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
SCHOLARVAULT
,5) The #opmarketing #opmix #opis #opalso #opknown #opas #opthe #op .
A) four #opCs
B) four #opMs
C) competitive #opadvantage
D) marketing #opchannel
E) four
#opPs
#opAnswer:
# o p E
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
6) To #opmarketing #opcommunication #oppartners, #opthe #opcompany #opor #opfirm #opbehind #opa #opbrand #opis
#opreferred #opto #opas #opthe #op .
A) intermediary
B) vendor
C) client
D) supplier
E) distributor
#opAnswer:
# op C
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Moderate
7) Which #opof #opthe #opfollowing #opare #opconsidered #op"key #opplayers" #opin #opthe #opmarketing #opindustry?
A) marketers
B) suppliers #opor #opvendors
C) distributors #opor #opretailers
D) agencies
E) all #opof #opthe
#opabove #opAnswer:
# op E
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
8) Which #opkey #opplayer #opin #opmarketing #oprefers #opto #opthe #oporganization, #opcompany, #opor
#opmanufacturer #opproducing #opthe #opproduct #opand #opoffering #opit #opfor #opsale?
A) marketer
B) supplier #opor #opvendor
C) distributor #opor #opretailer
D) agency
E) brand
#opmanager
#opAnswer: # o p A
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
SCHOLARVAULT
,9) The #opmaterials #opand #opingredients #opused #opin #opproducing #opthe #opproduct #opare #opobtained
#opfrom #opother #opcompanies #opthat #opare #opreferred #opto #opas #opthe #opproducer's #op .
A) marketers
B) suppliers
C) distributors
D) agencies
E) retailers
#opAnswer:
#opB
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
10) The #opcomplex #opnetwork #opof #opvendors #opthat #opproduce #opcomponents #opand #opingredients
#opwhich #opare #opthen #opsold #opto #opthe #opmanufacturer #opis #opknown #opas #opthe #op .
A) network #opchain
B) channel #opof #opdistribution
C) supply #opchain
D) ingredient #opchain
E) distribution
#opchain #opAnswer:
# op C
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
11) The #op #oprefers #opto #opthe #opvarious #opcompanies #opthat #opare #opinvolved #opin #opmoving #opa
#opproduct #opfrom #opits #opmanufacturer #opinto #opthe #ophands #opof #opits #opend #opbuyers.
A) network #opchain
B) distribution #opchain
C) supply #opchain
D) ingredient #opchain
E) promotion
#opnetwork #opAnswer:
# op B
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
12) What #opterm #opis #opused #opto #opmean #opeither #opa #opplace #opwhere #opan #opexchange #opoccurs #opor #opa
#opparticular #optype #opof #opbuyer?
A) market
B) position
C) channel
D) demographic
E) partner
#opAnswer:
# o p A
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
SCHOLARVAULT
, 13) The #oppercentage #opof #opthe #optotal #opsales #opin #opa #opproduct #opcategory #opthat #opa #opparticular #opbrand
#ophas #opis #opcalled #opthe #opbrand's #op .
A) position
B) market #opsegment
C) distribution
D) share #opof #opmarket
E) exchange
#opAnswer:
# op D
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
14) Which #opof #opthe #opfollowing #opis #opNOT #opconsidered #opa #opmain #optype #opof #opmarket?
A) consumer
B) business-to-business
C) channel
D) institutional
E) media
#opAnswer:
# o p E
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Moderate
15) #opmarkets #opconsist #opof #oppeople #opwho #opbuy #opproducts #opand #opservices #opfor
#oppersonal #opor #ophousehold #opuse.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
#opAnswer:
# o p A
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
16) #opmarkets #opconsist #opof #opcompanies #opthat #opbuy #opproducts #opor #opservices #opto #opuse
#opin #optheir #opown #opbusinesses #opor #opin #opmaking #opother #opproducts.
A) Consumer
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
#opAnswer:
#opB
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
SCHOLARVAULT
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
SCHOLARVAULT
,5) The #opmarketing #opmix #opis #opalso #opknown #opas #opthe #op .
