TEST7jBANK7jAdvertising7jand7jPromotion7jAn7jIntegrated7jMarketing7jCommunications
7jPerspective7j13th7jEdition
Chapter7j01:7jAn7jIntroduction7jto7jIntegrated7jMarketing7jCommunications
1) A7jconsumer7jproducts7jcompany7jhas7jbeen7jreviewing7jits7jadvertising7jspending7jon7jtradit
ional7jmedia7jsuch7jas7jtelevision,7jradio,7jand7jprint.7jThe7jcompany7jnoticed7jthat7jits7jcompet
itors7jacross7jthe7jcountry7jare7jspending7jless7jon7jtraditional7jadvertising7jand7jmore7jon
,7jwhich7jinc
ludes7jonline7jsearch,7jdisplay7jand7jvideo7jads,7jand7jadvertising7jon7jsocial7jmedia.
A) online7jadvertising
B) one-stop7jadvertising
C) digital7jadvertising
D) social7jmedia7jadvertising
E) video7jadvertising
2) Prior7jto7jthe7jdevelopment7jof7jintegrated7jmarketing7jcommunications,7jwhich7jpromoti
onal7jfunction7jdominated7jin7jmost7jcompanies?
A) mass-media7jadvertising
B) sales7jpromotion
C) public7jrelations
D) publicity
E) direct7jmarketing
3) According7jto7jthe7jAmerican7jMarketing7jAssociation,7jthe7jorganization7jthat7jrepresents7jm
arketing7jprofessionals7jin7jthe7jUnited7jStates7jand7jCanada,7jmarketing7jis7jthe7jprocess7jof7jp
lanning7jand7jexecuting7jthe7jconception,7jpricing,7jpromotion,7jand7jdistribution7jof7jideas,7jgo
ods,7jand7jservices7jto7jcreate that7jsatisfy7jindividual7jand7jorganizational7jobjectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
4) Ashton7jindustries7jis7jlearning7jmore7jabout7jits7jcustomers’7jperception7jof7jvalue.7jAn7jindepe
ndent7jsurvey7jshowed7jthat7jAshton’s7jcustomers7jweigh7jall7jof7jthe7jbenefits7jof7ja7jproduct7ja
gainst7jall7jthe7jcosts7jof7jacquiring7jand7jconsuming7jit.7jBenefits7jare7jcategorized7jas7jfunction
al,
,7jand/o
r7jpsychological.
1
, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which7jscenario7jbest7jillustrates7ja7jmarketing7jexchange?
A) The7jwaitress7jgave7jEmilio7ja7jmenu7jand7jhe7jplaced7jhis7jfood7jorder.
B) Ryan7jhelped7jJoslynn7jreplace7jthe7jair7jfilter7jin7jher7jfurnace.
C) Nash7jand7jJanelle7jgave7jtheir7json7ja7jskateboard7jfor7jhis7jbirthday.
D) Mrs.7jMiller7jgave7jLars7ja7jbox7jof7jhomemade7jfudge7jin7jreturn7jfor7jpainting7jher7jfence.
E) Natasha7jasked7jSherice7jif7jshe7jcould7jborrow7jher7jpen7jbecause7jhers7jhad7jstopped7jworking.
6) According7jto7jthe7jAmerican7jMarketing7jAssociation’s7jdefinition7jof7jmarketing,7jw
hich7jstatement7jis7jtrue?
A) Most7jmarketers7jare7jseeking7ja7jone-time7jexchange7jor7jtransaction7jwith7jtheir7jcustomers.
B) The7jfocus7jof7jproduction-
driven7jcompanies7jis7jon7jdeveloping7jand7jsustaining7jrelationships7jwith7jt
heir7jcustomers.
C) Successful7jcompanies7jrecognize7jthat7jcreating7jand7jdelivering7jvalue7jto7jtheir7jcusto
mers7jis7jextremely7jimportant.
D) Though7jmarketing7jplays7jan7jimportant7jrole7jin7jdeveloping7jrelationships7j
with7jcustomers,7jit7jdoes7jnot7jhelp7jin7jmaintaining7jthem.
E) By7jdefinition,7ja7jmarketing7jtransaction7jmust7jinvolve7jthe7jexchange7jof7jmoney.
7) Value7jcan7jbest7jbe7jdefined7jas
A) the7jcoordination7jof7jall7jseller-
initiated7jefforts7jto7jset7jup7jchannels7jof7jinformation7jand7jpersuasion7jin7jorder7jto7j
sell7jgoods7jand7jservices7jor7jpromote7jan7jidea.
B) the7jcombination7jof7jfactors7jlike7jname,7jlogo,7jdesign,7jand7jpackaging7jthat7jcomes7jto
7jmind7jwhen7jconsumers7jthink7jabout7ja7jbrand.
