an integrated marketing communications perspective
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Advertising and Promotion An Integrated
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Solutions Test Bank For Advertising and Promotion: An
Integrated Marketing Communications Perspective 12th
,1. Award: 10.00 points
Full of Fun Industries has been reviewing their advertising spending on traditional media such as
television, radio, and print. The noticed that their 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.
online advertising
one-stop advertising
➜ digital advertising
social media advertising
video advertising
Advertising spending is shifting from traditional media such as television, radio, and print to digital
formats including online search, display and video ads as well as advertising on social media. In 2019,
spending on digital advertising in the United States surpassed that spent on traditional media
advertising (54 percent vs. 46 percent) for the first time and by 2023, digital ads are forecast to capture
more than two-thirds of all advertising spending.
References
Multiple Choice Difficulty: 1 Easy Learning Objective: 01-01 Describe the role
of advertising and other promotional
elements in marketing.
,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.
opportunities
plans
advertisements
➜ exchanges
contributions
American Marketing Association (AMA), the organization that represents marketing professionals in the
United States and Canada, defined marketing as the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy
individual and organizational objectives.
References
Multiple Choice Difficulty: 1 Easy Learning Objective: 01-01 Describe the role
of advertising and other promotional
elements in marketing.
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.
empirical
➜ experiential
emotional
empathetic
empathic
Value is the customer’s perception of all of the benefits of a product or service weighed against all the
costs of acquiring and consuming it. Benefits can be functional (the performance of the product),
experiential (what it feels like to use the product), and/or psychological (feelings such as self-esteem or
status that result from owning a particular brand).
References
Multiple Choice Difficulty: 2 Medium Learning Objective: 01-01 Describe the role
, of advertising and other promotional
elements in marketing.
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 promotional tools rather than relying primarily on media
advertising. The new VP is embracing the concept of
international marketing communications.
interdepartmental marketing communications.
informational marketing communications.
➜ integrated marketing communications.
intradepartmental marketing communications.
As marketers embraced the concept of integrated marketing communications, they began asking their
ad agencies to coordinate the use of a variety of promotional tools rather than relying primarily on
media advertising. A number of companies also began to look beyond traditional advertising agencies
and use other types of promotional specialists.
References
Multiple Choice Difficulty: 2 Medium Learning Objective: 01-02 Discuss the
evolution of the integrated marketing
communications (IMC) concept.
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.
organized
➜ centralized
energized
formalized
right-sized
The integrated marketing communications approach recognizes that every customer interaction with a
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