,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 1
,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
, 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
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
,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
, 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
