TEST BANK
Advertising & IMC: Principles and Practice
Sandra Moriarty, Nancy Mitchell, Charles Wood and William Wells
11th Edition
,Table of Contents
Chapter 1 Strategic Brand Communication 1
Chapter 2 Advertising 36
Chapter 3 Public Relations 73
Chapter 4 Action and Interaction Direct Response and Promotions 110
Chapter 5 How Brand Communication Works 148
Chapter 6 Strategic Research 188
Chapter 7 Segmenting and Targeting the Audience 229
Chapter 8 Strategic Planning 269
Chapter 9 The Creative Side 308
Chapter 10 Promotional Writing 344
Chapter 11 Visual Communication 381
Chapter 12 Media Basics 416
Chapter 13 Paid Media 454
Chapter 14 Owned, Interactive, and Earned Media 495
Chapter 15 Media Planning and Negotiation 535
Chapter 16 IMC Management 572
Chapter 17 Evaluating IMC Effectiveness 610
Chapter 18 Social Impact, Responsibility, and Ethics-Is It Right 649
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication
1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
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
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
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?
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
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?
Difficulty: Easy
AACSB: Written and oral communication
4) The four tools of product, price, place, and promotion are collectively referred to as the
________.
A) product mix
B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
______________________________________________________________________________________________
1|Page
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
5) The marketing mix is also known as the ________.
A) four Cs
B) four Ms
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?
Difficulty: Easy
6) To marketing communication partners, the company or firm behind a brand is referred to as
the ________.
A) intermediary
B) vendor
C) client
D) supplier
E) distributor
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?
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) all of the above
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?
A) marketer
B) supplier or vendor
C) distributor or retailer
D) agency
E) brand manager
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
______________________________________________________________________________________________
2|Page
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
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
B) suppliers
C) distributors
D) agencies
E) retailers
Answer: B
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 ________.
A) network chain
B) channel of distribution
C) supply chain
D) ingredient chain
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
manufacturer into the hands of its end buyers.
A) network chain
B) distribution chain
C) supply chain
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
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
D) demographic
E) partner
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
______________________________________________________________________________________________
3|Page
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
13) The percentage of the total sales in a product category that a particular brand has is called the
brand's ________.
A) position
B) market segment
C) distribution
D) share of market
E) exchange
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
14) Which of the following is NOT considered a main type of market?
A) consumer
B) business-to-business
C) channel
D) institutional
E) media
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
15) ________ markets consist of people who buy products and services for personal or
household use.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
16) ________ markets consist of companies that buy products or services to use in their own
businesses or in making other products.
A) Consumer
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
______________________________________________________________________________________________
4|Page
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
17) ________ markets include a wide variety of profit and nonprofit organizations, such as
hospitals, government agencies, and schools, that provide goods and services for the benefit of
society.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Distribution
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
18) ________ markets are made up of members of a company's distribution chain.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
19) Resellers in a channel market are also known as ________.
A) suppliers
B) vendors
C) intermediaries
D) shareholders
E) competitors
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
20) Most marketing communication dollars are spent on ________ markets.
A) consumer
B) business-to-business
C) media
D) channel
E) institutional
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
______________________________________________________________________________________________
5|Page
, ______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
21) Marketing communication that focuses primarily on price and its relation to value is called
________.
A) price copy
B) prestige pricing
C) direct marketing
D) prospecting
E) added value
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
22) Collectively, the companies involved in moving a product to its customers are called the
________.
A) supply chain
B) distribution chain
C) institutional market
D) consumer market
E) trade market
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
23) The identification of potential customers is called ________.
A) customer service
B) lead generation
C) direct marketing
D) personal sales
E) field sales
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
24) In which type of personal selling does a sales clerk provide assistance to store customers?