C) the7jdesire7jand7jability7jof7jtwo7jor7jmore7jparties7jto7jexchange7jsomething7jof7jimpo
rtance7jwith7jone7janother.
D) the7jcustomer’s7jperception7jof7jall7jof7jthe7jbenefits7jof7ja7jproduct7jor7jservice7jw
eighed7jagainst7jall7jthe7jcosts7jof7jacquiring7jand7jconsuming7jit.
E) the7jamount7jof7jfunds7jinvested7jby7jthe7jshareholders7jof7ja7jcompany7jin7jpromoti
ng7jits7jproduct7jportfolio.
2
,8) The7jfour7jPs7jof7jthe7jmarketing7jmix7jare7jproduct,7jprice,7jpromotion,7jand
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price,7jproduct,7jplace,7jand7jpromotion7jtogether7jform7jthe
A) points-of-parity.
B) promotional7jmix.
C) marketing7jmix.
D) supply7jchain7jcomponents.
E) exchange7jmix.
10) CBX7jIndustries7jhas7jalways7jworked7jwith7jOn-
Point7jAdvertising,7ja7jtraditional7jadvertising7jagency.7jNow7jCBX’s7jnew7jmarketing7jVP7j
wants7jto7jadd7jin7jother7jtypes7jof7jpromotional7jspecialists7jand7jhas7jasked7jOn-
Point7jto7jstart7jusing7ja7jvariety7jof7jpromotional7jtools7jrather7jthan7jrelying7jprimarily7jon7j
media7jadvertising.7jThe7jnew7jVP7jis7jembracing7jthe7jconcept7jof
A) international7jmarketing7jcommunications.
B) interdepartmental7jmarketing7jcommunications.
C) informational7jmarketing7jcommunications.
D) integrated7jmarketing7jcommunications.
E) intradepartmental7jmarketing7jcommunications.
11) A7jnationwide7jretailer7jrecognizes7jthe7jimportance7jof7jidentifying7jevery7jopportunity7jto7jdel
iver7jon7jthe7jbrand7jpromise,7jstrengthen7jcustomer7jrelationships,7jand7jdeepen7jcustomer7jloy
alty.7jBy7jusing7jan7jintegrated7jmarketing7jcommunications7japproach7jto
its7jmessaging7jfunction
,7jeverything7jthe7jcompany7jsays7jand7jdoes7jwill7jcommunicate7ja7jcommon7jtheme7jand7jposit
ioning.
A) organize
B) centralize
C) energize
D) formalize
E) maximize
3
, 12) Acme7jIndustries’7jgoals7jare7jto7jboth7jgenerate7jshort-
term7jfinancial7jreturns7jand7jbuild7jlong-
term7jbrand7jand7jshareholder7jvalue.7jThe7jcompany7jhas7jchosen7jto7juse7ja7jstrategic7jbusines
s7jprocess7jcalled
to7jplan,7jdevelop,7jexecute,7jand7jevaluate7jcoordinated,7jmeasurable,7jpersua
sive7jbrand7jcommunications7jprograms7jover7jtime7jwith7jconsumers,7jcustomers,7jprospects,7
jemployees,7jassociates,7jand7jother7jtargeted7jrelevant7jexternal7jand7jinternal7jaudiences.
A) international7jmarketing7jcommunications
B) interdepartmental7jmarketing7jcommunications
C) informational7jmarketing7jcommunications
D) integrated7jmarketing7jcommunications
E) intradepartmental7jmarketing7jcommunications
13) A7jnew7jathletic7jwear7jcompany7jused7jmass7jmedia7jto7jgain7jtraction7jamong7jcustomers.7jT
he7jcompany7jused7jsales7jpromotions7jand7jpublic7jrelations7jto7jachieve7jthe7jlong-
term7jtargets7jand7jgoals7jidentified7jby7jits7jtop7jmanagement.7jIn7jaddition,7jthe7jcompany7jopt
ed7jfor7jdirect7jmarketing7jon7ja7jproject-to-
project7jbasis.7jThe7jcombination7jof7jthese7jvarious7jpromotional7jtools7jis7jcommonly7jreferr
ed7jto7jas
A) mobile7jmarketing.
B) sales7jpromotion7jactivities.
C) integrated7jmarketing7jcommunications.
D) omnichannel7jretailing.
E) search7jadvertising
14) The7jprocess7jof7jcombining7jmass-
media7jadvertisements7jwith7jother7jpromotional7jelements7jsuch7jas7jdirect7jmarketing,7jpublic
7jrelations,7jand7jsales7jpromotion7jis7jknown7jas
A) media7jfragmentation.
B) micromarketing.
C) integrated7jmarketing7jcommunications.
