101 Free Test Bank for Advertising and Promotion 10th Edition by Belch

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According to the definition of integrated marketing communications (IMC) given by Don Schultz, which of the following is true of IMC?

•  A. It is a tactical integration of various communication activities.
•  B. It does not view the audience as an important part of the IMC process.
•  C. It does not view the employees as an important part of the IMC process.
•  D. It is viewed as an ongoing strategic business process.
•  E. It simply involves bundling promotional mix elements together.

Which of the following is an example of a marketing exchange?

•  A. The waitress gave Cyrus a menu and he placed his food order.
•  B. Griffin helped Mandy replace the air filter in her lawn mower.
•  C. Ken and Maggie gave their son an MP3 player for his birthday.
•  D. Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence.
•  E. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.

Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?

•  A. Advertising
•  B. Branding
•  C. Packaging
•  D. Publicity
•  E. Sales promotion

Which of the following best defines integrated marketing communications?

•  A. It is a term used in cause marketing that speaks about the degree of control customers hold over the cause they choose to support.
•  B. It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers.
•  C. It is software that gathers and analyzes information about customer interactions with all the employees of a company.
•  D. It is a collection of informational resources that describes a company's products and services and assists in marketing the same.
•  E. It involves dividing the customers into similar subgroups based on media usage, demographics, psychographics, and product usage.

According to the American Association of Advertising Agencies, _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact.

•  A. experiential marketing
•  B. buzz marketing
•  C. double-loop marketing communications
•  D. integrated marketing communications
•  E. bait marketing

According to the American Marketing Association's definition of marketing, which of the following statements 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 has to involve the exchange of money.

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders.

•  A. Decentralized communication systems
•  B. Bait-and-switch marketing approach
•  C. Integrated marketing communications
•  D. Mass media advertising
•  E. Customer newsletter service

The 4A's definition of integrated marketing communications focuses on:

•  A. the organizations creating a sustainable supply chain for developing a socially responsible business.
•  B. the fact that nonpersonal communications must be totally avoided for a better communications impact.
•  C. the employees keeping track of future prospects by maintaining a customer interaction tracker.
•  D. the development of bait-and-switch marketing activities in all organizations.
•  E. the process of using all forms of promotion to achieve maximum communication impact.

_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it.

•  A. Brand evangelism
•  B. Brand identity
•  C. Brand extension
•  D. Brand differentiation
•  E. Brand engagement

In the advertising industry, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of:

•  A. positioning.
•  B. integration.
•  C. channel conflict.
•  D. relationship marketing.
•  E. diffusion.

_____ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.

•  A. Branding
•  B. Product distribution
•  C. Pricing
•  D. Promotion
•  E. Market segmentation

Traditionally, which of the following has been considered an element of the promotional mix?

•  A. Packaging
•  B. Advertising
•  C. Direct marketing
•  D. Interactive media
•  E. Branding

Which of the following statements best defines value?

•  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