117 test bank for advertising and promotion 10th edition by belch đề trắc nghiệm marketing

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117 Test Bank for Advertising and Promotion 10th Edition by Belch

True - False Questions

The first step in the IMC planning process is to review the marketing plan and objectives

1. True

2 False

Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the

organization

1. True

2 False

Advertising targeted to professionals such as doctors,

lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business

operations is referred to as trade advertising

1. True

2 False

Analysis of the communication process may involve

preliminary discussions on media-mix options and their cost implications

1. True

2 False

As marketers embraced the concept of integrated marketing communications, they began to rely primarily on media

Primary-demand advertising focuses on creating demand for

a specific company's brands

2 False

The integrated marketing communications (IMC) approach to marketing communications planning and strategy is popular among business-to-business marketers

The integrated marketing communications approach calls for

a centralized messaging function so that everything a

company says and does communicates a common theme and positioning

1. True

2 False

The goal of integrated marketing communications (IMC) is to generate both short-term financial returns and build long- term brand and shareholder value

1. True

2 False

Not all marketing transactions involve the exchange of

money for a product or service

1. True

2 False

The nonpersonal nature of advertising means that there is generally ample opportunity for immediate feedback from the message recipient

Multiple Choice Questions - Page 1

Which of the following best defines integrated marketing communications?

1. 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

2 B It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers

3 C It is software that gathers and analyzes information about customer interactionswith all the employees of a company

4 D It is a collection of informational resources that describes a company's productsand services and assists in marketing the same

5 E It involves dividing the customers into similar subgroups based on media usage, demographics, psychographics, and product usage

The primary goal of an integrated marketing

communications program is to:

1. A have a company's entire marketing and promotional activities project a

consistent, unified image to its customers

2 B control all facets of a product's distribution

3 C communicate with customers primarily through mass-media advertising

4 D have complete control over all the channel partners in the distribution channel and to slow down the rate of diffusion of a new product among the customers

5 E create a strong distribution network, via marketing, which is capable of

destabilizing any competition

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?

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

Which of the following statements best defines value?

1. 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

2 B The combination of factors like name, logo, design, and packaging that comes

to mind when consumers think about a brand

3 C The desire and ability of two or more parties to exchange something of

importance with one another

4 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

5 E The amount of funds invested by the shareholders of a company in promoting its product portfolio

Product, price, promotion, and _ are the 4Ps of the

_ 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

1. A Decentralized communication systems

2 B Bait-and-switch marketing approach

3 C Integrated marketing communications

4 D Mass media advertising

5 E Customer newsletter service

_ has long been the cornerstone of brand building efforts for many companies.

1. A The waitress gave Cyrus a menu and he placed his food order

2 B Griffin helped Mandy replace the air filter in her lawn mower

3 C Ken and Maggie gave their son an MP3 player for his birthday

4 D Mrs Maloney gave Larry a box of homemade fudge in return for painting her fence

5 E Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.

The process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as:

1. A It does not include sales promotion

2 B It calls for a "big picture" approach to promotional activities

3 C It segregates and highlights various promotional activities

4 D It is also typically referred to as buzz marketing

5 E It personifies advertising as the dominant form of promotion

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

1. A the marketing mix

2 B audience segmentation

3 C integrated marketing communications

4 D the promotional mix

5 E cumulative prospect theory

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.

1. A experiential marketing

2 B buzz marketing

3 C double-loop marketing communications

4 D integrated marketing communications

5 E bait marketing

According to the definition of integrated marketing

communications (IMC) given by Don Schultz, which of the following is true of IMC?

1. A It is a tactical integration of various communication activities

2 B It does not view the audience as an important part of the IMC process

3 C It does not view the employees as an important part of the IMC process

4 D It is viewed as an ongoing strategic business process

5 E It simply involves bundling promotional mix elements together

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 the top management It also opted for direct marketing on a project-to-project basis The assimilation of these various promotional tools is commonly referred to as:

1. A bait-and-switch marketing

2 B sales promotion activities

3 C integrated marketing communications

4 D double loop marketing

5 E segmented marketing communications

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

1. A the organizations creating a sustainable supply chain for developing a socially responsible business

2 B the fact that nonpersonal communications must be totally avoided for a better communications impact

3 C the employees keeping track of future prospects by maintaining a customer interaction tracker

4 D the development of bait-and-switch marketing activities in all organizations

5 E the process of using all forms of promotion to achieve maximum communicationimpact

Advertising is defined as any:

1. A paid form of nonpersonal communication about a product, service, or company

2 B form of media communication which provides an opportunity for immediate feedback

3 C communication that moves a product from one level to another level of the distribution channel

4 D personal communication from a company's representative to prospective buyers

5 E nonpersonal communication about a product or service that is not paid for or run under identified sponsorship

Prior to the development of integrated marketing

communications, the promotional function in most

companies was dominated by:

_ is the coordination of all seller-initiated efforts to set

up channels of information and persuasion to sell goods and services

1. A Branding

2 B Product distribution

3 C Pricing

4 D Promotion

5 E Market segmentation

According to the American Marketing Association's

definition of marketing, which of the following statements is true?

1. A Most marketers are seeking a one-time exchange or transaction with their customers

2 B The focus of production-driven companies is on developing and sustaining relationships with their customers

3 C Successful companies recognize that creating and delivering value to their customers is extremely important

4 D Though marketing plays an important role in developing relationships with customers, it does not help in maintaining them

5 E By definition, a marketing transaction has to involve the exchange of money

To respond to media fragmentation, marketers are

increasing their spending on:

1. A mass media communication

Which of the following is an example of retail advertising?

1. A Advertisement of a health drink that compares its benefits to its competitor's

2 B Beef council stimulating the demand for beef through an ad

3 C Advertisement of Fizzy Cola placed in a trade magazine to promote it to food store managers

4 D Pink Airline's ad that appears in the newspapers all across the country

5 E A newspaper ad for a 3-day discount in a restaurant located on the outskirts of San Diego

Which the following factors is generally neglected through the use of advertising?

1. A Ability to reach mass markets

2 B Low cost per contact

3 C Ability to create brand images and symbolism

4 D Immediate feedback

5 E Control of message content and media placement

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _ advertising

Stylo, a perfume manufacturing company, spends about

$1,000,000 annually on advertising The company seeks to remind its customers in the United States about the brand and its features, benefits, and uses It primarily strives to reinforce its image and initiate product purchase In the

context of the types of advertising to consumer markets, Stylo is using _

The National Egg Association has been promoting the

benefits of eggs for many years It aims to educate

customers about the nutritional values of eggs through ads which are aired in several states It is making use of _

The basic elements that are used to accomplish an

organization's marketing communication objectives are

referred to as:

1. A the marketing mix

2 B marketing strategy tools

3 C the growth-share matrix

4 D the promotional mix

5 E the hype cycle

The best-known and most widely discussed form of

appeal for a new brand?

1. A Advertising

2 B Personal selling

3 C Sampling

4 D Couponing

5 E Door-to-door selling

Which of the following features of direct-response

advertising differentiates it from other forms of advertising?

1. A It provides for immediate feedback from the message recipient

2 B It makes use of only magazines as a primary medium of advertising

3 C It is a form of nonpersonal mass media communication medium

4 D It is most widely used because of its pervasiveness

5 E It is a paid form of mass media communication medium

Which of the following is true of retail advertising?

1. A It is done by large companies on a nationwide basis or in most regions of the country

2 B It takes the form of direct-response advertising

3 C It is done to build store traffic and sales

4 D It is designed to stimulate demand for the general product class or an entire industry

5 E It is targeted at marketing channel members such as wholesalers, distributors, and suppliers

Primary-demand advertising is designed to:

1. A influence the purchase of only industrial goods and services

2 B stimulate demand for a general product class or entire industry

3 C help launch a specific line extension

4 D stimulate demand for existing products that are "dying."

5 E create a market share gain for the industry leader

Retail/local advertising often takes the form of:

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors The company is trying to improve sales by directly reaching out to its primary market segment This is an

Milky Way Inc., a manufacturer of dairy products, has come

up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk This is

With respect to consumer markets, advertising done by

manufacturers of well-known brands on a countrywide basis

or in most regions of the country is known as _

Which of the following is true of advertising?

1. A Advertising attempts to create a personal relationship with the consumers

2 B The nature and purpose of advertising is usually the same across various industries

3 C Advertising is a valuable tool for building brand and company equity

4 D Advertising is used only for the promotion of mass consumer products

5 E One disadvantage of advertising is that it is extremely personal to consumers

Clave Inc., a large soap manufacturing firm, has introduced a new soap known as Honeydew It wants to promote the soap

to broad audiences across various countries in a persuasive and cost-effective manner At the same time, it also wants to enhance the overall company image It has a promotional budget of about $1,000,000 Which of the following forms of promotion should Clave make use of for the promotion of Honeydew?

1. A Low cost per contact

2 B Non-paid form of promotion

3 C Sponsor or advertiser not identified

4 D Immediate feedback and capability to close sales

5 E Makes use of non-traditional media

Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form

Which of the following best describes selective-demand advertising?

1. A It focuses on creating demand for a specific company's brands

2 B It is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment

3 C It focuses on creating demand for an entire industry

4 D It focuses on targeting individuals who buy or influence the purchase of industrial goods or services for their companies

A to Z, a supermarket in New Jersey, placed a weekly

advertisement in the local newspapers The advertisement stated that A to Z would provide its customers all vegetables

at a flat rate of $5 from Monday to Wednesday between 1 p.m and 3 p.m at select locations in the city A to Z most likely used _

1. A national advertising

2 B trade advertising

3 C retail advertising

4 D primary-demand advertising

5 E direct response advertising

101 Free Test Bank for Advertising and Promotion 10th Edition by Belch Multiple Choice Questions - Page 3

Foodie Inc includes monthly coupons in its magazine

advertisements This is an example of:

1. A consumer-oriented sales promotion

2 B industrial sales promotion

3 C business-oriented sales promotion

4 D trade-oriented sales promotion

5 E service-oriented sales promotion