprofit organizations.
C. Marketing is used by colleges and universities to solicit donations in exchange for
psychological satisfaction.
D. Effective marketing requires that managers recognize the interdependence of sales and
promotion and how they can be combined to develop a marketing program.
E. All of the above statements about marketing are true.
10. (p. 8) Which of the following statements about marketing 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. It is often more cost effective to use marketing to retain customers than to acquire new
ones.
D. Marketing does not play an important role in developing and sustaining relationships with
customers.
E. By definition, a marketing transaction involves the exchange of money.
11. (p. 9) _____ is the process of creating, maintaining and enhancing long-term relationships
with individual customers as well as other stakeholders for mutual benefit.
A. Integrated marketing
B. Integrated marketing communications
C. Marketing planning
D. Exchange
E. Relationship marketing
1-4
Communications-Perspective,-8th-Edition-Belch
TEST BANK FOR
ADVERTISING AND
PROMOTION AN
INTEGRATED MARKETING
COMMUNICATIONS
PERSPECTIVE, 8TH EDITION
BELCH (2026 LATEST
UPDATE)
Q& A
1-1
,Full file at http://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective,-8th-Edition-Belch
Multiple Choice Questions
1. (p. 4) With Google's Adsense online marketing, the company:
A. avoided mass media boycotts
B. facilitated the opportunity for low-tech media to reach non-target markets
C. refined the concept of targeted advertising
D. allowed advertisers to use an undifferentiated marketing strategy
E. none of the above
2. (p. 5) Google's ability to track purchases made directly through Internet advertising fulfills
marketers' dream of:
A. integrating online advertising into the manufacturing strategy
B. efficient supply-chain communication
C. replacing internal analysis with external analysis
D. mastering the marketing mix
E. paying for the advertising that work
3. (p. 5) Why are marketers decreasing their usage of advertising in mass media to reach their
target market and increasing their use of integrated marketing communications?
A. The mass market has become fragmented.
B. The explosion of new technologies has given consumers greater control over the
communication process.
C. The use of the Internet and electronic commerce is growing.
D. New global markets are emerging.
E. All of the above explain the increasing reliance on integrated marketing communications.
1-2
,Full file at http://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective,-8th-Edition-Belch
4. (p. 6) According to the text, why are marketers decreasing their usage of advertising in mass
media to reach their target market and increasing their use of integrated marketing
communications?
A. The number of new products being introduced annually is growing.
B. Advertising agencies find it easier to develop effective integrated marketing
communications than to use mass media advertising.
C. The product life cycle is becoming shorter.
D. The use of the Internet and electronic commerce is growing.
E. All of the above explain the increasing reliance on integrated marketing communications.
5. (p. 8) The tremendous growth in advertising and promotion throughout the world is due to:
A. a redefining of the term marketing
B. the growth of the U.S. and global economies
C. the lack of print and broadcast media in many nations
D. the tremendous growth in the number of advertising agencies worldwide
E. an international tendency to abandon growth strategy and promote existing products in the
growth and maturity stages of their product life cycles
6. (p. 8) _____ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives.
A. Integrated marketing communications
B. Marketing
C. Advertising
D. Sales promotion
E. Exchange communications
7. (p. 8) Which of the following is the BEST example of a marketing exchange?
A. The waitress gave Sunil a menu, and he placed his food order.
B. Griffin helped Mandy replace the air filter in her lawn mower.
C. A. C. and Maggie gave their son a CD player for his birthday.
D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge.
E. None of the above is an example of a marketing exchange.
1-3
, Full file at http://gettestbank.eu/Test-Bank-for-Advertising-and-Promotion-An-Integrated-Marketing-
Communications-Perspective,-8th-Edition-Belch
8. (p. 8) Which of the following is an example of a marketing exchange?
A. Jennifer purchased a chocolate milkshake at a local drive-in restaurant.
B. Lionel sold Guy two season tickets to a Tennessee Titans professional game for $750.
C. Jeremy gave a $500 donation to receive an autographed set of Harry Potter books for his
daughter.
D. Kendrick's Cleaning Service bought airtime on KRAX.
E. All of the above are examples of a marketing exchange.
9. (p. 8) Which of the following statements about marketing is true?
A. A marketing transaction does not have to involve the exchange of money.
B. Marketing is used by nonprofit organizations.
C. Marketing is used by colleges and universities to solicit donations in exchange for
psychological satisfaction.
D. Effective marketing requires that managers recognize the interdependence of sales and
promotion and how they can be combined to develop a marketing program.
E. All of the above statements about marketing are true.
10. (p. 8) Which of the following statements about marketing 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. It is often more cost effective to use marketing to retain customers than to acquire new
ones.
D. Marketing does not play an important role in developing and sustaining relationships with
customers.
E. By definition, a marketing transaction involves the exchange of money.
11. (p. 9) _____ is the process of creating, maintaining and enhancing long-term relationships
with individual customers as well as other stakeholders for mutual benefit.
A. Integrated marketing
B. Integrated marketing communications
C. Marketing planning
D. Exchange
E. Relationship marketing
1-4
