,DOWNLOAD THE Test Bank for Advertising and Promotion
Integrated Marketing Communications Perspective 12th
Edition Belch
Advertising and Promotion Integrated Marketing
ANSWERS ARE LOCATED IN THE SECOND PART OF THIS DOCUMENT
TRUE/FALSE - Write 'T' if the statement is true and 'F' if the statement is
false.
1) Traditionally, direct selling via independent contractors has been the
primarymedium for direct-response advertising.
⊚ true
⊚ false
2) Omnichannel retailing involves using a combination of physical or offline
channels as well as digital or online channels to influence a customer’s shopping
experience, including research before a purchase and service after a sale.
⊚ true
⊚ false
3) Publicity is always under the control of an organization, so the
organizationcan make sure it is positive.
⊚ true
⊚ false
4) Companies or brands that are new to the market or those for whom
perceptionsare negative should focus on the benefits or attributes of the specific
product or service, and not on their image.
⊚ true
⊚ false
5) Analysis of the communication process may involve preliminary discussions
onmedia- mix options and their cost implications.
⊚ true
⊚ false
Version 1
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion
Integrated Marketing Communications Perspective 12th
Edition Belch
Advertising and Promotion Integrated Marketing
MULTIPLE CHOICE - Choose the one alternative that best completes the
statementor answers the question.
6) Full of Fun Industries has been reviewing their advertising spending on
traditionalmedia such as television, radio, and print. The noticed that their competitors across
thecountry are spending less on traditional advertising and more on , which
includes online search, display and video ads, and advertising on social media.
A) online advertising
B) one-stop advertising
C) digital advertising
D) social media advertising
E) video advertising
7) According to the American Marketing Association, the organization that
represents marketing professionals in the United States and Canada, marketing is
planning and executing the conception, pricing, promotion, and distribution of ideas,
goods, and services to create
that satisfy individual and organizational objectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
8) KB industries is learning more about their customers’ perception of value. An
independent survey showed that customers weigh all of the benefits of a product
against all the costs of acquiring and consuming it. Benefits are categorized as
functional, , and/or
psychological.
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
Version 2
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion
Integrated Marketing Communications Perspective 12th
Edition Belch
Advertising and Promotion Integrated Marketing
9) GSI Industries has always worked with Productive Advertising, a traditional
advertising agency. Now GSI’s new marketing VP wants to add in other types of
promotional specialists and has asked Productive to start using a variety of
promotionaltools rather than relying primarily on media advertising. The new VP
is embracing theconcept of
A) international marketing communications.
B) interdepartmental marketing communications.
C) informational marketing communications.
D) integrated marketing communications.
E) intradepartmental marketing communications.
10) Money Backed Enterprises recognizes the importance of identifying every
opportunity to deliver on the brand promise, strengthen customer relationships, and
customer deepen loyalty. They are using an integrated marketing communications
approach to a(n) messaging
function so that everything a company says and does communicates a common theme
and positioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
11) Clear Cite Industries’ goals are to both generate short-term financial returns
and build long-term brand and shareholder value. They have chosen to use a
strategic business process called to plan, develop, execute, and evaluate
coordinated, measurable, persuasive brand communications programs over time
withconsumers, customers, prospects, employees, associates, and other targeted relevant
external and internal audiences.
Version 3
mynursytest.store
Integrated Marketing Communications Perspective 12th
Edition Belch
Advertising and Promotion Integrated Marketing
ANSWERS ARE LOCATED IN THE SECOND PART OF THIS DOCUMENT
TRUE/FALSE - Write 'T' if the statement is true and 'F' if the statement is
false.
1) Traditionally, direct selling via independent contractors has been the
primarymedium for direct-response advertising.
⊚ true
⊚ false
2) Omnichannel retailing involves using a combination of physical or offline
channels as well as digital or online channels to influence a customer’s shopping
experience, including research before a purchase and service after a sale.
⊚ true
⊚ false
3) Publicity is always under the control of an organization, so the
organizationcan make sure it is positive.
⊚ true
⊚ false
4) Companies or brands that are new to the market or those for whom
perceptionsare negative should focus on the benefits or attributes of the specific
product or service, and not on their image.
⊚ true
⊚ false
5) Analysis of the communication process may involve preliminary discussions
onmedia- mix options and their cost implications.
⊚ true
⊚ false
Version 1
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion
Integrated Marketing Communications Perspective 12th
Edition Belch
Advertising and Promotion Integrated Marketing
MULTIPLE CHOICE - Choose the one alternative that best completes the
statementor answers the question.
6) Full of Fun Industries has been reviewing their advertising spending on
traditionalmedia such as television, radio, and print. The noticed that their competitors across
thecountry are spending less on traditional advertising and more on , which
includes online search, display and video ads, and advertising on social media.
A) online advertising
B) one-stop advertising
C) digital advertising
D) social media advertising
E) video advertising
7) According to the American Marketing Association, the organization that
represents marketing professionals in the United States and Canada, marketing is
planning and executing the conception, pricing, promotion, and distribution of ideas,
goods, and services to create
that satisfy individual and organizational objectives.
A) opportunities
B) plans
C) advertisements
D) exchanges
E) contributions
8) KB industries is learning more about their customers’ perception of value. An
independent survey showed that customers weigh all of the benefits of a product
against all the costs of acquiring and consuming it. Benefits are categorized as
functional, , and/or
psychological.
A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
Version 2
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion
Integrated Marketing Communications Perspective 12th
Edition Belch
Advertising and Promotion Integrated Marketing
9) GSI Industries has always worked with Productive Advertising, a traditional
advertising agency. Now GSI’s new marketing VP wants to add in other types of
promotional specialists and has asked Productive to start using a variety of
promotionaltools rather than relying primarily on media advertising. The new VP
is embracing theconcept of
A) international marketing communications.
B) interdepartmental marketing communications.
C) informational marketing communications.
D) integrated marketing communications.
E) intradepartmental marketing communications.
10) Money Backed Enterprises recognizes the importance of identifying every
opportunity to deliver on the brand promise, strengthen customer relationships, and
customer deepen loyalty. They are using an integrated marketing communications
approach to a(n) messaging
function so that everything a company says and does communicates a common theme
and positioning.
A) organized
B) centralized
C) energized
D) formalized
E) right-sized
11) Clear Cite Industries’ goals are to both generate short-term financial returns
and build long-term brand and shareholder value. They have chosen to use a
strategic business process called to plan, develop, execute, and evaluate
coordinated, measurable, persuasive brand communications programs over time
withconsumers, customers, prospects, employees, associates, and other targeted relevant
external and internal audiences.
Version 3
mynursytest.store
