Test Bank for Advertising & Promotion 7th Canadian Edition by Michael Guolla. ISBN-10 : 1. 19 Chapters (Complete Download). 552 Pages TABLE OF CONTENTS Part 1 Understanding Integrated Marke ting Communications CHAPTER 1 Integrated Marketing Communications CHAPTER 2 Organizing for IMC: Role of Agenc...
test bank for advertising amp promotion 7th canadian edition by michael guolla isbn 10 1260060411 19 chapters complete download 552 pages
Connected book
Book Title:
Author(s):
Edition:
ISBN:
Edition:
More summaries for
SOLUTIONS MANUAL for Advertising & Promotion 7th Canadian Edition by Michael Guolla
All for this textbook (2)
Written for
Advertising & Promotion
All documents for this subject (2)
1
review
By: claudiamcevoy • 1 year ago
By: AcademiContent • 1 year ago
Thank yo for the review
Seller
Follow
AcademiContent
Reviews received
Content preview
,Chapter 01 - Integrated Marketing Communications
Chapter 01
Integrated Marketing Communications
Multiple Choice Questions
1. _____ is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, good, and services to create exchanges that satisfy individual and
organizational objectives.
A. Integrated marketing communications
B. Marketing
C. Advertising
D. Sales promotion
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-02 Marketing
2. Which of the following is the BEST example of a marketing exchange?
A. John gave Sahil a menu, and he placed his food order.
B. Jessie helped Alison move a heavy piece of furniture.
C. Vlad and Ingrid gave their son a trip for his graduation.
D. Mrs. Forrest gave Ben a chocolate cake as compensation for mowing her lawn.
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-02 Marketing
1-1
,Chapter 01 - Integrated Marketing Communications
3. Product, price, place and promotion are collectively known as ________
A. the marketing mix.
B. marketing communications tools.
C. methods of selling goods and services.
D. marketing jargon.
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-02 Marketing
4. Campo Outdoor Products has developed a new backpack. It will expand to three times its
initial size, be water resistant, and lightweight. These are what kind of marketing decisions?
A. service level
B. product features
C. package design
D. price allowance
Accessibility: Keyboard Navigation
Blooms: Analyze
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
5. Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste
just like the ones shoppers might consume back home in India. Which of the following is
NOT a product benefit delivered by Navinder's snack items?
A. functional benefit
B. emotional benefit
C. performance/convenience benefit
D. Low pricing benefit
Accessibility: Keyboard Navigation
Blooms: Analyze
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
6. Product protection, storage, communication, and image are all functional benefits of:
A. product attributes
B. packaging
C. brand identity
D. brand marketing
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
7. Which is the best example of the use of packaging as a communication vehicle?
A. New cellphone SIM cards are enveloped in large plastic packages.
B. Costco offers multi-packs of contact lens solution at affordable prices.
C. Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags.
D. At Golftown one can purchase used golf balls in bags of 20 or 50.
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Hard
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
8. Each of the following is true about brand equity EXCEPT:
A. It is a tangible asset which can provide competitive advantage.
B. It is a measure of consumer attachment to a brand.
C. It builds on the favourable image and impressions of differentiation of a brand.
D. It is a challenge for marketers to consistently measure brand equity.
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Medium
Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix.
Topic: 01-03 Communicating Product
1-3
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller AcademiContent. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $34.26. You're not tied to anything after your purchase.