A) four #opCs
B) four #opMs
C) competitive #opadvantage
D) marketing #opchannel
E) four
#opPs
#opAnswer:
# o p E
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
6) To #opmarketing #opcommunication #oppartners, #opthe #opcompany #opor #opfirm #opbehind #opa #opbrand #opis
#opreferred #opto #opas #opthe #op .
A) intermediary
B) vendor
C) client
D) supplier
E) distributor
#opAnswer:
# op C
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Moderate
7) Which #opof #opthe #opfollowing #opare #opconsidered #op"key #opplayers" #opin #opthe #opmarketing #opindustry?
A) marketers
B) suppliers #opor #opvendors
C) distributors #opor #opretailers
D) agencies
E) all #opof #opthe
#opabove #opAnswer:
# op E
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
8) Which #opkey #opplayer #opin #opmarketing #oprefers #opto #opthe #oporganization, #opcompany, #opor
#opmanufacturer #opproducing #opthe #opproduct #opand #opoffering #opit #opfor #opsale?
A) marketer
B) supplier #opor #opvendor
C) distributor #opor #opretailer
D) agency
E) brand
#opmanager
#opAnswer: # o p A
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
SCHOLARVAULT
,9) The #opmaterials #opand #opingredients #opused #opin #opproducing #opthe #opproduct #opare #opobtained
#opfrom #opother #opcompanies #opthat #opare #opreferred #opto #opas #opthe #opproducer's #op .
A) marketers
B) suppliers
C) distributors
D) agencies
E) retailers
#opAnswer:
#opB
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
10) The #opcomplex #opnetwork #opof #opvendors #opthat #opproduce #opcomponents #opand #opingredients
#opwhich #opare #opthen #opsold #opto #opthe #opmanufacturer #opis #opknown #opas #opthe #op .
A) network #opchain
B) channel #opof #opdistribution
C) supply #opchain
D) ingredient #opchain
E) distribution
#opchain #opAnswer:
# op C
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
11) The #op #oprefers #opto #opthe #opvarious #opcompanies #opthat #opare #opinvolved #opin #opmoving #opa
#opproduct #opfrom #opits #opmanufacturer #opinto #opthe #ophands #opof #opits #opend #opbuyers.
A) network #opchain
B) distribution #opchain
C) supply #opchain
D) ingredient #opchain
E) promotion
#opnetwork #opAnswer:
# op B
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
12) What #opterm #opis #opused #opto #opmean #opeither #opa #opplace #opwhere #opan #opexchange #opoccurs #opor #opa
#opparticular #optype #opof #opbuyer?
A) market
B) position
C) channel
D) demographic
E) partner
#opAnswer:
# o p A
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
SCHOLARVAULT
, 13) The #oppercentage #opof #opthe #optotal #opsales #opin #opa #opproduct #opcategory #opthat #opa #opparticular #opbrand
#ophas #opis #opcalled #opthe #opbrand's #op .
A) position
B) market #opsegment
C) distribution
D) share #opof #opmarket
E) exchange
#opAnswer:
# op D
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
14) Which #opof #opthe #opfollowing #opis #opNOT #opconsidered #opa #opmain #optype #opof #opmarket?
A) consumer
B) business-to-business
C) channel
D) institutional
E) media
#opAnswer:
# o p E
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Moderate
15) #opmarkets #opconsist #opof #oppeople #opwho #opbuy #opproducts #opand #opservices #opfor
#oppersonal #opor #ophousehold #opuse.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Media
#opAnswer:
# o p A
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
16) #opmarkets #opconsist #opof #opcompanies #opthat #opbuy #opproducts #opor #opservices #opto #opuse
#opin #optheir #opown #opbusinesses #opor #opin #opmaking #opother #opproducts.
A) Consumer
B) Business-to-business
C) Distribution
D) Institutional
E) Indirect
#opAnswer:
#opB
Learning #opObjective: # o p 1.1: #opWhat #opis #opthe #opmarketing #opmix, #opand #ophow #opdoes #opit #opsend
#opmessages? #opDifficulty: # o p Easy
SCHOLARVAULT