A) prospecting
B) field sales
C) retail selling
D) direct marketing
E) lead selling
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
______________________________________________________________________________________________
6|Page
Advertising & IMC: Principles and Practice
Sandra Moriarty, Nancy Mitchell, Charles Wood and William Wells
11th Edition
,Table of Contents
Chapter 1 Strategic Brand Communication 1
Chapter 2 Advertising 36
Chapter 3 Public Relations 73
Chapter 4 Action and Interaction Direct Response and Promotions 110
Chapter 5 How Brand Communication Works 148
Chapter 6 Strategic Research 188
Chapter 7 Segmenting and Targeting the Audience 229
Chapter 8 Strategic Planning 269
Chapter 9 The Creative Side 308
Chapter 10 Promotional Writing 344
Chapter 11 Visual Communication 381
Chapter 12 Media Basics 416
Chapter 13 Paid Media 454
Chapter 14 Owned, Interactive, and Earned Media 495
Chapter 15 Media Planning and Negotiation 535
Chapter 16 IMC Management 572
Chapter 17 Evaluating IMC Effectiveness 610
Chapter 18 Social Impact, Responsibility, and Ethics-Is It Right 649
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 1 Strategic Brand Communication
1) Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
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
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
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?
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
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?
Difficulty: Easy
AACSB: Written and oral communication
4) The four tools of product, price, place, and promotion are collectively referred to as the
________.
A) product mix
B) promotion mix
C) marketing mix
D) integration elements
E) exchange elements
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
______________________________________________________________________________________________
1|Page
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
5) The marketing mix is also known as the ________.
A) four Cs
B) four Ms
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?
Difficulty: Easy
6) To marketing communication partners, the company or firm behind a brand is referred to as
the ________.
A) intermediary
B) vendor
C) client
D) supplier
E) distributor
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?
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) all of the above
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?
A) marketer
B) supplier or vendor
C) distributor or retailer
D) agency
E) brand manager
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
______________________________________________________________________________________________
2|Page
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
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
B) suppliers
C) distributors
D) agencies
E) retailers
Answer: B
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 ________.
A) network chain
B) channel of distribution
C) supply chain
D) ingredient chain
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
manufacturer into the hands of its end buyers.
A) network chain
B) distribution chain
C) supply chain
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
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
D) demographic
E) partner
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
______________________________________________________________________________________________
3|Page
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
13) The percentage of the total sales in a product category that a particular brand has is called the
brand's ________.
A) position
B) market segment
C) distribution
D) share of market
E) exchange
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
14) Which of the following is NOT considered a main type of market?
A) consumer
B) business-to-business
C) channel
D) institutional
E) media
Answer: E
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
15) ________ markets consist of people who buy products and services for personal or
household use.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
16) ________ markets consist of companies that buy products or services to use in their own
businesses or in making other products.
A) Consumer
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
______________________________________________________________________________________________
4|Page
,______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
17) ________ markets include a wide variety of profit and nonprofit organizations, such as
hospitals, government agencies, and schools, that provide goods and services for the benefit of
society.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Distribution
Answer: D
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
18) ________ markets are made up of members of a company's distribution chain.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
19) Resellers in a channel market are also known as ________.
A) suppliers
B) vendors
C) intermediaries
D) shareholders
E) competitors
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
20) Most marketing communication dollars are spent on ________ markets.
A) consumer
B) business-to-business
C) media
D) channel
E) institutional
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
______________________________________________________________________________________________
5|Page
, ______________________________________________________________________________________________
Test Bank - Advertising & Imc Principles And Practice, 11th Edition (Moriarty, 2019)
21) Marketing communication that focuses primarily on price and its relation to value is called
________.
A) price copy
B) prestige pricing
C) direct marketing
D) prospecting
E) added value
Answer: A
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
22) Collectively, the companies involved in moving a product to its customers are called the
________.
A) supply chain
B) distribution chain
C) institutional market
D) consumer market
E) trade market
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
23) The identification of potential customers is called ________.
A) customer service
B) lead generation
C) direct marketing
D) personal sales
E) field sales
Answer: B
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Easy
AACSB: Written and oral communication
24) In which type of personal selling does a sales clerk provide assistance to store customers?
A) prospecting
B) field sales
C) retail selling
D) direct marketing
E) lead selling
Answer: C
Learning Objective: 1.1: What is the marketing mix, and how does it send messages?
Difficulty: Moderate
______________________________________________________________________________________________
6|Page
