Examen
Advertising and Promotion Integrated Marketing Communications Perspective 12th Edition by Belch CH01
- Cours
- Établissement
Advertising and Promotion Integrated Marketing Communications Perspective 12th Edition by Belch CH01
[Montrer plus]
Livre connecté
Titre de l’ouvrage:
Auteur(s):
- Édition:
- ISBN:
- Édition:
Aperçu du contenu
,DOWNLOAD THE Test Bank for Advertising and Promotion IntegratedMarketing Communications Perspective 12th Edition Belch
Advertising and Promotion Integrated Marketing
Communications Perspective 12th Edition by Belch CH01
ANSWERS ARE LOCATED IN THE SECOND PART OF THIS DOCUMENT
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 1
mynursytest.store
,DOWNLOAD THE Test Bank for Advertising and Promotion Integrated
Marketing Communications Perspective 12th Edition Belch
Advertising and Promotion Integrated Marketing
Communications Perspective 12th Edition by Belch CH01
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 2
mynursytest.store
, DOWNLOAD THE Test Bank for Advertising and Promotion Integrated
Marketing Communications Perspective 12th Edition Belch
Advertising and Promotion Integrated Marketing
Communications Perspective 12th Edition by Belch CH01
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 3
mynursytest.store
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur Americannursingaassociation. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour $25.99. Vous n'êtes lié à rien après votre achat.
Peut-on faire confiance à Stuvia ?
4.6 étoiles sur Google & Trustpilot (+1000 avis)
79650 résumés ont été vendus ces 30 derniers jours
Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans
