(Test Bank) Advertising And Promotion: An Integrated Marketing Communications Perspective

Belch, 12

Business

Test Bank

12th Edition

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Test Bank for Advertising And Promotion: An Integrated Marketing Communications Perspective, The downloadable file consists of 1384 pages, and the total size of the file is 6.02 MB. Purchase now only for highly discounted price.

Author(s): Belch

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Study Note Preview

Version 1 1 CHAPTER 1 TRUE/FALSE - Write 'T' if the statement is true and 'F' if the statement is false. 1) Traditionally, direct selling via independent contractors has been the primary medium for direct-response advertising. ⊚ true ⊚ false 2) Omnichannel retailing involves using a combination of physical or offline channels as well as digital or online channels to influence a customer’s shopping experience, including research before a purchase and service after a sale. ⊚ true ⊚ false 3) Publicity is always under the control of an organization, so the organization can make sure it is positive. ⊚ true ⊚ false 4) Companies or brands that are new to the market or those for whom perceptions are negative should focus on the benefits or attributes of the specific product or service, and not on their image. ⊚ true ⊚ false 5) Analysis of the communication process may involve preliminary discussions on media-mix options and their cost implications. ⊚ true ⊚ false Version 1 2 MULTIPLE CHOICE - Choose the one alternative that best completes the statement or answers the question. 6) 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. A) online advertising B) one-stop advertising C) digital advertising D) social media advertising E) video advertising 7) 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. A) opportunities B) plans C) advertisements D) exchanges E) contributions 8) 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. A) empirical B) experiential C) emotional D) empathetic E) empathic Version 1 3 9) 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 A) international marketing communications. B) interdepartmental marketing communications. C) informational marketing communications. D) integrated marketing communications. E) intradepartmental marketing communications. 10) 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. A) organized B) centralized C) energized D) formalized E) right-sized 11) Clear Cite Industries’ goals are to both generate short-term financial returns and build long-term brand and shareholder value. They have chosen to use a strategic business process called ________ to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant external and internal audiences.Version 1 4 A) international marketing communications B) interdepartmental marketing communications C) informational marketing communications D) integrated marketing communications E) intradepartmental marketing communications 12) One reason Sum Company Marketers are adopting the IMC approach is they understand the value of ________ integrating the various communications functions. A) partially B) covertly C) centrally D) seasonally E) strategically 13) The Internet has become a leading advertising medium, replicating many of the services that were once capturing mass audiences assembled by network television and augmented by other mass media. With the mass audiences fragmenting at an accelerating rate, many marketers are turning to A) individualized marketing. B) personalized marketing. C) mass marketing. D) micromarketing. E) macromarketing. 14) The advertising industry, as well as online publishers such as newspapers, magazines, blogs, and the myriad of websites available on the internet are very concerned over how ________________ may undermine their business model. Version 1 5 A) streaming apps B) ad blockers C) paid ads D) music apps E) mobile apps 15) Most millennial and Gen Z-age consumers have grown up in a brand-conscious, media-heavy, and information-filled world. They are actively seeking ways to ________ advertising. A) employ B) absorb C) learn D) embrace E) avoid 16) To increase sales, NW Inc. is looking for a carefully planned, controlled program, one that requires coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services. This program is better known as A) advertising. B) promotion. C) personal selling. D) marketing. E) public relations. 17) Before sending an advertising message to their audience, Productivity Advertising Agency is working with GSI Industries to better understand how the audience will interpret and respond to that message. This important because with the exception of direct-response advertising, the ________ nature of advertising makes it is difficult to get immediate feedback.Version 1 6 A) random B) personal C) private D) nonpersonal E) privileged 18) Venus Corporation is creating an advertising budget with the goal to reach a large number of customers. Productive Advertising Company advises them that the most cost-effective way to reach a mass market is with A) radio advertising. B) newspaper advertising. C) television advertising. D) mailer advertising. E) magazine advertising. 19) Success Advertising is working with Venus Corporation to create demand for their brand. Success is recommending a class of advertising that will emphasize the reasons consumers should purchase the Venus brand. This class of advertising is called A) trade advertising. B) professional advertising. C) business-to-business advertising. D) direct-response advertising. E) primary-demand advertising. 20) Circle Industries makes the tiles that solar panel manufacturers use to create their products. They are looking to expand their consumer base. The type of advertising that will help them reach potential customers interesting in using Circle tiles in the manufacture of their goods is calledVersion 1 7 A) trade advertising. B) professional advertising. C) business-to-business advertising. D) direct-response advertising. E) primary-demand advertising. 21) X-Ray Industries is coming out with a new model of x-ray machine that will reduce radiation exposure. What type of advertising will help them reach their audience? A) trade advertising B) professional advertising C) business-to-business advertising D) direct-response advertising E) primary-demand advertising 22) Creative Boutique has decided to change their inventory strategy. They are closing their storefronts to rely instead on their supply chain network of manufacturers to ship goods directly to Creative Boutique’s customers. Creative Boutique will now use ________ as their primary medium for reaching consumers. A) trade advertising B) professional advertising C) business-to-business advertising D) direct-response advertising E) primary-demand advertising 23) Over the last decade, Reflective Enterprises has evolved their marketing and distribution channels from retail stores only by adding both mobile apps and online catalogs. In addition, they strategically use these methods to influence a customer’s shopping experience, including research before a purchase and service after a sale. This direct-marketing approach is calledVersion 1 8 A) trade-oriented sales promotion. B) omnichannel retailing. C) customer-oriented sales promotion. D) mobile retailing. E) consumer-oriented sales promotions. 24) Abound Industries has selected an advertising method to stimulate short-term sales by offering customers samples and same-day coupons for immediate discount at point of purchase. This method is known as A) trade-oriented sales promotion. B) omnichannel retailing. C) customer-oriented sales promotion. D) mobile retailing. E) consumer-oriented sales promotions. 25) Abound Industries has multiple supply channels, including wholesalers, distributors, and retailers. They are running a sales contest to encourage these partners to stock and promote their products. This contest is an example of A) a trade-oriented sales promotion. B) omnichannel retailing. C) a customer-oriented sales promotion. D) mobile retailing. E) a consumer-oriented sales promotion. 26) An important part of the promotional mix is nonpersonal communications, or communications that are not directly paid for by the company. This is called ________; it usually comes from press releases, editorials, feature articles, or news releases.Version 1 9 A) paid media B) public relations C) personal selling D) publicity E) a touch point 27) Abound Industries continues to build their integrated marketing communications promotional mix strategy by looking at audience contacts. They also recognize that not all touch points are equally effective and can often be divergent in a company’s ability to control. They are currently trying to develop various strategies to anticipate ________, which are personal communications that come from friends, associates, neighbors, co-workers, or family members. A) intrinsic touch points B) unexpected touch points C) customer-initiated touch points D) extrinsic touch points E) company-created touch points 28) Environmental Movies just released a documentary on the impact of dying coral reefs on clownfish. Childhood fans of a popular animated clownfish, now grown and environmentally conscious millennials, and Gen Z-ers inundated social media with mentions, online reviews, and spurred media coverage creating greater interest in the film, extending the film’s time in the theater. Environmental Movies benefited from A) paid media. B) brand media. C) owned media. D) advertising media. E) earned media. Version 1 10 29) Upstart Enterprises is working with Innovation Marketers to develop a promotional plan. Innovation is documenting where Upstart has been as a brand and their current position in the market. They have also held brainstorming sessions with Upstart leadership to identify where they intend to be in the next three years and how they anticipate getting there. Innovation is creating A) a promotional plan. B) a marketing plan. C) a promotional program. D) a communication plan. E) a marketing program. 30) Sum Company is reviewing their media-mix options to reach their target audience for cost effectiveness. They have created a series of goals for sales, market share, and profitability. Sum Company is writing A) a marketing plan. B) communication objectives. C) marketing objectives. D) a communication plan. E) a marketing program. 31) Mango Services is developing goals for their promotional program to take them through the next three years. They plan to create awareness of image and further define the attitudes and preferences of their current and potential customer base. Mango Services is writing A) a marketing plan. B) communication objectives. C) marketing objectives. D) a communication plan. E) a marketing program. 32) Which of the following situations is an example of a marketing exchange?Version 1 11 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 because hers had stopped working. 33) 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 must involve the exchange of money. 34) 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 35) The four Ps of the marketing mix are product, price, promotion, andVersion 1 12 A) people. B) place. C) package. D) print. E) privilege. 36) Price, product, place, and promotion together form the A) points-of-parity. B) promotional mix. C) marketing mix. D) supply chain components. E) exchange mix. 37) 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 38) CL Inc., a new firm, used mass media to gain traction among customers. The company used sales promotions and public relations to achieve the long-term targets and goals identified by their top management. They also opted for direct marketing on a project-to-project basis. The combination of these various promotional tools is commonly referred to asVersion 1 13 A) mobile marketing. B) sales promotion activities. C) integrated marketing communications. D) omnichannel retailing. E) search advertising 39) The process of combining mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as A) media fragmentation. B) micromarketing. C) integrated marketing communications. D) social media. E) digital advertising. 40) Which of the following statements 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 describe a company’s products and services and assists in marketing the same. E) It involves dividing customers into similar subgroups based on their media usage, demographics, psychographics, and product usage. 41) Which of the following statements is true of integrated marketing communication?Version 1 14 A) It does not include sales promotion. B) It calls for a “big picture” approach to promotional activities. C) It segregates and highlights various independent promotional activities. D) It is also typically referred to as “mobile marketing.” E) It relies on mass-media advertising. 42) The central theme of the concept of ________ is that all of an organization’s promotional elements and marketing activities reach out consistently and in a unified manner with its customers. A) the marketing mix B) exchange C) integrated marketing communications D) the promotional mix E) cumulative prospect theory 43) 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) brand equity B) local advertising C) selective-demand marketing communications D) integrated marketing communications E) professional advertising 44) In the advertising industry, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of