TEST BANK for Advertising and Promotion An Inte
X X X X X X X
grated Marketing Communications Perspective, 13th
X X X X
Edition by Michael A. Belch, George E. Belch
X X X X X X X X
All Chapters Fully Covered 1-
X X X X
22| Verified Questions & 100% Correct Answers for Exam Preparation
X X X X X X X X X
s| A+ GRADE GUARANTEED
X X X
1|Page
X X X X X
, Chapter 01: An Introduction to Integrated Marketing Communications
X X X X X X X
1) A consumer products company has been reviewing its advertising spending on traditional media such
X X X X X X X X X X X X X
Xas television, radio, and print. The company noticed that its competitors across the country are spendin
X X X X X X X X X X X X X X X
g less on traditional advertising and more on
X X X X X X X
, which includes online search, display and video ads, and advertising on social media.
X X X X X X X X X X X X X
A) online advertising X
B) one-stop advertising X
C) digital advertising X
D) social media advertisingX X
E) video advertising X
2) Prior to the development of integrated marketing communications, which promotional function
X X X X X X X X X X
Xdominated in most companies? X X X
A) mass-media advertising X
B) sales promotion X
C) public relations X
D) publicity
E) direct marketing X
3) According to the American Marketing Association, the organization that represents marketing pro
X X X X X X X X X X X
fessionals in the United States and Canada, marketing is the process of planning and executing the co
X X X X X X X X X X X X X X X X
nception, pricing, promotion, and distribution of ideas, goods, and services to create
X X X X X X X X X X X
that satisfy individual and organizational objectives.
X X X X X
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
2|Page
X X X X X
,4) Ashton industries is learning more about its customers’ perception of value. An independent survey
X X X X X X X X X X X X X
Xshowed that Ashton’s customers weigh all of the benefits of a product against all the costs of acquirin
X X X X X X X X X X X X X X X X X
g and consuming it. Benefits are categorized as functional, , and/or psychological.
X X X X X X X X X X X
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
X X X X X X
A) The waitress gave Emilio a menu and he placed his food order.
X X X X X X X X X X X
B) Ryan helped Joslynn replace the air filter in her furnace.
X X X X X X X X X
C) Nash and Janelle gave their son a skateboard for his birthday.
X X X X X X X X X X
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
X X X X X X X X X X X X X X
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
X X X X X X X X X X X X X
6) According to the American Marketing Association’s definition of marketing, which statement is true?
X X X X X X X X X X X X
A) Most marketers are seeking a one-time exchange or transaction with their customers.
X X X X X X X X X X X
B) The focus of production- X X X
driven companies is on developing and sustaining relationships with their customers.
X X X X X X X X X X
C) Successful companies recognize that creating and delivering value to their customers is extremely
X X X X X X X X X X X X
important.
X
D) Though marketing plays an important role in developing relationships with customers, it does not
X X X X X X X X X X X X X
help in maintaining them.
X X X X
E) By definition, a marketing transaction must involve the exchange of money.
X X X X X X X X X X
7) Value can best be defined as
X X X X X
A) the coordination of all seller-
X X X X
initiated efforts to set up channels of information and persuasion in order to sell goods and services or p
X X X X X X X X X X X X X X X X X X
romote an idea. X X
3|Page
X X X X X
, B) the combination of factors like name, logo, design, and packaging that comes to mind when
X X X X X X X X X X X X X X
consumers think about a brand.
X X X X X
C) the desire and ability of two or more parties to exchange something of importance with one
X X X X X X X X X X X X X X X
another.
X
D) the customer’s perception of all of the benefits of a product or service weighed against all the
X X X X X X X X X X X X X X X X
costs of acquiring and consuming it.
X X X X X
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
X X X X X X X X X X X X X X X
8) The four Ps of the marketing mix are product, price, promotion, and
X X X X X X X X X X X
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
X X X X X X X
A) points-of-parity.
B) promotional mix. X
C) marketing mix. X
D) supply chain components.X X
E) exchange mix. X
10) CBX Industries has always worked with On-
X X X X X X
Point Advertising, a traditional advertising agency. Now CBX’s new marketing VP wants to add in other
X X X X X X X X X X X X X X X
Xtypes of promotional specialists and has asked On-
X X X X X X X
Point to start using a variety of promotional tools rather than relying primarily on media advertising. Th
X X X X X X X X X X X X X X X X
e new VP is embracing the concept of
X X X X X X X
A) international marketing communications. X X
B) interdepartmental marketing communications. X X
C) informational marketing communications. X X
4|Page X X X X X
X X X X X X X
grated Marketing Communications Perspective, 13th
X X X X
Edition by Michael A. Belch, George E. Belch
X X X X X X X X
All Chapters Fully Covered 1-
X X X X
22| Verified Questions & 100% Correct Answers for Exam Preparation
X X X X X X X X X
s| A+ GRADE GUARANTEED
X X X
1|Page
X X X X X
, Chapter 01: An Introduction to Integrated Marketing Communications
X X X X X X X
1) A consumer products company has been reviewing its advertising spending on traditional media such
X X X X X X X X X X X X X
Xas television, radio, and print. The company noticed that its competitors across the country are spendin
X X X X X X X X X X X X X X X
g less on traditional advertising and more on
X X X X X X X
, which includes online search, display and video ads, and advertising on social media.
X X X X X X X X X X X X X
A) online advertising X
B) one-stop advertising X
C) digital advertising X
D) social media advertisingX X
E) video advertising X
2) Prior to the development of integrated marketing communications, which promotional function
X X X X X X X X X X
Xdominated in most companies? X X X
A) mass-media advertising X
B) sales promotion X
C) public relations X
D) publicity
E) direct marketing X
3) According to the American Marketing Association, the organization that represents marketing pro
X X X X X X X X X X X
fessionals in the United States and Canada, marketing is the process of planning and executing the co
X X X X X X X X X X X X X X X X
nception, pricing, promotion, and distribution of ideas, goods, and services to create
X X X X X X X X X X X
that satisfy individual and organizational objectives.
X X X X X
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
2|Page
X X X X X
,4) Ashton industries is learning more about its customers’ perception of value. An independent survey
X X X X X X X X X X X X X
Xshowed that Ashton’s customers weigh all of the benefits of a product against all the costs of acquirin
X X X X X X X X X X X X X X X X X
g and consuming it. Benefits are categorized as functional, , and/or psychological.
X X X X X X X X X X X
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
X X X X X X
A) The waitress gave Emilio a menu and he placed his food order.
X X X X X X X X X X X
B) Ryan helped Joslynn replace the air filter in her furnace.
X X X X X X X X X
C) Nash and Janelle gave their son a skateboard for his birthday.
X X X X X X X X X X
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
X X X X X X X X X X X X X X
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
X X X X X X X X X X X X X
6) According to the American Marketing Association’s definition of marketing, which statement is true?
X X X X X X X X X X X X
A) Most marketers are seeking a one-time exchange or transaction with their customers.
X X X X X X X X X X X
B) The focus of production- X X X
driven companies is on developing and sustaining relationships with their customers.
X X X X X X X X X X
C) Successful companies recognize that creating and delivering value to their customers is extremely
X X X X X X X X X X X X
important.
X
D) Though marketing plays an important role in developing relationships with customers, it does not
X X X X X X X X X X X X X
help in maintaining them.
X X X X
E) By definition, a marketing transaction must involve the exchange of money.
X X X X X X X X X X
7) Value can best be defined as
X X X X X
A) the coordination of all seller-
X X X X
initiated efforts to set up channels of information and persuasion in order to sell goods and services or p
X X X X X X X X X X X X X X X X X X
romote an idea. X X
3|Page
X X X X X
, B) the combination of factors like name, logo, design, and packaging that comes to mind when
X X X X X X X X X X X X X X
consumers think about a brand.
X X X X X
C) the desire and ability of two or more parties to exchange something of importance with one
X X X X X X X X X X X X X X X
another.
X
D) the customer’s perception of all of the benefits of a product or service weighed against all the
X X X X X X X X X X X X X X X X
costs of acquiring and consuming it.
X X X X X
E) the amount of funds invested by the shareholders of a company in promoting its product portfolio.
X X X X X X X X X X X X X X X
8) The four Ps of the marketing mix are product, price, promotion, and
X X X X X X X X X X X
A) people.
B) place.
C) package.
D) process.
E) perception.
9) Price, product, place, and promotion together form the
X X X X X X X
A) points-of-parity.
B) promotional mix. X
C) marketing mix. X
D) supply chain components.X X
E) exchange mix. X
10) CBX Industries has always worked with On-
X X X X X X
Point Advertising, a traditional advertising agency. Now CBX’s new marketing VP wants to add in other
X X X X X X X X X X X X X X X
Xtypes of promotional specialists and has asked On-
X X X X X X X
Point to start using a variety of promotional tools rather than relying primarily on media advertising. Th
X X X X X X X X X X X X X X X X
e new VP is embracing the concept of
X X X X X X X
A) international marketing communications. X X
B) interdepartmental marketing communications. X X
C) informational marketing communications. X X
4|Page X X X X X
