Test Bank for Advertising and Promotion: An Integrated Marketing Communications Perspective, 13th Edition Belch
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Course
Advertising
Institution
Advertising
Test Bank for Advertising and Promotion: An Integrated Marketing Communications Perspective, 13th Edition by George Belch and Michael Belch. Full Chapters test bank are included - Chapter 1 to 22
PART ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS
Chapter 1: An Introduction to Integr...
Chapter 01 13e Belch
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
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, 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.
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.
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