Wednesday, 29 April 2015

53 Free Test Bank for Contemporary Advertising and Integrated Marketing Communications 14th Edition by Arens

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A company’s first market should always be its _____.
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A brochure about a ceiling fan, a pamphlet of recipes from the producers of cranberry juice products, and instructions that come with telephone systems are examples of _____.
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Some products are publicized using _____, in which an ad claims the product is equal in quality to higher priced brands.
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In a(n) _____, the company works continuously with customers (and other stakeholders) to discover ways to deliver better value.
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A real or imaginary spokesperson who lends some voice or tone to the ad within the text of the ad is known as a(n) _____.
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According to the integration triangle, which of the following are "do" messages?
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In 2002, a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world. In other words, the company decided to use _____.
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_____ is creating, maintaining, and enhancing long-term bonds with customers and other stakeholders that result in exchanges of information and other things of mutual value.
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_____ tends to appear in specialized trade publications or professional journals, in direct-mail pieces sent to businesses, or in trade shows.
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According to the integration triangle, which of the following are "say" messages ?
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The company that is advertising a product or idea is known as the _____.
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_____ advertising is aimed at people who buy the product for their own or someone else’s use.
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_____ is used around the world by governments and nonprofit organizations to seek donations, volunteer support, or changes in consumer behavior.
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_____ messages often have the least impact because they are seen as self-serving.
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Advertising targeted at pet-care stores to increase the distribution of pet food is an example of _____.
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Companies that commit to relationship marketing are generally trying to:
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In a(n) _____, a salesperson sells products and encourages customers to call if they encounter any problems.
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When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing _____.
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A firm’s advertising is always aimed at a particular segment of the population referred to as the _____.
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Of all the business functions, _____ is the only one whose primary role is to bring in revenue.
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To succeed, companies must focus on managing loyalty among carefully chosen customers and stakeholders because:
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A TV ad for a soft drink falls under the category of _____ advertising.
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A firm’s marketing activities are always aimed at a particular segment of the population called the _____.
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A restaurant owner, who, in a magazine, came across an ad for an international trade show for people in the hospitality business, decided to request for further information on the show together with a registration form. In the context of advertising, this is a form of _____.
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