,
,TEST BANK Advertising and Promotion An Integrated Marketing Communications
Perspective 13th Edition
Chapter 01: An Introduction to Integrated Marketing Communications
1) A consumer products company has been reviewing its advertising spending on traditional
media such as television, radio, and print. The company noticed that its competitors across
the country 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
2) Prior to the development of integrated marketing communications, which promotional
function dominated in most companies?
A) mass-media advertising
B) sales promotion
C) public relations
D) publicity
E) direct marketing
3) According to the American Marketing Association, the organization that represents
marketing professionals in the United States and Canada, marketing is the process of
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
4) Ashton industries is learning more about its customers’ perception of value. An independent
survey showed that Ashton’s 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.
1
, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
A) The waitress gave Emilio a menu and he placed his food order.
B) Ryan helped Joslynn replace the air filter in her furnace.
C) Nash and Janelle gave their son a skateboard for his birthday.
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
6) According to the American Marketing Association’s definition of marketing, which
statement is true?
A) Most marketers are seeking a one-time exchange or transaction with their customers.
B) The focus of production-driven companies is on developing and sustaining
relationships with their customers.
C) Successful companies recognize that creating and delivering value to their customers
is extremely important.
D) Though marketing plays an important role in developing relationships with
customers, it does not help in maintaining them.
E) By definition, a marketing transaction must involve the exchange of money.
7) Value can best be defined as
A) the coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea.
B) the combination of factors like name, logo, design, and packaging that comes to mind
when consumers think about a brand.
C) the desire and ability of two or more parties to exchange something of importance
with one another.
D) the customer’s perception of all of the benefits of a product or service weighed
against all the costs of acquiring and consuming it.
E) the amount of funds invested by the shareholders of a company in promoting its
product portfolio.
2
,TEST BANK Advertising and Promotion An Integrated Marketing Communications
Perspective 13th Edition
Chapter 01: An Introduction to Integrated Marketing Communications
1) A consumer products company has been reviewing its advertising spending on traditional
media such as television, radio, and print. The company noticed that its competitors across
the country 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
2) Prior to the development of integrated marketing communications, which promotional
function dominated in most companies?
A) mass-media advertising
B) sales promotion
C) public relations
D) publicity
E) direct marketing
3) According to the American Marketing Association, the organization that represents
marketing professionals in the United States and Canada, marketing is the process of
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
4) Ashton industries is learning more about its customers’ perception of value. An independent
survey showed that Ashton’s 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.
1
, A) empirical
B) experiential
C) emotional
D) empathetic
E) empathic
5) Which scenario best illustrates a marketing exchange?
A) The waitress gave Emilio a menu and he placed his food order.
B) Ryan helped Joslynn replace the air filter in her furnace.
C) Nash and Janelle gave their son a skateboard for his birthday.
D) Mrs. Miller gave Lars a box of homemade fudge in return for painting her fence.
E) Natasha asked Sherice if she could borrow her pen because hers had stopped working.
6) According to the American Marketing Association’s definition of marketing, which
statement is true?
A) Most marketers are seeking a one-time exchange or transaction with their customers.
B) The focus of production-driven companies is on developing and sustaining
relationships with their customers.
C) Successful companies recognize that creating and delivering value to their customers
is extremely important.
D) Though marketing plays an important role in developing relationships with
customers, it does not help in maintaining them.
E) By definition, a marketing transaction must involve the exchange of money.
7) Value can best be defined as
A) the coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea.
B) the combination of factors like name, logo, design, and packaging that comes to mind
when consumers think about a brand.
C) the desire and ability of two or more parties to exchange something of importance
with one another.
D) the customer’s perception of all of the benefits of a product or service weighed
against all the costs of acquiring and consuming it.
E) the amount of funds invested by the shareholders of a company in promoting its
product portfolio.
2