D) social7jmedia.
E) digital7jadvertising.
4
7jPerspective7j13th7jEdition
Chapter7j01:7jAn7jIntroduction7jto7jIntegrated7jMarketing7jCommunications
1) A7jconsumer7jproducts7jcompany7jhas7jbeen7jreviewing7jits7jadvertising7jspending7jon7jtradit
ional7jmedia7jsuch7jas7jtelevision,7jradio,7jand7jprint.7jThe7jcompany7jnoticed7jthat7jits7jcompet
itors7jacross7jthe7jcountry7jare7jspending7jless7jon7jtraditional7jadvertising7jand7jmore7jon
,7jwhich7jinc
ludes7jonline7jsearch,7jdisplay7jand7jvideo7jads,7jand7jadvertising7jon7jsocial7jmedia.
A) online7jadvertising
B) one-stop7jadvertising
C) digital7jadvertising
D) social7jmedia7jadvertising
E) video7jadvertising
2) Prior7jto7jthe7jdevelopment7jof7jintegrated7jmarketing7jcommunications,7jwhich7jpromoti
onal7jfunction7jdominated7jin7jmost7jcompanies?
A) mass-media7jadvertising
B) sales7jpromotion
C) public7jrelations
D) publicity
E) direct7jmarketing
3) According7jto7jthe7jAmerican7jMarketing7jAssociation,7jthe7jorganization7jthat7jrepresents7jm
arketing7jprofessionals7jin7jthe7jUnited7jStates7jand7jCanada,7jmarketing7jis7jthe7jprocess7jof7jp
lanning7jand7jexecuting7jthe7jconception,7jpricing,7jpromotion,7jand7jdistribution7jof7jideas,7jgo
ods,7jand7jservices7jto7jcreate that7jsatisfy7jindividual7jand7jorganizational7jobjectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
4) Ashton7jindustries7jis7jlearning7jmore7jabout7jits7jcustomers’7jperception7jof7jvalue.7jAn7jindepe
ndent7jsurvey7jshowed7jthat7jAshton’s7jcustomers7jweigh7jall7jof7jthe7jbenefits7jof7ja7jproduct7ja
gainst7jall7jthe7jcosts7jof7jacquiring7jand7jconsuming7jit.7jBenefits7jare7jcategorized7jas7jfunction
al,
,7jand/o
r7jpsychological.
1
, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which7jscenario7jbest7jillustrates7ja7jmarketing7jexchange?
A) The7jwaitress7jgave7jEmilio7ja7jmenu7jand7jhe7jplaced7jhis7jfood7jorder.
B) Ryan7jhelped7jJoslynn7jreplace7jthe7jair7jfilter7jin7jher7jfurnace.
C) Nash7jand7jJanelle7jgave7jtheir7json7ja7jskateboard7jfor7jhis7jbirthday.
D) Mrs.7jMiller7jgave7jLars7ja7jbox7jof7jhomemade7jfudge7jin7jreturn7jfor7jpainting7jher7jfence.
E) Natasha7jasked7jSherice7jif7jshe7jcould7jborrow7jher7jpen7jbecause7jhers7jhad7jstopped7jworking.
6) According7jto7jthe7jAmerican7jMarketing7jAssociation’s7jdefinition7jof7jmarketing,7jw
hich7jstatement7jis7jtrue?
A) Most7jmarketers7jare7jseeking7ja7jone-time7jexchange7jor7jtransaction7jwith7jtheir7jcustomers.
B) The7jfocus7jof7jproduction-
driven7jcompanies7jis7jon7jdeveloping7jand7jsustaining7jrelationships7jwith7jt
heir7jcustomers.
C) Successful7jcompanies7jrecognize7jthat7jcreating7jand7jdelivering7jvalue7jto7jtheir7jcusto
mers7jis7jextremely7jimportant.
D) Though7jmarketing7jplays7jan7jimportant7jrole7jin7jdeveloping7jrelationships7j
with7jcustomers,7jit7jdoes7jnot7jhelp7jin7jmaintaining7jthem.
E) By7jdefinition,7ja7jmarketing7jtransaction7jmust7jinvolve7jthe7jexchange7jof7jmoney.
7) Value7jcan7jbest7jbe7jdefined7jas
A) the7jcoordination7jof7jall7jseller-
initiated7jefforts7jto7jset7jup7jchannels7jof7jinformation7jand7jpersuasion7jin7jorder7jto7j
sell7jgoods7jand7jservices7jor7jpromote7jan7jidea.
B) the7jcombination7jof7jfactors7jlike7jname,7jlogo,7jdesign,7jand7jpackaging7jthat7jcomes7jto
7jmind7jwhen7jconsumers7jthink7jabout7ja7jbrand.
C) the7jdesire7jand7jability7jof7jtwo7jor7jmore7jparties7jto7jexchange7jsomething7jof7jimpo
rtance7jwith7jone7janother.
D) the7jcustomer’s7jperception7jof7jall7jof7jthe7jbenefits7jof7ja7jproduct7jor7jservice7jw
eighed7jagainst7jall7jthe7jcosts7jof7jacquiring7jand7jconsuming7jit.
E) the7jamount7jof7jfunds7jinvested7jby7jthe7jshareholders7jof7ja7jcompany7jin7jpromoti
ng7jits7jproduct7jportfolio.
2
,8) The7jfour7jPs7jof7jthe7jmarketing7jmix7jare7jproduct,7jprice,7jpromotion,7jand
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price,7jproduct,7jplace,7jand7jpromotion7jtogether7jform7jthe
A) points-of-parity.
B) promotional7jmix.
C) marketing7jmix.
D) supply7jchain7jcomponents.
E) exchange7jmix.
10) CBX7jIndustries7jhas7jalways7jworked7jwith7jOn-
Point7jAdvertising,7ja7jtraditional7jadvertising7jagency.7jNow7jCBX’s7jnew7jmarketing7jVP7j
wants7jto7jadd7jin7jother7jtypes7jof7jpromotional7jspecialists7jand7jhas7jasked7jOn-
Point7jto7jstart7jusing7ja7jvariety7jof7jpromotional7jtools7jrather7jthan7jrelying7jprimarily7jon7j
media7jadvertising.7jThe7jnew7jVP7jis7jembracing7jthe7jconcept7jof
A) international7jmarketing7jcommunications.
B) interdepartmental7jmarketing7jcommunications.
C) informational7jmarketing7jcommunications.
D) integrated7jmarketing7jcommunications.
E) intradepartmental7jmarketing7jcommunications.
11) A7jnationwide7jretailer7jrecognizes7jthe7jimportance7jof7jidentifying7jevery7jopportunity7jto7jdel
iver7jon7jthe7jbrand7jpromise,7jstrengthen7jcustomer7jrelationships,7jand7jdeepen7jcustomer7jloy
alty.7jBy7jusing7jan7jintegrated7jmarketing7jcommunications7japproach7jto
its7jmessaging7jfunction
,7jeverything7jthe7jcompany7jsays7jand7jdoes7jwill7jcommunicate7ja7jcommon7jtheme7jand7jposit
ioning.
A) organize
B) centralize
C) energize
D) formalize
E) maximize
3
, 12) Acme7jIndustries’7jgoals7jare7jto7jboth7jgenerate7jshort-
term7jfinancial7jreturns7jand7jbuild7jlong-
term7jbrand7jand7jshareholder7jvalue.7jThe7jcompany7jhas7jchosen7jto7juse7ja7jstrategic7jbusines
s7jprocess7jcalled
to7jplan,7jdevelop,7jexecute,7jand7jevaluate7jcoordinated,7jmeasurable,7jpersua
sive7jbrand7jcommunications7jprograms7jover7jtime7jwith7jconsumers,7jcustomers,7jprospects,7
jemployees,7jassociates,7jand7jother7jtargeted7jrelevant7jexternal7jand7jinternal7jaudiences.
A) international7jmarketing7jcommunications
B) interdepartmental7jmarketing7jcommunications
C) informational7jmarketing7jcommunications
D) integrated7jmarketing7jcommunications
E) intradepartmental7jmarketing7jcommunications
13) A7jnew7jathletic7jwear7jcompany7jused7jmass7jmedia7jto7jgain7jtraction7jamong7jcustomers.7jT
he7jcompany7jused7jsales7jpromotions7jand7jpublic7jrelations7jto7jachieve7jthe7jlong-
term7jtargets7jand7jgoals7jidentified7jby7jits7jtop7jmanagement.7jIn7jaddition,7jthe7jcompany7jopt
ed7jfor7jdirect7jmarketing7jon7ja7jproject-to-
project7jbasis.7jThe7jcombination7jof7jthese7jvarious7jpromotional7jtools7jis7jcommonly7jreferr
ed7jto7jas
A) mobile7jmarketing.
B) sales7jpromotion7jactivities.
C) integrated7jmarketing7jcommunications.
D) omnichannel7jretailing.
E) search7jadvertising
14) The7jprocess7jof7jcombining7jmass-
media7jadvertisements7jwith7jother7jpromotional7jelements7jsuch7jas7jdirect7jmarketing,7jpublic
7jrelations,7jand7jsales7jpromotion7jis7jknown7jas
A) media7jfragmentation.
B) micromarketing.
C) integrated7jmarketing7jcommunications.
D) social7jmedia.
E) digital7jadvertising.
4
